GJ Floors

What GJ Floors does

GJ Floors B.V. is a privately held Dutch specialist in floor coverings and crowd-control equipment, founded in 2007 and headquartered in Genemuiden, Netherlands. The company sells artificial turf, event carpets, vinyl flooring, entrance matting, custom-printed runners, and barrier posts through two e-commerce storefronts (rodelopers.com and gjfloors.nl), serving both B2B buyers (event venues, exhibition halls, offices, hospitality, retail) and individual consumers. Its core technical capabilities are custom carpet printing and made-to-measure cutting, supported by an inventory of more than 1,000,000 m² and an own-brand transport service that enables free delivery on orders above €500.

The product portfolio spans commodity indoor and outdoor carpet runners organized into Budget, Standard, Luxe, and Recyclable tiers; the ForFlows premium sub-brand of barrier posts (Gallery, Gala, Solid); project flooring including carpet tiles, vinyl, and artificial grass; acoustic wall panels and artificial hedges; protection carpet; and a full accessories range covering tapes, adhesives, cleaning, and storage. Revenue is generated primarily through one-time product sales via the webshops, supplemented by quote-based custom/printed B2B orders, professional installation services, and a usage-based rental stream for stanchions.

The go-to-market is predominantly direct-to-consumer e-commerce with multi-language support (Dutch, English, French), supported by organic social media (Facebook, Instagram, Pinterest), email newsletters, and high-touch customer service across phone, WhatsApp, email, and webchat. The company is founder-led (Director Gert, alongside an eight-person operational team covering inside sales, logistics, accounting, warehouse, and account management) and operates from a single location with no disclosed external investors, acquisitions, or geographic expansions beyond the multilingual storefront rollout.

Name

GJ Floors

Legal name

GJ Floors B.V.

Website

https://gjfloors.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

GJ Floors is a Dutch e-commerce specialist in event and commercial floor solutions, offering custom-printed carpets, vinyl, artificial grass, entrance matting, and ForFlows premium barrier posts to B2B clients and consumers across multiple verticals.

Ownership category

akta.pro rank

Product category

Commercial Flooring Solutions

NAICS

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

akta.pro primary industry

Commercial Flooring Retail (Contract/Trade-Focused) (CRAIAGAL)

akta.pro secondary industries

Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ), Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

Keywords

• Commercial flooring solutions
• Event carpet runners
• Custom printed carpets
• Crowd control stanchions
• Entrance mat systems

Headquarters

HQ city

Genemuiden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of floor solutions including red carpets, event carpet, project carpet, carpet tiles, vinyl, artificial grass, entrance mats, and stanchions through e-commerce webshops. Products sold as one-time purchases with unit pricing.
2. Custom/Printed Products: Custom printed carpets, logos, and branded floor solutions with premium pricing for personalization
3. Installation Services: Professional installation services for floor solutions, provided as an附加 service to product sales
4. Rental Services: Rental of stanchions (afzetpalen) for temporary events and occasions

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

GJ Floors is a Dutch floor solutions specialist that sells carpet runners, custom-printed carpets, vinyl flooring, carpet tiles, artificial grass, entrance mats, acoustic wall panels, and crowd-control barrier posts (ForFlows sub-brand) directly through two e-commerce webshops. The company serves both businesses (event venues, exhibition halls, offices, hospitality, retail) and private individuals across the Netherlands and broader Europe, with custom printing, made-to-measure cutting, professional installation, and rental services for stanchions. It operates from Genemuiden with over 1,000,000 m² of inventory and its own delivery fleet.

Product overview

GJ Floors is a specialist in floor solutions and crowd control equipment, operating primarily through its Rodelopers e-commerce platform. The company offers a comprehensive portfolio of products organized into several categories: (1) Carpet Runners (Lopers) for indoor, outdoor, and specialty applications in Budget, Standard, Luxury, and Recyclable tiers, plus custom Print options; (2) ForFlows Premium Barrier Posts including Gallery, Gala, and Solid lines with accompanying cords and entrance packages; (3) Commercial Project Flooring including carpet tiles, vinyl, artificial grass, and entrance mats; (4) Acoustic and decorative wall solutions including wall panels and artificial hedges; (5) Protection carpet for construction and renovation; (6) Installation accessories, cleaning products, and transport equipment. Since 2007, the company serves both businesses and consumers with a focus on events, exhibitions, offices, retail, and hospitality sectors. Key differentiators include vast inventory (over 1,000,000 M²), own transport service, custom printing capabilities, and professional installation services.

Differentiator

Problem solved

Functional benefit

Brands

• ForFlows: Luxury stanchions/afzetpalen product line including ForFlows Gallery, ForFlows Gala, and ForFlows Solid product series.
• Ecowash

Products and services

• Indoor Carpet Runners Carpet runners designed for indoor use, available in Budget, Standard, Luxury, and Recyclable tiers, plus custom Indoor Print options with logos and branding. Targeted at events, venues, offices, hospitality, and private consumers.
• Outdoor Carpet Runners Carpet runners for outdoor applications, available for temporary event use or permanent outdoor installation. Includes customizable Outdoor Print options for branding.
• Specialty Carpet Runners Specialty carpet runners including Glitter finish, Mirror reflective finish, and pre-printed decorative patterns for events and venues.
• Custom Printed Carpet Runners (Printlopers) Fully customized carpet runners with logos, patterns, or branding for events, corporate entrances, and retail environments. Includes Printloper Ecowash washable comfort variants.
• Printed Vinyl Flooring (Printvinyl) Custom-printed vinyl flooring solutions for indoor branding and decorative applications in commercial and event settings.
• Carpet Tiles Modular carpet tiles for permanent floor installations in commercial spaces such as offices, retail, and event venues. Includes the Florida collection.
• Barrier Posts (Afzetpalen) and Stanchions Stanchion posts for crowd control and queue management, available in multiple styles including cord-attached posts, pull-band posts, museum/exhibition barriers, and the premium ForFlows Gallery, Gala, and Solid lines. Includes rental options.
• Barrier Cords and Ropes (Afzetkoorden) Decorative cords and ropes for connecting barrier posts, available in standard, luxury, and twisted designs.
• Entrance Packages (Entreepakketten) Complete entrance solution bundles combining barrier posts with branded runner carpets, available for permanent or temporary installation. Includes ForFlows Gala Banner Sets.
• Broadloom Carpet Broadloom carpet for permanent floor covering in commercial and project applications.
• Vinyl Flooring Vinyl flooring solutions for commercial and project interior applications.
• Artificial Grass (Kunstgras) Synthetic grass solutions for indoor and outdoor landscaping and decorative applications.
• Entrance Mats (Schoonloopmatten) Floor mats designed to trap dirt and moisture at building entrances for safety and cleanliness, including custom printed entrance mats.
• Acoustic Wall Panels Sound-absorbing wall panels for acoustic management in commercial and project interiors.
• Artificial Hedges (Kunsthagen) Artificial hedge panels for decorative screening, branding backdrops, and indoor/outdoor green wall applications.
• Protection Carpet (Afdektapijt) Floor protection carpet for construction, renovation, and temporary coverage applications. Includes self-adhesive variants.
• Installation Materials Installation supplies including tape, adhesive, pins, hooks, knives, and underlays for professional carpet and flooring installation.
• Maintenance and Cleaning Products Cleaning products and maintenance supplies for carpet and flooring care. Includes the ForFlows CleanKit for stainless steel barrier post cleaning.
• Transport and Storage Equipment Equipment for transporting and storing carpet runners and barrier posts, including the Transportkar Superior cart.
• Professional Installation Service Professional installation service for floor solutions, provided as an attach offering to product sales for commercial and event clients.

Quantifiable outcome

• Free delivery for orders above €500
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Regional players

• Unica Interieur: Netherlands-based interior fit-out and flooring contractor for commercial projects including offices, healthcare, and hospitality. Comparable to GJ Floors' project/business side in the Dutch commercial flooring installation market.
• Forbo Flooring Systems: Swiss-headquartered global flooring manufacturer with strong presence in the Benelux region, offering commercial vinyl, carpet tiles, and entrance flooring systems. Regional competitor for GJ Floors' project carpet, vinyl, and entrance mat categories across Dutch and European B2B customers.
• Condor Group: Netherlands-based carpet manufacturer producing tufted carpet tiles and broadloom for commercial and residential markets. Comparable to GJ Floors' project carpet and carpet tile (Tapijttegels) assortment for Dutch offices, hospitality, and retail.

Direct peers

• Queue Solutions: Manufacturer and retailer of stanchions, barriers, and crowd-control products serving events, retail, and venues in North America. Direct comparable to GJ Floors' ForFlows barrier post business and event-focused red carpet/stanchion bundles.
• Construction Specialties: Global manufacturer of architectural products including entrance matting, expansion joint covers, and floor accessories. Comparable to GJ Floors' Schoonloopmatten (entrance mats) and commercial flooring categories serving commercial buildings.
• Crown Mats: US-based manufacturer and distributor of entrance mats, anti-fatigue mats, and floor protection products. Directly comparable to GJ Floors' entrance mat and protection carpet (Afdektapijt) categories for commercial customers.

Broad incumbents

• Interface: Global leader in modular carpet tiles and commercial flooring with strong sustainability positioning (Climate Take Back, carbon-negative products). Broad incumbent competing with GJ Floors' commercial carpet tile and project flooring categories across offices and hospitality.
• Shaw Industries: Major US carpet and flooring manufacturer offering broadloom, carpet tile, luxury vinyl, and hardwood for residential and commercial markets. Comparable at category level to GJ Floors' commercial project flooring assortment.
• Mohawk Industries: One of the world's largest flooring manufacturers covering carpet, rugs, vinyl, laminate, and tile with both retail and commercial channels. Broad incumbent competitor for GJ Floors' commercial and event flooring categories.
• Tarkett: Global flooring manufacturer offering vinyl, carpet, wood, and sports surfaces across commercial and residential segments. Overlaps with GJ Floors' vinyl, broadloom carpet, and artificial grass (Kunstgras) offerings in the project/B2B segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gjfloorsgenemuiden
• Instagraminstagram.com/gjfloors
• Pinterestnl.pinterest.com/gjfloorsgenemuiden
• LinkedInlinkedin.com/company/gjfloors

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 GJ Floors