Floortech

What Floortech does

Floortech Corporation is a privately held, family-owned flooring retailer headquartered in Greenwood, Indiana. Founded in 1984 and purchased by Jeff and Nicole Montfort in 2005, the company operates two physical showroom locations in Greenwood and Franklin, IN, serving residential homeowners, custom home builders, and small-to-mid-market commercial customers (including hotels, restaurants, churches, dental offices, law firms, and fire stations). Its product portfolio spans carpet, hardwood, tile, vinyl, luxury vinyl, laminate, wall tiles, countertops, and area rugs, with heavy merchandising emphasis on Mohawk Flooring branded lines (RevWood, SmartStrand, TecWood, SolidTech, PureTech, EverStrand, PETPremier, UltraWood), complemented by Karastan and Godfrey Hirst products. Supporting services include in-house professional installation, kitchen and bath remodeling, backsplashes, custom showers, and fireplace installations, plus Synchrony Bank consumer financing for qualified buyers.

The business runs on a traditional sales-led, direct-to-consumer retail model. Customers browse products in-showroom, request no-obligation free estimates, and purchase flooring with professional installation. The company supplements its physical presence with a website built on the Roomvo-powered "Omnify+" e-commerce platform, which provides product browsing, a room visualization tool, an AI chatbot, and an inquiry submission flow; content marketing (Flooring 101 guides, blog) and organic social (Facebook, Instagram) support top-of-funnel awareness. There is no proprietary technology platform; the AI chatbot and Roomvo visualizer are third-party integrations.

Revenue is generated through three streams: one-time product sales of flooring and surface materials, professional installation and remodeling services, and transaction-fee economics from Synchrony Bank-financed purchases. Pricing is not publicly disclosed; the company offers free estimates and financing as conversion mechanisms. The Montfort family maintains direct operational and ownership control, with no external institutional investors or parent company affiliations.

Name

Floortech

Legal name

Floortech Corporation

Website

https://floortechcorp.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Floortech Corporation is a family-owned flooring retailer operating two showrooms in Greenwood and Franklin, Indiana, selling Mohawk-branded flooring, tile, countertops, and rugs with professional installation to residential homeowners and small commercial customers.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121), Flooring Contractors (23833)

SIC

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

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industries

Laminate Flooring Retail (CRAIAGAC), Hardwood Flooring Retail (CRAIAGAB)

Keywords

• Flooring retail services
• Residential floor coverings
• Commercial flooring installation
• Kitchen bath remodeling
• Floor covering products

Headquarters

HQ city

Greenwood

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: Sale of flooring materials including carpet, hardwood, laminate, luxury vinyl, tile, and related products. Products are sold directly to consumers through showroom locations with professional installation available.
2. Installation Services: Professional flooring installation services provided to customers purchasing flooring products. Also includes kitchen and bath remodels, backsplashes, custom showers, and fireplaces.
3. Financing Services: Company offers financing for qualified buyers through Synchrony Bank partnership, enabling customers to pay for products and installation over time.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Floortech sells flooring materials (carpet, hardwood, laminate, luxury vinyl, tile, carpet tile), wall tiles, tile countertops, and area rugs through two physical showroom locations in Greenwood and Franklin, Indiana. The company provides professional in-house installation, kitchen and bath remodeling (backsplashes, custom showers, fireplaces), and customer financing via a Synchrony Bank partnership for residential homeowners and commercial projects.

Product overview

Floortech Corporation operates as a flooring retail business with an e-commerce platform branded as 'Omnify+', offering products through physical showroom locations in Greenwood and Franklin, IN, and an integrated website. The product portfolio centers on flooring materials organized into four main categories: Floors (including hardwood, carpet, tile, vinyl, luxury vinyl, laminate, and carpet tile), Walls (wall tiles), Countertops (tile countertops), and Rugs (area rugs and custom bound rugs). The company distributes major branded product lines primarily through Mohawk Flooring, including RevWood (laminate), SmartStrand (carpet), TecWood (hardwood), SolidTech (luxury vinyl), PureTech (luxury vinyl), EverStrand (carpet), PETPremier (pet carpet), UltraWood (engineered hardwood), Karastan LuxeCraft (rugs), and Godfrey Hirst products. Supporting services include professional installation, kitchen and bathroom remodeling, custom showers, backsplashes, and financing options. The platform also integrates Roomvo room visualization technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Flooring Materials

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature2 records

Partnerships

Five partnerships are on record, tiered primary, core, minor and secondary.

• Mohawk FlooringprimaryChannel Partner/ Reseller/ DistributorMohawk Flooring is the primary brand partner carried by Floortech. The company features Mohawk products including RevWood laminate, SmartStrand carpet, TecWood hardwood, SolidTech vinyl, EverStrand carpet, PureTech LVP, and PetPremier carpet. Mohawk is highlighted for environmentally responsible practices and eco-friendly flooring products.
• RoomvocoreTechnology or IntegrationRoomvo provides the room visualizer technology integrated into Floortech's website, allowing customers to preview flooring products in their space before purchasing.
• PergominorGTM or Marketing PartnerPergo is listed as a sponsor on the Roomvo platform integrated with Floortech's website.
• KarastansecondaryChannel Partner/ Reseller/ DistributorKarastan LuxeCraft rugs are featured as a product line at Floortech, representing the Karastan brand of area rugs.
• Godfrey HirstsecondaryChannel Partner/ Reseller/ DistributorGodfrey Hirst SmartStrand and Godfrey Hirst Wool carpet products are featured product lines at Floortech.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• LL Flooring: LL Flooring (formerly Lumber Liquidators) is a national specialty retailer of hardwood, laminate, vinyl, and bamboo flooring with both showroom and online channels. It competes with Floortech for residential remodel and replacement flooring demand, particularly in hardwood and laminate where Floortech's RevWood and TecWood lines compete head-on.
• Empire Today: Empire Today is a direct-to-consumer, in-home sales flooring retailer specializing in carpet, hardwood, and LVT with professional installation. It competes with Floortech's free-estimate, mobile-sales-driven model for residential replacement flooring in Indiana and adjacent Midwest markets.
• Floor & Decor: Floor & Decor Holdings (NYSE: FND) operates the largest U.S. specialty retail chain for hard-surface flooring, with showrooms spanning tile, wood, laminate, vinyl, and installation accessories. As a direct peer to Floortech, it competes for the same residential renovation, custom-home, and small commercial flooring buyer, but at vastly greater scale and across multiple states.
• Tile Shop: Tile Shop is a specialty retailer of tile, natural stone, and flooring accessories with company-owned showrooms across the U.S. It directly overlaps with Floortech's tile category sales, backsplash and shower upgrade use cases, and serves a comparable custom home builder and remodeler customer base.
• Carpet One Floor & Home: Carpet One Floor & Home is a member-owned cooperative of independent flooring retailers across North America, sharing marketing, supplier relationships, and category breadth similar to Floortech's. Many of its member stores directly overlap with Floortech in residential and light-commercial flooring retail and installation.

Others

• Mohawk Industries: Mohawk Industries is the largest U.S. flooring manufacturer and Floortech's primary brand partner, supplying the majority of Floortech's branded product lines. While not a retail competitor, Mohawk's strategic moves on pricing, dealer programs, and emerging direct channels directly shape Floortech's economics and assortment.

Broad incumbents

• Shaw Industries: Shaw Industries is a major U.S. flooring manufacturer with broad product breadth and a direct relationship with retailers and builders. It overlaps Floortech's assortment in carpet, hardwood, LVT, and tile, and serves as both a competitor supplier and category benchmark for the local-retail flooring value proposition.
• Lowe's: Lowe's Companies is a national home improvement chain with full flooring departments in-store and online, plus installation services. It overlaps Floortech for DIY and PRO-renovation buyers across carpet, hardwood, LVT, laminate, and tile, and competes on product breadth, financing, and weekly promotions.
• The Home Depot: The Home Depot operates large-format home improvement stores carrying extensive flooring assortments with installation services, directly competing with Floortech on residential renovation projects in the Indianapolis market. Its scale enables aggressive pricing, same-day pickup, and broad financing offers that local retailers must differentiate against.

Regional players

• Bedrosians Tile & Stone: Bedrosians Tile & Stone is a tile, stone, and flooring distributor and retailer with showrooms across the western and southern U.S. It mirrors Floortech's combined retail-plus-installation model for tile and natural stone, and competes in the design-driven custom home and commercial tile segments, though primarily outside Indiana.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/floortechcorp
• Instagraminstagram.com/floortechcorp

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Floortech