Directfloor Collection
How Dutch entrepreneur Reda Tabaouni transformed a school assignment into Directfloor, sparking a nationwide trend for online home renovation sales.
ALMERE, FLEVOLAND, NETHERLANDS, October 4, 2026 /EINPresswire.com/ — A classroom project that grew into €3–4 Million in Yearly Revenue: The Story Behind Directfloor
Founder Reda Tabaouni used to personally transport flooring across the Netherlands. Today, the Almere-based company has 26 staff members.
Directfloor, the flooring venture that Reda Tabaouni launched as a school project, now brings in between €3 million and €4 million annually and has a workforce of 26. Behind these numbers is a founder who, during the business’s early days, loaded vans, handled customer inquiries, and drove flooring orders himself throughout the Netherlands.
Tabaouni, Directfloor’s founder and CEO, reports covering hundreds of thousands of kilometres while delivering laminate and PVC flooring to clients from Groningen down to Limburg. For a considerable period, selling a floor online meant he had to get behind the wheel.
That hands-on method gave him insight into his clientele. Yet it also created a difficulty: as order volumes climbed, the business grew more reliant on a single person’s time and physical capability.
“At the beginning, I did whatever needed doing,” Tabaouni said. “If a floor had to be delivered, I delivered it. You are happy when another order comes in, but eventually you have to ask whether the way you work can keep up.”
The constraints became clear on the road. Tabaouni obtained a Category C truck driving license as transportation needs grew. According to his account, repeated vehicle overloading violations ultimately resulted in a conditional driving ban.
That experience proved to be a turning point. Expanding further required a fresh approach to logistics and a new role for the founder.
It also challenged a belief that had guided the early enterprise: that working harder and personally taking on more tasks would always suffice.
Tabaouni began redirecting his focus from individual deliveries to the organizational framework behind them. The website, customer communication, marketing, and order processing became his primary concerns. The goal was to create a company capable of meeting its commitments without requiring him to make every trip.
The lessons about customers learned during those journeys remained valuable.
Flooring is a significant purchase that buyers expect to last for years. Customers wanted to see how colors would appear in their rooms, how surfaces would feel, and what else was needed before installation. Product images could address only some of those questions.
During the early phase, Tabaouni personally covered sample shipping expenses, letting clients examine materials at home before placing bigger orders. That cost came without any guarantee of a sale, but it helped reduce the uncertainty of purchasing flooring online.
“Standing at someone’s front door gives you a different understanding of a sale,” he said. “There is a renovation schedule, a room they want finished and a decision they may have spent weeks thinking about. The order matters to them long after the payment goes through.”
Today, Directfloor operates an online store alongside a showroom at Karperweg 14 in Almere. Its product range includes laminate, PVC flooring, and related interior items.
Customers can browse and compare products online, request samples, or visit the showroom to view materials in person. They can also discuss preparation, subfloors, finishing, and installation before making a purchase decision.
For Tabaouni, the showroom and website reflect different ways customers reach the same decision. Some know exactly what they need. Others prefer to compare multiple options or ask questions before committing.
With 26 employees, the company now operates on a much larger scale than its early delivery runs. Directfloor states that it reinvests over €8,000 each month in digital marketing through Google advertising and social channels.
Its next phase involves expanding activity on Snapchat. Through his personal account, @redaceo, Tabaouni intends to share daily business moments, products, and experiences from building the company.
The larger task remains familiar: ensuring that the operation behind the website keeps up with the orders it attracts.
Directfloor’s evolution gives that challenge a concrete form. A classroom concept turned into a business generating millions in yearly revenue, but the shift depended on its founder realizing that doing everything himself had become a bottleneck.
About Directfloor
Directfloor is a flooring specialist based in Almere, Netherlands. The company employs 26 people and reports annual revenue of €3 million to €4 million. It offers laminate, PVC flooring, and related interior products through its online store and showroom at Karperweg 14.
Tabaouni is available for interviews about building Directfloor, the costs and practical challenges of online retail, and the shift from personally delivering orders to running a business with 26 employees today.
Media Contact
Reda Tabaouni
Founder & CEO, Directfloor
Website: https://directfloor.nl
Snapchat: @redaceo
X: https://x.com/RedaDFE
Reda Tabaouni
Directfloor
+ +31 36 234 0300
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