Darlington-based firm Frank's The Flooring Store is going from strength to strength as it opens a brand new showroom in Guisborough. 

The family-run business - which opened its first store in Darlington back in 1997 -  launched its new location at 2 Cleveland Gate Retail Park on Saturday. 

Frank's The Flooring Store remains the largest independent flooring store in the North East, and is instantly recognisable for its decades-old catchphrase "I love carpets me."

It has a network of 31 stores offering up selections of carpets, flooring and artificial grass, with the new location set to "bring greater choice and value to the people of Guisborough."

Wayne Jones director and Dom and Joyce Appleton from Guisborough.Wayne Jones director and Dom and Joyce Appleton from Guisborough. (Image: FRANK'S THE FLOORING STORE)

Wayne Jones, director and well-known face and voice of Frank’s The Flooring Store, said: “The high street’s not dead, far from it.

"There will always be people who want to see and touch before they buy. They want to deal with genuine, decent people who can speak to them and help them.

"At Frank’s we stand by our price promise: It’s impossible to buy flooring for less. That means if you find a better like-for-like on-the-floor price anywhere else, we’ll give you the flooring free.

"That reassurance, along with our 48-hour delivery from stock, is what’s made our customers so loyal and kept us expanding now for over 27 years.”

Regarding the catchphrase, which was passed down through the family, Wayne added: "That saying, It’s genuine that.

"We have a real passion and I think it comes across right throughout the business. People are voting with their feet, in retail and Frank’s is still growing so that shows the knowledge, the advice is valued.”