Carlson’s Floors

Name

Carlson’s Floors

Legal name

CCA Global Partners, Inc.

Website

https://carlsonsfloors.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Flooring Retail & Installation

NAICS

Floor Covering Retailers (449121), Flooring Contractors (238330), Building Material and Supplies Dealers (4441)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industries

Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Commercial Flooring Retail (Contract/Trade-Focused) (CRAIAGAL)

Keywords

• Flooring retail
• Carpet installation
• Hardwood flooring
• Commercial flooring
• Tile flooring

Headquarters

HQ city

Geneva

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Flooring Product Sales: Retail sale of flooring materials including hardwood, carpet, luxury vinyl, laminate, and tile; products sourced from trusted brands and artisan collections; customers purchase materials directly or through design consultation
2. Installation Services: Professional installation services by in-house installers; includes subfloor preparation, moisture testing, and precision craftsmanship for both residential and commercial projects
3. Custom Fabrication: Custom area rugs, stair runners, tiled showers, and backsplashes fabricated to customer specifications
4. Financing Services: Partnership with Synchrony Bank to provide financing options for customers, enabling flexible payment for flooring projects

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Carlson's Floors is a family-owned flooring retailer and installer selling carpet, hardwood, luxury vinyl, laminate, tile, and area rugs sourced from top manufacturers. The company pairs product sales with professional in-house installation, custom fabrication (custom rugs, stair runners, tiled showers, backsplashes), shop-at-home consultations, and a dedicated commercial division serving contractors, builders, and property managers across the Fox Valley region. Operations are anchored by a Geneva, IL showroom and supported by an online Room Visualizer and Synchrony Bank financing integration.

Product overview

Carlson's Floors is a family-owned flooring retail and installation company serving Geneva, IL, and the Fox Valley/Tri-City area since 1967. Its product portfolio spans six core flooring categories — Carpet, Hardwood, Luxury Vinyl (LVP/LVT), Laminate, Tile, and Area Rugs — each supported by a curated mix of sub-products (backsplash tile, carpet padding, custom stair runners, custom tiled showers, heated flooring systems, natural stone tile, shower systems, wall tile) and complementary services (commercial and residential installation, hardwood refinishing, moisture testing, shop-at-home, financing). The company operates as a single unified offering centered on in-showroom consultation and full-service installation, augmented by an online Room Visualizer tool for at-home previewing and a Synchrony Bank financing integration. Its commercial and residential divisions share the same core product lines but serve distinct client segments, with the commercial division additionally providing moisture mitigation, surface preparation, and project management services. Individual branded products (e.g., Mohawk Adeline Creek laminate, Daltile Advantage Square tile, Hallmark Floors True hardwood, Core Elements Abalina Click vinyl) are listed in an online catalog alongside the broader category pages.

Differentiator

Problem solved

Functional benefit

Products and services

• Carpet A curated selection of luxury carpets including Berber, Frieze, Saxony, and Loop/Cut-Loop styles, sourced from top manufacturers and paired with professional installation, carpet padding, and custom area rug and stair runner fabrication. Targeted at residential homeowners and commercial customers in the Fox Valley region.
• Hardwood Flooring Solid and engineered hardwood flooring in wide-width and traditional styles from top brands, with enhanced temperature and humidity resistance options and services including professional installation and hardwood refinishing. Targeted at homeowners seeking timeless wood floors.
• Luxury Vinyl Flooring (LVP/LVT) Waterproof, scratch-resistant luxury vinyl plank (LVP) and luxury vinyl tile (LVT) flooring with realistic wood, stone, and tile designs, featuring exclusive design-driven brands not found at big-box retailers and paired with professional installation services. Targeted at residential and commercial customers needing durable, water-resistant floors.
• Laminate Flooring Wood-based core laminate flooring with realistic hardwood looks, wide-plank designs, textured finishes, and scratch/wear resistance; water-resistant but not fully waterproof, ideal for living rooms, bedrooms, and hallways. Targeted at homeowners seeking an affordable hardwood look.
• Tile Flooring Durable tile flooring in ceramic, porcelain, natural stone (marble, slate, travertine), and glass, including large-format tile, custom tile options for accent walls, backsplashes, custom showers, heated flooring compatibility, and mosaic medallions. Targeted at homeowners and commercial clients needing durable, water-resistant surfaces.
• Area Rugs (Pre-Made and Custom) Pre-made and custom-designed area rugs in various sizes, patterns, colors, and materials. Custom rugs are sized specifically for individual rooms with pattern, texture, and binding options. Targeted at homeowners seeking rugs to anchor furniture groupings and add softness and sound absorption.
• Commercial Installation Services Expert commercial flooring installation for healthcare, restaurants, multi-family housing, retail, fitness, and office spaces, covering moisture mitigation, surface preparation, large-format tile, wood, rubber, carpet, luxury vinyl, and sheet vinyl systems, with project management, specification support, and value engineering. Targeted at contractors, business owners, property managers, and general contractors.
• Residential Installation Services Professional residential flooring installation performed by Carlson's in-house installers, including subfloor assessment, precision layout, clean and respectful work performed on schedule, and hardwood refinishing services. Targeted at residential homeowners.
• Custom Fabrication Services Custom fabrication of area rugs, stair runners, tiled showers, and backsplashes to customer specifications, including custom binding, pattern, and texture options, large-format wall tile installations, and heated flooring compatibility. Targeted at homeowners needing tailored solutions for unique spaces.
• Shop At Home Service Mobile showroom service in which Carlson's design consultants bring flooring samples to the customer's home for in-space selection, comparison, and consultation. Targeted at residential customers who prefer to shop from home.
• Financing Services Flexible financing options enabling homeowners to start flooring projects without upfront cost, delivered via a credit application through Synchrony Bank for payment plan access. Targeted at residential customers needing to spread the cost of flooring projects.
• Moisture Testing and Subfloor Preparation Professional moisture testing and subfloor preparation service to assess conditions before flooring installation, ensuring proper preparation and preventing future flooring failures. Targeted at residential and commercial customers requiring pre-installation assessment.
• Daltile Advantage Square 12X12 Tile Residential floor tile in the Daltile Advantage Square series, 12x12 inch format, available in matte finishes including Percussion Taupe, Portrait White, Mural Taupe, Renoir Grey, Aria White, Trumpet Grey, Washed White, Aged Grey, and Distressed Beige. Targeted at homeowners shopping for individual tile SKUs.
• Core Elements Abalina Click Vinyl Residential and commercial luxury vinyl flooring from the Core Elements brand, featuring a click installation system with floating and glue options, in Natural Oak colorway. Targeted at residential and commercial buyers looking for click-lock LVT.
• Hallmark Floors True Hardwood Textured hardwood flooring from Hallmark Floors Inc. with beveled edges and glue installation, available in colors including Onyx, Amber, Orange Blossom, and Orris. Targeted at homeowners seeking textured, glue-down hardwood.
• Mohawk Adeline Creek Laminate Commercial laminate flooring by Mohawk from the Adeline Creek collection with wood appearance and floating installation suitable for on, above, and below grade locations, in Toasted Timber Oak, Malted Oak, Stones Throw Oak, and Pale Oak colorways. Targeted at commercial and residential buyers needing durable laminate.

Quantifiable outcome

• 4.9/5 average customer rating
• +2 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Associated Builders and Contractors (ABC)coreOthersTrade association membership providing access to commercial construction industry resources, networking, and professional development opportunities for the commercial division
• Contractors Network Group (CNG)minorOthersContractor network group membership facilitating connections with other trade partners and potential commercial project referrals
• Top Flooring Manufacturers and Artisan SupplierscoreStrategic or Co-development PartnerStrong relationships with trusted brands and artisan collections including Karastan Black Label, Fabrica wool, Mohawk, Stanton, and other top manufacturers; provides exclusive access to design-driven products not found at big-box retailers

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tile Shop Holdings: Specialty tile and natural stone retailer with showrooms offering tile flooring, wall tile, mosaics, and accessories. Comparable to Carlson's tile flooring category (especially the custom shower and backsplash work), though Tile Shop is tile-focused rather than a multi-category flooring retailer.
• Abbey Carpet & Floors: Cooperative flooring retail brand with independently-owned member showrooms offering carpet, hardwood, tile, luxury vinyl, and area rugs with design consultation and installation. Closely comparable to Carlson's in business model, scale, and customer experience, though it operates across more U.S. geographies.
• Carpet One Floor & Home: Cooperative flooring retail brand owned by Carlson's parent entity, CCA Global Partners, Inc. Directly comparable model: locally-owned member stores selling carpet, hardwood, tile, vinyl with design consultation and professional installation. Carlson's is in fact a member/affiliate brand under the same corporate umbrella.
• LL Flooring (formerly Lumber Liquidators): Specialty flooring retailer focused on hardwood, vinyl, laminate, and tile with both showroom and online channels and professional installation referrals. Comparable to Carlson's as a multi-category flooring retailer serving DIY and pro customers, though at much larger national scale.
• Empire Today: National direct-to-consumer flooring retailer specializing in shop-at-home consultations and next-day installation of carpet, hardwood, vinyl, and tile. Comparable to Carlson's in combining flooring sales with bundled professional installation and in-home consultation, but with national advertising and scale advantages.

Others

• Shaw Industries: Major U.S. flooring manufacturer and subsidiary of Berkshire Hathaway producing carpet, hardwood, luxury vinyl, tile, and sports flooring. Not a direct competitor but a key upstream supplier to Carlson's commercial and residential projects; useful peer for understanding product availability, pricing trends, and sustainability of the flooring supply chain Carlson's depends on.
• Mohawk Industries: Largest U.S. flooring manufacturer supplying carpet, hardwood, laminate, and luxury vinyl (brands include Mohawk, Karastan, Pergo). Not a direct competitor but a key supplier relationship for Carlson's; relevant peer for understanding upstream economics and product innovation in the categories Carlson's sells.

Broad incumbents

• Floor & Decor Holdings: Large publicly-traded specialty flooring retailer with showrooms across the U.S. offering hardwood, tile, vinyl, laminate, and installation services. Comparable to Carlson's as a multi-category flooring retailer, though Floor & Decor operates at vastly greater scale and competes on price/selection while Carlson's competes on consultation and curation.
• The Home Depot: Largest U.S. home improvement retailer with extensive flooring departments across carpet, hardwood, vinyl, laminate, tile and installation services. Indirect competitor for residential flooring projects in the same Fox Valley / Chicago metro geography where Carlson's operates.
• Lowe's: Second-largest U.S. home improvement retailer with significant flooring assortment (Pergo, Mohawk, Shaw, Allen+Roth) and installation services. Competes for the same residential renovation flooring dollars as Carlson's, primarily on selection breadth and price rather than consultation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/carlsonsfloors
• Facebookfacebook.com/carlsonsfloors

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 Carlson’s Floors