Catalina Home
Catalina Home (Catalina Carpet Mills Inc.) is a US-based private manufacturer founded circa 1978 that produces premium flooring products across three sub-brands: Smart Turf synthetic grass, Artistry Flooring hardwood, and SilSpun hospitality carpet, serving residential, commercial, sports, and hospitality customers via direct brand websites.
- Company typePrivate
- Founded1978
- HeadquartersSanta Fe Springs, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Catalina Home does
Catalina Home, legally Catalina Carpet Mills Inc., is a US-based private manufacturer of premium flooring cover products founded around 1978 and headquartered in Santa Fe Springs, California. The company operates through three distinct sub-brands, each with its own dedicated website: Smart Turf (USA-made synthetic grass for residential, commercial, sports, and playground applications), Artistry Flooring (wide plank French White Oak hardwood flooring with handcrafted visuals and artisan staining for residential and commercial interiors), and SilSpun (luxury hospitality carpet with custom design capabilities for guest rooms, ballrooms, hallways, and public spaces). Underlying products are physical manufacturing outputs built using high-quality raw materials, proprietary handcrafted visual techniques, and high-performance finishes aimed at durability and design differentiation.
The company generates revenue through hardware sales across its three product lines, serving a vertically segmented customer base that includes residential homeowners, commercial interior buyers, sports facility operators, playground/recreation developers, and luxury hospitality properties. Go-to-market is sales-led via direct brand websites (smartturf.com, artistryflooring.com, silspun.com) supported by a centralized phone sales line (800-421-6723) for enterprise and custom inquiries, with no disclosed pricing structure and no public revenue figures. The company is privately held with no disclosed external investors, parent company, leadership changes, or M&A activity in the available source material.
Catalina Home firmographics
Firmographics- Name
- Catalina Home
- Legal name
- Catalina Carpet Mills Inc.
- Website
- https://catalinahome.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Catalina Home (Catalina Carpet Mills Inc.) is a US-based private manufacturer founded circa 1978 that produces premium flooring products across three sub-brands: Smart Turf synthetic grass, Artistry Flooring hardwood, and SilSpun hospitality carpet, serving residential, commercial, sports, and hospitality customers via direct brand websites.
- Ownership category
- akta.pro rank
Where Catalina Home is headquartered
LocationHeadquarters
- HQ city
- Santa Fe Springs
- HQ country
- United States
- HQ region
- North America
Markets served
Catalina Home business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Synthetic Grass Sales: Sale of Smart Turf branded synthetic grass products for residential, commercial, sports, and playground applications. Products are made in the USA with high-quality materials.
- Hardwood Flooring Sales: Sale of Artistry Flooring branded French White Oak Hardwood Flooring featuring handcrafted visuals and high-performance finishes for commercial and residential interiors.
- Hospitality Carpet Sales: Sale of SilSpun branded luxury carpet products for hospitality sector including custom carpet design services for guest rooms, ballrooms, hallways, and public spaces.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Catalina Home product offering
Product offeringCore offering
Catalina Home manufactures premium flooring cover products in the USA across three sub-brands: Smart Turf (synthetic grass for residential, commercial, sports, and playground applications), Artistry Flooring (wide plank French White Oak hardwood flooring with handcrafted visuals and high-performance finishes), and SilSpun (luxury hospitality carpet for guest rooms, ballrooms, hallways, and public spaces, including custom design). The company operates dedicated brand websites for each line and supports customers with direct phone sales.
Product overview
Catalina Home is a manufacturer of premium flooring cover products with three distinct core product lines: Smart Turf (synthetic grass for residential, commercial, sports, and playground applications), SilSpun (luxury hospitality carpet), and Artistry Flooring (French White Oak Hardwood Flooring). These products serve the residential and commercial interior/exterior flooring market, with each brand operating as a separate sub-brand with its own dedicated website.
Differentiator
Problem solved
Functional benefit
Brands
- Smart Turf: Synthetic grass brand manufacturing USA-made artificial turf for residential, commercial, sports-related, and playground applications
- Artistry Flooring
- SilSpun
Products and services
- Smart Turf Synthetic Grass USA-made synthetic grass manufactured using high-quality raw materials for residential landscaping, commercial properties, sports-related facilities, and playground projects. Offers a comprehensive product line covering various turf needs.
- Artistry Flooring Hardwood Authentic wide plank French White Oak Hardwood Flooring featuring handcrafted visuals, artisan staining techniques, and high-performance finishes for commercial and residential interiors. Has led interior flooring fashion for 15 years.
- SilSpun Hospitality Carpet Luxury hospitality carpet manufactured in the USA using high-quality raw materials. Offers custom carpet design solutions for guest rooms, ballrooms, hallways, and public spaces to complement hospitality interior designs.
Companies that use Catalina Home
Customer profileSegments5 records
Ideal customer profiles4 records
Catalina Home technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Catalina Home partnerships and signals
Strategic signalScale indicators2 records
Recent moves3 records
Expansion highlights2 records
Catalina Home competitors and assessment
Company assessmentDirect peers
- Bentley Mills: Premium commercial carpet manufacturer specializing in hospitality, healthcare, and education; a focused direct competitor to SilSpun in design-driven hospitality carpet.
- AHF Products: US hardwood flooring manufacturer (formerly Armstrong Hardwood) producing solid and engineered wood floors; competes directly with Artistry Flooring in the premium hardwood category.
- Shaw Industries: Largest US carpet manufacturer (owned by Berkshire Hathaway); produces residential and commercial carpet including hospitality-grade offerings, directly comparable to Catalina Home's SilSpun hospitality carpet line.
- Mohawk Industries: World's largest flooring manufacturer with carpet, hardwood, and LVT product lines; a broad-market incumbent competing across all three of Catalina Home's product categories (carpet, hardwood, turf-adjacent).
- Mannington Mills: Privately held US flooring manufacturer producing residential and commercial carpet, hardwood, and resilient flooring — similar multi-category US-based manufacturing profile to Catalina Home.
- Interface: Public manufacturer of modular carpet tiles and resilient flooring for commercial and hospitality markets; competes directly with SilSpun in the hospitality carpet segment.
- Engineered Floors: Privately held US carpet manufacturer focused on solution-dyed carpet for residential and commercial markets; a direct competitor in the US-made carpet category.
- Shaw Sports Turf: Division of Shaw Industries manufacturing synthetic turf for sports fields and landscape applications; a direct competitor to the Smart Turf brand across sports and playground markets.
- Dixie Group: Public carpet manufacturer with specialty brands for residential and commercial markets including Masland Hospitality; directly competes with SilSpun in the luxury hospitality carpet segment.
- Tarkett: Global multi-category flooring manufacturer with strong commercial carpet and hardwood presence; operates in the same broad competitive set as Catalina Home across hospitality and commercial interiors.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Catalina Home social profiles
Digital presenceCatalina Home financial estimates
Financial estimateRevenue estimate
Valuation estimate
Catalina Home leadership team
Management profileNumber of profiles
Catalina Home funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Catalina Home M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Catalina Home
What does Catalina Home do?
Catalina Home manufactures premium flooring cover products in the USA across three sub-brands: Smart Turf (synthetic grass for residential, commercial, sports, and playground applications), Artistry Flooring (wide plank French White Oak hardwood flooring with handcrafted visuals and high-performance finishes), and SilSpun (luxury hospitality carpet for guest rooms, ballrooms, hallways, and public spaces, including custom design). The company operates dedicated brand websites for each line and supports customers with direct phone sales.
Is Catalina Home a public or private company?
Catalina Home is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Catalina Home founded?
Catalina Home was founded in 1978. It employs 11 to 50 people.
Where is Catalina Home based?
Catalina Home is headquartered in Santa Fe Springs, United States, in the North America region.
How does Catalina Home make money?
Three revenue lines are on record. Synthetic Grass Sales are the primary driver. The others are hardwood Flooring Sales and hospitality Carpet Sales.
Who are Catalina Home's main competitors?
Direct peers on record are Bentley Mills, AHF Products, Shaw Industries, Mohawk Industries, Mannington Mills, Interface, Engineered Floors, Shaw Sports Turf, Dixie Group and Tarkett.
Does Catalina Home have an API?
No public API is recorded for Catalina Home.