Yes my fitting is cheap becuase have a carpenter here doing my kitchen already. Materials from a local independent about £32/sqm but I negotiated hard to get that!!! Getting underlay online has saved a bit too...
Agree with what myron said re independent supply and fit, and them wanting your business. I put my requirements up on freeindex.co.uk as I sat in bed one Sunday morning, and by 10am I had a reply (the one I eventually went for) and by Wednesday I had all five quotes/bids. Went to the shop to decide on the flooring type, and it was done within a couple of weeks.
I had 90m2 of engineered wood flooring installed. Fitting was £10 m2 which I believe is fairly standard. The cost/quality of engineered wood flooring is like any other finish - how long is a piece of string? You need to have a budget in mind and then physically go and look at them in showrooms - not a hand size sample through the post especially when you are spending thousands!
The quality/cost of underlay also varies considerably. Do your research - the width of plank, thickness of wood veneer (most important price factor), plywood, MDF or chipboard base all contribute to price differentials. Do your research.
There are better prices on the internet BUT we decided to plump for a local independent for better customer service which was the right decision for us. They supplied and fitted the wooden flooring and the carpets for our entire house. We negotiated a 15% discount and got the flooring trims and the radiator pipe covers thrown in for free (every little counts especially when we are talking 10+ radiators in the space covered) . Obviously, it was a big job overall and he wanted my business so it was in his interest to do me a fair deal.
The partner of the business personally laid it and quality controlled/cherry picked the actual boards - rejecting approx 10% of them which he persuaded his supplier/manufacturer to accept them at no extra cost. Even for expensive engineered wood, the quality of the boards in each pack is variable - I definitely wouldn't have been able to do this had I bought from the internet. Very glad in hindsight that we plumped for the same business to supply & fit - you have one source of redress if things don't go to plan. HTH