Royal Flooring
Royal Flooring is a veteran-owned home improvement retailer founded in 2005 and based in Urbandale, Iowa. It serves Des Moines Metro Area residential homeowners, builders, and commercial clients with flooring, cabinetry, countertops, window treatments, and appliances via showroom and shop-at-home service.
- Company typePrivate
- Founded2005
- HeadquartersUrbandale, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Royal Flooring does
Royal Flooring is a privately held, veteran-owned home improvement retailer founded in 2005 and headquartered in Urbandale, Iowa. The company serves the Des Moines Metro Area through a state-of-the-art showroom at 11801 Hickman Road in Urbandale and a warehouse at 33240 UTE Avenue in Waukee, with marketing and customer service covering Urbandale, Des Moines, Waukee, and surrounding Central Iowa communities. The core product portfolio is anchored in flooring — hardwood, luxury vinyl, carpet, and tile from brands such as COREtec, Shaw Floors, Anderson Tuftex, Paramount Flooring, Virginia Tile, and Hallmark — and has been extended through in-house sub-brands into cabinetry (Royal Cabinets, carrying Noble Custom Cabinets, StarMark, Midcontinent, Ultracraft, and Urban Effects), window treatments (Royal Windows), countertops, and appliances (Royal Appliance). Complementary services include professional installation, interior design consultation, in-home measurement, and a shop-at-home mobile sample delivery offering.
The company generates revenue primarily through one-time retail product sales augmented by professional installation and design consultation services. Pricing is quote-based and not publicly disclosed; the company offsets higher ticket sizes through a multi-partner financing stack: 36-month Wells Fargo financing at 8.99% APR (minimum $5,000 purchase, with Royal Flooring absorbing 50% of the finance fee), 12–24 month Synchrony plans for kitchen and bath remodels, and the Royal Rewards Card powered by Community Choice Credit Union offering 0% interest for 6 months. Sales channels include the physical showroom, a Shopify-based e-commerce storefront, shop-at-home appointments, and a dedicated builder division with blueprint upload functionality that serves new construction projects; a small commercial division exists alongside. Marketing is conducted through organic social (Facebook, Instagram, TikTok, Pinterest), email newsletters, a blog, and on-site customer testimonials.
The underlying technology stack is standard retail tooling with no proprietary platform, no API, and no disclosed AI/ML capability: a Shopify storefront, Calendly scheduling integration, and a Flooring Visualizer feature for digital product previewing. Leadership is founder-controlled — Scott Sullivan is the Owner — and the management team includes a Controller plus directors across accounting, operations, warehouse, measure, kitchen & bath, window treatments, and three internal flooring divisions (showroom, builder, commercial). The company has no disclosed headcount, no external funding, no parent entity, and no M&A activity in the input data.
Royal Flooring firmographics
Firmographics- Name
- Royal Flooring
- Legal name
- Royal Flooring
- Website
- https://shoproyalflooring.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Royal Flooring is a veteran-owned home improvement retailer founded in 2005 and based in Urbandale, Iowa. It serves Des Moines Metro Area residential homeowners, builders, and commercial clients with flooring, cabinetry, countertops, window treatments, and appliances via showroom and shop-at-home service.
- Ownership category
- akta.pro rank
Royal Flooring industry classification
Industry- Product category
- Flooring and Home Improvement Retail
- NAICS
- Floor Covering Retailers (449121)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Hardwood Flooring Retail (CRAIAGAB)
- akta.pro secondary industries
- Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK), Commercial Flooring Retail (Contract/Trade-Focused) (CRAIAGAL)
Keywords
Where Royal Flooring is headquartered
LocationHeadquarters
- HQ city
- Urbandale
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Royal Flooring business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Retail sales of flooring, cabinetry, countertops, window treatments, and appliances. Products are sold directly through showroom and online with professional installation available.
- Installation Services: Professional installation services offered as an add-on to product sales, including trusted installers for flooring and related home improvement products.
- Design Consulting: Interior design consultations and in-home measures provided to help customers select and plan their home improvement projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hard Surface Flooring - 25% off promotion |
| Unit Pricing | Pay-as-you-go | Carpet - up to 25% off promotion |
| Other | Multi-year contract | 36-Month Financing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Royal Flooring product offering
Product offeringCore offering
Royal Flooring is a home improvement retailer that sells flooring, cabinetry, countertops, window treatments, and appliances through a showroom in Urbandale, IA, plus an e-commerce storefront. Sales are bundled with complementary services such as in-home measurement, interior design consultation, professional installation, and financing options. A dedicated Builder Division serves new construction projects, and a Commercial Division handles commercial flooring installations.
Product overview
Royal Flooring is a home improvement products retailer offering a unified portfolio of flooring, cabinetry, countertops, window treatments, and appliances. The core flooring product line includes hardwood, luxury vinyl, and carpet from brands such as COREtec, Shaw Floors, Anderson Tuftex, Paramount Flooring, and Virginia Tile. The cabinetry division features custom and semi-custom options from Noble Custom Cabinets, StarMark Cabinetry, Midcontinent Cabinetry, Ultracraft, and Urban Effects Cabinetry. The company provides complementary services including professional installation, interior design consultation, in-home measurement, and a Shop-at-Home mobile showroom service. A Flooring Visualizer tool is available for customers to preview products digitally. Financing is offered through Wells Fargo, Synchrony, and Community Choice Credit Union.
Differentiator
Problem solved
Functional benefit
Products and services
- Flooring Retail product category of flooring materials including hardwood, luxury vinyl, carpet, and tile supplied to residential and commercial customers with professional installation available as an add-on.
- Cabinetry Kitchen and bathroom custom and semi-custom cabinetry with design consultation and professional installation available for residential renovation projects.
- Countertops Countertop materials and installation services for kitchen and bathroom remodeling projects.
- Window Fashions Window treatment products including blinds, shades, drapes, and custom window coverings sold under the Royal Windows brand for residential customers.
- Appliances Home appliances including kitchen and laundry appliances sold to residential customers, supported by 12-month financing promotions.
- Professional Installation Services Professional installation of flooring, cabinetry, countertops, window treatments, and related home improvement products performed by trusted in-house installers.
- Interior Design Consultation Interior design consultation service where design staff help customers select flooring, cabinetry, window treatments, and other products for their renovation projects.
- In-Home Measure Professional measurement service provided to residential customers to ensure accurate product ordering and installation outcomes.
- Shop-at-Home Mobile Sample Service Mobile sample service that brings flooring and related product samples directly to customers' homes by appointment for convenience.
- Showroom Appointment Consultations Scheduled in-person showroom consultations at the Urbandale flagship where customers work with design staff to plan renovation projects.
- Customer Financing Services Retail financing programs offered through Wells Fargo (36-month financing), Synchrony (12/18/24-month financing for kitchen and bath remodels), and the Royal Rewards Card (0% interest for 6 months via Community Choice Credit Union).
Companies that use Royal Flooring
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Royal Flooring technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Royal Flooring partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- COREteccoreLuxury vinyl plank flooring brand sold through Royal Flooring. Featured brand in showroom and online catalog.
- Shaw FloorscoreMajor flooring manufacturer whose products are sold and installed by Royal Flooring.
- Anderson TuftexcorePremium carpet and flooring brand available through Royal Flooring.
- Virginia TilecoreTile products distributed through Royal Flooring.
- Paramount FlooringcoreFlooring brand carried in Royal Flooring showroom.
- Noble Custom CabinetscoreHighly recommended cabinet brand. Noble offers large selection of door styles, colors, materials. Royal Flooring highly recommends Noble Custom Cabinets to their clients.
- Starmark CabinetryminorCabinetry brand available through Royal Flooring's cabinet offerings.
- Midcontinent CabinetryminorCabinetry brand option available through Royal Flooring.
- UltracraftminorCabinetry brand option available through Royal Flooring.
- Urban Effects CabinetryminorCabinetry brand option available through Royal Flooring.
- ProteinHouseminorCatering partner for conference room events. Conference room is free of charge when paired with catering from ProteinHouse.
- Hallmark FlooringcoreWood flooring and luxury vinyl brand. Currently featured in 25% off promotion.
- Dreamweaver SelectcoreCarpet brand with patterned carpets available at up to 25% off through Royal Flooring.
- BuildingBluePrintminorBlueprint upload service for building new homes. Allows customers to upload blueprints to start their dream home project with Royal Flooring.
- Royal CabinetscoreIn-house cabinet brand available through Royal Flooring.
- Royal WindowscoreWindow treatments brand available through shoproyalwindowtreatments.com, part of the Royal Flooring family of brands.
- Royal AppliancecoreAppliance brand available through shoproyalappliance.com, part of the Royal Flooring family of brands. Offers 12-month financing for appliances.
Scale indicators3 records
Recent moves5 records
Expansion highlights6 records
Royal Flooring competitors and assessment
Company assessmentBroad incumbents
- Home Depot Flooring: Big-box home improvement retailer with extensive flooring assortment and installation services. Competes with Royal Flooring on price, SKU depth, and convenience but lacks the consultative showroom and shop-at-home experience.
- Floor & Decor: National specialty flooring retailer offering hardwood, tile, LVP, and installation accessories. Competes with Royal Flooring on product breadth and pricing, though it operates large-format warehouse stores rather than consultative showrooms.
- Lowe's Flooring: National home improvement chain offering flooring products and professional installation. Direct substitute for Royal Flooring's offerings, particularly for DIY and price-sensitive customers in the Des Moines market.
- LL Flooring (formerly Lumber Liquidators): National flooring retailer offering hardwood, vinyl, and laminate at value price points. Competes on price and selection rather than service; Royal Flooring's white-glove installation and design services differentiate against this model.
Direct peers
- Empire Today: National flooring retailer specializing in shop-at-home service with mobile showrooms, professional installation, and one-stop flooring replacement. Closely mirrors Royal Flooring's residential in-home measure and installation model.
- Flooring America: Member-driven cooperative of independent flooring retailers with shared marketing, branding, and supplier relationships. Directly comparable to Royal Flooring's local showroom + installation model.
- Carpet One Floor & Home: Cooperative of independent flooring retailers offering carpet, hardwood, tile, and LVP with localized showroom service. Competes directly with Royal Flooring in the consultative residential flooring segment.
Emerging players
- ProSource Wholesale: Trade-only flooring wholesale club serving builders, designers, and contractors. Overlaps with Royal Flooring's Builder Division and competes for new construction flooring contracts in Central Iowa.
Regional players
- Gilbert & Cook Floors: Regional independent flooring retailer with showroom-based sales and installation services in the Midwest. Comparable scale and service model to Royal Flooring with overlapping geographic reach.
- Designer Home Surplus: Midwest-based discount flooring and home improvement retailer offering closeout and overstock flooring. Regional competitor that pressures Royal Flooring on price in nearby markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Royal Flooring social profiles
Digital presenceRoyal Flooring financial estimates
Financial estimateRevenue estimate
Valuation estimate
Royal Flooring leadership team
Management profileNumber of profiles
Profiles12 records
Royal Flooring funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Royal Flooring 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 Royal Flooring
What does Royal Flooring do?
Royal Flooring is a home improvement retailer that sells flooring, cabinetry, countertops, window treatments, and appliances through a showroom in Urbandale, IA, plus an e-commerce storefront. Sales are bundled with complementary services such as in-home measurement, interior design consultation, professional installation, and financing options. A dedicated Builder Division serves new construction projects, and a Commercial Division handles commercial flooring installations.
Is Royal Flooring a public or private company?
Royal Flooring is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Royal Flooring founded?
Royal Flooring was founded in 2005. It employs 11 to 50 people.
Where is Royal Flooring based?
Royal Flooring is headquartered in Urbandale, United States, in the North America region.
How does Royal Flooring make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are installation Services and design Consulting.
Who are Royal Flooring's main competitors?
Broad incumbents on record are Home Depot Flooring, Floor & Decor, Lowe's Flooring and LL Flooring (formerly Lumber Liquidators). Direct peers are Empire Today, Flooring America and Carpet One Floor & Home. ProSource Wholesale is listed as an emerging player. Regional players are Gilbert & Cook Floors and Designer Home Surplus.
Does Royal Flooring have an API?
No public API is recorded for Royal Flooring.
What industry is Royal Flooring in?
Royal Flooring's product category is Flooring and Home Improvement Retail. Its primary akta.pro industry code is CRAIAGAB, Hardwood Flooring Retail, with a secondary code of CRAIAGAK, Flooring Installation Services (Retailer-Affiliated). Its NAICS code is 449121 and its SIC code is 5700.