What LL Flooring does

LL Flooring (formerly Lumber Liquidators) is a U.S. specialty flooring retailer founded in 1994 and headquartered in Richmond, Virginia. The company sells hardwood, vinyl, laminate, waterproof hybrid resilient (Duravana), tile, carpet, bamboo, and cork flooring under proprietary brands including Bellawood, CoreLuxe, Virginia Mill Works, Mayflower, AquaSeal, Tranquility, and Dream Home, with products carrying FloorScore, Greenguard Gold, and CARB-compliant certifications. It serves two primary customer segments: DIY homeowners undertaking remodeling projects (over 70% of historical sales) and professional contractors served through a dedicated PRO program offering bulk pricing, dedicated credit via Capital One, and extended store hours.

The business operates an integrated product-plus-services model: customers can browse products and order free samples online through llflooring.com or in physical showrooms, schedule free in-home installation estimates, and finance purchases via a Synchrony Bank-issued private-label credit card offering 24-month interest-free promotions. Fulfilment spans buy-online-pickup-in-store, home delivery, curbside drop-off, and white-glove in-home delivery. At its peak, the company operated more than 400 stores across 44 U.S. states and ran a national distribution network anchored by a Richmond-area facility.

Following Chapter 11 bankruptcy protection filed in August 2024, driven by excess inventory, compressed margins, and weak residential remodeling demand against elevated mortgage rates, LL Flooring was delisted from the NYSE and its operating assets were acquired by F9 Investments (founded by former CEO Tom Sullivan) in October 2024 for approximately $40 million. Roughly 219 stores were preserved, approximately 200 stores were liquidated, the Richmond distribution center was sold to Blackstone's data center subsidiary, and the enterprise reorganized as a privately held, PE-backed specialty retailer under the legacy Lumber Liquidators branding.

Name

LL Flooring

Legal name

LL Flooring, Inc.

Website

https://llflooring.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

LL Flooring (formerly Lumber Liquidators) is a U.S. specialty flooring retailer selling hardwood, vinyl, laminate, tile, carpet, and waterproof flooring to DIY homeowners and professional contractors via 219 retail showrooms, e-commerce, installation services, and a Synchrony-backed financing program.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industries

Hardwood Flooring Retail (CRAIAGAB), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Laminate Flooring Retail (CRAIAGAC)

Keywords

• Specialty flooring retail
• Hardwood flooring
• Vinyl plank flooring
• Flooring installation services
• Professional contractor flooring

Headquarters

HQ city

Toano

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: One-time product sales of hardwood, vinyl, laminate, bamboo, cork, and carpet flooring products along with installation accessories such as moldings, baseboards, underlayment, and floor care products
2. Installation Services: Professional flooring installation services offered through in-home assessments and scheduled installation appointments coordinated through retail locations

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

LL Flooring is a U.S. specialty flooring retailer that sells hardwood, vinyl, laminate, hybrid resilient, waterproof, tile, carpet, bamboo, and cork flooring under its own proprietary brands (Bellawood, CoreLuxe, Duravana, Virginia Mill Works, Mayflower, AquaSeal, Tranquility, Dream Home, ReNature). It complements product sales with professional flooring installation services, free in-home estimates, a PRO program for contractors, and a digital Floor Visualizer tool that lets customers preview flooring in their space before purchase.

Product overview

LL Flooring (formerly Lumber Liquidators) is a specialty flooring retailer offering a broad portfolio of hard-surface and soft-surface flooring products alongside installation services and professional contractor programs. The core product lineup spans vinyl (luxury vinyl plank, rigid vinyl plank, glue-down, peel-and-stick), hardwood (solid and engineered, under brands Bellawood, Bellawood Artisan, Mayflower, Virginia Mill Works), laminate (waterproof and traditional), hybrid resilient (Duravana), tile (porcelain, ceramic, stone-look), carpet (with stain protection technologies LifeGuard, R2X, ColorGuard), and natural materials (bamboo, cork). The company complements its product range with installation accessories (moldings, stair parts, vents, underlayment, adhesives), home decor (butcher block, shiplap), professional installation services, and the LL PRO program for contractors. Digital tools include a Floor Visualizer, free sample ordering, and multi-channel fulfillment (BOPIS, home delivery with multiple service tiers). Financing is available through Synchrony Bank-issued credit, and the company also operates a cashback rebate program.

Differentiator

Problem solved

Functional benefit

Brands

• Bellawood: Hardwood flooring brand including Bellawood Artisan, Bellawood Domestics, and Bellawood EXOTICA product lines
• CoreLuxe
• Virginia Mill Works
• Mayflower
• AquaSeal
• Duravana
• Tranquility
• Dream Home
• ReNature
• 1-2-3-Floor

Products and services

• Vinyl Flooring Vinyl flooring products including luxury vinyl plank (LVP), rigid vinyl plank, glue-down vinyl, and peel-and-stick vinyl spanning brands such as CoreLuxe, CoreLuxe XD, CoreLuxe Ultra, ReNature by CoreLuxe, Acclaim Collection by Shaw, and Stone-Look Vinyl Tile. Waterproof performance and multiple color options are offered for DIY homeowners and contractors.
• Hardwood Flooring Solid and engineered hardwood flooring under brands including Bellawood, Bellawood Artisan, Mayflower, and Virginia Mill Works, in species such as White Oak, Red Oak, Hickory, Acacia, Maple, and Brazilian Cherry. Offered for residential and light commercial installation.
• Laminate Flooring Water-resistant and traditional laminate flooring under brands AquaSeal, Dream Home, and Tranquility, replicating natural hardwood, stone, and pattern looks. Waterproof laminate variants are also offered.
• Waterproof Flooring Waterproof flooring spanning waterproof vinyl, waterproof laminate, waterproof tile, and waterproof hybrid resilient flooring. The Duravana brand is the flagship hybrid resilient waterproof line. Designed to protect against household spills and moisture across various room types.
• Duravana Hybrid Resilient Flooring Duravana hybrid resilient flooring combining characteristics of traditional hardwood with modern waterproof technology. Available in colors such as Foggy Bottom Oak, Morning Dew Oak, and Silk Spire Oak, with attached padding for installation across all grades.
• Tile Flooring Porcelain, ceramic, and subway tile flooring in various colors and styles, with stone-look vinyl tile offered as a waterproof alternative.
• Carpet Carpet products including low pile, medium pile, plush, shag, and pattern carpet. Specialty features include LifeGuard stain protection, R2X Stain & Soil Technology, ColorGuard, SoftBac cushion backing, and pet-friendly options.
• Bamboo and Cork Flooring Natural flooring including solid and strand bamboo, and cork flooring, offered as sustainable and eco-friendly alternatives to traditional hardwood.
• Installation Accessories Installation accessories including moldings and baseboards, stair essentials (stair noses, treads, risers), vents and grills, floor preparation tools (nailers, cutters, saws, moisture meters), radiant floor heating, underlayment and padding, flooring adhesives, and waterproof accessories.
• Professional Installation Services Professional flooring installation including carpet installation, free in-home assessments and estimates, design consulting, and project coordination through a dedicated Project Coordination Office for residential and light commercial projects.
• LL PRO Program Dedicated professional program for contractors, builders, and remodelers offering PRO Perks, PRO Line of Credit through Capital One, extended store hours (open one hour earlier, close one hour later), and access to the ProFiles Podcast hosted by Tom Kraeutler.
• Financing and Credit Account Promotional financing including 24-month interest-free financing on in-store purchases of $5,000 or more via the LL Flooring credit card issued by Synchrony Bank, plus cashback rebate programs for qualifying purchases.
• Free Flooring Samples and In-Home Estimates Up to four free flooring samples per order with small shipping surcharge on additional samples. Free in-home flooring installation estimates are scheduled online or by calling 1-800-227-4036.
• Bellawood Floor Care Maintenance Kit Floor care kit containing 32 oz Bellawood Floor Cleaner (Greenguard Gold Certified, urethane-safe), an aluminum mop head with hook-and-loop attachment, mop handle, washable microfiber pads, felt floor protection pads, and care instructions. Suitable for hardwood, laminate, tile, stone, vinyl, and LVT surfaces.
• Commercial Rubber Moldings and Transitions Commercial rubber moldings including traffic transitions, #45 reducers, and wall base products in colors Black, Brown, Fawn, Smoke, and Dark Gray. Designed for commercial and light commercial applications.

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

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Lowe's Companies: Second-largest US home improvement retailer with extensive flooring departments, install services, and a MyLowe's Rewards PRO program; competes with LL Flooring across vinyl, hardwood, laminate, and tile categories.
• Mohawk Industries: Global flooring manufacturer (Mohawk, Pergo, Karastan) whose products compete on retail shelves with LL Flooring's private-label assortments and which sells through many of the same retail channels.
• Shaw Industries: Largest US carpet manufacturer and major supplier of resilient, hardwood, and tile flooring; both a potential supplier and a channel competitor via Shaw Floors retail displays and the Acclaim Collection carried by LL Flooring.
• The Home Depot: Largest US home improvement retailer with broad flooring assortments in-store and online plus installation services; competes head-on with LL Flooring on price, convenience, and PRO contractor offerings, though as part of a much wider portfolio.

Emerging players

• Wayfair: Online home goods marketplace with significant flooring and rug categories competing for digital DIY buyers who might otherwise use LL Flooring's e-commerce site; overlapping assortment but no installation services.
• Build.com (now part of Ferguson): Online home improvement retailer (acquired by Ferguson) with strong pro-buyer orientation in flooring, hardware, and bath; competes for digitally savvy DIY and PRO customers in LL Flooring's addressable market.

Direct peers

• Floor & Decor Holdings: Specialty hard-surface flooring retailer with ~250+ stores and a strong PRO contractor program; the closest direct competitor to LL Flooring's specialty flooring superstore model, with overlapping hardwood, tile, vinyl, and laminate assortments.
• Empire Today: US direct-to-consumer flooring and installation company offering in-home shopping for carpet, hardwood, vinyl, and tile; competes with LL Flooring's installation-led, residential replacement positioning.

Others

• FERG / Ferguson Enterprises: Plumbing and HVAC distributor that acquired Build.com; not a direct flooring competitor but a related building-products distribution platform with adjacent exposure to home improvement and contractor channels.

Regional players

• Menards: Midwest-focused home improvement chain with substantial flooring departments and installed sales; competes regionally in the 12+ states where Menards operates and overlaps with LL Flooring's Midwest stores.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/LLFlooringOfficial
• Instagraminstagram.com/llflooringofficial/?hl=en
• Pinterestpinterest.com/hardwoodforless
• Xx.com/LumberLiqTR
• LinkedInlinkedin.com/company/llflooring

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

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 LL Flooring