What FLOR does

FLOR is a direct-to-consumer modular flooring brand operating as a subsidiary of Interface Inc. (NASDAQ: TILE), a publicly traded commercial flooring manufacturer. Founded in 2003 and headquartered in Atlanta, FLOR designs, manufactures, and sells 19.7" x 19.7" carpet tiles that customers connect using proprietary FLORdots adhesive dots to build custom area rugs of any size, shape, color, or pattern. The core product system is complemented by an online Design Studio configurator, curated Signature Rug collections, designer collaborations (notably the Trina Turk x FLOR line), a Carbon Negative / CQUEST sustainability line, and a Return & Recycle program that reclaims used tiles into new product.

The commercial model is product-led growth via FLOR.com, supported by free one-on-one design consultations available by phone, email, and virtual meeting. Pricing is unit-based: standard tiles range from $12.99 to $36.00 depending on style, cut tiles are priced at $3.50, sample tiles at $2.00, and outlet/random tiles at $2.99. Affirm Buy Now, Pay Later financing is offered at checkout. Beyond the core residential homeowner segment, FLOR runs a Design-Trade Professional program for interior designers and a FLOR Commercial division serving hospitality, retail, and corporate environments. The company markets across six channels — website/Design Studio, organic social (#myFLOR), email, designer collaborations, free design assistance, and print/digital catalogs.

FLOR's technology stack is anchored by the proprietary FLORdots adhesive system and is reinforced by a portfolio of Interface-held U.S. patents covering tufting methods, tile design and installation, digital printing, carbon-sequestering materials, and non-square rectangular tile geometry. The brand carries Green Label Plus indoor air quality certification and reports 69% recycled content and carbon footprints as low as 4.9 kg CO2e/m² across the product line. Operations span the United States and Canada; FLOR does not disclose standalone revenue and is reported within Interface Inc.'s consolidated financials.

Name

FLOR

Legal name

Interface FLOR

Website

https://flor.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

FLOR, a subsidiary of Interface Inc., designs, manufactures, and sells modular 19.7" carpet tiles and custom area rugs via DTC e-commerce, serving residential homeowners, interior designers, and commercial customers in the U.S. and Canada.

Ownership category

akta.pro rank

Product category

Modular Carpet Tiles & Custom Area Rugs

NAICS

Carpet and Rug Mills (314110), Floor Covering Retailers (449121), Home Furnishing Merchant Wholesalers (42322)

SIC

Carpets & Rugs (2273), Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Carpet Tile Manufacturing (Modular) (IMAOAJAB)

akta.pro secondary industries

Carpet & Carpet Tile (Broadloom, Modular) (IMADAJAB), Area Rug Manufacturing (IMAOAJAC), Carpet & Area Rug Flooring Retail (CRAIAGAE)

Keywords

• Modular carpet tiles
• Custom area rugs
• Carpet tile flooring
• Modular floor coverings
• Designer rug collections

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Carpet Tile and Area Rug Sales: Primary revenue from selling modular carpet tiles that customers purchase to create custom area rugs. Tiles sold individually with pricing from $12.99 to $36.00 per tile depending on style. Additional revenue from cut tiles ($3.50 each), samples ($2.00 each), and FLORdots accessories.
2. Design Services: Free design consultation services drive product sales. Professional design assistance available via phone, email, or virtual consultation to help customers select and configure FLOR products.
3. Trade Program: Design-Trade Professional program for interior designers and commercial clients, providing dedicated support and potentially different pricing structures for volume purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

FLOR manufactures and sells modular carpet tiles (19.7" x 19.7" / 50cm x 50cm) that connect using proprietary FLORdots adhesive technology to create customizable area rugs in any size, color, pattern, or shape. The company offers curated collections (Signature Rugs, Trina Turk x FLOR, Arras, Carbon Negative), free design assistance, an online Design Studio, samples, and a Return & Recycle sustainability program, sold primarily through FLOR.com direct-to-consumer e-commerce.

Product overview

FLOR is a modular carpet tile and custom area rug company. The core product consists of 19.7" x 19.7" carpet tiles that connect using proprietary FLORdots adhesive connectors, allowing customers to create custom area rugs in any size, color, or pattern. FLOR offers various collections including Signature Rugs, the Trina Turk x FLOR designer collaboration, Arras Collection, and Carbon Negative Rugs. The company provides online design tools (Design Studio with templates), free design consultation services, and a Return & Recycle sustainability program. Products are sold through FLOR.com with add-ons including FLORdots, FLORdots+, and sample tiles. The product range spans solid colors, patterns, graphics, and specialty styles organized by room type, color, and design aesthetic.

Differentiator

Problem solved

Functional benefit

Brands

• FLORdots: Adhesive connectors used to attach FLOR carpet tiles together to form custom area rugs
• FLORdots+
• Signature Rugs
• CQUEST
• Arras
• Trina Turk x FLOR

Products and services

• FLOR Carpet Tiles Modular carpet tiles measuring 19.7" x 19.7" (50cm x 50cm) that connect via adhesive FLORdots to create custom area rugs of any size, color, or shape. Priced $12.99 to $36.00 per tile.
• FLORdots Adhesive Connectors Adhesive dots that connect FLOR carpet tiles without adhering to floors. Includes visual notch guides for secure tile placement. Sold separately as a required accessory.
• FLORdots+ Enhanced Adhesive Connectors Premium adhesive connectors with improved grip and visual alignment guides for securing FLOR carpet tiles.
• Custom Area Rugs Custom-configured area rugs assembled by customers from any combination of FLOR carpet tile styles, colors, and patterns to fit specific room dimensions and design preferences.
• Signature Rugs Pre-designed area rug collections by FLOR featuring curated patterns and colorways for customers who prefer ready-made designs.
• Trina Turk x FLOR Collection Designer collaboration collection featuring patterns inspired by Trina Turk's California aesthetic, including Cactus Club ($29/tile), Desert Martini ($36/tile), Heat Waves ($30/tile), On Par ($27/tile), Racquet Club ($23/tile), California Dreaming, and Twin Palms.
• Arras Collection FLOR's curated rug collection featuring distinct patterns and colorways designed for residential interiors.
• Carbon Negative Rugs Eco-friendly rug collection featuring carbon-negative materials and sustainable manufacturing processes, with carbon footprint as low as 4.9 kg CO2e/m2 for some styles. Includes CQUEST sustainable line.
• Floor Runners Long, narrow area rugs made from FLOR carpet tiles, designed for hallways and entryways, available in customizable sizes.
• Sample Tiles 6" x 6" sample tiles priced at $2.00 each that allow customers to test colors and textures with existing paint or fabric swatches before purchasing full tiles.
• Outlet / Random Pattern Tiles Discounted carpet tiles sold as randomly selected inventory at $2.99 per tile. Final sale, no returns, not eligible for additional discounts.
• Design Assistance Service Free one-on-one consultation with FLOR's interior design consultants to help customers select tiles, configure custom rug designs, and specify layouts. Available by phone, email, or virtual consultation.
• Return & Recycle Program Sustainability program allowing customers to return old FLOR carpet tiles for recycling into new carpet products, supporting a circular economy model.

Quantifiable outcome

• 69% recycled content in products
• +1 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor, core and supporting.

• Dani DazeyminorGTM or Marketing Partner · 24 March 2026Designer Dani Dazey collaboration as part of FLOR's 'To the Max' marketing campaign. The campaign theme emphasizes bold, maximalist design and aims to attract customers seeking vibrant, expressive home decor styles.
• Trina TurkcoreStrategic or Co-development PartnerTrina Turk x FLOR is an ongoing designer collaboration collection featuring California-inspired patterns and colors. The collection includes multiple styles (Cactus Club, Desert Martini, Heat Waves, On Par, Racquet Club, California Dreaming, Twin Palms) with exclusive designs not available in standard FLOR offerings.
• AffirmsupportingGTM or Marketing PartnerAffirm provides Buy Now, Pay Later financing options for FLOR customers, enabling flexible payment plans for higher-ticket rug purchases. This partnership helps remove price barriers for customers purchasing custom rug configurations.
• InterfacecoreTechnology or IntegrationFLOR is a subsidiary of Interface, a leading flooring manufacturer. FLOR benefits from Interface's patented manufacturing technologies for carpet production, tufting methods, and sustainable materials. Interface holds multiple patents related to carpet tile design, manufacture, and installation that FLOR products utilize.

Scale indicators3 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Ruggable: Direct-to-consumer washable rug brand selling customizable, design-led area rugs online. Highly comparable to FLOR on product category (custom area rugs), target buyer (design-conscious residential consumers), and DTC e-commerce GTM.
• Annie Selke: Designer-driven area rug brand (Dash & Albert, Pine Cone Hill) sold direct-to-consumer and through trade channels. Highly comparable to FLOR on designer-led positioning, custom/signature rug collections, and trade professional programs.
• Loloi Rugs: Designer rug wholesaler and DTC brand partnering with well-known designers and brands. Comparable to FLOR on designer collaborations, trend-driven assortment, and trade/wholesale distribution to interior designers and specialty retailers.
• Rugs USA: Large online-first area rug retailer offering broad assortment across price points with frequent promotions. Comparable to FLOR as a DTC rug specialist, though at a more value-oriented price tier and with less emphasis on customization.

Broad incumbents

• Interface, Inc. Parent company and global carpet tile manufacturer (commercial-focused). Comparable as the broader incumbent in modular carpet tiles whose patented manufacturing IP FLOR leverages; same core technology category, but Interface operates primarily in commercial segments at much larger scale.
• Shaw Industries: Major US carpet and flooring manufacturer with broadloom, carpet tile, and hard-surface product lines. Comparable as a large incumbent covering similar modular and broadloom carpet categories, but at much greater scale and with a more commercial orientation.
• Mohawk Industries: One of the world's largest flooring manufacturers spanning carpet, rugs, LVT, and laminate. Comparable through its residential rug and carpet tile offerings; a broad incumbent with overlapping product categories rather than a direct DTC competitor.
• West Elm: Design-led home furnishings retailer (part of Williams-Sonoma) with a sizable area rug assortment sold DTC and through showrooms. Comparable as a competing destination for design-conscious consumers shopping for area rugs and home decor.
• Pottery Barn: National home furnishings retailer with a broad rug and home decor assortment. Comparable as a competing destination for design-conscious shoppers purchasing area rugs alongside broader home decor.

Emerging players

• Tumble: Direct-to-consumer washable, design-forward area rug startup. Comparable as an emerging digitally native rug brand targeting younger, design-conscious consumers with a similar emphasis on ease of cleaning and customization.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 FLOR