USA Flooring
USA Flooring
- Company typePrivate
- Founded1972
- HeadquartersDurham, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What USA Flooring does
USA Flooring is a privately held, locally owned flooring retailer headquartered in Durham, North Carolina, founded in 1972. The company sells flooring products and provides professional installation services through eight retail showrooms distributed across the state — two in Raleigh and one each in Durham, Fayetteville, Wilmington, Winston-Salem, Charlotte, and Pinehurst/Southern Pines — serving residential homeowners, trade professionals, homebuilders, and commercial property customers. Its product catalog spans hardwood, luxury vinyl plank and tile, carpet, laminate, ceramic and porcelain tile, artificial turf, and custom area rugs, sourced as an authorized dealer for major manufacturers including Shaw Industries and Mohawk Flooring, alongside a broad commercial-brand portfolio (Shaw Contract, Mannington, Karndean, Daltile, Armstrong, Mapei, and others).
USA Flooring firmographics
Firmographics- Name
- USA Flooring
- Legal name
- USA Flooring
- Website
- https://usaflooringnc.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- USA Flooring
- Ownership category
- akta.pro rank
USA Flooring industry classification
Industry- Product category
- Flooring Retail
- NAICS
- Floor Covering Retailers (449121), Flooring Contractors (238330)
- akta.pro primary industry
- Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)
- akta.pro secondary industry
- Commercial Flooring Retail (Contract/Trade-Focused) (CRAIAGAL)
Keywords
Where USA Flooring is headquartered
LocationHeadquarters
- HQ city
- Durham
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
USA Flooring business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Retail Flooring Product Sales: Sale of flooring materials including hardwood, vinyl, carpet, laminate, tile, and turf to residential and commercial customers through 8 North Carolina showrooms
- Professional Installation Services: In-house professional flooring installation services offered alongside product sales, providing turnkey solutions for customers
- Trade/B2B Sales: Sales to trade professionals including contractors, builders, designers, and realtors through the Partner Rewards program with exclusive trade pricing
- Builder Division: Streamlined procurement and design consultation for homebuilders and residential developers outfitting multiple properties
- Commercial Division: Commercial flooring projects for offices, retail spaces, multi-family buildings, and hospitality properties
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Financing through Wells Fargo |
| Other | Monthly | Financing through Synchrony |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
USA Flooring product offering
Product offeringCore offering
USA Flooring is a North Carolina-based full-service flooring retailer operating 8 showroom locations across the state. The company sells flooring materials including hardwood, vinyl, carpet, laminate, tile, artificial turf, and custom area rugs, paired with in-house professional installation services. It serves residential homeowners directly and operates dedicated Builder, Commercial, and Partner Rewards divisions for trade professionals, builders, and commercial clients.
Product overview
USA Flooring is a North Carolina-based flooring retailer offering a comprehensive portfolio of flooring products and services across residential and commercial segments. The core product offering includes hardwood (solid and engineered), luxury vinyl plank/tile, carpet, laminate, tile, artificial turf, and custom area rugs. The company operates as an authorized dealer for major brands including Shaw Industries and Mohawk Flooring. Service offerings are organized into Builder Division (for homebuilders and developers) and Commercial Division (for commercial projects), alongside residential installation services. The company has implemented a Partner Rewards loyalty program using the inGauge B2B platform for trade professionals. Financing is available through Synchrony and Wells Fargo partnerships. USA Flooring serves customers through eight retail showroom locations across North Carolina.
Differentiator
Problem solved
Functional benefit
Products and services
- Hardwood Flooring Solid and engineered hardwood flooring available in multiple species (oak, maple, hickory, walnut, cherry) with various widths, lengths, finishes, and wide-plank options, sold to residential and commercial customers.
- Vinyl Flooring Luxury vinyl plank (LVP) and luxury vinyl tile (LVT) with waterproof, scratch-resistant properties and wood/stone visuals, including SPC and WPC core options for residential and commercial use.
- Carpet Flooring Carpet options including Berber, carpet tiles, frieze, patterned, plush, and area rugs from brands such as Shaw Floors, Mohawk, COREtec, Pergo, and Bruce.
- Laminate Flooring Laminate flooring with wood-like aesthetics, durability, and ease of maintenance for residential applications.
- Tile Flooring Ceramic and porcelain tile flooring including large-format and natural stone options, suitable for kitchens, bathrooms, and other spaces.
- Artificial Grass and Turf Artificial turf and grass products for indoor and outdoor residential and commercial applications.
- Custom Area Rugs Custom-sized area rugs in various materials and sizes, designed to coordinate with hard surface flooring.
- Flooring Installation Services Professional installation services across all flooring types including hardwood, vinyl, carpet, laminate, tile, and turf, delivered by in-house installation crews alongside product sales.
- Builder Division Services Dedicated B2B service division for homebuilders and residential developers offering streamlined procurement, design consultation, and consistent flooring supply across multiple properties.
- Commercial Division Services Dedicated commercial flooring services for offices, retail spaces, multi-family buildings, and hospitality projects, addressing high-traffic specifications, ADA compliance, and tight installation windows.
- Partner Rewards Loyalty Program B2B loyalty program for trade professionals offering exclusive trade pricing, reward points for merchandise and travel, priority inventory access, and dedicated account support.
- Flooring Financing Options Customer financing options through Synchrony and Wells Fargo with promotional offers such as 0% APR for 24 months and no-interest plans if paid within 12-18 months, subject to credit approval.
Quantifiable outcome
- 51% year-over-year trade business increase
- +2 more outcomes
Companies that use USA Flooring
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
USA Flooring technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
USA Flooring partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Shaw IndustriescoreShaw Industries supports USA Flooring's Partner Rewards loyalty program as part of its broader strategy to build brands and retain customers. Shaw's involvement provides legitimacy and manufacturer backing to the trade rewards program, which engages flooring influencers such as realtors, designers, and contractors using the inGauge B2B Loyalty platform.
- The Incentive GroupcorePartnered with The Incentive Group to launch the Partners Rewards B2B loyalty program. The Incentive Group provides the inGauge B2B Loyalty platform that powers the program, enabling USA Flooring to track trade professional purchases and manage reward point redemption.
- Mohawk FlooringcoreUSA Flooring is an authorized Mohawk Flooring dealer, carrying their latest and most popular collections and products. This partnership provides access to Mohawk's full product line including hardwood, carpet, vinyl, and laminate.
- Shaw FlooringcoreUSA Flooring is an authorized Shaw Flooring dealer, offering Shaw's latest and most popular collections. Shaw supports the Partner Rewards program as part of its brand retention strategy.
- Multiple Flooring BrandscoreAuthorized dealer for numerous flooring brands including Shaw Contract, Mohawk Group, Mannington, Karndean Designflooring, Daltile, Armstrong Commercial, Crossville, Interceramic, Forbo, EarthWerks, Congoleum, Tandus Centiva, American Olean, Schluter Systems, and Mapei.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
USA Flooring competitors and assessment
Company assessmentBroad incumbents
- Floor & Decor Holdings: Largest U.S. specialty flooring retailer (NYSE: FND) operating ~250 warehouse-format stores nationwide. Directly comparable multi-category flooring assortment (hardwood, LVP, tile, carpet, laminate) but at significantly larger scale and with a pro-focused hard-surface tilt.
- The Home Depot: Largest home improvement retailer in the U.S. with extensive flooring assortments and installation services. A direct competitor for price-sensitive residential and pro customers in USA Flooring's NC markets, with materially greater scale and pricing power.
- Lowe's: Second-largest U.S. home improvement retailer carrying hardwood, vinyl, tile, and carpet with professional installation services. Competes with USA Flooring on both retail pricing and installed sales in overlapping NC geographies.
Direct peers
- Empire Today: National residential flooring retailer specializing in carpet and hard-surface products with bundled in-home consultation and next-day installation. Closely matches USA Flooring's turnkey retail-plus-installation model for homeowners.
- Carpet One Floor & Home: Cooperative of ~1,000 independently owned flooring stores across North America sharing marketing, supplier agreements, and branding. Direct comparable to USA Flooring's multi-category retail + installation model at a similar regional-store scale.
- LL Flooring (formerly Lumber Liquidators): Specialty hard-surface flooring retailer offering hardwood, vinyl, and laminate direct to consumers across ~200 stores. Comparable in category mix (hardwood/LVP-led) but with a national footprint and predominantly self-install customer base.
- Abbey Carpet & Floor: Cooperative of independent flooring retailers offering multi-category flooring with installation services. Comparable business model to USA Flooring as a member of a buying group serving regional markets with full-service offerings.
- Floors To Go: Franchise-based flooring retailer network with regional store owners selling and installing multi-category flooring. Similar regional, owner-operator scale to USA Flooring with comparable product mix and installed-sales model.
Others
- Shaw Industries Group: Largest U.S. carpet manufacturer and major supplier to USA Flooring (authorized dealer and Partner Rewards co-sponsor). Not a direct competitor, but a strategic partner whose dealer-network decisions directly affect USA Flooring's product access and trade-program economics.
- Mohawk Industries: World's largest flooring manufacturer offering hardwood, carpet, LVT, and laminate. Core authorized supplier to USA Flooring; comparable not as a competitor but as an upstream partner whose channel strategy influences retailer dynamics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
USA Flooring social profiles
Digital presenceUSA Flooring financial estimates
Financial estimateRevenue estimate
Valuation estimate
USA Flooring leadership team
Management profileNumber of profiles
Profiles2 records
USA Flooring funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
USA Flooring 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 USA Flooring
What does USA Flooring do?
USA Flooring is a North Carolina-based full-service flooring retailer operating 8 showroom locations across the state. The company sells flooring materials including hardwood, vinyl, carpet, laminate, tile, artificial turf, and custom area rugs, paired with in-house professional installation services. It serves residential homeowners directly and operates dedicated Builder, Commercial, and Partner Rewards divisions for trade professionals, builders, and commercial clients.
Is USA Flooring a public or private company?
USA Flooring is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was USA Flooring founded?
USA Flooring was founded in 1972. It employs 11 to 50 people.
Where is USA Flooring based?
USA Flooring is headquartered in Durham, United States, in the North America region.
How does USA Flooring make money?
Five revenue lines are on record. Retail Flooring Product Sales are the primary driver. The others are professional Installation Services, trade/B2B Sales, builder Division and commercial Division.
Who are USA Flooring's main competitors?
Broad incumbents on record are Floor & Decor Holdings, The Home Depot and Lowe's. Direct peers are Empire Today, Carpet One Floor & Home, LL Flooring (formerly Lumber Liquidators), Abbey Carpet & Floor and Floors To Go. Others are Shaw Industries Group and Mohawk Industries.
Does USA Flooring have an API?
No public API is recorded for USA Flooring.
What industry is USA Flooring in?
USA Flooring's product category is Flooring Retail. Its primary akta.pro industry code is CRAIAGAK, Flooring Installation Services (Retailer-Affiliated), with a secondary code of CRAIAGAL, Commercial Flooring Retail (Contract/Trade-Focused). Its NAICS code is 449121.