Wood Floor Warehouse

What Wood Floor Warehouse does

Wood Floor Warehouse is a family-owned Utah-based specialty flooring retailer and custom hardwood manufacturer, founded by Randy in 1999 in Salt Lake City with family craft roots traceable to 1947 (Grandpa Tolman, Dallas). The company operates a single retail showroom in Murray, UT, positioned on I-15 and self-described as Utah's largest wood floor superstore, alongside a local manufacturing facility that produces custom handscraped hardwood flooring using North American lumber and a WOCA UV oil plant-based finish. Its product portfolio spans four categories: custom oil-finished solid and engineered hardwood (Hickory, White Oak, Walnut, Red Oak), branded engineered flooring collections (Wickham, Opus, En Bois, Colonial, English Forest, Old Americana), vinyl flooring (Gemcore, Regal, Innova, Bella Vista, Sundance, American Coastal, SLCC, Cellar House, Pacific Vineyard), and laminate flooring, with WOCA and Bona aftercare products sold alongside.

The business model combines one-time per-square-foot product sales with a paid DIY installation class offering that includes free tool rental, enabling self-service customers and generating an additional service revenue stream. Go-to-market is direct-to-consumer through the walk-in showroom plus organic digital channels (Instagram, Google Business Profile with 5-star rating, and a customer-submitted photo gallery). Primary customers are Utah homeowners undertaking new construction or renovation, with a secondary segment of Utah contractors and builders. The company reports 51-100 employees and no external investors, parent entities, or institutional ownership, while claiming its custom-manufactured floors are sold worldwide. No revenue, funding rounds, AI/ML capabilities, or third-party certifications are disclosed in the source material.

Name

Wood Floor Warehouse

Legal name

Wood Floor Warehouse

Website

https://woodfloorwarehouse.net

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Wood Floor Warehouse is a family-owned Salt Lake City hardwood flooring retailer and custom handscraped floor manufacturer serving Utah homeowners and contractors through a single showroom, with products also sold worldwide.

Ownership category

akta.pro rank

Product category

Hardwood Flooring

NAICS

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

SIC

Millwood, Veneer, Plywood, & Structural Wood Members (2430), Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Wood Flooring (Solid, Engineered, Bamboo, Cork) (IMADAJAC)

akta.pro secondary industry

Hardwood Flooring Retail (CRAIAGAB)

Keywords

• Hardwood flooring retail
• Custom hardwood manufacturing
• Engineered flooring sales
• Vinyl laminate flooring
• DIY installation classes

Headquarters

HQ city

Salt Lake City

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 and Flooring Product Sales: One-time product sales of solid hardwood, engineered hardwood, laminate, and vinyl flooring. Pricing is per square foot. Includes custom manufactured handscraped hardwood as well as branded partner products.
2. DIY Installation Classes: Paid installation education classes that teach customers how to lay their own floors. Classes include free tool rental. Drives product sales while reducing installation service costs.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Wood Floor Warehouse manufactures and sells custom handscraped hardwood flooring (solid and engineered) finished with WOCA UV oil at its Salt Lake City facility, alongside a wide retail selection of branded engineered hardwood, laminate, and vinyl flooring collections sold through its Utah showroom. The company complements product sales with paid DIY installation classes that include free tool rental, enabling self-service installation by homeowners.

Product overview

Wood Floor Warehouse is a Utah-based hardwood flooring retailer and manufacturer offering a portfolio of flooring products across four main categories: Custom Oil Finished Hardwoods (solid and engineered with WOCA UV oil finish), Engineered Flooring (with brand collections including Wickham, Opus, En Bois, Colonial, English Forest, and Old Americana), and Vinyl & Laminate Flooring (with brands such as Gemcore, Regal, Innova, Bella Vista, Sundance, American Coastal, SLCC, Cellar House, and Pacific Vineyard). The company also provides complementary floor care products (WOCA and Bona brands) and DIY installation classes with free tool rental. Their products are manufactured locally in Utah using North American lumber.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Oil Finished Hardwoods (Solid & Engineered) Handcrafted custom hardwood floors manufactured in Salt Lake City, available as ¾-inch solid hardwood or engineered construction, finished with WOCA UV oil (a natural plant-based durable finish) that allows lifetime maintenance without sanding. Available in Hickory, White Oak, Walnut, and Red Oak. Designed for Utah homeowners seeking locally made, refinishable flooring.
• Engineered Flooring Collections

Quantifiable outcome

• Lifetime floor maintenance possible without sanding through WOCA oil finish technology
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• North American Lumber CompaniescoreStrategic or Co-development PartnerExclusive partnership with North American lumber companies for sourcing raw materials. All hardwood flooring is manufactured using lumber from these suppliers, ensuring quality and supporting domestic manufacturing.
• WOCAcoreTechnology or IntegrationWOCA is the exclusive supplier of oil-finish products recommended for maintaining oiled hardwood floors. Wood Floor Warehouse carries WOCA Natural Soap Cleaner, Maintenance Oil, and Maintenance Kit for customer floor care.
• BonacoreTechnology or IntegrationBona is the supplier of urethane floor care products. Wood Floor Warehouse carries Bona Professional Cleaner, Spray Mop System, and Refresher Treatment for customers with urethane-finished floors.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• LL Flooring (formerly Lumber Liquidators): National hardwood flooring retailer selling solid, engineered, laminate, and vinyl flooring direct to consumers. Directly comparable to Wood Floor Warehouse as a flooring-focused specialty retailer competing for DIY and homeowner buyers.
• Floor & Decor: Large specialty retailer of hard surface flooring (hardwood, tile, laminate, vinyl) with pro and consumer channels. Comparable to Wood Floor Warehouse as a destination showroom model emphasizing selection breadth and pro-grade products.
• Provenza Floors: Designer and manufacturer of premium hardwood and LVP flooring sold through specialty retailers. Comparable to Wood Floor Warehouse's manufactured handscraped line as a premium hardwood brand targeting design-conscious homeowners.
• Hallmark Floors: Manufacturer of hardwood and waterproof flooring sold through independent specialty retailers. Comparable as a mid-sized hardwood manufacturer whose products are carried by regional flooring showrooms like Wood Floor Warehouse.

Broad incumbents

• The Home Depot: Largest U.S. home improvement retailer carrying extensive hardwood, laminate, and vinyl assortments. Comparable as the mass-market alternative competing for flooring buyers in the Salt Lake City market.
• Mannington Mills: Family-owned U.S. flooring manufacturer of hardwood, vinyl, laminate, and porcelain. Comparable in family-business DNA and as a premium hardwood brand carried by specialty retailers.
• Shaw Industries: Major flooring manufacturer offering hardwood, carpet, tile, and resilient products. Comparable as a large-scale supplier of branded flooring products that competes in the same specialty and home center channels.
• Mohawk Industries: World's largest flooring manufacturer with hardwood, laminate, vinyl, and carpet lines under Mohawk, Karastan, and Pergo brands. Comparable as a major supplier of branded flooring products to retailers nationwide.
• Lowe's: Major home improvement retailer with flooring departments including hardwood, laminate, and vinyl. Comparable as the big-box competitor for both DIY and pro flooring customers in Utah.
• AHF Products (Bruce Hardwood Floors): One of the largest U.S. hardwood flooring manufacturers (Bruce, Hartco, Robbins, Capella brands). Comparable as a national hardwood brand competing for shelf space at specialty retailers like Wood Floor Warehouse.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/woodfloorwarehouseslc
• Facebookfacebook.com/WoodFloorWarehouseSlc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wood Floor Warehouse