Tapi Carpets, a three-year-old flooring chain, has begun dismissing its employees as it is affected by the same market conditions that are detrimental to its rival Carpetright and other retailers.
The aspiring company, backed by Carpetright's founder Lord Harris of Peckham, has initiated consultation sessions earlier this week and expects redundancies "in the near future". That's money.
Employees in the Gateshead, Slough and Aberdeen stores are affected by the downsizing, which in some parts of the country has reduced the company to "difficult trading conditions".
Tapi Carpets has begun laying off business in some of its stores in the face of tough trade
Tapi Carpets was launched in 2015 by Lord Harris' son Lord Harris, who spent 23 years at Carpetright alongside his father.
He founded Tapi shortly after he and his father – called Carpet King – left the former family business.
Lord Harris (above) founded Carpetright in 1988, now he and his son are behind Tapi
At the time, Harris said there was room in the market for both carpet companies, but a bitter rivalry between the two companies has now become apparent.
Tapi has put pressure on the market leader by opening many of its 100 stores, which are less than a mile from Carpetright's most profitable stores and attract a large portion of its workforce.
According to reports filed with the Companies House, Tapi Carpets had to incur a loss of £ 10.9m on sales of £ 56.9m in the period to December 2017.
Tapi opened its 100th store this year
Harris previously said the company had around 200 stores and would make a profit by 2018.
Since then he has rowed back these demands, instead putting the shop number at around 125 and talking about profits on hold.
Tapi Carpets is the latest in a long line of large retailers who fall victim to harsh trading conditions. A deadly cocktail of consumer insecurity, fierce competition and rising costs has also hurt retail sales.
Wilf Walsh (above) took over Carpetright's position in 2014 when Lord Harris retired from the company
Carpetright, founded by Lord Harris in 1988, is in the midst of an urgent restructuring as it draws 92 stores from the cumbersome store and seeks to restore profitability. The branch closures affect around 300 employees.
Earlier this week, Carpetright announced that sales in the last six months had been "heavily influenced" by the closures of stores and remained "negative" in the fall.
Martin Harris said, "I will not comment on an isolated case. There are isolated cases in which people were removed from shops that do not do enough business.
"As a company, we have grown incredibly fast and have the best trust pilot value in the country. The net profit from month to month is always positive. "