XL Flooring

What XL Flooring does

XL Flooring is a privately held, full-service residential flooring retailer headquartered in St. Louis, Missouri. The company sells flooring materials and provides integrated design, measurement, and installation services to homeowners across Missouri through two physical showrooms located in St. Louis (6100 Baumgartner Crossing) and Columbia (2108 Paris Road), each exceeding 10,000 square feet.

The product portfolio spans both hard surface (hardwood, engineered hardwood, laminate, ceramic and porcelain tile, luxury vinyl plank, luxury vinyl tile) and soft surface (carpet, carpet squares) categories. Showrooms carry premium-brand assortments sourced from Shaw Floors, Mohawk, COREtec, Engineered Floors, Paramount Flooring, Casabella Floors, Armstrong Flooring, and Marazzi, with the company explicitly positioning these brands as unavailable at big-box retailers. Service workflow begins with a showroom design consultation, proceeds to an in-home appointment for measurement and subfloor evaluation, and concludes with professional installation by an in-house installation team.

The business operates on a direct-to-consumer go-to-market targeting Missouri homeowners seeking single-room updates through full-home renovations. Revenue is generated from one-time product sales plus accompanying professional installation services. The company is part of a broader "XL Family of Companies" umbrella and is owner-operated by "Matt," with Dennis Swinford serving as General Manager since February 2022 following a 20+ year career as a union certified floor layer. Headcount is stated at five employees.

Name

XL Flooring

Legal name

XL Flooring

Website

https://xlflooring.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

XL Flooring is a privately held, full-service residential flooring retailer operating two showrooms in Missouri. It sells premium-brand hard and soft surface flooring and provides design consultation, in-home measurement, and professional installation services to homeowners statewide.

Ownership category

akta.pro rank

Product category

Residential Flooring Retail and Installation

NAICS

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

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industries

Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI)

Keywords

• Residential flooring retail
• Flooring installation services
• Premium flooring brands
• Carpet and hardwood sales
• Showroom flooring solutions

Headquarters

HQ city

St. Louis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: One-time sales of flooring materials including carpet, hardwood, engineered hardwood, laminate, tile, and luxury vinyl plank. Products sourced from premium brand partners and sold directly to consumers through showrooms.
2. Flooring Installation Services: Full-service installation provided by experienced flooring professionals. Includes project scoping, in-home measurements, subfloor evaluation, and complete installation. Offered as part of the integrated customer experience.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

XL Flooring is a full-service residential flooring retailer that sells hard and soft surface flooring products from premium brands and bundles them with professional installation services. Customers begin with showroom-based design consultation, followed by in-home measurement and subfloor evaluation appointments, culminating in installation by experienced teams. The company operates two showrooms in Missouri (St. Louis and Columbia) and emphasizes quality and premium brands not available at big box retailers.

Product overview

XL Flooring is a full-service residential flooring retailer operating two showrooms in Missouri (St. Louis and Columbia). The company offers a comprehensive portfolio of hard surface and soft surface flooring products including Carpet, Carpet Squares, Hardwood, Engineered Hardwood, Laminate, Tile (Ceramic and Porcelain), Luxury Vinyl Plank (LVP), and Luxury Vinyl Tile. These flooring products are complemented by a full range of services from design consultation and project scoping, to in-home measurement appointments, through professional installation. The company carries premium brands (Shaw, Mohawk, COREtec, Casabella, Armstrong, Paramount, Marazzi) that are not available at big box retailers, emphasizing quality over mass production. Showrooms exceed 10,000 square feet each and display hundreds of styles, colors, and materials.

Differentiator

Problem solved

Functional benefit

Products and services

• Carpet

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Shaw FloorscoreChannel Partner/ Reseller/ DistributorPremium flooring brand partner providing hardwood, engineered hardwood, and other flooring options. Shaw is known for bold, grounded, and balanced color collections designed to make life easier.
• Mohawk FlooringcoreChannel Partner/ Reseller/ DistributorIndustry-leading trusted brand dedicated to environmentally responsible flooring. Assembles 100% of carpet products in the US and partners with Continuum to recycle materials.
• COREteccoreChannel Partner/ Reseller/ DistributorPremium luxury vinyl plank brand known for water, kid, and pet proof floors. Offers stylish options with realistic wood and tile appearances.
• Engineered FloorsminorChannel Partner/ Reseller/ DistributorFlooring brand partner providing engineered hardwood and other flooring options.
• Paramount FlooringcoreChannel Partner/ Reseller/ DistributorFamily-owned business offering seven different floor options with low maintenance and high quality products. Helps customers find stylish flooring that makes decisions easy.
• Casabella FloorsminorChannel Partner/ Reseller/ DistributorFlooring brand offering assortment of different flooring options providing value, performance, and quality products with bold looks and comfortable feel.
• Armstrong FlooringcoreChannel Partner/ Reseller/ DistributorDurable flooring provider for residential and commercial markets with different textures, colors, and charm. Known for design-to-delivery method that surpasses consumer expectations.
• MarazziminorChannel Partner/ Reseller/ DistributorTile and ceramic flooring brand partner providing high-quality tile options including ceramic, porcelain, marble, and more.

Scale indicators4 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• LL Flooring: National flooring retailer (formerly Lumber Liquidators) selling hardwood, laminate, vinyl, and tile direct to homeowners with optional professional installation. Comparable to XL Flooring in product categories and full-service installation offering, but operates at national scale across hundreds of stores.
• Flooring America: Franchise network of independently owned flooring stores selling carpet, hardwood, tile, laminate, and luxury vinyl with installation services. Same showroom-plus-installation model as XL Flooring, with a national brand umbrella but locally owned operations.
• Floor & Decor: National specialty flooring retailer operating large-format showrooms that sell hard surface and soft surface flooring (tile, wood, laminate, vinyl) along with installation services. Directly comparable to XL Flooring in product mix, showroom model, and target customer (residential and pro); differs in scale, geographic reach, and capital structure (publicly traded).
• Empire Today: Direct-to-consumer flooring retailer specializing in carpet, hardwood, laminate, and vinyl with in-home sales and same-day installation. Comparable to XL Flooring in DTC residential focus and bundled installation, but differentiated by mobile showroom model and national advertising footprint.
• Carpet One Floor & Home: Cooperative of independently owned flooring stores across North America selling carpet, hardwood, tile, vinyl, and laminate with installation services. Most directly comparable to XL Flooring's go-to-market: local ownership, showroom-based retail, full-service installation, residential focus.
• The Floor Trader: Discount flooring franchise network offering carpet, hardwood, laminate, tile, and vinyl with installation. Comparable to XL Flooring in product breadth and showroom-based retail; differentiated by a value/discount positioning rather than premium curation.

Broad incumbents

• IKEA: Global home furnishings retailer offering a curated selection of flooring (laminate, vinyl, wood) bundled with kitchen and room design services. Comparable to XL Flooring on residential flooring retail and design-consultation model, but with a flat-pack/DIY orientation and limited installation services in most U.S. markets.
• Home Depot: Largest U.S. home improvement retailer offering carpet, hardwood, laminate, tile, and vinyl in its flooring department alongside installation services. Overlaps XL Flooring's product categories and customer base but as one department among many, with a fundamentally different mass-market value positioning.
• Lowe's: National home improvement retailer competing directly in residential flooring with carpet, hardwood, tile, vinyl, and laminate plus professional installation. Comparable product breadth and installation offering to XL Flooring, but as one segment of a much broader home improvement portfolio with national pricing power.

Regional players

• Floors USA: Multi-location flooring retailer concentrated in the Mid-Atlantic U.S. selling carpet, hardwood, tile, and luxury vinyl with installation. Comparable to XL Flooring in product mix and showroom-plus-installation model, but serves a different geographic region (East Coast vs. Missouri).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/xl-flooring-products

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 XL Flooring