WhelansFlooring
- Company typePrivate
- Founded1985
- HeadquartersPeterborough, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
WhelansFlooring firmographics
Firmographics- Name
- WhelansFlooring
- Legal name
- Whelan's Flooring Centre
- Website
- https://whelansflooring.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
WhelansFlooring industry classification
Industry- Product category
- Flooring Retail
- NAICS
- Floor Covering Retailers (449121), Home Furnishings Retailers (44912), Window Treatment Retailers (449122), Flooring Contractors (23833)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Carpet & Area Rug Flooring Retail (CRAIAGAE)
- akta.pro secondary industries
- Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)
Keywords
Where WhelansFlooring is headquartered
LocationHeadquarters
- HQ city
- Peterborough
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
WhelansFlooring business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Flooring Product Sales: One-time product sales of flooring materials including carpet, hardwood, luxury vinyl, ceramic tile, laminate, natural stone, and area rugs. Products sold per square foot or per box with installation available.
- Window Coverings Sales: Sales of custom blinds, window coverings, and drapery from brands including Hunter Douglas, Eclipse, Shade-O-Matic. Professional installation available.
- Professional Installation Services: Installation services provided by expert, licensed and insured flooring contractors. Includes custom shower installations, stair runners, and backsplash projects.
- Putting Green Kits: Sale of artificial putting green kits including pre-cut putting surface, fringe pieces, holes, flags and seaming tape. Installation available.
- Lighting Products: Lighting fixtures sold alongside flooring collections, featuring Light House Co. products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Economy/Low-cost flooring |
| Unit Pricing | Pay-as-you-go | Mid-range vinyl and laminate |
| Unit Pricing | Pay-as-you-go | Premium/Higher-end flooring |
| Unit Pricing | Pay-as-you-go | Custom and specialty products |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
WhelansFlooring product offering
Product offeringCore offering
Whelan's Flooring Centre is a family-owned retail flooring and window coverings store selling carpet, area rugs, hardwood, luxury vinyl, ceramic tile, laminate, natural stone, putting green kits, lighting, and custom blinds. The company also provides professional installation services, custom shower installations, custom stair runners, and free in-home estimates and shop-at-home sample services for residential and commercial customers across eastern Ontario.
Product overview
Whelan's Flooring Centre operates as a retail flooring and window coverings store offering a diversified portfolio of flooring products and related services. The core product lineup includes carpet and area rugs, hardwood flooring (solid and engineered), luxury vinyl, ceramic and porcelain tile, laminate, natural stone, putting green kits, and lighting. The company also offers custom blinds and window coverings from brands like Hunter Douglas. Services include professional flooring and tile installation, custom shower installations, custom stair runners, and free in-home measurement and estimation. The business sells products from multiple manufacturers including Beaulieu, Core Tec, Godfrey Hirst, Metropolitan, Mohawk, Shaw, Torlys, and Twelve Oaks for flooring, plus Canyon Stone Canada for stone products and Light House Co. for lighting.
Differentiator
Problem solved
Functional benefit
Brands
- Whelan's Window Coverings: A separate showroom location for window coverings at 858 Ward St, Bridgenorth, featuring Hunter Douglas, Eclipse, Shade-O-Matic, and custom drapery.
Products and services
- Carpet and Area Rugs Broadloom carpet options and area rugs available in hundreds of styles, including hand-loomed carpets and custom-sized rugs from manufacturers such as Beaulieu (Tryesse Collection), Mohawk (EverStrand), Shaw (Classics Collection), and Godfrey Hirst, targeted at residential and commercial customers.
- Hardwood Flooring Solid hardwood and engineered hardwood flooring options including Canadian-made products with custom stain and finish options, click engineered hardwood, and herringbone patterns.
- Luxury Vinyl High-end vinyl click flooring that mimics expensive ceramic tile or hardwood, with options for radiant heat underneath, from Core Tec (Pro Enhanced), Twelve Oaks (Surewood Plus), and Torlys (Marquee Arena/Modano).
- Ceramic Tile Ceramic and porcelain tile selections for bathrooms, kitchens, and backsplashes including marble mosaics, subway tile, pattern tiles, and envelope cuts, paired with Canyon Stone Canada natural stone and cultured stone applications.
- Laminate Flooring High-quality laminate flooring from trusted suppliers including Torlys (RigidWood Firm, Grandview) and Mohawk (RevWood Select, Boardwalk Collective, Avery Grove PureTech Select) that closely resembles hardwood at a lower price point.
- Putting Green Kits Artificial putting green kits for indoor and outdoor use, featuring Bella Turf artificial grass. Kits include pre-cut putting surface, fringe pieces, holes, flags, and seaming tape and glue for DIY or professional installation.
- Natural Stone Canyon Stone Canada natural stone and cultured stone products for feature walls, fireplaces, and exterior facades, including brick products and coordinating accessories.
- Lighting Lighting solutions featuring Light House Co. products, including pendant lights like the Alden Pendant Light in brushed brass, offered alongside flooring to create cohesive interior design.
- Custom Blinds and Window Coverings Custom window coverings including horizontal and vertical blinds, roller shades, and shutters from brand-name suppliers including Hunter Douglas, Shadex, Eclipse Shutters, and Shadeomatic, with professional installation available.
- Professional Flooring Installation Services Expert, licensed and insured flooring installation contractors serving the Peterborough and Lindsay areas, including free in-home estimates and shop-at-home sample services.
- Custom Shower Installations Custom tile shower installations including custom shower niches, drain options, and various tile and grout selections, with professional installation provided.
- Custom Stair Runners Custom stair runner services using various carpet options, including herringbone patterns, installed by professional contractors.
Companies that use WhelansFlooring
Customer profileSegments4 records
Ideal customer profiles3 records
WhelansFlooring technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
WhelansFlooring partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Hunter DouglascoreBrand-name window covering supplier. Whelan's offers horizontal and vertical blinds, custom window coverings, and shutters from Hunter Douglas as part of their window coverings product line.
- Canyon Stone CanadacoreCanadian supplier of premium stone products including natural stone and cultured stone for feature walls, fireplaces, and exterior façades. Whelan's offers Canyon Stone products for interior and exterior applications.
- BeaulieucoreCarpet and area rug manufacturer. Whelan's carries Beaulieu products including Tryesse and InnoFibe collections in their carpet and rug selection.
- Core Tec (COREtec)coreLuxury vinyl flooring manufacturer. Whelan's carries Core Tec luxury vinyl products including Pro Enhanced and other collections.
- TorlyscoreLaminate, vinyl, and hardwood flooring manufacturer. Whelan's carries Torlys products including RigidWood, Grandview, and Marquee Arena collections.
- Twelve OakscoreCanadian hardwood and vinyl flooring manufacturer. Whelan's features Twelve Oaks products including Art District, High Noon, and Smokehouse collections. Frequent promotional campaigns together.
- Light House Co.minorLighting manufacturer. Whelan's newly expanded into selling lighting alongside their flooring collections, featuring Light House Co. products to help customers coordinate flooring and lighting selections.
- Bella TurfminorArtificial grass manufacturer described as 'world's finest artificial grass'. Whelan's offers Bella Turf putting greens for interior and exterior golf/sports applications.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
WhelansFlooring competitors and assessment
Company assessmentBroad incumbents
- RONA: Canadian home improvement retailer with flooring departments and installation services. Overlaps on the commodity end of Whelan's assortment and competes for the same builder/contractor customers.
- Home Depot Canada: National big-box home improvement retailer selling flooring alongside lumber, appliances, and tools. Competes on price and inventory breadth across the same carpet, LVP, hardwood, tile, and laminate categories Whelan's carries.
- Lowe's Canada: National big-box home improvement chain operating RONA, Réno-Dépôt, and Lowe's banners in Canada. Competes in flooring installation services and DIY flooring purchases for residential customers.
Direct peers
- End of the Roll: Canadian flooring retail franchise specializing in carpet, hardwood, laminate, vinyl and tile with showrooms across multiple provinces. Closely comparable in product mix, residential customer focus, and franchise/independently operated store model.
- Carpet One Floor & Home (Canada): Cooperative flooring retailer in Canada offering carpet, hardwood, LVP, tile, and laminate with in-store design consultations. Comparable multi-category flooring assortment and installation-led model, with broader national footprint.
- Flooring Canada: Canadian buying-group flooring retailer offering the same core categories (carpet, hardwood, vinyl, tile, laminate) with design-center showrooms. Direct competitor in residential renovation flooring with similar full-service model.
Emerging players
- Floor & Decor: U.S.-based hard-surface flooring superstore expanding into Canada with a broad assortment of tile, wood, LVP, and installation supplies. Adjacent threat to Whelan's premium hard-surface categories and builder/designer trade customers.
- LL Flooring: U.S.-focused specialty flooring retailer (formerly Lumber Liquidators) selling hardwood, vinyl, and laminate online and through showrooms. Competes on price and convenience for the same DIY/consumer flooring purchase Whelan's serves.
Regional players
- Centura Tile: Canadian tile and stone retailer and distributor with showrooms across Ontario. Direct overlap with Whelan's ceramic tile, natural stone, and backsplash categories, particularly for builders and designers.
- Home Hardware: Canadian dealer-owned hardware and home improvement retailer with stores in smaller communities similar to Whelan's Peterborough/Ontario footprint. Overlaps in flooring, window coverings, and installation referrals for rural and secondary-market customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
WhelansFlooring social profiles
Digital presenceWhelansFlooring financial estimates
Financial estimateRevenue estimate
Valuation estimate
WhelansFlooring leadership team
Management profileNumber of profiles
Profiles8 records
WhelansFlooring funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WhelansFlooring 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 WhelansFlooring
What does WhelansFlooring do?
Whelan's Flooring Centre is a family-owned retail flooring and window coverings store selling carpet, area rugs, hardwood, luxury vinyl, ceramic tile, laminate, natural stone, putting green kits, lighting, and custom blinds. The company also provides professional installation services, custom shower installations, custom stair runners, and free in-home estimates and shop-at-home sample services for residential and commercial customers across eastern Ontario.
Is WhelansFlooring a public or private company?
WhelansFlooring is a private company. It is classified as family owned and is currently operating.
When was WhelansFlooring founded?
WhelansFlooring was founded in 1985. It employs 1 to 10 people.
Where is WhelansFlooring based?
WhelansFlooring is headquartered in Peterborough, Canada, in the North America region.
How does WhelansFlooring make money?
Five revenue lines are on record. Flooring Product Sales are the primary driver. The others are window Coverings Sales, professional Installation Services, putting Green Kits and lighting Products.
Who are WhelansFlooring's main competitors?
Broad incumbents on record are RONA, Home Depot Canada and Lowe's Canada. Direct peers are End of the Roll, Carpet One Floor & Home (Canada) and Flooring Canada. Emerging players are Floor & Decor and LL Flooring. Regional players are Centura Tile and Home Hardware.
Does WhelansFlooring have an API?
No public API is recorded for WhelansFlooring.
What industry is WhelansFlooring in?
WhelansFlooring's product category is Flooring Retail. Its primary akta.pro industry code is CRAIAGAE, Carpet & Area Rug Flooring Retail, with a secondary code of CRAIAGAB, Hardwood Flooring Retail. Its NAICS code is 449121 and its SIC code is 5700.