Gaetano Hardwood Floors

What Gaetano Hardwood Floors does

Gaetano Hardwood Floors is a family-owned custom hardwood flooring company founded in 1955 by Gaetano Genovese and currently led by his son, CEO Richard Larson. Headquartered at the Seacliff Business Center in Huntington Beach, California, the company provides custom hardwood floor manufacturing, installation, refinishing, and custom design services for residential and commercial clients in Orange County and Southern California. Across its nearly 70-year operating history, the business has built a reputation anchored on craftsmanship and word-of-mouth customer acquisition, with the company reporting that 85-95% of customers arrive through referrals. The company has received industry recognition including the 2013 National Wood Flooring Association (NWFA) Top Wood Floor Award for Best Commercial Hardwood Floor and Best of Houzz recognition for six or more consecutive years, plus an HGTV feature.

The company's service offering spans installation of over 100 domestic and exotic wood species, dust-free refinishing using a proprietary Atomic Truck Mounted Dust Containment System (DCS), custom stair fabrication (including curved and spiral designs), decorative inlays and medallions, and parquet floors in patterns such as Versailles and Bordeaux. In 2018, Gaetano extended beyond service work into consumer products with the launch of the "Hardwood Floor Easy Care" line — a proprietary pH-neutral hardwood floor cleaner, microfiber Easy Soft Mop and refills, peel-and-stick CarpetGlides floor protectors, and bundled Easy Care Kits I and II — sold direct-to-consumer through the EasyFloorCare.com e-commerce storefront. The Atomic DCS and the proprietary cleaner are the two distinct technical differentiators identified in the company's material.

The business operates on a quote-based pricing model for installation, refinishing, custom stairs, and inlay services, with product revenue generated through unit-priced e-commerce transactions processed via PayPal. Marketing is almost entirely referral-driven, supplemented by earned media (HGTV), an organic Houzz professional profile, and a Facebook page. Gaetano Hardwood Floors, Inc. is a privately held California corporation with no disclosed external funding, no parent company, no subsidiaries, and no publicly reported revenue or headcount figures.

Name

Gaetano Hardwood Floors

Legal name

Gaetano Hardwood Floor, Inc.

Website

https://gaetanoinc.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned custom hardwood floor installation, refinishing, and design company serving residential and commercial clients in Orange County, CA since 1955, with a complementary consumer floor care product line sold online.

Ownership category

akta.pro rank

Product category

Hardwood Flooring Services

NAICS

Flooring Contractors (238330), Flooring Contractors (23833), Floor Covering Retailers (449121)

SIC

Lumber & Wood Products (No Furniture) (2400), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Hardwood Floor Installation (HSAPAGAA)

akta.pro secondary industries

Hardwood Floor Refinishing & Restoration (HSAPAGAB), Hardwood Floor Repair & Refinishing (HSAGAFAA), Hardwood Flooring Retail (CRAIAGAB), Floor Cleaners (Hard Floors) (CRAJACAC)

Keywords

• Hardwood floor installation
• Floor refinishing services
• Custom parquet floors
• Hardwood floor care products
• Custom wood inlays

Headquarters

HQ city

Huntington Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hardwood Floor Installation: Custom hardwood floor installation services including over 100 domestic and exotic wood types. Customers can choose from various wood species for new floor installations.
2. Floor Refinishing Services: Dust-free refinishing services using the Atomic Truck Mounted Dust Containment System (DCS) to restore and revitalize aging hardwood floors.
3. Custom Design and Inlay Services: Custom parquet floors, decorative inlays, medallions, and artistic floor designs for high-end residential and commercial projects.
4. Floor Care Products: Sale of hardwood floor care products including cleaners, mops, microfiber refills, carpet glides, and bundled kits through e-commerce platform.
5. Stair Customization: Custom hardwood stair design, installation, and refinishing services including curved stairs, railings, and wood-tile combinations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Gaetano Hardwood Floors is a family-owned hardwood flooring company that manufactures, installs, refinishes, and customizes hardwood floors for residential and commercial clients in Orange County, CA. It offers custom installation using over 100 wood species, dust-free refinishing via the Atomic Truck Mounted Dust Containment System, custom stairs, inlays, and parquet floors, and also sells a proprietary line of hardwood floor care products (cleaners, mops, kits, and floor protectors) through its EasyFloorCare.com online store.

Product overview

Gaetano Hardwood Floors offers a comprehensive suite of custom hardwood floor services and products. The core business provides custom hardwood floor manufacturing, installation, refinishing, custom stairs, custom inlays, and parquet floors using over 100 domestic and exotic wood species for both residential and commercial clients. The company has expanded into consumer products with the 'Hardwood Floor Easy Care' product line, which includes cleaners, mops, microfiber refills, and floor protectors (CarpetGlides), available as individual items or bundled in Easy Care Kit I and Easy Care Kit II. The services are delivered through their Huntington Beach, CA facility with dust-free refinishing technology.

Differentiator

Problem solved

Functional benefit

Brands

• Gaetano Easy Care: Line of cleaning products for hardwood floors including Gaetano Easy Care Cleaner, mops, mop refills, floor kits, and CarpetGlides floor protectors.
• Easy Floor Care

Products and services

• Custom Hardwood Floor Installation Custom hardwood floor manufacturing and installation service offering over 100 domestic and exotic wood types for residential and commercial clients in Orange County, CA.
• Hardwood Floor Refinishing Hardwood floor refinishing service using the Atomic Truck Mounted Dust Containment System (DCS) that virtually eliminates airborne dust and harmful fumes during sanding and finishing.
• Custom Stairs Custom hardwood stair design, manufacturing, and installation service including curved stairs, railings, spiral designs, and wood-tile combinations for residential and commercial projects.
• Custom Inlays Custom hardwood floor inlays and medallions service offering ornate rugs, compass designs, stone-wood combinations, and decorative patterns for high-end residential and commercial installations.
• Parquet Floors Custom parquet floor design and installation service offering patterns such as Versailles, Bordeaux, and Vienna in walnut, Brazilian cherry, teak, quartersawn white oak, and other wood species.
• Gaetano Easy Care Cleaner pH-neutral, eco-safe proprietary hardwood floor cleaner formulated for all types of wood floors, sold in 32 fl. oz. bottles through the EasyFloorCare.com online store.
• Easy Soft Mop Microfiber dust mop for maintaining hard floor surfaces, designed to pick up and trap dirt and dust rather than pushing it around.
• Microfiber Strip Refill Replacement microfiber strips for the Easy Soft Mop that lift dirt while remaining soft enough to prevent surface damage.
• CarpetGlides Floor Protectors Peel-and-stick floor protectors for furniture legs, available in standard 1 inch and large 1.5 inch sizes, designed to protect hardwood surfaces from scratching.
• Gaetano Easy Care Kit I Complete floor care bundle including 2 bottles of 32 fl. oz. Easy Floor Care Cleaner, 1 Easy Soft Mop with Microfiber Strip, and 24 CarpetGlides Standard 1 inch Floor Protectors.
• Gaetano Easy Care Kit II Comprehensive floor care bundle including 3 bottles of 32 fl. oz. Easy Floor Care Cleaner, 1 Easy Soft Mop with Microfiber Strip, and 24 CarpetGlides Standard 1 inch Floor Protectors.

Quantifiable outcome

• 85-95% of customers are referrals
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• National Wood Flooring Association (NWFA)OthersGaetano Hardwood Floors is a member of the National Wood Flooring Association, an industry organization that provides standards, certification, and recognition programs for hardwood flooring professionals.
• HouzzminorGTM or Marketing PartnerGaetano maintains a professional profile on Houzz platform where they showcase their work and receive customer reviews. The company has won multiple Best of Houzz awards.
• Exotica Design GroupminorStrategic or Co-development PartnerDesign firm that collaborated with Gaetano Hardwood Floors on the award-winning commercial hardwood floor installation at The Laguna Design Center.
• Gina B InteriorsminorStrategic or Co-development PartnerInterior design firm at The Laguna Design Center for which Gaetano installed the award-winning commercial hardwood floor.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Regional players

• All Wood Flooring: Southern California-based hardwood flooring installer and refinisher serving residential and commercial clients. Comparable specialty hardwood services in the same regional market.

Direct peers

• Pete's Hardwood Floors: Specialty hardwood floor installation, refinishing, and custom flooring service similar to Gaetano's core offering. Comparable in craftsmanship-led, custom-design positioning and reliance on a regional service footprint.
• Galleher Hardwood Flooring: One of the largest West Coast hardwood flooring distributors and installers with deep expertise in custom installation and finishing. Directly comparable service offering and California geographic footprint, though at significantly larger scale.
• LV Hardwood Floors: Specialty hardwood floor installation, refinishing, and custom design service operating in the Western U.S. Closely comparable in service mix (install, refinish, custom) and premium positioning.

Broad incumbents

• Floor & Decor: National hard-surface flooring retailer with hundreds of stores and affiliated installation services. Overlaps with Gaetano on hardwood product sales and installation, but at vastly larger scale and with a much broader portfolio.
• Shaw Industries: Major flooring manufacturer (hardwood, carpet, tile, resilient) serving residential and commercial markets. Comparable only as an upstream hardwood product supplier/manufacturer rather than as a direct service competitor.
• LL Flooring: National hardwood flooring retailer (formerly Lumber Liquidators) selling flooring materials and offering installation services. Overlaps with Gaetano's product line and installation activity, but at a commoditized, volume-driven scale.
• Mohawk Industries: One of the world's largest flooring manufacturers with hardwood, laminate, and other categories. Indirectly comparable as a manufacturer of hardwood flooring products that Gaetano installs and refinishes.
• Home Depot Flooring Services: Big-box home improvement retailer selling hardwood flooring materials and offering affiliated installation services. Competes for the mid-market installation customer that Gaetano also serves in Southern California.

Others

• Bona US: Leading manufacturer of hardwood floor care products, finishes, and professional application systems. Comparable to Gaetano's Easy Care product line and noted as a finishing-systems supplier Gaetano already uses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pages/Gaetano-Hardwood-Floors-inc/161286033926147
• LinkedInlinkedin.com/company/gaetano-hardwood-flooring

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 Gaetano Hardwood Floors