The Floor Trader

What The Floor Trader does

The Floor Trader is a discount flooring retail brand operated under CCA Global Partners, Inc., a privately held Delaware corporation headquartered in St. Louis, Missouri. The company sells carpet, hardwood, luxury vinyl (LVP/LVT), tile, and laminate flooring through a network of more than 50 independently owned and operated retail showrooms across approximately 35 US states and 3 Canadian provinces (Ontario, Saskatchewan). Its core product strategy combines national-brand inventory from major manufacturers — Armstrong Flooring, Shaw Industries, Daltile, and Mohawk — with an extensive exclusive private-label portfolio including Harbor Home, DwellTex, Safeguard, Right Price Right Now (carpet), DynaGuard H2O, Ridgeland Hardwood, Core Elements (hardwood/vinyl), and Ridgeland Ceramic (tile).

The business operates a high-volume, in-stock, warehouse-style outlet model in which all products are carried on-site for same-day purchase and pickup; there is no e-commerce checkout, and pricing is delivered in-store or via online quote request rather than published online. The technology stack is thin: a web-based Room Visualizer (powered by third-party RoomVO), an online quote form, and standard website/SEO content. Customer-facing services include a PRO Rewards loyalty program, a Preferred Installer Network providing written estimates and minimum one-year warranties, a 0% APR for 36-month financing program underwritten by Synchrony Bank, and an Ask-an-Expert consultation channel.

The customer base is segmented across residential homeowners (primary), commercial/business owners (retail, restaurant, office, healthcare, hospitality, education), and contractors/builders. Revenue mechanics are predominantly transactional one-time product sales supplemented by installation-services facilitation (where installers are paid directly by the customer) and financing-derived transaction economics through the Synchrony Bank partnership. The company is privately held with no disclosed venture or private equity investment, no M&A activity, and 251-500 corporate employees.

Name

The Floor Trader

Legal name

CCA Global Partners, Inc.

Website

https://floortrader.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

The Floor Trader is a privately held discount flooring retailer operating 50+ independently owned showrooms across the United States and Canada, selling in-stock carpet, hardwood, vinyl, tile, and laminate to residential homeowners, commercial buyers, and contractors under CCA Global Partners, Inc.

Ownership category

akta.pro rank

Product category

Discount Flooring Retail

NAICS

Floor Covering Retailers (449121), Home Centers (444110), Flooring Contractors (238330)

SIC

Retail-Lumber & Other Building Materials Dealers (5211), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industries

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Commercial Flooring Retail (Contract/Trade-Focused) (CRAIAGAL)

Keywords

• Discount flooring retail
• Carpet and vinyl
• Flooring installation services
• Outlet flooring stores
• Residential flooring products

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices52 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: The primary revenue stream is direct retail sale of flooring materials — carpet, hardwood, tile, vinyl, and laminate — to consumers and contractors. Products are sold in individual store locations from in-stock inventory, with pricing based on material type, brand, and quantity.
2. Installation Services: The Floor Trader connects customers with a network of Preferred Installers for professional flooring installation. Installers are paid directly by the customer; the company facilitates the connection and may earn referral or coordination value.
3. Financing Services: The company offers credit/financing programs for qualifying purchases made with a Floor Trader credit card, including promotional plans such as 0% financing for 36 months, generating revenue through financing partnerships (Synchrony Bank).

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

The Floor Trader sells discount/outlet flooring materials—carpet, hardwood, luxury vinyl, tile, and laminate—from always-in-stock retail showrooms, enabling same-day purchase and pickup. The company connects customers to a network of Preferred Installers for professional installation and offers credit card financing through Synchrony Bank to reduce purchase friction. Its exclusive and name-brand product mix (Harbor Home, Right Price Right Now, DwellTex, Safeguard, DynaGuard H2O, Ridgeland, Core Elements, alongside Armstrong, Shaw, Daltile, and Mohawk) supports home renovation, new construction, and commercial flooring projects.

Product overview

The Floor Trader is a retail flooring company operating as a warehouse-style outlet, offering in-stock flooring products available for same-day purchase and installation. The core product portfolio consists of five main flooring categories: Carpet, Hardwood Flooring, Luxury Vinyl Flooring (LVP/LVT), Tile Flooring, and Laminate Flooring. The company supplements these core offerings with exclusive sub-brands including Harbor Home, Right Price Right Now, DwellTex, and Safeguard (carpet); DynaGuard H2O and Ridgeland Hardwood (hardwood/vinyl); and Ridgeland Ceramic (tile), plus the Core Elements luxury vinyl line. Additionally, they distribute name-brand products from Armstrong, Shaw, Daltile, and Mohawk. Customer-facing services include a Room Visualizer tool for virtual floor previewing, a PRO Rewards loyalty program, a Preferred Installer Network for professional installation, and financing options through Synchrony Bank.

Differentiator

Problem solved

Functional benefit

Brands

• Harbor Home: Exclusive carpet brand featuring diverse range of carpets in various colors, textures, patterns, and fiber types
• Right Price Right Now
• DwellTex
• Safeguard
• DynaGuard H2O
• Ridgeland Hardwood
• Ridgeland Ceramic
• Core Elements
• DynaGuard Lite H2O
• Ridgeland

Products and services

• Carpet Residential and commercial carpet flooring sold from in-stock inventory across Floor Trader showrooms, available in multiple fibers (nylon, olefin, polyester, wool) and styles (saxony, plush, texture, cut-loop, level loop, multi-level loop, frieze) for home renovation, commercial, and contractor projects.
• Hardwood Flooring Solid and engineered hardwood flooring sold from in-stock inventory in wood strip, wider width planks, and parquet square formats, available in species such as oak, hickory, maple, walnut, and acacia for residential renovation and new construction projects.
• Luxury Vinyl Flooring (LVP / LVT) Waterproof and water-resistant luxury vinyl plank and tile flooring sold from in-stock inventory for residential and commercial use, available in wood and stone looks with click-lock and glue-down installation options.
• Tile Flooring Ceramic and porcelain tile flooring plus stone tiles sold from in-stock inventory for kitchens, bathrooms, and high-traffic areas, available in various colors, textures, and patterns from Daltile and exclusive Ridgeland Ceramic lines.
• Laminate Flooring High-performance laminate flooring sold from in-stock inventory, mimicking wood or tile appearance with click-lock installation and durable, easy-maintenance construction for residential and light commercial use.
• Preferred Installer Network A network of vetted, trusted professional flooring installers offered to Floor Trader customers for project installation, providing direct communication, written estimates, and a minimum one-year installation warranty.
• Flooring Financing Program Credit card financing program offered in partnership with Synchrony Bank for qualifying purchases, including promotional plans such as 0% interest for 36 months, designed to lower purchase friction on larger flooring projects.
• Room Visualizer Interactive web-based tool (powered by RoomVO) that lets customers preview different flooring options in simulated room environments using a phone or tablet to support pre-purchase design decisions.
• PRO Rewards Loyalty Program Loyalty program offering exclusive benefits and discounts to repeat or referred Floor Trader customers, supporting customer retention and word-of-mouth referrals across the store network.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Four partnerships are on record, tiered major.

• Armstrong FlooringmajorChannel Partner/ Reseller/ DistributorArmstrong Flooring is a major flooring manufacturer whose products (hardwood, vinyl, laminate) are carried by The Floor Trader as part of the company's name-brand offering, complementing its exclusive in-house brands.
• Shaw IndustriesmajorChannel Partner/ Reseller/ DistributorShaw Industries is a leading flooring manufacturer whose products are sold through The Floor Trader's retail locations as part of the company's name-brand portfolio alongside Armstrong, Daltile, and Mohawk.
• DaltilemajorChannel Partner/ Reseller/ DistributorDaltile, a major tile and stone flooring manufacturer, supplies The Floor Trader's tile category, appearing on the product listing pages with multiple Daltile SKUs (e.g., Aesthetic Rectangle, Advantage Square, Advantage Rectangle series).
• MohawkmajorChannel Partner/ Reseller/ DistributorMohawk is a major flooring manufacturer whose products are included in The Floor Trader's name-brand selection, available alongside the company's exclusive Harbor Home, Right Price Right Now, DwellTex, Safeguard, DynaGuard H2O, and Ridgeland brands.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Wayfair: Large online home-goods retailer with a substantial flooring assortment. Competes for the same digitally-engaged flooring customer, but with a fully transactional e-commerce model Floor Trader does not match.
• Mohawk Industries: Largest flooring manufacturer in North America, supplying Floor Trader and operating its own retail programs. Overlap in product categories and brand portfolio, with manufacturing scale advantage.
• Shaw Industries: One of the largest flooring manufacturers and a key supplier of Floor Trader. Comparable through the same brand portfolio (Shaw, Mohawk-adjacent) and category coverage, with vertical-integration economics.
• The Home Depot: Largest home-improvement retailer with a significant flooring department carrying many of the same manufacturer brands. Competes on price, assortment, and convenience, but does not specialize in flooring-only retail.
• Lowe's: Second-largest home-improvement retailer with a strong flooring assortment and installation services. Competes across all Floor Trader categories but at much larger scale and broader product portfolio.

Direct peers

• Flooring America: Another CCA Global Partners flooring retail banner, with comparable store-network model, manufacturer partnerships, and discount-to-mid-tier positioning. Direct peer in operating model and customer segments.
• Floor & Decor Holdings: Public specialty flooring retailer (FND) with a large-format, in-stock, discount-oriented model. Closest large-scale direct competitor on product breadth, in-stock inventory, and pro-customer focus.
• Carpet One Floor & Home: Sister brand under CCA Global Partners operating a similar member/independently-owned store model for flooring. Direct comparison in business model, supplier relationships, and customer segment, with overlap in co-branded national marketing.
• LL Flooring (formerly Lumber Liquidators): Public discount flooring retailer with similar value-positioning on hardwood, vinyl, and laminate. Direct competitor in the same product categories and price-sensitive residential segment.
• Empire Today: Direct-to-consumer flooring retailer specializing in in-home sales for carpet, hardwood, vinyl, and tile. Comparable product mix and residential focus, with a different (in-home) sales motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TheFloorTrader
• Facebookfacebook.com/TheFloorTrader

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 The Floor Trader