What W•D Flooring does

W•D Flooring is a privately held, specialty hardwood flooring manufacturer and direct-to-consumer retailer operating from three showroom locations in Louisville (flagship at 102 Cannons Ln), Minneapolis, and Denver, with a firmographic headquarters listed in Laona, WI. The company designs, sources, finishes, and sells character-grade wide-plank and unfinished hardwood flooring across six themed collections — Stang Lund (Scandinavian/Nordic aesthetic), High Plains (American prairie), Otter Creek (reclaimed antique), Tsiu River (Alaskan grey tones), Empire (New York state of mind), and Classic Unfinished (multiple species across grades) — totaling over 60 named SKUs. Core manufacturing technology centers on sustainably harvested North American species (oak, ash, cherry, maple, hickory, walnut), proprietary hard wax oil finishes, brushed wood texturing, and custom stain treatments; the company cites access to over 40,000 acres of sustainably managed hardwood forests with multi-generational management as a differentiated supply position.

The business model is one-time transactional sales of finished and unfinished flooring products, priced via personalized quote (no public pricing) and routed through a phone- and email-based sales process anchored to physical showroom experiences. Customers are primarily residential homeowners, with a secondary commercial segment covering businesses and gathering spaces. Marketing is constrained to organic social (Instagram, Facebook, LinkedIn) and showroom-driven foot traffic, with no disclosed e-commerce platform, mobile app, distributor/dealer network, or partnership channel. The company has received six NWFA Floor of the Year awards — including recognition in 2018, the 2023 Bachman project, and 2024 for the Louisville Stang Lund installation — establishing it as a peer-recognized craft brand in the specialty hardwood niche.

Operationally, the firm is small (~13 employees per firmographics, headcount array empty in source) with no disclosed revenue, no funding events, no M&A activity, no parent company, and no public ownership or ticker. Strategic posture appears to be that of an independent, founder-led lifestyle/premium craft brand prioritizing design-led differentiation and industry recognition over scale.

Name

W•D Flooring

Legal name

W•D Flooring

Website

https://wdflooring.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

W•D Flooring is a privately-held specialty hardwood flooring manufacturer that designs and sells sustainable, character-grade wood flooring through three showrooms in Louisville, Minneapolis, and Denver, serving residential homeowners and commercial clients with six themed collections of North American species.

Ownership category

akta.pro rank

Product category

Hardwood Flooring Manufacturing

NAICS

All Other Miscellaneous Wood Product Manufacturing (321999), Floor Covering Retailers (449121)

SIC

Lumber & Wood Products (No Furniture) (2400)

akta.pro primary industry

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

akta.pro secondary industry

Hardwood Flooring Retail (CRAIAGAB)

Keywords

• Hardwood flooring products
• Sustainable wood flooring
• Wide plank flooring
• Reclaimed hardwood floors
• Flooring manufacturing

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardwood Flooring Products: W•D Flooring generates revenue through the sale of finished and unfinished hardwood flooring products. Their six collections feature various species including oak, ash, cherry, maple, hickory, and walnut, with products ranging from wide-planked character grade floors to classic unfinished options. Revenue is primarily one-time transaction-based as customers purchase flooring materials for installation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

W•D Flooring manufactures and sells sustainable hardwood flooring products across six themed collections: Stang Lund (Scandinavian-inspired wide-planked floors), High Plains (American prairie), Otter Creek (reclaimed antique), Tsiu River (Alaskan grey tones), Empire (New York-inspired), and Classic Unfinished (raw hardwood in multiple species and grades). Products are sold through company-owned showrooms in Louisville, Minneapolis, and Denver, with revenue generated primarily from one-time transactions of finished and unfinished flooring materials.

Product overview

W•D Flooring is a sustainable hardwood flooring manufacturer offering six distinct product collections. The portfolio includes Stang Lund (Scandinavian-inspired wide-planked floors with hard wax oil finish), High Plains (American prairie-themed designs), Otter Creek (reclaimed antique selections), Tsiu River (Alaskan grey-toned aesthetics), Empire (New York-inspired styles), and Classic Unfinished (raw hardwood in multiple species and grades). The collections range from pre-finished specialty stains to unfinished options, serving residential and commercial interior design needs with sustainably harvested North American hardwoods.

Differentiator

Problem solved

Functional benefit

Brands

• Stang-Lund™: Character grade wide planked floor produced from North American species, hard wax oiled and brushed, capturing Scandinavian/Nordic design aesthetic.
• High Plains
• Otter Creek
• Tsiu River
• Empire
• Classic Unfinished

Products and services

• Stang Lund Collection Character grade wide-planked floor produced from North American species, hard wax oiled and brushed, capturing Scandinavian/Nordic design spirit. Includes varieties such as Forde, Lillehammer, Bergen, Geilo, Hallingdal, Larvik, Oslo, Stavanger, Tromso, and Trondheim.
• High Plains Collection Hardwood flooring collection inspired by the American High Plains prairie region, featuring varieties named after towns including Alliance, Angora, Bingham, Cheyenne, Lakota, Lingle, Morrill, Rosebud, Scotts Bluff, and Torrington.
• Otter Creek Collection Reclaimed antique selections drawing from pioneer history, featuring varieties including Carter, Aschenbrenner, Auburndale, Hewitt, Leisch, Riley, Stauber, Stratford, and Sturzl.
• Tsiu River Collection Hardwood flooring collection inspired by Alaskan landscape, featuring grey-toned varieties named after Alaskan locations including Baranof, Cohoe, Cordova, Glacier, Haines, Kodiak, Sand Point, Seward, Sitka, and Valdez.
• Empire Collection Hardwood flooring collection capturing New York state of mind, featuring varieties named after NYC locations including Bleeker, Bowery, Bronze, Colonnade, Columbus, Copper, Lex, Mies, Riverside, and Sutton.
• Classic Unfinished Collection Top quality unfinished wood flooring in multiple species including Ash, Yellow Birch, White Oak, Walnut, Red Oak, Red Maple, Red Birch, Hard Maple, Hickory, Cherry, and Beech, with grades ranging from Select and Better to Conservation grades.

Quantifiable outcome

• Six-time winner of NWFA Floor of the Year award demonstrating consistent craftsmanship excellence

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Carlisle Wide Plank Floors: Carlisle is a premium wide-plank hardwood flooring manufacturer specializing in solid and engineered wood floors with custom finishes, serving high-end residential and commercial customers via showrooms. Highly comparable to W•D Flooring in product positioning, aesthetic-driven collections, and showroom-led go-to-market.
• Hurst Hardwoods: Hurst Hardwoods is a domestic hardwood flooring manufacturer and retailer offering unfinished and prefinished solid and engineered products. Comparable to W•D Flooring in wood species breadth, customization, and quality-positioned brand.
• Heritage Wide Plank Flooring: Heritage Wide Plank produces premium wide-plank engineered and solid hardwood floors with a focus on long-length boards and custom finishes, sold through dealers and showroom relationships. Comparable to W•D Flooring in targeting high-end residential and commercial buyers seeking distinctive wood floors.
• Provenza Floors: Provenza Floors is a designer-driven hardwood flooring brand offering distinctive, sustainability-positioned collections across the U.S. Like W•D Flooring, it emphasizes craftsmanship, unique finishes, and design-led product naming/storytelling rather than commodity pricing.
• Olde Wood Limited: Olde Wood is a custom hardwood flooring manufacturer offering reclaimed, wide-plank, and specialty-finished products through a craft-brand model. Comparable to W•D Flooring in sustainable sourcing, hand-finished aesthetics, and bespoke project focus.
• Legante Floors: Legante is a specialty hardwood flooring company offering hand-finished, character-grade wide-plank products through a showroom-driven model. Comparable to W•D Flooring in product positioning, craft-led finishing techniques, and direct customer engagement.

Broad incumbents

• Armstrong Flooring: Armstrong Flooring is a long-established U.S. manufacturer of hardwood, vinyl, and laminate flooring sold through home centers and dealers. Comparable as a legacy incumbent in hardwood flooring with broad distribution.
• Mohawk Industries: Mohawk is one of the largest U.S. flooring manufacturers offering hardwood, laminate, vinyl, and tile through mass retail and dealer channels. Represents the incumbent scale competitor that W•D Flooring positions against on craft, sustainability, and design differentiation.
• Shaw Industries: Shaw Industries is the largest U.S. carpet and flooring manufacturer with broad hardwood offerings distributed through retail chains and dealers. Relevant as a broad incumbent competing in the same end markets but with commodity scale.

Emerging players

• Kährs (Sweden): Kährs is a Swedish-origin engineered hardwood flooring brand with strong sustainability credentials and Nordic design aesthetics, distributing internationally. Comparable to W•D Flooring's Stang Lund collection in Scandinavian positioning and sustainability story.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wdflooring
• LinkedInlinkedin.com/company/w-d-flooring
• Instagraminstagram.com/wdflooring

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 W•D Flooring