Pro Floors

What Pro Floors does

Pro Floors is a privately held, family-owned flooring retailer and installer operating under Wooldridge Enterprises, LLC, founded in 2010 and headquartered in Scottsdale, Arizona. The company sells and installs a broad portfolio of flooring products—hardwood, ceramic and porcelain tile, vinyl, laminate, and carpet—serving residential homeowners and a small commercial roster across multiple Arizona cities (Tempe, Scottsdale, Maricopa, Gilbert, Phoenix, Mesa, Peoria, Queen Creek, Prescott Valley) and Austin, Texas. Named commercial customers in marketing materials include T-Mobile, MDS Builders, and SRMG, while the residential base is a long-tail of individual homeowners served across the Phoenix metro.

The business model combines product sales with installation services delivered through a core partnership with CFS, Inc., which executes all installation labor under a 1-year guarantee per the Arizona Register of Contractors while Pro Floors owns product sourcing, in-home consultation, quoting, and customer relationship management. Pricing is all-inclusive (no per-square-foot add-ons) with 0% financing OAC, free in-person estimates, and volume-based promotions such as 10% off purchases of 1,500 sq ft of tile/wood and a "buy four rooms, get a fifth free" bundle. The go-to-market is sales-led: in-home estimates, phone-based sales, the company website (profloorsaz.com), SMS marketing, and social profiles on Facebook, YouTube, Google+, and LinkedIn.

The company holds a BBB A+ rating and operates with 11–50 employees under owner Michael Wooldridge, with no disclosed external institutional funding, no M&A activity, and no announced product or geographic expansion beyond the Austin commercial foothold. Operational scale is regional and constrained to Arizona and a narrow Texas commercial lane; competitive positioning rests on local showroom presence, in-home consultation convenience, installation warranty, and brand trust rather than on technology differentiation or scale economics.

Name

Pro Floors

Legal name

Wooldridge Enterprises, LLC

Website

https://profloorsaz.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Pro Floors is a privately held Scottsdale, Arizona-based flooring retailer and installer, selling and installing hardwood, tile, vinyl, laminate, and carpet products for residential homeowners and select commercial clients across Arizona and Austin, Texas.

Ownership category

akta.pro rank

Product category

Flooring Products & Installation Services

NAICS

Floor Covering Retailers (449121), Flooring Contractors (23833)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industry

Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ)

Keywords

• Flooring installation services
• Residential flooring products
• Commercial flooring solutions
• Hardwood and laminate flooring
• Carpet and tile sales

Headquarters

HQ city

Scottsdale, AZ

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Flooring Product Sales: Direct sale of flooring materials including wood, tile, vinyl, laminate, and carpet to residential and commercial customers. Products come with manufacturer warranties of 5-50 years.
2. Installation Services: Professional flooring installation services provided through CFS, Inc. Installation guaranteed for 1 year per the Register of Contractors.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Pro Floors is a flooring retailer and installer selling wood, tile, vinyl, laminate, and carpet flooring products directly to residential and commercial customers across Arizona and select Texas markets. Professional installation services are delivered through partner CFS, Inc., and all-inclusive pricing, free in-person estimates, volume-based promotions, and 0% financing are offered. The company emphasizes knowledgeable consultation, manufacturer warranties of 5-50 years, and a 1-year installation guarantee.

Product overview

Pro Floors is a flooring retailer and installer offering a comprehensive portfolio of flooring products: wood/hardwood flooring (including solid and engineered options), ceramic and porcelain tile, vinyl flooring, laminate flooring, and carpet. Installation services are provided by CFS, Inc. The company carries quality name brand products and emphasizes professional installation alongside their product offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Wood/Hardwood Flooring Hardwood floor selections including solid and engineered wood options that add charm and elegance to homes. The floors feature technological advances and premium finishes for durability and easy maintenance, sold to residential and commercial customers with manufacturer warranties.
• Ceramic and Porcelain Tile
• Carpet
• Vinyl Flooring
• Laminate Flooring
• Installation Services

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• CFS, Inc.coreImplementation/ SI/ Consulting PartnerInstallation Services Provided by CFS, Inc. - Pro Floors partners with CFS, Inc. for professional flooring installation services. CFS handles all installation work while Pro Floors focuses on product sales and consultation. All installations are guaranteed for 1 year per the Register of Contractors.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Tile Shop: Specialty tile and natural stone retailer with in-store design consultations and installation partnership network. Overlaps meaningfully with Pro Floors on the ceramic/porcelain tile and stone category and shares the consultative sales approach.
• 50 Floor: Mobile-showroom flooring retailer that brings samples to customers' homes and offers installation across multiple product categories. Closely comparable to Pro Floors' in-home estimate and consultative sales model across wood, carpet, vinyl, tile and laminate.
• Empire Today: National flooring retailer that pioneered the in-home shopping and one-day installation model with free in-home estimates — almost identical sales motion to Pro Floors, with carpet, hardwood, tile, vinyl and laminate SKUs. Comparable target customer (residential homeowners) and large-ticket transaction profile.
• LL Flooring (formerly Lumber Liquidators): Direct national specialty flooring retailer focused on hardwood, laminate, vinyl and tile with in-store sample browsing plus installation referral. Comparable product breadth, store-based sample experience, and customer-acquisition approach to Pro Floors.
• Flooring America: Cooperative flooring retailer (member-owned stores) with showroom-based sales of carpet, hardwood, tile and laminate plus professional installation. Operates competing stores in the Phoenix metro, sharing customer segments and product mix with Pro Floors.
• Carpet One Floor & Home: Cooperative flooring retailer network with locally-owned stores offering carpet, hardwood, tile, vinyl and laminate with installation. Multiple member stores in Arizona compete directly with Pro Floors at both product and service levels.
• Floor & Decor Holdings: Specialty multi-category flooring retailer with hardwood, tile, vinyl, laminate and carpet at everyday low prices. Competes in the same product categories as Pro Floors, with a complementary PRO/install partner network for installation services.

Broad incumbents

• Home Depot Flooring Installation Services: Big-box home improvement retailer that sells flooring materials and bundles installation via independent contractor networks — overlapping with Pro Floors' full-service model at a much larger scale and price-elasticity level.
• Lowe's Flooring Installation Services: Big-box home improvement retailer offering carpet, hardwood, tile, vinyl and laminate with bundled professional installation services. Competes for the same residential and small-commercial flooring installation jobs as Pro Floors.

Others

• Shaw Industries Group: Major carpet, hardwood, vinyl and tile flooring manufacturer that supplies Pro Floors' showroom product lines. Indirect peer through the supply-side relationship and via Shaw's own branded retail programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBOPoAW8Mojk6KEb6UmdNdg
• Facebookfacebook.com/profloorsaz
• LinkedInlinkedin.com/company/pro-floors

Compliance1 record

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 Pro Floors