What Godfrey Hirst Group does

Godfrey Hirst Group is one of Australia's largest carpet and hard flooring manufacturers and exporters, tracing its origins to the Victorian Woollen and Cloth Manufacturing Company founded in 1865 and operating today from its headquarters and manufacturing base in South Geelong, Victoria. The company designs, manufactures and distributes a portfolio of residential and commercial flooring products spanning wool, triexta, DuraTuft, solution-dyed nylon, polyester and polypropylene carpet, plus engineered timber (e.g., Corsica Oak with French Oak veneer), hybrid flooring built on the proprietary Trigon® limestone composite core (Apollo Hardwood, Apollo 1500, Metropol Oak, Zenith 1800), laminate (Legacy 1200) and luxury vinyl plank (Polaris 1200/1500, Aquila Wood Acoustic, Olympus Stone, Pioneer). Manufacturing is integrated across yarn extrusion, tufting, timber veneering, hybrid core production and LVP extrusion, with operations certified to ISO 9001, ISO 14001 and ISO 45001.

The business operates two primary go-to-market motions. Residential flooring is sold wholesale to Australia-wide retail partners, with consumers directed to stockists via a postcode-based finder, free sample ordering, room visualisers and calculators on godfreyhirst.com, supported by a premium wool sub-brand (Hycraft) and design-partner collaborations with Australian interior designers. Commercial flooring is sold project-by-project through the GH Commercial sub-brand and a dedicated field salesforce of Account Managers serving workspace, retail, hospitality, healthcare, education, public space and multi-residential projects in Australia, New Zealand and globally, including custom-printed GH Commercial Designer Jet® installations. Godfrey Hirst Australia is a wholly-owned subsidiary of Mohawk Industries Inc (acquired 2018), the world's largest flooring company, and the Australian and New Zealand entities were the first carpet manufacturers to achieve Climate Active Carbon Neutral Organisation status, supported by a stack of PEFC, Global GreenTag Level A, Declare Red List Free and Green Star ECS certifications that increasingly anchor specification wins in green-building projects.

Name

Godfrey Hirst Group

Legal name

Godfrey Hirst Australia Pty Ltd

Website

https://godfreyhirst.com

Company type

Private

Founded year

1865

Headcount range

501–1,000 employees

Short description

Godfrey Hirst Group, founded in 1865 and headquartered in South Geelong, manufactures and distributes carpet, engineered timber, hybrid, laminate and vinyl flooring in Australia and New Zealand via retail partners and its GH Commercial project salesforce, operating as a wholly-owned subsidiary of Mohawk Industries.

Ownership category

akta.pro rank

Product category

Flooring

NAICS

Carpet and Rug Mills (314110), Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331)

SIC

Carpets & Rugs (2273), Millwood, Veneer, Plywood, & Structural Wood Members (2430)

akta.pro primary industry

Broadloom Carpet Manufacturing (IMAOAJAA)

Keywords

• Residential carpet manufacturing
• Commercial flooring solutions
• Hybrid timber flooring
• Wool carpet production
• Vinyl plank flooring

Headquarters

HQ city

Galong

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Residential carpet and hard flooring wholesale to retail partners: Sells manufactured carpet (wool, triexta, DuraTuft, solution dyed nylon, polyester, polypropylene) and hard flooring (timber, hybrid, laminate, vinyl plank) through Australia-wide retail partners who fulfil consumer purchases.
2. Commercial project sales via GH Commercial: Customisation capabilities and vast archive of designs are supplied for major projects across workspace, retail, hospitality, healthcare, education, public space and multi-residential in Australia, New Zealand and around the world.
3. Export of residential and commercial carpets: Described as one of Australia's largest manufacturers and exporters of residential and commercial carpets, leveraging Australian and New Zealand wool and synthetic production.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Godfrey Hirst Group manufactures and distributes residential and commercial flooring from wool, triexta, DuraTuft, solution-dyed nylon, polyester and polypropylene carpet, together with engineered timber, hybrid flooring with Trigon® limestone composite cores, laminate and luxury vinyl plank. It operates Australian and New Zealand manufacturing, the Hycraft wool sub-brand and the GH Commercial project-sales arm, distributing through retail partners for residential customers and a dedicated B2B account manager team for commercial projects in Australia, New Zealand and globally.

Product overview

Godfrey Hirst offers a portfolio-based residential flooring catalogue rather than a single software-style platform: the core brand is Godfrey Hirst, complemented by the Hycraft wool-carpet sub-brand for premium wool products (e.g., Chatsworth, Petra, Vintage Grace, Caribbean, Carramar 4M) and the GH Commercial sub-brand (with products such as Designer Jet®) for commercial projects. The portfolio is organised along two main pillars — Carpet and Hard Flooring — each searchable by colour, fibre/type and budget. Carpet spans fibre technologies including Wool, Triexta, DuraTuft, Polyester, Solution Dyed Nylon and Polypropylene (commercial), with named products such as Serina, Balmain, Modern Appeal, Westpoint, Soft Glow, Otway Lodge, Soft Sunrise, Inspirational, Capri and Bridgeport. Hard Flooring spans Timber (e.g., Corsica Oak, Chateau Oak, Modern Coastal), Hybrid (e.g., Apollo Hardwood, Apollo 1500, Metropol Oak, Zenith 1800), Laminate (e.g., Legacy 1200) and Vinyl Plank (e.g., Polaris 1200, Polaris 1500, Aquila Wood, Aquila Stone, Olympus Stone, Vista 1500, Regent 1200, Pioneer). Sustainability, warranty registration, sample ordering, installation support and B2B retailer ordering via the Feltex/GH portal round out the offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Hycraft Vintage Grace Wool Carpet Australian Made rustic chunky-loop wool carpet under the Hycraft sub-brand; Declare Red List Free, ACCS Residential Extra Heavy Duty & Stairs 6-Star rated, 15-year residential warranty, manufactured under ISO 9001/14001/45001 systems. Targeted at premium residential buyers seeking natural fibre flooring.
• Hycraft Chatsworth Wool Carpet Best-selling wool carpet under the Hycraft wool sub-brand within the Godfrey Hirst family, targeted at premium residential customers.
• Hycraft Petra Wool Carpet Wool carpet from the Hycraft sub-brand within the Godfrey Hirst family, for premium residential customers.
• Hycraft Caribbean Wool Carpet Wool carpet from the Hycraft sub-brand within the Godfrey Hirst residential carpet range.
• Hycraft Pegasus Wool Carpet Wool carpet within the Hycraft sub-brand listing on the Australia homepage.
• Hycraft Carramar 4M Wool Carpet Best-selling 4-metre wool carpet within the Hycraft range, for wider-room residential installations.
• Hycraft Luxury Living Wool Carpet Premium wool carpet under the Hycraft sub-brand positioned within the Australian Made offering for premium residential customers.
• Soft Glow Triexta Carpet Triexta Australian Made carpet from the Godfrey Hirst residential lineup with an extended palette of colour variants, marketed as a family-friendly premium option.
• Soft Sunrise Triexta Carpet Best-selling Triexta carpet under the Godfrey Hirst brand with a broad colour variant set, positioned as a family-friendly residential option.
• Inspirational Triexta Carpet Best-selling Triexta carpet under the Godfrey Hirst brand with the largest published colour variant set in the residential carpet range.
• Serina DuraTuft Carpet DuraTuft carpet under the core Godfrey Hirst brand using the proprietary DuraTuft fibre construction, surfaced among the latest residential carpets on the Australian homepage.
• Modern Appeal DuraTuft Carpet DuraTuft carpet from the Godfrey Hirst Australian Made lineup, available across multiple colour variants for residential buyers.
• Capri DuraTuft Carpet Australian Made DuraTuft carpet from the Godfrey Hirst residential lineup using the proprietary DuraTuft fibre system.
• Balmain Solution Dyed Nylon Carpet Solution Dyed Nylon carpet under the core Godfrey Hirst brand, featured among the latest residential carpets.
• Westpoint Solution Dyed Nylon Carpet Solution Dyed Nylon Australian Made carpet from the Godfrey Hirst lineup with multiple colour variants.
• Otway Lodge Solution Dyed Nylon Carpet Best-selling Solution Dyed Nylon carpet under the Godfrey Hirst brand for residential buyers.
• Bridgeport Solution Dyed Nylon Carpet Australian Made Solution Dyed Nylon carpet from the Godfrey Hirst residential lineup.
• Corsica Oak Engineered Timber Flooring Engineered timber flooring with 3mm French Oak veneer on Poplar substrate, 5G Insta Clic® installation, matte brushed finish and UV-cured lacquer. PEFC Chain of Custody certified, manufactured under ISO 9001/14001 systems, 25-year residential warranty. Targeted at premium residential buyers.
• Modern Coastal Timber Flooring Timber flooring product listed under the latest hard flooring collection, for residential buyers seeking natural timber aesthetics.
• Apollo Hardwood Hybrid Flooring Longboard hybrid flooring featuring Australian Blackbutt and Spotted Gum species over the Trigon® limestone composite core, waterproof with PUR protective coating and Unipush tap fold-down installation. 25-year residential warranty, Global GreenTag GreenRate Level A and Green Star ECS Level 2 certified. Targeted at premium residential buyers.
• Apollo 1500 Hybrid Flooring Waterproof scratch- and stain-resistant hybrid floor with embossed matte timber-look finish, PUR coating, micro bevel edges and Uniclic® installation, marketed as a best-seller for residential buyers.
• Metropol Oak Hybrid Flooring Best-selling oak-look hybrid plank within the Metropol hybrid flooring family for residential buyers.
• Zenith 1800 Hybrid Flooring 1800mm hybrid plank in the latest hard flooring lineup, for residential buyers seeking long-plank hybrid flooring.
• Legacy 1200 Laminate Flooring 1200mm laminate plank from the latest hard flooring lineup, for residential buyers seeking affordable hard flooring.
• Polaris 1500 Vinyl Plank Flooring Longer, thicker direct-stick vinyl plank (1524mm x 228mm, 4.5mm thickness) offering a natural timber look with P5 slip resistance and Green Star ECS Level 1 certification. 25-year residential warranty, for residential buyers seeking waterproof durable flooring.
• Polaris 1200 Vinyl Plank Flooring Shorter direct-stick vinyl plank offering the same colour palette as Polaris 1500 in a 1219mm x 228mm format with 3mm thickness, for residential buyers.
• Aquila Wood Acoustic Vinyl Plank Flooring Acoustic vinyl plank under the Aquila Wood product family, marketed within the latest hard flooring lineup for noise-sensitive residential settings.
• Olympus Stone Vinyl Plank Flooring Stone-look vinyl plank in the Olympus vinyl plank family, for residential buyers seeking stone aesthetics.
• Pioneer Vinyl Plank Flooring Best-selling vinyl plank within the latest hard flooring lineup for residential buyers.
• Hycraft Wool Carpet Sub-Brand Sub-brand of Godfrey Hirst Australia dedicated to luxurious wool carpets including Chatsworth, Petra, Vintage Grace, Caribbean, Pegasus, Carramar 4M and Luxury Living for premium residential buyers.
• GH Commercial Designer Jet® Custom Carpet Custom-designed commercial carpet offering from GH Commercial, used at festival venues, hospitality and retail spaces including the Ooops! I Bought a Pub! custom installation. Targeted at commercial specifiers and project buyers.
• GH Commercial Flooring Range Dedicated commercial flooring sub-brand of Godfrey Hirst serving workspace, retail, hospitality, healthcare, education, public space and multi-residential projects across Australia, New Zealand and globally. Includes commercial carpet, carpet tiles, hybrid, timber, laminate and vinyl flooring for commercial specifiers.

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature8 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• Mohawk Industries IncflagshipStrategic or Co-development PartnerAcquired Godfrey Hirst in 2018, expanding its product offering and capabilities to a global scale. Provides the world's largest flooring portfolio that Godfrey Hirst distributes in Australia and New Zealand; operates as parent group including subsidiaries referenced in the Privacy Policy.
• Deakin UniversitycoreStrategic or Co-development PartnerJoint research partnership exploring the use of carpet manufacturing waste as feeder material for large-format 3D printing (LFAM), supported by the Advanced Fibre Cluster Geelong (AFCG) and funded via a $25,000 Clean Economy grant (2025–26) from the City of Greater Geelong.
• City of Greater GeelongminorGTM or Marketing PartnerAwarded $25,000 in 2025–26 Clean Economy grant funding to support the joint Godfrey Hirst/Deakin University circular manufacturing research project; potential future collaboration on replacing the 159 ageing Baywalk and Barwon Heads bollards with 3D-printed bollards made from recycled carpet waste.
• Advanced Fibre Cluster Geelong (AFCG)minorStrategic or Co-development PartnerCollaborator on the joint research project with Deakin University investigating whether carpet manufacturing waste can be repurposed as feeder material for large-format 3D printing.
• Australian Made Campaign LimitedcoreGTM or Marketing PartnerOfficial partnership aligning Godfrey Hirst with Australia's most trusted, recognised and widely used country-of-origin symbol, with third-party product accreditation underpinning claims.
• Melbourne International Comedy Festival (MICF)coreGTM or Marketing PartnerOfficial Carpet & Flooring Partner for the 4th consecutive year (2026), sponsoring the festival's 40th anniversary season (25 March – 19 April, almost 800 shows); GH Commercial Designer Jet® installed across selected venues alongside new wayfinding runners improving accessibility.
• Seven Network / 7plus (Ooops! I Bought a Pub!)coreGTM or Marketing PartnerCustom Australian Made commercial carpet from GH Commercial featured in the renovation of a country pub in Dederang, Victoria, for the prime-time TV series Ooops! I Bought a Pub! starring Shane Jacobson (premiering 2 May 2026).
• NorsuminorGTM or Marketing PartnerFeatured Design Partner on the Inspiration hub, co-creating interior design content and inspiration galleries.
• Alisa & LysandraminorGTM or Marketing PartnerFeatured Design Partner on the Inspiration hub, co-creating interior design content and inspiration galleries.
• Oak & OrangeminorGTM or Marketing PartnerFeatured Design Partner on the Inspiration hub, co-creating interior design content and inspiration galleries.
• HAAUS.minorGTM or Marketing PartnerFeatured Design Partner on the Inspiration hub, co-creating interior design content and inspiration galleries.
• Equifax Pty LtdminorOthersCredit Reporting Body used by Godfrey Hirst Australia to handle credit-related personal information for commercial credit customers and guarantors.
• Atradius Credit InsuranceminorOthersCredit insurer / reporting partner used by Godfrey Hirst Australia for credit-related personal information handling.
• National Credit Insurance (Brokers) Pty LtdminorOthersCredit insurer / reporting partner used by Godfrey Hirst Australia for credit-related personal information handling.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Mohawk Industries: Parent company and the world's largest flooring manufacturer; owns Godfrey Hirst. Overlapping product portfolio across carpet, LVT, timber and laminate, and a direct comparator for capital scale, distribution breadth and technology platforms (e.g., Trigon® core, SmartStrand).
• Shaw Industries: US-headquartered broad flooring incumbent (carpet, LVT, hardwood) under Berkshire Hathaway. Comparable to Godfrey Hirst across residential and commercial carpet, hard flooring technology and large-scale manufacturing; not a direct ANZ competitor but a global scale benchmark.
• Tarkett: Global broad-line flooring manufacturer (LVT, carpet, rubber, vinyl, wood) with comparable commercial specification presence and sustainability programs (Cradle to Cradle). Competes with GH Commercial across healthcare, education and public space projects.

Direct peers

• Interface: Global modular carpet and LVT specialist with strong commercial specification presence. Most direct like-for-like with GH Commercial in commercial carpet tiles, sustainability leadership (Carbon Negative), and bespoke design for workplace, education and hospitality projects.
• Victoria Carpets: Australian residential and commercial carpet manufacturer with a comparable wool and synthetic product range, Australian Made positioning and similar retail/wholesale distribution model. Closest domestic peer to Godfrey Hirst's Hycraft and core carpet lines.
• Feltex Carpets: Trans-Tasman carpet manufacturer with shared NZ distribution and a co-branded trade portal (my.godfreyhirst.com/Feltex). Competes directly in residential wool and synthetic carpet, and is the historical peer across the NZ retail and commercial book.
• Karndean Designflooring: Global LVT and hybrid flooring specialist competing head-to-head with Polaris and Apollo ranges in residential and commercial segments; particularly relevant to the hard flooring portfolio and specification channel.
• Quick-Step (Unilin): Hybrid, laminate and timber flooring brand under Mohawk/Unilin with strong Australian retail distribution and click-lock installation IP (Uniclic). Direct competitor in hybrid and timber categories and a sister brand within the parent group.

Emerging players

• Polyflor: Commercial vinyl and resilient flooring specialist with established presence in Australian healthcare, education and retail projects. Overlaps with GH Commercial's hard flooring specification book and Polaris LVP range.
• Gerflor: French-origin resilient and LVT flooring group with growing ANZ distribution. Comparable on commercial specification, acoustic LVT and sustainability certifications; emerging competitive threat in healthcare and education verticals where GH Commercial operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/godfrey-hirst

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 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 Godfrey Hirst Group