Dehaan Tile & Floor Covering

What Dehaan Tile & Floor Covering does

DeHaan Tile & Floor Covering is a privately held, family-owned flooring and countertop retailer founded in 1963 and headquartered in a single showroom at 6522 Division Ave S in Grand Rapids, Michigan. The company sells and installs five flooring categories — carpet, hardwood, laminate, vinyl, and tile — alongside quartz, granite, and laminate countertops, carrying over 300 countertop colors in stock and distributing products from major manufacturers including Shaw, Mohawk, Karastan, Cambria, Vicostone, LX Hausys, Caesarstone, Mannington, Quick-Step, and Coretec. The business operates with approximately 8 employees and generates undisclosed revenue under a quote-based, custom-pricing model with pay-as-you-go billing.

The go-to-market is consultative and showroom-led, augmented by free in-home design consultations, in-home measurement and estimates, and a mobile design team. Customers receive end-to-end support from product selection through templating and professional installation, with warranties on both materials and labor. Damage protection plans (SureFloor for flooring and Centricity for countertops) layer recurring warranty revenue onto one-time product sales, and financing is offered through Wells Fargo (Shaw credit card) and Synchrony Financial. Marketing is multi-channel: blog content, organic social (Facebook, Instagram, Pinterest), a Houzz Pro profile, Google reviews (411+ at 4.9), and promotional offers.

Technology is not proprietary. DeHaan relies on third-party platforms — Roomvo Inspire for AI-powered room visualization, qfloors (qconnect) for online payment processing, and the manufacturer-led financing programs above. The customer base is entirely residential homeowners across the Grand Rapids metropolitan area and surrounding communities (East Grand Rapids, Ada, Caledonia, Byron Center). No public listings, external funding, parent entities, or material M&A activity are associated with the business.

Name

Dehaan Tile & Floor Covering

Legal name

DeHaan Tile & Floor Covering, Inc.

Website

https://dehaanfloorcovering.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

1–10 employees

Short description

DeHaan Tile & Floor Covering is a family-owned, single-showroom flooring and countertop retailer founded in 1963 in Grand Rapids, MI, selling and installing carpet, hardwood, laminate, vinyl, tile, and quartz/granite/laminate countertops for residential homeowners across the Grand Rapids metro area.

Ownership category

akta.pro rank

Product category

Flooring & Countertops Retail

NAICS

Floor Covering Retailers (449121), Flooring Contractors (238330)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro industry

PRIMARYCRAIAGAI

Flooring Underlayment, Moldings & Trim Retail

Consumer Products & Retail/Home & Furniture Retail/Flooring & Tile Retail

SECONDARYHSAPAIAK

Commercial-Grade & Specialty Surfaces (Concrete/Metal/Glass Countertops)

Home & Personal Services/Residential Renovation Services/Cabinetry, Countertops & Millwork

Keywords

• Flooring retail
• Countertop installation
• Floor covering products
• Carpet and tile
• Home renovation services

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Products & Installation: Primary revenue stream from selling flooring materials (carpet, hardwood, laminate, vinyl, tile) along with professional installation services. The company guides customers through the entire process from design consultation through installation completion.
2. Countertop Products & Installation: Secondary revenue stream from selling and installing countertops including quartz, granite, and laminate surfaces. The company offers over 300 colors in stock and provides templating and installation services.
3. Carpet Binding: Custom carpet binding services that transform carpet remnants into custom rugs, offering additional revenue from existing materials.
4. Damage Protection Plans: Sale of 5-year accidental damage protection plans (SureFloor) providing coverage for stains, dents, gouges, burns, scratches, cracks, and carpet damage.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Dehaan Tile & Floor Covering is a single-location retail flooring and countertop store based in Grand Rapids, Michigan, selling and professionally installing carpet, hardwood, laminate, vinyl, tile, quartz, granite, and laminate countertops. The company offers full-service residential flooring and countertop solutions, including free in-home design consultations, free estimates, financing, room visualization, and damage protection plans.

Product overview

Dehaan Tile & Floor Covering is a single-location flooring and countertops retailer serving Grand Rapids, MI since 1963. The company operates as a product-and-installation business organized around five core flooring categories (Hardwood, Vinyl, Tile, Laminate, and Carpet) and countertop surfaces (Quartz, Laminate, and Granite). Beyond product sales, the portfolio includes complementary services: professional installation, design consultation, a free in-home estimate program, flexible financing through Wells Fargo and Synchrony, carpet binding, and room visualization via the Roomvo Inspire AI tool. Damage protection add-ons include SureFloor (5-year flooring protection) and Centricity Protection (5-year countertop protection). The company carries major brands including Shaw, Mohawk, Karastan, Cambria, Vicostone, Quick-Step, and Mannington.

Differentiator

Problem solved

Functional benefit

Products and services

• Hardwood Flooring Hardwood flooring sold to residential homeowners in prefinished and engineered options, including distressed, handscraped, wire brushed, and smooth finishes.
• Vinyl Flooring Durable, waterproof vinyl flooring sold to homeowners, available in luxury vinyl plank (LVP), luxury vinyl tile (LVT), and sheet vinyl formats that resist scratches, stains, and everyday wear.
• Tile Flooring Durable porcelain, ceramic, natural stone, glass, mosaic, subway, and wood-look tile flooring sold to homeowners, combining style with waterproof performance.
• Laminate Flooring Laminate flooring mimicking wood, stone, or tile at lower cost, scratch- and stain-resistant, sold to homeowners for busy households.
• Carpet Carpet flooring sold to homeowners in texture, twist/Frieze, loop/Berber, and pattern constructions, adding comfort and warmth.
• Quartz Countertops Maintenance-free, stain-resistant quartz countertop surfaces from brands including Cambria, Vicostone, and LX Hausys Viatera, sold and installed for residential kitchens and bathrooms.
• Laminate Countertops Laminate countertop surfaces available in over 300 colors in stock, sold as an alternative to stone options.
• Granite Countertops Natural stone granite countertops sold and installed as part of the company's countertop offering.
• Room Visualizer (Roomvo Inspire) AI-powered room visualization service enabling customers to upload photos of their rooms and see how different flooring products would look in their actual space before purchasing.
• Carpet Binding Custom service that transforms carpet remnants into finished rugs with various binding options for seamless matching or bold contrast.
• SureFloor Damage Protection 5-year accidental damage protection plan with no deductible or service fees, covering stains, dents, gouges, burns, scratches, cracks, rips, snags, and pulls on flooring purchases.
• Centricity Countertop Protection 5-year countertop protection plan covering stains, chips, cracks, and scratches for quartz, marble, granite, limestone, and other countertop materials.
• Flooring Financing Flexible financing offered to customers through Wells Fargo (Shaw credit card) and Synchrony Financial, with no prepay penalties, easy terms, and quick approval.
• Design Consultation Free in-home design consultation assisting customers in selecting flooring and countertop options, with samples available to take home.
• Free In-Home Estimate No-cost in-home measurement and project estimate service providing accurate measurements and customized project quotes for customers.

Quantifiable outcome

• Warranties on both materials and installation
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• RoomvocoreTechnology or IntegrationRoomvo provides AI-powered room visualization technology that enables DeHaan customers to upload photos of their rooms and see how different flooring products would look before purchasing. This integration helps drive purchase decisions and reduce buyer's remorse.
• SureFloorminorOthersSureFloor provides 5-year accidental damage protection plans for DeHaan customers, covering stains, dents, gouges, burns, scratches, cracks, and carpet damage with no deductible or service fees.
• CambriacoreChannel Partner/ Reseller/ DistributorCambria is an American-made, family-owned quartz countertop manufacturer. DeHaan carries Cambria products with over 300 colors in stock and backs them with a transferable Full Lifetime Warranty.
• VicostonecoreChannel Partner/ Reseller/ DistributorVICOSTONE produces quartz-based engineered stones made from approximately 90% pure natural quartz aggregates. DeHaan offers Vicostone countertops featuring unique and beautiful designs with high hardness and flexural strength.
• LX Hausys – Viatera CollectioncoreChannel Partner/ Reseller/ DistributorViatera quartz countertops are designed around the concept that a countertop is where life's moments happen. LX Hausys provides DeHaan with a wide array of colors and styles for kitchen and bathroom applications.
• CaesarstoneminorChannel Partner/ Reseller/ DistributorDeHaan carries Caesarstone quartz countertops as part of their countertop offerings, providing customers with additional premium surface options.
• Shaw IndustriescoreChannel Partner/ Reseller/ DistributorShaw Industries is a major flooring manufacturer whose products DeHaan carries, including Shaw hardwood, laminate, vinyl, and carpet. DeHaan offers Shaw's special financing through their credit card program.
• MohawkcoreChannel Partner/ Reseller/ DistributorMohawk is a leading flooring manufacturer whose products including carpet, hardwood, laminate, and vinyl are sold by DeHaan.
• ManningtonminorChannel Partner/ Reseller/ DistributorMannington flooring products including vinyl, carpet, and hardwood are available through DeHaan's showroom.
• KarastancoreChannel Partner/ Reseller/ DistributorKarastan is a premium carpet brand represented in DeHaan's showroom, known for high-quality area rugs and wall-to-wall carpeting.
• Quick-StepminorChannel Partner/ Reseller/ DistributorQuick-Step laminate flooring products are available through DeHaan, offering customers quality laminate options with realistic wood visuals.
• CoretecminorChannel Partner/ Reseller/ DistributorCoretec luxury vinyl flooring products are offered by DeHaan, featuring waterproof and durable flooring options.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Others

• Mohawk Industries: Leading global flooring manufacturer and major DeHaan supplier across carpet, hardwood, laminate, and vinyl. Relevant as a key channel partner and competitive benchmark on product range and innovation.
• Wayfair: Large online home furnishings marketplace including flooring and rug categories. Adjacent competitor for online-discovered, price-sensitive shoppers; relevant as a channel/competitive pressure rather than a direct showroom peer.
• Shaw Industries: One of the largest U.S. flooring manufacturers and a core supplier/brand partner of DeHaan. Comparable as an upstream ecosystem participant whose products DeHaan resells and whose financing program DeHaan extends to customers.

Direct peers

• Carpet One Floor & Home: Cooperative of independently owned flooring retailers across North America. Comparable local-store positioning, full-service model (selection through installation), and reliance on major brand partnerships (Shaw, Mohawk, Karastan).
• Floor & Decor: National specialty flooring retailer operating large-format showrooms across the U.S., selling the same core categories as DeHaan (tile, hardwood, vinyl, laminate, carpet) plus installation referrals. Directly comparable in product breadth and trade-up/DIY customer overlap.
• Empire Today: National mobile flooring retailer offering in-home sample appointments, product + installation bundles, and financing. Closely mirrors DeHaan's shop-at-home consultative model and one-stop flooring-plus-installation proposition.
• LL Flooring: National flooring retail chain (formerly Lumber Liquidators) selling hardwood, vinyl, laminate, tile, and accessories with installation services. Comparable retail format and product assortment to DeHaan, though with a much larger footprint.
• 50 Floor: Mid-size in-home flooring retailer offering shop-at-home consultations and full installation. Comparable GTM motion to DeHaan's mobile design team and similar product-plus-installation value proposition.

Broad incumbents

• Lowe's: National home improvement big-box offering flooring, countertops, and installation services. Competes broadly in the same product categories DeHaan sells, with greater scale and pricing flexibility.
• Home Depot: Largest U.S. home improvement retailer with a broad flooring assortment, in-store design services, and installer network. Competes with DeHaan on selection and price for DIY and trade customers in the Grand Rapids market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DeHaan.Floor.Covering
• Instagraminstagram.com/dehaanfloorcovering
• Pinterestpinterest.com/dehaanfloorcovering
• LinkedInlinkedin.com/company/dehaan-tile-&-floor-covering

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Dehaan Tile & Floor Covering