Premium Floors

What Premium Floors does

Premium Floors is a wholesale flooring distributor headquartered in Keysborough, Victoria (Australia), operating warehouses and offices in all eight Australian capital cities (Melbourne, Sydney, Brisbane, Adelaide, Perth, Hobart, Darwin, and Canberra). Founded in 1981 as Premium Cork — one of the first brands in Australia to introduce glue-less cork flooring — the company rebranded to Premium Floors as its range expanded across timber, laminate, hybrid, vinyl, bamboo, and cork. It is the Australian wholesale arm of Mohawk Flooring Oceania (part of Unilin Group, owned by Mohawk Industries), distributing the global Quick-Step brand alongside its own sub-brands (Titan, Clix, Nature's Oak, ReadyCork, Arc Bamboo, Project Oak). Customers are independent retail flooring stores, design professionals (interior designers, architects), builders, and floor installers; the company does not sell directly to end-consumers.

The core product offering is organised around six flooring categories — timber, laminate, hybrid, vinyl, bamboo, cork — plus accessories (trims, underlays, scotia, installation and maintenance products). The company's key differentiators are proprietary Unilin technologies distributed under exclusivity: the patented Uniclic click joining system, HydroSeal waterproof coating, Scratch Guard protective layer (claimed up to 10x more scratch-resistant than untreated floors), Surface & Edge Protect+ (a hydro-repellent timber-joint treatment), the Unizip single-plank herringbone installation system, and in-register embossing. Premium Floors also operates a technical ecosystem including the Quick-Step Academy training program, Master Installer certification (offering first-class finish guarantee and extended warranty eligibility), an extensive technical documentation library (fire, slip, impact, thermal, wear resistance ratings, technical data sheets), the Quick-Step RoomViewer visualisation tool, and a 24/7 B2B trade portal (my.premiumfloors.com.au) built on Unilin digital infrastructure. Most wood ranges hold PEFC Chain of Custody certification.

Premium Floors earns revenue on the wholesale margin between its bulk purchases from manufacturers (principally Unilin/Mohawk) and resale prices to retail flooring stores and trade buyers across Australia. Pricing is determined at the retailer level and not publicly disclosed by Premium Floors. Go-to-market is entirely channel-driven: products flow through retail flooring stores rather than direct-to-consumer, with a complementary B2B digital portal supporting trade ordering, real-time stock visibility, and order tracking. Customer acquisition channels are trade-oriented, including the Find-a-Stockist dealer locator, Quick-Step Academy, an inspiration gallery and blog, and downloadable brochures and technical documentation targeted at designers and installers.

Name

Premium Floors

Legal name

Premium Floors

Website

https://premiumfloors.com.au

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

Premium Floors is Australia's largest wholesale distributor of hard flooring (timber, laminate, hybrid, vinyl, bamboo, cork), supplying retail flooring stores, designers, builders, and installers exclusively through a B2B channel across all eight Australian capital cities as part of Mohawk Flooring Oceania/Unilin Group.

Ownership category

akta.pro rank

Product category

Wholesale Flooring Distribution

NAICS

Furniture Merchant Wholesalers (42321)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

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

Keywords

• Wholesale flooring distribution
• Timber flooring supply
• Laminate flooring wholesale
• Hybrid vinyl flooring
• Flooring accessories supply

Headquarters

HQ city

Dandenong

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Flooring Distribution: Premium Floors generates revenue by purchasing flooring products (timber, laminate, hybrid, vinyl, bamboo, cork) and accessories (trims, underlays, scotia, installation and maintenance products) from manufacturers (primarily Unilin/Mohawk) in bulk and selling/distributing them at wholesale prices to retail flooring stores, builders, and trade professionals across Australia. Revenue is earned on the margin between wholesale purchase and resale prices.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Premium Floors is Australia's largest wholesale distributor of timber and timber-look flooring, supplying laminate, hybrid, vinyl, bamboo, cork, and timber flooring products alongside accessories (trims, underlays, scotia, installation and maintenance items) to retail flooring stores, builders, design professionals, and floor installers across Australia. The company warehouses product in all eight Australian capital cities and operates a B2B digital ordering portal for trade customers, distributing leading brands such as Quick-Step alongside its owned labels Titan, Clix, Nature's Oak, ReadyCork, and Arc Bamboo.

Product overview

Premium Floors is Australia's largest wholesale supplier of timber and timber-look flooring, offering a comprehensive portfolio across six flooring categories: timber, laminate, hybrid, vinyl, bamboo, and cork. The product lineup is organized around flagship brand Quick-Step (owned by Unilin) alongside sub-brands including Titan, Clix, Nature's Oak, Arc Bamboo, and ReadyCork. Quick-Step dominates the premium segment with specialized collections like Perspective Nature, Majestic, Impressive, Eligna, and Classic for laminate; Ciro and Bloom for hybrid; Vinyl Flex (Fuse and Pristine) for vinyl; and Massimo, Intenso, Amato, Palazzo, and Readyflor for timber. The company also provides a B2B ordering platform (My Unilin Portal) and RoomViewer visualization tool. Accessories include trims, scotia, underlays, installation tools, and maintenance products. Technical services include Quick-Step Academy training and Master Installer certification.

Differentiator

Problem solved

Functional benefit

Brands

• Quick-Step: Premium laminate, timber, hybrid and vinyl flooring brand. Includes ranges such as Perspective Nature, Majestic, Impressive Ultra, Impressive, Eligna, Classic, Massimo, Intenso, Amato, Palazzo, Readyflor, Ciro, Bloom, Pulse, Vinyl Flex (Fuse and Pristine).
• Clix Laminate
• Titan Hybrid & Vinyl
• Nature's Oak
• ReadyCork
• Arc Bamboo
• Project Oak

Products and services

• Quick-Step Timber Flooring Engineered timber flooring with waterproof surface technology (Hydroseal/Surface & Edge Protect) available in multiple collections including Massimo, Intenso, Amato, Palazzo, and Readyflor, sold at wholesale to retail flooring stores and trade customers.
• Quick-Step Laminate Flooring Laminate flooring with waterproof HydroSeal coating, scratch-resistant ScratchGuard technology, and various collections including Perspective Nature, Majestic, Impressive Ultra, Impressive, Eligna, and Classic, distributed at wholesale to retail flooring stores.
• Quick-Step Hybrid Flooring Rigid core hybrid flooring combining benefits of laminate and vinyl, featuring waterproof technology and various collections including Pulse, Ciro, and Bloom, distributed at wholesale to retail flooring stores.
• Quick-Step Vinyl Flex Vinyl flooring collection featuring Fuse (plank designs) and Pristine (herringbone pattern) ranges with hyper-natural surface texture, waterproof properties, and glue-down installation, distributed at wholesale to retail flooring stores.
• Titan Hybrid & Vinyl Hybrid and vinyl flooring available in multiple formats including XXL, Home, Comfort, and Glue options, offering various price points and sizes, distributed at wholesale to retail flooring stores.
• Clix Laminate Flooring Budget-friendly laminate flooring range available in XL, Plus, and standard formats, distributed at wholesale to retail flooring stores.
• Nature's Oak Timber Flooring Timber flooring collection featuring Nature's Oak and Nature's Oak Herringbone designs, distributed at wholesale to retail flooring stores.
• Arc Bamboo Flooring Bamboo flooring made from strandwoven construction sourced from plantations regrown in 5-6 years, available in multiple colours including Australiana, Natural, Champagne, Coffee, and Brushed Antique, distributed at wholesale to retail flooring stores.
• ReadyCork Flooring Cork flooring brand and one of the first in Australia to introduce glue-less cork flooring, featuring environmental sustainability and comfort underfoot, distributed at wholesale to retail flooring stores.
• Flooring Accessories Range of installation and maintenance accessories including trims, scotia, underlays, installation tools, cleaning products, and repair kits compatible with the distributed flooring ranges, sold at wholesale to retail flooring stores and installers.
• My Unilin B2B Portal B2B customer ordering portal offering 24/7 order availability, real-time stock information, order tracking, instant image downloads, and technical document access for trade customers.
• Quick-Step Master Installer Program Certified installation training program offered to floor installers, certifying them as Quick-Step Master Installers and providing extended warranty eligibility and a first-class finish guarantee.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Unilin (Mohawk Group)coreTechnology or IntegrationPremium Floors distributes products manufactured by Unilin (now part of Mohawk Group), including the Quick-Step brand. Unilin supplies proprietary technologies including Uniclic, HydroSeal, Scratch Guard, and Unizip systems. Premium Floors' parent B2B portal (my.premiumfloors.com.au) runs on Unilin's digital infrastructure. Unilin CEO Bernard Thiers interviews and sustainability philosophy are featured on Premium Floors' sustainability page.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Carpet Court: Australian retail flooring franchise network selling carpet, timber, laminate, vinyl and rugs through stores across Australia. Comparable as a downstream retail channel for flooring in Australia and a potential customer/competitor for wholesale distributors.

Broad incumbents

• Tarkett: Global flooring manufacturer with Australian operations across vinyl, laminate, timber, and commercial flooring. Comparable as a multinational flooring supplier competing with Unilin/Quick-Step products in the same Australian categories.
• Godfrey Hirst: Largest flooring manufacturer in Australia and New Zealand producing carpet, timber, vinyl, and laminate. Comparable as a vertically integrated Australian flooring player operating across multiple product categories overlapping with Premium Floors' portfolio.
• Interface: Global commercial modular carpet and resilient flooring manufacturer with Australian commercial specification presence. Comparable as a multinational flooring manufacturer operating in overlapping Australian commercial specification segments.
• Choices Flooring: Australia's largest retail flooring franchise network operating hundreds of retail stores nationally. Comparable as the largest downstream retail channel for flooring in Australia and a primary customer/competitor ecosystem for wholesale distributors like Premium Floors.
• Karndean Designflooring: Global luxury vinyl tile (LVT) manufacturer with established Australian distribution to retail flooring stores. Comparable as a competing LVT/hybrid flooring supplier distributed through similar trade and retail channels in Australia.

Direct peers

• Hurford's: Australian manufacturer and wholesale distributor of solid and engineered timber flooring with national distribution. Comparable as a vertically integrated Australian wholesale flooring business competing across product, channel, and trade segments.
• Hurford's Wholesale: Wholesale division of Hurford's distributing engineered and solid timber flooring, panelling, and accessories to trade and retail across Australia. Directly comparable as an Australian wholesale timber flooring distributor in overlapping categories.
• Big River Group: Australian wholesale distributor of timber, panelling, and building products with national warehouse coverage. Comparable as a wholesale distributor of wood-based building/flooring materials to trade and commercial buyers across Australia.
• Preference Floors: Australian wholesale flooring distributor offering timber, laminate, bamboo, vinyl and engineered flooring to retail and trade customers across Australia. Directly comparable as an Australia-headquartered wholesale flooring distributor serving the same retail flooring store channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance2 records

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 Premium Floors