S&G Carpet and More
S&G Carpet and More is a family-owned, 77-year-old flooring retailer and installer based in West Sacramento, California, operating 9 showrooms across Northern California and Rogers, Arkansas. It sells and installs carpet, hardwood, laminate, LVP, vinyl, and waterproof flooring to residential, commercial, and trade customers via showrooms, Shop at Home, DIY, and wholesale channels.
- Company typePrivate
- Founded1948
- HeadquartersRocklin, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What S&G Carpet and More does
S&G Carpet and More is a privately held, family-owned flooring retailer founded in 1948 and headquartered in West Sacramento, California. The company sells and installs a full assortment of flooring products — carpet, hardwood, laminate, luxury vinyl plank (LVP), vinyl sheet and tile, waterproof core (WPC/SPC), click-lock LVP, and carpet tiles — distributed across major national brands (Shaw, Mohawk, COREtec, Armstrong, Mannington, Karastan, Anderson, Calcore, Tapestry, Majesty, Sweet Flooring) alongside its own S&G Private Label line. S&G operates a direct-import model supported by an on-site warehouse and import center at its West Sacramento headquarters, allowing container-load purchasing, large in-stock inventory, and immediate or next-day pickup.
The company serves three primary customer segments: residential homeowners (its core market), commercial properties, and trade professionals. GTM combines physical showrooms with a free Shop at Home mobile consultation program (in-home sample presentation, laser measurement, written estimates), DIY / material-only sales for self-installers, and a dedicated wholesale division for contractors, builders, and commercial buyers. Pricing is quote-based and not publicly listed; S&G layers multiple guarantees onto every transaction, including a Low Price Guarantee (beating any written competitor bid by 10%), No Surprise Pricing, Total Satisfaction, and a Lifetime Installation Warranty, backed by certified in-house installers.
S&G runs 9 retail showrooms — 8 across Northern California (Cupertino, Dublin, Elk Grove, Pleasant Hill, Rancho Cordova, Rocklin, Santa Clara, San Jose) and 1 in Rogers, Arkansas — plus its West Sacramento warehouse/import HQ. The company has accumulated 6,500+ customer reviews at a 4.8/5 star rating, and pursues multi-channel marketing through its website, SEO-optimized local landing pages, Instagram, customer testimonials, podcast appearances, and community engagement (Habitat for Humanity, Toys for Tots). Financing is offered with approved credit. The business is privately held with no disclosed funding rounds, institutional investors, acquisitions, or public-market activity.
S&G Carpet and More firmographics
Firmographics- Name
- S&G Carpet and More
- Legal name
- S&G Carpet and More
- Website
- https://sgcarpet.com
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- S&G Carpet and More is a family-owned, 77-year-old flooring retailer and installer based in West Sacramento, California, operating 9 showrooms across Northern California and Rogers, Arkansas. It sells and installs carpet, hardwood, laminate, LVP, vinyl, and waterproof flooring to residential, commercial, and trade customers via showrooms, Shop at Home, DIY, and wholesale channels.
- Ownership category
- akta.pro rank
S&G Carpet and More industry classification
Industry- Product category
- Flooring Retail and Installation Services
- NAICS
- Floor Covering Retailers (449121), Home Furnishings Retailers (44912), Home Furnishing Merchant Wholesalers (423220)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Wholesale-Furniture & Home Furnishings (5020)
- akta.pro primary industry
- Carpet & Area Rug Flooring Retail (CRAIAGAE)
- akta.pro secondary industries
- Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK), Mattresses, Bedding & Sleep Products Distribution (CRAOAFAL)
Keywords
Where S&G Carpet and More is headquartered
LocationHeadquarters
- HQ city
- Rocklin
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
S&G Carpet and More business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Flooring Product Sales: Retail sale of carpet, hardwood, laminate, luxury vinyl plank (LVP), vinyl, and waterproof flooring directly to residential and commercial customers through showrooms and Shop at Home program. Products sold include both manufactured brands and S&G Private Label.
- Professional Installation Services: Full-service flooring installation using certified installers, backed by Lifetime Installation Warranty. Includes furniture moving services.
- Wholesale Division: Bulk flooring sales to commercial accounts, contractors, and other businesses through dedicated wholesale division.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Retail Pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
S&G Carpet and More product offering
Product offeringCore offering
S&G Carpet and More is a family-owned flooring retailer that sells and installs carpet, hardwood, laminate, vinyl, luxury vinyl plank (LVP), and waterproof core flooring through 9 showroom locations in Northern California and Northwest Arkansas. The company complements its product sales with a free Shop at Home in-home consultation program, certified professional installation backed by a Lifetime Installation Warranty, carpet cleaning, furniture moving, financing, and dedicated wholesale and commercial divisions. It distributes major manufacturer brands alongside its own S&G Private Label line, leveraging a direct-import warehouse model to offer competitive pricing.
Product overview
S&G Carpet and More operates as a flooring retailer and installer offering a comprehensive portfolio of hard-surface and soft-surface flooring products. The core product lineup centers on six main flooring categories: Carpet, Hardwood Flooring, Laminate Flooring, Luxury Vinyl Plank (LVP), Vinyl Flooring, and Waterproof Core/Waterproof Flooring. These are complemented by specialty variants including Click Lock LVP (with interlocking edge system) and Carpet Tiles. The company distributes major manufacturer brands alongside its proprietary S&G Private Label line. Key brand partnerships include Shaw (Floorte LVP), US Floors (COREtec), Mohawk (RevWood Select, RevWood Plus, RevWood Premier), Tapestry (Renown), Majesty (Pearlescence Supreme), Mannington, Karastan, Armstrong, Anderson, Calcore (Stayton, Pavimentum, Familiar Frontier), and Sweet Flooring. Beyond product sales, S&G offers integrated service offerings including professional installation (backed by Lifetime Installation Warranty), a FREE Shop at Home program (with in-home samples and laser measurement), carpet cleaning services, furniture moving assistance, wholesale and commercial divisions, and financing options. The company distinguishes itself through warranties including the No Surprise Guarantee (price quotes honored), Low Price Guarantee (10% beat of competitor bids), Total Satisfaction Warranty, and Limited Lifetime Installation Warranty. Founded in 1948, S&G serves residential and commercial customers across Northern California (Bay Area and Sacramento regions) and Northwest Arkansas through multiple showroom locations.
Differentiator
Problem solved
Functional benefit
Brands
- S&G Private Label: The company's own private label flooring brand offering carpet and other flooring products.
Products and services
- Carpet Textile flooring available in sophisticated patterns and colorful solids across a wide range of shades, tones, and hues; sold to residential and commercial customers through showrooms and Shop at Home.
- Hardwood Flooring Natural wood flooring available in classic species (red oak, maple, ash) and exotic options (tiger wood, Brazilian cherry) with varied colors, widths, and finishes.
- Laminate Flooring Durable synthetic flooring with realistic stone and wood designs, featuring a tough outer coating impervious to stains, spills, burns, and scratches; available in planks and tiles with multiple installation options.
- Luxury Vinyl Plank (LVP) Versatile and durable waterproof flooring with solid core construction that repels water, featuring high-definition wood or stone designs for kitchens, bathrooms, and basements.
- Vinyl Flooring Plastic flooring tiles made from synthetic components that replicate ceramic tile, stone, and wood grain looks; available in sheets and tiles with varying quality levels and scratch resistance.
- Waterproof Flooring (WPC/SPC) Advanced waterproof flooring including Wood Plastic Composite (WPC) and Stone Plastic Composite (SPC) options with solid core construction that prevents water absorption and subfloor damage.
- S&G Private Label The company's proprietary carpet brand offering quality flooring at affordable prices.
- Professional Installation Services Professional flooring installation performed by certified installers and backed by a Lifetime Installation Warranty, with fast turnaround on in-stock products.
- Shop at Home Free program bringing flooring samples to customers' homes for in-space visualization, with laser measurement for accurate written estimates; available 6 days a week.
- Carpet Cleaning Professional carpet cleaning services for maintaining installed carpet flooring.
- Furniture Moving Furniture moving assistance provided during flooring installation projects.
- Wholesale Division Bulk flooring sales to contractors, builders, and commercial accounts via a dedicated wholesale division.
- Commercial Services Commercial flooring solutions for business spaces and professional environments.
- Financing Financing options with approved credit for flooring purchases and installations.
Quantifiable outcome
- 6,500+ customer reviews with 4.8/5 star rating demonstrates consistent customer satisfaction
Companies that use S&G Carpet and More
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
S&G Carpet and More technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
S&G Carpet and More partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
S&G Carpet and More competitors and assessment
Company assessmentDirect peers
- Empire Today: National flooring retailer operating a direct-to-consumer, in-home sales model with professional installation—closely mirroring S&G's Shop at Home program and full-service positioning, but at much larger geographic scale.
- Carpet One Floor & Home: Cooperative flooring retailer network with showrooms, installation services, and exclusive private-label brands—a structural analogue to S&G's showroom-plus-installation model with broader national footprint.
- Floor & Decor: Specialty flooring retailer with a broad assortment of hard-surface and soft-surface flooring, in-store design services, and pro/contractor focus—overlapping S&G's product range and trade customer strategy across multiple US markets.
- LL Flooring (formerly Lumber Liquidators): National flooring specialty retailer offering hardwood, laminate, vinyl, and tile with installation services—directly comparable assortment, DIY-and-install customer mix, and showroom-plus-online channel structure.
Broad incumbents
- Mohawk Industries: Global flooring manufacturer whose Mohawk, RevWood, and Karastan brands are stocked by S&G—an upstream incumbent with growing direct-to-consumer initiatives that could disintermediate regional retailers.
- The Home Depot: Largest US home-improvement retailer with a sizable flooring department, installation services, and pro discounts—competes head-to-head with S&G in Northern California but as part of a much broader product portfolio.
- Shaw Industries: Largest US flooring manufacturer (carpet, hardwood, LVP) and S&G supplier—competes indirectly through Shaw Floors retail programs and direct-to-consumer initiatives, and shapes S&G's procurement economics.
- Lowe's: National home-improvement chain with flooring showrooms, installation, and special-order programs—directly overlaps S&G's residential and DIY customers but at far greater scale and with broader category breadth.
Others
- Build.com (Ferguson): Online retailer of home-improvement products including flooring and adjacent categories, now part of Ferguson—relevant as an e-commerce alternative for material-only purchases that competes with S&G's DIY channel.
- Wayfair: Online home-furnishings marketplace expanding into rugs and flooring adjacent categories—relevant as a digital channel competitor that captures flooring-adjacent customer journeys without operating showrooms or installers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
S&G Carpet and More social profiles
Digital presenceS&G Carpet and More financial estimates
Financial estimateRevenue estimate
Valuation estimate
S&G Carpet and More leadership team
Management profileNumber of profiles
S&G Carpet and More funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
S&G Carpet and More 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 S&G Carpet and More
What does S&G Carpet and More do?
S&G Carpet and More is a family-owned flooring retailer that sells and installs carpet, hardwood, laminate, vinyl, luxury vinyl plank (LVP), and waterproof core flooring through 9 showroom locations in Northern California and Northwest Arkansas. The company complements its product sales with a free Shop at Home in-home consultation program, certified professional installation backed by a Lifetime Installation Warranty, carpet cleaning, furniture moving, financing, and dedicated wholesale and commercial divisions. It distributes major manufacturer brands alongside its own S&G Private Label line, leveraging a direct-import warehouse model to offer competitive pricing.
Is S&G Carpet and More a public or private company?
S&G Carpet and More is a private company. It is classified as family owned and is currently operating.
When was S&G Carpet and More founded?
S&G Carpet and More was founded in 1948. It employs 251 to 500 people.
Where is S&G Carpet and More based?
S&G Carpet and More is headquartered in Rocklin, United States, in the North America region.
How does S&G Carpet and More make money?
Three revenue lines are on record. Flooring Product Sales are the primary driver. The others are professional Installation Services and wholesale Division.
Who are S&G Carpet and More's main competitors?
Direct peers on record are Empire Today, Carpet One Floor & Home, Floor & Decor and LL Flooring (formerly Lumber Liquidators). Broad incumbents are Mohawk Industries, The Home Depot, Shaw Industries and Lowe's. Others are Build.com (Ferguson) and Wayfair.
Does S&G Carpet and More have an API?
No public API is recorded for S&G Carpet and More.
What industry is S&G Carpet and More in?
S&G Carpet and More's product category is Flooring Retail and Installation Services. Its primary akta.pro industry code is CRAIAGAE, Carpet & Area Rug Flooring Retail, with a secondary code of CRAIAGAD, Luxury Vinyl (LVP/LVT) Flooring Retail. Its NAICS code is 449121 and its SIC code is 5700.