What Riemer Floors does

Riemer Floors is a privately held, family-owned flooring retailer founded in 1946, headquartered in Bloomfield Hills, Michigan, and operating as a member of the KSI Family of Brands. The company operates two showrooms — a flagship in Bloomfield Hills and a secondary location inside the KSI Kitchen & Bath Design Center in Northville — and serves the Metro Detroit regional market. Its product catalog spans hardwood, luxury vinyl, vinyl, carpet, patterned carpet, carpet tile, laminate, tile, and area rugs, distributed under major brand lines including Karastan, Mohawk (SmartStrand, RevWood), Pergo, Anderson Tuftex, CoreTec, Daltile, Mannington, and Shaw Floors.

The business is structured around product sales bundled with professional installation services performed by insured and certified installers, supported by an integrated suite of attached services: the Roomvo-powered Room Visualizer for pre-purchase visualization, a Shop-at-Home in-home consultation service, consumer financing through Synchrony Bank, and a 3-year Protect Plus accidental damage protection plan. Commercial and builder customers are served through a dedicated sales division (led by Steve Frederick) targeting general contractors, property managers, builders, and the A&D community across healthcare, education, hospitality, retail, and office verticals. Customer acquisition is multi-channel, including two physical showrooms, a website with online product catalog, an educational Flooring 101 content library, social media presence (Facebook, Houzz, Instagram, LinkedIn, Pinterest), and formalized Interior Designer and Realtor referral programs.

Revenue is generated primarily through one-time product sales and professional installation services, with supplementary recurring-style revenue from Protect Plus protection plans and financing referral economics. Pricing is quote-based and not publicly disclosed, and no revenue figures have been disclosed. The company competes on showroom scale (claimed largest in Metro Detroit), 75+ years of brand heritage, breadth of branded product lines, installation service capability, and its position within the diversified KSI home improvement brand portfolio.

Name

Riemer Floors

Legal name

Riemer Floors

Website

https://riemerfloors.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

11–50 employees

Short description

Riemer Floors is a family-owned flooring retailer founded in 1946, operating the largest flooring showroom in Metro Detroit from Bloomfield Hills and Northville, MI. It sells branded flooring products with professional installation, serving retail homeowners, builders, and commercial customers across the region.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

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

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

Keywords

• Flooring retail
• Hardwood flooring
• Luxury vinyl plank
• Professional installation
• Commercial flooring

Headquarters

HQ city

Bloomfield Hills

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: Retail sales of flooring materials including hardwood, carpet, luxury vinyl, laminate, vinyl, tile, and area rugs. One-time product purchases with customers paying for materials upfront or through financing.
2. Professional Installation Services: Professional flooring installation services provided by insured and certified installers. Labor billed separately from product purchases.
3. Consumer Financing: Partnership with Synchrony Bank to provide consumer financing options, enabling customers to pay for flooring over time with flexible payment plans.
4. Accidental Damage Protection: Protect Plus accidental damage protection plans offering coverage for scratches, dents, stains, burns, and other flooring accidents. Coverage up to total amount paid including installation.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Riemer Floors is a family-owned flooring retailer that sells hardwood, luxury vinyl, vinyl, carpet, patterned carpet, laminate, carpet tile, ceramic/porcelain/stone tile, and area rugs through two Metro Detroit showrooms and an online catalog. The company bundles professional installation, in-home consultations (Shop at Home), consumer financing through Synchrony Bank, and a 3-year accidental damage protection plan, and runs a dedicated commercial and builder division serving contractors, property managers, and homebuilders.

Product overview

Riemer Floors is a family-owned flooring retailer founded in 1946, operating the largest flooring showroom in Metro Detroit with locations in Bloomfield Hills and Northville, MI. The company offers a comprehensive portfolio of flooring products organized into core product categories (hardwood, luxury vinyl, vinyl, carpet, patterned carpet, laminate, carpet tile, tile, and area rugs) supported by an integrated suite of services including room visualization technology (Roomvo), in-home consultation (Shop at Home), consumer financing (Synchrony Bank), accidental damage protection (Protect Plus), and commercial/builder services. The company distributes major branded product lines including Karastan and its sub-brands (BelleLuxe, LuxeCraft), SmartStrand, Mohawk RevWood, and Pergo, while also carrying Anderson Tuftex, CoreTec, Daltile, Mannington, Shaw Floors, and numerous other flooring manufacturers. Value-added programs include Realtor and Interior Designer referral programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Hardwood Flooring Solid and engineered hardwood flooring available in multiple wood species, grades, plank widths, lengths, and finishes for residential and commercial applications, sold through Riemer Floors showrooms and online catalog.
• Luxury Vinyl Flooring Water-resistant rigid core vinyl plank and tile flooring replicating the look of hardwood, stone, or ceramic tile with enhanced durability for high-traffic areas, sold to residential and commercial customers.
• Vinyl Flooring Sheet, plank, and tile vinyl flooring options including standard and luxury variants with varying thickness and wear layer specifications, sold through the Riemer Floors catalog.
• Carpet Broadloom carpet in cut pile, loop pile, and cut-and-loop constructions available in multiple fiber types including nylon, polyester, olefin, and wool for residential and commercial buyers.
• Patterned Carpet Carpet featuring intricate patterns and designs for visual interest and statement flooring applications in both residential and commercial settings.
• Laminate Flooring Synthetic multi-layer flooring replicating natural materials with wear, design, core, and backing layers, offering click-lock installation and water-resistant options for residential projects.
• Carpet Tile Modular carpet tiles offering design flexibility and easy replacement for high-traffic commercial and residential applications.
• Tile Ceramic, porcelain, stone, and slate tile flooring options for kitchens, bathrooms, and other areas requiring moisture-resistant surfaces.
• Area Rugs Ready-made and custom-bound area rugs in various sizes, styles, and materials to complement hard and soft flooring surfaces.
• Professional Installation Services Professional flooring installation services delivered by insured and certified installers, with labor billed separately from product purchases for residential and commercial customers.
• Shop at Home Consultation In-home consultation service in which flooring experts bring curated samples to a customer's residence, conduct phone consultations, and provide personalized recommendations as part of a seven-step process from initial request through installation.
• Consumer Financing Consumer financing program offered through Synchrony Bank with flexible payment plans, competitive interest rates, promotional deferred interest options, and convenient online account management for flooring purchases.
• Protect Plus Accidental Damage Protection 3-year accidental damage protection plan covering scratches, dents, gouges, pet accidents, burn marks, spills, carpet tears, and damage to grout or stairs for carpet, laminate, hardwood, luxury vinyl, and tile, with coverage up to the total amount paid including installation.
• Commercial & Builder Services Professional flooring installation and project management services for general contractors, property managers, builders, and architectural/design professionals serving healthcare, education, hospitality, retail, and office markets through a dedicated commercial sales team.
• Interior Designer Referral Program Referral program offering interior designers a 10% client discount on products, a 40% personal use discount, a dedicated account manager, custom quoting, and priority appointments.
• Realtor Referral Program Referral program paying realtors a commission based on the retail price of products and materials supplied for referred client projects, with custom PDF literature carrying the realtor's firm branding and a dedicated sales consultant.

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Four partnerships are on record, tiered core and supporting.

• KSI Kitchen & BathcoreStrategic or Co-development PartnerRiemer Floors is part of the KSI Family of Brands, which includes Cabinets Express, Henderson Glass, KSI Kitchen & Bath, Paramount Fence, and TrueScale Studio. The Northville showroom is located inside the KSI Kitchen & Bath Design Center.
• RoomvocoreTechnology or IntegrationRoom visualizer technology partnership powering the interactive digital tool that allows customers to upload photos and visualize flooring products in their actual spaces before purchasing.
• Protect Plus (Home Solutions)supportingStrategic or Co-development PartnerAccidental damage protection program partnership offering coverage for scratches, dents, stains, burns, and other flooring accidents. Covers repair or replacement up to total amount paid including installation.
• Carpet and Rug InstitutesupportingOthersIndustry affiliation referenced in carpet density standards. Website mentions Carpet and Rug Institute's guidance on optimal carpet density values for residential (3,000+) and commercial (5,000+) applications.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Floor & Decor: Largest US specialty flooring retailer with 200+ stores, offering hardwood, tile, LVT, laminate, and installation services. Directly comparable to Riemer as a multi-category flooring retailer, but at far greater national scale.
• Carpet One Floor & Home: Cooperative flooring retail network with independently owned member stores across North America. Directly comparable to Riemer's multi-category flooring retail and installation model, but with a distributed ownership structure.
• Flooring America: Flooring franchise network offering carpet, hardwood, LVT, tile, and laminate through member retailers. Directly comparable in product mix and retailer-affiliated installation model to Riemer Floors.
• Abbey Carpet & Floor: Member-based flooring retail cooperative offering full-service flooring sales and installation. Comparable to Riemer in independent-retail model, product breadth, and emphasis on showroom-based service.
• LL Flooring (formerly Lumber Liquidators): National specialty flooring retailer carrying hardwood, LVT, and laminate with installation services. Comparable to Riemer in multi-product flooring retail, though primarily operates at larger national scale.

Regional players

• Empire Today: Mobile flooring retailer known for in-home shopping and one-day installation, primarily concentrated in the Midwest. Comparable to Riemer in regional Midwest focus and shop-at-home service model, but with a no-showroom mobile delivery approach.

Broad incumbents

• Home Depot: Largest US home improvement retailer with significant flooring assortment and installation services. Comparable to Riemer as a flooring retailer, but competes across a far broader home improvement portfolio at massive scale.
• Lowe's: National home improvement retailer offering flooring products and professional installation services. Comparable to Riemer in flooring retail and installation, but competes as a broad-line home improvement incumbent.
• Wayfair: Large online home goods retailer with significant flooring assortment. Comparable to Riemer as a flooring seller, but competes through pure e-commerce rather than showroom/service-led model.

Others

• Mohawk Industries: World's largest flooring manufacturer producing carpet, LVT, hardwood, and laminate under brands including Karastan and Pergo. Comparable to Riemer as a key upstream supplier; represents both partnership opportunity and channel-conflict risk.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/riemerfloors
• LinkedInlinkedin.com/company/riemer-floors
• Instagraminstagram.com/riemerfloors
• Pinterestpinterest.com/riemerfloors

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Riemer Floors