Rustic Wood Floor Supply - Boise

What Rustic Wood Floor Supply - Boise does

Rustic Wood Floor Supply is a wholesale hardwood flooring distributor founded in 2007 and headquartered across four warehouse/showroom locations in Boise (Idaho), Norcross and Lawrenceville (Georgia), and Spokane (Washington). The company sells solid unfinished hardwood, solid prefinished hardwood, engineered hardwood, and luxury vinyl plank (LVP) flooring sourced directly from American mills such as WD Flooring and Ten Oaks, plus NWFA-certified global suppliers including Cordalera, Urban Floor, and Wickham. It also carries a comprehensive sundries and equipment division spanning adhesives, finishes, fasteners, sandpaper, professional sanders (Lagler, Festool, Pallmann), and cleaning supplies, positioning itself as a one-stop shop for professional flooring installers.

The business operates a hybrid distribution model combining physical warehouse/showroom locations with an e-commerce website (WooCommerce) and a 250-mile delivery radius serviced by dedicated carriers including the Rustic Floor Truck. It targets professional flooring contractors and general builders as its primary B2B segment, with DIY homeowners as a secondary B2C segment. Pricing is quote-based and delivered through dedicated account managers at each location, with documented wholesale savings of 15-30% versus retail flooring stores, plus volume discounts for bulk orders. The company is privately held, founder/family-operated, with no disclosed external funding, no institutional investors, and no parent entity.

Top-of-funnel demand is generated primarily through organic search and an SEO-optimized content library (knowledge base, blog, wood species guides, installation FAQs), while bottom-of-funnel conversion is driven by direct phone engagement, custom quote requests, and a "Find a Flooring Contractor" referral directory that loops end customers back to listed contractor buyers. The company's core competitive proposition is factory-direct sourcing, knowledgeable in-store staff, in-house quality and moisture testing beyond NWFA standards, and a one-stop product breadth across flooring and installation consumables.

Name

Rustic Wood Floor Supply - Boise

Legal name

Rustic Wood Floor Supply

Website

https://rusticwoodfloorsupply.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Rustic Wood Floor Supply is a wholesale hardwood flooring distributor operating four warehouse/showroom locations across Idaho, Georgia, and Washington, serving professional flooring contractors and DIY homeowners with factory-direct pricing on hardwood, LVP, and installation sundries.

Ownership category

akta.pro rank

Product category

Wholesale Flooring Distribution

NAICS

Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331), Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (423310)

SIC

Wholesale-Lumber & Other Construction Materials (5030), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031), Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Wood Flooring (Solid, Engineered, Bamboo, Cork) (IMADAJAC)

akta.pro secondary industries

Hardwood Lumber Distribution & Trading (IMAMAIAB), Hardwood Flooring Retail (CRAIAGAB)

Keywords

• Wholesale hardwood flooring
• Flooring distribution services
• Luxury vinyl plank supply
• Engineered hardwood flooring
• Flooring installation sundries

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Hardwood & Flooring Product Sales: One-time product sales of solid unfinished hardwood, solid prefinished hardwood, engineered hardwood, and luxury vinyl plank (LVP) flooring to contractors, builders, and homeowners. Revenue is generated through per-unit/product pricing with volume discounts available for wholesale buyers. The company also sells complementary flooring sundries (adhesives, finishes, fasteners, sandpaper, cleaning supplies, equipment) as ancillary product lines.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Rustic Wood Floor Supply is a wholesale distributor of premium hardwood, engineered hardwood, and luxury vinyl plank flooring, sourced directly from manufacturers and sold at contractor pricing 15–30% below retail. The company operates four warehouse/showroom locations (Boise ID, Norcross GA, Lawrenceville GA, Spokane WA) plus an e-commerce website, supporting flooring contractors, professional builders, and DIY homeowners with a full range of installation sundries, finishes, and equipment under one roof.

Product overview

Rustic Wood Floor Supply operates as a wholesale hardwood flooring distributor with a unified product portfolio organized around four core flooring categories (Solid Unfinished Hardwood, Solid Prefinished Hardwood, Engineered Hardwood, and Luxury Vinyl Plank) supported by a comprehensive sundries division offering installation accessories, equipment, and maintenance products. The company positions itself as a contractor-focused supplier offering factory-direct pricing and bulk ordering capabilities across its flooring and sundries categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Solid Unfinished Hardwood Flooring

Quantifiable outcome

• 15–30% contractor pricing savings compared to retail flooring stores
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• WD FlooringcoreOthersAmerican manufacturer of solid hardwood and engineered hardwood flooring. Rustic Wood Floor Supply partners with WD Flooring as a key domestic supplier of premium hardwood flooring products. All WD Flooring products are made in the USA using American trees and workers.
• Ten OakscoreOthersAmerican manufacturer of hardwood flooring products. Ten Oaks is a key domestic manufacturing partner supplying Rustic Wood Floor Supply with quality hardwood floors made in the USA, complementing the WD Flooring partnership.
• National Wood Flooring Association (NWFA)minorOthersIndustry association for wood flooring professionals. All brands stocked by Rustic Wood Floor Supply meet NWFA standards for grading, finishes, and responsible production. The company also conducts its own moisture tests and quality checks on incoming products.
• Cordalera FloorscoreTechnology or IntegrationSupplier of engineered hardwood (Cordalera Lakes Collection, Chene, Villa Caprisi, L'Artiste collections) and luxury vinyl plank (Cordalera Enduro, Enduro Max LVP). Rustic Wood Floor Supply is an authorized distributor of Cordalera's premium wood-look flooring products.
• Urban FloorcoreTechnology or IntegrationSupplier of engineered hardwood and luxury vinyl plank (LVP) flooring. Urban Floor provides a wide range of colors and styles including Maldives, BoraBora, Santorini, and Cascade LVP collections sold through Rustic Wood Floor Supply.
• WickhamcoreTechnology or IntegrationCanadian manufacturer of engineered hardwood flooring. Wickham supplies Rustic Wood Floor Supply with Canadian-quality engineered hardwood across a wide range of colors and grains, positioned as a premium option.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Lowe's: Second-largest US home improvement retailer with comparable flooring assortment and contractor loyalty programs (e.g., MVPs Pro). Direct competitor for both DIY homeowners and small-to-mid contractor customers.
• Home Depot: The largest home improvement retailer in the US, with hardwood and LVP flooring categories plus installation services. Anchors the big-box retail channel against which Rustic competes on price and contractor-grade quality.
• Shaw Industries: One of the largest flooring manufacturers globally (hardwood, carpet, LVP under COREtec and Shaw brands). Supplies product to Rustic's wholesaler model and competes downstream through its own retail and builder channels.
• Mohawk Industries: Major flooring manufacturer with hardwood, LVP, and laminate product lines sold through independent retailers and home centers. Competes broadly in the same end-product categories and is itself a key supplier to the wholesale channel.

Direct peers

• Floor & Decor: Large specialty retailer of hard surface flooring (hardwood, tile, LVP) selling to contractors, builders, and DIY homeowners. Closest direct competitor in business model, target customer, and product breadth, but operates at far greater scale and on a national footprint.
• Empire Today: Direct-to-consumer flooring retailer offering hardwood, LVP, and carpet with in-home sales and installation services. Comparable in flooring category mix and customer focus on residential renovation, though operates a different D2C-plus-installation model.
• LL Flooring (formerly Lumber Liquidators): Specialty hardwood and vinyl flooring retailer with a similar contractor-plus-DIY customer base. Comparable in product focus on hardwood flooring and LVP, though operating a much larger retail store network.
• ProSource Wholesale: Trade-only wholesale flooring distributor owned by Floor & Decor, serving professional contractors and builders with membership-based pricing. Directly comparable in the contractor-focused wholesale distribution model and premium product positioning.

Emerging players

• BuildDirect: Online wholesale flooring marketplace connecting suppliers with contractors and buyers. Comparable in wholesale-to-trade model and product breadth, with a tech-enabled ordering platform that contrasts with Rustic's traditional warehouse model.

Regional players

• Heritage Hardwood Floors: Regional wholesale distributor of hardwood flooring and sundries, primarily serving the Texas market. Comparable in the trade-focused wholesale distributor model and product breadth, but operates in a different geographic territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rustic-wood-floor-supply

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Rustic Wood Floor Supply - Boise