What Novalis Innovative Flooring does

Novalis Innovative Flooring is a family-owned, private designer and manufacturer of luxury vinyl tile (LVT) flooring, founded in 1984 by Dr. Z.L. Wu and headquartered in Dalton, Georgia. The company pioneered the export of LVT from China to the United States with its first container shipment on August 8, 1988, and has since built a global footprint selling products in over 50 countries across six continents, supported by sales offices in Hong Kong, Shanghai, Cologne, Richmond Hill (Canada), and Mooresville, NC, plus a US manufacturing facility in Dalton, GA.

The company's product portfolio is structured around four sub-brands targeting distinct market segments: AVA for commercial spaces (including healthcare and offices), NovaFloor as a complete residential line, ProCore as a 100% waterproof DIY-friendly offering distributed through Lowe's, and DuraDecor as a peel-and-stick product sold exclusively at The Home Depot. Core technology centers on rigid core SPC (Stone Plastic Composite) construction, with a 2023 innovation wave introducing Herringbone, Artisan Edge, Center Bevel, Super Matte, Super Gloss, and Chevron pattern products. Sustainability is positioned as a founding principle, with the company publishing annual sustainability reports since 2020.

Revenue mechanics are driven by wholesale unit pricing of LVT products to retail partners (Home Depot and Lowe's) and direct commercial sales for the AVA brand, supplemented by a global distribution network across North America, Europe, Asia Pacific, and Africa. The company operates a hybrid segmentation strategy spanning both consumer/DIY and commercial/healthcare verticals, with no publicly disclosed pricing, revenue figures, or external funding rounds. Operating as a private entity under Novalis Holdings, the company employs 51-100 people and maintains CEO John Wu as its public-facing leader, with founder Dr. Z.L. Wu's legacy anchoring its sustainability-first identity.

Name

Novalis Innovative Flooring

Legal name

Novalis Holdings

Website

https://novalisinnovativeflooring.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Novalis Innovative Flooring designs and manufactures luxury vinyl tile (LVT) flooring, including rigid core SPC products, serving residential consumers through Home Depot and Lowe's partnerships and commercial markets via the AVA brand across 50+ countries.

Ownership category

akta.pro rank

Product category

Luxury Vinyl Tile Flooring

NAICS

Floor Covering Retailers (449121)

akta.pro primary industry

Resilient Flooring (Vinyl/LVT/LVP, Linoleum, Rubber) (IMADAJAA)

akta.pro secondary industry

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

Keywords

• Luxury vinyl tile
• LVT flooring
• Rigid core SPC
• Commercial vinyl flooring
• Resilient flooring products

Headquarters

HQ city

Dalton

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. LVT Product Sales: Core revenue from manufacturing and selling luxury vinyl tile flooring products across multiple brands targeting residential (NovaFloor, ProCore, DuraDecor) and commercial (AVA) segments. Products sold through retail partners (Home Depot, Lowe's) and direct commercial sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Novalis Innovative Flooring designs and manufactures luxury vinyl tile (LVT) flooring, including rigid core SPC products, for both commercial and residential applications. The company operates four distinct sub-brands—AVA for commercial markets, NovaFloor for residential homes, ProCore for waterproof residential flooring sold at Lowe's, and DuraDecor for DIY peel-and-stick planks sold at The Home Depot—supplemented by a line of 2023 rigid core pattern innovations. Products are sold globally across more than 50 countries through retail partners, distributors, and direct commercial sales.

Product overview

Novalis Innovative Flooring is a luxury vinyl tile (LVT) flooring manufacturer operating as a single-product company with multiple sub-brands targeting different market segments. The company offers four main product lines: AVA (commercial market, at avaflor.com), NovaFloor (complete residential line, at novafloor.us), ProCore (waterproof residential solution available at Lowe's), and DuraDecor (DIY peel-and-stick planks available at The Home Depot). Beyond these core brands, Novalis has introduced a series of rigid core innovations in 2023 including Herringbone, Artisan Edge, Center Bevel, Super Matte, Super Gloss, and Chevron patterns. The company positions itself as a sustainability-focused flooring expert with over 35 years of experience since shipping the first luxury vinyl flooring container from China to the United States in 1988.

Differentiator

Problem solved

Functional benefit

Brands

• AVA: Commercial luxury vinyl flooring brand bringing unsurpassed quality in aesthetic design and manufacturing for the commercial market, with category-leading sustainability program.
• NovaFloor
• ProCore
• DuraDecor

Products and services

• AVA

Quantifiable outcome

• Products sold in over 50 countries across six continents
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Home DepotcoreChannel Partner/ Reseller/ DistributorHome Depot serves as retail distribution channel for DuraDecor brand peel-and-stick vinyl plank flooring targeting DIY consumers and weekend warriors. Products available at Home Depot stores for immediate consumer purchase.
• Lowe's Home ImprovementcoreChannel Partner/ Reseller/ DistributorLowe's Home Improvement serves as retail distribution channel for ProCore 100% waterproof flooring targeting busy households. Products available at Lowe's stores for consumer purchase.
• Industry Association MembershipsminorOthersActive participation in industry organizations including DGNB, USGBC, GIGA, RFCI, WFCA, MMFA, EUFCA, NAFCD, and ASTM International. Membership in these organizations supports sustainability standards and industry best practices.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Karndean Designflooring: UK-based global specialist in luxury vinyl tile flooring with a comparable multi-brand, multi-channel strategy targeting both residential and commercial segments. Highly comparable LVT product portfolio and design-led positioning.
• COREtec (Shaw Industries / USFloors): Pioneer of the rigid core LVT category and a direct competitor in the same waterproof, easy-install residential sub-segment sold through home improvement retailers in North America.
• CFL Flooring: Global LVT manufacturer with manufacturing in Asia and North America, competing with Novalis across rigid core and flexible LVT product lines for both residential and commercial customers.
• Mannington Mills: US-based family-owned flooring manufacturer with a meaningful LVT/LVP product line serving residential and commercial customers, directly comparable in ownership structure and category focus.

Broad incumbents

• Shaw Industries: Largest US flooring manufacturer (Berkshire Hathaway subsidiary) and major LVT/LVP producer with broad product portfolio across carpet, hard surface, and resilient categories, competing across all of Novalis's channels.
• Mohawk Industries: Global flooring giant with a substantial LVT business (including the COREtec brand) and a diversified hard surface portfolio, a key incumbent competitor in both retail and commercial channels.
• Tarkett: French-headquartered global flooring manufacturer with broad resilient and LVT offerings, competing with Novalis in commercial and residential segments worldwide, particularly in Europe.
• Armstrong Flooring: Long-established US flooring manufacturer with LVT and resilient product lines serving residential and commercial markets, a traditional incumbent competitor in the same retail and specification channels.
• Beaulieu International Group: Belgian global flooring manufacturer with vinyl and LVT product lines distributed internationally, comparable in global reach and product breadth across residential flooring.
• Forbo Flooring Systems: Swiss-based global flooring manufacturer with resilient vinyl and LVT offerings for commercial and residential applications, particularly strong in European commercial specification channels where Novalis also competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/AVAbyNovalis
• YouTubeyoutube.com/channel/UCCNw36XN8AKmDmnj_FI361Q
• Facebookfacebook.com/NovalisFlooring
• Instagraminstagram.com/novalis_innovative_flooring

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 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 Novalis Innovative Flooring