Mirage

What Mirage does

Mirage is a Canadian premium hardwood flooring manufacturer founded in 1983 and headquartered in Saint-Georges, Quebec, operating with 501-1000 employees across the North American market. The company produces solid and engineered 3-layer hardwood planks organized into 11 branded collections (Bluum, Blanc, Muse, Dreamville, Lively, Escape, Admiration, Elemental, Sweet Memories, Autumn, and Natural), sourced from six wood species (White Oak, Oak, Red Oak, Maple, Hickory, Walnut) and offered in straight, chevron, and herringbone patterns. Underlying technology emphasizes engineered construction for moisture and temperature stability, a proprietary hypoallergenic finish, and USMCA-compliant North American manufacturing marketed with a 'No Tariffs' positioning. Complementary product lines include matching moldings, stair components, and a branded maintenance range.

The company operates an exclusively channel-based go-to-market, distributing through authorized specialty flooring dealers and showrooms rather than direct-to-consumer e-commerce. Revenue is generated from one-time product sales across flooring, moldings/accessories, stair components, and maintenance items, with pricing handled via dealer-direct quotes rather than published price lists. Its customer base is segmented horizontally: residential homeowners and commercial projects are both primary segments, while architects/designers (supported by the Pro Zone portal with 50+ seamless 3D textures) and distributors/dealers (supported by a Dynamics 365-powered Customer Space Portal for order management) constitute secondary segments. The InstaVu® room visualizer, powered by third-party Roomvo technology, enables customers to preview products in their own room photographs, serving as a top-of-funnel conversion aid feeding into the dealer network.

The business is privately held with no disclosed parent organization, institutional investors, or PE/VC backing, and shows no funding rounds, M&A activity, or leadership transitions in the source data. Mirage's most visible strategic moves in the recent period are incremental: the Bluum collection launch, the Pro Zone rollout for design professionals, the Roomvo-powered InstaVu integration, and the Dynamics 365 Customer Space Portal — collectively aimed at deepening dealer relationships and architectural specification rather than expanding into new geographies or customer verticals at scale.

Name

Mirage

Legal name

Mirage

Website

https://planchersmirage.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Hardwood Flooring Manufacturing

NAICS

Floor Covering Retailers (449121)

SIC

Lumber & Wood Products (No Furniture) (2400)

akta.pro primary industry

Hardwood Flooring Retail (CRAIAGAB)

akta.pro secondary industries

Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL), Flooring (Carpet, Tile, Wood, Laminate) Distribution (CRAOAFAE)

Keywords

• Hardwood flooring manufacturer
• Engineered wood planks
• Solid hardwood flooring
• Flooring dealer network
• Wood flooring collections

Headquarters

HQ city

Saint-georges

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardwood Flooring Products: One-time sale of hardwood flooring products including solid and engineered wood planks, sold through specialized retailer/dealer network. Revenue derived from product sales with no subscription component.
2. Maintenance and Repair Products: Specialized care products for hardwood floor maintenance including Klean wood floor cleaner and repair solutions
3. Moldings and Accessories: Matching hardwood moldings and staircase components with color, texture, and finish matching to flooring products

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Mirage designs, manufactures, and sells premium hardwood flooring products—including solid and engineered 3-layer planks across 11 collections, 6 wood species, and Straight, Chevron, and Herringbone patterns—through an authorized dealer network in North America. Offerings extend to matching moldings, stair components, and specialized cleaning/maintenance products, supported by an AI-driven InstaVu room visualizer and warranty program.

Product overview

Mirage is a premium hardwood flooring manufacturer offering a unified portfolio of 11 distinct hardwood flooring collections (Bluum, Blanc, Muse, Dreamville, Lively, Escape, Admiration, Elemental, Sweet Memories, Autumn, and Natural) crafted from 6 wood species (White Oak, Oak, Red Oak, Maple, Hickory, and Walnut) available in multiple colors, textures, finishes, plank widths, and installation patterns (Straight, Chevron, Herringbone). The core product line is supported by complementary add-on modules including matching moldings and stair components, specialized maintenance products, an AI-powered floor visualizer (InstaVu, powered by Roomvo), warranty programs, free sample services, and a professional resources portal for architects and designers. Mirage positions itself as a North American manufacturer with USMCA-compliant, hypoallergenic products, voted #1 for quality by dealers.

Differentiator

Problem solved

Functional benefit

Brands

• Bluum: Hardwood flooring collection
• Blanc
• Muse
• Dreamville
• Lively
• Escape
• Admiration
• Elemental
• Sweet Memories
• Autumn
• Natural
• InstaVu
• Durables Floors

Products and services

• Hardwood Flooring Planks Manufactured solid and 3-layer engineered hardwood flooring planks in multiple species, colors, textures, finishes, grades, and plank widths for residential and commercial installations. Sold exclusively through authorized dealers.
• Moldings and Accessories Coordinating hardwood moldings, trim, and accessories crafted to complement Mirage flooring with matched colors, textures, and finishes for residential and commercial installations.
• Stair Components Hardwood stair treads, risers, and components manufactured to seamlessly match Mirage flooring installations.
• Floor Maintenance Products Specialized hardwood floor cleaning and maintenance products, including Klean wood floor cleaner and care essentials designed to preserve floor beauty and longevity.

Quantifiable outcome

• 147% cost recovery at resale for hardwood floor refinishing projects (National Association of Realtors research)
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Anderson Tuftex: Premium hardwood and carpet brand positioned in the upper tier of residential flooring, sold through specialty dealers. Directly comparable to Mirage's premium collections and dealer-only distribution model.
• Bruce Hardwood Floors: One of North America's most recognized hardwood flooring brands, offering solid and engineered hardwood across multiple species and finishes through a similar authorized dealer network. Direct competitor to Mirage in residential and light commercial hardwood.
• Provenza Floors: Premium hardwood and waterproof flooring brand focused on design-forward collections, sold through specialty retailers. Competes with Mirage in the high-end residential hardwood category.
• Somerset Hardwood Flooring: US-based hardwood flooring manufacturer offering solid and engineered products across multiple species. Closely matches Mirage's product mix and dealer-led go-to-market approach.
• Mannington Mills: Family-owned US flooring manufacturer with a comparable hardwood product line sold through independent dealers. Competes head-to-head with Mirage on premium positioning, design collections, and Pro/specification channels.
• Hallmark Floors: Premium hardwood flooring manufacturer with engineered plank technology and designer-driven collections. Direct competitor in the premium hardwood segment with overlapping dealer distribution.

Broad incumbents

• Shaw Industries: Diversified flooring giant (hardwood, LVT, carpet, tile) with strong North American dealer relationships. Shaw's hardwood lines compete with Mirage for the same specialty dealer shelf space and residential remodeler.
• Armstrong Flooring: Long-established North American flooring brand offering hardwood alongside LVT, vinyl, and tile. Armstrong's hardwood line competes with Mirage in residential and commercial dealer channels.
• Mohawk Industries: Largest flooring manufacturer in North America with broad portfolio across hardwood, LVT, laminate, and carpet. While not a pure hardwood play, its hardwood lines (e.g., Karastan, Mohawk Hardwood) compete with Mirage in the dealer channel.

Regional players

• Kahrs Group: Swedish manufacturer and pioneer of engineered wood flooring with strong European presence and growing North American distribution. Compares to Mirage on engineered hardwood technology and design collections, but operates primarily outside Mirage's core markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/miragecorpo

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&A

Investments

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

Frequently asked questions about Mirage