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In Profile: Signature Floor Concepts

The Signature Floors Concepts range goes far beyond carpet and rubber tiles, as Indesignlive finds out.

In Profile: Signature Floor Concepts


September 26th, 2011

What does your company supply?

Commercial and residential floor coverings.

Our main business in the commercial sector is carpet tiles, but rubber tiles and woven carpet have become more and more important as design trends for these categories gain momentum.


In addition, we specialise in high performance carpets for the aged care and medical specialist areas called ’Care+’.

Commercial grade Care+ carpets have a waterproof vinyl backing that creates an impervious barrier and protection for high risk environments.

We also have a comprehensive range of vinyls (sheet, vinyl tiles and planks), high quality laminates and needle punch carpets.


How did the company start?

Bill O’Halloran founded Signature Floor Coverings in March 1989. Based in Melbourne, Bill identified the need for local distribution of products sourced from independent mills around the world.

The business began to grow with a solid reputation of delivering a unique product backed by exceptional customer service from reliable people. With success, the business expanded its product range from sheet vinyl, needle punch and later on introducing carpet, rubber, laminates and carpet tiles to the product mix.

By using international manufacturers from around the world, Signature can source floor coverings from leading designers, ensuring our customers have the latest in technical developments and fashion trends, backed by local product knowledge, service and expertise.

Today Signature floors is still an Australian-owned family business, managed by its 2 directors Robert Herten and Anthony O’Halloran (brothers in law) and employ over 40 staff members.


Describe your customers.

Commercial customers: interior architects and designers, architects and builders.

Residential customers: consumers through a wide network of retailers.


What sets your company apart?

We offer problem solutions and not just a specialised range of product.

Our main areas of expertise are flooring concepts for the office, hospitality, care and retail sectors.

A wide range of our products come with environmental certifications; we offer a 24-hour sample service, and we have an in-house design department with a wide variety of support services for the planning of interior designs.


What are your clients’ priorities at the moment?

Our clients want the combination of optimum product performance that meets the needs of each installation, whilst meeting their expectations of environmental certification.


What is good design to you?

Good design meets the needs of the user. Great design enhances the experience. We like to think that we strive to ensure each floor covering we offer bridges that divide.


What does the future hold?

For products we are seeing an explosion in colour that is in keeping with the interior and fashion trends globally.

Colour combinations are more important, with multiple products being specified in spaces where there used to be just one.


Surface textures are becoming more and more important, combining carpets with rubber, vinyls with laminates. It’s an exciting time ahead for floors as we explore endless combinations.

For Signature Floors, we see a bright future driven by our clients’ desires for smarter, more performing products. Floor coverings that enhance the way we live are driving expectations – and flooring designers are meeting those challenges with more and more yarn and treatment benefits that impact on our lifestyles and experience within the home and in work and leisure environments.

Together with our supply partners, our focus is to source the best of these developments and bring them to the Australian designer and specifier.


Signature Floors

Signature Floors has launched a new brand identity, released to the market at Saturday Indesign, Sydney in August. The new look Signature Floors logo represents a comprehensive brand makeover that has primed the business for the next decade of growth and expansion.

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