What Preference Floors does

Preference Floors Pty Ltd is a privately held Australian wholesale distributor of premium timber and timber-look flooring, headquartered at 32 Britton Street, Smithfield NSW with four additional warehouse/distribution hubs in Acacia Ridge QLD, Dandenong South VIC, Malaga WA, and Pooraka SA, providing nationwide coverage across all major Australian population centers. The company distributes through a B2B network of retail flooring stores, hardware chains (including Bunnings), and building material suppliers, and is specified by architects, designers, and building professionals for residential, multi-residential, and light commercial projects.

The product portfolio spans six flooring categories and over twenty sub-brands: timber flooring (engineered oak, Australian hardwood in Spotted Gum and Blackbutt, North American Hickory, and bamboo such as Verdura X), hybrid flooring using SPC (Stone Polymer Composite), WPC (Wood Plastic Composite), and RCB (Rigid Composite Board) core technologies with attached acoustic IXPE foam layers, laminate flooring (including Swiss Krono Aquastop with 48-72 hour moisture protection and AC5/33 scratch ratings), luxury vinyl plank (Ultimo LVP at 2.5mm and 4.5mm), and matched accessories. Differentiated technical features include water-resistant cores, E1 VOC emissions compliance, FSC certification on Krono-sourced laminate, AS4707-2006 Chain of Custody on Australian timber, NCC-compliant fire and slip ratings, and a limited lifetime structural warranty on the Prestige Oak line.

Revenue is generated via wholesale distribution under a unit-pricing model with three implicit tiers (entry-level at $-$$ for short-plank laminate/hybrid/vinyl, mid-range at $$ for longer-plank water-resistant laminate/hybrid, and premium at $$$-$$$$$ for natural timber with thicker wear layers), billed on a pay-as-you-go basis through a B2B trade portal (myaccount.preferencefloors.com.au). The company does not sell directly to end consumers, relying instead on its stockist network and the specifier channel (architects, designers, building professionals) to drive demand. It is a member of the Australian Timber Flooring Association (ATFA), and self-describes as "Australia's largest floor stockist" or "one of Australia's largest hard flooring stockists." No revenue, ownership, founding date, or management team information is publicly disclosed.

Name

Preference Floors

Legal name

Preference Floors Pty Ltd

Website

https://preferencefloors.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Preference Floors is an Australian wholesale distributor of premium timber, hybrid, laminate, bamboo, and vinyl flooring, operating five warehouse hubs nationwide and supplying a network of retail stores, hardware chains, and trade specifiers across Australia.

Ownership category

akta.pro rank

Product category

Wholesale Flooring Distribution

NAICS

Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331), Floor Covering Retailers (449121)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

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

akta.pro secondary industries

Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Bamboo, Cork & Eco Flooring Retail (CRAIAGAG), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

Keywords

• Wholesale flooring distribution
• Timber flooring supply
• Hybrid flooring products
• Laminate flooring wholesale
• Bamboo vinyl flooring

Headquarters

HQ city

Smithfield

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Flooring Distribution: Preference Floors generates revenue by distributing flooring products wholesale to retail stores, hardware chains, and building material suppliers across Australia. Products include timber, hybrid, laminate, bamboo, and vinyl flooring sold through a network of stockists.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Preference Floors is a wholesale distributor of premium timber and timber-look flooring products in Australia, supplying engineered hardwood timber, hybrid (SPC/WPC/RCB), laminate, bamboo, and vinyl flooring to retail flooring stores, hardware chains, and building material resellers nationwide. The company operates five distribution warehouses and a B2B trade portal, and is specified by Australia's leading architects, designers, and building professionals for residential, multi-residential, and commercial projects.

Product overview

Preference Floors is one of Australia's largest wholesale distributors of premium timber and timber-look flooring. Their product portfolio spans six main flooring categories: Timber Flooring (including Australian Hardwood, Engineered Oak, and Hickory), Hybrid Flooring (SPC and WPC variants), Laminate Flooring, Bamboo Flooring, Vinyl Flooring, and Accessories. The company distributes through Adelaide, Brisbane, Melbourne, Sydney & Perth warehouse locations and is specified by Australia's leading architects, designers and building professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Hardwood Collection: Engineered timber flooring featuring American Red Oak and White Ash hardwood species with AB Grade quality.
• Prestige Oak
• Pronto Engineered Oak
• De Marque Oak
• Fiddleback Australian Hardwood
• Elk Falls Hickory
• Select Australian Hardwood
• Oakleaf HD Plus
• Oakleaf Laminate
• Aquastop (Kronoswiss)
• Preference Classic Laminate
• Aspire RCB
• Easi-Plank SPC
• Hydroplank WPC
• Iconic WPC
• Lifestyle Collection EPC
• Ultimo Luxury Vinyl Plank
• VerduraX Bamboo

Products and services

• Hardwood Collection Engineered timber flooring featuring American Red Oak and White Ash species with Hi-Spec AB Grade for clean visual appearance, distributed to retailers and trade customers for residential projects.
• Prestige Oak Engineered oak flooring with extra wide planks and decorator colours, carrying a limited lifetime structural warranty and preferred by architects and designers for premium projects.
• Pronto Engineered Oak Flooring Engineered oak collection available in 14mm Herringbone parquetry and 190mm wide planks with tongue and groove profile for direct fix installation.
• De Marque Oak Premium engineered oak flooring in Chevron and Herringbone parquetry profiles plus wide planks in 190mm and 220mm sizes for residential, multi-residential and commercial applications.
• Fiddleback Australian Hardwood Engineered Australian hardwood timber collection in Spotted Gum and Blackbutt species, featuring Australian Eucalyptus wear layer on plywood core.
• Elk Falls Hickory Flooring manufactured from genuine North American Appalachian Hickory, offering medium density hardwood strength and durability.
• Select Australian Timber Australian hardwood timber flooring with third-party eco-certification, sourced from sustained yield forestry operations certified under Australian Forestry Standards Chain of Custody (AS4707-2006).
• Village Oak Australian timber flooring brand offering natural oak aesthetics for residential projects.
• Aspire RCB Rigid composite core board (RCB) hybrid flooring using inert mineral compounds for dimensional stability, with 0.7mm wear layer and attached acoustic IXPE foam layer.
• Easi-Plank SPC Stone polymer composite (SPC) hybrid flooring with water-resistant attributes and attached acoustic IXPE foam layer for noise reduction.
• Hydroplank WPC Wood Plastic Composite (WPC) hybrid flooring with interior water resistance, attached acoustic foam layer and scratch-resistant water-based PU coating.
• Iconic WPC WPC hybrid flooring with realistic embossed timber textures, scratch-resistant water-based PU coating and attached acoustic foam layer.
• Lifestyle Collection EPC Hybrid flooring with excellent acoustic performance, nine decor options and 12mm finished height suitable for matching low height ceramics.
• Aspect Laminate Flooring Wide plank water-resistant laminate flooring distributed to retailers for residential projects.
• Aquastop - Kronoswiss Laminate Swiss Krono Group laminate flooring with Aquastop moisture protection technology (48hr for 8–12mm, 72hr for 14mm), AC5/33 scratch and impact resistance, produced from FSC certified forest resources.
• Oakleaf HD PLUS Laminate Laminate flooring with realistic timber visuals, 48hr independently tested water-resistant core and 30 pattern repeats.
• Oakleaf Laminate Authentic look laminate flooring with European Oak and Australian timber visuals in washed out and cool muted tones.
• Preference Classic Laminate Cost-effective laminate flooring with AC3 surface coating in high sheen gloss level and popular timber visuals for budget-conscious consumers.
• Verdura X Bamboo Flooring Strand woven bamboo flooring with high pressure bonded wear layer on stable plywood base, engineered for Australian climatic conditions and stocked by retailers including Bunnings.
• Easi-Vinyl Flooring Vinyl flooring product line distributed through the Preference Floors retail and trade network.
• Ultimo Luxury Vinyl Plank Interior water-resistant luxury vinyl plank flooring available in 2.5mm (residential) and 4.5mm (residential, multi-residential and light commercial) thicknesses.
• Flooring Accessories Stair nosing, trims, scotia and other installation accessories colour-blended to suit all Preference Floors flooring types.

Quantifiable outcome

• 48-72 hour water resistance on Aquastop laminate products
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Australian Timber Flooring Association (ATFA)coreOthersPreference Floors is a member of the Australian Timber Flooring Association, the peak industry body representing timber flooring manufacturers and suppliers in Australia.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Godfrey Hirst: Australasia's largest carpet and flooring manufacturer, producing soft flooring, hybrids, vinyl and timber-look ranges distributed through national retail networks. Comparable to Preference Floors in product breadth and Australian distribution scale, though operating one level up the value chain.
• Bunnings Warehouse: Australia's largest hardware and home improvement retailer, stocking a broad range of flooring including Preference Floors' Verdura X bamboo. Comparable as a scaled Australian channel that both resells Preference Floors products and competes with their trade customers.
• Quick-Step (Unilin/Mohawk Industries): Global laminate and hybrid flooring brand with established Australian distribution. Comparable to Preference Floors as a multinational competitor in the same hybrid and laminate categories, often stocked alongside them in Australian retail.

Emerging players

• Karndean Designflooring: Global luxury vinyl plank (LVP) specialist with growing presence in Australian commercial and residential channels. Comparable to Preference Floors' Ultimo LVP and hybrid ranges as a focused emerging competitor in premium vinyl.

Direct peers

• Premium Floors: Australian hardwood and engineered timber flooring specialist distributing Quick-Step, Godfrey Hirst and other ranges via a national retail network. Comparable to Preference Floors as an Australian wholesale flooring distributor with a strong timber/hardwood focus.
• Floorworld: Australian independent flooring retailer group stocking timber, bamboo, hybrid, laminate and vinyl products. Directly comparable to Preference Floors across product categories and the trade/retail customer base.
• Carpet Court: Australia's largest flooring retail network, distributing carpet, timber, laminate, hybrid and vinyl under its own and partner brands. Directly comparable to Preference Floors as a multi-category flooring distributor with a national retail stockist model.
• Choices Flooring: Australia-wide flooring retailer cooperative supplying carpet, timber, laminate, hybrid and vinyl to homeowners and builders. Comparable as a national multi-brand flooring distributor with a similar specifier- and retailer-driven go-to-market.

Regional players

• Beaumont Tiles: Australia's largest tile and surface-covering retailer with national showrooms. Comparable to Preference Floors as a national Australian retailer/distributor of hard flooring surfaces, though specialising in tiles rather than timber/hybrid.
• National Tiles: Australian tile and flooring wholesaler/retailer with national warehouse distribution. Comparable to Preference Floors as a domestic wholesale distributor of hard flooring surfaces targeting trade and residential customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/preferencefloors
• LinkedInlinkedin.com/company/preference-floors-australia
• Instagraminstagram.com/preferencefloorsau/?hl=en

Compliance4 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 Preference Floors