Refloor
Refloor is a private, Troy, Michigan-based residential flooring retailer founded in 2020 that sells and installs hardwood, luxury vinyl, and laminate flooring under a direct-to-consumer shop-at-home model bundled with a 4-Part Lifetime Guarantee, serving homeowners across the Midwest and Central US.
- Company typePrivate
- Founded2020
- HeadquartersTroy, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Refloor does
Refloor is a US-based, privately held residential flooring retailer and installer founded in 2020 and headquartered in Troy, Michigan. The company sells and installs hardwood, luxury vinyl plank and tile, and laminate flooring through a direct-to-consumer shop-at-home model: customers schedule free in-home consultations, field sales consultants bring samples, take laser measurements, and deliver all-inclusive pricing on the spot, with installation typically completed the next day by certified Contractor Partner crews trained in 'The Refloor Way' methodology. The flagship commercial offering is the SmartChoice Package, which bundles product, professional installation, furniture moving, old-floor removal, and a 4-Part Lifetime Guarantee (Lifetime Labor, Gap-Free, 5-Plank accidental damage, and Love-It or Leave-It 50% redecoration credit), supported by a 110% Money-Back Guarantee and a Lowest Price Guarantee.
Underlying the service is a multi-channel digital stack: a Next.js website with lead capture, a Roomvo-powered 'See It Before You Buy!' room visualization tool, and an operations integration of 72 third-party software systems, plus paid acquisition across Google Ads, Bing Ads, Meta, Nextdoor and Full Throttle, with marketing automation on Mailchimp and Salesforce Pardot. Revenues are generated primarily through one-time bundled product-plus-installation sales, supplemented by customer-financing referral economics and a Refer 5 customer-referral program. The certified Contractor Partner installer network is trademarked but is not a franchise.
Refloor serves residential homeowners across the Midwest and Central US, currently with material operations in Michigan, the Chicago metropolitan area, and Northeast Ohio. The target customer is the household seeking transparent, all-inclusive pricing, fast installation, and durable waterproof surfaces, including families with children and pets and homeowners planning to age in place. The company was the only flooring company on the Qualified Remodeler Top 500 in both 2021 (#317) and 2022, holds Google Guaranteed status at every location, maintains a BBB A+ rating and a 4.9-star Google rating, and is co-owned by founders Brian and Daniel Elias with no disclosed institutional investment.
Refloor firmographics
Firmographics- Name
- Refloor
- Legal name
- Refloor LLC
- Website
- https://refloor.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Refloor is a private, Troy, Michigan-based residential flooring retailer founded in 2020 that sells and installs hardwood, luxury vinyl, and laminate flooring under a direct-to-consumer shop-at-home model bundled with a 4-Part Lifetime Guarantee, serving homeowners across the Midwest and Central US.
- Ownership category
- akta.pro rank
Refloor industry classification
Industry- Product category
- Residential Flooring Installation Services
- NAICS
- Floor Covering Retailers (449121), Flooring Contractors (23833), Flooring Contractors (238330)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)
- akta.pro secondary industry
- Laminate Flooring Retail (CRAIAGAC)
Keywords
Where Refloor is headquartered
LocationHeadquarters
- HQ city
- Troy
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Refloor business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Flooring Products and Installation: One-time sale of flooring products (luxury vinyl, laminate, hardwood) bundled with professional installation services. All-inclusive pricing model covering materials, labor, furniture moving, old floor removal, and finishing touches.
- Financing Services: Partnership with lenders to provide financing options for customers, enabling installment payments for flooring projects.
- Referral Program (Refer 5): Customer referral rewards program incentivizing existing customers to refer new business.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | All-Inclusive Package Pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Refloor product offering
Product offeringCore offering
Refloor sells and installs residential flooring (luxury vinyl plank, laminate, and engineered hardwood) directly to homeowners through a shop-at-home model that delivers free in-home design consultations, laser measurements, next-day installation, and all-inclusive pricing. Its flagship bundle, the SmartChoice Package, combines flooring materials, professional installation, furniture moving, old floor removal, and a 4-Part Lifetime Guarantee (Lifetime Labor, Gap-Free, 5-Plank, and Love-It or Leave-It). Complementary offerings include customer financing, a Roomvo-powered Room Visualizer, and EPA lead-safe renovation services.
Product overview
Refloor is a family-owned flooring sales and installation company founded in 2020, operating under a shop-at-home model that brings the store to customers rather than requiring showroom visits. The company's core product is the SmartChoice Package®, which bundles luxury vinyl plank flooring with professional installation and the 4-Part Lifetime Guarantee into a single all-inclusive offering. Refloor's product portfolio centers on three main flooring categories—hardwood (engineered), luxury vinyl (LVP/LVT), and laminate—all installed by certified contractor partners. The company differentiates through convenience services (shop-at-home consultations, next-day installation, free furniture moving), comprehensive guarantees (lifetime labor, gap-free, 5-plank damage replacement, and love-it-or-leave-it credits), and digital tools including the Roomvo-powered Room Visualizer for in-home product previewing. Additional services include flexible financing, lead-safe renovation practices, and comprehensive floor care guidelines.
Differentiator
Problem solved
Functional benefit
Brands
- SmartChoice Package: Complete flooring package including luxury vinyl, laminate, or hardwood flooring with professional installation, backed by the 4-Part Lifetime Guarantee.
- See It Before You Buy!
- Contractor Partner
Products and services
- SmartChoice Package Flagship all-inclusive flooring package for residential customers that bundles luxury vinyl, laminate, or engineered hardwood flooring with professional installation, furniture moving, old floor removal, and the 4-Part Lifetime Guarantee into one transparent price.
- Hardwood Flooring Installation Engineered hardwood flooring product line sold with professional installation for residential customers seeking classic wood aesthetics.
- Luxury Vinyl Flooring Installation 100% waterproof luxury vinyl plank (LVP) and luxury vinyl tile (LVT) flooring sold with professional installation, featuring scratch/dent/fade resistance and a minimum 20 mil wear layer for residential customers.
- Laminate Flooring Installation Laminate flooring product line sold with professional installation for residential customers seeking an affordable, durable alternative that emulates wood, stone, or tile finishes.
- Professional Installation Service Full-service professional installation performed by certified Refloor Contractor Partner crews, covering furniture moving, old floor removal and haul-away, subfloor preparation, installation, transitions, molding, and cleanup, typically completed in one day.
- Financing Options Flexible financing plans for residential customers, offered through third-party lender partners with instant approval at the in-home appointment, including low-interest and 0% interest options and programs for applicants with credit concerns.
- Lead-Safe Renovation Service EPA-compliant lead-safe renovation services for residential customers with homes built before 1978, ensuring proper work safety practices during flooring removal and installation to prevent lead contamination.
Quantifiable outcome
- Installation completed in 1 day for most homes
- +2 more outcomes
Companies that use Refloor
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Refloor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature5 records
Refloor partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and support.
- RoomVocoreRoomVo provides the See It Before You Buy! room visualization technology that allows customers to upload photos of their rooms and see how different flooring options will look before purchase. Integrated into Refloor's website and marketing materials.
- Google AnalyticssupportWeb analytics service for tracking and analyzing website traffic and user behavior on Refloor.com.
- Google Ads (AdWords)supportPaid search advertising and remarketing services to drive customer acquisition through search engine marketing.
- Bing Ads (Microsoft)supportBing advertising platform for paid search customer acquisition.
- Mailchimp (The Rocket Science Group)supportEmail marketing platform for managing and sending newsletters, promotional emails, and customer communications.
- Pardot (Salesforce)supportMarketing automation platform for lead management, email campaigns, and customer relationship management.
- Facebook/MetasupportSocial media advertising and remarketing through Facebook and Instagram platforms. Privacy policy indicates use for customer acquisition.
- Financing LenderscoreMultiple lending partners providing financing options for customers. Enables instant approval at appointments with various payment plans including low-interest and 0% interest offers.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Refloor competitors and assessment
Company assessmentMarket position
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Refloor social profiles
Digital presenceRefloor compliance and trust
Trust signalCompliance3 records
Refloor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Refloor leadership team
Management profileNumber of profiles
Profiles2 records
Refloor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Refloor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Refloor
What does Refloor do?
Refloor sells and installs residential flooring (luxury vinyl plank, laminate, and engineered hardwood) directly to homeowners through a shop-at-home model that delivers free in-home design consultations, laser measurements, next-day installation, and all-inclusive pricing. Its flagship bundle, the SmartChoice Package, combines flooring materials, professional installation, furniture moving, old floor removal, and a 4-Part Lifetime Guarantee (Lifetime Labor, Gap-Free, 5-Plank, and Love-It or Leave-It). Complementary offerings include customer financing, a Roomvo-powered Room Visualizer, and EPA lead-safe renovation services.
Is Refloor a public or private company?
Refloor is a private company. It is classified as family owned and is currently operating.
When was Refloor founded?
Refloor was founded in 2020. It employs 101 to 250 people.
Where is Refloor based?
Refloor is headquartered in Troy, United States, in the North America region.
How does Refloor make money?
Three revenue lines are on record. Flooring Products and Installation is the primary driver. The others are financing Services and referral Program (Refer 5).
Does Refloor have an API?
No public API is recorded for Refloor.
What industry is Refloor in?
Refloor's product category is Residential Flooring Installation Services. Its primary akta.pro industry code is CRAIAGAK, Flooring Installation Services (Retailer-Affiliated), with a secondary code of CRAIAGAC, Laminate Flooring Retail. Its NAICS code is 449121 and its SIC code is 5700.