FlorStar Sales Inc.

What FlorStar Sales Inc. does

FlorStar Sales, Inc. is a privately-held, family-owned wholesale distributor of residential and commercial floor covering products, founded in 1988 via management buyout from Carson Pirie Scott and headquartered in Romeoville, Illinois. The company sells a full spectrum of flooring — including VCT, luxury vinyl tile, sheet vinyl, hardwood, laminate, carpet, rubber tile, porcelain tile, and installation sundries — from 15+ globally-recognized brands (Armstrong, Tarkett, Bruce, Ardex, Sika, Milliken, Johnsonite, Inhaus, Audacity, Bella Cera, Hartco, NextFloor, VPI) to floor covering retailers and flooring contractors across 10 midwest states (IL, IA, MI, MN, WI, Northern IN, NE-Omaha/Lincoln, Eastern OH, ND, SD).

The business operates through a hybrid network of company-owned distribution facilities (Romeoville IL, Des Moines IA, Romulus MI) and third-party logistics partners (Braun Express, Xpress Global Systems, Chicago Hardwood Flooring) that enable will-call pickup and custom delivery. Order capture is conducted via phone/fax and the proprietary i-Focus online portal, which provides 24/7 real-time inventory visibility, pricing, order tracking, and invoice management with tiered customer access. A wholly-owned subsidiary, Florstar Tile, extends the model into proprietary branded porcelain tile with 10 collections.

FlorStar generates revenue through wholesale transactional sales with quote-based, undisclosed pricing, and serves a hybrid customer base split between commercial and residential flooring segments. The company employs 251-500 people, has no institutional or venture capital backing, and is led by founder/chairman Wade Cassidy with Scott Rozmus as President & CEO, Greg Stirrett as CFO, and Kelly Cassidy as VP/General Counsel. Industry association memberships include NAFCD and NWFA.

Name

FlorStar Sales Inc.

Legal name

Florstar Sales, Inc.

Website

https://florstar.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

251–500 employees

Short description

FlorStar Sales is a privately-held, family-owned wholesale floor covering distributor founded in 1988, serving retailers and contractors across 10 midwest states with residential and commercial flooring from 15+ major brands via owned and 3PL distribution facilities and its proprietary i-Focus ordering platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Romeoville

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Flooring Distribution: FlorStar generates revenue by selling flooring products (vinyl, laminate, hardwood, carpet, tile, accessories) at wholesale prices to floor covering stores and flooring contractors. The company maintains deep local inventories and provides product consultation and custom delivery options including will calls throughout their distribution network.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

FlorStar Sales is a wholesale floor covering distributor that buys flooring and acoustical-control products in bulk from leading manufacturers and resells them at wholesale prices to floor covering stores and flooring contractors across the U.S. Midwest. The company maintains deep local inventories, provides product and design consultation, custom delivery and will-call service, and operates the i-Focus online ordering system for 24/7 order placement, real-time inventory, pricing, and order status.

Product overview

FlorStar Sales is a wholesale floor covering distributor offering both residential and commercial flooring solutions. The product portfolio is organized into two main solution categories: Residential Solutions (including waterproof, hardwood, laminate, vinyl & tile, groutable vinyl & tile, carpet & cushion, and porcelain tile) and Commercial Solutions (including VCT, LVT, PVC-free, sheet vinyl, static control, acoustic solutions, slip retardant, waterproof, laminate, installation accessories, hardwood, carpet & cushion, and wall base). The company distributes products from globally-recognized brands including Armstrong, Audacity, Bella Cera, Bruce, Hartco, Inhaus, Milliken, Sika, and Tarkett. Supporting the product distribution is the i-Focus online ordering platform for 24/7 order management and FlorStar Tile, a custom porcelain tile portfolio with 10 collections. The company also offers e-Shopping Tools including room visualizers integrated with vendor platforms and a Quick-Ship sample program.

Differentiator

Problem solved

Functional benefit

Brands

• i-Focus: Online order management system allowing customers to place orders, check real-time inventory, check pricing, view order status, and view/print invoices 24/7.

Products and services

• Residential Waterproof Flooring Waterproof flooring distributed at wholesale to retailers and contractors for residential installations such as bathrooms, kitchens, and basements.
• Residential Hardwood Flooring Solid and engineered hardwood flooring from brands including ArborCraft and Bella Cera, distributed at wholesale to retailers and contractors for residential projects.
• Residential Laminate Flooring Laminate flooring from brands including Bruce and Inhaus, distributed at wholesale for residential applications.
• Residential Vinyl & Tile Flooring Vinyl sheet and tile flooring including luxury vinyl tile (LVT) from Armstrong Flooring and Tarkett, distributed at wholesale for residential use.
• Residential Groutable Vinyl & Tile Groutable vinyl and tile products such as Armstrong Alterna Engineered Tile, offering tile appearance with vinyl durability, distributed at wholesale for residential use.
• Residential Carpet & Cushion Carpet and cushion products from brands including Milliken, distributed at wholesale for residential applications.
• Porcelain Tile Collections Custom porcelain tile portfolio of 10 collections spanning wood-look, stone-look, travertine-look, marble-look, mosaic stone, white wall tile, hexagon, and terrazzo-look designs, distributed through the Florstar Tile subsidiary.
• Residential Adhesive, Floor Care & Sundries Installation accessories including adhesives, underlayment, acoustic underlayment, and installation tools from brands including ARDEX, HENRY, Sika, and Tego, distributed at wholesale for residential installations.
• Commercial Vinyl Composition Tile (VCT) Commercial VCT flooring from Armstrong Flooring, Tarkett (formerly Azrock), and VPI for high-traffic commercial spaces, distributed at wholesale to retailers and contractors.
• Commercial Luxury Vinyl Tile (LVT) Commercial LVT flooring from Armstrong Flooring, Hartco, and Tarkett for commercial applications, distributed at wholesale.
• Commercial PVC-Free Flooring PVC-free commercial flooring including Ceramin from Inhaus and rubber products from Tarkett, distributed at wholesale.
• Commercial Sheet Vinyl Commercial sheet vinyl and linoleum flooring from Armstrong Flooring, Hartco, and Tarkett, distributed at wholesale for commercial installations.
• Commercial Static Control/ESD Flooring Static control and ESD (electrostatic discharge) flooring from Armstrong Flooring and VPI for sensitive electronic environments, distributed at wholesale.
• Commercial Acoustic Solutions Acoustic flooring solutions designed to reduce sound transmission in commercial spaces, distributed at wholesale as part of FlorStar's acoustical control products portfolio.
• Commercial Slip Retardant Flooring Slip retardant flooring from Armstrong Flooring for wet or high-traffic areas requiring enhanced safety, distributed at wholesale.
• Commercial Waterproof Flooring Waterproof flooring solutions for commercial applications, including Audacity Liberty hybrid products, distributed at wholesale.
• Commercial Laminate Flooring Commercial laminate flooring from Audacity and Inhaus for commercial installations, distributed at wholesale.
• Commercial Installation & Maintenance Accessories Installation, maintenance, and accessory products from Sika, Tarkett, and VPI distributed at wholesale for commercial flooring installations.
• Commercial Hardwood Flooring Commercial hardwood flooring from Armstrong Flooring (Timbertones), Bruce, and Hartco, distributed at wholesale.
• Commercial Carpet & Cushion Commercial carpet and cushion products from Milliken, NextFloor, and Healthier Choice, distributed at wholesale.
• Commercial Wall Base Wall base molding and trim from Armstrong Flooring, Johnsonite (Tarkett), and VPI distributed at wholesale for commercial installations.
• i-Focus Online Ordering System Proprietary customer-facing online order management portal allowing 24/7 order placement, real-time inventory checking, pricing verification, product knowledge access, order status tracking, and invoice viewing/printing, with password protection and varying access levels.
• FlorStar e-Shopping Tools Suite of digital shopping tools including the Quick-Ship sample cutting program, i-Focus portal, FlorStar YouTube training channel, Pinterest inspiration page, and vendor virtual room visualizer integrations.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

18 partnerships are on record, tiered core and minor.

• Braun ExpresscoreOthersLogistics partner providing distribution services with facilities in New Berlin, WI and St. Paul, MN to support FlorStar's midwest distribution network.
• Xpress Global SystemscoreOthersLogistics partner with facility in Caledonia, MI (Grand Rapids area) providing distribution and delivery services as part of FlorStar's logistics network.
• Chicago Hardwood FlooringcoreOthersLogistics partner with facility in Palatine, IL providing hardwood flooring distribution services within FlorStar's network.
• Armstrong FlooringcoreChannel Partner/ Reseller/ DistributorMajor brand partner for whom FlorStar serves as wholesale distributor, providing VCT, luxury vinyl tile, sheet vinyl, hardwood, wall base, static control, slip retardant, and installation accessories.
• TarkettcoreChannel Partner/ Reseller/ DistributorMajor brand partner for whom FlorStar serves as wholesale distributor, providing ProGen, NuGen, VCT, heterogeneous sheet, rubber, and related flooring products.
• Bruce HardwoodcoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar serves as wholesale distributor, providing hardwood flooring products including LifeSeal waterproof flooring.
• InhauscoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar distributes laminate flooring and Ceramin products.
• Audacity FlooringcoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar distributes waterproof and laminate flooring products.
• Bella CeracoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar distributes hardwood flooring products including Villa Bocelli collection.
• ArdexcoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar distributes adhesive and floor preparation products.
• SikacoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar distributes installation and maintenance accessories including Sika MB EZ Rapid for moisture mitigation.
• MillikencoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar distributes commercial and residential carpet products.
• JohnsonitecoreChannel Partner/ Reseller/ DistributorBrand partner (part of Tarkett) for whom FlorStar distributes commercial wall base products.
• HartcocoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar distributes commercial hardwood flooring products.
• NextFloorcoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar distributes commercial carpet products including Clean Step.
• VPI CorporationcoreChannel Partner/ Reseller/ DistributorBrand partner for whom FlorStar distributes wall base, VCT, and static control flooring products.
• NAFCDminorOthersNorth American Association of Floor Covering Distributors - industry association membership providing networking and industry resources.
• NWFAminorOthersNatural Wood Flooring Association - industry resource for natural wood flooring information for both consumers and retailers.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• H.J. Martin and Son: Privately-held, family-owned flooring and building products distributor headquartered in Green Bay, Wisconsin. Closest comparable peer — also a multi-generation family-owned wholesale flooring distributor serving retailers and contractors across the upper Midwest with a similar residential + commercial product mix.
• Galleher LLC: One of the largest privately-held floor covering distributors in the western United States, headquartered in Santa Fe Springs, California. Highly comparable B2B wholesale distribution model serving flooring retailers and contractors with branded product portfolios.
• William M. Bird and Company: Privately-held wholesale flooring distributor based in North Charleston, South Carolina, with a comparable regional distribution model. Family-owned like FlorStar and serves flooring retailers across the Southeast with similar residential and commercial product categories.
• Swiff-Train Company: Texas-based wholesale flooring distributor serving retailers and contractors across the South-Central U.S. Closely-held with a multi-regional distribution footprint, directly comparable in product mix and B2B go-to-market.
• T&A Supply Company: Privately-held flooring distributor headquartered in Grand Rapids, Michigan — directly overlapping FlorStar's Michigan market. Comparable specialty flooring wholesale model serving independent retailers and contractors.

Broad incumbents

• Mohawk Industries: World's largest flooring manufacturer (NYSE: MHK) with vertically-integrated distribution and proprietary retail programs. Comparable because its carpet, LVT, and hard surface product lines flow through FlorStar as a distributor; a structural threat if it bypasses regional distributors.
• Shaw Industries: Berkshire Hathaway-owned flooring manufacturer and the largest carpet producer in the world with broad residential and commercial offerings. Operates a mix of direct sales and distributor channels, directly comparable to FlorStar's upstream suppliers.
• Mannington Mills: Privately-held, family-owned U.S. flooring manufacturer with residential and commercial product lines including LVT, hardwood, sheet vinyl, and carpet. Comparable because Mannington's products are distributed through independent wholesalers like FlorStar, making it both a supplier and a strategic comparable.

Others

• ABC Supply Co. Largest wholesale distributor of roofing, siding, and exterior building products in North America. Adjacent comparable as a large, well-run, family-controlled specialty building products distributor; useful for benchmarking operating and growth profiles even though its product set does not overlap.

Emerging players

• TileBar: Direct-to-consumer online tile and flooring retailer offering porcelain, ceramic, and mosaic products. Comparable as a porcelain tile competitor to Florstar Tile (the company's owned sub-brand) and as a representative of the digital-native channel pressuring traditional wholesale distribution economics.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@florstarflooring
• Pinterestpinterest.com/florstarflooring
• LinkedInlinkedin.com/company/florstar-sales-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 FlorStar Sales Inc.