What Gehl Flooring Supply does

Gehl Flooring Supply is a wholesale distributor of flooring products and related installation, sanding, and finishing materials, based in Wauwatosa, United States. The company sells primarily to professional flooring contractors, installers, and finishers who require wholesale quantities of wood flooring, coatings, abrasives, adhesives, equipment, applicators, and floor care products for commercial and residential projects. Its product portfolio spans unfinished and prefinished solid and engineered wood flooring, luxury vinyl plank and tile (LVP/LVT), rubber sports flooring, waterborne and oil-based finishes, sealers, stains, sanding equipment, buffers, dust containment, nailers, UV curing machines, and a broad range of installation and finishing accessories. The company distributes products under multiple brand lines including Northwood, Cumberland, Allegheny Mountain, Naturale Elegance, Hallmark, Iconic, Create, Appalachian, and Arboritec.

The company operates as a direct-to-consumer e-commerce platform built on WooCommerce, with its website (gehlflooring.com) functioning as the primary sales and marketing channel. Its go-to-market is centered on a Pro Member program that offers custom pricing and account management features (job sheets, wishlists) to registered professional buyers, alongside an affiliate registration program for partner referrals. Pricing is not publicly disclosed for most SKUs; products typically display "Select options" rather than fixed prices, indicating quote-based or login-gated pricing for non-members. The revenue model is one-time product sales through its own e-commerce storefront, with the firm operating as a single-country domestic distributor. No parent company, subsidiaries, funding rounds, management team, M&A activity, or revenue figures are disclosed in the available source material.

Name

Gehl Flooring Supply

Legal name

Gehl Flooring Supply

Website

https://floorsupplynetwork.com

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

11–50 employees

Short description

Gehl Flooring Supply is a wholesale distributor selling wood flooring, LVT, coatings, abrasives, adhesives, equipment, and accessories to professional flooring contractors and installers through its WooCommerce-based e-commerce platform with a Pro Member pricing program.

Ownership category

akta.pro rank

Product category

Flooring Materials Wholesale Distribution

NAICS

Floor Covering Retailers (449121), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Flooring (Carpet, Tile, Wood, Laminate) Distribution (CRAOAFAE)

akta.pro secondary industries

Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Resilient Sheet Vinyl & Linoleum Flooring Retail (CRAIAGAF), Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ), Commercial Flooring Retail (Contract/Trade-Focused) (CRAIAGAL)

Keywords

• Flooring wholesale distribution
• Wood flooring products
• Floor sanding equipment
• Flooring adhesives supplies
• Professional flooring materials

Headquarters

HQ city

Wauwatosa

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Gehl Flooring Supply generates revenue through direct product sales of flooring materials and accessories. Products include wood flooring (prefinished and unfinished), coatings, abrasives, stains, adhesives, equipment, applicators, floor care products, and accessories. Sales occur through the company's e-commerce website with pricing structured for Pro Members who receive custom pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Gehl Flooring Supply is a wholesale distributor that sells flooring materials, coatings, abrasives, adhesives, equipment, applicators, floor care products, and installation accessories directly to professional flooring contractors through its e-commerce website. The company offers both unfinished and prefinished wood flooring (domestic and exotic varieties), luxury vinyl plank/tile, and specialty flooring, alongside the professional-grade sanding and finishing supplies needed to install and maintain those floors. A Pro Member program provides registered trade customers with custom pricing and account management tools.

Product overview

Gehl Flooring Supply is a wholesale distributor offering a comprehensive portfolio of flooring products and installation/sanding & finishing materials. The company operates as a single unified e-commerce platform selling across multiple product categories: unfinished and prefinished wood flooring (including Northwood, Cumberland, Allegheny Mountain, Naturale Elegance, Hallmark, Iconic, Create, and Appalachian brands), luxury vinyl plank and tile (LVP/LVT), rubber sports flooring, coatings (waterborne finishes, oil/solvent finishes, penetrating oils/waxes, sealers, and sport products from brands like Arboritec), abrasives (sanding belts, discs, screens, buffer pads), adhesives, equipment (sanders, edgers, buffers, dust containment, nailers, UV curing machines), applicators, and floor care products. The platform also offers extensive accessories including install accessories, sand and finish accessories, wood trims, moldings, and vents. The company serves professional flooring contractors and offers Pro Member pricing through account login.

Differentiator

Problem solved

Functional benefit

Products and services

• Unfinished Wood Flooring
• Prefinished Wood Flooring
• Luxury Vinyl Plank and Tile Flooring
• Rubber Sports Flooring
• Wood Floor Coatings and Finishes
• Abrasives
• Flooring Equipment
• Adhesives and Primers
• Floor Care and Maintenance Products
• Stains
• Flooring Accessories and Installation Supplies
• Pro Member Program

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Broad incumbents

• MSI (M S International): National importer and distributor of flooring, countertops, and hardscape products to dealers, contractors, and retailers; comparable as a multi-category surfacing wholesaler serving pro channels.
• AHF Products: Hardwood flooring manufacturer offering multiple domestic and imported brands (Bruce, Hartco, Robbins, LM Flooring); a key upstream supplier/competitor whose brands Gehl either carries or competes against.
• Floor & Decor Holdings: Public large-format specialty retailer of hard-surface flooring with pro-focused programs; competes for the same professional contractor customers as Gehl but at vastly greater scale and national footprint.
• Mohawk Industries: Largest U.S. flooring manufacturer with broad residential and commercial lines including wood, LVT, and accessories; competes indirectly via its distribution network serving the same contractor ecosystem.
• Shaw Industries: Major flooring manufacturer (carpet, hardwood, LVT, tile) with a dedicated Shaw Floors Pro retail and contractor network; comparable through its branded product distribution to contractors.

Direct peers

• ProSource Wholesale: Trade-only flooring, cabinet, and countertop wholesale distributor serving professional members; the closest model match to Gehl's Pro Member program and contractor-focused wholesale approach.
• BuildDirect: Online wholesale flooring marketplace selling hardwood, LVP, tile, and accessories direct to contractors and consumers; the closest digitally-native wholesale counterpart to Gehl's e-commerce model.
• Empire Today: Direct-to-consumer flooring retailer specializing in carpet, hardwood, LVP, and tile with home installation services; comparable in product mix and contractor-supply role to Gehl.
• LL Flooring (formerly Lumber Liquidators): Specialty retailer of hardwood, laminate, vinyl, and flooring accessories sold direct to consumers and pros; directly comparable in product mix (wood flooring, accessories, installation supplies) and e-commerce-led model.

Regional players

• Flooring America / Flooring Canada: Member-owned cooperative of independent flooring retailers across the U.S. with pro-designer services; comparable as a flooring retailer/distributor network targeting both consumers and trade buyers.

Market position

Strengths4 records

Weaknesses4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gehlflooring
• LinkedInlinkedin.com/company/gehl-flooring-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 Gehl Flooring Supply