Damien Lawlor, Managing Director of Lawlors Furniture and Flooring, talks about recent investments including its new mobile floor shop, plans for growth and why there needs to be more consistency in service standards.
Meet Damien
I oversee all aspects of the business from strategic planning and operations to customer experience and team leadership. My role involves driving innovation, maintaining strong relationships with suppliers and customers, and ensuring the business continues to grow while staying true to our values of quality, service and trust.
Recent investments?
Our mobile floor shop is an exciting extension of Lawlors Furniture and Flooring, our full-service interiors store. It’s designed to bring the showroom to our customers’ homes — with a carefully curated selection of flooring samples and the tools needed to deliver a complete consultation on-site.
One of the key benefits is that we can professionally measure floor areas during the visit, discuss all the requirements of the job, and provide an accurate quote there and then. This saves time, improves accuracy, and makes the process much smoother for the customer.
We invested in this concept because we believe the future of retail is blended — combining the convenience of at-home service with the in-store experience. The mobile showroom makes flooring selection easier and more personal, while our physical store remains a hub for inspiration, interior design, and complete home solutions.
We’ve invested approximately €60,000 in launching the mobile showroom. This includes the vehicle itself, custom racking and display systems, sample stock, technology for quoting and scheduling, and marketing to promote the service. It’s a long-term investment that aligns with our customer-first approach and supports growth in a changing market.
The reception has been very positive. Customers really value the convenience, the professional insight during the visit, and the ability to make informed decisions without needing to leave home. It’s helped increase our conversion rate from consultation to sale and generated great word-of-mouth feedback. Many say it feels like a premium, personalised service — and that’s exactly what we aim to deliver.
In addition to the mobile floor shop, we’ve made several strategic investments including the upgrade of our in-store in-store showroom with new layouts and lifestyle displays, the expansion of our range of eco-friendly and sustainable flooring and furniture, the introduction of online booking and enquiry features on our website, and investing in staff training for in-home consultations, flooring advice, and interior design support.
Future plans?
We have several exciting plans in development to continue expanding the business. These include growing the mobile floor shop service, introducing full interior consultation packages, integrating flooring, furniture, and home styling, developing digital tools such as augmented reality and fostering new partnerships with builders and the trade for wider projects. By building strong relationships with industry professionals, we aim to position Lawlors as a trusted supplier for both individual homeowners and trade clients.
What is your mission?
Our mission is to make high-quality home interiors more accessible, personalised and enjoyable for everyone. We aim to deliver the best possible service and value, combining in-store inspiration with mobile convenience and expert advice across furniture, flooring and full interior solutions.
On sustainability, what is your business doing on this topic?
Sustainability is a growing focus for us. We are increasing our range of eco-friendly products including recycled and renewable flooring materials, working with suppliers who prioritise responsible sourcing and production, and reducing waste through accurate measuring and smart ordering. We are also making changes to our packaging and looking into greener transport options where possible.
How has recent business been? What trends are you noticing?
This year has been strong, particularly considering broader market conditions. The mobile showroom has contributed significantly to growth, and we’ve seen increased engagement both online and in-store. Customers are spending more time planning their interiors, and we’re well positioned to support them from consultation to installation and we’ve received consistent positive feedback on service quality.
A few key trends we’re seeing include greater demand for sustainable and low-maintenance flooring, such as luxury vinyl tile (LVT) and hybrid options, and customers seeking in-home services that offer professional advice without the need for showroom visits. We’re also seeing more interest in complete solutions — from product selection to installation and aftercare, as well as a shift toward neutral tones, natural textures, and minimalist design in flooring and furniture choices.
What would you change in the industry?
We would like to see more consistency in service standards across the industry and greater emphasis on long-term value over short-term pricing. Transparency, education and professional advice should be central to the customer experience. Raising the bar across the sector would lead to better outcomes for everyone involved.
What challenges do you currently face?
Like many businesses, we face ongoing challenges with rising costs and changes in how customers shop. We’ve responded by staying flexible, investing in new services like our mobile floor shop and keeping close relationships with our supply partners. We are focused on offering convenience and expert support to stay ahead of changing expectations.
Do you have any staff you would like to pay special thanks or recognition to and why?
I want to say a big thank you to our entire team. From our sales staff and office team to our fitters and delivery crew, everyone plays a crucial role in the success of the business. We’re proud of how everyone works together, supports one another and gets stuck in whenever needed.
Some of our staff have been with us since the very beginning. They’ve grown with the business, know our customers by name and truly understand what Lawlors stands for. That loyalty, experience and dedication is something we value deeply.
Without them, we wouldn’t be where we are today. It’s that teamwork, commitment and shared passion that really sets us apart.
Final thought…
We’re proud to be evolving with our customers’ needs while staying true to our values of quality, service, and trust. The mobile floor shop is just one part of our broader vision — to make home improvement simpler, more enjoyable, and more accessible.
Whether it’s through in-store inspiration or at-home convenience, Lawlors Furniture and Flooring is here to offer a seamless experience from start to finish.
