National Flooring Products

What National Flooring Products does

National Flooring Products is a privately held U.S. flooring manufacturer and distributor headquartered in Ontario, California, organized around three product categories: synthetic flooring (LVP, WPC, SPC, and laminate), engineered hardwood, and solid hardwood. The synthetic portfolio spans nine collections built on distinct core technologies — TuffCore (a stone-enhanced, "LifeProof" core used in Builder's Choice LVP), TCX Carbon Core (a waterproof carbon core), Moisture Shield Core (used in Estate and DeckHouse laminates), WPC (Market & Main), and SPC rigid core — alongside AC4-rated wear layers with aluminum oxide and a 20mil commercial ceramic bead finish. The engineered and solid hardwood lines (Montana, Idaho, Bavarian Mill, Black Label, Virginia, Michigan) feature North American-sourced species such as Red Oak, Hard Maple, Hickory, Birch, and White Oak, with proprietary processes including the TnG Stain System for solid hardwood.

The company's go-to-market is an indirect, channel-led model: NFP does not sell directly to end consumers but instead drives awareness and sample requests through its website, the third-party Roomvo visualizer, YouTube, Instagram, and an email newsletter, then converts demand through a nationwide network of authorized retailers and dealers who perform quoting, sales, and professional installation. Supporting the channel are an NFP Guided Experience consultation funnel, a MyAccess dealer portal for order management, and a dedicated mobile app. The company is privately held with 1–10 employees, no disclosed funding, no parent company, and no publicly disclosed revenue, ownership structure, or management team.

Revenue mechanics are based on one-time flooring product sales priced per square foot through dealers, with sample SKUs available at unit pricing (e.g., $10 per sample). The company's stated customer segments are residential homeowners (primary and commercial spaces (offices, retail, hospitality) addressed via commercial-grade SKUs such as Builder's Choice LVP Dryback and Market & Main XL WPC, which carry performance certifications including AC4 wear layers, 20mil commercial finishes, and IIC 73dB sound reduction ratings.

Name

National Flooring Products

Legal name

National Flooring Products

Website

https://my-nfp.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

National Flooring Products is a privately held U.S. manufacturer and distributor of engineered hardwood, solid hardwood, and synthetic (LVP/WPC/SPC/laminate) flooring products, sold exclusively through a nationwide authorized retailer and dealer network serving residential homeowners and commercial spaces.

Ownership category

akta.pro rank

Product category

Flooring Products

NAICS

Other Building Material Dealers (44418), Building Material and Supplies Dealers (4441)

SIC

Lumber & Wood Products (No Furniture) (2400), Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH)

akta.pro secondary industries

Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL), Flooring (Carpet, Tile, Wood, Laminate) Distribution (CRAOAFAE)

Keywords

• Engineered hardwood flooring
• Luxury vinyl plank
• Solid hardwood flooring
• Laminate flooring products
• Flooring distribution

Headquarters

HQ city

Ontario

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Flooring Product Sales: NFP generates revenue through the sale of flooring products including engineered hardwood, solid hardwood, laminate, and luxury vinyl plank (LVP) products. Products are sold through a network of authorized retailers and dealers with nationwide distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

National Flooring Products manufactures and distributes premium flooring products across three main categories: Synthetic flooring (LVP, WPC, SPC, and laminate collections featuring proprietary cores such as TuffCore, Carbon Core, and Moisture Shield), Solid Hardwood (Black Label, Virginia, and Michigan collections), and Engineered Hardwood (Montana, Idaho, and Bavarian Mill collections). The company also markets a commercial adhesive line under the Tuff Grip brand. Products are sold nationwide through a network of authorized retailers supported by a Guided Experience consultation program and a Roomvo-powered visualizer tool.

Product overview

National Flooring Products offers a comprehensive flooring portfolio across three main categories: Synthetic flooring (including LVP, WPC, SPC, and laminate products), Solid Hardwood flooring, and Engineered Hardwood flooring. The synthetic lineup includes nine distinct collections: Loose Lay Collection (PVC-based loose lay flooring), TCX Collection (carbon core waterproof), Market & Main XL Collection (WPC), Builder's Choice LVP Dryback (TuffCore-based), Architect's Choice, Builder's Choice Vinyl (SPC rigid core), Expedition Collection, Market & Main Collection, Estate Collection (laminate with Moisture Shield core), and DeckHouse Collection (laminate). The solid hardwood offerings feature two collections: Black Label (featuring Red Oak, Hard Maple, and Hickory with multiple textures) and Virginia (hand-scraped with TnG Stain System). Engineered hardwood includes Montana Collection (1/2 inch), Idaho Collection (3/8 inch with hand-scraping), and Bavarian Mill (radiant heat compatible with flexible installation). The company also offers commercial adhesives through the Tuff Grip line. Products are distributed through a network of trusted retailers with support services including the NFP Guided Experience consultation program and Roomvo visualizer tool integration.

Differentiator

Problem solved

Functional benefit

Brands

• Builder's Choice: Premium LVP flooring line including Builder's Choice LVP Dryback, Builder's Choice Vinyl, and Builder's Choice by TuffCore products featuring water-resistant and LifeProof stability.
• Market & Main
• TCX Collection
• Estate Collection
• Black Label Collection
• Virginia Collection
• Montana Collection
• Idaho Collection
• Bavarian Mill
• DeckHouse Collection
• Expedition Collection
• Loose Lay Collection
• Architect's Choice

Products and services

• Loose Lay Collection Durable loose lay luxury vinyl plank flooring featuring PVC construction, sold for residential and commercial environments.
• TCX Collection Carbon core waterproof luxury vinyl plank flooring designed for exceptional durability and easy installation.
• Market & Main XL Collection High-performance WPC (Wood Plastic Composite) flooring built for durability and strength with long-lasting qualities and strong value.
• Builder's Choice LVP Dryback High-performance dryback luxury vinyl plank flooring by TuffCore offering LifeProof stability, HD imagery, stone-enhanced core, and maintenance-free durability.
• Architect's Choice Premium LVP flooring collection with exceptional durability, UV ceramic finish, and water-resistant properties for varied environments.
• Builder's Choice Vinyl Water-resistant SPC core flooring with Rigid Core 2000+PSI construction for residential and commercial durability.
• Expedition Collection LVP collection featuring ultra-realistic HD imagery, multi-layered design, and a stone-enhanced PSI core delivering a LifeProof floor.
• Market & Main Collection WPC flooring offering industry-leading stability with high-definition imagery that closely mimics natural hardwood.
• Estate Collection Rustic premier laminate featuring ultra-realistic Hi-Def imagery, registered embossed texturing, Moisture Shield core, and commercial-grade wear layer.
• DeckHouse Collection High-performance laminate flooring with realistic Hi-Def imagery, registered embossed texturing, Moisture Shield core, and commercial-grade wear layer.
• Black Label Collection Premium solid hardwood collection of North American-sourced Red Oak, Hard Maple, and Hickory with wire-brushed, smooth, and distressed textures, featuring tongue-and-groove design.
• Virginia Collection Premier hand-scraped solid hardwood collection featuring the TnG Stain System that helps conceal minor expansion and contraction, offered in Hickory and White Oak.
• Montana Collection 1/2 inch engineered hardwood collection offering premium products in hand-selected colors suitable for any style or space.
• Idaho Collection Top-engineered 3/8 inch products featuring Hickory and Birch with real hand-scraping and crafted colors.
• Bavarian Mill Collection Premium engineered hardwood line offering industry-leading installation flexibility, compatible with radiant heat and multiple installation methods.
• Tuff Grip Commercial-grade adhesives for professional flooring installation.
• Michigan Collection Premium smooth solid hardwood flooring in 3/4 inch thickness offering a variety of colors and species for a sleek traditional look.

Quantifiable outcome

• AC4 wear layer rating provides commercial-grade scratch and wear resistance
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature7 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Mohawk Industries: Largest US-based flooring manufacturer across carpet, hardwood, LVT, and laminate including the IVC, Pergo, and Karastan brands. Directly comparable to NFP because it sells the same product categories through dealer and home center channels at far greater scale.
• Shaw Industries: Vertically integrated flooring manufacturer spanning hardwood, LVT (COREtec), carpet, and tile, sold via Shaw Floors and USFloors dealer networks. Comparable to NFP as a broad-spectrum competitor with national retailer relationships and equivalent proprietary resilient technologies.
• Tarkett: Global flooring manufacturer with a significant North American presence across vinyl, hardwood, and laminate sold through independent retailers and commercial channels. Broad incumbent analog to NFP's full-category residential and light-commercial portfolio.

Direct peers

• COREtec Floors: Original inventor of the rigid-core LVT category with stone-polymer composite construction, sold through specialty retailers. Direct comparable to NFP's Builder's Choice and TCX product lines in target customer, channel, and core technology.
• Mannington Mills: Family-owned US flooring manufacturer producing hardwood, LVT (Adura), vinyl sheet, and laminate distributed through independent dealers. Direct comparable to NFP's privately held, dealer-channel, multi-category positioning.
• Karndean Designflooring: Premium LVT/LVP specialist with proprietary wear layer and design technologies, distributed exclusively through independent retailers and design showroom channels. Comparable to NFP on premium positioning, channel model, and LVP category leadership.
• Republic Floor: Specialty manufacturer of hardwood, engineered hardwood, and rigid-core SPC waterproof flooring distributed through US independent dealers. Directly comparable to NFP on product mix (hardwood plus SPC/WPC resilient) and dealer channel model.
• Hallmark Floors: US-based premium hardwood and engineered hardwood manufacturer with NuCore waterproof technology sold through specialty flooring retailers. Directly comparable to NFP's premium hardwood positioning and tech-enabled differentiated offering in dealer channel.
• EarthWerks: LVP and WPC specialist whose products are heavily concentrated through US specialty flooring dealers, overlapping NFP's TCX, Builder's Choice, and Architect's Choice offerings. Directly comparable on product type and channel.

Emerging players

• Proximity Mills: DTC and dealer-channel flooring brand with a curated portfolio of LVP, hardwood, and waterproof rigid-core products focused on premium aesthetics. Comparable to NFP as an independent, specialty-positioned, multi-category brand competing for the same premium dealer and builder segment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@nationalflooringproducts-USA
• Instagraminstagram.com/nationalflooringproducts
• Facebookfacebook.com/777480985740550
• LinkedInlinkedin.com/company/national-flooring-products

Revenue estimate

Valuation estimate

Number of profiles

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 National Flooring Products