Cali Floor
CALI (Cali Bamboo, LLC) is a direct-to-consumer flooring and outdoor building-materials company that sells luxury vinyl plank, waterproof laminate, engineered hardwood, bamboo, composite decking, and turf directly to homeowners via califloors.com, with a secondary contractor channel.
- Company typePrivate
- Founded2004
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cali Floor does
CALI, legally Cali Bamboo, LLC, is a direct-to-consumer flooring and outdoor building-materials company founded in 2004 and headquartered in Encinitas, California. The company manufactures and sells flooring across four core categories — luxury vinyl plank (LVP), waterproof laminate, engineered hardwood, and bamboo — through a proprietary product portfolio that includes named collections such as Longboards, Legends, Mavericks, Meritage, and GeoWood, alongside proprietary processes such as Fossilized Bamboo. Underlying technology emphasizes waterproof vinyl and laminate cores, coordinated stair treads and trim, and FloorScore-certified indoor air-quality compliance.
The business operates a DTC e-commerce model via califloors.com, supplemented by inside phone sales (888-788-2254), a free sample program, a Roomvo-powered floor visualizer, and Synchrony-backed consumer financing. Adjacent product lines — composite decking (CALI Decking), artificial turf (CALI Turf), and bamboo plywood — extend the portfolio into outdoor surfaces and construction materials. CALI markets to two defined segments: DIY-capable residential homeowners as the primary buyer and contractors/builders as the secondary trade channel.
Pricing is quote-based and not publicly disclosed, with per-square-foot product pricing implied across vinyl, laminate, hardwood, and bamboo tiers. The company is privately held, appears to be founder/management-owned with no disclosed institutional funding, and has appeared on the Inc. 5000 list for 13 consecutive years, supporting a profile of sustained independent growth in a typically mid-market DTC building-materials category.
Cali Floor firmographics
Firmographics- Name
- Cali Floor
- Legal name
- Cali Bamboo, LLC
- Website
- https://califloor.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CALI (Cali Bamboo, LLC) is a direct-to-consumer flooring and outdoor building-materials company that sells luxury vinyl plank, waterproof laminate, engineered hardwood, bamboo, composite decking, and turf directly to homeowners via califloors.com, with a secondary contractor channel.
- Ownership category
- akta.pro rank
Cali Floor industry classification
Industry- Product category
- Flooring Products
- NAICS
- Floor Covering Retailers (449121)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)
- akta.pro secondary industries
- Laminate Flooring Retail (CRAIAGAC), Hardwood Flooring Retail (CRAIAGAB), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Decking & Outdoor Structural Materials Retail (Composite, Railings, Posts) (CRAIAEAH)
Keywords
Where Cali Floor is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cali Floor business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Flooring Product Sales: Direct-to-consumer sales of flooring products including vinyl, laminate, hardwood, and bamboo through e-commerce platform. One-time purchase model with per-square-foot pricing
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing for all product categories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Cali Floor product offering
Product offeringCore offering
CALI designs, manufactures, and sells flooring planks and outdoor living products directly to consumers through its e-commerce site califloors.com. The core catalog spans four flooring categories — luxury vinyl plank (LVP), waterproof laminate, engineered/natural hardwood, and bamboo — alongside composite decking, artificial turf, bamboo plywood, and coordinated molding/trim accessories. Sales are transacted per square foot with quote requests available for larger orders, complemented by a free sample program and phone-based sales support.
Product overview
CALI (formerly CALI Bamboo) is a multi-category flooring and outdoor living company offering a unified portfolio across four main flooring types (vinyl, laminate, hardwood, and bamboo) plus decking and turf. The vinyl line is anchored by premium collections including Legends, Longboards (awarded Best Vinyl 2023 by Better Homes & Gardens), Select tiers, and coastal-themed designs. Laminate offerings feature waterproof options like Mavericks and Pacifica. Hardwood collections include Meritage and Barrel engineered wood. Natural bamboo and engineered bamboo complete the flooring range. Beyond flooring, CALI has expanded into composite decking, artificial turf, plywood, and installation accessories. Supporting tools include a Floor Visualizer (powered by Roomvo) and financing options through Synchrony. The company positions itself as an eco-friendly brand, making the Inc. 5000 list for 13 consecutive years and winning GreenStep Sustainability awards.
Differentiator
Problem solved
Functional benefit
Brands
- Longboards: Luxury vinyl plank flooring collection featuring wide planks
- Legends
- Mavericks
- Meritage
- GeoWood
- CALI Turf
- CALI Decking
Products and services
- CALI Vinyl Flooring Luxury vinyl plank flooring sold in named collections — Legends, Longboards (Best Vinyl of 2023, Better Homes & Gardens), Select / Select XL / Select Premium tiers, and coastal-themed Laguna, Trestles, High Tide, and Windanse lines. Sold per square foot to homeowners for residential installations.
- CALI Laminate Flooring Waterproof laminate flooring offered in the Mavericks, Santa Cruz, Pacifica, and Shorebreak collections, marketed for households seeking durable, easy-maintenance floors.
- CALI Hardwood Flooring Engineered and natural hardwood flooring sold in the Meritage, Cellar, Whiskey & Wine, First Press, Varietals, and Barrel collections, featuring species such as Sonoma Salt Oak, Semillon Surf, and Sunlit Vine.
- CALI Bamboo Flooring Eco-friendly natural and engineered bamboo flooring manufactured using CALI's proprietary Fossilized Bamboo process, including the Mocha finish; marketed as sustainably sourced.
- CALI Composite Decking Composite decking planks, railings, and installation supplies for outdoor living projects; featured on HGTV and used by the Property Brothers.
- CALI Turf Artificial turf products for outdoor spaces, including the Pebble Beach finish, sold direct to consumers.
- CALI Plywood Bamboo plywood products for construction and manufacturing applications.
- Molding, Trim & Flooring Accessories Coordinated stair treads, molding, trim, and installation supplies designed to match CALI flooring collections (e.g., Estuary Oak matching accessories).
Quantifiable outcome
- Longboards named Best Vinyl of 2023 by Better Homes & Gardens
Companies that use Cali Floor
Customer profileSegments2 records
Ideal customer profiles2 records
Cali Floor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Cali Floor partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights4 records
Cali Floor competitors and assessment
Company assessmentDirect peers
- LL Flooring: Formerly Lumber Liquidators, LL Flooring is a specialty flooring retailer with a comparable mix of LVP, laminate, hardwood, and bamboo, selling through both stores and online. It is the closest direct peer in product breadth and specialty-retail positioning to CALI.
- BuildDirect: Online-first flooring retailer carrying LVP, laminate, hardwood and tile with bulk-pricing and direct-shipping models. Highly comparable to CALI's DTC e-commerce motion in vinyl and laminate.
- Floor & Decor Holdings: Specialty hard-surface flooring retailer with a multi-category assortment (vinyl, laminate, tile, wood) plus installation supplies, mirroring CALI's category and accessories strategy at much larger scale.
Broad incumbents
- Mohawk Industries: Diversified flooring conglomerate with leading LVP and laminate brands (including Pergo). Competes with CALI across virtually every product category CALI sells, but at substantially greater scale and broader distribution.
- Lowe's: Second-largest U.S. home improvement retailer with a comprehensive flooring department and installation services, overlapping with CALI's residential and DIY customer base.
- Shaw Industries: Largest U.S. flooring manufacturer with broad LVP, hardwood, laminate and carpet lines sold through independent retailers and big-box. Overlaps CALI's product set but operates upstream via dealer channels rather than pure DTC.
- Wayfair: Online home goods marketplace with a sizable flooring category including LVP and laminate from multiple brands. Competes with CALI for online DIY flooring shoppers, though as a marketplace rather than a branded retailer.
- The Home Depot: Big-box home improvement retailer carrying CALI's category set alongside hundreds of competing brands. Competes with CALI's DIY and pro customers via broad assortment and immediate pickup availability.
- Armstrong Flooring: Established U.S. flooring manufacturer with resilient LVT and hardwood lines sold through dealers and home centers. Competitor in CALI's vinyl and hardwood categories, though distributed rather than DTC.
Emerging players
- Pergo (Unilin/Mohawk): Original laminate flooring brand now offering waterproof LVP and rigid core lines, directly competing in CALI's core categories. A focused brand-level competitor within Mohawk's portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Cali Floor social profiles
Digital presenceCali Floor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cali Floor leadership team
Management profileNumber of profiles
Profiles1 record
Cali Floor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cali Floor 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 Cali Floor
What does Cali Floor do?
CALI designs, manufactures, and sells flooring planks and outdoor living products directly to consumers through its e-commerce site califloors.com. The core catalog spans four flooring categories — luxury vinyl plank (LVP), waterproof laminate, engineered/natural hardwood, and bamboo — alongside composite decking, artificial turf, bamboo plywood, and coordinated molding/trim accessories. Sales are transacted per square foot with quote requests available for larger orders, complemented by a free sample program and phone-based sales support.
Is Cali Floor a public or private company?
Cali Floor is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cali Floor founded?
Cali Floor was founded in 2004. It employs 11 to 50 people.
Where is Cali Floor based?
Cali Floor is headquartered in Los Angeles, United States, in the North America region.
How does Cali Floor make money?
One revenue line is on record: flooring Product Sales.
Who are Cali Floor's main competitors?
Direct peers on record are LL Flooring, BuildDirect and Floor & Decor Holdings. Broad incumbents are Mohawk Industries, Lowe's, Shaw Industries, Wayfair, The Home Depot and Armstrong Flooring. Pergo (Unilin/Mohawk) is listed as an emerging player.
Does Cali Floor have an API?
No public API is recorded for Cali Floor.
What industry is Cali Floor in?
Cali Floor's product category is Flooring Products. Its primary akta.pro industry code is CRAIAGAD, Luxury Vinyl (LVP/LVT) Flooring Retail, with a secondary code of CRAIAGAC, Laminate Flooring Retail. Its NAICS code is 449121 and its SIC code is 5700.