Modern Home Concepts

What Modern Home Concepts does

Modern Home Concepts, Inc. is a privately held specialty flooring retailer operating five brick-and-mortar showrooms across Southern California (City of Industry), Florida (Orlando), and Texas (Dallas, Houston, San Antonio). The company sells engineered flooring, laminate flooring, and WPC/SPC waterproof flooring, with its WPC and SPC lines featuring proprietary Dura Shield™ moisture-resistant technology. It complements its core flooring SKUs with a full accessories catalog — base, case, crown, chair rail, and transition moldings, plus underlayment and adhesives — positioning itself as a one-stop shop for residential and light commercial flooring installations. The company explicitly does not require a contractor or designer license for purchase, differentiating it from traditional flooring wholesalers.

The company's go-to-market is direct-to-consumer through its own showrooms plus a network of certified local retailers; online purchasing is not available, and warranty claims are expressly invalidated for non-authorized online purchases. The customer base is primarily individual homeowners, with a secondary segment of builders, designers, and architects. An exclusive co-branded waterproof flooring collection with HGTV star Christina Haack provides premium-tier brand positioning and aspirational marketing appeal. The company is described as one of the newer flooring and remodeling retailers and carries no disclosed funding, no parent company, and no institutional investors in the source data. With only 11 employees supporting five showrooms, the operating model appears to rely on lean staffing supplemented by showroom-based independent representatives or certified retailer partners.

Name

Modern Home Concepts

Legal name

Modern Home Concepts, Inc.

Website

https://modernhomeconcepts.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Modern Home Concepts is a privately held specialty flooring retailer operating five showrooms across California, Florida, and Texas, selling engineered, laminate, and WPC/SPC waterproof flooring with proprietary Dura Shield™ technology, plus moldings and accessories, primarily to homeowners and local builders and designers.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121)

SIC

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

akta.pro primary industry

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

Keywords

• Flooring products
• Engineered flooring
• Laminate flooring
• Waterproof flooring
• Flooring accessories

Headquarters

HQ city

City of Industry

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Flooring Product Sales: Direct retail sales of flooring products (engineered, laminate, WPC & SPC) through company showrooms and certified retailer network. One-time product purchases with optional professional installation.
2. Molding and Trim Sales: Sales of complementary molding products including base molding, case molding, crown molding, and transition molding for flooring installations.
3. Accessories Sales: Sales of installation accessories including underlayment/padding products and adhesives for flooring installation.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Modern Home Concepts is a flooring and remodeling retailer that sells its own branded engineered wood flooring, laminate flooring, and 100% waterproof WPC & SPC composite flooring, complemented by a full line of moldings (base, case, crown, chair rail, and transition profiles) and installation accessories such as underlayment and adhesives. Products are sold exclusively through company-owned retail showrooms in California, Florida, and Texas, and through a network of certified local retailers, with customers not required to hold a contractor or designer license to purchase.

Product overview

Modern Home Concepts is a flooring and remodeling retailer offering a comprehensive portfolio of flooring products and installation accessories. The core product lines include Engineered Flooring (real wood layered construction), Laminate Flooring (synthetic with realistic wood appearance), and WPC & SPC Flooring (100% waterproof composite flooring with Dura Shield technology). The company also provides a complete range of complementary products including Base Molding, Case Molding, Crown Molding, Chair Rail Molding, Transition Moldings (for hardwood, laminate, and WPC/SPC), Padding/Underlayment, and Adhesives. Additionally, Modern Home Concepts offers an exclusive Christina Haack line of waterproof flooring. Products are available exclusively through certified local retailers at showroom locations in Southern California, Florida, and Texas.

Differentiator

Problem solved

Functional benefit

Brands

• Christina Haack Exclusive Collection: Waterproof flooring collection launched by HGTV star Christina Haack exclusively through Modern Home Concepts, inspired by design elements from homes she has designed with function and aesthetics in mind.

Products and services

• Engineered Flooring Contemporary real-wood engineered flooring built from bonded wood layers, designed for natural beauty and dimensional stability across residential rooms. Each piece shows unique wood characteristics including color variation, graining, knots, and mineral stains.
• Laminate Flooring Premier series of synthetic laminate flooring that delivers realistic wood appearance with cutting-edge print technology, offering value pricing, quick installation, and simple maintenance for residential use. Includes a 25-year non-transferable limited residential warranty and light commercial warranty.
• WPC & SPC Flooring with Dura Shield™ 100% waterproof wood polymer composite and stone plastic composite flooring incorporating proprietary Dura Shield™ moisture-resistant technology. Suitable for bathrooms, basements, laundry rooms, kitchens, and commercial spaces where traditional flooring is not appropriate.
• Christina Haack Exclusive Waterproof Flooring Line Exclusive celebrity-branded collection of waterproof flooring co-developed with HGTV star Christina Haack. Design is inspired by elements from each of the homes she has designed, balancing function and aesthetics, and is available exclusively through Modern Home Concepts showrooms and certified retailers.
• Base Molding Primed wall base moldings in multiple profiles (Base Shoe, 356 Base, 366 Base, 711 Base, Coronado, Del Mar, Imperial, Malibu, Round Edge, Santa Fe, Sierra, and Victorian) designed to complement all flooring types.
• Case Molding Door and window trim case moldings in profiles including 356 Casing, 711 Casing, Bay Shore, Bevel, Boston, Del Mar, Flute & Reed, Howe, Lancaster, Round Edge, Three Step, and Victorian.
• Crown Molding Ceiling crown moldings in Charleston, Colonial, Contemporary, Coronado, Double Bead, and La Costa profiles at multiple sizes, designed to complement flooring installations.
• Chair Rail Molding Wall chair rail moldings in Bead and Barrel Casing and standard Chair Rail profiles for interior wall finishes.
• Hardwood, Laminate and WPC/SPC Transition Molding Transition moldings (Stair Nose, End Cap, T-Molding, Reducer, Quarter Round) sold in flooring-specific variants sized for hardwood (3.5"/2"/0.75"), laminate (115mm/45mm/25mm), and WPC/SPC (72mm/45mm/28mm) installations.
• Padding / Underlayment Flooring underlayment rolls including Basic 3mm Padding (200 sq ft per roll), Diamond Shield 1.5mm (100 sq ft per roll), and Dry Shield 3mm (100 sq ft per roll) for subfloor preparation.
• Flooring Adhesives Wood flooring adhesives including Bostik Vapor-Lock (4 gal), Fortane ONE (3.5 gal), Fortane LD (5 gal), Mapei Ultrabond ECO 975 (5 gal), Mapei Ultrabond ECO 985 (5 gal), and Taylor MS-Plus Advance (4 gal).

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Christina Haack (HGTV Star)coreStrategic or Co-development PartnerHGTV star Christina Haack partnered with Modern Home Concepts to launch her exclusive line of waterproof flooring. The collection was inspired by elements from each of the homes she has designed, with function and aesthetics in mind. This celebrity partnership provides brand visibility and credibility in the home improvement market.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Lowe's: Lowe's is the second-largest U.S. home improvement retailer with significant flooring exposure through its in-store and online flooring departments. A broad incumbent overlapping with Modern Home Concepts in flooring products and homeowner/contractor customer base.
• Home Depot: Home Depot is the largest U.S. home improvement retailer with a major flooring category including laminate, vinyl, and tile. Overlaps with Modern Home Concepts in product range and DIY/remodeler customer base, but is a broad incumbent with a much wider assortment.

Direct peers

• Empire Today: Empire Today is a vertically integrated flooring retailer offering carpet, hardwood, laminate, tile, and vinyl via in-home selling and showrooms. Comparable to Modern Home Concepts in product categories and direct-to-consumer flooring retail, with a stronger mobile/in-home presentation model.
• LL Flooring: LL Flooring (formerly Lumber Liquidators) is a national specialty retailer of hardwood, laminate, vinyl, and waterproof flooring with a wide assortment and showroom plus online channel. Directly competes with Modern Home Concepts in the same product categories and customer segments.
• Carpet One Floor & Home: Carpet One is a cooperative flooring retailer with independently owned local showrooms across North America. Its local-showroom model for flooring, design consultation, and project sales is a direct analog to Modern Home Concepts' showroom footprint.
• Floor & Decor: Floor & Decor is a large specialty retailer of hard surface flooring (tile, wood, laminate, vinyl, WPC/SPC) targeting homeowners, builders, designers, and remodelers. It is the most direct comparable to Modern Home Concepts in product mix, customer base, and showroom-led GTM, but operates at national scale.
• The Tile Shop: The Tile Shop is a specialty retailer of tile, flooring, and setting materials operating company-owned showrooms. Comparable to Modern Home Concepts in showroom-based, design-led specialty flooring retail, though primarily tile-focused.

Others

• Shaw Industries: Shaw Industries is one of the largest U.S. flooring manufacturers (including carpet, hardwood, laminate, and luxury vinyl) and supplies most retailers. It is a supplier-side peer and potential partner for Modern Home Concepts' private label and exclusive lines.
• Mohawk Industries: Mohawk Industries is the world's largest flooring manufacturer, producing hardwood, laminate, vinyl (including WPC/SPC), and tile. Comparable as a producer of the same product categories Modern Home Concepts retails, and a key supplier competitor for branded flooring.

Emerging players

• BuildDirect: BuildDirect is an online flooring and home improvement marketplace connecting customers with manufacturers and retailers. Relevant as an emerging e-commerce-first competitor in the same flooring categories, particularly in regions where Modern Home Concepts lacks a showroom.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/modern-home-concepts

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 Modern Home Concepts