AJ Rose Carpet & Flooring

What AJ Rose Carpet & Flooring does

AJ Rose Carpet & Flooring is a privately held, family-owned flooring retailer founded in 1977 and headquartered in Natick, Massachusetts. The company operates five retail showrooms across Eastern Massachusetts — Burlington, Natick, Lynnfield, Needham, and Belmont (the last opened April 1, 2026) — and serves residential and commercial customers throughout the Greater Boston area, including Arlington, Brookline, Belmont, Burlington, Chestnut Hill, Lexington, Newton, Wellesley, Wilmington, Winchester, and Woburn. Its core offering is a multi-category flooring platform spanning carpet, hardwood, laminate, vinyl, tile, area rugs, stair treads, and (more recently) wall paneling, with products sourced from leading national brands including Mohawk, Shaw, Karastan, Pergo, Mannington, Masland, Stanton, COREtec, Daltile, and Armstrong. AJ Rose is a member of the National Floorcovering Alliance, an elite group of fewer than 0.1% of North American flooring dealers whose admission criteria include $10M+ in sales.

The company layers a digital toolset on top of its physical retail footprint, including the Roomvo Inspire AI-powered room visualizer (third-party computer vision integration), an online Measure Tool, a Flooring Finder, a registered-user Workbook/Idea Book, and a Shop-At-Home service that brings over 2,000 samples to a customer's home for in-home consultation and no-cost quotes. Products are sold through showrooms, the company's website (ajrosecarpets.com), an external area-rug storefront at rugs.shop, and a dedicated Commercial Flooring division. The company carries brand-specific proprietary technologies including Pergo WetProtect and GenuEdge, Shaw RX2 and LifeGuard, Mohawk SmartStrand, and Mannington ScratchResist, and holds a registered AJ Rose Carpets & Flooring trademark.

Revenue is generated primarily through one-time product sales (carpet, hardwood, vinyl, tile, area rugs, stair treads, wall paneling) bundled with professional installation, refinishing, and custom rug/runner services. Pricing is quote-based, established after in-store or in-home consultation, with promotional discounts (typically 10% off materials up to $500) tied to scheduled appointments, referrals, and seasonal campaigns, and 24-month no-interest financing offered subject to credit approval. Go-to-market spans five direct-to-consumer showrooms, an inside-sales motion via online forms and phone consultations, Shop-At-Home in-home estimates, a commercial field-sales channel, and partnership-driven demand through an Interior Designer Affiliate Program and a customer referral program. The company is BBB A+ accredited, has earned Best of Boston Home recognition three times, maintains a 4.9 Google rating across more than 1,000 reviews, and reports no parent company, no institutional investors, and no public funding rounds.

Name

AJ Rose Carpet & Flooring

Legal name

AJ Rose Carpets & Flooring

Website

https://ajrosecarpets.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

AJ Rose Carpet & Flooring is a family-owned flooring retailer founded in 1977, operating five showrooms across Eastern Massachusetts to sell and professionally install carpet, hardwood, vinyl, laminate, tile, area rugs, stair treads, and wall paneling for residential and commercial customers in the Greater Boston market.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121), Flooring Contractors (238330)

SIC

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

akta.pro industry

PRIMARYCRAIAGAB

Hardwood Flooring Retail

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

SECONDARYCRAIAGAK

Flooring Installation Services (Retailer-Affiliated)

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

SECONDARYHSAPAGAA

Hardwood Floor Installation

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

Keywords

• Flooring retail
• Carpet sales
• Flooring installation
• Hardwood flooring
• Area rugs

Headquarters

HQ city

Burlington

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring product sales: One-time retail sales of carpet, hardwood, vinyl, laminate, tile, area rugs, stair treads, and wall paneling sourced from top brands (Mohawk, Shaw, Karastan, Pergo, Mannington, Masland, Stanton, COREtec, Daltile, Armstrong). Sold in-store, online, or via Shop-At-Home.
2. Professional flooring installation services: Installation services bundled with material purchases across all flooring categories, plus stair runner custom fitting, refinishing, and commercial project work.
3. Flooring financing: 24-month no-interest financing offered to qualifying customers on new flooring orders, subject to credit approval.
4. Referral and interior designer programs: Referral program rewarding senders with a free pre-bound area rug ($159 retail value or less) and giving referred friends 10% off qualifying purchases. Interior Designer Affiliate Program drives co-marketed flooring projects.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

AJ Rose Carpet & Flooring is a family-owned Greater Boston retailer that sells carpet, hardwood, laminate, vinyl, tile, area rugs, stair treads, wall paneling, and commercial flooring from brands such as Mohawk, Shaw, Karastan, Pergo, Mannington, COREtec, Daltile, Armstrong, and Stanton across five showrooms in Eastern Massachusetts. The company bundles these materials with professional in-home consultation (Shop-At-Home), measurement, custom stair-runner fitting, refinishing, and installation services, supplemented by 24-month no-interest financing and a commercial flooring division.

Product overview

AJ Rose Carpet & Flooring operates a multi-product retail flooring platform rather than a single unified product. The core offering is a portfolio of six flooring categories — Carpet, Hardwood, Laminate, Vinyl, Tile, and Area Rugs — plus Stair Treads, Wall Paneling, and Commercial Flooring, sold across five showroom locations in the Greater Boston area. On top of this physical product catalog sits a digital services layer that includes the Roomvo Inspire Room Visualizer, Measure Tool, Flooring Finder, the Workbook/Idea Book, Shop At Home scheduling, Flooring Financing, the Interior Designer Program, Refinishing, and Custom Rug/Runner services. Sub-brands and featured product lines such as Pergo Extreme, Pergo Elements, Mohawk, Shaw, Karastan, Stanton, Masland, Mannington, Daltile, COREtec, and Armstrong round out the assortment, while NFA membership, BBB accreditation, and Google reviews (4.9/1000+) provide reputational backing.

Differentiator

Problem solved

Functional benefit

Products and services

• Carpet Flooring Soft flooring category offered in multiple styles (textured, Saxony/plush, frieze, cable, looped, cut & loop) for residential and commercial applications, sourced from brands including Shaw, Mohawk, Karastan, Stanton, Masland, Mannington, and Anderson-Tuftex.
• Hardwood Flooring Solid and engineered hardwood flooring lines, including Karastan BelleLuxe and LuxeCraft, Mohawk RevWood and TecWood, and Floorte Hardwood, sold for residential and commercial spaces.
• Laminate Flooring Waterproof wood-look laminate flooring from Mohawk and other brands, designed to mimic hardwood or stone at an affordable price with scratch and stain resistance for busy households and high-traffic areas.
• Vinyl Flooring Luxury vinyl flooring including Luxury Vinyl Plank (LVP) and Luxury Vinyl Tile (LVT), waterproof options, and sheet vinyl featuring COREtec, Pergo Extreme, and Mohawk SolidTech lines for kitchens, bathrooms, and basements.
• Tile Flooring Ceramic, porcelain, and natural stone tile products from brands like Daltile and Mohawk for kitchens, bathrooms, backsplashes, walls, and entryways, available in many colors, sizes, and textures.
• Area Rugs Decorative area rugs and rug pads in many styles, sizes, and textures, sold through an integrated external store at rugs.shop and through AJ Rose showrooms, including custom rugs and custom runners.
• Stair Treads and Custom Runners Carpet stair treads and stair runners, including custom stair runners in wool, synthetic, or blended fibers, with professional measurement and installation services.
• Wall Paneling Acoustic wood slat wall panels with 3D fluted design, available in warm beiges to rich browns, designed for both decorative use and sound absorption in homes and offices, with screw-to-stud installation and included black screws.
• Commercial Flooring Commercial flooring solutions including commercial carpet (modular, broadloom, entryway systems), resilient sheet, rubber sheet and tile, rubber wall base, hardwood, and Amtico LVT, serving business owners across Eastern Massachusetts.
• Pergo Extreme (Luxury Vinyl) Premium rigid vinyl flooring line featuring WetProtect lifetime surface and subfloor waterproof warranty, GenuEdge edge technology, Comfort Core sound absorption, and RealPlank technology. 100% waterproof, pet-proof, kid-proof, and dent-proof, with Originals, Preferred, and Ultra collections.
• Pergo Elements (Laminate) Pergo's laminate flooring line with waterproof protection, stain resistance, enhanced durability, and a premium attached pad.
• Shop At Home Service Mobile shopping service where AJ Rose brings over 2,000 flooring samples to the customer's home, provides consultation, measurement, and a no-cost quote on-site.
• Flooring Financing Special financing program offering 24-month no-interest terms if equal monthly payments are made, subject to credit approval, on flooring purchases.
• Hardwood Refinishing Service Hardwood floor refinishing service for restoring existing floors.
• Custom Rugs and Custom Runners Bespoke custom rugs and custom stair runners cut and bound to customer specifications, with pre-bound in-stock area rugs available through the showroom referral program.
• Roomvo Inspire Room Visualizer AI-powered room visualization tool that lets users upload a photo of their room or pick a demo room and preview different flooring products applied to the space, built on the third-party Roomvo platform and embedded on the AJ Rose website.
• Online Measure Tool Web tool that allows customers to enter room dimensions and save layouts to use for an estimate or appointment, paired with a registered-user Workbook (Idea Book) for saving design ideas and flooring preferences.

Quantifiable outcome

• 4.9 Google rating based on 1,000+ reviews
• +3 more outcomes

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature10 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• National Floorcovering Alliance (NFA)flagshipStrategic or Co-development PartnerMember of an elite peer group of fewer than 0.1% of carpet and flooring dealers. NFA membership requires $10M+ sales, preeminent industry reputation, and unanimous approval from all existing members. Enables sharing of ideas and best practices with non-competing leading retailers across North America.
• MohawkcoreStrategic or Co-development PartnerFeatured carpet, hardwood, laminate, vinyl, and tile brand carried by AJ Rose; Mohawk products prominently displayed on the homepage and brand pages including SmartStrand Forever Clean, RevWood, TecWood, SolidTech, and Pergo (under Mohawk).
• Shaw Industries (Shaw Floors)coreStrategic or Co-development PartnerFeatured carpet brand including Anso nylon with RX2 Stain and Soil Protection, Softbac Platinum Backing, and LifeGuard Spill-proof Backing technologies; prominently listed as a top brand across the site.
• KarastancoreStrategic or Co-development PartnerFeatured carpet and hardwood brand with collections like BelleLuxe, LuxeCraft, and SmartStrand; AJ Rose is a stocking retailer with a Karastan showcase at its Lynnfield, MA store.
• Pergo (Mohawk-owned)coreStrategic or Co-development PartnerFeatured Pergo Extreme luxury vinyl and Pergo Elements laminate lines with WetProtect, GenuEdge, Comfort Core, and RealPlank technologies; flagship vinyl line on the AJ Rose site.
• ManningtoncoreStrategic or Co-development PartnerFeatured hardwood, laminate, luxury vinyl sheet, ADURA, and commercial flooring brand carried by AJ Rose, with Mannington ScratchResist technology highlighted.
• Masland Carpets and RugscoreStrategic or Co-development PartnerFeatured broadloom carpet and area rug brand founded in 1866 with wool, nylon, commercial broadloom, and luxury vinyl tile offerings stocked by AJ Rose.
• Stanton CarpetsminorStrategic or Co-development PartnerFeatured carpet brand since 1980 offering custom, branded, and decorative rugs; AJ Rose stocks Stanton flooring including stair runners and area rugs.
• COREtecminorStrategic or Co-development PartnerFeatured under the Vinyl product category with a dedicated /coretec-floors-boston-ma/ landing page; COREtec is highlighted for sale events.
• Armstrong FlooringminorStrategic or Co-development PartnerFeatured hardwood flooring brand with a dedicated /armstrong-hardwood-flooring-boston-ma/ landing page promoted in on-sale specials.
• DaltileminorStrategic or Co-development PartnerFeatured tile brand with logo on the homepage and a Spring Sale promotion offering 60% off Daltile tile.
• RoomvocoreTechnology or IntegrationRoomvo Inspire visualizer is embedded across the AJ Rose site to let customers upload photos of their rooms and preview different flooring styles.
• Affiliated Interior DesignersminorGTM or Marketing PartnerInterior Designer Affiliate Program partners with trained interior designers who use AJ Rose flooring for client projects, with featured designers showcased on a dedicated page.
• Customer ReferrersminorGTM or Marketing PartnerRefer-a-friend program rewards referrers with a free area rug and gives referred friends 10% off their qualifying purchase ($1,500+).

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Empire Today: Empire Today is a national flooring retailer whose core model is bringing samples to customers' homes and providing installed flooring - directly mirroring AJ Rose's Shop-At-Home and bundled product-plus-installation offering. Same product categories, same direct-to-consumer project motion.
• LL Flooring: LL Flooring (formerly Lumber Liquidators) is a national flooring retailer carrying hardwood, vinyl, laminate, and tile - directly overlapping AJ Rose's assortment. It competes on price and assortment breadth in the same product categories.
• Floor & Decor: Floor & Decor is a specialty big-box flooring retailer with a multi-category assortment (hardwood, tile, vinyl, laminate) that overlaps directly with AJ Rose's product mix. It competes for both DIY and pro customers in adjacent and overlapping geographies.
• Carpet One Floor & Home: Carpet One Floor & Home is a cooperative of independent flooring retailers with a comparable member-store model, multi-category flooring assortment, and installed-sales motion. Like AJ Rose, member stores combine local ownership with national purchasing power.

Broad incumbents

• Shaw Industries: Shaw Industries is a leading U.S. flooring manufacturer whose carpet and resilient lines (RX2, LifeGuard, Softbac Platinum) are stocked by AJ Rose. Shaw's Floors Direct and aligned dealer programs position it as a broader incumbent influencing the same retail market.
• The Home Depot: The Home Depot is a national home-improvement retailer carrying flooring, installation services, and financing across the same product categories as AJ Rose. It competes on price, convenience, and one-stop shopping in the Greater Boston market.
• Mohawk Industries: Mohawk Industries is one of the world's largest flooring manufacturers and a key brand partner of AJ Rose (Mohawk, Pergo, Karastan, SmartStrand). It overlaps with AJ Rose as a competitor at the brand level through Mohawk's own retail programs and commercial channels.
• Lowe's: Lowe's is a national home-improvement retailer with a flooring department that sells hardwood, tile, vinyl, laminate, and installation services, directly competing with AJ Rose on assortment and project execution in Eastern Massachusetts.

Regional players

• The Floor Store: The Floor Store is a multi-location independent flooring retailer offering carpet, hardwood, tile, and vinyl with installation services. It mirrors AJ Rose's regional multi-store retail-and-installation model in a different U.S. market.
• Great Floors: Great Floors is a regional U.S. flooring retailer in the Pacific Northwest with multi-category showrooms and installation services - structurally analogous to AJ Rose's Eastern Massachusetts footprint but serving a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/aj-rose-carpets-flooring
• Instagraminstagram.com/ajrosecarpets
• Xx.com/AJRoseFlooring

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 AJ Rose Carpet & Flooring