Historic Floor Company

What Historic Floor Company does

Historic Floor Company is a St. Louis, Missouri-based manufacturer and direct-to-consumer retailer of wide plank luxury hardwood flooring, founded in 2001 by Steve P. Lauer and operating as a privately held company with 11-50 employees. Its core offering is solid and engineered hardwood flooring in multiple species — including White Oak, Red Oak, Hickory, Southern Yellow Pine, Sugar Pine, American Cherry, Walnut, Maple, and Heart Pine — priced from $4 to $18 per square foot, with the company's differentiation centered on historic-replication surface treatments (distressed, hand-scraped, wire-brushed, worm holes, blackened grain, beveled edges, adzed) and period-accurate Portsmouth Square Nails that replicate 1850s cut-nail aesthetics.

The company generates revenue through one-time sales of flooring materials sold by square footage, complementary finishing products (Antique Polyurethane finishes, square nails, $498 per 4'x4' parquet inserts), and professional installation services. Distribution is conducted via an appointment-only showroom at 13422 Clayton Rd in St. Louis, nationwide shipping F.O.B. St. Louis, phone and email sales, and an online Design-Your-Own Flooring configurator. Customer segments include discriminating homeowners, luxury residential and commercial builders, custom home builders, historic preservation projects, and budget-conscious engineered-wood buyers. The company extends its ecosystem through a referral partnership with ReCoat Revolution for refinishing and a co-marketing relationship with Missouri River Timber for complementary hollow wood beams.

The operating model is founder-led, founder-financed, and bootstrapped — there are no disclosed institutional investors, funding rounds, or parent entities. The business holds NWFA membership and was recognized by Early American Life Magazine in 2005 as one of America's best suppliers for historic-replication ability. Product lines have been incrementally extended into adjacent categories such as Historic LVP luxury vinyl plank (waterproof applications) and engineered hickory (budget segment), but there are no disclosed technology platforms, AI capabilities, or enterprise software components underpinning the business.

Name

Historic Floor Company

Legal name

Historic Floor Company

Website

https://historicfloorco.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Historic Floor Company is a St. Louis-based, founder-owned manufacturer and direct-to-consumer retailer of wide plank luxury hardwood flooring founded in 2001, serving discriminating homeowners, custom builders, and commercial clients nationwide with historic-replication surface treatments and period-accurate products priced $4-$18 per square foot.

Ownership category

akta.pro rank

Product category

Wide Plank Hardwood Flooring

NAICS

All Other Miscellaneous Wood Product Manufacturing (321999), Floor Covering Retailers (449121), Flooring Contractors (238330)

SIC

Lumber & Wood Products (No Furniture) (2400)

akta.pro primary industry

Wood Flooring & Wood Veneer Products (IMADADAI)

akta.pro secondary industries

Hardwood Flooring Retail (CRAIAGAB), Hardwood Floor Installation (HSAPAGAA)

Keywords

• Wide plank hardwood flooring
• Historic wood flooring
• Engineered hardwood floors
• Luxury vinyl plank
• Custom wood flooring

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardwood Flooring Sales: One-time sale of wide plank hardwood flooring materials (solid and engineered) sold by square footage. Pricing varies by wood species, plank width, and treatment options. Volume discounts available for orders exceeding 3,000 sq. ft.
2. Finishing Products: Sale of finishing products including Antique Polyurethane (oil-modified and water-based), square nails (Portsmouth 1850 Common Nail at $11/lb, Portsmouth Black Wrought Nail at $15/lb), and parquet inserts ($498 per 4'x4' inlay).
3. Professional Installation Services: Company provides installation and finishing services including unique time-tested installation and finishing methods for their wide plank floors.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Historic Floor Company manufactures and sells wide plank luxury hardwood flooring (solid 3/4-inch and engineered) replicating historic period styles such as Early American, French Country, English Cottage, Colonial, Federal Revival, and Jacobean. Products are sold by square footage across multiple wood species and include custom surface treatments, period-accurate Portsmouth square nails, antique polyurethane finishes, and parquet inserts, with nationwide shipping F.O.B. St. Louis.

Product overview

Historic Floor Company is a wide plank luxury hardwood flooring manufacturer and distributor based in St. Louis, Missouri, founded in 2001. The product portfolio centers on solid and engineered wide plank wood flooring with authentic period-style replication, offering multiple wood species (White Oak, Red Oak, Hickory, Southern Yellow Pine, Sugar Pine, American Cherry, Walnut, Maple, Heart Pine) as core products. These are complemented by the Historic LVP luxury vinyl plank line for waterproof applications, and the Custom Builder Engineered Hickory for budget-conscious projects. The company differentiates through extensive customization options including surface treatments (Distressed, Hand Scraped, Wire Brushed, Worm Holes, Blackened Edges, Adzed), custom stains, parquet inserts, and period-accurate Portsmouth Square Nails. Finishing options include Antique Polyurethane in Satin or Matte sheens. The product range extends from unfinished flooring to pre-finished series like the Small Batch Bourbon Series, Loft Aged American Oak, Island Chestnut, and Urban Wire-brushed White Oak. The company serves both residential and commercial markets with products ranging from $4.00 to $18.00 per square foot.

Differentiator

Problem solved

Functional benefit

Brands

• Heritage™: Heritage wood flooring product line
• Deerbend™
• Charleston™
• Silhouette™

Products and services

• Unfinished Wood Flooring Solid wood flooring sold without stain or finish, allowing customers to apply their own treatments. Available in multiple species including Deerbend White Oak, Appleton Red Oak, Silhouette Sugar Pine, and American Cherry.
• Custom Builder Engineered Hickory Plank 5-inch engineered Hickory plank with dimensional stability, rated for commercial and residential use, priced under $5 per square foot. Available in Rockyport Gray, Bedford Brown, Natural Hickory, Asheville Brown, and The Hamptons Tan.
• Historic LVP (Luxury Vinyl Plank) 7-inch wide luxury vinyl plank with 12 mil wear-layer and UV-cure finish. Waterproof with lifetime warranty, suitable for kitchens, baths, laundry rooms, entrances, and basements. Available in Reclaimed, Rustic Silver Oak, Toasted Barn, Weathered Barn, and Natural Light Oak.
• Loft Aged American Oak 3/4-inch solid hand-scraped American Oak hardwood inspired by early New York oyster cellars. 5-inch wide plank pre-finished with low satin-matte commercial finish. Available in Rawhide White Oak, Rustic River White Oak, Sunset Red Oak, Weathered Red Oak, and Worn Leather Red Oak.
• Island Chestnut 1/2-inch engineered wood floor inspired by Caribbean Rum trade shipping floors from the 1600s-1700s. 5-inch planks suitable for budget-driven projects with high-end appearance. Available in Deep Moon Raker, Harbor Gray, Top Mast Brown, Natural Sky Sail, Spinnaker Brown, Boat Brown, Hall Yard Brown, and Meridian Brown.
• Urban Wire-brushed White Oak Flooring 9-inch engineered wide planks with 7-ply cross-directional hardwood substrate, 4mm solid veneer wear layer. Features wire-brushed reclaimed texture with UV-oil color penetration base coat and Danish-style hard wax oil-matte top coat. Available in Brick Brown, Harbor Gray, Market Square, Mill Brown, Railroad Brown, and Natural.
• Small Batch Bourbon Series 5-inch wide plank solid floor (3/4 inch) in Hickory and White Oak, inspired by American distilling history. Features weathered and reclaimed texture with wire-brushing and 50-year warranty. Available in Barrel Sawn Hickory, Brushed Honey White Oak, Cask Aged White Oak, Coffee Barrel White Oak, Crate Grain Hickory, Drummed Buckskin White Oak, Keg Row Hickory, and Parcel Washed White Oak.
• Antique Polyurethane Finishes High-solids commercial grade polyurethane finishes in Satin or Matte with light amber-tinted patina. Oil-modified version (48% solids, 10-hour dry, 30-day hardness) and Water-based version (38% solids, rapid dry, 7-day hardness). Gymnasium-grade durability with non-yellowing properties.
• Portsmouth Square Nails Period-accurate square nails replicating Early American and European nail styles. Portsmouth 1850 Common Nail (silver, mass-produced cut nail, $11/lb) and Portsmouth Black Wrought Nail (black, hand-forged style, $15/lb).
• Parquet Inserts 4x4 foot custom inlay designs replicated from historic European castles and American homes. Available in Hickory, Walnut, or White Oak. Can be used as focal centerpiece or arranged side-by-side for full floor. Price $498 per 4x4 foot custom inlay.
• Surface Treatment Options Custom surface treatments including Distressed (replicated aged wear), Worm Holes (reclaimed look), Hand Scraped (old world sculpted texture), Blackened Edges/French Bleed, Beveled Edge, Blackened Grain (dirty-grain effect), Wire Brushed, Adzed, and Square Pegs (tree nail replication).
• Custom Wood Stains Extensive selection of custom stain colors for achieving desired floor appearance. Options include lighter shades for spacious feel, darker shades for warmth, and medium shades combining both elements.
• Professional Installation and Finishing Services Installation and finishing services using unique time-tested installation and finishing methods for the company's wide plank floors.

Quantifiable outcome

• Gymnasium floors with Antique Polyurethane finish withstand over 1,000 kids and events with best polyurethane performance
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• ReCoat RevolutionminorGTM or Marketing PartnerReferenced on Historic Floor website as a partner for refinishing wood floors. ReCoat Revolution offers floor recoating services, advertising that 'refinishing wood floors is easy' with clean and freshly recoated floors in one day.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Bruce Hardwood Floors (Armstrong Flooring): Mass-market hardwood brand under Armstrong Flooring with extensive dealer network; represents the scaled-incumbent competitive set Historic Floor competes against in the broader hardwood category.
• Mannington Mills: Large U.S. flooring manufacturer offering hardwood, LVP, and sheet vinyl through national distribution — directly competes on the LVP and engineered-hardwood side, though it lacks Historic Floor's period-replication focus.

Direct peers

• Olde Wood Limited: Wide plank and reclaimed hardwood flooring specialist offering hand-scraped, distressed, and antique-replication treatments to builders and homeowners — a close product and channel match to Historic Floor.
• Somerset Hardwood Flooring: U.S. manufacturer of solid and engineered hardwood sold through independent dealers; comparable product format though more mass-market than Historic Floor's period-replication niche.
• Provenza Floors: Designer-driven hardwood and LVP maker serving the specialty/dealer channel with curated, fashion-forward styles — comparable in design-led positioning and SKU breadth.
• Johnson Hardwood: Specialty hardwood manufacturer offering character-grade and hand-scraped SKUs to specialty dealers; overlaps Historic Floor's textured/character-grade positioning.
• Carlisle Wide Plank Floors: Specialty manufacturer of wide plank solid and engineered hardwood flooring with custom finishes and reclaimed options. Most directly comparable to Historic Floor in product, customer (luxury custom homes), and direct-to-consumer showroom model.
• Duchesne Hardwood Floors: Canadian manufacturer of solid and engineered wide plank hardwood with a focus on textured, character-grade floors; overlaps with Historic Floor's engineered and wide-plank offerings.

Emerging players

• Reward Flooring: Engineered hardwood specialist targeting builder and dealer channels with wide-plank European oak offerings — adjacent to Historic Floor's Urban Wire-brushed White Oak and engineered lines.

Others

• ReCoat Revolution: Wood floor refinishing/coating service partner of Historic Floor; adjacent ecosystem player that complements Historic Floor's installation and maintenance offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

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 Historic Floor Company