Floer

What Floer does

Floer is a Dutch flooring manufacturer and wholesaler founded in 2015 and headquartered in Groningen, Netherlands, where it operates its own factory producing European oak parquet alongside sourced PVC, hybrid wood, hybrid laminate, ceramic tile, and acoustic wall-panel products. The company's flagship technical differentiator is MEGAMAT©, a proprietary ultra-matte PVC finish incorporating ceramic-bead PU lacquer technology, marketed as the mattest PVC flooring in the Netherlands. Additional proprietary technologies include AquaSeal waterproofing (up to 24-hour water resistance on Hybrid Wood), Wood-Powder Technology, and click-connection systems (i4F, Variclick, Unizip) enabling DIY installation. The product portfolio spans roughly 20+ named SKUs across adhesive PVC, click PVC, hybrid wood, hybrid laminate, ceramic parquet/tile, oak parquet, Akupanel acoustic wall panels, and the recently launched Akukurk natural cork panels, supported by accessories including underlays, skirtings, stair treads, and maintenance products.

Floer generates revenue through a wholesale model: it sells per-square-meter flooring exclusively through an authorized dealer network of 100+ dealers across the Netherlands and Belgium, with active international expansion into Germany and France. The company does not sell flooring directly online; its e-commerce touchpoints are limited to free sample-kit requests and €9.95 paid XL full-plank samples that funnel demand to dealers. End consumers also engage through the Floer Inspiration Center showroom in Groningen and through content channels including the FloerTube YouTube series, the Floer blog, the #Gefloerd social campaign, and earned media via RTL4's Woontips television program. The customer base is primarily individual residential buyers and small commercial interiors (retail, office, hospitality, usage classes up to 23/33/42), served via the dealer channel. The company is co-owned by brothers Lennart and Matthijs Groenewold, with no disclosed institutional investment, and holds an extensive stack of environmental and indoor-air-quality certifications (REACH, Emissieklasse A+, FloorScore, Eurofins Gold, GreenGuard Gold, ISO14001, DIBt, Der Blaue Engel, EPD) relevant to European commercial procurement.

Name

Floer

Legal name

Floer

Website

https://floer.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Floer is a Dutch flooring manufacturer and wholesaler founded in 2015 in Groningen, producing oak parquet and distributing premium PVC, hybrid, and laminate flooring through an exclusive 100+ dealer network across the Netherlands, Belgium, Germany, and France.

Ownership category

akta.pro rank

Product category

Flooring products

NAICS

Home Furnishing Merchant Wholesalers (42322), Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331)

SIC

Wholesale-Furniture & Home Furnishings (5020), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)

akta.pro primary industry

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

Keywords

• PVC flooring products
• Oak parquet flooring
• Hybrid wood flooring
• Acoustic wall panels
• Flooring wholesale distribution

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Floor Sales: Floer operates as a flooring wholesaler, selling its branded flooring products exclusively through an authorized dealer network. Dealers purchaseFloer's PVC, laminate, hybrid, and parquet floors per m² and resell to end consumers. Accessories, underlays, skirtings, and trims are also distributed through the dealer channel.
2. Sample and Catalog Sales: Floer offers free sample kits (delivered in a mailbox-sized box) and paid XL full-plank samples (€9.95 per plank) to help consumers evaluate products before purchasing through a dealer.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Floer manufactures and wholesales premium interior flooring products, including PVC (visgraat, walvisgraat, landhuis, tegel, Hongaarse punt), oak parquet, hybrid wood, hybrid laminate, ceramic floors, and acoustic wall panels. The company produces its oak parquet in-house at its Groningen factory and distributes exclusively through an authorized dealer network in the Netherlands and Belgium, with growing international presence in Germany and France.

Product overview

Floer is a Dutch flooring brand offering a comprehensive portfolio of floor and wall panel products. The core product range includes PVC flooring (in both adhesive/plak and click variants) featuring proprietary MEGAMAT ultra-matte finish technology, with patterns including Walvisgraat (whale herringbone), Visgraat (herringbone), Landhuis (wide plank), Natuur, Tegel (tile), and Hongaarse Punt. The portfolio also includes Hybrid Wood (real wood with PVC/water-resistant benefits), Hybrid Laminate (with up to 35-year warranty), and custom-made Dutch Oak Parquet produced in-house. Complementary products include Akupanel and Akukurk acoustic wall panels, plus accessories (underlays, skirtings, maintenance products, installation kits, stair treads). Floer positions itself as innovator (inventor of MEGAMAT, pioneer of Walvisgraat PVC in Netherlands) with a focus on sustainability and Dutch manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• MEGAMAT: The proprietary mattest PVC finish in the Netherlands, developed and trademarked by Floer as the defining characteristic of their flagship Walvisgraat PVC collection.
• FloerTube
• Floer Experience Center

Products and services

• Walvisgraat PVC A whale-tail (whalegraat) herringbone PVC flooring collection offering a non-deforming, water-resistant alternative to wooden herringbone, finished with the proprietary MEGAMAT© coating. Sold through the Floer dealer network.
• Visgraat PVC

Quantifiable outcome

• 900% growth over 3 years (2022 FT1000 listing)
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• Trees for AllcoreOthers · 1 January 2022Floer is a CO2 partner and tree partner of Trees for All, an organization dedicated to reforestation and climate change mitigation. Through this partnership, Floer has contributed to planting 200 trees, offsetting CO2 emissions from operations and customer sample deliveries. The partnership underscores Floer's commitment to sustainability, allowing customers to contribute a small CO2 compensation with sample orders. Trees for All is certified by the Monitoring Institute for Quality and Impacts.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Quick-Step (Unilin / Mohawk Industries): Quick-Step is the dominant laminate and vinyl flooring brand in Europe, owned by Mohawk Industries. Direct overlap with Floer's laminate, PVC, and hybrid wood categories, with a vastly larger dealer network, marketing budget, and R&D capability. The benchmark premium-brand incumbent in Floer's competitive set.
• Tarkett: Tarkett is a French-headquartered global flooring manufacturer with strong presence in vinyl, laminate, and wood flooring across residential and commercial segments. Directly comparable to Floer in product mix and pan-European dealer reach, with much greater scale and a sustainability-forward brand narrative that competes with Floer's positioning.
• IVC Group (Mohawk Industries): IVC is one of Europe's largest sheet vinyl and LVT manufacturers, owned by Mohawk. Overlaps directly with Floer's PVC/Vinyl portfolio and competes for the same European dealer channels, with far greater scale and a broader commercial product range.

Direct peers

• BerryAlloc: BerryAlloc is a Norwegian-Belgian manufacturer of laminate, vinyl, and wall panels sold through European dealers. Direct competitor in laminate and LVT categories, with similar dealer-led go-to-market and overlapping product technology (click systems, water-resistant ranges).
• MeisterWerke: MeisterWerke is a German premium flooring manufacturer producing laminate, wood, and LVT products distributed through a curated dealer network across DACH. Highly comparable to Floer in mid-premium positioning, in-house manufacturing, and dealer-led distribution. A natural competitor as Floer expands into Germany.
• Kährs Group: Kährs is a Swedish premium wood flooring manufacturer with a strong European dealer network. Comparable to Floer in premium positioning, wood-focused heritage, and design-led product portfolio (including engineered wood and click systems). A strong direct competitor in the premium wood flooring category.
• COREtec (USFloors / Shaw Industries): COREtec is the leading US-based waterproof rigid-core LVT brand, owned by Shaw Industries. Comparable product technology (rigid mineral core, click installation, waterproof construction) to Floer's Natuur Click PVC line, though COREtec is much larger and operates primarily in the US market.
• Classen Group: Classen is a German laminate flooring manufacturer with a strong European dealer presence. Comparable to Floer's laminate category with similar product positioning and click-installation technology, though with broader mass-market reach.
• Kronoswiss (Kronospan): Kronoswiss is a Swiss laminate flooring producer owned by Kronospan, one of the world's largest wood-panel manufacturers. Direct overlap with Floer's laminate product range, sold through similar European dealer channels at competitive price points.
• Parador: Parador is a German premium flooring brand producing parquet, laminate, and vinyl floors with a design-led portfolio and dealer-led distribution. Closely comparable to Floer in premium positioning, European dealer model, and product breadth across wood/laminate/vinyl categories.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@floernl
• Xx.com/floer_nl

Compliance10 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 Floer