Green Step Flooring

What Green Step Flooring does

Green Step Flooring, Inc. is a family-owned hardwood flooring contractor headquartered at 1350 NW. Maynard Rd, Cary, North Carolina, founded in 2002 by Janar Tsaro (originally from Estonia) under the predecessor name JT Hardwood Floors and rebranded to its current name to reflect an eco-friendly positioning. The company sells and delivers installation, dust-free refinishing, custom staining, staircase refacing, and custom flush-mount floor vents to homeowners in the North Carolina Triangle (Raleigh, Cary, Apex, Durham, Chapel Hill, Holly Springs), with a secondary trade channel into custom home builders, architects, and designers.

The core technology stack centers on the GreenStep Signature 4-Coat Finishing System, which combines DuraSeal penetrating stain with three coats of Bona waterborne finish (Bona Mega standard, Bona Traffic HD as an upgrade) applied in a single day via a Sequential Coating Method for inner-coat adhesion. Dust-free refinishing is enabled by a Oneida Vortex HEPA cyclonic dust containment system connected to every sanding machine. Installations use NWFA-certified nail-down, glue-down, nail-and-glue, and floating methods across solid, engineered, and laminate flooring, with Fortane and Bostik adhesives (including integrated moisture-vapor barrier) used for wide-plank work.

Revenue is generated almost entirely on a project-based, quote-driven professional services model: each job is scoped via a free on-site written estimate from the owner and priced individually, with no published list rates. Marketing channels are owner-led direct outreach (phone, email, in-home estimates), the company website, Facebook and Instagram pages, ServiceMagic/Angi referrals, and word-of-mouth, with pricing upgrades (Bona Traffic HD finish, custom-mixed stains, custom vents) as modest upsell levers on each job. Customer concentration is entirely residential and project-based, with no recurring-contract or subscription revenue.

Name

Green Step Flooring

Legal name

Green Step Flooring, Inc.

Website

https://greenstepflooring.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Green Step Flooring is a family-owned, NWFA-certified hardwood flooring contractor in Cary, NC, delivering installation, dust-free refinishing, custom staining, staircase refacing, and custom floor vents to residential homeowners, builders, and designers across the NC Triangle.

Ownership category

akta.pro rank

Product category

Hardwood Flooring Services

NAICS

Flooring Contractors (238330)

akta.pro primary industry

Hardwood Floor Installation (HSAPAGAA)

akta.pro secondary industry

Hardwood Floor Refinishing & Restoration (HSAPAGAB)

Keywords

• Hardwood floor installation
• Dust-free floor refinishing
• Hardwood floor staining
• Staircase refacing
• Custom floor vents

Headquarters

HQ city

Cary

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hardwood Flooring Installation: Project-based revenue from solid, engineered, prefinished, and laminate hardwood floor installations using nail-down, glue-down, nail-and-glue, or floating methods. Pricing per project with detailed on-site written estimates.
2. Dust-Free Hardwood Floor Refinishing: Project-based revenue from sanding and refinishing existing hardwood floors, including the GreenStep Signature 4-Coat Finishing System with standard Bona Mega or upgraded Bona Traffic HD commercial-grade finish.
3. Staircase Installation & Refacing: Project-based revenue from full staircase rebuilds, hardwood tread installations (including NuStair products), and matching handrails — performed by in-house staff rather than subcontractors.
4. Custom Floor Vents / Registers: Per-unit revenue from custom flush-mount hardwood floor vents milled to size of HVAC opening, stained to match the floor, with lifetime replacement warranty.
5. Finish Upgrades (Bona Traffic HD): Upgrade revenue on refinishing projects where customers opt from standard Bona Mega residential finish to commercial-grade Bona Traffic HD two-component finish with hardener.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Green Step Flooring, Inc. installs and refinishes hardwood flooring for residential and trade customers in the North Carolina Triangle area (Raleigh, Cary, Apex, Durham, Chapel Hill, Holly Springs). The company delivers project-based hardwood installation, dust-free sanding and refinishing using Oneida Vortex HEPA cyclonic containment, custom DuraSeal staining with 30+ standard colors, GreenGuard-certified Bona waterborne finishes, in-house staircase installation and NuStair refacing, and custom flush-mount floor vents — all performed by NWFA- and BONA-certified in-house crews with on-site written estimates from the owner.

Product overview

Green Step Flooring is a single-vendor service portfolio rather than a software platform: the company delivers a unified hardwood flooring offering built around an installation core, with refinishing, staining, eco-friendly finishing, staircase work, and floor-vent accessories as integrated service modules. The core offering is the Hardwood Flooring Installation service; layered onto it are Dust-Free Hardwood Floor Refinishing (powered by a Oneida dust containment system), Hardwood Floor Staining (using DuraSeal stains), and Eco-Friendly Floor Finishes (Bona Mega/Traffic HD, GreenGuard-certified). Staircase Installation & Refacing extends the same hardwood system vertically, while Hardwood Floor Care & Maintenance and Custom Flush Mount Floor Vents serve as ongoing-support and finishing-touch modules respectively. All services are delivered under NWFA and BONA-certified-craftsman credentials by a single in-house team, and the company has held the Green Step Flooring brand since rebranding from JT Hardwood Floors.

Differentiator

Problem solved

Functional benefit

Products and services

• Hardwood Flooring Installation Full-service installation of solid, engineered, prefinished, and laminate hardwood flooring for residential customers in the Triangle area of North Carolina, performed by NWFA-certified installation professionals using nail-down, glue-down, nail-and-glue, or floating methods based on plank width and substrate. Stated 2-year warranty.
• Dust-Free Hardwood Floor Refinishing Sand-and-refinish service for existing hardwood floors using a Oneida Vortex HEPA cyclonic dust containment system connected to every sanding machine (not just one) for dust-free refinishing suitable for occupied homes. Standard finish is Bona Mega; commercial-grade Bona Traffic HD upgrade available.
• Hardwood Floor Staining Custom color staining using DuraSeal Quick Coat 2-hour penetrating stain, with 30+ standard colors and custom-mixed stain options on Red Oak and White Oak to alter or enrich the tone of new or existing hardwood floors and to match old and new floors.
• Eco-Friendly Floor Finishes Application of low-VOC, GreenGuard-certified Bona water-based finishes (Bona Mega as standard, Bona Traffic HD as commercial-grade upgrade) chosen for durability and indoor air quality safety for kids, pets, and allergy-sensitive households.
• Staircase Installation & Refacing Hardwood staircase installation and refacing including full staircase rebuilds, NuStair-trained tread installations, and matching handrails — performed by in-house staff rather than subcontractors for single-company accountability across floors and stairs.
• Custom Flush Mount Floor Vents Custom-made flush-mount hardwood floor registers milled from the same wood species and finished to match the installed floor, sized to the HVAC opening, with 3/4" solid wood construction rated to hold over 200 lbs and a lifetime replacement warranty.
• Hardwood Floor Care & Maintenance Ongoing maintenance service and guidance for finished hardwood floors, including recommended Bona cleaning products to preserve factory- or site-applied finishes.

Quantifiable outcome

• Final bill matched the original quote on a 4,000 sq ft historic-home refinishing job (per Kim Van Horn review)
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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

• Bona (Bona AB)flagshipStrategic or Co-development PartnerBona is the flagship finish supplier and certification body for Green Step Flooring. The owner is a BONA Certified Craftsman; Bona Mega and Bona Traffic HD waterborne finishes are the standard and upgrade finishes on every refinishing project, and the company prominently recommends Bona Mega and Bona Traffic HD as GreenGuard-certified, low-VOC products. A Bona brochure is available for download from the company's site.
• DuraSeal (a Basic Coatings brand)flagshipTechnology or IntegrationDuraSeal Quick Coat 2-hour penetrating stain is the standard stain used on every refinishing project, with 30+ colors available. Green Step Flooring is a featured DuraSeal retailer and showcases standard and custom-mixed DuraSeal stain options on Red Oak and White Oak.
• Oneida Air SystemsflagshipTechnology or IntegrationOneida's most advanced portable dust containment system — featuring a two-step cyclonic intake with a hospital-grade HEPA filter — is the backbone of Green Step's dust-free sanding offering. Every sanding machine is connected to the dust containment unit, unlike competitors who connect only one machine.
• NuStairminorOEM/ Whitelabel/ Licensing PartnerGreen Step Flooring's stair installation team is trained and certified to install NuStair staircase refacing products on customer projects.
• Universal Stairs (Universal Stair Systems)coreChannel Partner/ Reseller/ DistributorUniversal Stairs is described as "one of the largest hardwood flooring and stair tread supplier in the United States" and the company's primary supplier for solid, unfinished, or prefinished stair treads used to match customers' wood flooring. A Universal Stairs catalog is made available to Green Step Flooring customers via the company website.
• ServiceMagic (Angi)minorGTM or Marketing PartnerGreen Step Flooring is listed on ServiceMagic (now Angi) as a referral/recommended contractor; a customer in Chapel Hill explicitly notes they "Recommended you on Service Magic."

Scale indicators5 records

Recent moves5 records

Expansion highlights3 records

Others

• Stanley Steemer: National floor-care and restoration franchise focused on carpet cleaning, tile and grout, and hardwood cleaning/refinishing. Adjacent service overlap with GreenStep's refinishing and maintenance offerings, but not a direct competitor in custom installation, staircase work, or full sand-and-finish services.

Broad incumbents

• The Home Depot Installation Services: National big-box home improvement retailer offering hardwood flooring products plus connected installation services in every major US metro including Raleigh-Durham. Competes with GreenStep on the homeowner replacement/refinishing project, but with vastly greater marketing reach, financing, and cross-category pull.
• Carpet One Floor & Home: Cooperative flooring retailer with member-owned local stores offering hardwood, carpet, tile, vinyl and installation services. Same in-home project-based service delivery for hardwood as GreenStep, but as part of a much broader category mix and a national brand/buying-group umbrella.
• Empire Today: Large national home services company offering in-home flooring consultations, free estimates, and next-day installation across multiple categories including hardwood. Same owner-led, in-home, quote-based sales motion as GreenStep, but operating at national scale and across carpet, vinyl, tile, and laminate in addition to hardwood.
• LL Flooring (formerly Lumber Liquidators): National hardwood flooring retailer with hundreds of stores selling solid and engineered hardwood plus installation services. Comparable on hardwood category authority and DIY/professional customer overlap, but predominantly a product retailer rather than a pure-service installation/refinishing contractor.

Direct peers

• Mr. Sandless: National dust-free/sandless hardwood refinishing franchise. Overlaps with GreenStep's dust-free refinishing service on both the technology (no-sanding or dustless sanding) and the in-home service delivery model, but does not compete on custom staining, staircase work, or new installation.
• 50 Floor: National direct-to-consumer flooring installation services company that brings samples to the home, provides written quotes, and uses in-house/local crews. Closely comparable business model to GreenStep's in-home estimate + project-based installation/refinishing motion, scaled nationally across multiple metros.
• N-Hance Wood Refinishing: National wood floor refinishing franchise built around dustless sanding and water-based finishes — directly overlapping GreenStep's dust-free refinishing + BONA waterborne finishing core offering, but delivered through a multi-territory franchise system rather than a single owner-operator shop.
• Floor Coverings International: Mobile showroom flooring franchise offering in-home consultations, project-based installation of hardwood, tile, carpet and vinyl. Operates on the same consultative, in-home estimate, multi-category flooring services model that GreenStep applies to a hardwood-focused niche.
• Accent Hardwood Flooring: Local Triangle NC hardwood flooring contractor named by name in GreenStep customer reviews as a competing bidder on a 4,000 sq ft historic-home refinishing project. Same geography, same service mix (installation, refinishing, staining), and same homeowner/builder customer base — the closest like-for-like competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/greenstepflooring
• Instagraminstagram.com/greenstepflooring

Compliance7 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 Green Step Flooring