Revel Woods

What Revel Woods does

Revel Woods is a privately held, Rochester, NY-based ecommerce retailer operating a trade-only platform that distributes premium hardwood and resilient flooring exclusively to interior designers, flooring contractors, and other trade professionals. Founded in 2016 as a sister company to Installers Warehouse (a wholesale flooring distributor established by the Dupra family in 2008), the company was built by co-founders Craig and Katherine Dupra alongside their son John Dupra, leveraging 60+ combined years of hardwood flooring industry experience to curate North American-manufactured products and streamline a traditionally inefficient distribution chain. The platform's core technology is the Revel Wood Selector, a proprietary quiz-based recommendation tool that filters flooring options based on project parameters including geographic climate, subfloor type, room traffic, heating system, and lifestyle factors, intended to prevent mismatched product selections in variable environments. The product portfolio spans solid and engineered hardwood collections (including the American Tavern Collection of US-manufactured wide-plank white oak) plus the Caye Collection of SPC resilient vinyl flooring launched in 2021, all positioned as premium tier.

The business model centers on one-time product sales to trade buyers, with full pricing withheld behind Pro Account application gates and only $10 sample boxes publicly priced. Customers access the catalog exclusively through a Pro Account program that provides trade-only discounts, certification training, and early product access; physical fulfillment is decentralized via independent certified Pro Professionals who handle local delivery and installation, with Revel Woods coordinating inside delivery through third-party logistics suppliers in select markets. Geographic scope is limited to the continental United States, and the company remains bootstrapped with no external institutional funding. Marketing is content-led, relying on a blog, podcast appearances, the Expert Series featuring trade designers, and event sponsorships such as the 2020 Seasonal Living Magazine Virtual Designer Showhouse.

Name

Revel Woods

Legal name

Revel Woods Flooring Inc.

Website

https://revelwoods.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Revel Woods is a trade-only ecommerce retailer of premium hardwood and resilient flooring, selling exclusively through a certified Pro Professional network of interior designers and contractors. Its proprietary Revel Wood Selector tool matches flooring products to project parameters like climate and subfloor conditions.

Ownership category

akta.pro rank

Product category

Hardwood Flooring

NAICS

Floor Covering Retailers (449121)

SIC

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

akta.pro primary industry

Hardwood Flooring Retail (CRAIAGAB)

akta.pro secondary industries

Hardwood Floor Refinishing & Restoration (HSAPAGAB), Bamboo, Cork & Eco Flooring Retail (CRAIAGAG)

Keywords

• Hardwood flooring
• Resilient vinyl flooring
• Flooring distribution
• Trade flooring
• Flooring ecommerce

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Hardwood Flooring Product Sales: One-time product sales of premium hardwood flooring sourced from vetted US and Canadian manufacturers. Products include solid hardwood, engineered hardwood, and resilient/vinyl flooring options. Available exclusively through the proprietary Revel Wood Selector tool and Pro Account holders.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Revel Woods sells premium hardwood and resilient (SPC/WPC) flooring sourced exclusively from vetted US and Canadian manufacturers, distributed exclusively through a network of independent certified Pro professionals and a trade-only Pro Account program. Its proprietary Revel Wood Selector quiz-based tool matches customers to flooring based on geographic location, room traffic, heating system, and style preferences. Supporting offerings include premium physical sample boxes and a Certified Flooring Professional training course for design trade members.

Product overview

Revel Woods is an eCommerce boutique offering curated, high-quality hardwood and resilient flooring backed by expert service. The core platform centers on the proprietary Revel Wood Selector (quiz-based matchmaking tool) that recommends optimal floors based on project parameters. The portfolio includes hardwood collections (American Tavern Collection, species-specific offerings) sourced and manufactured in the US/Canada, plus the Caye Collection of SPC resilient flooring. Supporting services include Premium Sample Boxes for in-home evaluation and the Certified Flooring Professional Program for design trade members. Products are available exclusively through Pro Account membership to trade professionals.

Differentiator

Problem solved

Functional benefit

Brands

• The American Tavern Collection: A wide plank, wire brushed, distressed white oak collection sourced and manufactured completely in the United States.
• The Caye Collection

Products and services

• Premium Sample Boxes Physical sample boxes containing 4 deluxe wood samples (8 pieces total) sourced from different planks to accurately show character and variation; notebook-sized for portability when comparing against cabinets and countertops; designed for trade designers and homeowners evaluating Revel Woods products.
• The American Tavern Collection A wide plank, wire brushed, distressed white oak flooring collection sourced and manufactured entirely in the United States, featuring rounded edges for comfort. Targeted at residential customers seeking premium domestic hardwood with a heritage Americana theme.
• The Caye Collection Premium resilient SPC (Solid/Stone Polymer Composite) flooring collection featuring 12 total looks including 9 wood-look and 3 tile-look options. Includes scratch-resistant additive throughout the entire wear layer and a 12mil wear layer engineered to outperform standard 20mil competitor products at lower cost; targeted at trade designers and homeowners seeking durable waterproof flooring alternatives.
• Resilient Vinyl Flooring (SPC and WPC) Category of resilient vinyl flooring including SPC (Stone Polymer Composite) and WPC (Wood Pulp/Polymer Composite) products. SPC provides greater durability and stability than WPC, particularly in direct sunlight; expanded into the resilient category in response to customer demand and the fastest-growing flooring market segment.
• Hardwood Floor Collections Curated portfolio of domestic hardwood flooring collections including species such as Northern Red Oak, White Ash, Hard Maple, Silver Maple, Birch, Hickory, Black Walnut, American Cherry, and White Oak. All products are sourced, manufactured, and milled in North America to company quality, sustainability, and ethical standards.
• Revel Woods Certified Flooring Professional Program Industry-leading certification course for Interior Designers on hardwood flooring, taking approximately one hour to complete. Certified professionals can share credentials with clients to demonstrate verified flooring expertise as part of their design practice offerings.

Quantifiable outcome

• Designers using Revel Woods can generate $1M+ in flooring sales annually

Named customers4 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

One partnership is on record.

• Seasonal Living MagazineminorGTM or Marketing Partner · 30 October 2020Revel Woods was one of 15 sponsoring brands in the Seasonal Living Magazine's Luxury Virtual Designer Showhouse. The event featured 11 designers and provided interactive 3D rendered rooms with 720-degree views. Revel Woods debuted five new flooring options during the showhouse. This partnership enhanced brand visibility among design professionals.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Shaw Floors: Shaw is a major flooring manufacturer and retailer carrying hardwood, carpet, LVT and tile through dealer/pro networks. Overlaps Revel Woods' hardwood + resilient assortment and designer-trade distribution strategy.
• Floor & Decor: Floor & Decor is a large specialty flooring retail chain with pro-focused stores, design services, and a broad assortment including hardwood, tile, and LVT. It overlaps Revel Woods' hardwood + resilient mix and pro-designer adjacency, but at vastly broader scale and assortment breadth.
• LL Flooring (formerly Lumber Liquidators): LL Flooring is one of the largest US specialty retailers of hardwood, laminate, vinyl, and tile flooring with hundreds of stores. It directly competes with Revel Woods in consumer hardwood purchasing, though its model is traditional big-box retail rather than trade-only ecommerce.
• Mohawk Industries (Mohawk / SolidTech): Mohawk is a global flooring manufacturer with hardwood and resilient (SolidTech) lines distributed through retailers and Pros. Comparable category mix (premium hardwood + resilient SPC), with much broader scale and well-funded distribution.

Direct peers

• BuildDirect: BuildDirect is an online-only flooring and building materials retailer offering hardwood, LVT, and tile direct to consumers and pros. Closely comparable business model — ecommerce-first flooring distribution with a pro/designer channel — and overlaps Revel Woods' curated digital hardwood thesis.
• Provenza Floors: Provenza Floors is a designer-focused hardwood and LVT brand sold through specialty retailers and design showrooms. Comparable custom-made hardwood offering, designer/specifier channel, and product curation strategy.
• Carlisle Wide Plank Floors: Carlisle is a premium specialty retailer and manufacturer of wide-plank hardwood flooring sold through dealers and design professionals. Directly comparable in its designer/specifier go-to-market and premium-domestic hardwood positioning.
• Woodpecker Floors: Woodpecker is a UK-based engineered and solid hardwood specialist selling through independent retailers and designers. Comparable premium-hardwood + designer-channel model, although primarily European-focused.

Others

• Walker Edison (online DTC furniture/flooring adjacent): Not a direct flooring peer, but Walker Edison represents the online-first, curated-home-improvement DTC model that informs Revel Woods' go-to-market philosophy. Included only as an adjacent ecommerce-curation reference point.
• Houzz Pro (trade marketplace): Houzz Pro is the trade and pro-marketplace arm of Houzz, used by the same interior designer segment Revel Woods targets and where Revel Woods is featured in homeowner case studies. Ecosystem partner rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/revelwoods

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Revel Woods