Beauflor

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.

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

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

• Vinyl flooring
• Luxury vinyl roll
• Resilient flooring
• Waterproof flooring
• Laminate flooring

Headquarters

HQ city

White

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. 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

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• Cherry Street EnergycoreStrategic or Co-development PartnerCherry 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 GroupflagshipOthersBeauflor 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

Emerging 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

• Xx.com/BeauflorUSA

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beauflor