The Hardwood Company

What The Hardwood Company does

The Hardwood Floor Company, operating under legal entity Paradigm Wood Floors LLC, is a Bend, Oregon-based specialty flooring retailer and installation contractor founded in 2012 by owner Mike Morin. The company operates a single 2,000 square foot showroom at 333 SE Logsden St and serves residential homeowners, custom home builders, and select commercial clients across Central Oregon, with extended reach into the broader Pacific Northwest via exclusive manufacturer dealer territories. Its product portfolio spans solid and engineered hardwood, luxury vinyl plank (LVP), laminate, carpet, and tile, plus complementary accessories such as floor vents, while its service offering includes new installation, dustless refinishing (sand and finish), and bespoke custom work including gym flooring and wall coverings.

The business model rests on three revenue streams: showroom retail of flooring materials, contracted installation labor, and a small accessories e-commerce channel configured for local pickup only. Pricing and quotes are generated through online calculators exposed on the website, and the company integrates the RoomVo room visualization tool to support customer product selection. The Hardwood Floor Company carries an A+ BBB rating, is a member of the Central Oregon Builders Association (COBA), and is the only NWFA Certified Professional installer in Central Oregon, a credential that materially differentiates it from local competitors.

Distribution is anchored on exclusive manufacturer partnerships as a key strategic lever. The company holds exclusive Oregon dealer rights for Legno Bastone, a premium imported hardwood brand, and exclusive Pacific Northwest dealer rights for the COREtec Grande Line. These territorial exclusivities, combined with the founder-led operating model and active hiring across installer, refinisher, project manager, salesperson, and operations roles, suggest the business is in an active growth and capacity-building phase despite remaining privately held and bootstrapped since inception.

Name

The Hardwood Company

Legal name

Paradigm Wood Floors LLC

Website

https://thehardwoodfloorcompany.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Hardwood Floor Company (Paradigm Wood Floors LLC) is a Bend, Oregon-based specialty flooring retailer and installer founded in 2012, serving residential homeowners, custom builders, and select commercial clients in Central Oregon with hardwood, LVP, carpet, tile, installation, and refinishing services.

Ownership category

akta.pro rank

Product category

Flooring Retail and Installation Services

NAICS

Flooring Contractors (23833), Floor Covering Retailers (449121)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industries

Hardwood Floor Installation (HSAPAGAA), Hardwood Flooring Retail (CRAIAGAB), Hardwood Refinishing/Sanding & Stain + Finish Application (HSAEAOAG), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Vinyl (LVP/LVT/Sheet) Flooring Installation (HSAPAGAD)

Keywords

• Hardwood flooring
• Luxury vinyl plank
• Flooring installation
• Floor refinishing
• Custom wood floors

Headquarters

HQ city

Bend

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: Direct sales of hardwood flooring, engineered hardwood, luxury vinyl plank, laminate, carpet, tile, and flooring accessories (vents) through showroom and online store
2. Installation Services: Professional flooring installation including preparation, demolition, material delivery, and post-installation cleanup. Contract-based with initial deposit required
3. Sand & Finish Services: Refinishing and restoration of existing hardwood floors including sanding, staining, and applying finish coats (polyurethane, Rubio Monocoat, or DuraSeal)
4. Custom Work: Custom inlays, medallions, mosaic floors, custom stairs, specialty patterns (herringbone), and custom finishing techniques

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Hardwood Floor Company sells hardwood, luxury vinyl plank (LVP), laminate, carpet, and tile flooring products and provides professional flooring installation, sand & finish refinishing, and custom work services (inlays, medallions, herringbone patterns, custom stairs). Operating from a boutique showroom in Bend, Oregon, the company serves Central Oregon homeowners and businesses with free in-home consultations, project-based quoting, and an NWFA Certified installation and refinishing team.

Product overview

The Hardwood Floor Company is a flooring services and retail company offering a comprehensive suite of flooring products and installation services. Core offerings include Hardwood Flooring (solid and engineered), Luxury Vinyl Plank (LVP), Laminate Flooring, Carpet, Tile, Sand & Finish refinishing services, and Custom Work (inlays, medallions, custom stairs). The company operates as an authorized dealer for premium brands including COREtec LVP (largest selection in Central Oregon and exclusive dealer for COREtec Grande Line), Legno Bastone engineered hardwood (exclusive dealer in Oregon), and Greyne Livable Luxury Hardwoods. Additional products include vents (Aria OG and Flushmount Pro), tile showers, rubber gym flooring, and wall coverings. They also provide a RoomVo Floor Visualizer tool for customer visualization.

Differentiator

Problem solved

Functional benefit

Products and services

• Hardwood Flooring Solid hardwood and engineered wood flooring products sold and installed, available in species including Maple, Ash, Hickory, Oak, Walnut, Cherry, and French Oak with various finishes, widths, colors, and cut types for residential and commercial customers.
• Luxury Vinyl Plank (LVP) Waterproof luxury vinyl plank flooring sold and installed, including the largest COREtec selection in Central Oregon and exclusive COREtec Grande Line offering in the Pacific Northwest, marketed as a durable, resilient, and versatile alternative to hardwood.
• Laminate Flooring Sold and installed scratch-resistant laminate flooring, with the majority of carried laminate also water-resistant, positioned as an affordable floor update option.
• Carpet Carpet products sold and installed in a range of styles, colors, and patterns including Cut Pile, Patterned, and Looped options.
• Tile Flooring Premium tile selection sold and installed, marketed for lasting durability, refined style, and broad design possibilities.
• Sand & Finish Refinishing Refinishing service for existing hardwood flooring including sanding with a dustless sanding system, staining, and applying finishes such as polyurethane, Rubio Monocoat, Pallmann Waterborne, or DuraSeal.
• Custom Work Bespoke flooring design and installation including custom inlays, medallions, mosaic floors, custom stairs, specialty patterns such as herringbone, and specialty finishing techniques including hand-scraped textures and glazing.
• Aria OG Vent Cover Original drop-in air vent cover with retrofit design compatible with hardwood, vinyl, laminate, carpet, and drywall surfaces up to 7/8 inch thick, sold via the online shop for local pickup ($73.82-$118.45).
• Flushmount Pro Vent Register Ultra minimal rimless air register installed at sub-floor level prior to surface installation, featuring full air flow control and a child-proof, pet-proof design, sold via the online shop for local pickup ($85.83-$128.75).

Quantifiable outcome

• Flooring installation: LVP 2-3 days, prefinished hardwood 3-4 days for 1,000 sq.ft. rectangular room with no prep work
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Legno BastonecoreChannel Partner/ Reseller/ DistributorExclusive dealer for Legno Bastone engineered hardwood flooring in the state of Oregon. Legno Bastone is described as a premium manufacturer with century-spanning legacy, offering high-quality engineered wide plank flooring.
• COREteccoreChannel Partner/ Reseller/ DistributorLargest selection of COREtec luxury vinyl plank (LVP) in Central Oregon. Exclusive dealer for COREtec Grande Line in the Pacific Northwest. COREtec is the original waterproof LVP floor manufacturer with patented rigid core technology.
• Greyne Livable Luxury HardwoodscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Greyne Livable Luxury Hardwoods, offering high-quality wide plank engineered flooring with customizable colors, wire brushing, and finish options. Greenguard certified products.
• National Wood Flooring Association (NWFA)coreStrategic or Co-development PartnerCompany and its team members are NWFA Certified Professionals, trained and tested in installation, refinishing, and maintaining hardwood floors. Only NWFA certified installation and sand/finish team in Central Oregon.
• Central Oregon Builder's AssociationminorOthersMember of the Central Oregon Builder's Association (COBA), indicating local business community involvement.
• BBB AccreditedminorOthersBBB Accredited Business with A+ rating, demonstrating commitment to customer service standards.
• Sustainable Northwest HardwoodsminorChannel Partner/ Reseller/ DistributorCarries Sustainable Northwest Hardwoods products known for environmentally friendly and durable hardwood options.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Empire Today: National in-home flooring sales and installation company bringing samples to customers' homes and providing one-stop installation across carpet, hardwood, vinyl, and tile - mirroring The Hardwood Floor Company's in-home consultation and multi-category install model.
• 50 Floor: Direct-to-home residential flooring retailer and installer that brings samples to customers and handles professional installation across multiple flooring categories - a closely comparable boutique in-home sales and install approach.

Broad incumbents

• Flooring America: Flooring retail cooperative of independently owned stores offering full-category flooring with installation; comparable local-dealer model with cooperative buying power and shared marketing support.
• The Home Depot: Largest US home improvement retailer offering full flooring assortment with installation services; competes on convenience, pricing, and one-stop shopping against the same residential renovation customers.
• Lowe's: Major home improvement retailer offering complete flooring assortment and installation services; competes as a DIY and pro destination with national marketing reach and material installation capabilities.
• Floor & Decor: National big-box specialty flooring retailer with 200+ stores offering extensive hardwood, vinyl, tile, and accessory assortments; competes for both DIY and pro customers at vastly greater scale and buying power.
• LL Flooring: National specialty flooring retailer (formerly Lumber Liquidators) focused on hardwood, vinyl, and laminate via retail stores and online channels; competes on product breadth and pricing across many of the same categories.
• Carpet One Floor & Home: Flooring retail cooperative with independently owned member stores across North America offering carpet, hardwood, vinyl, tile, and installation - same independent-dealer business model with national brand backing.

Others

• Mohawk Industries: World's largest flooring manufacturer producing carpet, hardwood, vinyl, laminate, and tile products (including many brands The Hardwood Floor Company likely carries); relevant as a key supplier and indirect competitor via retail partners.
• Shaw Industries: Major US flooring manufacturer with a broad portfolio including carpet, hardwood, vinyl, and tile; relevant as a significant supplier to the products and brands sold through The Hardwood Floor Company's showroom.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@paradigmwoodfloorsllc4318
• Facebookfacebook.com/paradigmwoodfloorsllc
• Instagraminstagram.com/paradigm_wood_floors/?igshid=OGQ5ZDc2ODk2ZA%3D%3D
• Pinterestpinterest.com/paradigmwoodfloors/?invite_code=6f74b9cfee594e8ba113cde565fce547&sender=1046735275801267146
• TikToktiktok.com/@paradigmwoodfloor?_t=8fzAQ4Ouke2&_r=1
• LinkedInlinkedin.com/company/the-hardwood-floor-company

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Hardwood Company