Rite Rug

What Rite Rug does

RiteRug Flooring is a family-owned flooring retailer founded in 1934, headquartered in Whitehall, Ohio, and operating 36 retail and outlet locations across 18 states in the Midwest and Southeast United States. The company sells flooring materials (carpet, hardwood, luxury vinyl, laminate, tile, area rugs) plus custom area rugs and stair runners, and bundles every sale with professional measurement, installation, and old-floor removal services. Its go-to-market is multi-channel: physical showrooms, mobile showroom vans that visit customers' homes, in-home shopping appointments, e-commerce via its website, and a Pro Solutions B2B division serving production home builders, multifamily property managers, trade professionals, real estate agents, and commercial clients (hospitals, schools, hotels, sports arenas). A dedicated Property Management division operates separately within the corporate structure to serve multifamily and student housing operators. Pricing is per square foot by SKU (carpet tiles from $0.46 to $1.55/sq ft, solid hardwood from $7.92 to $9.50/sq ft), with installation payments split 50% at order and 50% at installation, and a 24-month financing program available to qualified buyers. The company has no public listing, no external funding rounds, and no disclosed M&A activity.

Name

Rite Rug

Legal name

RiteRug Flooring

Website

https://riterug.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

251–500 employees

Short description

RiteRug Flooring is a family-owned, 90+ year flooring retailer operating 36 locations across 18 states, selling carpet, hardwood, luxury vinyl, laminate, tile, and rugs with bundled professional installation to residential homeowners, builders, property managers, contractors, and commercial clients.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121), Flooring Contractors (23833)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industries

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Hardwood Flooring Retail (CRAIAGAB), Commercial Flooring Retail (Contract/Trade-Focused) (CRAIAGAL), Specialty Floor Care (Strip/Wax, Burnish, Carpet & Upholstery) (BPABABAC), Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL)

Keywords

• Flooring retail
• Residential flooring
• Commercial flooring
• Flooring installation
• Custom area rugs

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: Sale of flooring materials including carpet, hardwood, luxury vinyl, laminate, and tile. Products are sold by unit (per square foot) with various brands including Shaw, Mohawk, Anderson Tuftex, Bruce, Hartco, Karastan, and RiteRug Exclusive lines.
2. Professional Installation Services: Complete installation services including measurement, professional installation, and removal of old flooring. Installation scheduling aligned with construction phases for builders.
3. Financing Programs: 24-month financing available with approved credit, enabling customers to pay over time for flooring purchases and installations.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

RiteRug Flooring retails and installs a broad assortment of flooring materials—carpet, hardwood, luxury vinyl, laminate, and tile—through 36 showrooms, outlet stores, and mobile showroom vans across 18 states. The company bundles professional measurement, installation, and removal of old flooring into every sale, and offers custom-cut area rugs and stair runners. A dedicated Pro Solutions division serves home builders, multifamily property managers, trade professionals, and commercial clients with field sales, standardized flooring programs, and next-day emergency service.

Product overview

RiteRug Flooring is a family-owned flooring retailer (since 1934) operating 36 locations across 18 states, offering a comprehensive portfolio of flooring products and related services. The core product line includes Carpet (Loop & Berber, Texture/Plush/Twist, Pattern, and Carpet Tile), Hardwood (Solid and Engineered in various species), Luxury Vinyl (Plank and Tile), Laminate, Tile (Ceramic, Porcelain, Stone, Glass/Metal), and Area Rugs. The company differentiates through custom products including Custom Area Rugs and Custom Stair Runners, which are cut and bound to exact specifications. Additional offerings include a Room Visualizer tool for digital design planning, in-home shopping appointments with mobile showroom services, professional installation, and specialized business programs for builders, property managers, and commercial clients. RiteRug also operates outlet stores offering discounted and closeout flooring products.

Differentiator

Problem solved

Functional benefit

Products and services

• Carpet Soft flooring available in multiple styles including Loop & Berber, Texture/Plush & Twist, Pattern, and Carpet Tile, with various color options and customization for residential and commercial spaces.
• Hardwood Solid and engineered hardwood flooring available in multiple wood species (Oak, Maple, Hickory, Birch, Pecan, Walnut), finishes (Traditional, Hand Scraped, Distressed, Wire Brushed), and installation methods.
• Luxury Vinyl Durable, waterproof flooring available as Luxury Vinyl Plank (LVP) and Luxury Vinyl Tile (LVT) with wood and stone looks, suitable for moisture-prone areas like kitchens and bathrooms.
• Laminate Affordable, low-maintenance flooring with wood or stone appearance, featuring layered construction for durability and resistance to wear.
• Tile Flooring available in ceramic, porcelain, glass, metal, natural stone, and other materials with various sizes, styles, and patterns for residential and commercial applications.
• Area Rugs Pre-sized area rugs in various sizes (3x5, 5x7, 6x9, 8x10), styles (solid, pattern, shag), with pet and child-friendly options that can be spot cleaned and vacuumed.
• Custom Area Rugs Tailored rugs cut and bound to exact specifications with thousands of color, style, and pattern options. Any carpet from the catalog can be converted into a custom rug.
• Custom Stair Runners Professionally measured and installed stair runners in custom widths and lengths with thousands of design options for residential stairs.
• Carpet Tile Self-laying or interlocking carpet tiles made from nylon or polyester, available in various colors, patterns, and textures with easy installation and replacement capabilities.
• Builder Flooring Programs Flooring programs for production and semi-custom home builders including pre-construction planning, model home selections, installation scheduling, and post-installation coordination across 18 Midwest and Southeast states.
• Property Management Services Multifamily flooring solutions offering warehouse inventory, next-day emergency service, and quality installation for apartment communities, student housing, senior living, and commercial properties.
• Commercial Flooring Services Flooring installation and maintenance services for public spaces including office buildings, schools, hospitals, hotels, and sports arenas, plus commercial floor cleaning and window treatments.
• RiteRug Outlet Stores Wholesale and discount flooring outlet stores in Columbus OH, Nashville TN, and Heath OH offering carpet, hardwood, luxury vinyl, tile, and laminate at reduced prices with closeout and special deals.
• Trade Professional / Contractor Services Contractor and trade professional division offering wholesale pricing and fast pickup from in-stock inventory for project-based flooring needs.
• Professional Installation Services Complete installation services including professional measurement, installation, and removal of old flooring, with next-day installation available for in-stock products and installation scheduling aligned with construction phases for builders.

Quantifiable outcome

• Next-day installation available for in-stock flooring
• +2 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Floor & Decor Holdings: Largest US specialty flooring retailer with 200+ stores. Directly comparable multi-category flooring retail model (hardwood, tile, LVP, laminate) serving both DIY and Pro customers, though at much larger national scale.
• LL Flooring (formerly Lumber Liquidators): National specialty flooring retailer focused on hardwood, vinyl, and laminate. Comparable multi-category flooring retail, with stronger brand but weaker service-led model than RiteRug.
• Abbey Carpet & Floor: Cooperative flooring retailer with hundreds of independently owned showrooms across the US. Closely comparable model to RiteRug in multi-category product mix and localized showroom service.
• Empire Today: US flooring retailer specializing in in-home shopping and next-day installation. Highly comparable mobile/in-home GTM and product breadth, focused primarily on the Midwest.
• Carpet One Floor & Home: Cooperative flooring retailer network across North America. Comparable multi-category retail and installation model, with member-owned local showrooms similar in feel to RiteRug's family operation.

Emerging players

• BuildDirect: Online flooring marketplace selling directly to consumers and Pros. Represents the digital-first competitive threat to showroom-led retailers, particularly in commodity LVP and laminate categories.

Broad incumbents

• The Home Depot: National home improvement retailer with deep flooring assortment and Pro-focused services. Competes for the same residential and Pro customers, but flooring is one of many categories and the model is self-service oriented.
• Mohawk Industries: Global flooring manufacturer supplying Mohawk, Karastan, and other brands that RiteRug retails. Competes upstream in manufacturing and downstream in commercial/specification channels.
• Shaw Industries: Largest US carpet manufacturer and a key RiteRug supplier (Shaw branded products carried). Competitor in commercial flooring projects and vertically integrated into adjacent retail/service channels.
• Lowe's: National home improvement retailer with comparable flooring and installation services. Competes broadly for homeowners and Pro customers, though installation is third-party in many cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/riterug
• LinkedInlinkedin.com/company/rite-rug
• Instagraminstagram.com/riterugflooring
• Pinterestpinterest.com/RiteRug
• Xx.com/RiteRug

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Rite Rug