The Great British weather, a clever jingle and the power of TV have helped a DIY giant to record a 30.7 per cent profits boost.
Bosses with tile and wood flooring specialists Topps Tiles are celebrating " excellent progress" in the 26 weeks to April 2 - and say like-forlike sales are also currently performing well.
The company - with 30 stores in the West Midlands - yesterday reported profit before tax and exceptional items for the first half rose 30.7 per cent to £20.03 million from £15.32 million.
Chief executive Nick Ounstead said: "We are very, very pleased with the the figures and with current like-for-like sales. We concentrate hard on customer service and we believe that plays a major part in our success."
Mr Ounstead also pointed towards the success of media links, including sponsoring weather forecasts on GMTV and further sponsorship on Sky's DIY channel.
He said: "We launched this around three years ago and before that time people may not have been aware of the the name Topps Tiles - now we have a much higher profile."
The company has three regional training centres - one in Wolverhampton - and was also an Investor in People, Mr Ounstead said.
Sales rose 13.4 per cent to £ 87 . 48 million from £77.12 million in the 26 weeks to April 2, with like-for-like sales up by 8.5 per cent.
Topps said it is on track to open 24 new stores in the current year to to achieve its UK store target of a minimum of 350 outlets nationwide, and the first six weeks of the second half have seen sales rise ten per cent over the same period a year ago.