What Online Flooring Store does

Online Flooring Store is an Australian e-commerce retailer specializing in flooring materials for residential and commercial customers, headquartered in Burleigh Heads, Queensland. Operating as a self-serve online platform, the company offers more than 1,200 SKUs across hybrid, vinyl, engineered and solid timber, laminate, bamboo, carpet tiles, tiles, artificial grass, and rugs, supported by nationwide delivery and two appointment-only showrooms in Cleveland (QLD) and Churchlands (WA). Installation services are delivered through an exclusive partnership with Airtasker, providing access to a network of 200+ professional floor layers.

The business runs a transaction-based revenue model combining DIY-friendly click-lock products with a quote-based system for bulk and trade orders. Unit pricing varies by SKU and category, with samples priced from $15 (fully redeemable against purchase) and accepted payment methods including Afterpay, PayPal, Visa, Mastercard, and American Express. The product mix blends third-party brands (Hurford Flooring, Premium Floors Quick-Step, NFD, Airlay, Terra Mater Floors, Interface, Clever Choice, Eco Flooring Systems, Signature Floors, Topdeck, Decoline, Australian Select Timbers, Bayliss Rugs, Premium Floors ARC, Wonderful Floors, SYNLawn, Zenku, Desire) with a private-label Eclipse by Online Flooring Store range spanning hybrid, vinyl, and engineered timber across eight sub-collections.

Customer acquisition is content-led, leveraging an SEO-optimized blog covering species- and room-specific flooring topics, organic social presence across Instagram, Facebook, YouTube, Twitter, LinkedIn, Yelp, and Trustpilot, and an email newsletter offering $25 off orders above $500. The company is family-owned and wholly Australian operated, with 1-10 employees, 55+ years of combined industry experience, a 4.8/5 Trustpilot rating from 79+ reviews, and no disclosed funding rounds, institutional investors, or revenue figures.

Name

Online Flooring Store

Legal name

Online Flooring Store

Website

https://onlineflooringstore.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Online Flooring Store is an Australian e-commerce retailer selling 1,200+ flooring products (hybrid, vinyl, timber, laminate, bamboo, carpet tiles, tiles, artificial grass, rugs) direct to residential homeowners and trade customers nationwide, with sample ordering, BNPL checkout, and installation services delivered via Airtasker.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

akta.pro secondary industries

Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Carpet & Area Rug Flooring Retail (CRAIAGAE), Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

Keywords

• Flooring retail
• Vinyl flooring
• Hybrid flooring
• Timber flooring
• Carpet tiles

Headquarters

HQ city

Burleigh Heads

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of flooring products including hybrid, vinyl, timber, laminate, bamboo, carpet tiles, tiles, artificial grass, and rugs. Revenue generated through one-time product purchases with optional professional installation services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Online Flooring Store is an Australian online retailer that sells flooring products directly to consumers, including hybrid, vinyl, timber, laminate, bamboo, carpet tiles, tiles, artificial grass, rugs, and underfloor heating. The business stocks 1,200+ products across its categories and pairs product sales with a national installer-matching service for end-to-end flooring supply and installation.

Product overview

Online Flooring Store is an Australian e-commerce flooring retailer offering over 1,200 products across multiple flooring categories. The portfolio spans hybrid, vinyl, engineered timber, solid timber, laminate, bamboo, carpet tiles, tiles, artificial grass, and rugs. The business operates primarily as an online retailer with professional installation services, featuring both third-party brands (including Hurford Flooring, Premium Floors Quick-Step, NFD, Airlay, Interface, and Terra Mater Floors) and exclusive private-label products under the Eclipse by Online Flooring Store house brand. Underfloor heating systems are offered as complementary add-ons. The company differentiates through DIY-friendly products, Australia-wide delivery, sample ordering, and a network of 200+ professional floor layers.

Differentiator

Problem solved

Functional benefit

Brands

• Eclipse by Online Flooring Store: Private label hybrid and engineered timber flooring brand sold exclusively through Online Flooring Store

Products and services

• Hybrid Flooring Rigid hybrid SPC/WPC flooring planks sold online to Australian homeowners and trade buyers for residential and light commercial installations.
• Vinyl Flooring Vinyl flooring products sold online to residential and trade customers as a waterproof, durable floor covering option.
• Timber Flooring Solid and engineered timber flooring sold online to consumers and trade buyers for premium residential installations.
• Laminate Flooring Laminate flooring planks sold online as a cost-effective, hard-wearing alternative to timber for residential renovations.
• Bamboo Flooring Bamboo flooring products sold online to consumers seeking a sustainable, hard-wearing floor covering.
• Carpet Tiles Modular carpet tiles sold online to residential and trade buyers for commercial fit-outs, home offices, and rumpus rooms.
• Tiles Ceramic and porcelain tiles sold online for bathroom, kitchen, and indoor floor and wall applications.
• Artificial Grass Synthetic turf products sold online for residential yards, landscaping, and play areas.
• Rugs Decorative and functional rugs sold online as a complement to hard flooring purchases.
• Underfloor Heating Electric underfloor heating systems sold online as an add-on installation product for new flooring projects.
• Eclipse by Online Flooring Store (Private Label) Proprietary Eclipse branded flooring products sold exclusively through Online Flooring Store, offering direct-to-consumer value and differentiation from third-party brands.
• Flooring Sample Service Mail-order sample service allowing customers to receive physical samples of flooring products before committing to a full order.
• National Installer-Matching Service Service that connects Online Flooring Store customers to a national network of 200-plus flooring installers via an Airtasker partnership, simplifying installation after purchase.

Quantifiable outcome

• 4.8 rating from 79+ reviews on Trustpilot
• +1 more outcomes

Named customers4 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

Integration6 records

Partnerships

One partnership is on record.

• AirtaskercoreChannel Partner/ Reseller/ DistributorExclusive partnership with Airtasker for professional flooring installation services. The partnership provides customers with access to verified Airtasker professionals for quality workmanship guarantee, competitive rates, and verified installers. Installation is offered as an add-on service during product purchase.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• LL Flooring: US specialty hardwood and flooring retailer selling online and via showrooms. Closely comparable as a flooring-specialist omnichannel retailer emphasizing hardwood, vinyl and laminate for DIY and pro customers.
• Floor & Decor: US specialty flooring retailer operating large-format stores and an e-commerce site with a broad multi-category assortment (hardwood, tile, vinyl, laminate). Highly comparable business model to Online Flooring Store's multi-category specialist retailer approach, just at much larger scale.
• Carpet Court: Australia's largest specialty flooring retail network with showrooms across the country. Directly comparable as a multi-category flooring retailer targeting residential and trade customers with carpet, timber, vinyl, laminate, and tiles.
• Flooring Xtra: National Australian flooring retailer group operating showroom stores. Directly comparable in product breadth (carpet, timber, laminate, vinyl, hybrid) and in serving both DIY homeowners and trade customers.
• BuildDirect: North American online retailer of flooring and building materials sourced direct from manufacturers. Comparable as an e-commerce-first specialist competing on selection and price versus traditional flooring retail channels.
• National Tiles: Australian specialty tile and flooring retailer combining online ordering with showrooms. Comparable as a specialty flooring e-tailer targeting renovation and trade customers with a curated, branded assortment.
• Choices Flooring: Australian member-owned flooring retailer group with national showroom coverage. Comparable as a multi-category flooring specialist serving both retail homeowners and trade/commercial buyers across carpet, timber, vinyl, and tiles.

Broad incumbents

• Harvey Norman: Large Australian and global retailer of home goods, furniture and flooring. Sells flooring as one of many home categories; comparable as a broad incumbent competing for the same renovation dollar with a much larger marketing and store base.
• Bunnings Warehouse: Australia's largest home improvement retailer carrying a wide flooring assortment alongside hardware, tools and building supplies. Overlaps significantly with Online Flooring Store's range but as part of a much broader DIY/home-improvement portfolio.

Regional players

• UK Flooring Direct: UK online specialist flooring retailer offering wood, vinyl, laminate and accessories with nationwide delivery. Comparable business model to Online Flooring Store (online-first, multi-category, nationwide delivery) but operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/online_flooring
• YouTubeyoutube.com/@onlineflooringstore
• Facebookfacebook.com/onlineflooringstore
• LinkedInlinkedin.com/company/online-flooring-store
• Instagraminstagram.com/onlineflooringstore

Compliance2 records

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 Online Flooring Store