Nonn's

What Nonn's does

Nonn's is a Wisconsin-based home improvement retailer operating under Nonn's Flooring, LLC, founded in 1984 and headquartered in Middleton. The company sells four core product categories—flooring (carpet, hardwood, laminate, vinyl, tile), countertops (granite, quartz, marble, laminate), kitchen and bathroom cabinetry, and major home appliances—through four showroom and warehouse locations across Middleton, Madison, New Berlin, and Menomonee Falls. The company's underlying capability stack includes company-owned stone fabrication and in-house assembly of the proprietary LaineKraft commercial cabinet brand, providing vertical control over two of its four product categories. Nonn's employs 51-100 people across showroom, design, installation, and commercial operations.

Revenue is generated through one-time product sales bundled with professional installation services and complimentary in-house interior design consultation. Pricing is not publicly disclosed but is positioned as 'Big Box Prices AND Boutique Selections,' with customer financing provided through a Wells Fargo partnership. The go-to-market is sales-led and showroom-based, with no e-commerce channel; all transactions occur in-store or via scheduled consultations. Distribution is exclusively regional within Wisconsin, supported by a dedicated Apartment Replacement Division and dedicated in-house functions for Remodelers, Home Builders, Commercial Construction, and Multi-Family Construction customer segments.

Nonn's serves five primary customer segments: individual homeowners (B2C/SMB), remodelers, home builders, apartment and property managers, and commercial construction companies. The company holds no outside investment, is privately held, completed one disclosed acquisition (Malkin's Flooring in 2018), and has accumulated over 50 regional Best Of awards over its 40+ year operating history. There is no evidence of AI/ML capability, software platform, or digital product offering in the source data; competitive differentiation is anchored on physical retail presence, vertical integration into fabrication, single-vendor convenience across categories, and decades of regional brand equity.

Name

Nonn's

Legal name

Nonn's Flooring, LLC

Website

https://nonns.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Nonn's is a Wisconsin-based, privately held home improvement retailer founded in 1984, selling flooring, countertops, cabinets, and appliances through four showrooms to homeowners, remodelers, home builders, property managers, and commercial construction firms.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

Home Centers (444110), Flooring Contractors (238330)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industry

Custom Built-Ins (Shelving, Entertainment Centers, Mudrooms) (HSAPAIAH)

Keywords

• Flooring retail
• Kitchen cabinets
• Countertop fabrication
• Home appliance sales
• Interior design services

Headquarters

HQ city

Middleton

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue from selling flooring (carpet, laminate, wood, vinyl, tile), countertops (granite, quartz, laminate, marble), appliances, and cabinets to consumers and businesses. Products are sold through showrooms with design consultation included with purchase.
2. Installation Services: Full-service installation including delivery, professional installation, and haul-away of old materials. Services provided by company-employed installers and dedicated crews.
3. Design Services: Complimentary interior design and cabinet/flooring/countertop design professional services included with purchase, providing design consultation as part of the sales process.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Nonn's is a Wisconsin home improvement retailer selling flooring (carpet, hardwood, laminate, vinyl, tile), countertops (granite, quartz, marble, laminate), kitchen cabinets (including the private-label LaineKraft commercial line), and major home appliances through four showroom locations. The company bundles complimentary interior design consultation and full-service installation (delivery, install, haul-away) with every purchase, and serves dedicated B2B divisions for remodelers, home builders, apartment/property managers, and commercial construction companies.

Product overview

Nonn's is a home improvement retail company offering a comprehensive portfolio of flooring, countertop, appliance, and cabinet products through multiple showrooms in Wisconsin. The product lineup centers on four core categories—Flooring (including carpet, hardwood, laminate, vinyl, and tile), Countertops (granite and quartz), Appliances (major home appliances), and Kitchen Cabinets—complemented by complimentary interior design services. The company positions itself as offering 'big box prices and boutique selections,' sourcing products globally and maintaining both company-owned stone fabrication and cabinet assembly facilities. A private-label commercial cabinet brand called LaineKraft serves the commercial construction division. The business serves multiple segments including homeowners, commercial builders, home builders, remodelers, and apartment managers through dedicated division programs.

Differentiator

Problem solved

Functional benefit

Brands

• LaineKraft: Company-owned brand of commercial cabinets assembled in Wisconsin, offered exclusively through Nonn's Commercial Construction Division.

Products and services

• Flooring

Quantifiable outcome

• 40+ years in business with consistent award recognition
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Lowe's: National home improvement retailer with flooring, cabinet, appliance, and countertop offerings and installed sales services. Competes with Nonn's on price, selection, and project management support in Wisconsin markets.
• IKEA: Global home furnishings retailer with integrated kitchen, bath, storage, and appliance offerings plus in-store design services. Competes for the same Wisconsin homeowners in kitchen/bath furnishing spend with showroom-based design and installation add-ons.
• Home Depot: Largest U.S. home improvement retailer with full flooring, cabinet, countertop, and appliance categories plus installed sales services. Operates multiple Wisconsin locations and competes directly with Nonn's across all four core product categories on price and convenience.

Direct peers

• LL Flooring: Specialty flooring retailer offering hardwood, vinyl, laminate, and tile with installation services. Direct competitor in flooring assortment and installation model, serving overlapping DIY and pro customer segments in Wisconsin.
• Floor & Decor: National specialty retailer of flooring and installation accessories with showrooms across the U.S. Direct competitor in the flooring segment where Nonn's has its deepest assortment; competes on selection, pro services, and pricing in any overlapping Wisconsin-adjacent markets.
• Menards: Midwest-based home improvement chain headquartered in Wisconsin with deep Wisconsin footprint and broad flooring, cabinet, countertop, and appliance offerings. Most direct geographic and category competitor; competes on price, assortment, and installed sales.
• Empire Today: National flooring retailer specializing in carpet, hardwood, tile, and vinyl with in-home shopping and same-day installation. Directly comparable to Nonn's flooring business in product mix, installation-led model, and Midwest operating footprint.

Others

• Sherwin-Williams: National paint and coatings retailer with deep Wisconsin footprint that complements renovation projects. While not a direct competitor to Nonn's product categories, it competes for the same renovation customer wallet and partners on whole-home remodel journeys.
• Ferguson Enterprises: National distributor of plumbing, appliances, and lighting fixtures serving residential and commercial customers. Overlaps with Nonn's appliance offering and serves similar B2B builder/contractor channels in Wisconsin.

Emerging players

• Cabinets To Go: Specialty cabinet retailer with showroom and design service model focused on kitchen and bath cabinetry. Comparable in the cabinet category to Nonn's offering, with similar design-consultation-driven sales motion but larger national footprint.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nonns_wisconsin
• YouTubeyoutube.com/c/Nonns
• Facebookfacebook.com/nonnswisconsin
• LinkedInlinkedin.com/company/nonns
• Instagraminstagram.com/nonns_wisconsin
• Pinterestpinterest.com/nonnswi

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nonn's