Beauflor
Beauflor USA is a US-based manufacturer of luxury vinyl roll flooring, producing five curated collections at its Cartersville, Georgia facility for distribution through independent flooring retailers nationwide, serving residential, multi-family, and light commercial customers.
- Company typePrivate
- Founded2016
- HeadquartersWhite, United States
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What Beauflor does
Beauflor USA is a US-based manufacturer of luxury vinyl roll (LVR) flooring, operating as the American subsidiary of Belgian flooring conglomerate Beaulieu International Group. The company produces and distributes five curated flooring collections—Blacktex HD, Craftech, Metro+, Reflect+, and Omega+—targeting residential homeowners, the multi-family housing segment (apartments and condos), and light commercial applications. Its products are waterproof, feature integrated textile cushion backing for comfort and sound absorption, utilize high-definition printing and embossing to replicate natural wood and stone aesthetics, and hold FloorScore indoor air quality certification with ortho-phthalate-free formulations. Warranty terms range from 10 to 25 years depending on collection.
Beauflor manufactures at its Cartersville, Georgia facility, which hosts Metro Atlanta's largest rooftop solar power system (1,040 kW capacity, nearly 2,000 panels), reflecting a commitment to sustainable domestic manufacturing. The company operates a two-tier go-to-market model: it sells exclusively through a network of independent flooring retailers across the United States rather than direct-to-consumer, using a dealer locator tool, a web-based Room Visualizer, a Look Book content resource, blog content marketing, and industry trade show participation (such as NRF's New England Flooring Market) to drive consumer demand into the retail channel. Revenue is generated entirely through wholesale hardware sales of flooring rolls to the trade channel; no public pricing is disclosed.
The company positions its products as affordable, low-maintenance alternatives to hardwood, tile, and stone flooring, addressing consumer pain points of moisture damage, high maintenance costs, and cold or hard underfoot feel. Products support both loose-lay and glue-down installation methods, with loose-lay capabilities of up to 500 sq. ft. for premium collections. Beauflor is privately held, with no independent external funding or venture capital backing, and is integrated within the Beaulieu International Group corporate structure.
Beauflor firmographics
Firmographics- Name
- Beauflor
- Legal name
- Beauflor USA
- Website
- https://beauflor.us
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Beauflor USA is a US-based manufacturer of luxury vinyl roll flooring, producing five curated collections at its Cartersville, Georgia facility for distribution through independent flooring retailers nationwide, serving residential, multi-family, and light commercial customers.
- Ownership category
- akta.pro rank
Beauflor industry classification
Industry- Product category
- Vinyl Flooring
- NAICS
- Carpet and Rug Mills (31411), Flooring Contractors (238330)
- SIC
- Unsupported Plastics Film & Sheet (3081), Plastic Material, Synth Resin/Rubber, Cellulos (No Glass) (2820)
- akta.pro primary industry
- Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH)
- akta.pro secondary industries
- Floor Covering Finishing & Treatment (Dyeing/Printing/Coating/Stain Resistance) (IMAOAJAL), Carpet Cushion & Underlay Manufacturing (IMAOAJAJ)
Keywords
Where Beauflor is headquartered
LocationHeadquarters
- HQ city
- White
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Beauflor business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Luxury Vinyl Roll Flooring Sales: Beauflor generates revenue through the sale of luxury vinyl roll flooring products to independent retailers and consumers. Products are sold through a network of flooring dealers across the US. The company manufactures in the USA and sells directly to the trade channel.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Beauflor product offering
Product offeringCore offering
Beauflor manufactures and sells luxury vinyl roll (LVR) flooring products through a US-based dealer network. The company offers five curated collections—Blacktex HD, Craftech, Metro+, Reflect+, and Omega+—featuring waterproof construction, integrated cushion backing, and high-definition printed designs. Manufacturing is conducted in Cartersville, Georgia, with corporate offices in White, Georgia, and the company supports both residential and light commercial applications, including the multi-family housing segment.
Product overview
Beauflor is a luxury vinyl roll flooring brand offering five curated collections: Blacktex® HD (enhanced textile backing with premium comfort), Craftech™ (made-in-USA, easy installation), Metro+ (urban multi-family focused), Reflect+ (modern interiors with 15 designs), and Omega+ (wood/tile designs with hybrid looks and 25-year warranty). All products are waterproof, feature cushioned backing for comfort, and support loose-lay or glue-down installation. The company also provides digital tools including a Room Visualizer and Look Book. Beauflor is a brand of Beaulieu International Group, headquartered in White, Georgia, with US manufacturing operations in Cartersville, Georgia.
Differentiator
Problem solved
Functional benefit
Brands
- Beauflor USA: US-based brand of luxury vinyl roll flooring under Beaulieu International Group
Products and services
- Blacktex HD A luxury vinyl roll collection featuring embossed textures, vivid colors, and enhanced durability with an innovative textile backing that provides comfort underfoot, thermal insulation, and sound absorbency; waterproof construction suitable for residential and light commercial interiors.
- Craftech A made-in-USA luxury vinyl roll collection designed for loose-lay or glue-down installation, featuring durability, easy cleaning, waterproof performance, and on-trend colors and designs for high-traffic residential areas.
- Metro+ A luxury vinyl roll collection inspired by urban living, designed for the multi-family segment with updated designs and colors based on the latest interior trends, offering spill resistance, scratch resistance from pets, easy installation, waterproofing, and affordability.
- Reflect+ A luxury vinyl roll collection with 15 designs for transitional and modern interiors, featuring high-definition visuals, contemporary patterns, waterproof and durable construction, and easy installation with loose-lay capability up to 225 sq. ft., backed by a 15-year residential warranty.
- Omega+ A luxury vinyl roll collection showcasing wood and tile designs in trendy colors such as whitewash, gray, honey brown, and espresso tones, with mixed-width plank and 12x12 tile visuals, hybrid plank/tile combinations, integrated cushion backing, 25-year residential warranty, and loose-lay installation up to 500 sq. ft.
- Room Visualizer A web-based digital tool that allows users to upload a photo of their room and explore Beauflor flooring styles, compare colors, patterns, and textures, and save or share their favorite look; provided to consumers to support product selection.
- Look Book A curated collection of room inspiration featuring Beauflor flooring in real-life settings, showcasing colors, textures, and collection stories to help customers and dealers choose the right floor.
Quantifiable outcome
- 25 year residential warranty on Omega+ collection
- +3 more outcomes
Companies that use Beauflor
Customer profileSegments3 records
Ideal customer profiles3 records
Beauflor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Beauflor partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- Cherry Street EnergycoreCherry Street Energy built and maintains Metro Atlanta's largest rooftop solar power system at Beauflor's manufacturing facility in Cartersville, Georgia. The 1,040 kW solar system with nearly 2,000 panels was completed in under four months. Under a 30-year solar energy procurement agreement, Cherry Street Energy invested $1.8 million. Beauflor purchases the electricity directly, achieving immediate energy savings and long-term cost stability. The system offsets approximately 920 metric tons of carbon emissions annually.
- Beaulieu International GroupflagshipBeauflor is a brand of Beaulieu International Group, a global leader in vinyl flooring. The parent company provides manufacturing expertise, global scale, and brand infrastructure for Beauflor USA operations.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Beauflor competitors and assessment
Company assessmentEmerging players
- Karndean Designflooring: Karndean is a UK-based luxury vinyl flooring specialist targeting residential and commercial design-led customers through dealers, overlapping with Beauflor's premium-positioned collections.
- COREtec (US Floors / Shaw): COREtec is the leading US LVT/LVP brand (now Shaw-owned) competing directly with Beauflor in the waterproof resilient flooring category through independent dealers.
Direct peers
- IVC Group (Mohawk): IVC Group, now part of Mohawk, is a Belgian resilient flooring manufacturer with sheet vinyl and LVT expertise that directly overlaps with Beaulieu/Beauflor's category heritage.
- Mannington Mills: Mannington manufactures resilient (vinyl sheet, LVT) and other flooring in the US for residential and commercial channels, overlapping directly with Beauflor's cushion-backed vinyl roll offering.
- Congoleum: Congoleum is a US-based resilient flooring manufacturer specializing in vinyl sheet and luxury vinyl products for residential and commercial applications, the closest direct analog to Beauflor's LVR-focused model.
- Tarkett: Tarkett is a global resilient flooring manufacturer with vinyl sheet and LVT portfolios serving residential and commercial markets, directly comparable in product technology and channel strategy.
Broad incumbents
- Forbo Flooring: Forbo is a European flooring manufacturer offering resilient vinyl sheet and other commercial-focused flooring, comparable in resilient technology and global manufacturing scale to Beauflor's parent group.
- Shaw Industries: Shaw Industries (Berkshire Hathaway) is a US flooring giant with extensive LVT/LVP (COREtec) and resilient sheet offerings distributed through retailers and dealers nationwide, competing across Beauflor's entire segment.
- Armstrong Flooring: Armstrong Flooring is a long-established US resilient flooring manufacturer with vinyl sheet and LVT product lines competing across residential and light commercial channels.
- Mohawk Industries: Mohawk is a US-based flooring conglomerate offering LVT, sheet vinyl, and rigid core products through national retail and dealer networks, a broad incumbent competitor in resilient flooring.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Beauflor social profiles
Digital presenceBeauflor compliance and trust
Trust signalCompliance3 records
Beauflor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Beauflor leadership team
Management profileNumber of profiles
Profiles1 record
Beauflor funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Beauflor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Beauflor
What does Beauflor do?
Beauflor manufactures and sells luxury vinyl roll (LVR) flooring products through a US-based dealer network. The company offers five curated collections—Blacktex HD, Craftech, Metro+, Reflect+, and Omega+—featuring waterproof construction, integrated cushion backing, and high-definition printed designs. Manufacturing is conducted in Cartersville, Georgia, with corporate offices in White, Georgia, and the company supports both residential and light commercial applications, including the multi-family housing segment.
Is Beauflor a public or private company?
Beauflor is a private company. It is classified as corporate owned and is currently operating.
When was Beauflor founded?
Beauflor was founded in 2016. It employs 251 to 500 people.
Where is Beauflor based?
Beauflor is headquartered in White, United States, in the North America region.
How does Beauflor make money?
One revenue line is on record: luxury Vinyl Roll Flooring Sales.
Who are Beauflor's main competitors?
Emerging players on record are Karndean Designflooring and COREtec (US Floors / Shaw). Direct peers are IVC Group (Mohawk), Mannington Mills, Congoleum and Tarkett. Broad incumbents are Forbo Flooring, Shaw Industries, Armstrong Flooring and Mohawk Industries.
Does Beauflor have an API?
No public API is recorded for Beauflor.
What industry is Beauflor in?
Beauflor's product category is Vinyl Flooring. Its primary akta.pro industry code is IMAOAJAH, Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork), with a secondary code of IMAOAJAL, Floor Covering Finishing & Treatment (Dyeing/Printing/Coating/Stain Resistance). Its NAICS code is 31411 and its SIC code is 3081.