HF Design
HF Design LLC is a New York-based privately held manufacturer of premium engineered European White Oak hardwood and waterproof flooring, sold across the United States through a Manhattan showroom, a national dealer network, and direct e-commerce.
- Company typePrivate
- Founded2011
- HeadquartersHicksville, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What HF Design does
HF Design LLC is a privately held US flooring manufacturer headquartered in Hicksville, New York, with a Manhattan showroom and operations also conducted under the "Premium Floors" trade name. The company designs and produces premium engineered hardwood flooring using European White Oak treated through a thermal process for dimensional stability, alongside waterproof rigid-core flooring. Its product portfolio spans six branded collections — Victorian Manor, Seacliff Estate, Creekside View, Azur Grande, AquaProof, and VersaCore Grande 10 — plus the newer Signature Reserve 9.5" wide-plank line. Differentiated technical features marketed across the portfolio include the NanoTek Finish, EIR (Embossed-In-Register) Texture, a Waterproof Core, a Premium Foam Attached Pad, and the Uniclic Locking System.
The company has assembled a multi-certification stack covering CARB II, USEPA TSCA Title VI, FloorScore, Lacey Act, USGBC, Healthy Home, and Greenguard, which positions the products for green-building and indoor-air-quality-sensitive specifications. HF Design sells through three channels: a Manhattan showroom serving the design/specifier market, a national dealer network providing physical retail coverage, and a direct-to-consumer e-commerce site. The primary customer segment is residential homeowners purchasing through dealers, with commercial spaces as a secondary segment targeted via the showroom and trade-show presence (including the announced TISE 2026 showcase).
Revenue mechanics are not publicly disclosed. The company is privately held with no funding rounds, acquisitions, or leadership changes on record in the input. A single named digital partnership — RoomVo room visualization — has been integrated into the e-commerce experience. AI/ML capabilities are not evident in the supplied information; differentiation is positioned around manufacturing process (thermal treatment), proprietary branded finishes, and certification depth rather than software or data assets.
HF Design firmographics
Firmographics- Name
- HF Design
- Legal name
- HF Design LLC
- Website
- https://hfdesignllc.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- HF Design LLC is a New York-based privately held manufacturer of premium engineered European White Oak hardwood and waterproof flooring, sold across the United States through a Manhattan showroom, a national dealer network, and direct e-commerce.
- Ownership category
- akta.pro rank
HF Design industry classification
Industry- Product category
- Flooring Manufacturing
- NAICS
- Floor Covering Retailers (449121), Home Furnishings Retailers (44912), Home Centers (444110), Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Lumber & Other Building Materials Dealers (5211), Lumber & Wood Products (No Furniture) (2400), Wholesale-Furniture & Home Furnishings (5020)
- akta.pro primary industry
- Hardwood Flooring Retail (CRAIAGAB)
- akta.pro secondary industries
- Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Hardwood Floor Installation (HSAPAGAA)
Keywords
Where HF Design is headquartered
LocationHeadquarters
- HQ city
- Hicksville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
HF Design business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Hardwood Flooring Sales: Direct sales of premium engineered hardwood flooring products through e-commerce website and dealer network. Products sold include Victorian Manor, Seacliff Estate, Azur Grande, and Creekside View collections.
- Waterproof Flooring Sales: Direct sales of waterproof flooring products including AquaProof and VersaCore Grande 10 collections through e-commerce and dealer network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing for all products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
HF Design product offering
Product offeringCore offering
HF Design manufactures and sells premium engineered hardwood flooring (thermally treated European White Oak) and waterproof flooring (solid polymer core and rigid core constructions) under collections including Victorian Manor, Seacliff Estate, Azur Grande, Creekside View, AquaProof, and VersaCore Grande 10. Products are distributed through direct e-commerce sales on the company's website, a US dealer network, and a New York retail showroom, serving primarily residential homeowners and select commercial spaces.
Product overview
HF Design is a flooring manufacturer offering two primary product lines: Premium Hardwood and Premium Waterproof flooring. The Premium Hardwood line includes four collections—Azur Grande (thermally treated European White Oak, 5/8" x 10.25" x 87" RL), Seacliff Estate (thermally treated European White Oak, 7/16" x 7.5" x 75" RL), Victorian Manor (thermally treated European White Oak, 9/16" x 7.5" x 75" RL), and Creekside View (1/2" x 8.6" x 75" RL). The Premium Waterproof line includes AquaProof (100% waterproof plastic-free solid polymer core, 10mm x 7.7" x 60") and VersaCore Grande 10 (waterproof rigid core, 10mm x 10" x 82.5", 30mil wear layer). Technology features include NanoTek Finish (scratch/stain protection), Embossed In Register (EIR) texture for realistic hardwood appearance, Waterproof Core Technology, and Premium Foam Underlayment. A Room Visualizer tool is also offered.
Differentiator
Problem solved
Functional benefit
Brands
- Victorian Manor: Premium Hardwood Floors collection featuring Engineered European White Oak with wide planks, brushed texture, and UV Cured high-performance finishes.
- Seacliff Estate
- Creekside View
- Azur Grande
- AquaProof
- VersaCore Grande 10
Products and services
- Victorian Manor Premium engineered hardwood flooring collection featuring thermally treated European White Oak with wide planks, random length boards, character grade, brushed texture, and UV-cured high-performance finishes. Includes products such as Chelsea, Cornwell, Flower Hill, Hampton, Harlow, Hayes, Kensington, Morrison, Norfolk, Surrey Hill, Sutton, Thames, and Windsor. Intended for residential interior flooring.
- Seacliff Estate Premium engineered hardwood collection with thermally treated European White Oak featuring wide planks, random length boards, character grade, brushed texture, and UV-cured high-performance finishes. Products include Ashville Park, Bell Cove, Broadlawn, Denton, Gatsby, Harbor Hills, Hemlock, Kent, North Shore, Radcliff, Saddle Rock, Shore Drive, and Soundview.
- Azur Grande Premium engineered hardwood flooring collection featuring thermally treated European White Oak with wide planks, long random length boards, character grade, brushed texture, and UV-cured high-performance finishes. Products include Alcona, Altari, Alton, Angleton, Anton, Arroyo, Asbury, Belcampo, Coral Terrace, Delafield, Dorsten, Harleson, Kendall, Kennewick, Odessa, Palisade, Roleson, Surfside, and Tyler.
- Creekside View Premium engineered hardwood flooring collection featuring European White Oak with random length boards and high-performance finishes. Products include Calm, Coastal Canvas, Rhine, Serene Slate, Stratton, and Whispering Taupe.
- Signature Reserve 9.5" Premium engineered hardwood flooring collection from the Premium Hardwood line, shown as a New Arrival on the HF Design website.
- AquaProof Premium waterproof flooring that is 100% waterproof and plastic-free, featuring solid polymer core technology with AC4 (Class 32) wear layer and premium foam underlayment. Products include Arden, Barkers Point, Cedar Knoll, Cornwell, Fox Hollow, Hemlock, Hilldale, Lighthouse, Longfellow, Mountain Air, Prospect Point, and Sterling.
- VersaCore Grande 10 Premium waterproof rigid core flooring featuring ultra-wide planks with realistic wood looks indistinguishable from hardwood, commercial-grade 30mil wear layer, Embossed In Register (EIR) texture, waterproof rigid core, enhanced water repellent bevel, premium IXPE foam underlayment, and Uniclic angle/angle locking system. Products include Andes Summit, Ashville, Bald Eagle, Canoe Mountain, Canyon, Chest Spring, Concord, Dorset, Grandview, Harvest, Kendall, Kirkview, Moondust Lane, Oakridge, Orchard, Oxford, Plateau, Springtime, Stonington, Sunnyside, Van Cortland, and Windmill Wings.
- Room Visualizer Roomvo-powered online visualizer that allows customers to virtually preview HF Design flooring products in their own spaces before purchasing.
Quantifiable outcome
- Thermal treatment reduces warping and swelling movements by approximately 50%
Companies that use HF Design
Customer profileSegments2 records
Ideal customer profiles2 records
HF Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
HF Design partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
HF Design competitors and assessment
Company assessmentBroad incumbents
- Mannington Mills: Privately held US flooring manufacturer with premium hardwood (Mannington Hardwood) and waterproof (ADURAMax, Restoration) lines. Comparable as a premium-positioned, multi-channel competitor with similar sustainability certifications and dealer-driven distribution.
- Shaw Industries: Major US flooring manufacturer offering hardwood (Shaw Hardwood, Anderson Tuftex) and waterproof (Shaw Floorte, COREtec) products through dealer networks and retail. Directly comparable in product mix and channel strategy to HF Design.
- Mohawk Industries: World's largest flooring manufacturer with broad hardwood (Karastan, Mohawk Hardwood), waterproof (REVWOOD), and LVT lines. Comparable as a multi-channel flooring brand across product categories overlapping with HF Design's hardwood and waterproof portfolios.
Direct peers
- Provenza Floors: Premium hardwood and waterproof flooring brand selling wide-plank engineered European Oak collections through specialty dealers. Directly comparable product positioning (premium, designer-friendly engineered oak) and dealer channel model.
- Anderson Tuftex: Premium hardwood and waterproof flooring brand owned by Shaw Industries, emphasizing designer-inspired engineered oak collections. Comparable in premium positioning, style-forward aesthetic, and dealer-based distribution.
- Hallmark Floors: Premium engineered hardwood manufacturer specializing in European Oak collections with wide-plank and long-board formats. Closely comparable in product spec (engineered oak, wide planks, character grade) and specialty dealer positioning.
- Cali Floors (Cali Bamboo): Direct-to-consumer premium flooring brand offering engineered hardwood, bamboo, and waterproof vinyl with strong e-commerce presence. Comparable DTC channel strategy, premium hardwwood focus, and sustainability messaging.
- USFloors (COREtec): Specialist in waterproof rigid core flooring with dealer distribution and e-commerce sales. Highly comparable to HF Design's VersaCore Grande 10 and AquaProof lines, and a clear benchmark for the waterproof category HF Design is targeting.
- Paramount Flooring: Specialty hardwood and waterproof flooring brand offering engineered oak and rigid core products through dealer networks. Comparable mid-sized premium brand with similar product breadth and channel strategy.
Regional players
- Builder's Pride / Floor & Decor private-label brands: Floor & Decor's private label and exclusive brands (including Builder's Pride, NuCore, Duralux) span hardwood, waterproof, and LVP across price points. Comparable as a major US retailer exposing consumers to flooring choices, though positioned at value tiers rather than HF Design's premium end.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
HF Design social profiles
Digital presenceHF Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
HF Design leadership team
Management profileNumber of profiles
Profiles1 record
HF Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HF Design 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 HF Design
What does HF Design do?
HF Design manufactures and sells premium engineered hardwood flooring (thermally treated European White Oak) and waterproof flooring (solid polymer core and rigid core constructions) under collections including Victorian Manor, Seacliff Estate, Azur Grande, Creekside View, AquaProof, and VersaCore Grande 10. Products are distributed through direct e-commerce sales on the company's website, a US dealer network, and a New York retail showroom, serving primarily residential homeowners and select commercial spaces.
Is HF Design a public or private company?
HF Design is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HF Design founded?
HF Design was founded in 2011. It employs 51 to 100 people.
Where is HF Design based?
HF Design is headquartered in Hicksville, United States, in the North America region.
How does HF Design make money?
Two revenue lines are on record. Hardwood Flooring Sales are the primary driver. The others are waterproof Flooring Sales.
Who are HF Design's main competitors?
Broad incumbents on record are Mannington Mills, Shaw Industries and Mohawk Industries. Direct peers are Provenza Floors, Anderson Tuftex, Hallmark Floors, Cali Floors (Cali Bamboo), USFloors (COREtec) and Paramount Flooring. Builder's Pride / Floor & Decor private-label brands is listed as a regional player.
Does HF Design have an API?
No public API is recorded for HF Design.
What industry is HF Design in?
HF Design's product category is Flooring Manufacturing. Its primary akta.pro industry code is CRAIAGAB, Hardwood 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.