Flo Form
FLOFORM Countertops is a family-owned custom countertop fabricator and installer founded in 1961, serving residential homeowners, trade professionals, and commercial clients across western Canada and the northwestern United States through 14 showrooms and 6 fabrication facilities.
- Company typePrivate
- Founded1961
- HeadquartersBeaverton, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Flo Form does
FLOFORM Countertops is a family-owned private company founded in 1961 and headquartered in Winnipeg, Manitoba, that designs, fabricates, distributes, and installs custom countertops for residential and commercial customers across western Canada and the northwestern United States. Its core product is custom countertop fabrication and installation across six material categories — quartz, granite, porcelain, solid surface, laminate, and butcher block — sourced through authorized distribution partnerships with leading surface brands including Cambria, Caesarstone, Silestone (Cosentino), HanStone, VICOSTONE, MSI, Infinity (porcelain), DuPont Corian, and Caribou. The company operates 14 retail showrooms (8 in western Canada, 6 in the US Pacific Northwest and Mountain West) and 6 fabrication facilities, manufacturing and installing more than 20,000 premium surface countertops per year with a workforce of over 700 employees.
The underlying technology stack centers on CAD/digitizing systems and laser templating for precise digital measurement, paired with automated cutting and polishing machines, with all selling, measuring, fabrication, and installation performed by trained in-house staff rather than subcontractors. Supporting digital infrastructure includes online kitchen and bathroom design visualizers and instant quoting tools that allow customers to configure materials, edge profiles, sinks, and cutouts in real time, plus an Express Collection for accelerated-turnaround projects and a FreePower integrated wireless-charging countertop option. The business also offers 43 edge profile options, complementary sinks and faucets (including Kohler), and full-height slab backsplashes to capture more share of project wallet.
FLOFORM's revenue model is primarily one-time project-based sales of fabricated and installed countertops, supplemented by hardware/accessory add-ons (sinks, faucets, backsplashes) and free design consultation services that feed the top of the sales funnel. Go-to-market is sales-led and multi-channel: in-home appointments where representatives measure and show samples in the customer's space, showroom visits, virtual/phone consultations, online quoting, and a network of authorized dealers. Primary customer segments are residential homeowners (kitchen and bathroom renovations), with secondary exposure to trade professionals (contractors and builders) and commercial businesses (restaurants and offices). Pricing is quote-based and not publicly disclosed, varying by material type, square footage, edge profile, cutouts, and complexity. The company maintains separate websites and operations for Canadian (floform.com) and US (us.floform.com) customers and has held Canada's Best Managed Companies Platinum designation for 12 consecutive years.
Flo Form firmographics
Firmographics- Name
- Flo Form
- Legal name
- Floform Countertops
- Website
- https://floform.com
- Company type
- Private
- Founded year
- 1961
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FLOFORM Countertops is a family-owned custom countertop fabricator and installer founded in 1961, serving residential homeowners, trade professionals, and commercial clients across western Canada and the northwestern United States through 14 showrooms and 6 fabrication facilities.
- Ownership category
- akta.pro rank
Flo Form industry classification
Industry- Product category
- Custom Countertop Fabrication and Installation
- NAICS
- Wood Kitchen Cabinet and Countertop Manufacturing (33711)
- akta.pro primary industry
- Countertop Fabrication & Installation (Stone/Quartz/Solid Surface) (HSAPAIAE)
- akta.pro secondary industry
- Kitchen & Bath Countertops (Stone/Quartz/Solid Surface) Showrooms (CRAIAFAF)
Keywords
Where Flo Form is headquartered
LocationHeadquarters
- HQ city
- Beaverton
- HQ country
- United States
- HQ region
- North America
Offices15 records
Markets served
Flo Form business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Countertop Sales and Installation: One-time sale of custom fabricated countertops including materials (quartz, granite, porcelain, solid surface, laminate, butcher block) and professional installation. Revenue generated per project based on material type, square footage, edge profiles, and complexity.
- Design and Consultation Services: Free in-home, showroom, and virtual consultations to help customers select materials and receive estimates. B2B resources and project worksheets available for contractors.
- Accessories and Add-ons: Sinks, faucets, backsplashes, and countertop accessories sold alongside main countertop installations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free Consultation and Estimate |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Flo Form product offering
Product offeringCore offering
FLOFORM custom-fabricates, sells, and installs premium surface countertops in quartz, granite, porcelain, solid surface, laminate, and butcher block for residential and commercial customers across western Canada and the northwest USA. The process spans free in-home, showroom, or virtual consultations; laser templating; CAD-based fabrication in 6 manufacturing facilities; and professional installation by trained employees. The company also offers complementary sinks, faucets, backsplashes, and an Express Collection for accelerated-turnaround projects, distributing branded lines from Cambria, Caesarstone, Silestone, HanStone, VICOSTONE, MSI, Infinity, Corian, and Caribou.
Product overview
FloForm is a countertop fabrication and installation company offering a comprehensive portfolio of surface materials. The core product is custom countertop fabrication and installation across multiple material categories including Quartz (with sub-brands Cambria, Caesarstone, Silestone, HanStone, VICOSTONE), Granite (MSI), Porcelain (Infinity), Solid Surface (Corian), Butcher Block/Wood (Caribou), and Laminate. The company operates an Express Collection for accelerated turnaround projects. Supporting offerings include 43 edge profile options, sinks and faucets (Kohler), and backsplashes. Digital tools include Kitchen and Bathroom Design Visualizers and Instant Quoting Tools for customer self-service. The company fabricates, sells, and installs over 20,000 premium surface countertops per year through 14-16 retail locations and 6 manufacturing facilities across western Canada and the northwest USA, employing over 700 people since 1961.
Differentiator
Problem solved
Functional benefit
Brands
- Express Collection: Fast-turnaround countertop collection including Express Quartz, Express Solid Surface, Express Porcelain, Express Natural Stone, and Express Laminate.
- FreePower
Products and services
- Quartz Countertops Engineered stone countertops made from approximately 90-95% crushed natural quartz with resins and pigments, offering consistent patterns, durability, and low maintenance without requiring sealing. Distributed under sub-brands including Cambria, Caesarstone, Silestone by Cosentino, HanStone, and VICOSTONE.
- Granite Countertops Natural stone countertops quarried from the Earth's crust, offering unique veining and mineral composition with each slab being one-of-a-kind. Known for heat resistance and durability. Sourced from MSI Surfaces.
- Porcelain Countertops State-of-the-art porcelain surfaces known for exceptional durability, resistance to scratches, stains, and heat, with low maintenance requirements. Distributed under the Infinity brand.
- Solid Surface Countertops Flexible and impermeable surfaces that can be seamlessly integrated, creating smooth elegant looks without visible gaps or joints. Resistant to bacteria and mold. Distributed under the DuPont Corian brand.
- Butcher Block Countertops Warm and natural wood surfaces, waterproof and food-safe, available in various wood species including hickory, maple, cherry, and walnut. Distributed under the Caribou brand.
- Laminate Countertops Cost-effective countertops offering a variety of designs and colors, low maintenance and easy to clean, resistant to moisture, stains, and scratches with quick installation.
- Express Collection Accelerated turnaround countertop options including Express Quartz, Express Solid Surface, Express Porcelain, Express Natural Stone, and Express Laminate for faster project completion.
- Sinks and Faucets Complementary sink and faucet options including under-mount and top-mount sinks from brands like Kohler, available in finishes including stainless steel, cast iron, and colored enamel. Sold alongside main countertop installations.
- Backsplashes Protective and decorative wall surfaces that complement countertop installations, including full-height slab backsplash options.
Quantifiable outcome
- Over 20,000 premium surface countertops manufactured, sold, and installed per year
- +2 more outcomes
Companies that use Flo Form
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Flo Form technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Flo Form partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, secondary and minor.
- CambriacoreQuartz supplier - FLOFORM is a distributor of Cambria quartz countertops. Cambria is a leading American-made quartz surfacing brand known for design innovation.
- CaesarstonecoreQuartz supplier - FLOFORM distributes Caesarstone quartz countertops, a globally recognized brand known for quality engineered quartz surfaces.
- Silestone (by Cosentino)coreQuartz supplier - FLOFORM distributes Silestone quartz by Cosentino, a premium engineered stone brand known for innovative surfaces.
- HanStonecoreQuartz supplier - FLOFORM distributes HanStone quartz countertops, offering quality engineered stone with various design options.
- VICOSTONEsecondaryQuartz supplier - FLOFORM distributes VICOSTONE quartz countertops as part of their quartz offerings.
- MSI Surfaces (MSI)coreGranite supplier - FLOFORM distributes MSI granite countertops, offering a wide selection of natural stone options.
- Infinity (Porcelain)corePorcelain supplier - FLOFORM distributes Infinity porcelain countertops, known for state-of-the-art porcelain surfacing solutions.
- DuPont Corian (Solid Surface)coreSolid surface supplier - FLOFORM distributes DuPont Corian solid surface materials, a leading brand in seamless surfacing.
- Caribou (Butcher Block)coreWood/butcher block supplier - FLOFORM distributes Caribou butcher block countertops, offering natural wood surface options.
- KohlersecondarySink and faucet supplier - FLOFORM offers Kohler sinks and faucets as part of their complete countertop finishing options.
- Lowe'sminorRetail partnership - FLOFORM is referenced as a resource for countertop products available through Lowe's stores.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Flo Form competitors and assessment
Company assessmentBroad incumbents
- The Home Depot: National home improvement retailer that offers in-store countertop sourcing, measurement, and installation services across all major surface categories. Overlaps directly with FloForm's installation offering but operates at vastly greater scale, with financing, brand marketing, and broad geographic reach that FloForm cannot match.
- Lowe's: National home improvement retailer offering countertop design, measurement, and installation services. FloForm is even explicitly listed as a resource referenced by Lowe's, illustrating the supplier/partner dynamic; Lowe's is a broad incumbent that competes with FloForm's showroom-and-installation model at national scale.
- MSI Surfaces (M S International): Large national distributor of natural stone, quartz, and porcelain slabs and tiles that supplies FloForm's granite line. MSI also offers fabrication-adjacent services and distribution at national scale, making it a partial competitor as well as a supplier.
- Cosentino (Silestone): Global surfacing company and parent of the Silestone brand, which FloForm distributes. Cosentino operates its own Cosentino Centers and direct fabrication network, overlapping with FloForm on premium quartz and other engineered surfaces across North America.
- Caesarstone: Globally recognized engineered quartz manufacturer that FloForm distributes. Caesarstone sells direct through its own showrooms alongside third-party fabricators like FloForm, creating overlap on premium quartz surfacing in shared end markets.
- Cambria: Leading American-made quartz surfacing manufacturer that FloForm distributes and fabricates. Cambria also sells direct through its own galleries, making it both a supplier and a potential competitor — a classic broad incumbent overlap where brand and direct-to-consumer ambitions can conflict with the distributor's economic interests.
Emerging players
- Marble.com: Direct-to-consumer online countertop platform that aggregates demand and dispatches fabrication/installation across multiple US markets. Operates with a digital-first customer experience (online quoting, visualization) that competes with FloForm's residential lead funnel, particularly for tech-savvy homeowners shopping online before engaging a local fabricator.
Direct peers
- Opustone: Toronto-based natural stone and engineered surface distributor and fabricator serving the Canadian market. Opustone operates its own showrooms and fabrication capabilities across stone, quartz, and porcelain — the same product categories and show-and-fabricate model FloForm uses, making it a strong Canadian direct peer.
- Precision Countertops: Regional countertop fabricator and installer serving the Western US (Washington, Oregon, California, Idaho) — overlapping directly with FloForm's Northwest USA footprint. Operates with a similar sales-and-installation model, multi-material product line, and contractor/builder channel, making it FloForm's closest US-based head-to-head peer.
- Pental Surfaces: West Coast-based natural stone, quartz, and porcelain slab distributor with showrooms and fabrication partnerships in markets that overlap with FloForm's Western Canada and US Northwest geography. Pental's combination of distribution, showroom, and partner fabrication creates a comparable go-to-market structure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Flo Form social profiles
Digital presenceFlo Form financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flo Form leadership team
Management profileNumber of profiles
Flo Form funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flo Form 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 Flo Form
What does Flo Form do?
FLOFORM custom-fabricates, sells, and installs premium surface countertops in quartz, granite, porcelain, solid surface, laminate, and butcher block for residential and commercial customers across western Canada and the northwest USA. The process spans free in-home, showroom, or virtual consultations; laser templating; CAD-based fabrication in 6 manufacturing facilities; and professional installation by trained employees. The company also offers complementary sinks, faucets, backsplashes, and an Express Collection for accelerated-turnaround projects, distributing branded lines from Cambria, Caesarstone, Silestone, HanStone, VICOSTONE, MSI, Infinity, Corian, and Caribou.
Is Flo Form a public or private company?
Flo Form is a private company. It is classified as family owned and is currently operating.
When was Flo Form founded?
Flo Form was founded in 1961. It employs 1 to 10 people.
Where is Flo Form based?
Flo Form is headquartered in Beaverton, United States, in the North America region.
How does Flo Form make money?
Three revenue lines are on record. Countertop Sales and Installation is the primary driver. The others are design and Consultation Services and accessories and Add-ons.
Who are Flo Form's main competitors?
Broad incumbents on record are The Home Depot, Lowe's, MSI Surfaces (M S International), Cosentino (Silestone), Caesarstone and Cambria. Marble.com is listed as an emerging player. Direct peers are Opustone, Precision Countertops and Pental Surfaces.
Does Flo Form have an API?
No public API is recorded for Flo Form.
What industry is Flo Form in?
Flo Form's product category is Custom Countertop Fabrication and Installation. Its primary akta.pro industry code is HSAPAIAE, Countertop Fabrication & Installation (Stone/Quartz/Solid Surface), with a secondary code of CRAIAFAF, Kitchen & Bath Countertops (Stone/Quartz/Solid Surface) Showrooms. Its NAICS code is 33711.