Novafloor

What Novafloor does

Novafloor Oy is a privately held Finnish flooring company founded in 2007 in Vaasa as a father-and-son family business and now operating as one of Finland's largest flooring retailers. The company manufactures, sources, and retails flooring products across several material categories — solid oak parquet (including the Trinity sub-brand), HARDER hardened oak and vinyl flooring, standard vinyl, laminate, and herringbone-pattern floors — alongside accessories such as baseboards, seam strips, stair nosings, step sound insulators, and care/cleaning products. Core technology centers on proprietary surface treatments (oil-wax finishing and brushing) applied to real oak, plus partnership distribution of external premium brands Parador and Meister.

The business model is direct-to-consumer and trade, combining a 24/7 e-commerce storefront with five physical showrooms — four in Finland (Vantaa, Turku/Raisio, Tampere, Vaasa) and one in Malmö, Sweden — supported by remote consultation via phone, email, and video. Revenue is generated through unit-priced product sales (priced per square meter, ranging from roughly €19.95/m² for discounted vinyl to €149.40/m² for premium herringbone parquet) with regular discount campaigns and ancillary revenue from accessories and free-sample-led conversion. The primary customer segment is home-decorating consumers in Finland, with a secondary professional segment comprising installers and interior designers sourcing for client projects. Marketing is multi-channel (website/content, email newsletter, Facebook, Instagram, YouTube) and the company holds Design from Finland certification and an erikoisparketti.fi legacy web domain, reflecting both Finnish design heritage and nearly two decades of brand building.

Name

Novafloor

Legal name

Novafloor Oy

Website

https://erikoisparketti.fi

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Novafloor Oy is a Finnish flooring retailer founded in 2007, selling solid oak parquet, vinyl, laminate, and herringbone floors through e-commerce and five showrooms in Finland and Sweden, serving home-decorating consumers and professional installers.

Ownership category

akta.pro rank

Product category

Flooring Products and Manufacturing

NAICS

Floor Covering Retailers (449121), Building Material and Supplies Dealers (4441)

SIC

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

akta.pro primary industry

Hardwood Flooring Retail (CRAIAGAB)

akta.pro secondary industries

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Laminate Flooring Retail (CRAIAGAC), Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI)

Keywords

• Wood flooring products
• Parquet flooring manufacturer
• Vinyl flooring retailer
• Hardened oak floors
• Flooring accessories

Headquarters

HQ city

Vaasa

HQ country

Finland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Flooring Materials): Novafloor generates revenue through direct sales of flooring products including parquet, vinyl, laminate, and oak floors. Products are sold both through e-commerce and physical showrooms with pricing per square meter. The company also sells complementary products including baseboards, seam strips, stair nosings, and care/cleaning products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Novafloor manufactures and retails flooring products including parquet, oak plank, vinyl, laminate, and herringbone floors, primarily targeted at residential consumers and trade professionals. Products are sold through a direct-to-consumer e-commerce platform and five physical showrooms in Finland and Sweden, priced per square meter and supplemented by accessories such as baseboards, stair nosings, sound insulators, and care/cleaning products.

Product overview

Novafloor is a Finnish flooring company that manufactures and retails high-quality floors. The company offers a diverse portfolio of flooring products including parquet, vinyl floors, Trinity oak floors, hardened oak floors (HARDER brand), laminate flooring, and herringbone floors. They also provide complementary accessories such as baseboards, seam strips, stair nosings, step sound insulators, and care/cleaning products. Novafloor operates under multiple sub-brands (Trinity, HARDER, Novafloor) and partners with external brands (Parador, Meister). The company was founded in 2007 as a family business in Vaasa and has grown to become one of Finland's largest flooring companies, with showrooms in Vaasa, Vantaa, Turku, Tampere, and Malmö.

Differentiator

Problem solved

Functional benefit

Brands

• Trinity: Genuine oak plank flooring that is breathable and warm, designed to last for generations.
• Novafloor
• Parador
• Meister
• Harder

Products and services

• Parquet Flooring Traditional parquet flooring made from warm and authentic wood materials, intended for consumers and professionals valuing ecology and naturalness in residential interior design.
• Vinyl Flooring Vinyl flooring products that are quiet, easy to maintain, and durable for everyday residential use, including the HARDER Aurora cork-vinyl and HARDER Stonehenge granite-effect lines.
• Trinity Oak Flooring High-quality, carved and oil-waxed oak flooring available in parquet or plank formats under the Trinity sub-brand, marketed as breathable, warm, and designed to last generations.
• HARDER Hardened Oak Flooring HARDER hardened oak flooring combining the authentic beauty of parquet with heightened impact resistance, finished with oil-wax and brushed-surface treatment for durability.
• Laminate Flooring Laminate flooring positioned as a durable, attractive, and affordable alternative for residential projects where budget and resilience are priorities.
• Herringbone Flooring Herringbone pattern parquet flooring marketed as a timeless choice that brings elegance and dignity to residential interiors, including the Trinity Harmony herringbone oak option.
• Baseboards (Jalkalistat) Baseboards and finishing strips sold alongside flooring for installation finishing and room aesthetics.
• Seam Strips (Saumalistat) Seam strips and transition profiles for joining different flooring materials in residential installations.
• Stair Nosing Profiles (Porrasnokat) Stair nosing profiles for safe and finished stair installations.
• Step Sound Insulators (Askeläänieristeet) Sound insulation underlay materials sold to reduce step noise in flooring installations.
• Floor Care and Cleaning Products Specialized cleaning and care products for maintaining Novafloor flooring quality and appearance after installation.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• ParadorminorOthersParador is a branded product line sold through Novafloor, adding to their premium flooring portfolio.
• MeisterminorOthersMeister is a branded product line available through Novafloor, expanding their premium flooring selection.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bjelin: Swedish manufacturer of engineered wood and rigid core flooring. Comparable in offering wood-look vinyl/LVT and hardwood products directly to consumers in the Nordics, overlapping with Novafloor's vinyl and parquet assortment.
• Berg & Berg: Swedish premium parquet and wood flooring retailer with showroom presence. Closely mirrors Novafloor in combining premium oak and herringbone parquet with a multi-channel retail model in Scandinavia.
• Boen Parkett: Norwegian-origin hardwood parquet manufacturer sold across Northern Europe. Closely comparable in solid oak and engineered wood flooring, targeting similar premium residential and trade customers as Novafloor's HARDER and Trinity lines.
• Kährs Group: Swedish premium wood flooring manufacturer and retailer with multi-country European distribution. Direct comparable in hardwood parquet and engineered oak planks, with brand heritage similar to Trinity oak.

Broad incumbents

• Quick-Step (Unilin/Mohawk): Major European laminate and vinyl flooring brand owned by Mohawk. A larger incumbent with extensive retail distribution across Europe, competing with Novafloor's laminate and LVT/vinyl offerings.
• Tarkett: Global French flooring manufacturer with broad vinyl, LVT, wood, and laminate portfolio. A larger incumbent overlapping with Novafloor's vinyl and laminate categories across European retail channels.
• Gerflor: French manufacturer of vinyl and resilient floor coverings. A broader industry incumbent competing with Novafloor's HARDER vinyl line and other resilient categories in European wholesale and retail.
• Forbo Flooring Systems: Swiss global flooring manufacturer with vinyl and project flooring portfolios. A broader European incumbent overlapping with Novafloor's resilient/vinyl categories in both retail and project channels.

Others

• MeisterWerke (Meister): German premium flooring manufacturer whose products are distributed through Novafloor's assortment. A partner-brand supplier comparable rather than a direct competitor.
• Parador: German premium flooring manufacturer whose branded products are distributed through Novafloor's portfolio. Listed as a partner brand carried by Novafloor rather than a direct competitor, making it an enabling/channel comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@erikoisparketti
• Facebookfacebook.com/Novafloor.Oy
• Instagraminstagram.com/novafloor.fi
• LinkedInlinkedin.com/company/novafloor-oy

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 Novafloor