Dura Floors

What Dura Floors does

Dura Floors is a privately held, family-owned flooring contractor founded in 2008 and headquartered at 845 Middle Tennessee Blvd, Suite D, Murfreesboro, Tennessee. The company sells, installs, and repairs residential and commercial flooring across seven core service categories: hardwood, carpet, tile, laminate, vinyl, luxury vinyl plank and tile (LVP/LVT), and hardwood refinishing. It operates a physical showroom, offers free estimates and price-match guarantees, and distributes materials from major manufacturers including Shaw Floors, Mohawk, Armstrong, Daltile, Emser Tile, and Engineered Floors.

The business operates on a project-based, one-time transaction model where revenue is generated through material sales combined with professional installation labor. Its customer base is split between two verticals: residential homeowners in the Murfreesboro and broader Middle Tennessee region, and commercial clients including property managers and developers (notably the Alta-branded luxury apartment portfolio, YMCA Nashville, and The Prime Building). Marketing is conducted through the company website with a 'Request an Estimate' form, a Google Business Profile for local SEO, HomeAdvisor (where it holds a 2020 Best Of award), and direct phone contact.

The company employs between 11 and 50 people and is independently operated with no disclosed parent company, institutional investors, or funding rounds. No technology platform, software product, or AI capability is disclosed; the competitive positioning is built on local reputation, showroom presence, broad supplier brand access, and demonstrated multi-family commercial project execution.

Name

Dura Floors

Legal name

Dura Floors

Website

https://durafloorstn.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Dura Floors is a family-owned flooring contractor in Murfreesboro, Tennessee, founded in 2008, that sells, installs, and refinishes hardwood, carpet, tile, laminate, vinyl, and LVP/LVT flooring for residential homeowners and commercial property developers across Middle Tennessee.

Ownership category

akta.pro rank

Product category

Flooring Services

NAICS

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

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro industry

PRIMARYHSAPAGAA

Hardwood Floor Installation

Home & Personal Services/Residential Renovation Services/Flooring Installation & Refinishing

SECONDARYHSAEABAE

Deep Floor Care (Hardwood/Stone/Marble/Tile Restoration & Sealing)

Home & Personal Services/Home Cleaning & Housekeeping/Deep Cleaning

SECONDARYCRAIAGAK

Flooring Installation Services (Retailer-Affiliated)

Consumer Products & Retail/Home & Furniture Retail/Flooring & Tile Retail

Keywords

• Flooring installation services
• Hardwood refinishing
• Commercial flooring
• Residential flooring
• Flooring contractor

Headquarters

HQ city

Murfreesboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Flooring Installation Services: Revenue generated from professional installation of hardwood, carpet, tile, laminate, vinyl, and luxury vinyl plank/tile flooring in residential and commercial properties.
2. Flooring Sales: Revenue from direct sales of flooring materials to customers, working with supplier brands including Shaw Floors, Mohawk, Armstrong, Daltile, and others.
3. Hardwood Floor Refinishing/Restoration: Revenue from refinishing existing hardwood floors including surface restoration, imperfection removal, and surface resealing services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Dura Floors is a full-service flooring contractor that sells flooring materials and provides professional installation, replacement, and repair/refinishing services for residential and commercial properties. Core offerings span hardwood, carpet, tile, laminate, vinyl, luxury vinyl plank (LVP), and luxury vinyl tile (LVT) flooring, plus dedicated hardwood floor refinishing services. Customers can visit the company's Murfreesboro, TN showroom, request free estimates online, and benefit from a price-match guarantee.

Product overview

Dura Floors is a full-service flooring contractor offering a comprehensive suite of flooring products and installation services for residential and commercial properties. The company operates as a single unified service offering centered around seven core service categories: Hardwood (installation, repair, and refinishing), Carpet, Tile, Laminate, Vinyl, LVP/LVT (Luxury Vinyl Plank and Tile), and Hardwood Floor Refinishing. The company also maintains a showroom for customer browsing and provides free estimates and price-match services. They partner with major flooring manufacturers including Mohawk, Shaw Floors, Armstrong Flooring, Daltile, Engineered Floors, Emser Tile, and others to provide materials from top brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Hardwood Flooring Services Sales, professional installation, and repair of solid, prefinished, and engineered hardwood flooring for residential and commercial properties.
• Carpet Installation Services Carpet material sales and professional installation, including stairs, with a variety of colors, textures, and designs for residential and commercial spaces.
• Tile Installation Services Installation of tile for flooring, showers, tubs, and kitchen backsplashes, offering granite, marble, slate, ceramic, porcelain, natural stone, and glass options.
• Laminate Flooring Services Sales and installation of laminate flooring offering smooth, textured, and distressed options with water-resistant properties.
• Vinyl Flooring Services Installation of vinyl flooring in printed, inlaid, sheet, and tile formats, offering budget-friendly options with various styles and colors.
• LVP and LVT Flooring Services Installation of luxury vinyl plank (LVP) and luxury vinyl tile (LVT) flooring offering moisture resistance and durability for high-traffic areas, mimicking wood and stone aesthetics for kitchens, bedrooms, and basements.
• Hardwood Floor Refinishing Restoration of existing hardwood floors using a multi-step process that removes finish, eliminates imperfections, fills voids with high-quality wood filler, and refinishes the surface with multiple color options. Guaranteed to remove most imperfections in hardwood floors.

Named customers14 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

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• Shaw FloorsminorOthersFlooring material supplier brand carried by Dura Floors. Shaw Floors is a major flooring manufacturer providing products for installation services.
• MohawkminorOthersFlooring material supplier brand carried by Dura Floors. Mohawk is a major flooring manufacturer providing products for installation services.
• Armstrong FlooringminorOthersFlooring material supplier brand carried by Dura Floors. Armstrong Flooring provides flooring products for residential and commercial applications.
• DaltileminorOthersFlooring material supplier brand carried by Dura Floors. Daltile specializes in tile products for flooring and wall applications.
• Emser TileminorOthersFlooring material supplier brand carried by Dura Floors. Emser Tile provides tile products for residential and commercial flooring.
• Engineered FloorsminorOthersFlooring material supplier brand carried by Dura Floors. Engineered Floors provides carpet and flooring products.
• HomeAdvisorcoreGTM or Marketing PartnerHomeAdvisor is a home services platform where Dura Floors maintains a top-rated profile with the 2020 Best Of award. The platform serves as a lead generation and referral channel for the company.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Carpet One Floor & Home: Cooperative flooring retailer/installer franchise offering carpet, hardwood, tile, vinyl, and installation services through local member stores. Closely mirrors Dura Floors' full-service model (sales + install) at a multi-local footprint level.
• 50 Floor: Multi-state in-home sales and installation flooring company serving residential customers with carpet, hardwood, tile, LVP, and laminate. Directly comparable in business model (consultative in-home sales + professional install) and customer base.
• Empire Today: National flooring retailer and installer offering in-home sales and installation of carpet, hardwood, tile, laminate, and vinyl. Directly comparable to Dura Floors in the residential and commercial flooring installation model, with broader geographic reach.

Broad incumbents

• Home Depot: Largest US home improvement retailer carrying the same flooring brands (Shaw, Mohawk, Armstrong) and offering installation services through a contractor network. A key adjacent competitor and channel for the same end customers as Dura Floors.
• Lowe's: National home improvement retailer selling flooring materials and installation services. Competes with Dura Floors for DIY homeowners and pro contractors, and carries overlapping supplier brands.
• Floor & Decor: Large national specialty retailer of hard surface flooring (tile, wood, laminate, vinyl) that also connects customers with installation services. Overlaps with Dura Floors' material portfolio and installation offering, but operates at a fundamentally different scale and channel.
• LL Flooring (formerly Lumber Liquidators): National specialty retailer of hardwood, laminate, vinyl, and tile flooring with affiliated installation services. Comparable product mix to Dura Floors, but at national retail scale rather than local contractor scale.

Others

• Mohawk Industries: Global flooring manufacturer (carpet, hardwood, laminate, LVT) and parent of major brands like Mohawk, Pergo, and Karastan. A core material supplier to Dura Floors rather than a direct competitor, but a major force shaping contractor pricing and product access.
• Shaw Industries: Largest US carpet manufacturer and a major flooring producer (hardwood, LVP, tile) that supplies Dura Floors. Not a direct competitor, but a key upstream supplier and ecosystem player whose product availability and pricing affect Dura Floors' offering.

Regional players

• Mr. Hardwood / Regional Multi-family Flooring Contractors: Regional specialty flooring installation and refinishing contractor serving residential and multi-family customers. Comparable in scale and service mix to Dura Floors, but operating in a different US region (e.g., Southeast/Mid-Atlantic), illustrating the fragmented local-contractor peer set.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/durafloorstn
• LinkedInlinkedin.com/company/dura-floors-llc

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 Dura Floors