Norsk

What Norsk does

Norsk (legal entity: Norsk-Stor.com, dba NORSK™ Flooring and Storage Systems) is a private US specialty manufacturer founded in 2007 under The Parallax Group International and headquartered in Aliso Viejo, California, with 11-50 employees. The company designs, manufactures, and sells interlocking flooring and modular wall storage products direct-to-consumer through its own e-commerce website, norsk-stor.com, with no third-party retail or distribution documented. Its product line is split across two franchises: a flooring franchise (interlocking EVA foam mats in solid, reversible, faux wood, and children's designer finishes; multi-purpose PVC tiles in raised coin, raised diamond, hidden-joint, Rhino-Tec, and vented-drain patterns; gym flooring including Rubber-Tec dual-density tiles; and anti-fatigue mats) and a storage franchise built around the NorskWall slatwall and NorskTrack horizontal panel systems, supported by hooks, baskets, shelves, and bags. Product pricing is transparent and unit-based, with foam mats around $25-$40 per multi-pack, PVC tile packs around $50-$55, and storage value packs from $99 to $124, plus volume discounts above 10 units.

Underlying the product line is a portfolio of granted US design and utility patents that protect the company's core mechanical differentiators: the Truly Reversible foam mat design with dual anti-slip surfaces, a Mushroom Tooth interlocking geometry for PVC tiles, an Air-Dry moisture-management system that lets sub-floors breathe, a Hidden Tooth design that produces flush joints, and the Kwik-Connect panel locking system plus Kwik-Lock accessory mechanism used across the NorskWall/NorskTrack storage platforms. These patents create genuine lock-in: once a customer has installed a Norsk floor or NORSKWALL panel system, replacement tiles and additional accessories must be purchased from Norsk because the proprietary tooth/lock geometry is not interchangeable with competitor products. Products are made from recycled EVA and PVC inputs, are certified non-toxic, latex-free, lead-free, allergen-free, and phthalate-free to ASTM F963 Child Safe and California Proposition 65 standards, and carry a limited lifetime warranty on foam mats.

Norsk monetizes exclusively through one-time unit sales on its owned storefront, with no subscription, rental, or licensing model. Its go-to-market is direct-to-consumer only, supported by an email newsletter, a blog, and online design tools (NORSK Floor Designer and Norskwall Designer) intended to drive conversion and reduce purchase friction for DIY customers. Customer segmentation spans individual homeowners (garages, basements, playrooms, home gyms), commercial fitness facilities (gyms, studios, martial arts schools), and small commercial/retail buyers, with the homeowners and DIY consumer segment identified as primary. The company is founder-controlled under The Parallax Group International, has not raised institutional capital, operates only in the United States, and shows no disclosed M&A, partnerships, or leadership transitions in the available record.

Name

Norsk

Legal name

Norsk-Stor.com

Website

https://norsk-stor.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Norsk is a private US manufacturer of patented interlocking foam mats, PVC floor tiles, and modular wall storage systems, selling direct-to-consumer via norsk-stor.com to DIY homeowners, home gym users, and small commercial fitness and retail customers across the United States.

Ownership category

akta.pro rank

Product category

Modular Flooring and Storage Systems

NAICS

Carpet and Rug Mills (314110)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Carpet Tile Manufacturing (Modular) (IMAOAJAB)

akta.pro secondary industries

Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL), Industrial Matting, Flooring & Safety Rubber Products (IMANALAI)

Keywords

• Interlocking floor tiles
• PVC garage flooring
• Foam floor mats
• Modular wall storage
• Slatwall storage systems

Headquarters

HQ city

Aliso Viejo

HQ country

United States

HQ region

North America

Offices1 record

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. Direct Product Sales: One-time product sales of interlocking foam mats, PVC flooring tiles, and storage organization systems. Customers purchase tiles, accessories, and kits through the e-commerce website. Revenue is generated through individual product transactions with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Norsk manufactures and sells interlocking foam floor tiles, multi-purpose PVC flooring tiles, and modular slatwall storage systems directly to consumers through its e-commerce website (norsk-stor.com). Product lines include patented Truly Reversible foam mats, PVC tiles with mushroom tooth and hidden interlocking designs, anti-fatigue and gym flooring, and the NorskWall/NorskTrack wall organization systems with proprietary Kwik-Connect technology and Kwik-Lock accessories. Products are designed for DIY installation without professional assistance and are targeted at homeowners, fitness facilities, and commercial workspaces.

Product overview

Norsk offers two integrated product lines: flooring solutions and storage organization systems. The flooring portfolio includes interlocking foam floor tiles (available in solid color, reversible color, children's designer, and faux wood finishes), multi-purpose PVC flooring with patented mushroom tooth design (offering raised coin, raised diamond, Rhino-Tec sport, and vented drain patterns), hidden interlocking PVC tiles with flush-joint design, gym flooring with shock-absorbent Rubber-Tec technology, and anti-fatigue mats. The storage division features the NorskWall modular slatwall system and NorskTrack horizontal panel system, both utilizing proprietary Kwik-Connect technology, supported by a full range of accessories including hooks, baskets, shelves, and bags. The company also provides online design tools (Floor Designer and Norskwall Designer) to help customers plan installations. Products are designed for easy consumer installation without professional assistance.

Differentiator

Problem solved

Functional benefit

Brands

• Duraflex: Premium foam mat product line featuring enhanced durability and thickness options for high-impact applications
• Rhino-Tec
• Rubber-Tec
• NorskWall
• NorskTrack
• Air-Dry
• Kwik-Connect
• Kwik-Lock

Products and services

• NORSK Foam Flooring Interlocking foam floor tiles made from recycled EVA materials, available in solid color, reversible color, children's designer, and faux wood patterns. Designed for DIY installation in residential and commercial settings with shock-absorbent and thermally insulating properties.
• NORSK PVC Flooring Multi-purpose interlocking PVC floor tiles featuring patented mushroom tooth design with Air-Dry technology for moisture management. Includes raised coin, raised diamond, Rhino-Tec sport finish, and vented drain patterns for garage, basement, and commercial applications.
• NORSK Hidden Interlocking PVC Floor Tiles PVC flooring with patented hidden interlocking tooth design that creates flush joints for a sleek, seamless finish. Available in leather texture with 0.28 inch thickness for residential and commercial use.
• NORSK Anti-Fatigue Mats Specialized mats designed to reduce fatigue when standing for extended periods, suitable for workshops, industrial workstations, and other standing work areas.
• NORSK Gym Flooring Heavy-duty flooring solutions for gym and fitness environments including Rubber-Tec Gym tiles with dual-density construction and Rhino-Tec textured finish for shock absorption, floor protection, and high-impact use.
• NorskWall System Modular slatwall storage system using patented Kwik-Connect technology for quick installation. Made from heavy-duty cellular PVC with various accessory options including hooks, baskets, shelves, and bags for garage and workshop organization.
• NorskTrack System

Quantifiable outcome

• Products compliant with ASTM F963 Child Safe rating - non-toxic, latex free, lead free, allergen free, phthalate free
• +1 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

Feature7 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ModuTile: ModuTile produces interlocking modular floor tiles (both foam and hard plastic) sold direct-to-consumer for home gyms, garages, and playrooms, overlapping Norsk's core product categories and DIY e-commerce channel.
• IncStores: IncStores is a direct-to-consumer retailer/manufacturer of interlocking EVA foam mats, rubber gym tiles, and garage PVC floor tiles, with near-identical SKU structure, target customer (DIY home, gym, garage), and e-commerce go-to-market as Norsk.
• NewAge Products: NewAge Products manufactures modular slatwall storage systems (Flow Wall), garage cabinets, and interlocking PVC floor tiles, directly competing with Norsk's NorskWall storage and PVC flooring lines while having a stronger retail distribution footprint.
• Greatmats: Greatmats is a direct competitor offering interlocking foam floor tiles, PVC garage tiles, gym flooring, and anti-fatigue mats, serving the same homeowner, gym, and commercial segments with a comparable online configurator-driven sales model.
• RaceDeck: RaceDeck manufactures interlocking modular garage floor tiles (its original SnapCarpet and TuffShield product lines) directly competing with Norsk's PVC garage tile offerings in the same automotive/garage enthusiast channel.
• FlowWall Inc. FlowWall manufactures modular slatwall storage panels and accessories with patented interconnecting systems, directly comparable to NorskWall and NorskTrack in product design, target market (garage/workshop), and use of proprietary locking mechanisms.

Broad incumbents

• Gladiator (Whirlpool brand): Gladiator by Whirlpool is a large incumbent in garage organization offering slatwall (GearWall), modular flooring (GearFloor), and storage accessories; competes with NorskWall and Norsk PVC tiles at a much larger retail scale (Home Depot, Lowe's) and broader product portfolio.

Emerging players

• Rough Country: Rough Country has expanded from suspension/automotive accessories into garage flooring (interlocking LED and standard PVC tiles), bringing automotive-channel distribution that overlaps with Norsk's Rhino-Tec garage product line.
• Rubber Flooring Inc. Rubber Flooring Inc. sells rubber gym flooring, rolled rubber, and interlocking rubber tiles directly to home gym and commercial fitness customers, overlapping with Norsk's Rubber-Tec and dual-density gym tile offerings.
• Raised Floor Solutions / Big Floors: Big Floors offers modular interlocking foam and plastic floor tiles for trade shows, events, and residential use, representing a niche peer with partial product overlap in the modular foam tile category where Norsk plays.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/norskstor
• Facebookfacebook.com/NorskStor

Compliance2 records

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 Norsk