What American Floor Mats does

American Floor Mats is a privately held US e-commerce retailer founded in 2001 and headquartered in Rockville, Maryland, that sells floor matting products through a single direct-to-consumer website at americanfloormats.com. The catalog spans over 28 product categories including entrance mats, anti-fatigue mats, custom logo mats, gym mats, kitchen mats, chair mats, garage flooring, anti-static mats, playground flooring, contamination control mats, recessed mats, and accessories, serving both commercial/industrial buyers (warehouses, factories, offices, gyms, restaurants, healthcare facilities) and residential homeowners. Custom logo mat production is performed in-house using commercial-grade materials, and the company maintains the largest documented custom car mat fitment database with over 5,000 year/make/model patterns dating to the mid-1970s, available in clear vinyl, heavy-duty rubber, and four nylon carpet finishes.

The business operates exclusively as a DTC storefront supported by toll-free phone (1-800-762-9010), email, and live chat, with fulfillment via UPS, FedEx Ground, and LTL Freight. Pricing is unit-based with free continental-US shipping on orders over $100, a $14.95 handling fee below that threshold, and a 110% price-match guarantee. Returns are accepted within 10 days subject to a 25% restocking fee; custom logo and cut-length orders are non-returnable. The company states 25 years of floor mat industry experience and explicitly excludes Alaska, Hawaii, and US territories from standard shipping.

Revenue is generated entirely through one-time product sales rather than subscriptions or recurring contracts, and the segmentation approach is hybrid across residential, commercial/industrial, salon/spa, and healthcare/lab verticals. No institutional funding, parent company, M&A activity, patents, partnerships, or management team disclosures are present in the input data, and ownership structure is not stated beyond founder/independent operation. Headcount is reported in the 11-50 range, and PCI-DSS-compliant checkout with 128-bit SSL is the only documented technology investment. The overall profile is a stable, founder-led specialty e-commerce operator with broad catalog depth but limited geographic, capital, or technology tailwinds for acceleration.

Name

American Floor Mats

Legal name

American Floor Mats

Website

https://americanfloormats.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

American Floor Mats is a US-based, privately held e-commerce retailer founded in 2001, selling 28+ categories of floor mats — including custom logo mats and 5,000+ custom car mat patterns — to commercial buyers and residential homeowners through direct-to-consumer online sales.

Ownership category

akta.pro rank

Product category

Floor Matting and Commercial Flooring Products

NAICS

Floor Covering Retailers (449121)

SIC

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

akta.pro primary industry

Rug & Mat Manufacturing (Entry/Anti-fatigue/Utility) (IMAOAJAD)

Keywords

• Floor mat products
• Commercial matting solutions
• Entrance matting
• Anti-fatigue mats
• Custom logo mats

Headquarters

HQ city

Rockville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Floor Mat Product Sales: American Floor Mats generates revenue through the sale of floor mats and matting products. This includes custom logo mats, entrance mats, anti-fatigue mats, rubber mats, car mats, chair mats, gym mats, and various specialty mats. Sales are primarily one-time product purchases rather than recurring revenue. The company offers products across multiple categories for both residential and commercial applications.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

American Floor Mats is an e-commerce retailer that sells floor mats and matting products to commercial businesses and residential customers across the United States. The company offers an extensive catalog spanning logo floor mats, entrance mats, anti-fatigue mats, car mats, chair mats, gym mats, kitchen mats, garage flooring, waterhog mats, contamination control mats, and numerous specialty matting products. Products are sold online through americanfloormats.com with phone, email, and live chat support, plus shipping via UPS, FedEx Ground, and LTL Freight.

Product overview

American Floor Mats is a specialized floor mat retailer with 25 years of experience offering an extensive portfolio of high-quality floor mat products and accessories. The offering is organized as a broad product catalog rather than a unified software platform. Core products include Logo Floor Mats (custom branding mats using state-of-the-art manufacturing), Entrance Mats/Runners, Anti-Fatigue Mats, Car Mats (over 5000 custom-fit patterns), Chair Mats, Gym Mats, Kitchen Mats, Garage Flooring, Locker Room/Pool Mats, Floor Runners/Roll Goods, Recessed Mats, Bathroom/Urinal Mats, Contamination Control Mats, Waterhog Mats (their signature entrance mat line), Salon Mats, Anti-Static Mats, Playground Rubber Flooring, Pre-Designed Message Mats, All Rubber Matting, Modular/Interlocking Tiles, Green/Recycled Mats, Oversized Mats, Floor Protection, Home Door Mats, and Sports Team Floor Mats. Supporting product lines include Floor Mat Accessories (grip tapes, umbrella bag stands, heated snow mats), Safety/Maintenance Supplies (sanitizers, disinfectants), Corner Guards, and Stair Treads. The company also offers Closeout/Discount Mats for inventory clearance. Products serve both commercial and residential markets across diverse applications from industrial facilities to home use.

Differentiator

Problem solved

Functional benefit

Products and services

• Logo Floor Mats Custom floor mats with branded designs produced using commercial-grade materials and state-of-the-art manufacturing technology for indoor and outdoor locations, used by businesses for branding and marketing.
• Entrance Mats and Runners Floor mats and entrance rugs including waterhog mats, rubber mats, vinyl mats, and carpet mats designed to reduce slips and falls and trap moisture for commercial and residential use.
• Anti-Fatigue Mats Comfort mats designed for standing workers to ease leg, foot, and lower back fatigue and pain, available in various styles and thicknesses for commercial, industrial, office, retail, and laboratory environments.
• Car Mats Custom-fit floor mats with over 5,000 patterns for cars, trucks, vans, and SUVs manufactured since the mid-1970s, available in clear vinyl, heavy-duty rubber, and nylon carpet finishes.
• Chair Mats Office chair mats and desk mats that facilitate chair movement and protect underlying floors, available for hard surfaces and carpeted surfaces in various shapes and finishes.
• Gym Mats Rubber mats for exercise areas including standalone mats, rubber mat rolls, and interlocking rubber tiles for wall-to-wall coverage in fitness facilities.
• Kitchen Mats Dense rubber mats for kitchen and food preparation areas providing fatigue relief, comfort, and proper water drainage against grease, moisture, and food.
• Garage Flooring Vinyl roll-out flooring and floor tiles for garage applications including peel-and-stick tiles, interlocking tiles, roll-out flooring, and individual garage mats.
• Waterhog Mats The signature Waterhog floor mat line featuring a revolutionary design and construction popular for both commercial applications and personal home use, available in multiple styles.
• Contamination Control Mats Floor mats with adhesive surfaces, antibacterial properties, or autoclave-compatible designs for clean room environments including laboratories and operating rooms.
• Salon Mats Anti-fatigue comfort mats for beauty salons and barber shops, essential for standing workers, resistant to chemicals, dyes, and fluids.
• Anti-Static Mats Non-conductive switchboard mats protecting workers from high voltage shocks, and conductive mats protecting sensitive equipment by drawing static off workers.
• Playground Rubber Flooring Rubber playground tiles and mulch for fall protection around playground equipment, with fall height protection up to 17 feet and FallSafe certification meeting CPSC, ASTMF1292, ADA, and EPA standards.
• Locker Room and Pool Mats High-quality drainage mats for wet areas including locker rooms, showers, and pool areas to prevent slips and falls while keeping walking surfaces safe.
• Floor Runners and Roll Goods Vinyl and rubber mats available in rolls from 1 foot up to 150 feet long, designed for safety, extra traction, and direction matting in aisles, warehouses, and plant facilities.
• Recessed Mats Matting products laid into the ground flush with surrounding floors, trapping dirt, debris, and moisture before entering buildings.
• Bathroom and Urinal Mats Bathroom mats treated with anti-microbial agents to control odor-causing bacteria, featuring water dam borders that trap liquids and keep floors dry and sanitary.
• Green and Recycled Mats Recycled floor mats made with 33% to 100% recycled content serving as the first line of defense in Green Building applications, helping earn LEED credits.
• Floor Mat Accessories Accessories including floor mat grip tapes, anti-slip tapes, wet umbrella bag stands, mud chuckers, heated snow mats, mat racks, and absorbent mats.
• Safety and Maintenance Supplies Hand sanitizers, disinfectants, soaps, wipes, and social distancing floor mats and runners for maintaining clean and safe environments.
• Corner Guards Wall corner guards protecting wall corners from damage due to carts, dollies, hand trucks, and foot traffic in high-traffic environments.
• Stair Treads Step coverings that improve traction and enhance slip-resistance on stairs, available in vinyl, rubber, and metal compositions with various patterns and colors.
• Oversized Extra-Large Mats Heavy-duty commercial-grade entrance mats available up to 13' 2" wide and lengths of at least 80 feet for large entrances and expansive lobbies.
• Sports Team Floor Mats Sports rugs for major North American sports from Milliken's My Team collection, precision machine tufted with Stainmaster nylon and printed on ChromoJet fabric printers.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• FloorMatStore: Online specialty retailer of commercial and residential floor mats with overlapping categories (entrance, anti-fatigue, gym, kitchen mats) and a similar direct-to-consumer e-commerce model.
• Flooring Inc. E-commerce retailer of floor mats, gym flooring, garage tiles, and specialty rubber flooring — overlapping catalog categories and direct-to-consumer fulfillment model.

Broad incumbents

• Amazon: Global e-commerce marketplace with extensive mat listings across every category American Floor Mats sells, competing heavily on price, Prime shipping, and search visibility.
• Wayfair: Large online home furnishings marketplace selling door mats, kitchen mats, and runners directly to consumers, competing on discovery, shipping, and assortment scale.
• Lowe's: National home improvement retailer with comparable flooring and mat assortments online and in-store, competing for residential and prosumer mat buyers.
• Grainger: Industrial MRO distributor selling anti-fatigue, anti-static, contamination control, and safety mats to commercial and industrial buyers — direct overlap on the B2B side of American Floor Mats' catalog.
• Crown Mat: Long-established US manufacturer and supplier of commercial matting products (entrance, anti-fatigue, specialty) selling to facility and janitorial channels, competing for the same commercial end customers.
• The Home Depot: National home improvement retailer carrying entrance mats, garage flooring, and anti-fatigue mats across store and online channels, competing on price, convenience, and breadth.
• Global Industrial: Industrial and commercial supply distributor with a mat and floor protection category serving warehouses, factories, and facilities — comparable buyer base and SKU overlap.

Regional players

• LL Flooring: US-focused flooring retailer selling floor coverings and accessories to consumers; overlaps on flooring-adjacent categories like runners and underlayment and competes for residential flooring share.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

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 American Floor Mats