Warm Your Floor
Warm Your Floor is a privately held US-based e-commerce retailer founded in 2002 that distributes electric radiant floor heating systems, thermostats, membranes, and snow melting products from multiple major manufacturers to DIY homeowners and professional contractors across North America.
- Company typePrivate
- Founded2002
- HeadquartersLake Forest, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Warm Your Floor does
Warm Your Floor is a privately held specialty e-commerce retailer founded in 2002 and headquartered in Lake Forest, California. The company distributes electric radiant floor heating products and adjacent building materials — including heating mats, cables, conductive-ink films, uncoupling membranes, WiFi and programmable thermostats, snow melting systems, and waterproofing membranes — sourced under authorized dealer relationships with major manufacturers such as Schluter Systems, nVent/Nuheat, SunTouch/Watts Radiant, Warmup, QuietWarmth/MP Global, Raychem, and ProMelt. The company claims 250,000+ successful installations since founding and operates a separate Canadian storefront, giving it a North American footprint.
The business operates on a direct-to-consumer e-commerce model with phone-based sales support, supplemented by an online Radiant Heating Floor Kit Builder that lets customers configure custom kits. Pricing is unit-based across product categories — thermostats $155–$458, heating mats $77–$650+, membranes $35–$491, complete kits $855–$950+ — with free standard shipping on orders over $149, same-day shipping on in-stock items, and a lowest price guarantee. A VIP Contractor Program offers preferred pricing to professional installers (plumbers, electricians, flooring contractors), creating a secondary B2B channel alongside the primary DIY homeowner segment. The firm also targets commercial properties for outdoor snow and ice management applications.
Customer support is delivered by US-based floor heating experts available via phone and chat on weekdays, and a comprehensive Knowledge Center provides installation guides, troubleshooting content, and comparison articles that function as top-of-funnel SEO assets. The company employs 1–10 people, has no disclosed institutional backing, and reports no funding rounds, acquisitions, or leadership transitions in the available data.
Warm Your Floor firmographics
Firmographics- Name
- Warm Your Floor
- Legal name
- Warm Your Floor
- Website
- https://warmyourfloor.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Warm Your Floor is a privately held US-based e-commerce retailer founded in 2002 that distributes electric radiant floor heating systems, thermostats, membranes, and snow melting products from multiple major manufacturers to DIY homeowners and professional contractors across North America.
- Ownership category
- akta.pro rank
Warm Your Floor industry classification
Industry- Product category
- Radiant Floor Heating Equipment
- NAICS
- Floor Covering Retailers (449121)
- SIC
- Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)
- akta.pro secondary industries
- Radiant Floor Heating Installation (HSAOAGAG), Radiant Floor Heating Installation (Underfloor Systems) (HSAPAGAJ)
Keywords
Where Warm Your Floor is headquartered
LocationHeadquarters
- HQ city
- Lake Forest
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Warm Your Floor business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales: One-time sale of electric radiant heating equipment including heating mats, cables, film systems, thermostats, membranes, and accessories. Revenue generated from individual product transactions with no recurring component. Products are sourced from authorized manufacturer partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing - thermostats |
| Unit Pricing | Pay-as-you-go | Individual product pricing - heating mats and cables |
| Unit Pricing | Pay-as-you-go | Individual product pricing - membranes |
| Unit Pricing | Pay-as-you-go | Complete kit pricing |
| Unit Pricing | Multi-year contract | VIP Contractor Program pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Warm Your Floor product offering
Product offeringCore offering
Warm Your Floor is a specialty e-commerce retailer that distributes electric radiant floor heating products and related building supplies directly to homeowners and contractors across the United States. The company sources products from leading manufacturers (Schluter Systems, Nuheat, SunTouch, Warmup, QuietWarmth, Raychem, ProMelt) and sells them via its own online storefront with same-day shipping and live expert support. Its portfolio covers indoor floor heating mats, cables, films and thermostats, outdoor snow melting systems, and shower waterproofing membranes.
Product overview
Warm Your Floor is a specialty e-commerce retailer offering electric radiant floor heating solutions and related building products. The portfolio spans multiple product categories including floor heating mats (DITRA-HEAT, Nuheat, SunTouch TapeMat, SunTouch UnderFloor), loose heating cables (WarmWire, SunTouch SlabHeat, Warmup In-Slab), radiant heating films (QuietWarmth Floating Film, QuietWarmth Peel & Stick), and comprehensive thermostat controls (WiFi-enabled, programmable, non-programmable). Outdoor heating solutions include ProMelt snow melting mats and cables, and Raychem WinterGard de-icing systems. Shower and waterproofing products include Schluter Shower Kits, DITRA uncoupling membranes, KERDI waterproofing membranes, and HeatMatrix membranes. The company operates an online Kit Builder tool for custom configuration and positions itself as an authorized dealer for Schluter-Systems, nVent/Nuheat, Watts Radiant/SunTouch, Warmup, and other manufacturers.
Differentiator
Problem solved
Functional benefit
Products and services
- DITRA-HEAT Electric Floor Warming System Schluter-Systems electric floor warming membrane that integrates heating cables with uncoupling, waterproofing, and vapor management for tile and stone floor installations.
- Nuheat Floor Heating Mats Ultra-thin, energy-efficient electric floor heating mats with customizable layouts for tile, stone, and hardwood installations.
- SunTouch TapeMat Floor Warming Mats Open-weave mesh floor warming mats with pre-spaced heating wire for easy mortar bond and consistent warmth under tile and stone.
- SunTouch UnderFloor Joist Retrofit Mats Retro-fit radiant heating mats installed between floor joists from below, warming existing floors without disturbing floor coverings.
- QuietWarmth Conductive Ink Heating Film Ultra-thin conductive ink heating film for floating and click-together floors including laminate, engineered wood, and luxury vinyl, requiring no mortar for installation.
- QuietWarmth Peel & Stick Radiant Film Self-adhesive radiant heating film for traditional tile and glue-down flooring applications, peel-and-stick installation with thinset.
- WarmWire Loose Heating Cable Economical flexible loose heating cable for custom floor heating layouts with adjustable spacing for various budgets and complex room shapes.
- Warmup Foil Heating Mats UL-listed foil-based heating mats for carpet and laminate floors, providing even heat distribution under floating floor coverings.
- SunTouch SlabHeat In-Slab Cable Heating cable designed for installation in concrete slabs, embedding in new construction pour applications.
- Floor Heating Thermostats (WiFi, Programmable, Non-Programmable) Comprehensive line of touchscreen programmable and WiFi-enabled thermostats with floor/air sensors, GFCI protection, and energy monitoring for controlling radiant floor heating systems.
- ProMelt Snow Melting Mats Pre-spaced heating mats for automated outdoor snow and ice melting on driveways and walkways, installed beneath concrete, asphalt, or stone surfaces.
- ProMelt Snow Melting Cables Loose heating cable for custom outdoor snow melting installations in driveways and walkways.
- Raychem WinterGard De-Icing Cables and Mats Self-regulating heat trace cables and mats for outdoor de-icing applications on driveways, walkways, and roofs.
- Schluter KERDI Shower Kits Complete waterproof shower systems including KERDI membrane, drains, curbs, benches, and niches for tile shower construction.
- Schluter DITRA Uncoupling Membrane Uncoupling membrane that prevents tile cracking and delamination by neutralizing movement stresses while providing waterproofing and vapor management.
- KERDI Waterproofing Membranes High-performance waterproofing membranes for showers and wet rooms, creating bonded watertight seals on wall and floor substrates.
- HeatMatrix Uncoupling Membrane SunTouch advanced uncoupling membrane with geometric structure for secure modified thin-set bonding and WarmWire cable integration.
- Nuheat Custom-Sized Heating Mats Custom-sized heating mats manufactured to exact room dimensions from customer sketches, eliminating on-site wire configuration.
- Warmup DCM-PRO Heating Cables Dual-profile heating cables for the Warmup DCM-PRO membrane system with adjustable spacing for custom heat coverage.
- Warmup Mirror Defoggers Electric heating pads for bathroom mirrors to prevent condensation and fogging.
- Radiant Heating Floor Kit Builder Online Tool Online configuration tool guiding customers through building custom radiant floor heating kits by selecting cable spools, voltage, attachment options, and thermostats.
Quantifiable outcome
- Same day shipping on in-stock orders
- +2 more outcomes
Companies that use Warm Your Floor
Customer profileSegments3 records
Ideal customer profiles3 records
Warm Your Floor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Warm Your Floor partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Schluter SystemscoreAuthorized online seller and distributor of Schluter-Systems products including DITRA-HEAT, DITRA uncoupling membranes, and KERDI waterproofing systems. Direct partnerships ensure genuine products and full manufacturer warranty coverage.
- nVent/NuheatcoreAuthorized distributor of Nuheat electric floor heating products including custom mats, standard mats, cables, membranes, and thermostats. Recognized for precision and reliability in ultra-thin heating solutions.
- SunTouch/Watts RadiantcoreAuthorized distributor of SunTouch radiant floor heating products including TapeMats, UnderFloor retrofit mats, WarmWire cables, SlabHeat, and SunStat thermostats. Backed by 140-year-old Watts manufacturer.
- WarmupcoreAuthorized distributor of Warmup electric floor heating products including mesh sticky mats, foil heating mats, DCM-PRO cables, in-slab cable, and smart WiFi thermostats. World's best-selling electric floor heating brand with 30-year warranty.
- QuietWarmth/MP Global ProductscoreAuthorized distributor of QuietWarmth radiant heating film products using conductive ink technology. Includes floating film, peel & stick film, and retrofit film for various floor types.
- RaychemminorAuthorized distributor of Raychem self-regulating heat trace cables for de-icing applications. Inventor of self-regulating heat trace with over 75 years of innovation.
- ProMeltcoreAuthorized distributor of ProMelt by SunTouch automated electric snow melting systems including heating mats and cables for driveways and walkways.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Warm Your Floor competitors and assessment
Company assessmentOthers
- Schluter Systems: Core manufacturer of DITRA-HEAT, DITRA, and KERDI systems. Functions as a supplier/partner to Warm Your Floor but also operates its own DTC channels, so it could become a competitor or a channel partner depending on go-to-market evolution.
- nVent Electric (Nuheat): Manufacturer of the Nuheat line of electric floor heating mats, cables, and thermostats. Strategic supplier relationship for Warm Your Floor; included as peer because Nuheat's direct-to-customer strategy changes the competitive dynamics for distributors.
- Warmup: UK-based manufacturer of electric floor heating systems selling globally (including US) via authorized dealers and its own DTC site. Supplier to Warm Your Floor and an indirect competitor via its US e-commerce presence.
Emerging players
- Heatizon: Niche manufacturer of radiant heating systems (electric and low-voltage) for interior floors, snow melting, and roof de-icing. Operates with a smaller distribution footprint and more limited DTC presence, but overlapping product categories and customer profiles make it a relevant niche peer.
Direct peers
- ThermoSoft International: Manufacturer and online retailer of electric radiant floor heating (film, mats, cables) and snow-melt systems, selling direct to homeowners and contractors. Direct competitor across the same SKUs and customer use cases, with the additional dimension of being a brand owner as well as a retailer.
- WarmlyYours: Specialty DTC retailer of electric radiant floor heating systems, snow melting, and mirror defoggers with a Pro channel. Highly comparable business model: multi-brand authorized dealer, content-led acquisition, US-based phone support, targeting DIY and contractor customers in the same niche.
Broad incumbents
- The Home Depot: Largest US home improvement retailer carrying Schluter, Nuheat, and other radiant heating brands online and in select stores. Represents the primary competitive anchor for big-box traffic and pricing pressure on a specialty DTC retailer.
- SupplyHouse: Large online distributor of HVAC, plumbing, and heating products with strong content library (Tyler's Tips) and Pro contractor focus. Comparable in DTC e-commerce specialization and content-driven SEO model, but with a much broader product range spanning radiant heat, boilers, and plumbing.
- Floor & Decor: Public, large-format specialty flooring retailer with deep Pro customer program and adjacent waterproofing/underlayment assortment. Comparable on the flooring retailer axis and Pro-tier pricing but operates as a multi-category incumbent rather than a radiant-heat specialist.
- Lowe's: National home improvement retailer with online assortments for floor warming and related accessories. Comparable as a same-SKU competitor with stronger logistics, less category-specific expertise.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Warm Your Floor social profiles
Digital presenceWarm Your Floor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Warm Your Floor leadership team
Management profileNumber of profiles
Warm Your Floor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Warm Your Floor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Warm Your Floor
What does Warm Your Floor do?
Warm Your Floor is a specialty e-commerce retailer that distributes electric radiant floor heating products and related building supplies directly to homeowners and contractors across the United States. The company sources products from leading manufacturers (Schluter Systems, Nuheat, SunTouch, Warmup, QuietWarmth, Raychem, ProMelt) and sells them via its own online storefront with same-day shipping and live expert support. Its portfolio covers indoor floor heating mats, cables, films and thermostats, outdoor snow melting systems, and shower waterproofing membranes.
Is Warm Your Floor a public or private company?
Warm Your Floor is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Warm Your Floor founded?
Warm Your Floor was founded in 2002. It employs 1 to 10 people.
Where is Warm Your Floor based?
Warm Your Floor is headquartered in Lake Forest, United States, in the North America region.
How does Warm Your Floor make money?
One revenue line is on record: product Sales.
Who are Warm Your Floor's main competitors?
Others on record are Schluter Systems, nVent Electric (Nuheat) and Warmup. Heatizon is listed as an emerging player. Direct peers are ThermoSoft International and WarmlyYours. Broad incumbents are The Home Depot, SupplyHouse, Floor & Decor and Lowe's.
Does Warm Your Floor have an API?
No public API is recorded for Warm Your Floor.
What industry is Warm Your Floor in?
Warm Your Floor's product category is Radiant Floor Heating Equipment. Its primary akta.pro industry code is CRAIAGAK, Flooring Installation Services (Retailer-Affiliated), with a secondary code of HSAOAGAG, Radiant Floor Heating Installation. Its NAICS code is 449121 and its SIC code is 3585.