Mr. Hardwood

What Mr. Hardwood does

Mr. Hardwood, Inc. is a privately held, family-owned flooring contractor founded in 1989 and headquartered in Marietta, Georgia, with additional showrooms in Acworth and Roswell. The company sells and installs hardwood flooring (white oak, red oak, hickory, maple, walnut, and exotic species) alongside complementary flooring categories (Luxury Vinyl Plank, carpet, tile, and laminate) and provides finishing and lifecycle services — refinishing, buff-and-coat polishing, and cleaning — plus interior staircase and iron baluster remodeling. Its customer base is primarily residential homeowners across the Greater Atlanta metropolitan area, with a secondary commercial/business segment. The firm is staffed by NWFA-certified installers, inspectors, and sand-and-finishers, supported by a limited lifetime workmanship warranty and 99.7% dustless sanding equipment.

The company's underlying "platform" is operational rather than technological: certified field crews delivering in-home consultations, custom design (borders, inlays, medallions), and multi-day installation projects. It sources materials through direct partnerships with major manufacturers including Mohawk, Shaw Floors, Somerset, Mannington, Aurora Hardwood, Hallmark Floors, Indusparquet, Tarkett, and Fabrica. Distribution is multi-channel — SEO-optimized local landing pages, phone (with 24/7 telesales), email, a website quote-request funnel, Facebook and YouTube presence, and a mobile showroom that brings product samples to customer homes. There is no proprietary software product, app, or AI system; differentiated capabilities rest on craft credentials, reputation (over 600 five-star reviews, 4.9/5 on Google, BBB accreditation, nine seasons on A&E's "Flip This House"), and warranty-backed service.

Revenue is generated almost entirely through quote-based professional services fees tied to project scope, square footage, and selected materials, with reference unit economics of roughly $8-15 per sq.ft. for white oak materials and $3-5 per sq.ft. for installation. The business operates with no disclosed institutional funding, no parent company, and no subsidiary structure; it functions as a regional D2C service contractor whose economics depend on local lead conversion, repeat-and-referral customer flow, and the productivity of its installation crews.

Name

Mr. Hardwood

Legal name

Mr. Hardwood, Inc.

Website

https://mrhardwoodinc.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Mr. Hardwood, Inc. is a family-owned Greater Atlanta flooring contractor founded in 1989 that sells and installs hardwood, LVP, carpet, tile, and laminate, plus refinishing, polishing, staircase remodeling, and related services. Its primary customers are residential homeowners across metro Atlanta, with NWFA-certified crews and a limited lifetime warranty.

Ownership category

akta.pro rank

Product category

Hardwood Flooring Services

NAICS

Flooring Contractors (23833), Flooring Contractors (238330), Floor Covering Retailers (449121), Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331)

SIC

Retail-Lumber & Other Building Materials Dealers (5211), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)

akta.pro industry

PRIMARYHSAPAGAA

Hardwood Floor Installation

Home & Personal Services/Residential Renovation Services/Flooring Installation & Refinishing

SECONDARYHSAPAGAB

Hardwood Floor Refinishing & Restoration

Home & Personal Services/Residential Renovation Services/Flooring Installation & Refinishing

SECONDARYHSAGAFAA

Hardwood Floor Repair & Refinishing

Home & Personal Services/Home Repair, Maintenance & Handyman/Flooring Repair & Refinishing

SECONDARYHSAEAOAG

Hardwood Refinishing/Sanding & Stain + Finish Application

Home & Personal Services/Home Cleaning & Housekeeping/Specialty Surface Cleaning (Stone/Marble/Wood Floor Care)

SECONDARYCRAIAGAK

Flooring Installation Services (Retailer-Affiliated)

Consumer Products & Retail/Home & Furniture Retail/Flooring & Tile Retail

SECONDARYIMADADAI

Wood Flooring & Wood Veneer Products

Industrials, Manufacturing & Construction/Building Materials & Products/Timber, Lumber & Engineered Wood Products

Keywords

• Hardwood floor installation
• Floor refinishing services
• Flooring contractor
• Hardwood flooring sales
• Floor maintenance services

Headquarters

HQ city

Acworth

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Flooring Installation Services: Revenue is generated primarily through professional flooring installation services including hardwood, LVP, carpet, tile, and laminate. Services include new floor installation, refinishing, repairs, and staircase remodeling. Pricing is quote-based based on project scope, square footage, and materials selected.
2. Flooring Materials Sales: The company sells flooring products from various manufacturers including White Oak, Red Oak, Hickory, Maple, Walnut, and Exotic hardwoods, as well as LVP, carpet, tile, and laminate. Materials are sourced from brand partners and installed by the company's craftsmen.
3. Floor Maintenance Services: Additional revenue streams include floor refinishing, buff & coat (screen and recoat), and professional cleaning services to maintain and restore existing hardwood floors.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Mr. Hardwood sells and professionally installs hardwood flooring products (White Oak, Red Oak, Hickory, Maple, Walnut, and Exotic species) along with LVP, carpet, tile, and laminate. The company also provides hardwood floor refinishing, polishing (buff & coat), cleaning, and staircase remodeling services delivered by NWFA-certified craftsmen across the Greater Atlanta metro area.

Product overview

Mr. Hardwood is a flooring sales and service contractor offering a comprehensive portfolio of flooring products and installation services. The company provides six core hardwood flooring product lines (White Oak, Red Oak, Hickory, Maple, Walnut, and Exotic hardwoods), each available in multiple formats (solid/ engineered, prefinished/unfinished) and finishes. These are complemented by a full suite of professional services including installation, refinishing, polishing/buff & coat, and cleaning for hardwood floors. The company also offers related flooring services for Luxury Vinyl Plank (LVP), carpet, tile, and laminate flooring, as well as staircase remodeling with iron baluster installation. Services are delivered by NWFA-certified professionals across the Greater Atlanta metro area, backed by a limited lifetime workmanship warranty.

Differentiator

Problem solved

Functional benefit

Products and services

• White Oak Flooring Premium white oak hardwood flooring available in European, French, American, rift-sawn, quarter-sawn, live-sawn, hand-scraped, and wire-brushed varieties, offered in solid and engineered formats, sold with professional installation.
• Red Oak Flooring Classic red oak hardwood flooring with warm undertones and distinctive grain patterns, available in solid and engineered formats and sold with professional installation.
• Hickory Hardwood Flooring Durable hickory hardwood flooring known for strength and rustic character, available in solid, engineered, prefinished, unfinished, hand-scraped, distressed, wire-brushed, stained, wide plank, and character grade varieties.
• Maple Hardwood Flooring Smooth and elegant maple hardwood flooring suitable for high-traffic areas, available in solid, engineered, prefinished, unfinished, hard maple, soft maple, and wide plank varieties.
• Walnut Hardwood Flooring Luxurious walnut hardwood flooring with rich, dark tones, available in solid, engineered, prefinished, unfinished, and wide plank options, including American Black Walnut and Brazilian Walnut (Ipe).
• Exotic Hardwood Flooring Premium exotic hardwood flooring including Brazilian Cherry (Jatoba), Tigerwood, Acacia, Brazilian Walnut (Ipe), Cumaru (Brazilian Teak), Patagonian Rosewood, Sapele, and Teak, featuring unique grain patterns and superior durability.
• Hardwood Floor Installation Professional hardwood floor installation services including custom design with borders, inlays, accents, medallions, and exotic woods, backed by NWFA-certified expertise and a limited lifetime workmanship warranty.
• Hardwood Floor Refinishing Expert hardwood floor refinishing and restoration services including dustless sanding, custom staining with Minwax stains, and eco-friendly odorless finish application.
• Hardwood Floor Polishing (Buff & Coat) Professional buff and coat (screen and recoat) services for surface renewal, removing light scratches and applying fresh polyurethane coating in matte, satin, semi-gloss, or high-gloss finishes.
• Hardwood Floor Cleaning Professional hardwood floor cleaning services using industry-leading products, including restoration of floor shine and recoating recommendations.
• Staircase Remodeling Interior staircase remodeling and iron baluster installation services with custom design options including straight, twisted, hammered, round, ribbon, curved, knuckled, basket, and scrolled balusters in bronze, copper, and nickel finishes.
• Luxury Vinyl Plank (LVP) Installation Luxury Vinyl Plank flooring installation services offering water- and scratch-resistant flooring with realistic wood-look appeal, available in hand-scraped and wire-brushed textures; described as 40–70% more affordable than traditional hardwood.
• Carpet Installation Professional carpet installation services including loop (Berber), twist (frieze/shag), pattern, and texture carpet types in fibers such as Nylon, Polyester, Olefin, and Wool.
• Tile Flooring Installation Tile flooring installation services for ceramic (including porcelain) and natural stone tiles (marble, granite, limestone, slate), available in various sizes, textures, finishes, and colors.
• Laminate Flooring Installation Laminate flooring installation services using floating wood tile products that mimic the look of hardwood, stone, or tile at a lower cost with easy installation and maintenance.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• MohawkcoreTechnology or IntegrationMohawk is a leading flooring manufacturer. Mr. Hardwood sources and installs Mohawk white oak, walnut, and other hardwood products. Mohawk provides the flooring materials that Mr. Hardwood's certified craftsmen install.
• SomersetcoreTechnology or IntegrationSomerset is a domestic hardwood flooring manufacturer. Mr. Hardwood offers Somerset products for white oak and maple flooring installations.
• Shaw FloorscoreTechnology or IntegrationShaw Floors is a major flooring manufacturer. Mr. Hardwood sources and installs Shaw hardwood products including white oak and other species.
• ManningtoncoreTechnology or IntegrationMannington is a flooring manufacturer known for quality hardwood products. Mr. Hardwood offers Mannington flooring materials for installations.
• Aurora HardwoodcoreTechnology or IntegrationAurora Hardwood is a flooring manufacturer. Mr. Hardwood sources white oak, hickory, and walnut products from Aurora for installations.
• Hallmark FloorscoreTechnology or IntegrationHallmark Floors is a manufacturer of specialty hardwood flooring. Mr. Hardwood offers Hallmark products for white oak and walnut installations.
• IndusparquetcoreTechnology or IntegrationIndusparquet is an international hardwood flooring manufacturer. Mr. Hardwood sources exotic and domestic hardwood products from Indusparquet.
• EchoTech (Mike Wilson)minorStrategic or Co-development PartnerEchoTech is a recommended partner for affordable floor cleaning and shine services. Mr. Hardwood refers customers seeking simple cleaning to this partner when professional buff and coat services are not needed.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Mr. Sandless: National franchise offering chemical-free hardwood refinishing services with a faster, less disruptive process. Partial overlap with Mr. Hardwood's refinishing service, focused on the maintenance/restore use case rather than new installation.

Broad incumbents

• Lowe's Installation Services: National home improvement retailer with comparable flooring installation services for hardwood, LVP, carpet, and tile. Competes on breadth, financing, and brand trust rather than the local specialist positioning Mr. Hardwood occupies.
• LL Flooring (formerly Lumber Liquidators): National specialty retailer of hardwood, LVP, laminate, and tile flooring with affiliated installation services. Sells similar product categories as Mr. Hardwood and offers installation, but as a broad retailer rather than a local specialist.
• Home Depot Installation Services: National home improvement retailer offering flooring sales plus in-home measurement and professional installation for hardwood, LVP, carpet, and tile. A large incumbent that competes on convenience, financing, and price rather than specialist craftsmanship.

Direct peers

• Empire Today: Large national in-home flooring sales and installation company offering hardwood, LVP, carpet, and tile with next-day in-home appointments. Same direct-to-consumer, in-home consultation sales motion as Mr. Hardwood, but at significantly greater scale.
• Footprints Floors: National residential flooring installation company with a focus on hardwood, LVP, and tile. Competes in the same direct-to-consumer, in-home consultation model as Mr. Hardwood, with a comparable lifetime workmanship warranty offering.
• N-Hance Wood Refinishing: National franchise specializing in hardwood floor refinishing using a proprietary light-acceleration UV curing process. Direct overlap with Mr. Hardwood's refinishing and buff & coat services, though it is a franchise model.
• 50 Floor: Residential flooring company that brings the showroom to the customer's home, specializing in hardwood, LVP, carpet, and tile installation. Closely mirrors Mr. Hardwood's mobile showroom GTM and service mix.
• Floor Coverings International: National residential flooring franchise that pioneered the in-home mobile showroom model — directly comparable to Mr. Hardwood's free in-home consultation and mobile showroom approach. Sells and installs hardwood, LVP, carpet, and tile for residential customers.

Others

• Shaw Floors (Mohawk Industries): One of the largest flooring manufacturers in North America, supplying hardwood, LVP, and other flooring categories. Currently a material supplier to Mr. Hardwood; included as a key ecosystem participant given its direct influence on input pricing and product availability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mrhardwoodincga
• Xx.com/mrhardwoodincga

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Mr. Hardwood