What Lumber Liquidators does

Lumber Liquidators is a US specialty flooring retailer founded in 1998 that sells hardwood, vinyl, laminate, bamboo, cork, and related flooring products through a national network of more than 200 retail stores and an e-commerce storefront. The company's proprietary house brands span the price and material spectrum, including Bellawood and Virginia Mill Works in premium hardwood, Builder's Pride and Mayflower in mid-market hardwood, R.L. Colston in unfinished hardwood, CoreLuxe, ReNature, and Tranquility in waterproof vinyl, Duravana in hybrid resilient, and Dream Home in laminate. The platform carries over 350 flooring options and extends beyond flooring into adjacent categories such as butcher block countertops, wall decor and shiplap, cutting boards, and closet systems.

The business layers services on top of the product catalog: in-home measurement by Lumber Liquidators associates, professional installation through a network of licensed contractors, white-glove delivery starting at $249, and special financing offers. Pricing is quote-based rather than list-published, with a Best Price Guarantee and clearance discounts up to 50% used to drive volume. Distribution combines physical showrooms, the lumberliquidators.com website, white-glove delivery, an inside-sales team reachable via 1-800-HARDWOOD, and a professional contractor channel covered by the Yellow Mallet PRO loyalty program.

The primary customer segment is DIY homeowners undertaking renovation, new construction, or room-by-room flooring replacement, served alongside a secondary professional installer and contractor segment and a niche military and first-responder discount segment. Marketing relies on content marketing through a flooring blog, email newsletter capture, an active social presence across Facebook, Instagram, TikTok, Pinterest, and LinkedIn, a long-standing HGTV Dream Home sponsorship, and Good Housekeeping third-party recognition for Bellawood. The reported customer rating of 4.3 out of 5 across roughly 140 Google reviews indicates moderate-to-strong satisfaction at the consumer level.

Name

Lumber Liquidators

Legal name

Lumber Liquidators

Website

https://lumliq.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Lumber Liquidators is a US specialty flooring retailer operating 200+ stores and an e-commerce platform, selling 350+ hardwood, vinyl, and laminate products across ten proprietary brands to DIY homeowners, professional installers, and military and first-responder customers, with bundled measurement, installation, delivery, and financing services.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (423310)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Wood Flooring (Solid, Engineered, Bamboo, Cork) (IMADAJAC)

akta.pro secondary industry

Bamboo, Cork & Eco Flooring Retail (CRAIAGAG)

Keywords

• Hardwood flooring
• Vinyl flooring
• Laminate flooring
• Flooring retail
• Flooring installation

Headquarters

HQ city

Not specified

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time sale of flooring products including hardwood, vinyl, laminate, bamboo, cork, and related accessories. Customers purchase materials for DIY or contractor installation.
2. Professional Installation Services: Installation services provided through a network of licensed contractors, including in-home measurement and professional flooring installation.
3. Financing Services: Special financing offers available for customers to pay for flooring and installation over time.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Lumber Liquidators is a specialty flooring retailer that sells hardwood, vinyl, laminate, bamboo, cork, and hybrid resilient flooring products across multiple proprietary brands through 200+ retail stores and an e-commerce website. The company complements its product sales with professional installation services delivered via licensed contractors, in-home measurement, white glove delivery, and customer financing. Its portfolio includes 350+ flooring options plus complementary categories such as butcher block countertops, moldings, stair accessories, and installation tools.

Product overview

Lumber Liquidators operates as a specialty retailer offering a comprehensive portfolio of flooring products and related services. The company provides multiple flooring types across distinct brands: hardwood flooring under Bellawood, Virginia Mill Works, Builder's Pride, Mayflower, and R.L. Colston brands; waterproof vinyl flooring through CoreLuxe, ReNature, and Tranquility brands including rigid vinyl plank (RVP), luxury vinyl plank (LVP), and WPC vinyl options; and laminate flooring featuring Duravana Hybrid Resilient and Dream Home brands. The product line extends to complementary categories including carpet tile, butcher block countertops and island tops, wall decor and shiplap, cutting boards, and closet systems. Installation accessories encompass moldings, baseboards, stair accessories, vents and grills, underlayment, tools, adhesives, and care products. The company also offers services including in-home measurement, professional installation by licensed contractors, white glove delivery, and financing options. With over 350 flooring options available across more than 200 retail stores nationwide, the business operates as a unified retail and services platform rather than a modular software architecture.

Differentiator

Problem solved

Functional benefit

Brands

• Bellawood: Premium prefinished hardwood flooring brand offering solid and engineered hardwood options
• Virginia Mill Works
• Builder's Pride
• Mayflower
• R.L. Colston
• CoreLuxe
• ReNature
• Tranquility
• Duravana
• Dream Home

Products and services

• Bellawood Flooring Premium prefinished hardwood flooring brand offering both solid and engineered hardwood options in various wood species and finishes, positioned for durability and quality.
• Virginia Mill Works Hardwood Flooring Hardwood flooring brand featuring hand-scraped and specialty finish options for distinctive interior aesthetics.
• Builder's Pride Hardwood Flooring Hardwood flooring brand offering solid hardwood options designed for residential construction and renovation projects.
• Mayflower Hardwood Flooring Hardwood flooring brand providing prefinished solid hardwood options across various wood species and finishes.
• R.L. Colston Unfinished Hardwood Flooring Unfinished solid hardwood flooring allowing for custom site finishing.
• CoreLuxe Vinyl Flooring Waterproof vinyl plank flooring brand offering rigid and luxury vinyl plank options.
• ReNature Vinyl Flooring Waterproof vinyl flooring brand focused on natural-looking wood grain designs.
• Tranquility Vinyl Flooring Waterproof vinyl flooring under the CoreLuxe family offering durability and water resistance.
• CoreLuxe+ Vinyl Flooring Enhanced waterproof vinyl flooring with improved performance features.
• Duravana Hybrid Resilient Flooring Hybrid resilient flooring combining benefits of laminate and vinyl for water resistance and durability.
• Dream Home Water-Resistant Laminate Flooring Water-resistant laminate flooring offering protection against everyday spills.
• Dream Home Traditional Laminate Flooring Traditional laminate flooring with realistic wood and stone appearances.
• Prefinished Solid Hardwood Flooring Factory-finished solid hardwood planks ready for installation without additional on-site finishing.
• Prefinished Engineered Hardwood Flooring Multi-layer engineered hardwood with a real wood veneer and layered core for enhanced stability.
• Prefinished Bamboo Engineered Flooring Sustainable bamboo-based engineered flooring with enhanced dimensional stability.
• Cork Flooring Resilient and sustainable cork flooring providing comfort and sound absorption.
• Waterproof Rigid Vinyl Plank (RVP) Rigid core vinyl plank flooring providing maximum stability and waterproof performance.
• Waterproof Luxury Vinyl Plank (LVP) Luxury vinyl plank flooring with authentic wood appearance and waterproof properties.
• Waterproof WPC Vinyl Wood Plastic Composite vinyl flooring combining wood aesthetics with waterproof performance.
• Butcher Block Countertops Solid wood countertop surfaces in various wood species including American Walnut, Maple, and White Oak.
• Butcher Block Island Tops Butcher block surfaces designed for kitchen islands.
• Wall Decor & Shiplap Decorative wall paneling and shiplap for interior design applications.
• Closets Closet storage systems and components.
• Floor Installation Tools Professional-grade tools for flooring installation including the Pro Caliber Tools brand.
• In-Home Measurement Service Professional in-home measurement service where Lumber Liquidators associates contact customers to schedule appointments with licensed contractors to accurately assess flooring requirements.
• Professional Installation Service Professional flooring installation services delivered by a network of licensed contractors for residential flooring projects.
• White Glove Delivery Service Premium delivery service that transports flooring and accessories into two rooms of the customer's choosing, starting at $249.
• Special Financing Offers Special financing offers and payment plans that allow customers to pay for flooring and installation over time.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• HGTVflagshipStrategic or Co-development PartnerLumber Liquidators has a long-standing sponsorship with the HGTV Dream Home program. The company's flooring products have been featured in the HGTV Dream Home for years, appearing in beautifully designed spaces that showcase the style, durability, and innovation of Lumber Liquidators' flooring options. This partnership provides brand exposure to millions of viewers interested in home design and renovation.

Scale indicators4 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Carpet One Floor & Home: Cooperative flooring retailer with hundreds of independently owned U.S. showrooms offering carpet, hardwood, vinyl, and tile plus installation services. Closely comparable specialty-retail model with pro and DIY focus.
• Empire Today: Direct-to-consumer flooring retailer specializing in carpet, hardwood, and tile with in-home shopping, free measurement, and professional installation — overlapping with Lumber Liquidators' bundled product-plus-installation model.
• MSI (M S International): National distributor and retailer of flooring, countertops, and wall tile with showrooms across the U.S. Competes with Lumber Liquidators in hardwood, LVP, and laminate categories serving both homeowners and contractors.
• Floor & Decor Holdings: Largest direct competitor to Lumber Liquidators — operates a national chain of hard-surface flooring retail superstores with a comparable mix of hardwood, vinyl, laminate, and tile plus pro and DIY customer segments. Most directly comparable specialty flooring retailer in the U.S.

Broad incumbents

• Shaw Industries: Major flooring manufacturer offering hardwood, vinyl, laminate, and carpet with both direct and distributor channels. Comparable on product breadth and serves similar residential renovation demand.
• Lowe's: National home-improvement retailer offering flooring products, installation services, and pro loyalty programs — a broader-portfolio competitor with overlap in DIY and pro flooring categories.
• Mohawk Industries: One of the world's largest flooring manufacturers (Mohawk, Pergo, Karastan brands) covering hardwood, laminate, LVT, and carpet. Functions as an upstream supplier and competitor through its branded retail channels.
• Home Depot: Broad home-improvement incumbent carrying hardwood, vinyl, laminate flooring and installation services. Competes with Lumber Liquidators across both DIY and pro customer segments but flooring is one of many categories.

Emerging players

• Wayfair: Large online home-goods marketplace carrying flooring (hardwood, vinyl, laminate, tile) directly to consumers. Competes primarily on the e-commerce channel where transparent pricing and breadth are advantages.
• BuildDirect: Online building-products marketplace focused on flooring, with transparent unit pricing and direct shipping. Targets the same pro and DIY buyer with a digital-first model that pressures Lumber Liquidators' pricing opacity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LumLiquidators
• LinkedInlinkedin.com/company/lumliquidators
• Instagraminstagram.com/lumliquidators
• TikToktiktok.com/@lumliquidators
• Pinterestpinterest.com/LumLiquidators

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 Lumber Liquidators