Dunlop Flooring
Dunlop Flooring is a privately-held Australian manufacturer of foam underlay, hard flooring, adhesives, and floor protection products, operating the largest rebond foam underlay plant in the Southern Hemisphere and distributing through 12+ major Australian retail chains serving residential and commercial markets.
- Company typePrivate
- Founded1969
- HeadquartersSunshine, Australia
- Headcount—
- GTM typeB2B
- OfferingHardware or Manufacturing
What Dunlop Flooring does
Dunlop Flooring (trading as Primary Flooring Pty. Ltd.) is a privately-held Australian flooring manufacturer and distributor founded in 1969, headquartered in Truganina, Victoria. The company operates the largest rebond foam underlay plant in the Southern Hemisphere at Wetherill Park, Sydney, and produces carpet underlay, hard flooring underlay, commercial underlay, hard flooring (vinyl plank, hybrid, engineered timber, laminate), specialty adhesives (Ultralay), and construction floor protection products (FloorShield) under multiple sub-brands including Heartridge Floors and Dunlop Underlay.
The company's underlying technology centres on rebond foam underlay manufacturing with 90% recycled material content and 100% recyclable output, supported by the proprietary Recycle by Dunlop closed-loop programme. Products carry E0 formaldehyde ratings, phthalate-free plasticisers, and multiple third-party certifications including Best Practice PVC, Green Star, Green Label, and Sensitive Choice. Manufacturing has been progressively consolidated, with the 2017 Wetherill Park consolidation and 2019 move to a purpose-built Truganina headquarters marking recent capital investments.
Dunlop operates a channel-partner go-to-market model, distributing through 12+ major Australian retail flooring chains including Harvey Norman, Carpet Court, Choices Flooring, Carpet Call, Carpet One, Andersens, Floorworld, and Bowens, supplemented by a B2B online ordering portal and direct sales for commercial projects. Revenue is generated through one-time unit sales with quote-based pricing not publicly disclosed. The company targets both residential and commercial end-markets, with co-branded exclusive ranges (Comfort Choice, Comfortcare) deepening retailer-specific partnerships.
Dunlop Flooring firmographics
Firmographics- Name
- Dunlop Flooring
- Legal name
- Primary Flooring Pty. Ltd.
- Website
- https://dunlopflooring.com.au
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Short description
- Dunlop Flooring is a privately-held Australian manufacturer of foam underlay, hard flooring, adhesives, and floor protection products, operating the largest rebond foam underlay plant in the Southern Hemisphere and distributing through 12+ major Australian retail chains serving residential and commercial markets.
- Ownership category
- akta.pro rank
Dunlop Flooring industry classification
Industry- Product category
- Flooring Manufacturing
- SIC
- Carpets & Rugs (2273)
- akta.pro primary industry
- Carpet Cushion & Underlay Manufacturing (IMAOAJAJ)
- akta.pro secondary industries
- Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH), Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL)
Keywords
Where Dunlop Flooring is headquartered
LocationHeadquarters
- HQ city
- Sunshine
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Dunlop Flooring business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Flooring Products Sales: Dunlop Flooring generates revenue through the sale of carpet underlay, hard flooring underlay, commercial underlay, hard flooring products (vinyl plank, hybrid, engineered timber, laminate), floor protection products, and adhesives. Products are sold through retail partners and direct channels with one-time purchase transactions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | B2B and B2C direct pricing |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Dunlop Flooring product offering
Product offeringCore offering
Dunlop Flooring manufactures and supplies carpet and hard flooring underlay (including the Springtred, CarpetMate, Commercial Underlay, Hard Flooring Underlay and Renu ranges) and resilient flooring products under the Heartridge Floors brand (vinyl plank, hybrid plank, engineered timber and laminate). It also distributes flooring accessories such as Ultralay vinyl plank adhesive and FloorShield reusable floor protection, and operates the Recycle by Dunlop and Vinyl Take Back recycling programs for used underlay and vinyl offcuts.
Product overview
Dunlop Flooring is a diversified flooring solutions provider with multiple integrated product lines operating as a single unified portfolio. The core offerings include: (1) Dunlop Underlay — Australia's largest provider of quality foam underlay for carpet and hard flooring, including Springtred, CarpetMate, and Commercial ranges; (2) Heartridge Floors sub-brand — premium finished flooring including Vinyl Plank, Hybrid Plank, Engineered Timber, and Laminate; (3) FloorShield — protective floor covering for construction sites; (4) Ultralay — specialty hard-set vinyl plank adhesive; and (5) sustainability programs including Recycle by Dunlop and Vinyl Take Back. The company has also introduced Renu, a recycled and bio-based sustainable underlay. The product portfolio is unified under the Dunlop Flooring umbrella with shared manufacturing, distribution, and retail channels, serving both residential and commercial markets.
Differentiator
Problem solved
Functional benefit
Brands
- Dunlop Underlay: Australia's largest provider of quality foam underlay for carpet and hard flooring, with over 55 years of experience. Products include carpet underlay, hard flooring underlay, and commercial underlay.
- Heartridge Floors
- FloorShield
- Ultralay
Products and services
- Springtred Carpet Underlay Premium carpet underlay providing cushioning and support under residential carpet installations, sold through Australian flooring retailers and trade channels.
- Springtred Protect Updated/carpet underlay extension of the Springtred range intended to provide enhanced protection under carpet installations.
- CarpetMate Carpet Underlay Carpet underlay offering within the Dunlop underlay portfolio, positioned alongside Springtred for residential carpet installations.
- Comfortcare Underlay Carpet underlay product offering cushioning underfoot for residential and light commercial carpet installations.
- Commercial Underlay Heavy-duty carpet underlay designed for commercial applications including offices, apartments, hotels, education and healthcare fit-outs.
- Hard Flooring Underlay Underlay range designed for use beneath hard flooring products to provide acoustic and comfort performance in residential and commercial installations.
- Renu Sustainable Underlay Underlay manufactured with high recycled content and 100% recyclability, designed to be recovered through the Recycle by Dunlop program.
- Heartridge Floors Premium hard flooring brand offering vinyl plank, hybrid plank, engineered timber and laminate flooring for residential and commercial projects.
- Heartridge Vinyl Plank Vinyl plank flooring product under the Heartridge brand for residential and commercial installations, installed with Ultralay hard-set adhesive.
- Heartridge Hybrid Plank Hybrid plank flooring product under the Heartridge brand, combining a rigid core with a vinyl wear surface for residential and commercial use.
- Heartridge Engineered Timber Engineered timber flooring product under the Heartridge brand for residential and commercial applications, including the Riviera Oak premium collection.
- Heartridge Riviera Oak Premium oak-toned engineered timber flooring collection under the Heartridge brand, targeting high-end residential and commercial projects.
- Heartridge Laminate Flooring Laminate flooring range under the Heartridge brand, including the Forestbrook collection, for residential and commercial installations.
- Heartridge Forestbrook Laminate Collection Laminate flooring collection under the Heartridge Laminate range, launched in Q3 2025 for residential and commercial projects.
- Heartridge Summerhill Collection Hard flooring collection under the Heartridge brand, launched in Q3 2023.
- Ultralay Vinyl Plank Adhesive Hard-set, high-tack adhesive specifically formulated for installing Heartridge Vinyl Plank flooring in residential and commercial projects.
- FloorShield Floor Protection Mat Reusable floor protection mat designed to protect installed flooring during construction, renovation and move-in phases.
- Recycle by Dunlop Program Manufacturer-run recycling program that recovers used Dunlop underlay and feeds it back into the production cycle as recycled content.
- Vinyl Take Back Recycling Program Vinyl waste take-back program that collects vinyl offcuts from flooring installations and channels them into recycling streams.
Quantifiable outcome
- Dunlop underlays made from 90% recycled materials and are 100% recyclable
- +3 more outcomes
Companies that use Dunlop Flooring
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
Dunlop Flooring technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Dunlop Flooring partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- Carpet CourtcoreMajor national flooring retail chain partner distributing full range of Dunlop Flooring products including underlay, hard flooring, and Heartridge brand.
- Harvey NormancoreNational retail partner distributing Dunlop flooring and underlay products through their stores and online platform.
- Choices FlooringcoreStrategic retail partner with exclusive Comfort Choice underlay range developed in collaboration with Dunlop. Recognized as Supplier of the Year.
- Carpet CallcoreNational flooring retail partner distributing Dunlop Flooring products.
- Carpet OnecoreNational flooring retail partner distributing Dunlop Flooring products.
- AndersenscoreNational flooring retail partner distributing Dunlop Flooring products.
- Flooring ExtraminorIndependent flooring retailer partner distributing Dunlop Flooring products.
- SolomonsminorIndependent flooring retailer partner distributing Dunlop Flooring products.
- FloorworldminorIndependent flooring retailer with exclusive partnership for Comfortcare underlay product launch.
- FloorstyleminorIndependent flooring retailer partner distributing Dunlop Flooring products.
- Carpet WorldminorIndependent flooring retailer partner distributing Dunlop Flooring products.
- BowensminorIndependent home improvement retailer partner distributing Dunlop Flooring products.
- National Asthma Council AustraliacoreOfficial partner of the Sensitive Choice program. Dunlop's Vinyl, Luxury Vinyl and Hybrid floors are recognized as suitable choices for people at risk of asthma and allergy-related health problems.
- Green Building Council of AustraliacoreGBCA member for 10 years. Dunlop Carpet Underlay achieves maximum Green Star rating for building interiors, meeting sustainability standards for healthy, resilient buildings.
- Bureau VeritascoreThird-party certification body that awarded Dunlop Flooring Best Practice PVC Certification for entire Heartridge flooring range as part of PVC Stewardship Program (PSP).
- Vinyl Council AustraliacoreIndustry association member. Partner in Vinyl Take Back Recycling Program to reduce landfill and create sustainable end-of-life solutions for vinyl flooring products.
- Department of Agriculture, Water and the EnvironmentminorGovernment department partnered with Dunlop for a case study video showcasing how the company recycles carpet underlay and uses recycled content in flooring products. One of twenty companies selected for this campaign.
Scale indicators4 records
Recent moves9 records
Expansion highlights5 records
Dunlop Flooring competitors and assessment
Company assessmentDirect peers
- Godfrey Hirst: Australia's largest carpet and hard flooring manufacturer, producing broadloom carpet, carpet tiles, and hybrid/vinyl plank ranges. Directly comparable to Dunlop as a domestic manufacturer competing across both soft and hard flooring categories in the same retail channels.
- Beaulieu Australia: Australian carpet and hard flooring manufacturer with a strong residential focus, supplying independent flooring retailers. Comparable product mix and channel model to Dunlop's carpet underlay and Heartridge flooring lines.
- Premium Floors Australia: Australian manufacturer and distributor of timber, laminate, vinyl plank, and hybrid flooring (including Quick-Step, Pergo, and Armstrong brands in ANZ). Comparable as a local hard-flooring competitor leveraging a multi-brand portfolio through similar retail channels.
- Signature Floors: Australian-owned flooring company producing carpet, timber, laminate, vinyl plank and hybrid products. Direct peer given overlapping product portfolio, similar Australian retail distribution, and equivalent brand positioning.
Broad incumbents
- Gerflor: Global specialist in resilient vinyl flooring (LVT, heterogeneous, homogeneous) with an Australian subsidiary. Comparable as a multinational competing directly against Heartridge vinyl plank and hybrid ranges in commercial and residential channels.
- Shaw Industries: US-based Berkshire Hathaway-owned flooring giant producing carpet, hard surface, and underlay products globally. Comparable as a broad incumbent with vertical integration into recycled-content carpet backing analogous to Dunlop's recycling program.
- Tarkett: Global flooring manufacturer with vinyl, laminate, wood, and sports flooring portfolios and operations in Australia. Comparable as a broad incumbent in resilient flooring and commercial specification segments where Dunlop targets sustainability-driven projects.
- Interface: Global modular carpet and resilient flooring manufacturer with significant Australian commercial presence. Comparable as a large incumbent operating broadly in commercial carpet/underlay systems where Dunlop's Commercial Underlay range competes.
- Mohawk Industries: World's largest flooring manufacturer (carpet, LVT, laminate, wood) selling into Australia via distribution partners. Comparable at the category level even though it does not focus on underlay, and represents scale competitive risk to Dunlop's hard flooring push.
Others
- James Dunlop Textiles (Flooring): Australian textile and soft-flooring supplier (subsidiary of a larger textiles group). Related through shared use of the Dunlop name legacy and overlapping Australian flooring/soft furnishing channels, though primarily a textile brand rather than manufacturer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Dunlop Flooring social profiles
Digital presenceDunlop Flooring compliance and trust
Trust signalCompliance9 records
Dunlop Flooring financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dunlop Flooring leadership team
Management profileNumber of profiles
Dunlop Flooring funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dunlop Flooring 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 Dunlop Flooring
What does Dunlop Flooring do?
Dunlop Flooring manufactures and supplies carpet and hard flooring underlay (including the Springtred, CarpetMate, Commercial Underlay, Hard Flooring Underlay and Renu ranges) and resilient flooring products under the Heartridge Floors brand (vinyl plank, hybrid plank, engineered timber and laminate). It also distributes flooring accessories such as Ultralay vinyl plank adhesive and FloorShield reusable floor protection, and operates the Recycle by Dunlop and Vinyl Take Back recycling programs for used underlay and vinyl offcuts.
Is Dunlop Flooring a public or private company?
Dunlop Flooring is a private company. It is classified as unknown and is currently operating.
When was Dunlop Flooring founded?
Dunlop Flooring was founded in 1969.
Where is Dunlop Flooring based?
Dunlop Flooring is headquartered in Sunshine, Australia, in the Oceania region.
How does Dunlop Flooring make money?
One revenue line is on record: flooring Products Sales.
Who are Dunlop Flooring's main competitors?
Direct peers on record are Godfrey Hirst, Beaulieu Australia, Premium Floors Australia and Signature Floors. Broad incumbents are Gerflor, Shaw Industries, Tarkett, Interface and Mohawk Industries. James Dunlop Textiles (Flooring) is listed as an others.
Does Dunlop Flooring have an API?
No public API is recorded for Dunlop Flooring.
What industry is Dunlop Flooring in?
Dunlop Flooring's product category is Flooring Manufacturing. Its primary akta.pro industry code is IMAOAJAJ, Carpet Cushion & Underlay Manufacturing, with a secondary code of IMAOAJAH, Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork). Its SIC code is 2273.