What Alliance Flooring does

Alliance Flooring Service Corporation is a privately held wholesale flooring supplier and full-service installation company founded in 1995 by Jeff Denckla and Joel McLain, headquartered in Kent, Washington. Operating across the U.S. West Coast with regional offices serving Seattle, Portland, Spokane, Tri Cities, and Arizona, the company serves multifamily property management companies, commercial general contractors and the architectural/design community, residential builders, and a member network of approximately 130 affiliated flooring dealers. Its core offering bundles product supply (carpet, laminate, sheet vinyl, luxury vinyl plank, and wood flooring from premium brands) with turnkey installation services, positioning Alliance as a single-vendor alternative to product-only distributors for projects ranging from apartment unit turnovers to commercial fit-outs.

The product portfolio is organized around three core service lines — Apartment Turns, Commercial Spaces, and Renovations — and a Perfect Home Selling System that aggregates wood programs for member dealers. In 2026, Alliance expanded the system with eight new wood programs and a planned Wood Showcase release. Client-facing technology includes the Alliance Online Customer Portal powered by third-party Floorsight Software, which provides 24/7 ordering, scheduling, e-invoicing, prorate, budget management, and access to 5+ years of order history via web and native iOS/Android apps. Alliance University delivers integration training on these systems, and Alliance Cares anchors a CSR program focused on environmental and community initiatives. The company runs on standard off-the-shelf flooring industry software rather than proprietary technology and has no public API.

Alliance executes a sales-led enterprise go-to-market anchored by regional vice presidents of sales in each major market, supplemented by a dedicated commercial division providing estimating, value engineering, installation management, and warehousing for non-skid and specialty flooring. Pricing is quote-based under net-30 terms, with a 1.5% monthly service charge on delinquent balances and a 1-year warranty on faulty products or installation. Revenue is generated through one-time wholesale supply transactions and professional installation services, with no institutional funding and founder-controlled ownership. Recognition includes Washington Multifamily Housing Association Supplier of the Year in 2021 and 2023 and Industry Partner of the Year in 2023.

Name

Alliance Flooring

Legal name

Alliance Flooring Service Corporation

Website

https://allianceflooring.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Alliance Flooring is a West Coast wholesale flooring supplier and full-service installer founded in 1995, serving multifamily property managers, commercial contractors, and builders with bundled product supply and installation services anchored by an online portal.

Ownership category

akta.pro rank

Product category

Commercial Flooring Installation Services

NAICS

Flooring Contractors (238330)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industry

Flooring (Carpet, Tile, Wood, Laminate) Distribution (CRAOAFAE)

Keywords

• Wholesale flooring supply
• Flooring installation services
• Multifamily flooring solutions
• Commercial flooring contractors
• Apartment unit turns

Headquarters

HQ city

Kent

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Flooring Products: Wholesale supply of carpet, laminate, sheet vinyl, vinyl tile/luxury vinyl plank to multifamily, commercial, and builder clients. Products sourced from premium brands with volume purchasing advantages.
2. Flooring Installation Services: Full-service flooring installation including 24-hour turnaround for multifamily apartment turns, commercial installations, and renovation projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Alliance Flooring Services is a wholesale flooring supplier and full-service installation company serving multifamily, commercial, and builder clients across the West Coast. The company provides carpet, laminate, sheet vinyl, luxury vinyl plank, and wood flooring products along with installation services for apartment turns, renovations, and commercial spaces, supported by a 24-hour installation turnaround and an online customer portal.

Product overview

Alliance Flooring Services is a wholesale flooring supplier and full-service installation company serving the West Coast, with a focus on the multifamily and apartment industry. The company operates as a unified business offering four full-service flooring companies under one brand, providing carpet, luxury vinyl plank, sheet vinyl, laminate, and wood flooring products through core service lines: Apartment Turns (customized unit turnovers), Commercial Spaces (contractor and property manager services), and Renovations. The product portfolio is organized around the Perfect Home Selling System, which includes wood programs and a wood showcase (expanded with 8 new wood programs in 2026). Client-facing technology includes the Alliance Online Customer Portal (powered by Floorsight Software) with e-invoicing and online ordering capabilities, complemented by Alliance University training. The company also operates Alliance Cares as its CSR initiative, demonstrating a holistic service approach beyond pure product delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Apartment Turns Customized flooring installation service for apartment units during resident turnovers, serving multifamily property managers with fast, reliable turnaround times including 24-hour turnaround Monday-Friday.
• Commercial Spaces Full-service commercial flooring installation for general contractors, property managers, and the architectural and design community, including estimating, value engineering, installation, warehousing, non-skid flooring solutions, and sales.
• Renovations Multi-family property renovation services providing competitive pricing, prompt service, quality installation, and professional support to help property managers meet budgets and time constraints.
• Perfect Home Selling System Alliance's proprietary selling system that includes wood programs and product offerings for member dealers, designed to support standardized sales processes across the membership.
• Alliance Online Customer Portal Customer-facing web portal powered by Floorsight Software, enabling clients to monitor flooring costs, place and track orders, print order history up to 5 years, with 24/7 access. Features include e-invoicing, online ordering, prorate, and budget management, plus mobile apps for iOS and Android.
• Alliance University Integration training and education platform for clients, offering classes, video demos, and website demonstrations on using Alliance's technology including e-invoicing, online ordering, prorate, and budget features.

Quantifiable outcome

• 24-hour installation turnaround (M-F)
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• CALI FloorscoreStrategic or Co-development Partner · 1 April 2026CALI Floors is one of Alliance Flooring's key supplier partners. At the 2026 convention in San Antonio, CALI Floors CEO Doug Jackson hosted a lunch and learn session discussing the company's value proposition and industry trends around AI and influencer marketing. The partnership provides wood flooring products and programs to Alliance's member dealers.
• Washington Multifamily Housing Association (WMFHA)flagshipGTM or Marketing PartnerStrategic industry association partnership. Alliance Flooring has been named Supplier of the Year by WMFHA in 2021 and 2023, demonstrating strong alignment with the multifamily housing community. The partnership provides networking opportunities and industry recognition.
• National Apartment AssociationcoreGTM or Marketing PartnerIndustry partnership with National Apartment Association providing credibility and networking within the multifamily housing sector.
• Floorsight SoftwarecoreTechnology or IntegrationTechnology partner providing the online customer portal platform for Alliance Flooring Services. Powers the web-based ordering, scheduling, and accounting system available to customers 24/7.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Tarkett: Global flooring manufacturer with strong commercial and multifamily product portfolios in resilient, carpet, and wood. Comparable for the commercial and multifamily product overlap and channel positioning.
• Mohawk Industries: Largest U.S. flooring manufacturer with carpet, ceramic, wood, laminate, and LVT product lines, serving both residential and commercial markets. Relevant incumbent setting pricing and product availability for the entire channel Alliance operates in.
• Shaw Industries Group: Largest U.S. carpet manufacturer (Berkshire Hathaway subsidiary) and broad flooring producer serving residential and commercial channels. Comparable as a dominant industry player, though Alliance competes on regional service rather than manufacturing.
• Interface: Global commercial carpet tile manufacturer with strong presence in offices, healthcare, and institutional markets. Comparable as a commercial-focused flooring incumbent in some of Alliance's commercial segments.
• Floor & Decor Holdings: Specialty flooring retailer with B2B pro-services and a growing commercial focus alongside its consumer base. Comparable for the broad flooring category overlap and competitive overlap in commercial and builder channels.
• Mannington Mills: Privately held U.S. flooring manufacturer with residential and commercial product lines including carpet, LVT, hardwood, and rubber. Comparable for its product overlap with Alliance's portfolio and commercial channel presence.

Emerging players

• Empire Today: National direct-to-consumer flooring retailer and installer offering carpet, hardwood, LVP, and tile with in-home sales. Comparable as a vertically integrated flooring supplier-and-installer, though its go-to-market is residential consumer rather than multifamily B2B.

Direct peers

• Spectra Contract Flooring: National commercial flooring contractor offering estimating, installation, and project management for offices, healthcare, retail, and multifamily. Comparable as a B2B flooring installation specialist serving similar end markets.
• All Surfaces (division of Q.E.P. Co.): Flooring distributor serving professional flooring contractors with a broad product range and value-added services. Comparable as a flooring distribution and services provider to a contractor/member network.
• Starnet Worldwide: Commercial flooring cooperative/membership organization that aggregates purchasing power and provides services to independent flooring contractors across North America. Highly comparable to Alliance Flooring's member-driven model serving commercial and multifamily contractors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AllianceFlooringService
• Facebookfacebook.com/AllianceFlooring
• LinkedInlinkedin.com/company/allianceflooringservices
• Instagraminstagram.com/allianceflooringnw

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

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 Alliance Flooring