What Flooring Xtra does

Flooring Xtra is an Australian specialty flooring retailer operating a nationwide franchise network of more than 100 showrooms across New South Wales (including ACT), Victoria, Queensland, South Australia, Western Australia and Tasmania. The company was founded in 2004 and is privately held, with its central team sized at 101-250 employees and franchisee-operated stores extending local reach. Its core offering spans four product categories — carpet, hard flooring (timber, laminate, vinyl, sheet vinyl, hybrid and bamboo), rugs and Australian-made window furnishings — supported by a portfolio of in-house and partner brands including Belleza, Quick-Step, Reside, SNUG, Soul Elements, Urban Instinct, Wooly, Xpert Pro, Hycraft and the co.llective.

The business model is franchise-led omnichannel retail. Customers discover Flooring Xtra through a mix of earned media (recurring placements on The Block, Selling Houses Australia, Love It or List It and Space Invaders), owned social and content (Instagram, Facebook, YouTube, Pinterest, an Inspiration Gallery, a moodboard planner, an advice/blog library and a product catalogue), and SEO-driven traffic to the company website. The website's Floor Visualiser tool, powered by third-party vendor Roomvo, lets customers upload room photos and preview selected flooring products digitally before requesting a free in-home measure-and-quote consultation through the local franchise store. Revenue is generated from one-time product sales, in-house professional installation services and finance-attached purchases, with pricing quoted per project rather than via published list prices.

Flooring Xtra serves a predominantly residential base — homeowners, families, pet owners, holiday-home owners and design-focused luxury buyers — alongside a smaller commercial segment supplying carpet and hard flooring to offices and businesses. Rugs are sold directly online with nationwide delivery, while full flooring purchases are routed through the local franchise for measure, quote and installation. The combined proposition — measure, supply, install and finance under a single local brand, wrapped in national advertising — is the operational backbone of the company.

Name

Flooring Xtra

Legal name

Flooring Xtra

Website

https://flooringxtra.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Flooring Xtra is an Australian specialty flooring retailer operating 100+ franchise showrooms nationwide, selling carpet, hard flooring, rugs and window furnishings to residential and commercial customers alongside in-home consultation, professional installation and finance services.

Ownership category

akta.pro rank

Product category

Flooring Retail and Installation

NAICS

Floor Covering Retailers (449121)

SIC

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

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industry

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

Keywords

• Flooring retail
• Carpet products
• Hard flooring supplies
• Rugs and blinds
• Flooring installation services

Headquarters

HQ city

Carrum Downs, Victoria

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: Sale of flooring products including carpet, hard flooring (timber, laminate, vinyl, hybrid, bamboo), rugs, and window furnishings. Products are sold through retail showrooms and e-commerce with supply and professional installation services.
2. Professional Installation Services: In-house professional installation teams at each store providing measurement, delivery, and installation services for flooring products.
3. Rugs E-commerce: Online rug sales with Australia-wide delivery, free delivery promotions, and hassle-free return policy.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Flooring Xtra is an Australian franchise flooring retailer that supplies and installs carpet, hard flooring (timber, laminate, vinyl, hybrid, bamboo), rugs, and window furnishings (blinds, shutters, curtains). The company sells these products through 100+ franchise showrooms across Australia, an e-commerce channel for rugs, and bundles supply with professional installation and free in-home measurement-and-quote services. Its product portfolio includes exclusive in-house brands spanning budget to premium tiers, complemented by a Roomvo-powered Floor Visualiser tool for digital room preview.

Product overview

Flooring Xtra is a retail flooring company offering a comprehensive portfolio of flooring and window furnishing products across Australia. The core offering includes four main product categories: Carpet (wool, synthetic, tiles, garage), Hard Flooring (timber, laminate, vinyl, hybrid, bamboo), Rugs (various styles and materials), and Window Furnishings (blinds, shutters, curtains). The company operates on a multi-brand model featuring exclusive brands including Belleza, Quick-Step, Reside, SNUG, Soul Elements, Urban Instinct, Wooly, Xpert Pro, Hycraft, and the co.llective. Complementary services include a Floor Visualiser tool (powered by Roomvo) for digital room visualization, a Moodboard feature for design planning, Inspiration Gallery, Free In-Home Quote service, professional installation, and finance options. With stores across NSW, QLD, SA, TAS, VIC, and WA, the company serves both residential and commercial customers Australia-wide.

Differentiator

Problem solved

Functional benefit

Brands

• Belleza: Luxury carpet brand offering easy care products.
• Quick-Step
• Reside
• SNUG
• Soul Elements
• Urban Instinct
• Wooly
• Xpert Pro
• the co.llective

Products and services

• Carpet Range Extensive range of carpets including wool, synthetic, carpet tiles, and garage carpet in various pile structures and fibre types, sold through Flooring Xtra showrooms with professional installation available.
• Hard Flooring Range Comprehensive hard flooring options including timber, laminate, vinyl, sheet vinyl, hybrid, and bamboo flooring for residential and commercial applications, supplied and installed via Flooring Xtra stores.
• Rugs Large range of floor rugs in various styles, sizes, shapes and materials including wool, natural fibres, synthetic, outdoor, and washable options, available online with Australia-wide delivery.
• Window Furnishings Australian-made blinds and window furnishings including Roman, roller, vertical, and Venetian blinds, shutters, curtains, and pelmets for light control, privacy, and thermal management.
• Commercial Flooring Commercial-grade flooring solutions for offices and business spaces, including durable loop pile carpet and hard flooring options suitable for high-traffic commercial environments, supplied and installed by Flooring Xtra.
• Free In-Home Quote Service No-obligation in-home consultation where Flooring Xtra specialists visit homes to measure spaces and provide accurate quotes for flooring products and installation.
• Finance Options Payment plan options available to help customers finance their flooring purchases through Flooring Xtra.
• Professional Installation Services Professional flooring installation services provided by in-house installation teams at each Flooring Xtra store, including measurement, delivery, and installation of carpet, hard flooring, and rugs.

Quantifiable outcome

• Hundreds of thousands of Australians have chosen Flooring Xtra since 2004

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature1 record

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• The BlockflagshipGTM or Marketing PartnerOfficial partner for The Block 2026, Australia's leading home renovation TV show. Flooring Xtra products featured in show episodes with promotional content and brand visibility throughout the season.
• Selling Houses AustraliacoreGTM or Marketing PartnerFeatured partner on Selling Houses Australia home renovation TV series, showcasing Flooring Xtra products in renovation projects across multiple seasons.
• Love It or List It AustraliacoreGTM or Marketing PartnerFeatured home renovation show partnership providing flooring solutions for room transformations.
• Space Invaders (TV Show)minorGTM or Marketing PartnerLifestyle renovation show featuring Flooring Xtra products in home improvement segments.
• Flooring Council of Australia (FCIA)minorOthersIndustry body membership displaying FCIA certification logo, indicating adherence to industry standards and best practices.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Temple & Webster: ASX-listed Australian pure-play online home and furniture retailer. Competes with Flooring Xtra in rugs and home décor categories online, representing the digital-native threat that traditional flooring retailers face.
• Online Flooring Store: Australian online-direct flooring retailer offering competitive pricing on carpet, timber, vinyl, and laminate with Australia-wide delivery. Disrupts the traditional showroom-and-install model by offering transparent pricing online.

Direct peers

• Choices Flooring: Australia's largest flooring retail franchise network with a comparable store count across the country. Offers similar multi-category flooring (carpet, timber, vinyl, laminate), professional installation, in-home consultation, and serves residential and commercial customers.
• Carpet Court: Long-established Australian flooring franchise retailer with nationwide store network. Directly competes with Flooring Xtra across carpet, hard flooring, rugs, and window furnishings with similar free measure-and-quote and installation services.
• Floorworld: Australian flooring retail franchise with multiple stores offering carpet, timber, laminate, vinyl, and bamboo. Competes head-to-head with Flooring Xtra in the franchise retail model and multi-brand exclusive product positioning.

Regional players

• Royal Flooring: Australian flooring retailer with multiple stores offering carpet, timber, and hybrid flooring products. Competes regionally with Flooring Xtra with a more limited geographic footprint and product range.
• Adairs: ASX-listed Australian home furnishings retailer focused on bedding, manchester, and home décor. Overlaps with Flooring Xtra's rugs and soft furnishings offering but operates a different store format and product mix.

Broad incumbents

• Harvey Norman: ASX-listed Australian big-box retailer that sells flooring, rugs, and home furnishings alongside a much wider product portfolio (furniture, electronics, appliances). Overlaps in flooring retail but is a general home goods retailer rather than a flooring specialist.
• Bunnings Warehouse: Australia's dominant hardware and home improvement retailer (Wesfarmers-owned). Sells flooring products alongside tools, building materials, and garden supplies. Competes with Flooring Xtra on DIY flooring purchases but does not offer the same professional installation service.
• Spotlight Group: Australian specialty retail chain selling soft furnishings, rugs, curtains, and home décor. Adjacent competitor in the rugs and window furnishings categories where Flooring Xtra also competes, but offers a broader craft-and-fabrix portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/flooringxtra_au
• YouTubeyoutube.com/user/FlooringxtraAust
• Facebookfacebook.com/FlooringXtraAustralia
• LinkedInlinkedin.com/company/flooring-xtra
• Instagraminstagram.com/flooringxtra_au
• Pinterestpinterest.com/flooringxtr0366

Revenue estimate

Valuation estimate

Number of profiles

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 Flooring Xtra