A floor is a visual decision, and buyers have to see it before they trust it. Richmond Flooring supplies SPC and LVT flooring and is expanding its partner network across Asia, the Middle East and Africa. Its website had to do two jobs at once: help homeowners and specifiers choose a floor with confidence, and give resellers a reason to partner with the brand. Buyers needed to picture the floor in their own space, compare ranges and trust its performance.
We positioned RF Richmond as premium and dependable, with “Luxury That Lasts” as the brand’s anchor. Then we gave each of the five ranges a clear benefit of its own: “Soft Steps, Stylish Spaces” for Comfort LVT, and “Sustainable Strength Underfoot” for Eco SPC. Each range has a benefit-led identity within one consistent brand, so a visitor always knows what a range is for and why it’s worth choosing.
The image-led site is built around the product, with clear range navigation and a “Browse by Color” section. An interactive Room Visualiser lets buyers see each floor in their own space. Comparison pages, SPC and LVT guides, downloadable catalogues and a reseller sign-up route support both customers and trade. Homeowners and specifiers can now choose with confidence, and the brand has a credible face for its expansion into new markets.