The introduction of direct home delivery has given online sales a lift, according to North West rugs distributor Flair Flooring.

The North West based wholesaler — which moved to a 1.3m sqft facility in Etherow in 2011 — grew sales by 5 per cent to £18.3m in the year to end June, with revenue growth driven by ecommerce custom.

Flair said steady overall organic growth had been augmented by the strong uplift continuing with Internet based retailers, aided — it added — by the fact the product photographs well.

It also said the launch last year of its direct despatch option to have rugs delivered direct to clients’ doors had proven successful and had seen its ranges being sold across all online trading platforms.

Pre-tax profits declined 74 per cent to £126k, though the company was much more cash generative, bringing in a net £1.1m from operations in 2013–14 compared to a net outflow of £1.8m 12 months prior, and bringing year end net cash to £404k (2013: net debt of £94k).