What Flooret does

Flooret is a privately held, direct-to-consumer flooring brand founded in 2015 that designs and sells engineered flooring products across four collections: Modin Luxury Vinyl Plank (SPC rigid core, 27 SKUs across Base, Signature, Craftsman, and Herringbone formats), Arista Laminate (water-resistant core, AC5 wear layer), Silvan Resilient Hardwood (real European Oak veneer over a composite core), and Provence Natural Hardwood (European White Oak, launched February 2026). The company relies on third-party manufacturing and ships directly to U.S. customers through its own e-commerce site, with core technical differentiators centered on click-lock/DIY installation, 100% waterproof SPC construction, embossed-in-register texture for realistic wood aesthetics, and lifetime residential warranties backed by GREENGUARD Gold, FloorScore, and CARB compliance certifications.

Revenue is generated primarily through one-time product sales priced per square foot, ranging from $2.95 (Modin Base) to $10.45 (Provence 10" Natural Hardwood), supplemented by trim/accessories and low-cost sample kits ($1 cut samples and bundled kits). The go-to-market operates on three channels: DTC e-commerce to homeowners (the primary segment, served by a sample-first funnel), the Partner+ trade program for installers/contractors/designers with exclusive pricing and Resolve-backed financing, and Flooret Commercial, a dedicated division handling project-based enterprise sales for hospitality, multi-family, and other commercial buyers. A designer/influencer collaboration roster (Farah Merhi, Oak Ave House, Dallas Mavericks, among others) and a Roomvo-powered AR room visualizer support mid-funnel conversion.

The company is founder/CEO-led (Clint Mickle), privately held with no disclosed outside funding, headquartered with operations in the United States, and serves a long-tail customer base of 50,000+ cumulative homes. Customer mix is predominantly transactional and residential, with commercial revenue emerging but still a minority of overall volume.

Name

Flooret

Legal name

Flooret

Website

https://flooret.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Flooret is a privately held, direct-to-consumer flooring brand founded in 2015 that sells engineered SPC vinyl plank, laminate, and hardwood flooring to U.S. homeowners, trade professionals, and commercial buyers through its own e-commerce site, the Partner+ program, and a dedicated commercial division.

Ownership category

akta.pro rank

Product category

Flooring

NAICS

Floor Covering Retailers (449121), Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

akta.pro secondary industries

Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ), Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL)

Keywords

• Luxury vinyl plank
• Engineered hardwood flooring
• Resilient flooring
• Laminate flooring
• Waterproof flooring

Headquarters

HQ city

Lacey

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Flooring Product Sales: Primary revenue stream from direct sale of flooring products including Modin Luxury Vinyl Plank, Arista Laminate, Silvan Resilient Hardwood, and Provence Natural Hardwood collections. Products sold per square foot with tiered pricing based on product line and specifications (wear layer thickness, plank size). One-time purchase model with lifetime residential warranties.
2. Trim & Accessories: Sales of complementary products including stair nosings, treads, T-moldings, reducers, end caps, quarter rounds, and vapor barriers. These accessories complete flooring installations and represent additional revenue per transaction.
3. Sample Kits: Sales of cut samples, plank samples, and comparison kits at low price points ($1-$14.89) enabling customers to evaluate products before committing to full purchases.
4. Trade/Commercial Sales: B2B revenue through Partner+ program for trade professionals (installers, contractors, designers) with exclusive trade pricing, and commercial project sales through Flooret Commercial with project-based custom pricing.
5. Financing Services: Partnership with Resolve to offer financing options for customers, providing flexible payment terms (up to 60 days) supporting larger purchase decisions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Flooret designs, manufactures, and sells premium flooring products — including luxury vinyl plank (Modin), laminate (Arista), resilient hardwood (Silvan), and natural hardwood (Provence) — directly to homeowners and trade professionals through its e-commerce platform. The company also supplies trim and stair accessories, sample kits, and operates dedicated trade and commercial sales channels.

Product overview

Flooret is a Texas-based flooring brand offering four distinct product collections targeting homeowners and professionals: Modin Luxury Vinyl Plank (27 colors in Base, Signature, Craftsman, and Herringbone formats with SPC core technology), Arista Laminate (8 colors with water-resistant cores), Silvan Resilient Hardwood (6 colors combining real wood veneer with engineered performance), and Provence Natural Hardwood (European White Oak with refinishable surfaces). The portfolio is unified by shared design aesthetics, compatible trim and accessory systems, and a common positioning around durability, DIY-friendly installation, and value. Add-on services include sample kit programs, the Partner+ trade program with financing through Resolve, and a room visualizer tool.

Differentiator

Problem solved

Functional benefit

Brands

• Modin: Luxury Vinyl Plank (LVP) collection known for being 100% waterproof, pet-friendly, and DIY-friendly with lifetime warranty. Available in 27 colors with options including Base, Signature, and Herringbone styles.
• Arista
• Silvan
• Provence
• Flooret Commercial

Products and services

• Modin Luxury Vinyl Plank (LVP) Premium waterproof luxury vinyl plank flooring built on an SPC rigid core with click-lock installation and Embossed-In-Register texturing. Sold per square foot to homeowners, trade professionals, and commercial buyers seeking durable, design-forward LVP.
• Arista Laminate Laminate flooring line offered as a value-positioned wood-look alternative within the Flooret catalog. Sold per square foot through the same DTC, trade, and commercial channels.
• Silvan Resilient Hardwood Resilient hardwood flooring combining a real wood veneer face with a powder-core composite substrate for improved dimensional stability and waterproof performance. Sold per square foot through Flooret's consumer, trade, and commercial channels.
• Provence Natural Hardwood Natural hardwood flooring line positioned as the traditional solid-wood offering in the Flooret catalog. Sold per square foot through the DTC, trade, and commercial channels.
• Sample Kits Low-cost sample kits mailed to customers so they can evaluate color, texture, and finish of Modin, Arista, Silvan, and Provence products in their own home before committing to a full order. Available across consumer and trade channels.
• Trim & Stair Accessories Coordinating trim pieces, molding, stair noses, and stair accessories sold alongside the main flooring lines to enable finished installations.
• Partner+ Trade Program Dedicated trade channel offering trade pricing, project support, and access to the full Flooret product catalog for flooring installers, interior designers, and remodeling contractors purchasing on behalf of clients.
• Flooret Commercial Dedicated commercial sales channel supplying Flooret flooring products for multi-family residential developments, hospitality, and corporate build-out projects at project-level volumes and pricing.

Quantifiable outcome

• 50,000+ homes served across the U.S. market
• +5 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Roomvo (Visualization Technology)coreTechnology or IntegrationRoomvo provides the room visualizer tool on Flooret's website enabling customers to instantly preview any flooring color in their home using photos. This integration reduces purchase uncertainty and supports conversion by allowing customers to visualize products in their actual living spaces before committing to purchase.
• Dallas MavericksminorGTM or Marketing PartnerCollaboration with NBA team Dallas Mavericks featuring product installations and marketing content. Showcases flooring in professional sports environment demonstrating durability and aesthetics for high-traffic applications.
• Farah Merhi (Designer Collaboration)minorGTM or Marketing PartnerCollaboration with interior designer Farah Merhi featuring curated flooring selections and design content. Part of broader influencer/designer collaboration strategy showcasing real installations and design expertise.
• Oak Ave House (Content Collaboration)minorGTM or Marketing PartnerHome design content collaboration featuring Flooret products in real renovation projects. Showcases product quality and installation outcomes in authentic residential settings.
• Pleasantly Built (Content Collaboration)minorGTM or Marketing PartnerCollaboration with home improvement content creator featuring Flooret flooring installations in renovation projects.
• Agar Family (Content Collaboration)minorGTM or Marketing PartnerFamily home project collaboration showcasing Flooret products in real residential installation with customer testimonials and installation experience.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Floor & Decor Holdings: Large omnichannel specialty flooring retailer selling hard-surface flooring (LVP, tile, wood, laminate) to both consumers and trade professionals. Highly comparable business model across product categories and trade/DTC channel mix, though with physical stores and substantially larger scale.
• ProCore Floors: DTC luxury rigid-core LVP brand selling direct to consumers and trade, with waterproof SPC products in a similar price band to Modin. Closely comparable as a digitally native flooring brand targeting premium DIY and contractor buyers.
• COREtec: Premium LVT/LVP brand owned by Shaw Industries and sold through flooring retailers nationwide. Direct product-line overlap with Flooret's Modin line and similar positioning around waterproof rigid-core construction and realistic wood visuals.
• Karndean Designflooring: Specialty LVT/LVP manufacturer with strong design-led positioning and both retail and trade channels. Comparable premium positioning, design-driven merchandising, and commercial specification presence to Flooret's higher-end offerings.
• Pergo: Established laminate and LVP brand (owned by Mohawk Industries) sold through home centers and retailers. Comparable in laminate/waterproof construction and DIY click-lock installation value proposition to Flooret's Arista and Modin lines.
• LL Flooring: Specialty flooring retailer offering hardwood, vinyl, laminate, and tile through showrooms and e-commerce. Directly comparable product portfolio and target customer (DIY homeowners and pros); both compete on selection, price, and DIY-friendly installation.

Broad incumbents

• Lowe's: National home-improvement retailer carrying LVP, laminate, and hardwood flooring from multiple brands including its own private labels. Competes with Flooret at the DIY consumer level via in-store pickup, installation services, and aggressive financing.
• Shaw Floors: One of the largest flooring manufacturers in North America offering carpet, hardwood, LVT, and laminate through retailers and commercial channels. Overlaps with Flooret across multiple product categories but competes through dealer networks rather than DTC.
• Mannington Mills: Family-owned US flooring manufacturer with vinyl, laminate, hardwood, and carpet lines sold through independent retailers and home centers. Comparable in LVT/waterproof innovation and commercial-grade durability positioning, but distributed rather than DTC.
• Mohawk Industries: Global flooring manufacturer (carpet, LVT, laminate, hardwood) selling through retail and contract channels and owning brands like Pergo and Karastan. Comparable product breadth and commercial reach, though distributed rather than direct-to-consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FlooretBrand
• Facebookfacebook.com/Flooret.Brand
• LinkedInlinkedin.com/company/flooret

Compliance4 records

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 Flooret