What Urban Surfaces does

Urban Surfaces is a privately held US flooring designer and manufacturer headquartered in Corona, California, founded in 2001 and operating across 51-100 employees. The company designs, produces, and distributes a broad portfolio of flooring products spanning luxury vinyl plank (floating, glue-down, and LooseLay formats), patented hardened wood flooring via its Bjelin/Välinge partnership (Woodura technology with 5G Dry locking), woven vinyl, and recently entered residential carpet with the TurnKey line. Its technology stack centers on proprietary or licensed systems including Woodura, the 5G Dry leak-proof locking system, DimensionLock fiberglass LVT that requires no acclimation, HIIC sound testing standards developed with Veneklasen Associates, and the FloorSilencer underlayment family. Certifications include FloorScore, GREENGUARD Gold, FSC, and LEED-contributing products.

The company sells primarily through a project-first enterprise field sales motion targeting property managers, developers, builders, contractors, and design professionals across multifamily (primary), senior living, student housing, assisted living, hospitality, commercial, single family builder, and stadium verticals. Pricing is unit-based (per square foot for flooring, per gallon for adhesives, per piece for moldings) with volume discounts on pallet orders and a special-buy overstock channel offering products from $0.99 to $1.69 per square foot. Distribution is direct-to-project via a national team of account representatives, a phone/website inside sales channel, third-party freight to 48 states, company-owned trucks in Southern California, and will-call pickup at the Corona warehouse, with a Material Bank listing for architect/designer sample requests.

In 2024 the company achieved double-digit revenue growth, and 2025 has seen an unusually aggressive product launch cadence including DXL non-acclimate LVT, TurnKey stocked carpet, Zeno PVC-free flooring, expanded InstaGrip LooseLay, and the US launch of Bjelin Woodura hardened wood. Management has publicly stated a Big Hairy Audacious Goal of selling 1 billion square feet of flooring by 2040. The company is led by President Jeremy Britton and remains privately held with no disclosed institutional investment.

Name

Urban Surfaces

Legal name

Urban Surfaces

Website

https://urbansurfaces.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Urban Surfaces is a privately held Corona, California-based designer and manufacturer of luxury vinyl plank, hardened wood, and carpet flooring serving US multifamily, commercial, senior living, student housing, and hospitality projects through a national project-first field sales model.

Ownership category

akta.pro rank

Product category

Commercial and Multifamily Flooring

NAICS

Floor Covering Retailers (449121)

akta.pro primary industry

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

akta.pro secondary industries

Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL)

Keywords

• Luxury vinyl flooring
• Hardened wood flooring
• Multifamily floor coverings
• Resilient flooring products
• Commercial flooring systems

Headquarters

HQ city

Corona

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Flooring Product Sales: One-time sale of flooring materials including luxury vinyl plank, hardened wood, and carpet products. Products are sold by square footage with various wear layer options and installation methods.
2. Accessories and Supplies: Sale of complementary products including adhesives, underlayments, moldings, stair solutions, and subfloor coatings. Products sold individually or as project packages.
3. Special Buy/Overstock Products: Limited quantity overstock flooring products sold at discounted prices, available first-come, first-served through sales representatives.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Urban Surfaces designs, manufactures, and distributes flooring products including luxury vinyl plank (LVP), hardened wood flooring (via Bjelin partnership), residential carpet, and woven vinyl flooring. The portfolio supports floating, glue-down, and loose-lay installation methods and is complemented by adhesives, subfloor coatings, underlayments, moldings, and stair solutions sold through a project-first direct sales model.

Product overview

Urban Surfaces offers a comprehensive flooring portfolio organized into six main product categories: Hardened Wood (Bjelin Woodura line including WOODURA VISTA, LARGE, XL, XXL, HERRINGBONE, and NADURA TILE), Resilient Floating (SOUND-TEC, SOUND-TEC PLUS, STUDIO 12 FLOATING), Resilient LooseLay (INSTAGRIP 28, INSTAGRIP 28 TILE, INSTAGRIP 20, INSTAGRIP COMFORTCUSHION), Resilient GlueDown (SOHO SQUARE, STUDIO 12 GLUEDOWN, MAIN STREET, FOUNDATIONS, ZENO PVC FREE, DIMENSIONLOCK), Woven Vinyl (AXON TWILL PLANK, AXON TWILL SQUARE, WOVEN DESIGN STUDIO), and Residential Carpet (TURN KEY 25OZ, EASY LIVING 36OZ). The product ecosystem is supported by Urban Essentials including adhesives (PRISM, EVERLAST, OMNI, STRONGHOLD, ASCEND, VANGUARD, PARAGON), subfloor coatings (TRACTION, ADVANTAGE, TRILOGY, INFUSE, INFINITI), underlayments (FLOOR SILENCER PRO, FLEX, BOOST), and stair/molding accessories. The company also offers a Floor Visualizer digital tool. Products serve multi-family, senior living, student housing, assisted living, hospitality, commercial, single family builder, and stadium segments.

Differentiator

Problem solved

Functional benefit

Brands

• TurnKey: First stocked carpet solution for multi-family properties, offered with next-day shipments from Corona, CA facility.
• DXL (DimensionLock)
• Zeno
• FloorSilencer
• InstaGrip
• Sound-Tec
• Studio 12
• SoHo Square
• Foundations
• AXON

Products and services

• Bjelin Woodura Hardened Wood Flooring Hardened wood flooring product family (WOODURA VISTA, LARGE, XL, XXL, HERRINGBONE, NADURA TILE) built on Woodura technology with a wood veneer fused to a wood-powder layer over a Compositek core, designed for multi-family and commercial use.
• Sound-Tec Resilient Floating Floor Stone polymer composite (SPC) floating floor collection with sound-dampening technology, ceramic bead scratch armor, and waterproof surface for multi-unit and commercial installations.
• InstaGrip LooseLay Flooring LooseLay LVT flooring line (InstaGrip 28, InstaGrip 28 Tile, InstaGrip 20, InstaGrip ComfortCushion) offering adhesive-free installation with quick plank replacement.
• Resilient GlueDown Flooring Glue-down LVT flooring collection including SoHo Square, Studio 12 GlueDown, Main Street, Foundations, Zeno PVC Free, and DimensionLock products for permanent commercial and multi-family installation.
• DimensionLock (DXL) Non-Acclimate LVT Fiberglass LVT with no acclimation required, designed for new construction flooring stability.
• Zeno PVC-Free Flooring PVC-free resilient flooring option available in 12 colors for sustainability-focused multi-family and commercial projects.
• Axon Woven Vinyl Flooring Performance woven vinyl flooring collection including Axon Twill Plank, Axon Twill Square, and the Woven Design Studio custom pattern service.
• TurnKey Residential Carpet 25-ounce residential carpet solution stocked in the Corona, CA warehouse with next-day shipment capability for multi-family turn cycles.
• Easy Living 36OZ Residential Carpet 36-ounce residential carpet with enhanced durability for high-traffic multi-family areas.
• Urban Essentials Adhesives Adhesive product line for flooring installations, including Prism (firm-set, 99% RH tolerance), Everlast (hard-set), Omni (adhesive plus moisture barrier), Stronghold (molding/stair tread), Ascend (wall adhesive), Vanguard (wood adhesive with 90% moisture barrier), and Paragon (wood adhesive with 100% moisture barrier).
• Subfloor Coatings Subfloor preparation and protection coatings, including Traction (adhesive-free LooseLay grip coating), Advantage (no-VOC primer), Trilogy (multipurpose primer with 93-95% moisture protection), Infuse (encapsulator and primer), and Infiniti (100% moisture barrier).
• FloorSilencer Underlayments Underlayment rolls (Pro, Flex, and Boost) compatible with all Urban Surfaces flooring types, providing sound reduction, moisture protection, thermal insulation, and antimicrobial defense. Flex and Boost are made from recycled fiber materials.
• Moldings and Stair Solutions Resilient floor moldings (end caps, low profile end caps, reducers, T-molding) and stair components (square edge stair treads, square edge stair noses, waterproof SPC risers, stair noses, InstaGrip stair nose).
• Floor Visualizer Digital Tool Online room visualization tool that lets customers preview Urban Surfaces flooring products in their own space.

Quantifiable outcome

• No acclimation required - eliminates multi-day waiting period for installation
• +4 more outcomes

Named customers10 records

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core and major.

• BjelincoreStrategic or Co-development PartnerSwedish wood-flooring manufacturer with deep R&D roots alongside sister company Välinge Innovation. Partnership brings Woodura Hardened Wood technology to US market through Urban Surfaces' national distribution network. Bjelin's high-capacity European production, including world's largest wood-floor factory, combined with Urban Surfaces' project-first service model.
• Veneklasen AssociatescoreTechnology or IntegrationPioneers of audio measurement and control. Responsible for developing HIIC and LIIC sound testing standards. Conducted extensive testing on all Urban Surfaces flooring and underlayments, providing precise measurements of sound reduction between floors.
• Material BankmajorChannel Partner/ Reseller/ DistributorMarketplace listing for architects and designers to access Urban Surfaces samples and specifications. Allows design professionals to easily request and evaluate flooring products for projects.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Shaw Industries: One of the largest US flooring manufacturers (carpet, LVT/LVP, hardwood, resilient) with broad multifamily and commercial exposure. Competes directly with Urban Surfaces in LVP and resilient categories for the same property manager and developer customers.
• Mohawk Industries: Global flooring manufacturer spanning LVT/LVP, hardwood, carpet, and laminate with strong multifamily and commercial channels. Direct competitor for Urban Surfaces' core LVP, hardwood, and carpet lines.
• Mannington Mills: US flooring manufacturer of LVT, hardwood, sheet vinyl, and carpet serving residential and commercial segments including multifamily. Closely overlaps Urban Surfaces' resilient, hardwood and commercial carpet portfolios.
• Karndean Designflooring: Specialist in luxury vinyl flooring with design-led LVT planks and tiles for commercial and multifamily projects. Direct peer in the LVT category with comparable project/specification sales motion.
• COREtec (Shaw Industries brand): Leading US LVP/LVT brand owned by Shaw, sold through specialty retail and multifamily channels. Competes head-to-head with Urban Surfaces on waterproof LVP for multi-unit residential projects.
• Armstrong Flooring: Manufacturer of resilient flooring (LVT, sheet vinyl, VCT) and hardwood with established commercial and multifamily distribution. Competes with Urban Surfaces in commercial-grade resilient flooring.

Emerging players

• Proximity Mills: Direct-to-consumer and trade LVP brand with strong digital and contractor channels. Emerging competitor targeting overlapping residential and light-commercial LVP demand.
• Happy Floors: US distributor of European LVT and porcelain tile with strong multifamily and commercial specification presence. Comparable project-first distribution model and overlapping customer base with Urban Surfaces.

Broad incumbents

• Floor & Decor Holdings: National specialty flooring retailer with broad LVP, hardwood, tile, and accessories assortment. While a retailer rather than manufacturer, it represents an alternative procurement channel for the same property managers and developers Urban Surfaces serves.
• LL Flooring: National flooring retailer (formerly Lumber Liquidators) carrying LVP, hardwood, vinyl and accessories. Competes with Urban Surfaces in the consumer and small-builder segments of the same flooring categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@UrbanSurfaces
• Facebookfacebook.com/urbansurfaces
• LinkedInlinkedin.com/company/urban-surfaces
• Instagraminstagram.com/urbansurfaces

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Urban Surfaces