Jay Tasker, Sales Manager at flo, reveals more about the new supplier in the wholesale sector following a successful launch at the January Furniture Show 2026.
Looking to bring a fresh perspective to furniture wholesale, a new brand utilised the recent January Furniture Show (JFS) as the perfect platform to unveil its collection of dining furniture. With a strong background in retail, flo aims to shake up the wholesale sector.
“flo is a new supplier in the industry bringing a fresh perspective on all aspects of furniture,” Jay said. “To begin with, we will be focused mainly on dining and occasional with further plans to expand into other categories. Our vision is clear…to lead with the latest trends crafted by our trusted factories we have delt with for many years in our retail stores, deliver great value, high volume products with absolute commitment to quality and reliability.”
The flo team brings vast experience from both retail and trade, ensuring it always has the retailer perspective in mind. “We consider this an absolute golden rule for flo,” Jay added. “We have also added a new logistics expert to the team bringing a wealth of knowledge that is already working wonders for us.”
For flo, JFS was a resounding success, full of compliments on the products as well as forging key relationships to move forward. “JFS was a very interesting show, it was a real pleasure to meet so many new faces and starting new relationships,” Jay said. “That was the number one stand out experience. It’s been a great launch pad for flo and getting ourselves known to so many enthusiastic customers is a real treat.
“We launched many products and ranges at during the show, which have had a brilliant response. We’re overwhelmed by the positive reaction. We know many of our products sell in very high volume pre the show but JFS has proven to us the demand is high across the UK & Ireland, and surprisingly beyond!
“We had endless compliments on the flo style, the stand and the products. Once we got into talks with customers, we can confirm not a single customer reacted negatively on pricing. It was a big, and pleasant, surprise on customers faces on pricing as we offer great value. This was strong confirmation we are heading in the right direction.”
Another key element of flo’s offering is its already proven retail concept. Demonstrating this track record of results was a real win for Jay during JFS – helping to inject further confidence into the brand and vision. “With our retail background, this put a lot of new customers at ease,” Jay continued.
“They understood that we understand what’s needed to make products work. I hope that’s going to give us a real strength going forward. flo will always see things from the retailers’ point of view, especially from the buying publics perspective.
“In the end, that’s what will determine success. We have got to give the trade products we absolutely know tick all the boxes. flo will not offer products that do not perform well in a retail environment. Each product will be sales tested, when possible, to ensure the market has a real hunger for them pre flo launch. It’s an exciting time.”
Alongside product development, flo has also launched a new website to further push its brand awareness. Partnering with WebSystem TradeDirect, a furnishing industry B2B website provider and part of the RetailSystem EPOS software group, the new website offers a clean and informative guide to flo and its product range. Looking ahead, flo looks to build on its initial exposure.
“For the future we are planning to ensure continued new product development,” Jay said. “With years of sourcing experience and solid relationships with our factories forged over many years, we are in a good position.
“We will also be looking to expand our offers into categories that will be very helpful to many retailers to obtain products that might have been difficult to source for many furniture specialists. Our pricing levels ensure success for on trend, high volume lines. Our aim is to be different and take the lead, that will always be the goal.”
