What IncStores.com does

IncStores.com, doing business as Flooring Inc. (legal entity IncStores LLC, Tennessee), is a U.S. specialty flooring e-commerce retailer operating through flooringinc.com. The company sells a broad portfolio of flooring products spanning rubber, garage, dance (Marley), foam, outdoor, turf, carpet, vinyl, and wood/laminate categories, organized under multiple private-label sub-brands including Traxxon (rubber), Nitro (garage tiles), VersaStep (dance), TritonCore (vinyl planks), Helios (deck tiles), ProGame (sports flooring), and Jamboree (playground tiles).

The platform is built on Magento and supported by a proprietary Custom Flooring Designer Tool for garage layouts, a Free Sample program, and a Quick Ship Pre-Cut fulfillment program tied to six regional U.S. warehouses that enable next-day and 1-5 business day shipping depending on buyer ZIP code. The website also incorporates Price Match Guarantee, Money Back Guarantee, Affirm BNPL financing, and a Pro Advantage program for professional buyers, alongside an Insider's Club email list and active social channels.

The business model is direct-to-consumer, one-time-sale unit pricing per square foot ranging from roughly $0.99 (basic carpet tile) to $6.75 (premium playground tiles), with no subscription or recurring component. Revenue derives entirely from product sales to a long-tail mix of DIY consumers, home-gym owners, dance studios, commercial gyms, data-center operators, schools, and contractors across the United States. The company was founded in 2010 (per copyright notice; firmographic data conflicts) and operates from 1958 Almaville Road, Suite #110, Smyrna, TN, with 51-100 employees and no disclosed external funding.

Name

IncStores.com

Legal name

IncStores LLC

Website

https://incstores.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

IncStores.com, operating as Flooring Inc., is a U.S. specialty flooring e-commerce retailer selling rubber, garage, dance, foam, outdoor, turf, carpet, vinyl, and wood/laminate flooring directly to consumers, small businesses, and commercial buyers via its Magento-based site and six regional warehouses.

Ownership category

akta.pro rank

Product category

Specialty Flooring Retail

NAICS

Floor Covering Retailers (449121)

SIC

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

akta.pro primary industry

Commercial Flooring Retail (Contract/Trade-Focused) (CRAIAGAL)

akta.pro secondary industries

Carpet & Area Rug Flooring Retail (CRAIAGAE), Laminate Flooring Retail (CRAIAGAC), Hardwood Flooring Retail (CRAIAGAB), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ)

Keywords

• Specialty flooring products
• Rubber flooring retailer
• Garage floor tiles
• Dance marley flooring
• Commercial flooring solutions

Headquarters

HQ city

Mesa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Flooring Product Sales: Direct one-time sale of flooring materials (rubber, foam, vinyl, carpet, turf, wood/laminate) to consumers and commercial buyers. Unit pricing per square foot with no subscription component. Revenue generated through direct e-commerce transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

IncStores.com (operating as Flooring Inc.) is a specialty e-commerce flooring retailer selling rubber, garage, dance, foam, outdoor, turf, carpet, vinyl, wood/laminate, and commercial flooring products directly to consumers and contractors. The company operates its own private-label sub-brands (Traxxon, Nitro, VersaStep, TritonCore, Helios, ProGame, Jamboree) and fulfills orders from six U.S. regional warehouses, offering free samples, custom design tools, financing via Affirm, and a Pro Advantage program for professional buyers.

Product overview

FlooringInc is a flooring superstore operating as an e-commerce platform that offers an extensive portfolio of flooring products across multiple categories. The platform provides a unified shopping experience with sub-brands including Traxxon (rubber flooring), Nitro (garage tiles), VersaStep (dance flooring), TritonCore (vinyl planks), Helios (deck tiles), ProGame (sports flooring), and Jamboree (playground tiles), alongside broader product categories for rubber, garage, dance, foam, outdoor, turf, carpet, vinyl, wood/laminate, commercial, and accessory products. The company differentiates through services like free sample requests, custom flooring design tools, financing via Affirm, professional Pro Advantage programs, next-day shipping on select items, price match guarantees, and money-back guarantees.

Differentiator

Problem solved

Functional benefit

Products and services

• Rubber Flooring
• Traxxon Rubber Flooring
• Garage Flooring
• Nitro Garage Floor Tiles
• Dance Flooring
• VersaStep Dance Flooring
• Foam Flooring
• Outdoor Flooring
• Helios Deck Tiles
• Turf & Artificial Grass
• Carpet Tiles & Rolls
• Vinyl Flooring
• TritonCore Vinyl Planks
• Wood & Laminate Flooring
• Commercial Flooring
• Shaw Intellect Carpet Tile
• ProGame Sports Flooring
• Jamboree Playground Tiles
• Underlayment & Flooring Accessories
• Pro Advantage Program

Named customers2 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

One partnership is on record.

• AffirmsupportingGTM or Marketing PartnerFinancing partnership enabling Buy Now, Pay Later options for customers. Affirm provides installment payment options (as low as 0% APR) for flooring purchases, reducing purchase friction on larger projects.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Tile Shop: Specialty retailer of tile, stone, and flooring with both showroom and e-commerce channels; comparable in its vertical specialization, pro/DIY customer mix, and reliance on premium hard-surface categories like Flooring Inc.'s wood, vinyl, and laminate lines.
• Floor & Decor Holdings: Largest U.S. specialty flooring retailer with a comparable big-box assortment of hard and soft surface flooring, installation supplies, and pro-focused service offerings; Floor & Decor's scale, in-store showroom model, and pro-focused program (Pro Premier) directly compete with Flooring Inc.'s DTC-plus-Pro Advantage positioning.
• Greatmats: Online specialty retailer of rubber, foam, vinyl, and athletic flooring for home gyms, playgrounds, and commercial facilities; directly overlaps Flooring Inc.'s niche category leadership in garage gym, dance, playground, and rubber flooring with a similar e-commerce, sample-based model.
• Wayfair: Large online-only home goods retailer with a meaningful flooring and rug category; comparable as a pure-play e-commerce home retailer reliant on third-party logistics, SEO, and content marketing, though with a much broader home assortment and weaker specialty flooring depth.
• LL Flooring (formerly Lumber Liquidators): Was the closest U.S. pure-play specialty flooring retailer (hardwood, laminate, vinyl, tile) before its 2024 bankruptcy; illustrates the structural pressures—big-box competition, margin compression, and operational complexity—that a similar specialty flooring model faces.

Broad incumbents

• Lowe's: Second-largest U.S. home improvement retailer with a comparable in-store and online flooring assortment, pro loyalty programs (Lowe's for Pros), and installation services that bracket Flooring Inc.'s niche assortment and Pro Advantage offering.
• Shaw Industries (Berkshire Hathaway): One of the world's largest flooring manufacturers (carpet, hardwood, vinyl, tile) and a Flooring Inc. supplier (e.g., Shaw Intellect carpet tiles); competes broadly in commercial and residential flooring channels and represents the upstream supplier that any specialty retailer must negotiate with.
• Mohawk Industries: Global flooring manufacturer with leading positions in carpet, ceramic tile, laminate, and vinyl; competes with Flooring Inc. through big-box distribution and direct contractor programs, setting the wholesale pricing baseline that shapes Flooring Inc.'s gross margin.
• Home Depot: Largest U.S. home improvement retailer carrying an extensive flooring assortment (carpet, tile, vinyl, laminate, wood) across physical stores and homedepot.com; the dominant competitor for DIY and pro flooring buyers that any specialty retailer must outperform on selection depth or pricing.

Emerging players

• BuildDirect: Online flooring marketplace connecting buyers directly with manufacturers; overlaps Flooring Inc.'s direct-from-warehouse specialty positioning with a marketplace twist that could pressure margins or provide a partnership/distribution outlet depending on execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xinstagram.com/flooring_inc
• YouTubeyoutube.com/user/flooringincvideos
• Facebookfacebook.com/Incstores
• Instagraminstagram.com/flooring_inc
• Pinterestpinterest.com/flooringinc
• LinkedInlinkedin.com/company/incstores-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 IncStores.com