Floor Decor
Floor Decor is a family-owned New Zealand flooring retailer in East Tamaki, Auckland, selling Deko SPC, laminate, carpet, vinyl, and engineered wood direct-to-consumer through its showroom, online store, free measure-and-quote, and vetted installer network.
- Company typePrivate
- Founded2004
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Floor Decor does
Floor Decor Ltd is a privately held, family-owned flooring retailer headquartered at a single showroom in East Tamaki, Auckland, New Zealand, founded in 2004 and operating for over 20 years. The company sells hard- and soft-surface flooring across New Zealand via its showroom, e-commerce site at floordecor.co.nz, free nationwide sample program, and free in-home measure-and-quote service, supported by a vetted professional installer network. Product mix is anchored on the proprietary Deko SPC/hybrid flooring family (Deko Natural, Deko Extreme Diamond Core, Deko Extreme Flex, Deko Style X) and complemented by carpet (including Wools of New Zealand), laminate (Belgotex, Woodland Lifestyle), luxury vinyl, engineered wood (multiple Hurford collections), SupaCore waterproof hybrid, garage carpet, and HUSHwalk acoustic underlay.
The technical core is the Deko five-layer SPC construction: a UV ceramic bead top coat, a wear layer, an HD décor film, a rigid stone polymer composite core using virgin Calcium Carbonate, PVC and stabilizers, and a pre-attached IXPE acoustic underlay (E0 formaldehyde certified). Premium variants add double-UV coating tuned for New Zealand's high-UV conditions, an 8mm diamond core with four-times the dimensional stability of standard luxury vinyl tile and temperature tolerance from -30°C to 75°C, and the UNILIN click-lock system for DIY-friendly installation. Sales are supported by the Roomvo room visualizer (image-based product preview from uploaded photos), a 720yun 360-degree product viewer, and Q Card interest-free financing from 6 to 36 months.
The business model is direct-to-consumer with B2B2C extension: revenue comes from one-time product sales, professional installation services, and accessories (trims, stair nosings, adhesives), transacted through the Auckland showroom, online storefront, in-home consultations, and free delivery on 20m²-plus orders. Customer segments span residential homeowners (primary), builders and contractors (primary), property investors, and commercial spaces, with pricing conducted by quote for most products and financed via Q Card at $199–$750 minimum spends depending on term length. Som Bansal is identified as the legal representative; no external institutional investment has been disclosed.
Floor Decor firmographics
Firmographics- Name
- Floor Decor
- Legal name
- Floor Decor Ltd
- Website
- https://floordecor.co.nz
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Floor Decor is a family-owned New Zealand flooring retailer in East Tamaki, Auckland, selling Deko SPC, laminate, carpet, vinyl, and engineered wood direct-to-consumer through its showroom, online store, free measure-and-quote, and vetted installer network.
- Ownership category
- akta.pro rank
Floor Decor industry classification
Industry- Product category
- Flooring Retail
- NAICS
- Floor Covering Retailers (449121), Flooring Contractors (238330), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Carpets & Rugs (2273)
- akta.pro primary industry
- Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)
- akta.pro secondary industries
- Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI)
Keywords
Where Floor Decor is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Floor Decor business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Flooring Product Sales: Direct retail sales of flooring materials including SPC/hybrid, laminate, vinyl, carpet, engineered wood, and garage carpet to residential and commercial customers through showroom and e-commerce channels.
- Professional Installation Services: Installation services provided through vetted professional installers, offering end-to-end flooring solutions from measurement to installation.
- Accessories Sales: Sales of complementary products including trims, transition bars, stair nosings, underlays, and adhesives.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | 6 Months Interest-Free Finance |
| Other | Pay-as-you-go | 12 Months Interest-Free Finance |
| Other | Pay-as-you-go | 18 Months Interest-Free Finance |
| Other | Pay-as-you-go | 24 Months Interest-Free Finance |
| Other | Pay-as-you-go | 36 Months Interest-Free Finance |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Floor Decor product offering
Product offeringCore offering
Floor Decor retails a multi-category range of flooring materials — SPC/Hybrid, laminate, luxury vinyl, engineered wood, carpet, and garage carpet — through its Auckland showroom and e-commerce site, bundling free in-home measurement, free samples nationwide, and professional installation services. Its flagship Deko SPC product line features a proprietary five-layer construction with click-lock installation and acoustic underlay designed for New Zealand conditions.
Product overview
Floor Decor is a flooring retail company offering a comprehensive portfolio of hard-surface and soft-surface flooring products. The core product lines include SPC/Hybrid flooring (Deko Natural, Deko Extreme, Deko Extreme Flex, Deko Style X, Deko Extreme Diamond Core), carpet flooring (Wools of New Zealand, Urban Flooring), laminate flooring (Belgotex, Woodland Lifestyle), luxury vinyl flooring, engineered wood flooring (Australian Native, Colour Oak, First Floors, Genuine Oak, HM Walk, Naked Oak, Hurford Herringbone), and garage carpet. The company provides complementary services including Roomvo-powered room visualization, Q Card interest-free financing, and free measure and quote consultations. SPC/Hybrid products form the flagship offering, featuring multi-layer construction with varying thicknesses (4-8mm), wear layers (0.3-0.5mm), and integrated underlays (1-2mm IXPE/EVA).
Differentiator
Problem solved
Functional benefit
Brands
- Deko Natural: SPC Hybrid flooring product line featuring waterproof, scratch-resistant properties designed for residential and commercial use.
- Deko Extreme Flex
- Deko Style X
Products and services
- Deko Natural SPC Hybrid Flooring SPC hybrid flooring product line offering waterproof, scratch-resistant flooring with carbon-infused technology for enhanced durability, designed for residential and commercial use.
- Deko Extreme Flex SPC Hybrid Flooring Premium SPC hybrid flooring featuring Diamond Core technology with superior dimensional stability, 8mm thickness, and flexible installation properties for residential and commercial applications.
- Deko Style X SPC Hybrid Flooring SPC hybrid flooring available at clearance pricing as part of Floor Decor's Deko product portfolio.
- Deko Extreme Diamond Core SPC Flooring Premium SPC flooring with 100% virgin core material, 8mm thickness, 0.5mm wear layer, Double UV coating, 2mm IXPE acoustic underlay, and UNILIN locking mechanism for DIY installation; designed for harsh NZ conditions.
- SPC/Hybrid Flooring Range Stone Polymer Composite hybrid flooring combining luxury vinyl aesthetics with rigid core durability, featuring five-layer construction including UV coating, wear layer, HD décor film, rigid core, and attached underlay.
- Carpet Flooring Wool and synthetic carpet collections including Wools of New Zealand, Urban Flooring, and various pile types (cut pile, texture loop pile, level loop pile) for residential and commercial applications.
- Laminate Flooring Laminate flooring options including Belgotex Laminate and Woodland Lifestyle Laminate, offering wood-look flooring with scratch-resistant and water-resistant properties.
- Luxury Vinyl Flooring Luxury vinyl tile (LVT) and plank flooring offering realistic wood and stone appearances with water resistance and durability.
- Engineered Wood Flooring Engineered hardwood flooring with layered construction featuring hardwood veneer over plywood core, including Australian Native, Colour Oak (Hurford's), First Floors, Genuine Oak, HM Walk, Naked Oak, and Hurford Herringbone collections.
- Garage Carpet Durable carpet flooring designed for garage applications.
- Professional Flooring Installation Service End-to-end flooring installation provided through vetted professional installers, covering removal of old flooring and installation of new flooring for residential and commercial customers.
- Free Measure & Quote Consultation Complimentary in-home measurement and cost estimation service provided by flooring experts visiting customer homes to deliver personalized recommendations and estimates.
Quantifiable outcome
- Flooring lifespan of 20+ years with proper care for SPC products
- +3 more outcomes
Companies that use Floor Decor
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Floor Decor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability1 record
Feature7 records
Floor Decor partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Floor Decor competitors and assessment
Company assessmentBroad incumbents
- Jacobsen: Established NZ flooring distributor and supplier offering carpet, vinyl, timber, and laminate products to retail and trade customers. Comparable as a domestic NZ flooring supplier with strong brand portfolio presence, though distributes rather than operates a single retail showroom.
- Bremworth: Iconic NZ carpet manufacturer and brand-owner that sells wool and synthetic carpet through retail and trade channels. Comparable as a domestic NZ flooring brand with strong consumer recognition, though operating as a manufacturer rather than retailer.
Direct peers
- Carpet Court: New Zealand's largest flooring retailer network, offering carpet, hardwood, laminate, vinyl, and tiles with in-store consultation and installation across dozens of franchise locations. Direct competitor to Floor Decor in the multi-category NZ flooring retail space.
- Flooring Warehouse: NZ flooring retailer offering carpet, vinyl planks, laminate, and timber flooring with showrooms and installation services. Directly comparable in product breadth and target customer (residential homeowners).
- Nufloors: NZ-wide flooring franchise retailer offering carpet, vinyl, timber, laminate, and tiles with installation services through member stores. Comparable multi-category flooring retailer model serving NZ homeowners and trade customers.
- Choices Flooring: Trans-Tasman (AU/NZ) flooring retail franchise network offering carpet, timber, laminate, vinyl, and rugs with consultation and installation. Comparable multi-category specialty flooring retailer model targeting homeowners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Floor Decor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Floor Decor leadership team
Management profileNumber of profiles
Profiles1 record
Floor Decor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Floor Decor 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 Floor Decor
What does Floor Decor do?
Floor Decor retails a multi-category range of flooring materials — SPC/Hybrid, laminate, luxury vinyl, engineered wood, carpet, and garage carpet — through its Auckland showroom and e-commerce site, bundling free in-home measurement, free samples nationwide, and professional installation services. Its flagship Deko SPC product line features a proprietary five-layer construction with click-lock installation and acoustic underlay designed for New Zealand conditions.
Is Floor Decor a public or private company?
Floor Decor is a private company. It is classified as family owned and is currently operating.
When was Floor Decor founded?
Floor Decor was founded in 2004. It employs 11 to 50 people.
Where is Floor Decor based?
Floor Decor is headquartered in Auckland, New Zealand, in the Oceania region.
How does Floor Decor make money?
Three revenue lines are on record. Flooring Product Sales are the primary driver. The others are professional Installation Services and accessories Sales.
Who are Floor Decor's main competitors?
Broad incumbents on record are Jacobsen and Bremworth. Direct peers are Carpet Court, Flooring Warehouse, Nufloors and Choices Flooring.
Does Floor Decor have an API?
No public API is recorded for Floor Decor.
What industry is Floor Decor in?
Floor Decor's product category is Flooring Retail. Its primary akta.pro industry code is CRAIAGAD, Luxury Vinyl (LVP/LVT) Flooring Retail, with a secondary code of CRAIAGAB, Hardwood Flooring Retail. Its NAICS code is 449121 and its SIC code is 5700.