USFloors

What USFloors does

USFloors operates the COREtec flooring brand, a wholly-owned subsidiary of Shaw Industries Group (itself a Berkshire Hathaway company), headquartered in Dalton, Georgia. COREtec invented and patented the original 100% waterproof, kidproof, petproof luxury vinyl plank and tile category, and the company self-describes as the most recognized and largest brand in the LVP/LVT segment. The product portfolio spans three platforms: COREtec Originals (WPC construction with attached cork underlayment and 150+ colorways), COREtec Pro (SPC construction for commercial-grade durability and high-traffic environments), and COREtec Tile (grout-free tile-look with Soft Step underlayment). Tiered sub-brands (Classics, Enhanced, Premium) address entry, mid, and premium price points, with the Smartcore sub-brand distributed through Lowe's home centers for the DIY mass market.

The business model is hardware sales of luxury vinyl flooring on a per-square-foot basis (roughly $5.69–$11.99 SF), with full project pricing and installation delivered by a national network of specialty flooring retailers organized under the Shaw Flooring Network. COREtec's go-to-market relies on national advertising to drive consumer demand into local specialty retailers, supported by digital tools (Room Visualizer, Design Services), Wells Fargo financing, and a value proposition anchored on waterproof construction, GREENGUARD Gold indoor air quality certification, same-day install with no acclimation period, and lifetime limited warranty coverage. Customer segments span residential homeowners and DIY consumers as the primary base, professional installers and specialty retailers as the channel, and light commercial buyers served by the Pro line. Geography is North American (US and Canada), with no disclosed international expansion.

Name

USFloors

Legal name

COREtec, All Rights Reserved. Shaw Industries Group inc., a Berkshire Hathaway Company

Website

https://usfloorsllc.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

USFloors operates the COREtec brand, the largest and most recognized waterproof luxury vinyl flooring line, owned by Shaw Industries (Berkshire Hathaway) and sold through specialty retailers and Lowe's to residential and light-commercial customers across North America.

Ownership category

akta.pro rank

Product category

Luxury Vinyl Flooring

NAICS

Carpet and Rug Mills (31411), Other Building Material Dealers (44418)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

akta.pro secondary industries

Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH), Vinyl (LVP/LVT/Sheet) Flooring Installation (HSAPAGAD)

Keywords

• Luxury vinyl flooring
• Waterproof vinyl planks
• WPC SPC flooring
• Resilient flooring solutions
• Flooring manufacturing

Headquarters

HQ city

Dalton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Luxury Vinyl Flooring Sales: COREtec generates revenue through the sale of luxury vinyl plank and tile flooring products. Products are sold through specialty retail partners and home centers. Pricing is per square foot with manufacturer estimates listed; full project pricing including installation is provided by local retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

USFloors manufactures and distributes the COREtec brand of luxury vinyl plank (LVP) and luxury vinyl tile (LVT) flooring under proprietary WPC (Wood Plastic Composite) and SPC (Stone Plastic Composite) core technologies. The product portfolio includes COREtec Originals, COREtec Pro, and COREtec Tile collections, plus a Smartcore sub-brand sold through Lowe's. The company sells to homeowners and commercial customers via a national network of specialty flooring retailers.

Product overview

USFloors (COREtec) offers a comprehensive luxury vinyl flooring portfolio organized into three main product lines: COREtec Originals (WPC construction for comfort), COREtec Pro (SPC construction for extreme durability), and COREtec Tile (tile-look alternatives). Within each line are tiered sub-brands (Classics, Enhanced, Premium, Soft Step) providing options from entry-level to premium. COREtec invented 100% waterproof, kidproof, petproof luxury vinyl flooring. The company also offers the Smartcore sub-brand at Lowe's, plus add-on products including Encore Cleaner and Design Services. All COREtec floors are made with sustainability standards and carry GREENGUARD Gold certification. The company is a subsidiary of Shaw Industries Group Inc. (Berkshire Hathaway).

Differentiator

Problem solved

Functional benefit

Brands

• COREtec Originals: The original WPC (Wood Plastic Composite) collection offering comfort, quiet, and stain resistance with over 150 colors. Features waterproof foamed core construction with attached cork underlayment.
• COREtec Pro
• COREtec Tile
• Smartcore

Products and services

• COREtec Originals Flagship luxury vinyl plank and tile flooring line featuring WPC construction with waterproof, kidproof, petproof properties, cork underlayment for comfort and noise reduction. Offers over 150 color options.
• COREtec Pro Commercial-grade luxury vinyl flooring line featuring SPC (Stone Plastic Composite) construction for extreme durability and high traffic performance, with solid polymer core and attached cork underlayment.
• COREtec Tile Tile-look luxury vinyl tile collection featuring grout-free design with integrated grout appearance, chip and crack resistance, and Soft Step technology for 2X quieter and 7X warmer performance than traditional tile.
• Smartcore by COREtec COREtec flooring line available exclusively at Lowe's home centers, offering COREtec waterproof vinyl flooring for DIY consumers through retail distribution.
• Encore Cleaner pH-neutral floor cleaner specifically formulated for COREtec luxury vinyl flooring, recommended for routine maintenance.
• COREtec Design Services Free virtual design consultation service to help customers choose the right COREtec flooring for their space.

Quantifiable outcome

• 70% better sound reduction than other LVP options
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and major.

• Homes For Our TroopscoreStrategic or Co-development Partner · 1 January 2025COREtec proudly partners with Homes For Our Troops (HFOT) to provide flooring for homes built for severely injured post-9/11 veterans. Partnership celebrates HFOT's 20th anniversary and 400th home milestone. COREtec furnishes homes as part of HFOT's mission of Building Homes and Rebuilding Lives.
• Wells FargocoreStrategic or Co-development PartnerCOREtec's network of retail flooring partners offers competitive financing options through Wells Fargo to help customers complete their flooring projects. Financing enables customers to purchase higher-end products with flexible payment options.
• UL SolutionscoreTechnology or IntegrationUL Solutions provides GREENGUARD Gold certification for all COREtec floors, testing products for low chemical emissions. Certification validates COREtec's commitment to indoor air quality and sustainability.
• Lowe'smajorChannel Partner/ Reseller/ DistributorSmartcore by COREtec products are available at Lowe's home centers, providing mass-market access to COREtec's waterproof vinyl flooring for DIY consumers.
• Shaw Flooring Network (SFN)coreChannel Partner/ Reseller/ DistributorShaw Flooring Network is COREtec's core specialty retail channel. SFN retailers receive support through national advertising, brand strength, and access to COREtec's product innovations and tools.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Armstrong Flooring: Established US flooring brand offering LVT and rigid-core products (Armstrong PRYZM, Vivero) through specialty retail and home centers; comparable in product category, tiered portfolio, and distribution model.
• Karndean Designflooring: Premium LVT specialist with strong design-led positioning and specialty retail focus. Closely comparable to COREtec on premium tier, design-forward marketing, and specialty channel GTM.
• Mannington Mills: Family-owned US flooring manufacturer with a strong resilient LVT portfolio (Adura) sold through specialty retail. Directly comparable in channel strategy, product tiering, and target customer.
• Mohawk Industries: Largest US flooring manufacturer and COREtec's most direct competitor in LVP/LVT. Mohawk's SolidTech and Pergo lines compete head-to-head with COREtec Originals and Pro across specialty retail and home centers.

Broad incumbents

• Shaw Floors: Parent brand under the same Shaw Industries umbrella; offers competing LVP/LVT lines (Shaw Floors resilient portfolio) and shares distribution infrastructure including the Shaw Flooring Network.

Emerging players

• Proximity Mills: Direct-to-consumer and specialty-channel LVP brand competing on value-plus-quality positioning; an emerging challenger in the same waterproof rigid-core category COREtec pioneered.
• Home Legend: Value-tier LVP/LVT supplier with strong home center presence (Home Depot, Lowe's); competes with Smartcore at the entry level of the waterproof rigid-core category.

Regional players

• Floor & Decor (NuCore private label): Floor & Decor's NuCore house-brand LVP competes with COREtec at the value end, primarily through Floor & Decor retail stores in the US. Comparable product category with different channel and price positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/USFloors
• Facebookfacebook.com/usfloorsllc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 USFloors