Every flooring website in Dubai seems to be having a sale. 30% off, 35% off, prices slashed, limited time. The banners change colour but never come down, and yet almost none of these sites will tell you what a square metre actually costs until you have handed over a phone number. The discount is permanent. The price is a secret.
We find that odd. If a product is fairly priced, the number should be able to stand in daylight. So here is ours, along with an honest explanation of the part of the cost that genuinely cannot go on a price list, which is the installation.
The two numbers that make up a flooring price
Any floor you buy has 2 components: the material, priced per square metre, and the work of installing it. Conflating the two is where most of the confusion in this market comes from. A headline rate that quietly includes basic installation looks expensive next to one that quietly excludes it, and neither tells you what you will actually pay until you read the fine print, if there is any fine print to read.
So we keep them separate, and we publish the first one.
Our SPC flooring is AED 130 per square metre for the material. That buys a 5-layer rigid plank with a 0.3 mm commercial-grade wear layer, 100% waterproof, with a 10-year residential warranty, held in stock in Al Quoz in 12 colours and shipped the same week. You can see the full construction on the SPC range page.
Our LVT is AED 100 per square metre. It is the softer, quieter plank of the two, suited to bedrooms and apartments. The range is currently on restock, so if LVT is the direction you are leaning, it is worth registering interest now rather than waiting for the relaunch.
Engineered wood is made to order on a 4 to 8 week lead time, and because specifications vary so much from project to project, we price it per project rather than from a list.
What the rest of the market charges
For context, and so you do not have to take our word for the landscape: published UAE figures put SPC material anywhere from AED 35 to 85 per square metre, with installed prices running from AED 65 up to AED 380 depending on tier (chic-floors.com publishes a breakdown). Parquet and wood flooring is typically quoted at AED 150 to 400 per square metre (parquetflooring.ae).
Those ranges are wide because the products inside them are not the same product. A plank at AED 35 and a plank at AED 85 can look identical in a photograph. The differences sit where photographs cannot reach: the thickness and cure of the wear layer, the density of the core, the precision of the click profile, the warranty that is actually honoured 6 years in. We spent over 10 years renovating homes before we sold a single floor, and the pattern we kept meeting was simple. The cheap plank is not cheap. It is deferred. You pay the difference later, in replacement.
Our AED 130 sits where it sits because the spec sits where it sits. We would rather lose the buyer who is shopping on price alone than ship a floor we would not put in our own homes.
Why installation is a quote, not a rate
It would be tidy to publish a flat installation rate next to the material price. We do not, and the reason is honest: no two floors take the same work, and a flat rate has to be padded to cover the worst case or quietly topped up later. Both of those are ways of misleading you.
What installation actually involves varies with the home. Whether an existing floor needs lifting and disposing of. What condition the subfloor is in once it is exposed, and whether it needs levelling. How much trimming and transition work the layout demands, because doorways, kitchen islands, and curved walls all take hand work. Whether skirting comes off and goes back on, or gets replaced. An empty new apartment with a flat slab and a furnished villa with tiled floors and 14 doorways are simply not the same job, and pretending otherwise is how this market ends up with quotes that grow after the contract is signed.
So our process is this. The site visit and measure are free. Within 48 hours you get a fixed-price quotation, and fixed means fixed. The price includes the things a proper installation requires: subfloor moisture testing, 48 hours of acclimatisation before fitting, hand-fitted trims and transitions, and a 2-year workmanship guarantee on top of the manufacturer warranty. One in-house team supplies and installs, so there is one line of accountability when you have a question.
The questions to ask about any quote
Wherever you buy, including from us, the way to compare quotes is to make them answer the same questions. Does the price include removing and disposing of the existing floor? Does it include subfloor preparation, or is levelling an extra that appears once the old floor is up? Are trims, transitions, and skirting in the number? Is the price fixed, or an estimate? And who do you call if something is wrong a year later, the seller or some separate fitting crew the seller subcontracted?
A low headline rate that excludes 4 of those 5 things is not a low price. It is an incomplete one.
Flooring is one of the few things in a home you touch every single day, usually barefoot, for a decade or more. Priced per year of honest service, the difference between the cheap plank and the right one is smaller than the banners suggest. We would rather you knew the real numbers before anyone visits your home. That, as far as we can tell, is what a fair price looks like. --- PRODUCT LINK USED: /spc.html (one mention, in the material pricing section) INTERNAL LINKS USED: /blog/spc-lvt-engineered-wood-how-to-choose.html, /blog/stopped-selling-solid-oak.html NOTES FOR OLIVER: This is keyword plan post #1, targeting "flooring cost per square metre dubai" and "how much does spc flooring cost in dubai". Your prices used as given: SPC AED 130/m2 material, LVT AED 100/m2 material. Installation handled as fixed quote after free measure, no published rate, per your choice. Engineered wood pricing left out, per your choice. Market benchmark ranges (AED 35 to 85 material, 65 to 380 installed, parquet 150 to 400) are cited to chic-floors.com and parquetflooring.ae from the SEO research notes; I named the sources in the body so we are not presenting their figures as ours. No other figures used beyond the verified facts list. Word count approx 1,070. One thing to verify before publish: that AED 130 and AED 100 are the prices you want public and current at publish time, since this post only works if the published number matches the quote a customer later receives. Suggest BlogPosting schema plus a real datePublished, since price content benefits from visible freshness; consider an annual refresh with the year in the meta rather than the title.