RW Supply+Design
RW Supply+Design is a US wholesale distributor of hardwood flooring, engineered wood, laminate, SPC, and finishing supplies, operating 23 Pro Shop showrooms and serving flooring professionals, builders, and interior designers through its RW Pro trade account program, with secondary service to homeowners.
- Company typePrivate
- Founded2005
- HeadquartersVienna, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What RW Supply+Design does
RW Supply+Design is a US-based specialty wholesale distributor of hardwood flooring, lumber, and complementary building supplies, selling primarily to flooring professionals, builders, and interior designers, with secondary service to homeowners through its showrooms. Founded in 2005 and operating as a privately held LLC under Missouri law (RW Supply and Design, LLC), the company is headquartered in West Plains, Missouri, and runs a network of 23 Pro Shop and Design Center showrooms across markets including Atlanta, Austin, Charlotte, Dallas, Denver, Houston, Nashville, Oklahoma City, Pittsburgh, Raleigh, St. Louis, Tulsa, and Naples. The product portfolio spans solid hardwood, engineered wood, laminate, SPC/rigid core, and unfinished flooring, supplemented by finishing products from third-party brands (Bona, Rubio Monocoat, Loba-Wakol, Pallmann, Glitsa) and a small set of proprietary offerings including a Good/Better/Best proprietary grading system and a Natural Grade Mesquite flooring product stocked at the Austin distribution center.
The business operates a hybrid B2B/B2C model. The primary commercial motion is enterprise field sales through the RW Pro trade account program: flooring contractors, builders, and designers apply for credit-bearing trade accounts with net-30 terms and access account-based pricing, in-person consultation at Pro Shops, and recurring vendor-led training events. A direct-to-consumer layer supports homeowners through showrooms, free sample ordering, design consultation, and a 'Find an Installer' tool that routes homeowners to RW Pros. Distribution runs through the 23 physical showrooms, an e-commerce storefront at shop.rwsupply.com, and a companion RealWoodFloors.com product showcase site. Pricing is not publicly disclosed; trade accounts operate on quote-based/account pricing with monthly billing, and the company generates ancillary revenue from finance charges (1.5% monthly on past-due balances) and customer financing.
Operationally, the company is led by CEO Sam Cobb and frames itself as a mission-driven organization whose stated purpose is helping children find homes, families, and futures — using Patrick Lencioni's 'Ideal Team Player' framework as its hiring and development standard. The company has 101–250 employees, no disclosed funding rounds, no external institutional investors, and a corporate structure consisting of a single LLC.
RW Supply+Design firmographics
Firmographics- Name
- RW Supply+Design
- Legal name
- RW Supply and Design, LLC
- Website
- https://resources.rwsupply.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- RW Supply+Design is a US wholesale distributor of hardwood flooring, engineered wood, laminate, SPC, and finishing supplies, operating 23 Pro Shop showrooms and serving flooring professionals, builders, and interior designers through its RW Pro trade account program, with secondary service to homeowners.
- Ownership category
- akta.pro rank
RW Supply+Design industry classification
Industry- Product category
- Hardwood Flooring Distribution
- NAICS
- Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331), Building Material and Supplies Dealers (4441), Building Material and Garden Equipment and Supplies Dealers (444)
- SIC
- Retail-Lumber & Other Building Materials Dealers (5211), Wholesale-Lumber & Other Construction Materials (5030), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)
- akta.pro primary industry
- Structural & Framing Components Retail (Trusses, Joists, Beams, Engineered Wood) (CRAIAEAJ)
- akta.pro secondary industry
- Electrical Supplies Retail (Wiring, Switches, Breakers, Conduit) (CRAIADAE)
Keywords
Where RW Supply+Design is headquartered
LocationHeadquarters
- HQ city
- Vienna
- HQ country
- United States
- HQ region
- North America
Offices23 records
Markets served
RW Supply+Design business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales (Flooring Materials): Revenue is generated through the sale of hardwood, engineered wood, laminate, SPC/rigid core, unfinished flooring, finishing products (sealers, stains, finishes), and flooring accessories (moldings, vents, stair components). Products are sold through Pro Shop showrooms and an online storefront (shop.rwsupply.com). Pricing is primarily quote-based / account pricing for trade professionals.
- Trade Account Credit Terms: Trade customers (flooring professionals, builders) can apply for credit accounts with net-30 payment terms. Finance charges may be assessed on past-due balances at 1.5% per month. The company also offers financing options for customers.
- Professional Services / Consultation: Expert consultation at Pro Shops helps customers select the right flooring product, finish, and installation approach. Showrooms provide design guidance for homeowners and trade professionals alike.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Trade/Pro Account Pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
RW Supply+Design product offering
Product offeringCore offering
RW Supply+Design is a wholesale distributor of hardwood, engineered wood, laminate, SPC/rigid core, and unfinished flooring along with finishing products (sealers, stains, finishes) and accessories (moldings, vents, stair components). It sells through 23 Pro Shop and Design Center showrooms across the United States and an online storefront, serving flooring professionals, builders, interior designers, and homeowners. Trade customers access account-based pricing and net-30 credit terms through the RW Pro program, supported by educational content, demo days, and tabletop events.
Product overview
RW Supply+Design is a flooring supply company offering a portfolio of hardwood flooring products and finishing solutions. The core product lines include solid wood flooring (traditional 3/4-inch hardwood planks), engineered wood flooring (hardwood veneer on plywood core), laminate flooring, and rigid core/SPC flooring. The company also sells unfinished hardwood flooring available for custom on-site finishing. Supporting the flooring products, they offer a range of finishing solutions including Bona waterborne sealers (ClassicSeal, IntenseSeal, AmberSeal, NaturalSeal, NordicSeal), Bona Traffic HD and Mega One finishes, Rubio Monocoat Oil Plus 2C hard wax oil, and specialty products like Bona Chroma water-based colorant. Products are available through Pro Shops and Design Centers across multiple U.S. locations.
Differentiator
Problem solved
Functional benefit
Brands
- RealWoodFloors: Associated flooring brand with separate website (realwoodfloors.com) offering flooring products
- RW Pro
Products and services
- Solid Wood Flooring Traditional 3/4-inch thick solid hardwood flooring made from a single piece of lumber, available in various wood species (oak, hickory, maple, walnut, pine). Can be custom stained and finished after installation, with option for custom borders and medallions. Sold to flooring professionals, builders, designers, and homeowners through Pro Shop showrooms and online.
- Engineered Wood Flooring Wood flooring with a true hardwood veneer bonded to a plywood core, offering greater stability than solid wood. Suitable for installation in areas with humidity changes or basements, available in various textures including wire brushing, hand-scraping, and saw marks. Sold to flooring professionals, builders, designers, and homeowners through Pro Shop showrooms and online.
- Laminate Flooring Affordable water-resistant flooring with wood-look aesthetic achieved through modern manufacturing. Features improved durability and water resistance compared to older laminate products. Sold to flooring professionals, builders, designers, and homeowners through Pro Shop showrooms and online.
- Rigid Core / SPC (Stone Plank Composite) Flooring Extremely durable, water-resistant flooring suitable for below-grade installation and areas with moisture control challenges. Offers wood aesthetic with added resiliency. Sold to flooring professionals, builders, designers, and homeowners through Pro Shop showrooms and online.
- Unfinished Hardwood Flooring Raw hardwood flooring that can be custom stained and finished on-site. Available in solid and engineered formats with options for custom widths, lengths, grades, and wood species including domestic and exotic options. Sold to flooring professionals and homeowners through Pro Shop showrooms.
- Natural Grade Mesquite Flooring (proprietary) Proprietary Natural Grade Mesquite hardwood flooring known for exceptional stability and durability. Available in solid format, 1/2 inch thick, up to 6 foot lengths, in 3–6 inch widths with pre-filled knots. Stocked at Austin distribution center and shipped nationwide. Targeted at flooring professionals, builders, designers, and homeowners seeking a differentiated mesquite SKU.
- Bona Waterborne Hardwood Sealers Line of waterborne hardwood floor sealers including ClassicSeal, IntenseSeal, AmberSeal, NaturalSeal, and NordicSeal. Each provides different color tones and finish characteristics for hardwood floors. Sold to flooring professionals through Pro Shop showrooms.
- Bona Traffic HD and Mega One Finishes Water-based hardwood floor finishes. Traffic HD is a durable, fast-drying GreenGuard Gold Certified finish; Mega One is an easy-to-use single component clear finish. Sold to flooring professionals through Pro Shop showrooms.
- Rubio Monocoat Oil Plus 2C One-coat hard wax oil finish combining stain and finish in a single application. Zero VOC product that bonds with wood cellulose fibers for natural look and feel, with over 50 color options. Sold to flooring professionals through Pro Shop showrooms.
- Bona Chroma Water-Based Colorant Water-based colorant/stain alternative for hardwood floors. Sold to flooring professionals through Pro Shop showrooms.
Quantifiable outcome
- Installing new wood floors led to a 118% ROI upon home sale; refinishing existing wood floors led to 147% ROI (National Association of Realtors 2022 Remodeling Impact Report)
- +2 more outcomes
Companies that use RW Supply+Design
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
RW Supply+Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
RW Supply+Design partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- GlitsacoreGlitsa manufactures waterborne hardwood floor finishes. RW Supply+Design hosts Glitsa Demo Days at their Houston Pro Shop featuring Jeremy Farmer demonstrating Glitsa's newest waterborne finish, IdroClear, with free breakfast provided.
- BonacoreBona is a global manufacturer of waterborne hardwood floor finishes, sealers, and care products. RW Supply+Design regularly hosts Bona tabletop events and training sessions at their showrooms (Austin, others), featuring Bona representatives who showcase new product lines and provide product education. The company stocks and sells the full Bona waterborne sealer and finish lineup including ClassicSeal, IntenseSeal, AmberSeal, NaturalSeal, NordicSeal, Mega One, and Traffic HD.
- PallmanncorePallmann is a manufacturer of wood floor sanding equipment and products. RW Supply+Design hosts Pallmann Demo Days at their Denver Pro Shop, providing hands-on training with Pallmann's planetary sanding equipment and free lunch for attendees.
- Loba-WakolcoreLoba-Wakol is a manufacturer of wood floor finishes, stains, and self-leveling products. RW Supply+Design hosts Pro Shop Tabletop events featuring Loba-Wakol representatives (Gavin Cain) at their Oklahoma City and Tulsa locations, showcasing new stain lines and WAKOL self-leveling products. These events provide hands-on product education for trade customers.
- Rubio MonocoatcoreRubio Monocoat produces hard wax oil finishes including Oil Plus 2C. RW Supply+Design stocks Rubio Monocoat products and provides educational content (Pro Shop Talk videos, application guides) on their use. The company has access to Rubio's full lineup of hard wax oil finishes available for sample and full-size purchase at Pro Shops.
- Graf Custom HardwoodminorGraf Custom Hardwood specializes in creating rift and quartered wood flooring. RW Supply+Design partners with Graf Custom Hardwood as a trusted supplier for customers seeking high-quality rift and quartered wood flooring products.
- TecktonminorTeckton produces unfinished engineered flooring. RW Supply+Design works with Teckton as a flooring mill partner, sourcing unfinished engineered flooring options for their product lineup.
- Patrick Lencioni / TablegroupcoreRW Supply+Design uses Patrick Lencioni's 'Ideal Team Player' framework (humble, hungry, smart) as the standard for evaluating candidates and developing current staff. The framework is attributed to Lencioni's book 'The Ideal Team Player: How to Recognize and Cultivate the Three Essential Virtues' published by Tablegroup.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
RW Supply+Design competitors and assessment
Company assessmentDirect peers
- Floor & Decor Holdings: Public specialty retailer (NYSE: FND) of hard surface flooring including hardwood, tile, and accessories with pro-focused design centers and trade credit programs. Directly comparable to RW Supply+Design in product mix, pro-customer focus, and showroom-led distribution model, but operates at far greater scale (hundreds of locations).
- Galleher Corporation: Privately held wholesale distributor of hardwood flooring, vinyl, and accessories serving professional installers and builders across the Western U.S. Closest pure-play wholesale comparable to RW Supply+Design in terms of trade-only focus, product range, and finishing-product distribution.
- LL Flooring (formerly Lumber Liquidators): Public specialty retailer of hardwood, laminate, vinyl, and bamboo flooring with both retail showrooms and pro services. Comparable product portfolio and pro/consumer customer overlap with RW Supply+Design, though LL Flooring is consumer-skewed and currently in operational restructuring.
- Heritage Hardwood Floors: Regional wholesale distributor of hardwood flooring, unfinished and prefinished solid/engineered products, and installation supplies serving pro installers and builders in the Mid-Atlantic/Southeast. Directly comparable B2B distribution model and product mix to RW Supply+Design.
Broad incumbents
- Lowe's: Second-largest U.S. home improvement retailer with hardwood flooring departments and a Pro loyalty program serving installers, builders, and designers. Comparable pro-segment focus and product overlap to RW Supply+Design, with national footprint that exceeds RW's 23 showroom reach.
- Lansing Building Products: National wholesale distributor of exterior building products (siding, windows, railing) to contractors and builders with a multi-location branch model. Comparable B2B trade distribution and credit-account model, though focused on exteriors rather than interior flooring.
- Shaw Industries: Largest carpet manufacturer and major full-line flooring producer (hardwood, LVT, tile) under Berkshire Hathaway ownership. Comparable product breadth and trade relationships; competes via Shaw Floors retail and builder channels that overlap with RW's pro customer base.
- The Home Depot: Largest U.S. home improvement retailer with significant hardwood flooring assortment and a dedicated Pro customer program (Pro Xtra) targeting the same installer/builder base as RW Supply+Design. Competes aggressively on price and availability in geographies where RW operates.
- Mohawk Industries: Largest U.S. flooring manufacturer (NYSE: MHK) producing hardwood, laminate, vinyl, and ceramic tile under brands like Mohawk, Karastan, and Pergo. Overlaps with RW as both a potential supplier and a competitor through its growing direct distribution and big-box presence.
Emerging players
- BuildDirect: Online B2B and B2C flooring marketplace offering hardwood, vinyl, and tile direct to consumers and small contractors. Represents an emerging digital-first distribution model that could disrupt showroom-based distributors like RW Supply+Design over time.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
RW Supply+Design social profiles
Digital presenceRW Supply+Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
RW Supply+Design leadership team
Management profileNumber of profiles
Profiles1 record
RW Supply+Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RW Supply+Design 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 RW Supply+Design
What does RW Supply+Design do?
RW Supply+Design is a wholesale distributor of hardwood, engineered wood, laminate, SPC/rigid core, and unfinished flooring along with finishing products (sealers, stains, finishes) and accessories (moldings, vents, stair components). It sells through 23 Pro Shop and Design Center showrooms across the United States and an online storefront, serving flooring professionals, builders, interior designers, and homeowners. Trade customers access account-based pricing and net-30 credit terms through the RW Pro program, supported by educational content, demo days, and tabletop events.
Is RW Supply+Design a public or private company?
RW Supply+Design is a private company. It is classified as management employee owned and is currently operating.
When was RW Supply+Design founded?
RW Supply+Design was founded in 2005. It employs 101 to 250 people.
Where is RW Supply+Design based?
RW Supply+Design is headquartered in Vienna, United States, in the North America region.
How does RW Supply+Design make money?
Three revenue lines are on record. Product Sales (Flooring Materials) is the primary driver. The others are trade Account Credit Terms and professional Services / Consultation.
Who are RW Supply+Design's main competitors?
Direct peers on record are Floor & Decor Holdings, Galleher Corporation, LL Flooring (formerly Lumber Liquidators) and Heritage Hardwood Floors. Broad incumbents are Lowe's, Lansing Building Products, Shaw Industries, The Home Depot and Mohawk Industries. BuildDirect is listed as an emerging player.
Does RW Supply+Design have an API?
No public API is recorded for RW Supply+Design.
What industry is RW Supply+Design in?
RW Supply+Design's product category is Hardwood Flooring Distribution. Its primary akta.pro industry code is CRAIAEAJ, Structural & Framing Components Retail (Trusses, Joists, Beams, Engineered Wood), with a secondary code of CRAIADAE, Electrical Supplies Retail (Wiring, Switches, Breakers, Conduit). Its NAICS code is 42331 and its SIC code is 5211.