World Floorcoverings

What World Floorcoverings does

World Floorcoverings is a privately held, locally owned flooring retailer and installation contractor operating from a single showroom and warehouse at 9206 51 Ave NW in South Edmonton, Alberta. The company was founded in 2001 by the Cook family and acquired in 2021 by co-owners Mike McCormick (President) and Markus Gerbrandt, under whose stewardship headcount grew from 7 to approximately 22–30 core staff. The business sells five core flooring product categories — carpet, hardwood, laminate, luxury vinyl plank (LVP), and tile and stone — sourced under authorized-dealer relationships with major manufacturers including Beaulieu, Shaw, Mohawk, Lauzon, Kentwood, Coretec, American Olean, and Daltile, and bundles each sale with in-house professional installation.

The company's revenue mechanics combine one-time per-project product sales with professional installation services and a free design consultation that supports conversion. Distribution is showroom-led with digital marketing (company blog, SEO, Google Business Profile, Facebook, Instagram, LinkedIn, YouTube) plus a Roomvo-powered Flooring Visualizer on the website. Customer segmentation is hybrid across five primary categories: Residential Homeowners, Custom Home Builders, Commercial Clients, and Insurance/Restoration clients are flagged as primary, with Interior Designers and Property Managers/Landlords as secondary. B2B channels include direct partnerships with builders and designers, insurance adjuster networks, and ongoing property manager relationships for rental turnover work.

Beyond flooring, the company has launched a small branded merchandise line (WFC Hoodie, WFC Toque) in late 2025 with 100% of proceeds directed to the Kids Kottage Foundation, and operates an active community program including an annual charity bonspiel that has raised over $162,000 across four years. Recognition includes ARLA Preferred Service Member of the Year (2024) and the Kids Kottage Foundation Children's Champion Award (2026). The business carries no institutional investment, no parent company, and no public listing.

Name

World Floorcoverings

Website

https://worldfloorcoverings.com

Company type

Private

Founded year

2001

Operating status

Operating

Short description

World Floorcoverings is a privately owned Edmonton flooring retailer and installation contractor selling carpet, hardwood, laminate, luxury vinyl, and tile to residential homeowners, builders, commercial clients, insurance restoration customers, and property managers across Alberta.

Ownership category

akta.pro rank

Product category

Flooring Retail and Installation Services

NAICS

Floor Covering Retailers (449121), Flooring Contractors (238330)

SIC

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

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

Keywords

• Flooring retail store
• Carpet installation services
• Hardwood flooring supply
• Luxury vinyl plank
• Commercial flooring solutions

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: Sale of flooring materials including carpet, hardwood, laminate, luxury vinyl, and tile & stone through the South Edmonton showroom. Products are sold per project based on material selection and square footage.
2. Installation Services: Professional flooring installation services provided alongside product sales, including full-service installation for residential and commercial projects, new home construction, renovations, and insurance restoration.
3. Design Consultation: In-house design consultation services to help customers select colors, textures, and flooring options that match their style, space, and budget. Offered as a free service to support product sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

World Floorcoverings sells and installs five core flooring product categories — carpet, hardwood, laminate, luxury vinyl (LVP), and tile & stone — from manufacturers including Shaw, Mohawk, Beaulieu, Lauzon, Kentwood, Coretec, Daltile, American Olean, and Centura. Sales and installation are delivered through a single South Edmonton showroom and on-site warehouse, supported by in-house project management, design consultation, and an online Roomvo-powered Flooring Visualizer for product previewing.

Product overview

World Floorcoverings is a locally owned flooring store and installation company offering a portfolio of five core flooring product categories — Carpet, Hardwood, Laminate, Luxury Vinyl (LVP), and Tile and Stone — all available for both supply and professional installation. These products are complemented by a suite of service offerings including New Home Construction, Custom Home Builds, Renovations, Commercial Flooring, Insurance/Restoration Flooring, Property Management, and Design Consultation, as well as a Flooring Visualizer tool powered by Roomvo. The company also sells branded merchandise (WFC Hoodie and WFC Toque) that supports its charitable initiatives. The overall offering is a single-location, showroom-based business that sells products directly to consumers and trade customers and manages the full installation lifecycle for residential and commercial projects.

Differentiator

Problem solved

Functional benefit

Products and services

• Insurance / Restoration Flooring Service Project managers guide clients through the flooring portion of insurance restoration, including damage assessment, documentation, material selection, and installation, coordinating with insurance adjusters and restoration teams.
• Carpet Carpet flooring products supplied and professionally installed by World Floorcoverings for new builds and renovations in Edmonton, including guidance on style, texture, and color selection.
• Hardwood Flooring Hardwood flooring materials (solid and engineered) supplied and installed by World Floorcoverings, offering a wide range of styles to suit different aesthetics.
• Laminate Flooring Laminate flooring products supplied and installed by World Floorcoverings, replicating the look of hardwood or stone using high-density fiberboard with a photographic wear layer at a budget-friendly price point.
• Luxury Vinyl (LVP) Flooring Water-resistant luxury vinyl plank flooring in SPC and WPC core options, with waterproof and scratch-resistant properties, supplied and installed by World Floorcoverings for residential and commercial use.
• Tile and Stone Flooring Ceramic, porcelain, and natural stone tile flooring products supplied and professionally installed by World Floorcoverings for residential and commercial applications.
• New Home Construction Flooring Service Flooring consultation, supply, and professional installation service for new home builds, coordinated with builders, designers, and contractors to fit construction timelines.
• Custom Home Builds Flooring Service Guided flooring selection service for custom home builders and homeowners, supported by an in-house interior designer to coordinate cohesive flooring materials, colors, and finishes.
• Renovations Flooring Service Flooring supply and installation service for home renovation projects, including material selection guidance for hard surfaces, tile, and carpet with professional project management.
• Commercial Flooring Service Full-service commercial flooring solutions for offices, retail spaces, multi-family developments, and institutional builds, including project consultation, specification, supply, installation, and project management.
• Property Management Flooring Service Flooring solutions for rental and managed properties, including material selection, supply, and professional installation suitable for high-traffic environments and rapid tenant turnover.
• Design Consultation Service In-house design consultation with dedicated design experts providing curated product recommendations, take-home samples, and guidance on which flooring performs best for families, pets, or high-traffic areas.

Quantifiable outcome

• 4 annual charity bonspiel events raising over $162,000 for Kids Kottage Foundation
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

15 partnerships are on record, tiered core, minor and flagship.

• BeaulieucoreOthersFlooring manufacturer supplying carpet, laminate, and luxury vinyl products to World Floorcoverings for resale and installation.
• Shaw FloorscoreOthersMajor flooring manufacturer supplying carpet and other flooring products. World Floorcoverings is an authorized dealer.
• MohawkcoreOthersGlobal flooring manufacturer supplying carpet and flooring products to World Floorcoverings.
• Lauzon HardwoodminorOthersCanadian hardwood flooring manufacturer supplying specialty hardwood products.
• Kentwood FloorsminorOthersWestern Canadian hardwood flooring brand carried by World Floorcoverings.
• American OleanminorOthersTile manufacturer supplying ceramic and porcelain tile products.
• DaltileminorOthersMajor tile and stone manufacturer supplying flooring products.
• CenturaminorOthersCanadian tile and stone distributor serving the Edmonton market.
• CoretecminorOthersLuxury vinyl flooring manufacturer known for waterproof flooring solutions.
• Kids Kottage FoundationflagshipOthersNon-profit organization providing safe haven for children and families in crisis. World Floorcoverings hosts annual charity bonspiel raising funds and volunteered at events including painting, flooring installation, radiothon, and Thanksgiving shoe boxes. Raised $162,000+ over 4 years, providing 1,158+ safe nights for children.
• Motionball EdmontonminorOthersCharity that raises funds for Special Olympics through sporting events. World Floorcoverings puts together a team for full day of sports with Special Olympic athletes.
• Make-A-Wish CanadaminorOthersCharity granting wishes to children with critical illnesses. World Floorcoverings participates in Heroes Challenge events.
• Stollery Children's Hospital FoundationminorOthersLocal children's hospital foundation supported by World Floorcoverings.
• Edmonton Scottish SocietyminorOthersLocal community organization. World Floorcoverings provides soccer sponsorship.
• RoomvocoreTechnology or IntegrationTechnology partner providing the flooring visualizer tool that allows customers to preview flooring products in their own rooms using uploaded photos.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Floor Coverings International: North American mobile flooring retailer and installer franchise that brings samples to customers' homes and offers full installation — directly comparable business model to World Floorcoverings' design consultation plus professional install offering.
• Carpet One Floor & Home: Cooperative flooring retailer offering carpet, hardwood, laminate, vinyl, and tile with in-store design consultation and installation services — same product mix and consultative retail motion as World Floorcoverings.
• LL Flooring: Specialty flooring retailer selling hardwood, laminate, vinyl, and tile with installation services, primarily through company-owned stores — comparable direct-to-consumer multi-category flooring retailer.
• The Tile Shop: Specialty retailer of tile, natural stone, and related flooring products with design assistance and installation referrals — overlaps with World Floorcoverings' tile and stone category and showroom-led sales motion.
• 50 Floor: US-based at-home flooring retailer that brings samples and design consultations to the customer's home, then handles professional installation — closely analogous consultative-plus-installation model to World Floorcoverings.

Broad incumbents

• Home Depot: Big-box home improvement retailer carrying carpet, hardwood, laminate, vinyl, and tile with in-store design services and installer referrals — competes head-on with World Floorcoverings across every product category but at much greater scale and lower price points.
• Lowe's: Big-box home improvement retailer with flooring departments covering carpet, hardwood, laminate, vinyl, and tile, plus installation services — broad incumbent competitor for the same residential and SMB customer segments.
• IKEA: Global home furnishings retailer with growing flooring and installation offerings in select markets; competes on price and convenience rather than consultative service for the same Edmonton residential segment.

Regional players

• Centura: Canadian tile, stone, and flooring distributor serving the Edmonton market and one of World Floorcoverings' own suppliers — comparable regional flooring presence with overlapping tile/stone assortment.
• Empire Floors: Canadian flooring retailer and installer operating in Western Canada with multi-category flooring selection and installation — regional peer serving a similar customer base in adjacent geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC2hTLM8cwMPWYX9AuRtSP7Q
• Facebookfacebook.com/worldfloorcoverings
• LinkedInlinkedin.com/company/world-floorcoverings
• Instagraminstagram.com/worldfloorcoverings

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 World Floorcoverings