End Of The Roll
End Of The Roll is a Canadian retail flooring franchise founded in 1986, operating 60+ independently owned showrooms nationwide that sell carpet, hardwood, vinyl, laminate, tile and area rugs alongside installation services and Fairstone-backed financing for residential and commercial customers.
- Company typePrivate
- Founded1986
- HeadquartersKelowna, Canada
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What End Of The Roll does
End Of The Roll Flooring Centres is a Canadian retail flooring franchise founded in 1986 by Urs Steinmann and Duane Ortynski in Western Canada. The company operates through a franchise network of over 60 independently owned retail showrooms (5,000–12,000 sq ft each) distributed nationally, supported by a corporate headquarters in Kelowna, BC that handles accounting, payroll, accounts payable and marketing. The core technology is a non-proprietary e-commerce catalog layered over the franchise retail footprint, supplemented by consumer-facing tools (a visualizer, square-footage and cost calculators) and a Fairstone-powered 'Floor Now, Pay Later' financing portal — there is no proprietary technology, AI/ML capability, or public-facing API disclosed.
The product offering spans eight categories — carpet, tile and stone, wood/hardwood, laminate, vinyl (sheet, LVP, LVT, SPC, WPC), area rugs, decking and athletic flooring, and accessories — sourced from an extensive third-party brand portfolio including Mohawk, Beaulieu Canada, TORLYS, Tarkett, Daltile, Dreamweaver and others, plus own-brand lines such as Renew floor care, Smell Zapper odor eliminators and Madio floor-protection accessories. Many stores provide in-house professional installation (subfloor preparation, old-floor removal, installation), and locations without in-house crews arrange third-party installers.
End Of The Roll makes money primarily through franchise fees ($40K initial), ongoing royalties and marketing contributions, supplemented by supplier-purchasing margins enabled by its scale as 'one of the largest Canadian purchasers of floor coverings.' Customer segments are residential homeowners (primary) undertaking renovations or new builds, and commercial builders/contractors sourcing volume flooring for projects — both served through local showrooms rather than direct enterprise sales. Distribution runs through the franchise retail network and the e-commerce site, with marketing handled centrally via national TV, YouTube and digital campaigns plus localized franchisee execution.
End Of The Roll firmographics
Firmographics- Name
- End Of The Roll
- Legal name
- End Of The Roll
- Website
- https://endoftheroll.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- End Of The Roll is a Canadian retail flooring franchise founded in 1986, operating 60+ independently owned showrooms nationwide that sell carpet, hardwood, vinyl, laminate, tile and area rugs alongside installation services and Fairstone-backed financing for residential and commercial customers.
- Ownership category
- akta.pro rank
End Of The Roll industry classification
Industry- Product category
- Flooring Retail
- NAICS
- Floor Covering Retailers (449121), Flooring Contractors (23833)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Carpet & Area Rug Flooring Retail (CRAIAGAE)
- akta.pro secondary industries
- Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Commercial Flooring Retail (Contract/Trade-Focused) (CRAIAGAL), Flooring (Carpet, Tile, Wood, Laminate) Distribution (CRAOAFAE)
Keywords
Where End Of The Roll is headquartered
LocationHeadquarters
- HQ city
- Kelowna
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
End Of The Roll business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Flooring Product Sales: Retail sale of flooring materials including carpet, hardwood, laminate, vinyl, tile, area rugs, and accessories. Products sold through franchise store locations and online.
- Professional Installation Services: Many stores provide flooring installation services, with those that don't arranging for professional installation companies. Installation fees are quoted separately from product costs.
- Financing Partnership Revenue: Company partners with Fairstone to offer 'Floor Now, Pay Later' payment plans, providing instant approval financing to customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Floor Now, Pay Later financing through Fairstone |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
End Of The Roll product offering
Product offeringCore offering
End Of The Roll Flooring Centres is a Canadian retailer that sells flooring materials—including carpet, hardwood, laminate, vinyl, tile, area rugs, decking, and accessories—through a network of over 60 franchise stores across Canada. The company complements product sales with in-house or arranged professional installation services and offers customer financing through its partner Fairstone.
Product overview
End Of The Roll Flooring Centres is a Canadian flooring retailer operating over 60 franchise locations across Canada. The company offers a comprehensive portfolio of flooring products organized into eight main product categories: Carpet (residential/commercial, indoor/outdoor, carpet tile, artificial turf), Tile & Stone (ceramic, porcelain, natural stone), Wood/Hardwood (engineered and solid), Laminate, Vinyl (sheet, LVP, LVT, SPC, WPC), Area Rugs, Decking & Athletic Flooring, and Accessories. The product portfolio includes own-brand offerings such as Renew Floor Care Products, Smell Zapper odor eliminators, and Madio flooring accessories, alongside an extensive portfolio of third-party manufacturer brands including Dreamweaver, Beaulieu Canada, SmartStrand, TORLYS, Mohawk, Daltile, and many others. The company supplements its product sales with digital tools (visualizer, calculators), financing services through Fairstone, and professional installation services. The business operates on a franchise model with store sizes between 5,000–12,000 square feet.
Differentiator
Problem solved
Functional benefit
Products and services
- Carpet Carpet flooring offered in residential and commercial options, including indoor carpet, outdoor carpet, carpet tile, and artificial turf. Available in multiple looks (cut pile, level loop, patterned, textured) and fibres (nylon, polyester, polypropylene, wool) for homeowners and contractors.
- Tile & Stone Hard-wearing tile and stone flooring including ceramic, porcelain, glass, granite, marble, limestone, slate, and travertine. Sold for floor, wall, and backsplash applications with various surface finishes and styles.
- Wood / Hardwood Wood flooring available in engineered hardwood and solid hardwood options. Species include oak, maple, hickory, walnut, ash, birch, acacia, European oak, red oak, white oak, and sapele. Installation methods include floating, glue down, nail down, and staple.
- Laminate Durable, scratch-resistant laminate flooring with waterproof options. Features include AC3, AC4, and AC5 wear ratings, embossed finishes, and aluminum oxide surfaces. Available in residential and commercial grades.
- Vinyl Vinyl flooring including sheet vinyl, luxury vinyl plank (LVP), luxury vinyl tile (LVT), SPC (Stone Plastic Composite), and WPC (Wood Plastic Composite). Features include click/locking, floating, glue down, and loose lay installation methods.
- Area Rugs Area rugs in various sizes, shapes (rectangle, round, runner), materials (cotton, polyester, polypropylene, viscose), and styles (abstract, contemporary, floral, geometric, modern, shag, transitional).
- Decking & Athletic Flooring Outdoor vinyl decking membranes and athletic flooring for decks, balconies, patios, ice rinks, playgrounds, and gyms. Also includes cork flooring options.
- Flooring Accessories Flooring accessories including entrance matting, floor protection, non-skid underlayment, stair treads, door stoppers, felt furniture pads, transitions, and specialty matting for residential, commercial, and outdoor use.
- Renew Floor Care Products Professional-grade cleaning and maintenance products including multi-surface cleaner, carpet cleaner, grout and stone sealer, wood putty, Complete Care System, microfiber and cotton covers, designed to extend floor life.
- Smell Zapper Odor Eliminators Odor and stain removal products including Smoke Odor Eliminator, Bio-Enzymatic Odor Eliminator, Erase for household accidents, and B-Gone for grease, ink, and adhesives. Bio-enzymatic line uses live enzyme technology to eliminate organic odors.
- Madio Flooring Accessories Floor protection accessories sold under the Madio (Madico) brand, including felt pads, glides, and casters for furniture, supplied by a Canadian company.
- Jona Panel / Taylor Adhesives Underlayment Underlayment and flooring adhesives supplied by Jona Panel Sales Inc., including Taylor Adhesives (the exclusive Canadian supplier). Environmentally friendly products for both contractors and DIY customers.
- Floor Now, Pay Later Financing Payment plan program offered through partner Fairstone providing instant approval financing and the ability to defer payments, enabling customers to take flooring home and pay over time.
- Professional Installation Services Professional flooring installation offered through many stores, with the ability to arrange installation for stores that do not provide it directly. Includes removal of old flooring and subfloor repair.
Companies that use End Of The Roll
Customer profileSegments3 records
Ideal customer profiles3 records
End Of The Roll technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
End Of The Roll partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Jona Panel Sales Inc.coreCanadian company supplying environmentally friendly underlayment and flooring adhesives to End Of The Roll. Jona Panel Sales is the exclusive Canadian supplier of Taylor adhesives, providing advanced flooring installation products for both contractors and DIY customers.
- Taylor AdhesivescoreTaylor Adhesives creates high-quality, environmentally friendly flooring products used for various flooring projects. Distributed exclusively in Canada through Jona Panel Sales Inc. to End Of The Roll stores.
- Madico (Madio)minorCanadian company supplying flooring accessories including felt pads, glides, and casters for furniture floor protection. Products sold at End Of The Roll locations at competitive pricing.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
End Of The Roll competitors and assessment
Company assessmentDirect peers
- Carpet One Floor & Home: North America's largest flooring retail cooperative/franchise network, offering the same broad portfolio of carpet, hardwood, laminate, vinyl, tile, and area rugs through independently owned stores. Operates a near-identical franchise/cooperative model to End Of The Roll and is its closest direct competitor in Canadian markets.
- Flooring Canada: Canadian flooring retail cooperative representing independent retailers across Canada. Directly competes with End Of The Roll on similar product categories, brand portfolio, and showroom-based service model within the same Canadian geography.
Broad incumbents
- Home Depot Canada: Canada's largest home improvement retailer, offering carpet, hardwood, laminate, vinyl, and tile flooring alongside broad home improvement assortment. Competes on price, convenience, and one-stop shopping rather than specialty expertise.
- Lowe's Canada (RONA): Canadian home improvement banner under Lowe's, operating RONA, RONA+, and Lowe's stores with significant flooring departments. Competes head-on with End Of The Roll on LVP, laminate, tile, and installation services.
- IKEA Canada: Global home furnishings retailer with dedicated flooring showrooms in larger Canadian stores. Competes primarily on ready-to-install and DIY-friendly flooring, area rugs, and design-led home solutions at value price points.
- Mohawk Industries: World's largest flooring manufacturer whose brands (Mohawk, SmartStrand, RevWood, EverStrand) are stocked across End Of The Roll's brand portfolio. Both supplier and indirect competitor as Mohawk expands direct and dealer channels.
- Shaw Industries: Major U.S.-based flooring manufacturer (carpet, hardwood, vinyl, tile) supplying brands to End Of The Roll and operating its own retail programs. Comparable as a vertically integrated competitor in flooring manufacturing and distribution.
- Tarkett: Global flooring manufacturer offering carpet, vinyl, laminate, wood, and rubber across residential and commercial segments. Stocks End Of The Roll stores and competes for the same residential and contractor customers through independent dealer networks.
Emerging players
- TORLYS: Canadian-based flooring manufacturer specializing in cork, hardwood, laminate, and smart vinyl flooring with a focus on sustainable, click-lock installation. Currently a brand partner of End Of The Roll but increasingly sells direct and through specialty dealers.
Others
- Beaulieu Canada: Canadian carpet and flooring manufacturer supplying multiple brands carried by End Of The Roll. Relevant as a long-standing supply partner with overlapping residential carpet and rug distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
End Of The Roll social profiles
Digital presenceEnd Of The Roll financial estimates
Financial estimateRevenue estimate
Valuation estimate
End Of The Roll leadership team
Management profileNumber of profiles
Profiles2 records
End Of The Roll funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
End Of The Roll 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 End Of The Roll
What does End Of The Roll do?
End Of The Roll Flooring Centres is a Canadian retailer that sells flooring materials—including carpet, hardwood, laminate, vinyl, tile, area rugs, decking, and accessories—through a network of over 60 franchise stores across Canada. The company complements product sales with in-house or arranged professional installation services and offers customer financing through its partner Fairstone.
Is End Of The Roll a public or private company?
End Of The Roll is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was End Of The Roll founded?
End Of The Roll was founded in 1986. It employs 251 to 500 people.
Where is End Of The Roll based?
End Of The Roll is headquartered in Kelowna, Canada, in the North America region.
How does End Of The Roll make money?
Three revenue lines are on record. Flooring Product Sales are the primary driver. The others are professional Installation Services and financing Partnership Revenue.
Who are End Of The Roll's main competitors?
Direct peers on record are Carpet One Floor & Home and Flooring Canada. Broad incumbents are Home Depot Canada, Lowe's Canada (RONA), IKEA Canada, Mohawk Industries, Shaw Industries and Tarkett. TORLYS is listed as an emerging player. Beaulieu Canada is listed as an others.
Does End Of The Roll have an API?
No public API is recorded for End Of The Roll.
What industry is End Of The Roll in?
End Of The Roll's product category is Flooring Retail. Its primary akta.pro industry code is CRAIAGAE, Carpet & Area Rug Flooring Retail, with a secondary code of CRAIAGAB, Hardwood Flooring Retail. Its NAICS code is 449121 and its SIC code is 5700.