Anchor Flooring and Supply Company

What Anchor Flooring and Supply Company does

Anchor Flooring and Supply Company operates as a residential and commercial flooring retailer serving both consumers and trade professionals, with the operational data tied to a BuildDirect Pro Flooring Center showroom in Sanford, FL (3551 W 1st St) that serves the greater Orlando / Central Florida market (Orlando, Sanford, Lake Mary, Longwood, Altamonte Springs, Oviedo, Winter Park). The company also runs a national e-commerce storefront at BuildDirect.com, with delivery across the US and Canada, plus toll-free and local phone sales lines and SMS-based order support. Core technology is an e-commerce platform integrated with physical showroom operations, augmented by a Pro Mobile App for trade contractors, a Pro Rewards loyalty program, and a Floor Finder quiz funnel tool.

The product portfolio spans engineered hardwood, solid hardwood, unfinished hardwood, bamboo, luxury vinyl plank and waterproof rigid core vinyl, PVC-free vinyl, glue-down vinyl, waterproof laminate, broadloom carpet and carpet tiles, marble/travertine/limestone tile, composite decking and deck tiles, plus installation accessories (adhesives, moldings, underlayment, preparation products, tools). Pricing is manufacturer-direct with competitive positioning against big-box stores, plus financing options, free samples (up to five per order), and a 6-month no-hassle return policy that differentiates on consumer trust. Trade customers access a dedicated pro pricing tier, white-box program for production builders, and pro import services for custom specification work.

The business model is one-time product sales augmented by optional installation services, with revenue split across nine horizontal customer segments: homeowners (primary), contractors and trade professionals, house flippers/BRRRR investors, landlords, production home builders, multi-home new construction accounts, retail tenant improvements, insurance restoration vendors, and multi-family renovation projects. No funding events, ownership disclosures, M&A activity, leadership changes, or patents were available in the input, leaving the company's growth signals and strategic momentum largely inferable from product and program expansion rather than financial events.

Name

Anchor Flooring and Supply Company

Legal name

BuildDirect

Website

https://anchorfloorandsupply.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Anchor Flooring and Supply Company operates a BuildDirect Pro Flooring Center showroom in Sanford, FL alongside a national BuildDirect.com e-commerce storefront, selling vinyl, wood, laminate, carpet, tile, and decking to homeowners and trade professionals across the US and Canada.

Ownership category

akta.pro rank

Product category

Residential Flooring Retail and Distribution

NAICS

Floor Covering Retailers (449121), Home Furnishing Merchant Wholesalers (423220)

SIC

Wholesale-Furniture & Home Furnishings (5020), Wholesale-Lumber & Other Construction Materials (5030)

akta.pro primary industry

Flooring (Carpet, Tile, Wood, Laminate) Distribution (CRAOAFAE)

Keywords

• Residential flooring distribution
• Flooring supply retail
• Vinyl and hardwood flooring
• Carpet and tile sales
• Trade pro flooring

Headquarters

HQ city

Longwood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: Direct sales of flooring materials including engineered hardwood, luxury vinyl plank, laminate, carpet, tile, and decking. One-time product purchases with optional professional installation services.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Anchor Flooring and Supply Company is a residential flooring distributor and supply firm that sells vinyl, wood, laminate, carpet, tile, decking, and installation materials to homeowners and trade professionals. It operates from a Sanford, FL showroom and supports purchases through online, phone, and SMS channels. It also offers professional flooring installation and free in-home measuring, with a dedicated Pro/Trade program that provides special pricing, exclusive products, and dedicated support to contractors, property managers, and renovation firms.

Product overview

BuildDirect operates as a flooring specialty retailer offering a curated selection of flooring products and installation materials. The product portfolio includes vinyl flooring (waterproof rigid core, PVC free, glue down), wood flooring (engineered hardwood, solid hardwood, unfinished, bamboo), laminate flooring (including waterproof options), carpet (broadloom and tiles), natural stone tile (marble, travertine, limestone), composite decking, and associated installation materials (adhesives, moldings, underlayment, tools). The company serves both homeowners and trade professionals through its Pro Flooring Center showrooms and online platform, offering expert guidance, trade pricing for qualified professionals, and on-site measuring services for accurate quotes.

Differentiator

Problem solved

Functional benefit

Products and services

• Waterproof Rigid Core Vinyl Flooring Waterproof rigid core vinyl flooring products sold to homeowners and trade professionals for residential installations requiring moisture resistance.
• Engineered and Solid Hardwood Flooring Engineered hardwood, solid hardwood, bamboo, and unfinished hardwood flooring sold to residential and trade customers.
• Waterproof Laminate Flooring Waterproof laminate flooring offered to homeowners and trade buyers for residential use.
• Broadloom Carpet and Carpet Tiles Broadloom carpet and carpet tile products distributed for residential and commercial flooring installations.
• Natural Stone Tile (Marble, Travertine, Limestone) Natural stone tile products including marble, travertine, and limestone sold for residential and trade flooring projects.
• Composite Decking Composite decking products sold alongside interior flooring for outdoor residential and trade installations.
• Flooring Installation Materials (Adhesives, Moldings, Underlay, Tools) Branded installation accessories including W.F. Taylor adhesives, Meta Adhesives, universal and waterproof moldings (flush stair nose, t-molding, overlap stair nose), rubber and recycled felt underlay, and installation tools such as knee pads and trowels.
• Professional Flooring Installation Service Professional flooring installation service offered to homeowners and trade customers purchasing flooring products from the company.
• Pro/Trade Program Dedicated trade account program offering special pricing, exclusive products, and dedicated support to contractors, handymen, property managers, landlords, multi-home new construction, production home builders, retail tenant improvement firms, insurance restoration, multi-family renovation, and large floor-care companies.

Segments9 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wayfair: Large online home furnishings retailer with significant flooring categories (vinyl, tile, rugs, mats) — broad e-commerce incumbent competing for the same online flooring shopper with national reach and aggressive promotional pricing.
• Home Depot: Largest US home improvement retailer with extensive flooring assortment (vinyl, tile, wood, laminate), professional Pro Loyalty program, and in-store installation services — broad incumbent competing on price, scale, and convenience rather than specialty expertise.
• BuildDirect: Online flooring marketplace and parent/affiliate platform connecting consumers and pros directly to flooring manufacturers — adjacent because Anchor operates as a BuildDirect Pro Flooring Center; comparable manufacturer-direct pricing model and product range.
• Lowe's: National home improvement retailer carrying broad flooring categories with a Pro Loyalty program for contractors and builders — broad incumbent competing across the same product categories with much larger marketing and footprint.

Direct peers

• Abbey Carpet & Floor: Flooring cooperative with member showrooms across the US selling carpet, hardwood, tile, luxury vinyl, and laminate — closely comparable assortment, dealer-affiliated model, and emphasis on consumer and trade customer service.
• Floor & Decor: Largest US specialty flooring retailer with 200+ warehouse-format showrooms selling hard surface, tile, wood, vinyl, laminate, and installation supplies to both consumers and trade professionals — directly comparable product mix and pro/retail go-to-market motion.
• Empire Today: US flooring retailer offering carpet, hardwood, tile, vinyl, and laminate with strong in-home shopping and installation services — comparable consumer-direct model with adjacent trade and contractor reach.
• Flooring America: Cooperative of independent flooring retailers offering carpet, hardwood, tile, vinyl, and waterproof flooring — comparable product breadth and dual consumer/trade focus across member showrooms.
• LL Flooring: Specialty flooring retailer (formerly Lumber Liquidators) selling hardwood, vinyl, laminate, and tile direct to consumers and pros — directly overlapping product assortment and target customer base, though currently navigating severe financial distress.
• Carpet One Floor & Home: Cooperative of independently owned flooring stores selling carpet, hardwood, tile, vinyl, and laminate to consumers and trade — directly comparable product categories, showroom-and-pro hybrid model, and B2B/B2C customer mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/builddirect?lang=en
• YouTubeyoutube.com/c/builddirect
• Facebookfacebook.com/builddirect
• LinkedInlinkedin.com/company/anchorfloorandsupply
• Instagraminstagram.com/builddirect/?hl=en

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 Anchor Flooring and Supply Company