Decorative Concepts
Decorative Concepts LLC is a privately held Dalton, Georgia manufacturer of premium woven vinyl (DecoVinyl™) and wool (DecoWool™) flooring products, selling direct-to-consumer via e-commerce and through a dealer portal to residential and commercial buyers across the U.S.
- Company typePrivate
- Founded2019
- HeadquartersDalton, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Decorative Concepts does
Decorative Concepts LLC is a privately held U.S. manufacturer of premium woven vinyl and wool flooring products, headquartered in Dalton, Georgia and operating additionally in Ringgold, Georgia — both located in the region historically known as the "Carpet Capital of the World." The company sells its DecoVinyl™ woven vinyl broadloom and area rugs, the DecoWool™ wool line, and an AFFORDABLE entry-tier line directly to consumers through its e-commerce website and to trade buyers through a password-protected DC Retailer Tools dealer portal. Products are marketed for both residential and commercial indoor and outdoor use and are backed by a 10-year limited warranty.
The underlying technology stack centers on two proprietary backing systems: DecoBac™, a high-density felt cushion backing that provides crush resistance and stability, and WATERBLOCK™, a high-density water-resistant PVC backing used in the premium Artisan X and Exquisite X tiers. DecoVinyl™ fiber is engineered with UV-stable, phthalate-free, and antimicrobial properties and is offered in a standard 8'6" broadloom width with a custom rug program. The portfolio spans roughly 18 product styles across multiple colorways, with binding options and both standard and made-to-order sizing.
The company operates a hybrid B2B/B2C go-to-market model. Pricing is quote-based and not publicly disclosed, consistent with specification-driven commercial sales. Customer segments are horizontal: Residential Consumers seeking durable indoor/outdoor flooring, and Commercial/Contract Buyers (installers, contractors, hospitality) requiring commercial-grade installations. The firm is independently owned, with no disclosed funding rounds, parent company, or external investors in the source material; founder Rich Hinners is listed as owner.
Decorative Concepts firmographics
Firmographics- Name
- Decorative Concepts
- Legal name
- Decorative Concepts LLC
- Website
- https://decorativeconceptsllc.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Decorative Concepts LLC is a privately held Dalton, Georgia manufacturer of premium woven vinyl (DecoVinyl™) and wool (DecoWool™) flooring products, selling direct-to-consumer via e-commerce and through a dealer portal to residential and commercial buyers across the U.S.
- Ownership category
- akta.pro rank
Decorative Concepts industry classification
Industry- Product category
- Woven Vinyl Flooring
- NAICS
- Carpet and Rug Mills (31411)
- SIC
- Carpets & Rugs (2273)
- akta.pro primary industry
- Area Rug Manufacturing (IMAOAJAC)
Keywords
Where Decorative Concepts is headquartered
LocationHeadquarters
- HQ city
- Dalton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Decorative Concepts business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Woven Vinyl Flooring Sales: Direct sales of DecoVinyl™ woven vinyl products including broadloom and area rugs for indoor and outdoor use. Products are sold in standard sizes with custom rug options available.
- Wool Flooring Sales: Sales of DecoWool™ 100% wool flooring products positioned as premium handcrafted offerings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom rug program available |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Decorative Concepts product offering
Product offeringCore offering
Decorative Concepts manufactures and sells handcrafted premium woven vinyl flooring (DecoVinyl™) and wool flooring (DecoWool™) products, including broadloom rolls and area rugs designed for both indoor and outdoor residential and commercial use. Products feature proprietary backing systems — DecoBac™ felt cushion and WATERBLOCK PVC — and are offered in standard sizes, multiple colors, binding options, and a custom rug program, backed by a 10-year limited warranty.
Product overview
Decorative Concepts is a flooring company offering a portfolio of woven vinyl products centered around their DecoVinyl™ brand. The core DecoVinyl™ product line encompasses broadloom rolls and area rugs suitable for both indoor and outdoor use, featuring Ultra-Violet stability, phthalate-free composition, and antimicrobial properties. Products are offered with DecoBac™ felt cushion backing or WaterBlock™ water-resistant PVC backing technology. Individual product styles include ARTISAN, ELEMENT, SYNERGY, TATAMI, NOUVEAU, NOUVEAU TEAK, PLATFORM, NATURAL WEAVE, EXPRESSION, CAMO WEAVE, CAMO SCAPE, WOOD GRAIN, PERFECTION, EXQUISITE, EXQUISITE X, ARTISAN X, ANY WAY GOES, and AFFORDABLE, each available in various colors with binding options. The company also offers custom rug programs alongside standard sizes and widths of 8'6".
Differentiator
Problem solved
Functional benefit
Brands
- DecoVinyl™: Superior woven vinyl flooring product line for indoor and outdoor use, featuring Ultra-Violet stability, phthalate-free composition, and antimicrobial properties with DecoBac™ felt cushion backing.
- DecoWool™
- WATERBLOCK
- DecoBac™
Products and services
- DecoVinyl™ Woven Vinyl Broadloom
Companies that use Decorative Concepts
Customer profileSegments2 records
Ideal customer profiles2 records
Decorative Concepts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Decorative Concepts partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- Taylor Resolute (Adhesive)minorTaylor Resolute adhesive products (NR290 for indoor/outdoor, NRT390 for recreational outdoor) are recommended for DecoVinyl™ installation. This is a recommended vendor relationship for installation materials.
- North River AdhesivesminorNorth River NR390 adhesive is recommended for recreational outdoor DecoVinyl™ installations. This is a recommended vendor relationship for specialized outdoor adhesive applications.
- Mapei (Ultrabond ECO)minorMapei Ultrabond ECO adhesives (ECO 811 for indoor, ECO 420 for outdoor, ECO 2285 seam sealer) are recommended for DecoVinyl™ installation. This is a vendor relationship for adhesive and seam sealing products.
- ManningtonminorMannington MSS-20 seam sealer is recommended for use with DecoVinyl™ installations. This is a vendor relationship for finishing products.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Decorative Concepts competitors and assessment
Company assessmentBroad incumbents
- Shaw Industries: Largest U.S. carpet manufacturer, headquartered in Dalton, GA — sharing Decorative Concepts' supply-chain and talent base. Shaw's residential and commercial carpet, tile, and rug brands compete for the same dealer shelf space and hospitality accounts.
- Tarkett: Global flooring manufacturer with strong resilient (vinyl), commercial carpet, and sports surfacing lines. Competes with Decorative Concepts' DecoVinyl™ in commercial indoor/outdoor resilient flooring and across dealer networks.
- Mohawk Industries: World's largest flooring manufacturer spanning carpet, area rugs (Karastan, Mohawk Home), resilient, and laminate. Competes head-to-head with DC in premium woven area rugs and broadloom, while operating at vastly greater scale and distribution depth.
- Mannington Mills: Fourth-generation U.S. flooring manufacturer with a broad resilient, hardwood, laminate, and carpet portfolio. Mannington MSS-20 seam sealer is even recommended on Decorative Concepts' installation guides, illustrating direct ecosystem overlap in commercial vinyl flooring.
- Interface: Global leader in modular carpet tiles and commercial resilient flooring with deep specification presence in commercial real estate, hospitality, and education — addressing DC's commercial/contract customer segment.
Direct peers
- Phenix Flooring: U.S. residential carpet and rug manufacturer with extensive SureStepSD and decorative area rug lines sold through specialty retail — overlapping with DC's residential and light commercial positioning.
- Stanton Carpet: Carpet and area rug manufacturer specializing in premium decorative broadloom and custom rugs. Overlaps with Decorative Concepts' designer-driven, specification-based rug programs and custom configurations.
- Couristan: U.S.-based manufacturer of high-end area rugs, broadloom, and indoor/outdoor floor coverings. Directly competes with Decorative Concepts in premium-woven rugs and outdoor performance flooring sold through designer and dealer channels.
- Loloi Rugs: Design-led area rug brand with strong wholesale and showroom presence across the U.S. Loloi's indoor/outdoor performance rug lines (e.g., weather-resistant polypropylene and PET) target the same premium-housing and outdoor-living buyer as DecoVinyl™.
Emerging players
- Foss Manufacturing: Manufacturer specializing in nonwoven textile products including needle-punch carpet tiles, indoor/outdoor mats, and broadloom. Comparable to DC in woven/nonwoven indoor-outdoor flooring materials and backing systems used in rug and matting applications.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Decorative Concepts social profiles
Digital presenceDecorative Concepts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Decorative Concepts leadership team
Management profileNumber of profiles
Profiles1 record
Decorative Concepts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Decorative Concepts 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 Decorative Concepts
What does Decorative Concepts do?
Decorative Concepts manufactures and sells handcrafted premium woven vinyl flooring (DecoVinyl™) and wool flooring (DecoWool™) products, including broadloom rolls and area rugs designed for both indoor and outdoor residential and commercial use. Products feature proprietary backing systems — DecoBac™ felt cushion and WATERBLOCK PVC — and are offered in standard sizes, multiple colors, binding options, and a custom rug program, backed by a 10-year limited warranty.
Is Decorative Concepts a public or private company?
Decorative Concepts is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Decorative Concepts founded?
Decorative Concepts was founded in 2019. It employs 11 to 50 people.
Where is Decorative Concepts based?
Decorative Concepts is headquartered in Dalton, United States, in the North America region.
How does Decorative Concepts make money?
Two revenue lines are on record. Woven Vinyl Flooring Sales are the primary driver. The others are wool Flooring Sales.
Who are Decorative Concepts's main competitors?
Broad incumbents on record are Shaw Industries, Tarkett, Mohawk Industries, Mannington Mills and Interface. Direct peers are Phenix Flooring, Stanton Carpet, Couristan and Loloi Rugs. Foss Manufacturing is listed as an emerging player.
Does Decorative Concepts have an API?
No public API is recorded for Decorative Concepts.
What industry is Decorative Concepts in?
Decorative Concepts's product category is Woven Vinyl Flooring. Its primary akta.pro industry code is IMAOAJAC, Area Rug Manufacturing. Its NAICS code is 31411 and its SIC code is 2273.