Sarmazian Brothers Flooring

What Sarmazian Brothers Flooring does

Sarmazian Brothers Flooring is a family-owned specialty retailer of flooring and premium paint, founded in 1970 by four brothers (Tony, Harry, Steve, and Jack Sarmazian) in Ontario, Canada. The company operates three retail showrooms in Guelph, Cambridge, and Waterloo, serving the Kitchener-Waterloo corridor plus Hamilton and Milton, with a product portfolio spanning hardwood, carpet, laminate, luxury vinyl plank and tile, ceramic/porcelain tile, custom area rugs, and Farrow & Ball paint. Multiple Sarmazian family members occupy functional leadership roles (Financial Controller, Retail Sales Manager, Builder Account Manager, Administrative Manager) across the three locations, alongside non-family sales consultants, estimators, and installation coordinators.

The business operates a hybrid distribution model: in-store consultations, sample sign-out, in-home measurement, and shop-at-home services feed professional installation delivered by in-house certified craftsmen. Adjacent technology includes a Roomvo-powered room visualizer and a text-based AI chatbot on the website for customer assistance, plus a patented Kneeless Carpet Stretcher developed internally and now sold via a dedicated e-commerce storefront. Go-to-market is sales-led, with segmented motions for homeowners (primary), new-home builders, insurance-claims restoration (membership in Insurance Claims Collaborative Inc.), property managers, commercial clients, and interior designers. Revenue is generated primarily through one-time product sales plus installation services, with Fairstone financing attached at the point of sale. Procurement leverage comes from National Floorcovering Alliance membership and direct manufacturer relationships with Mirage, Mohawk, Shaw, COREtec, TORLYS, Anderson Tuftex, Mannington, Stanton, and others; community positioning is reinforced through sponsorships of local sports teams and hospital foundations, and six consecutive Trade Partner of the Year awards (2020–2025) from the Guelph & District Home Builders Association.

Name

Sarmazian Brothers Flooring

Legal name

Sarmazian Brothers Flooring

Website

https://sarmazian.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Sarmazian Brothers Flooring is a family-owned Ontario specialty retailer, founded in 1970, operating three showrooms in Guelph, Cambridge, and Waterloo that sell flooring (hardwood, carpet, vinyl, laminate, tile, rugs), Farrow & Ball paint, and professional installation services to homeowners, builders, and commercial customers across the Waterloo Region.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

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

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industries

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Laminate Flooring Retail (CRAIAGAC)

Keywords

• Retail flooring sales
• Professional flooring installation
• Premium paint products
• Area rug retail
• Builder flooring services

Headquarters

HQ city

Guelph

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: Direct retail sales of hardwood, carpet, vinyl, laminate, tile, and area rugs through three showroom locations
2. Professional Installation Services: Complete flooring installation for residential and commercial properties by certified craftsmen
3. Paint and Accessories Sales: Farrow & Ball premium paint products and painting accessories sold through showrooms and online shop
4. Financing Services: Partnership with Fairstone to provide flexible financing solutions for flooring purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Sarmazian Brothers Flooring is a family-owned retailer selling hardwood, carpet, laminate, luxury vinyl plank/tile, ceramic/porcelain tile, and area rugs alongside premium Farrow & Ball paint products through three Ontario showrooms. The company provides professional in-house installation services by certified craftsmen for residential and commercial customers, complemented by a Roomvo-powered room visualizer tool, sample sign-out program, Fairstone financing, and specialized builder and insurance claims services.

Product overview

Sarmazian Brothers Flooring is a family-owned flooring and paint retailer offering a comprehensive product portfolio centered on multiple flooring categories (hardwood, carpet, laminate, vinyl, tile, area rugs) complemented by premium Farrow & Ball paint products. The company operates as a multi-channel retailer with physical showroom locations and digital visualization tools, providing both products and professional installation services for residential and commercial customers. Core product lines include private-label TORLYS EverWood luxury vinyl collections alongside nationally distributed brands like Mirage, Mohawk, Shaw, COREtec, Anderson Tuftex, Stanton, and Mannington. The business serves multiple customer segments including homeowners, builders, insurance claims, property managers, and interior designers through dedicated service offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Hardwood Flooring Solid and engineered hardwood flooring in various species including Oak, Maple, Hickory, and Walnut. Available in multiple finishes, textures, and installation patterns including straight lay, wide plank, herringbone, and parquet. Sold to homeowners, builders, and commercial customers.
• Carpet Residential and commercial carpet in various styles including textured, Saxony/plush, frieze, cable, looped/Berber, and cut and loop. Available in multiple colors and textures with stain-resistant options.
• Laminate Flooring Laminate flooring that mimics hardwood, tile, or stone at affordable price points. Features water-resistant and waterproof options, easy maintenance, and various wood-look designs.
• Luxury Vinyl Plank (LVP) and Luxury Vinyl Tile (LVT) Waterproof luxury vinyl flooring available in plank (LVP) and tile (LVT) formats. Mimics natural hardwood, stone, or ceramic tile with enhanced durability, scratch-resistance, and comfort underfoot.
• Tile Flooring Ceramic, porcelain, and natural stone tile for floors and walls. Available in various colors, shapes, sizes, patterns, and designs including glazed, unglazed, and porcelain options.
• Area Rugs Ready-made and custom area rugs in various sizes, colors, patterns, and materials. Custom rug services include choice of color, style, border, and size with finishing options like binding, serging, and specialty edging.
• Farrow & Ball Paint Premium paint from Farrow & Ball including interior and exterior finishes. 100% water-based range with low VOC emissions, child and baby safe formulations meeting Toy Safety Standards. Finishes include Estate Emulsion, Estate Eggshell, Modern Emulsion, Modern Eggshell, Full Gloss, Exterior Masonry, and Exterior Eggshell.
• TORLYS EverWood Collections Luxury vinyl flooring collections including EverWood Elite, Designer, Premier, Designer Plus, and Twist (herringbone). Features Uniclic gap-resistant joint system, TORLYS Enhanced Smart Core, 100% waterproof construction, and built-in antimicrobial protection.
• Professional Flooring Installation Services Expert flooring installation by certified craftsmen for residential and commercial spaces. Services include subfloor preparation, acclimation, and climate-appropriate installation. Also offers the patented Kneeless Carpet Stretcher tool for easier carpet installation.
• Financing Services Flexible financing options through Fairstone, enabling customers to spread payments for flooring purchases over time.
• Insurance Claims Services Flooring restoration and replacement services for insurance claims. Members of Insurance Claims Collaborative Inc. (ICC). Provides rapid damage assessment and detailed estimates for claim approval.
• Builder and Commercial Services Dedicated flooring services for home builders, developers, property managers, renovators, contractors, and interior designers. Includes trade pricing, professional installation, and responsive on-site support for projects of all sizes.
• Kneeless Carpet Stretcher Tool Patented carpet installation tool sold via sarmazian.shop that makes carpet installation easier, faster, and safer for professionals. Offers precise tension and placement without strain.

Named customers7 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

AI capability2 records

Feature1 record

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Centura Tile: Canadian retailer specializing in tile, flooring, and installation services across Ontario. Comparable as a regional Canadian flooring retailer with showroom-based sales and professional installation offerings.
• Carpet One Floor & Home: Cooperative flooring retailer with independent member stores across North America offering similar multi-category flooring assortments (carpet, hardwood, vinyl, tile) with in-store consultation and professional installation. Highly comparable to Sarmazian's showroom-led, consultative model.
• End of the Roll: Canadian flooring retailer specializing in carpet and flooring products across multiple locations. Directly comparable as a Canadian multi-location independent flooring retailer with similar product mix and installation services.

Others

• TORLYS: Canadian flooring manufacturer whose EverWood luxury vinyl collections are sold through Sarmazian. Comparable as a key supplier/vendor within Sarmazian's assortment and as a Canadian flooring-industry participant.
• Shaw Industries: One of the largest flooring manufacturers in North America, supplying carpet, hardwood, vinyl, and tile products sold through Sarmazian. Comparable as a principal vendor shaping the competitive product landscape in which Sarmazian operates.
• Mohawk Industries: Global flooring manufacturer and major supplier of carpet, LVP, laminate, and tile products sold through retailers including Sarmazian. Comparable as a dominant upstream supplier whose pricing and product strategy directly affects Sarmazian's assortment and margins.

Broad incumbents

• Home Depot Canada: National big-box home improvement retailer with extensive flooring and paint departments. Competes with Sarmazian for DIY and pro-contractor flooring customers across the same southwestern Ontario geography.
• Lowe's Canada: National big-box home improvement retailer (operating RONA, Réno-Dépôt, and Lowe's banners in Canada). Competes with Sarmazian on flooring and paint assortment, financing, and installation services.
• Réno-Dépôt: Canadian big-box home improvement retailer owned by RONA, selling flooring, paint, and installation services alongside a broad building-materials assortment. Competes with Sarmazian in Ontario on price and selection breadth for the same homeowner customer.

Regional players

• Tile & Carpet Centre: Independent Canadian flooring retailer offering tile, carpet, hardwood, and installation services across multiple Ontario locations. Comparable as a similarly sized Ontario-based multi-category flooring retailer competing for the same regional customer base.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SarmazianBrothers
• Instagraminstagram.com/sarmazian_flooring
• Pinterestpinterest.com/sarmazian
• LinkedInlinkedin.com/company/sarmazian-brothers-ltd-

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 Sarmazian Brothers Flooring