All Surfaces

What All Surfaces does

All Surfaces is a U.S. wholesale flooring and sundries distributor serving trade professionals exclusively through a house-of-brands model. Headquartered in Bloomington, Minnesota, the company operates 45+ regional branches across 20+ states, aggregating 60,000+ SKUs sourced from 150+ manufacturers and 500+ merchants. Its portfolio comprises six retained regional brands (Abraham Linc, All Tile CCS, Blakely Products Co, Cartwright Distributing, Tri-State Wholesale Flooring, and Walcro), each preserving its local market identity while sharing centralized logistics, credit, and procurement infrastructure.

The company is backed by private equity firm ShoreView, which has facilitated seven regional acquisitions between 2017 and 2025. Technology infrastructure centers on the ASAP (All Surfaces / All Products) online ordering portal, launched in 2025, which provides trade customers with customer-specific pricing, branch-level inventory visibility, delivery and will-call options, and order history. Supporting programs include Surface Pro Perks and Fast Cash Rewards loyalty schemes. A dedicated Commercial Flooring Division serves specification-driven enterprise projects across healthcare, education, hospitality, data centers, multi-family, and senior living verticals.

Revenue is generated through wholesale product distribution to flooring contractors, dealers/retailers, and commercial customers on trade-credit terms; the company does not sell direct to consumers. The go-to-market combines field sales, inside/branch counter sales, e-commerce through ASAP, and a separate commercial sales motion for enterprise accounts. Pricing is not publicly disclosed and is negotiated by account type and volume.

Name

All Surfaces

Legal name

All Surfaces Inc.

Website

https://allsurfaces.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

All Surfaces is a U.S. wholesale flooring and sundries distributor operating a house of six regional brands across 45+ branches in 20+ states, serving flooring contractors, dealers, and commercial customers through trade credit and the ASAP online ordering platform.

Ownership category

akta.pro rank

Product category

Flooring Distribution

SIC

Wholesale-Furniture & Home Furnishings (5020), Wholesale-Lumber & Other Construction Materials (5030)

akta.pro primary industry

Flooring (Carpet, Tile, Wood, Laminate) Distribution (CRAOAFAE)

akta.pro secondary industry

Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI)

Keywords

• Wholesale flooring distribution
• Flooring supplies wholesale
• Commercial flooring distribution
• Flooring contractor supplies
• Installation materials distribution

Headquarters

HQ city

Bloomington

HQ country

United States

HQ region

North America

Offices47 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Product Distribution: All Surfaces generates revenue through the sale of flooring products and supplies to trade professionals including flooring dealers, contractors, and commercial customers. Products include flooring (vinyl plank, hardwood, laminate, tile, carpet), installation supplies, tools, underlayment, adhesives, and related sundries. The company sources from over 150 manufacturers and 500+ merchants.
2. Credit Account Services: The company offers credit terms to qualified trade customers through a credit application process, enabling account-based purchasing for regular commercial customers.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

All Surfaces is a wholesale flooring and sundries distributor that supplies floor coverings (vinyl plank, hardwood, laminate, tile, carpet), installation materials, tools, and underlayment to flooring contractors, dealers, and commercial customers. Operating as a house of brands with 45+ regional branches across 20+ states, the company sources products from over 150 manufacturers and serves trade professionals through branch sales, the ASAP e-commerce platform, and a dedicated Commercial Flooring Division.

Product overview

All Surfaces is a wholesale flooring and sundries distributor structured as a house of brands, operating 45+ regional branches across 20+ states. The company offers a unified portfolio of six acquired regional brands — Abraham Linc (Mid-Atlantic), All Tile CCS (Midwest), Blakely Products Co (Michigan/Northwest Ohio), Cartwright Distributing (Rocky Mountain Region), Tri-State Wholesale Flooring (Great Plains), and Walcro (Upper Midwest) — unified under the ASAP (All Surfaces / All Products) online ordering platform. Beyond distribution, the company operates loyalty programs (Surface Pro Perks, Fast Cash Rewards) and a dedicated Commercial Flooring Division serving sectors from healthcare to retail. Product categories span flooring types (vinyl, wood, laminate, tile, stone, carpet, rubber) plus installation supplies, adhesives, underlayment, tools, and floor care products.

Differentiator

Problem solved

Functional benefit

Brands

• Abraham Linc: Mid-Atlantic's leading distributor of residential and commercial flooring products
• All Tile CCS
• Blakely Products Co
• Cartwright Distributing
• Tri-State Wholesale Flooring
• Walcro

Products and services

• ASAP Online Ordering Platform Ground-up online ordering platform built for flooring professionals, providing customer-specific pricing, product availability at local branches, delivery and Will Call ordering options, product photos, and order history. Replaces the legacy shoponline portal with modern e-commerce functionality for trade accounts.
• Commercial Flooring Division Dedicated commercial sales and specification service for architects, interior designers, developers, general contractors, property managers, and facilities engineers. Serves commercial projects in corporate, data centers, education, government, healthcare, hospitality, municipal, restaurants, retail, student housing, senior living, and multi-family sectors with specification support, installation guidance, and supply chain management.
• Surface Pro Perks Exclusive points-based rewards program for flooring professionals, earning points automatically on qualifying purchases from All Surfaces brands with goal-based promotions. Points are redeemable for merchandise, gift cards, travel, experiences, and cash.
• Fast Cash Rewards Program Debit card-based rewards program offering fast cash payouts for qualifying purchases, with reloadable debit cards shipped to participants.
• Wholesale Flooring and Sundries Distribution Core wholesale distribution service supplying floor coverings (vinyl plank, hardwood, laminate, tile, carpet), installation materials, tools, underlayment, adhesives, and related sundries to flooring contractors, dealers, and commercial customers. Operates through 45+ regional branches with finished showrooms and the ASAP e-commerce portal, with over 60,000 SKUs sourced from 150+ manufacturers and 500+ merchants.
• Trade Credit Account Services Credit account program enabling qualified trade customers (contractors, installers, retailers) to purchase on account with standard B2B credit terms. Account-based purchasing requires a credit application process.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• HF DesigncoreChannel Partner/ Reseller/ DistributorHF Design is a flooring manufacturer whose AquaProof waterproof laminate flooring has driven strong sales growth for All Surfaces and other major U.S. distributors since its 2023 launch. All Surfaces has distributed HF Design products including the successful AquaProof and AquaProof XL lines, with distributors attributing success to AC4-rated durability, 100-hour moisture warranty, and fashion-forward designs.

Scale indicators6 records

Recent moves13 records

Expansion highlights5 records

Broad incumbents

• SRS Distribution: SRS Distribution is one of the largest building products distributors in North America, primarily roofing but expanding into adjacent categories including flooring. Comparable as a multi-branch PE-backed rollup platform serving contractors; broader product scope than All Surfaces.
• Shaw Industries: Shaw Industries is a leading US flooring manufacturer with an extensive direct-to-dealer distribution network for carpet, hard surface, and resilient flooring. Comparable in trade-channel focus and product range; operates as a manufacturer-distributor rather than independent wholesaler.
• Ferguson Enterprises: Ferguson is the largest US distributor of plumbing, HVAC, and related building products serving contractors and trade professionals. Comparable as a high-scale, multi-branch, trade-only specialty distributor with strong digital ordering and commercial-customer focus; different core category but analogous operating model.
• Marazzi Group (Mohawk): Marazzi is a major tile and flooring manufacturer-distributor, now part of Mohawk Industries, supplying dealers and contractors across North America. Comparable in tile and hard surface product category and dealer-channel distribution model.
• ABC Supply Co. ABC Supply is the largest wholesale distributor of roofing and exterior building products in North America with hundreds of branches. Comparable as a high-scale, branch-based, trade-only building products distributor serving contractors; different core category but analogous business model and customer type.
• Foundation Building Materials: Foundation Building Materials is a specialty building products distributor focused on insulation, drywall, ceilings, and steel framing with a national branch network. Comparable as a multi-branch trade distributor serving contractors; broader product categories but similar platform approach.
• Mohawk Industries: Mohawk Industries is the world's largest flooring manufacturer, operating vertically integrated distribution that supplies dealers and contractors directly. Comparable in product breadth and trade customer overlap; differs in being primarily a manufacturer rather than a pure distributor.

Direct peers

• Emser Tile: Emser Tile is a national tile and natural stone manufacturer-distributor serving dealers, contractors, and commercial customers across the US. Closely comparable to All Surfaces in product category (tile, flooring) and B2B trade distribution model, though narrower in category breadth.
• Q.E.P. Co., Inc. Q.E.P. is a leading manufacturer and global distributor of flooring installation tools, adhesives, and accessories sold through flooring dealers and home centers. Directly comparable in flooring sundries category and trade-channel distribution, with overlapping SKUs to All Surfaces' installation supply assortment.
• Floor & Decor Holdings: Floor & Decor is the largest specialty flooring retailer in the US and has been aggressively expanding its Pro-focused business serving contractors and commercial buyers. Directly overlaps with All Surfaces' trade customer base and product assortment in hard surface flooring, tile, and installation supplies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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• Instagraminstagram.com/allsurfacesinc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about All Surfaces