Allied Carpets takes repositioning online

Allied Carpets and Flooring has launched its first e-commerce site as part of a recent repositioning strategy.


The retailer has overhauled its website offering transactional capabilities for the first time in a bid to improve shoppers’ experience of the brand.

Allied has brought in more premium products alongside its core range and revamped its stores and marketing communications to move towards a more upmarket positioning.

The brand repositioning and e-commerce site have been developed by branding agency Uber, which was appointed by the retail chain in 2010 to rebuild its brand following several loss-making years.

Allied fell into administration in July 2009 and was bought by Valco the investment arm of restructuring firm Hilco.

The retailer is also offering to pay the VAT on selected flooring and beds since the rise in VAT came into effect on 4 January.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here