Flooring firm has new name and more Choices

Part of the experienced team at the new Choices Flooring by Charteris: (from left) Lynette Edge, Mark Irving, Kelly Holzer, Ross Meecham, Jennie Meecham, Graham Meecham, Adam Meecham, Vicki Hardwick, Lyall Moore, Janice Burns.

A long-established Hamilton flooring company has rebranded and relaunched to build on its vast experience and bring customers more choices and the latest global products for their home or business.

Murray Charteris Flooring Specialists Ltd has how rebranded to Choices Flooring by Charteris with their new store unveiled to guests at an official launch this week.
They are still in the same place at 7 Devon Road, Frankton, with the same staff led by managing director Graham Meecham.

"It is really a completely new store. Everything went except the staff," says Graham.

Together, the 15 staff have a combined total of 165 years' of experience in the flooring business with the new direction making them more progressive and more in tune with what customers want.

"The shop design and fitout is in tune with what customers want and is different to other flooring shops in New Zealand."

The move to the Choices brand brings to the business the support of Choices Flooring which with 150 stores is arguably Australia's most progressive retail floor covering group and a major force in the Australasian retail sector.

Graham is quick to point out that they are not a franchise operation.

Choices Flooring, part of the Australian group Nufurn Flooring and Drapes, operates as a co-operative. Participating stores operate under the Choices brand and fund a central team to market and arrange products.

Graham says he carried out detailed due diligence before going with Choices.

"One of their strategic strengths is that stores are independently owned but product suppliers treat us as a group," Graham says.

The Choices model is designed for customers. They bring their vision to the shop and we help them make decisions that will work for them," he says.

The strength and skills of a central team also means the latest technology is available in store. It comes together in what is called the Inspiration Station. It offers the choices of every product in store which can be displayed in a virtual room set up or customers can bring or email photos of their own home floor and see how the new product will look on their floor.

Also, with the reach of the whole Choices group, the store has access to a global products and supplies as never before.

"We see it as a strategic move to be part of an outstanding group," says Graham. "We would not have got the store looking as good as it is without their expertise and knowledge."

So what is trending in the flooring world?

"The trend now is towards hard flooring, vinyl tiles, luxury laminates, timbers, rather than traditional sheet vinyl."

"People like hard flooring in the hallway kitchen and living areas, but still like carpet in the bedrooms," says Graham. "These days insulated houses are easier to heat and clean and many people like to just put a rug on their hard surfaces, and we install everything we sell, using our own staff and contractors."

"We still sell a lot of carpet — whatever you are after in flooring, there is nothing more modern than what we have to offer."