Graf Custom Hardwood
Graf Custom Hardwood is a family-run Appalachian hardwood flooring manufacturer in Portsmouth, Ohio, producing Solid, Engineered GRAFCORE™, Prefinished, and Parquet flooring from locally sourced timber for distributors, contractors, and homeowners across North America.
- Company typePrivate
- Founded-
- HeadquartersPortsmouth, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Graf Custom Hardwood does
Graf Custom Hardwood is a family-run hardwood flooring manufacturer headquartered in Portsmouth, Ohio, in the foothills of Appalachia. The company operates two facilities — a lumber mill at 2404 8th Street and a flooring plant at 838 Campbell Avenue — and sources all raw logs from within 400 miles of its manufacturing site, ensuring a local Appalachian hardwood supply chain for White Oak, Red Oak, Walnut, and Hickory species. The company specializes in Rift + Quartered sawing, a technique that produces tight vertical grain and superior dimensional stability.
Its product portfolio spans four core collections: Solid Flooring (traditional 3/4" tongue-and-groove planks), Engineered GRAFCORE™ (a proprietary three-layer construction with Appalachian White Oak top, solid hardwood core, and bottom veneer for dimensional stability in humid conditions), Prefinished Collection (pre-finished with Bona High Durability coatings in 14 color finishes), and Style Flooring (Chevron and Herringbone patterns). A Parquet Collection offers custom designs including Fontainebleau, Marie Antoinette, Bordeaux, and Louvre patterns. The company holds the GRAFCORE™ registered trademark and NOFMA certification from the National Wood Flooring Association.
Graf sells primarily through an extensive distributor network covering all US states and Canadian provinces, with named distributors including Gallagher Interiors, Treeco, Heritage Forest Products, and Boardwalk Hardwood Floors. Direct-to-consumer sample ordering is available via grafchshop.com. Customer segments include homeowners, contractors/builders, distributors, and retailers. Pricing is quote-based and not publicly disclosed, with standard widths from 2 1/4" to 8" and special-order widths of 9" and wider. The company employs 10 people, with leadership including CEO Jim Graf, President Andrew Graf, and Sales Vice President John Nichols.
Graf Custom Hardwood firmographics
Firmographics- Name
- Graf Custom Hardwood
- Legal name
- Graf Custom Hardwood
- Website
- https://grafch.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Graf Custom Hardwood is a family-run Appalachian hardwood flooring manufacturer in Portsmouth, Ohio, producing Solid, Engineered GRAFCORE™, Prefinished, and Parquet flooring from locally sourced timber for distributors, contractors, and homeowners across North America.
- Ownership category
- akta.pro rank
Graf Custom Hardwood industry classification
Industry- Product category
- Hardwood Flooring Manufacturing
- NAICS
- Engineered Wood Member Manufacturing (321215), Wood Product Manufacturing (321)
- SIC
- Millwood, Veneer, Plywood, & Structural Wood Members (2430), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)
- akta.pro primary industry
- Wood Flooring & Wood Veneer Products (IMADADAI)
- akta.pro secondary industry
- Hardwood Lumber Distribution & Trading (IMAMAIAB)
Keywords
Where Graf Custom Hardwood is headquartered
LocationHeadquarters
- HQ city
- Portsmouth
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Graf Custom Hardwood business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardwood Flooring Sales: Revenue from manufacturing and selling solid hardwood, engineered hardwood, prefinished hardwood, and parquet flooring products. Products are sold through distributors and directly to retailers.
- Lumber Sales: Sale of hardwood lumber including White Oak, Red Oak, Walnut, and Hickory sourced from within 400 miles of the Portsmouth, OH facility.
- Custom/Special Order Products: Custom parquet designs, long-length flooring, and wide-width flooring available on quote basis.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Widths (2 1/4" to 8") |
| Unit Pricing | Pay-as-you-go | Wide Widths (9" and wider) - Special Order |
| Unit Pricing | Multi-year contract | Long Lengths - Specialty |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Graf Custom Hardwood product offering
Product offeringCore offering
Graf Custom Hardwood is a family-run manufacturer of premium hardwood flooring based in Portsmouth, Ohio, producing Solid, Engineered (GRAFCORE™), Prefinished, Style (Chevron/Herringbone), Parquet, and Long Length flooring from Appalachian White Oak, Red Oak, Walnut, and Hickory sourced within 400 miles of its mill. The company specializes in the Rift + Quartered sawing method for dimensional stability and sells primarily through an extensive distributor network across the United States and Canada.
Product overview
Graf Custom Hardwood is a family-run hardwood flooring manufacturer headquartered in Portsmouth, Ohio, specializing in premium flooring products made from Appalachian timber sourced within 400 miles of their mill. The company offers four core product collections—Solid Flooring (traditional 3/4" solid hardwood), Engineered GRAFCORE™ (multi-layer engineered construction with solid hardwood core), Prefinished Collection (pre-finished with Bona coatings), and Style Flooring (Chevron and Herringbone patterns)—supplemented by a Parquet Collection with custom patterns. Products are available in White Oak, Red Oak, Walnut, and Hickory species across multiple grades (Select + Better, Character, 1 Common, Common + Better) and cuts (Rift + Quartered, Rift, Quartered, Plain Sawn). The company also offers promotional materials including sample displays, travel handles, profile binders, and extended-length flooring options. All products feature the signature Rift + Quartered sawing technique that produces tight vertical grain and enhanced dimensional stability.
Differentiator
Problem solved
Functional benefit
Brands
- GRAFCORE: Proprietary engineered hardwood flooring technology featuring three-layer construction with Appalachian White Oak top layer, solid hardwood core, and bottom veneer layer for enhanced stability.
Products and services
- Solid Flooring
- Engineered GRAFCORE™ Flooring
- Prefinished Collection
- Style Flooring (Chevron and Herringbone)
- Parquet Collection
- Long Lengths Flooring
- Hardwood Lumber Sales
Companies that use Graf Custom Hardwood
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Graf Custom Hardwood technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Graf Custom Hardwood partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- BonacoreBona provides high durability finishes for Graf Custom Hardwood's Prefinished Collection. Bona Naturale finish is used on prefinished flooring products, offering protection against scratches, stains, and everyday wear. This partnership ensures professional-grade finishing quality.
- National Wood Flooring Association (NWFA)coreActive member and NOFMA certified manufacturer. NWFA provides industry standards, grading/packaging guidelines, species specifications, and installation resources. Graf Custom Hardwood participates in NWFA Expo trade shows.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Graf Custom Hardwood competitors and assessment
Company assessmentDirect peers
- Lauzon Hardwood Flooring: Canadian premium hardwood flooring manufacturer with solid and engineered lines, R+Q and plain sawn cuts, and strong North American distribution. Closely comparable in product mix, premium positioning, and North American go-to-market.
- Mullican Flooring: U.S. hardwood flooring manufacturer with strong Appalachian sourcing and a focus on solid and engineered oak, hickory, and walnut products. Directly comparable in product categories, species focus, and distributor channel.
- IndusParquet: Brazilian-based premium hardwood flooring manufacturer specializing in solid and engineered exotic and oak flooring. Directly comparable in premium positioning, exotic/oak species mix, and engineered construction technology.
- Somerset Hardwood Flooring: Family-run U.S. solid and engineered hardwood flooring manufacturer based in Kentucky/Appalachian region. Closely comparable in product mix (solid, engineered, R+Q cuts), species selection (oak, walnut, hickory), and B2B distributor-led go-to-market.
Broad incumbents
- Armstrong Flooring: Legacy U.S. flooring manufacturer offering solid and engineered hardwood alongside resilient and LVT lines. Comparable in hardwood product category but with significantly broader portfolio and national distribution.
- AHF Products: Large U.S. hardwood flooring manufacturer (Bruce, Robbins, Hartco brands). Competes across solid and engineered hardwood including R+Q offerings, but at materially greater scale and broader product breadth than Graf.
- Mohawk Industries: Largest U.S. flooring manufacturer with extensive hardwood, engineered, and LVT lines. Competes in the same end markets via national retail and distributor channels, but at incomparably greater scale.
- Mannington Mills: Established U.S. flooring manufacturer with hardwood, resilient, and laminate lines including premium engineered offerings. Overlaps in hardwood product category and U.S. distribution but is a much broader portfolio player.
- Kährs Group: European engineered wood flooring pioneer (inventor of modern multi-layer engineered wood flooring). Directly comparable technology overlap (engineered multi-layer construction) with broader portfolio and global distribution.
- Shaw Floors: One of the largest U.S. flooring manufacturers with hardwood, engineered, and LVT offerings distributed nationally. Comparable in the hardwood category, but operates at far greater scale and with broader product breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Graf Custom Hardwood social profiles
Digital presenceGraf Custom Hardwood financial estimates
Financial estimateRevenue estimate
Valuation estimate
Graf Custom Hardwood leadership team
Management profileNumber of profiles
Profiles7 records
Graf Custom Hardwood funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Graf Custom Hardwood 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 Graf Custom Hardwood
What does Graf Custom Hardwood do?
Graf Custom Hardwood is a family-run manufacturer of premium hardwood flooring based in Portsmouth, Ohio, producing Solid, Engineered (GRAFCORE™), Prefinished, Style (Chevron/Herringbone), Parquet, and Long Length flooring from Appalachian White Oak, Red Oak, Walnut, and Hickory sourced within 400 miles of its mill. The company specializes in the Rift + Quartered sawing method for dimensional stability and sells primarily through an extensive distributor network across the United States and Canada.
Is Graf Custom Hardwood a public or private company?
Graf Custom Hardwood is a private company. It is classified as family owned and is currently operating.
When was Graf Custom Hardwood founded?
Graf Custom Hardwood was founded in -1. It employs 1 to 10 people.
Where is Graf Custom Hardwood based?
Graf Custom Hardwood is headquartered in Portsmouth, United States, in the North America region.
How does Graf Custom Hardwood make money?
Three revenue lines are on record. Hardwood Flooring Sales are the primary driver. The others are lumber Sales and custom/Special Order Products.
Who are Graf Custom Hardwood's main competitors?
Direct peers on record are Lauzon Hardwood Flooring, Mullican Flooring, IndusParquet and Somerset Hardwood Flooring. Broad incumbents are Armstrong Flooring, AHF Products, Mohawk Industries, Mannington Mills, Kährs Group and Shaw Floors.
Does Graf Custom Hardwood have an API?
No public API is recorded for Graf Custom Hardwood.
What industry is Graf Custom Hardwood in?
Graf Custom Hardwood's product category is Hardwood Flooring Manufacturing. Its primary akta.pro industry code is IMADADAI, Wood Flooring & Wood Veneer Products, with a secondary code of IMAMAIAB, Hardwood Lumber Distribution & Trading. Its NAICS code is 321215 and its SIC code is 2430.