![[Interview] Kirsty Barton, Alternative Flooring](https://www.theretailbulletin.com/wp-content/uploads/2025/03/AlternativeFlooring-1.png)
[Interview] Kirsty Barton, Alternative Flooring
As part of our Retail as a Career series, we’re shining a light on the diverse and dynamic roles that exist within the retail sector. From creative to commercial, retail offers a wealth of opportunity , and Kirsty Barton’s journey at Alternative Flooring is a brilliant example of this.
Alternative Flooring is a design-led British brand known for its stylish, high-quality carpets, rugs, and runners. With a commitment to craftsmanship, sustainability, and individuality, the company blends traditional techniques with bold, contemporary design – all while supporting local retailers and keeping creativity at its core.
In this interview, Kirsty shares her inspiring 20-year journey from admin assistant to Marketing Manager. She reflects on the value of growing within a company, the importance of staying close to the customer, and how innovation, adaptability and strong relationships with independent retailers keep the Alternative Flooring brand moving forward.
Please tell us about your background and how you got into your line of work. What attracted you to this field?
Straight out of college, I applied for my very first role within the business. The job was local to where I lived and I came into an admin role. I was naturally attracted to a company in a creative environment as I studied English, photography, and media studies, which have come in handy over the years at Alternative!
During my 20 years at Alternative Flooring, I have progressed through various roles and departments, gaining invaluable experience across our products and within the business. This hands-on experience has given me a wide range of skills and a deep understanding of what makes our brand unique.
Since the early years within the business, I’ve witnessed our product range evolve and diversify while we’ve remained a close-knit team. We have re-imagined what it means to be agile and ensure that customer feedback and team insights are key in shaping our products and business decisions.
What does a typical day look like for you?
Although no two days are ever the same, they all at least start the same – with coffee!
I work closely with our Creative Director, Lorna, across all of our marketing activities. I am responsible for the marketing of all key product launches, social campaigns, PR, and influencer collaborations. Adaptability is at the heart of our brand, so every day, we’re exploring new products, technologies, and strategies to bring Alternative Flooring to a wider audience.
Another important part of my role is contributing to product development. Through our marketing channels, industry talent and press, we gather invaluable insight. This insight helps us inform how we move forward as a business.
What are some of the biggest challenges you face in your role? How do you typically handle difficult situations with customers or within the team?
A focus for us as a company is supporting our brick-and-mortar retailer partners. It’s important that we support and drive awareness to retailers throughout the country, while still embracing digital channels and ensuring this message resonates with potential customers. At the heart of our business is a commitment to supporting the high street and independent, often family-run, businesses that have honed their craft. To drive footfall to these stores, we continually adapt our marketing strategies, channels and mix to showcase their expertise and value. Alongside this, we want to support them against the bigger and online retailers who have larger resources available to them!
We understand that buying quality flooring is an investment, which is why we understand the importance of delivering a service that reflects this. Customer communication is key and we’re fortunate to have an experienced team who know our products inside out. This means our customers are reaching people who truly know our collection and can make recommendations which are clear and concise.
Although working in a tight-knit team can be demanding, it also gives us the adaptability to move quickly and efficiently to change, ensuring we can always be reactive to customer and supplier needs.
What aspects of your job bring you the most joy and fulfilment? Are there any particular moments or experiences that stand out?
Knowing that I can make a real impact is one of the most rewarding aspects of working at Alternative Flooring. Our ability to evolve and stay nimble keeps things exciting and ensures we’re always moving forward.
Knowing that our customers are receiving great levels of satisfaction and service is one of the most satisfying aspects of my role. We, as a team, have a deep understanding of our products and in turn what our customers want. There’s nothing better than seeing our products in people’s homes – bringing them both happiness and style. That feeling is truly priceless.
I feel a sense of nostalgia when I think about how far we have come as a business. I have taken great pleasure in looking back at old press material and brochures and identifying just how far we have come in terms of product offering and style – it feels full circle!
From a personal point of view, I have recently been on a podcast – this was a big moment for me, hearing yourself as an expert in your field – a real confidence boost.
Maintaining a healthy work-life balance is crucial. How do you decompress or relax after a demanding day?
After work, I love spending time with my family – it’s always a balancing act, but one that’s so important to me. Once the little ones are in bed, I relish the chance to unwind with a glass of red wine in my living room with my husband – made even cosier by, of course, our Alternative rug!
What have you learnt from working in retail that you didn’t expect when you started?
No matter the position I’ve held within the business, Alternative Flooring has always been more than just a carpet company. The innovation and energy here makes it an exciting place to work – and that’s what makes my job so rewarding.
Supporting our retailers and the small businesses that stock our products is incredibly important. It’s rewarding to play a role in keeping local high streets thriving across the country.
Equally, staying customer-centric is essential. We know that our success comes from our dedication to exceptional customer care – when you master this, you’ll always have customers who return time and time again.
