The Floor Store, INC.
The Floor Store, INC. is a family-owned flooring and countertops retailer founded in 1983, operating 10 showrooms across the San Francisco Bay Area. It sells residential and commercial flooring and countertop materials with bundled in-house installation and hardwood restoration services for homeowners, designers, and commercial clients.
- Company typePrivate
- Founded1983
- HeadquartersRichmond, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What The Floor Store, INC. does
The Floor Store, INC. is a family-owned flooring and countertops retailer founded in 1983 and headquartered in the San Francisco Bay Area, operating 10 showroom locations across Northern California including Richmond, Burlingame, Concord, Dublin, Fairfield, San Carlos, San Francisco, San Jose, San Rafael, Santa Rosa, and Sunnyvale. The company sells residential and commercial flooring materials — carpet, solid and engineered hardwood, laminate, luxury vinyl plank and tile (LVP/LVT), waterproof flooring, ceramic and porcelain tile, natural stone, and area rugs — alongside kitchen and bathroom countertops in granite, porcelain, marble, and quartz (Caesarstone, Silestone). Products are sourced through partnerships with national brands including Mohawk, Karastan, Daltile, COREtec (Shaw), Cali Bamboo, Anderson Tuftex, Mannington, Pergo, and Masland, with the company claiming the largest in-stock Daltile and COREtec selections in the Bay Area.
The business model combines retail product sales with in-house certified installation services and hardwood restoration (deep cleaning, sanding, refinishing, recoating). Pricing is unit-based per square foot — luxury vinyl ranges from $4 to $14+ per sq.ft. installed and hardwood from $6 to $25+ per sq.ft. installed — with financing offered through a credit partner. Distribution runs through owned showrooms plus a Shop At Home in-home consultation service, a trade Designer Program for interior designers, a Refer A Friend referral program, and a dedicated commercial flooring sales motion. A third-party RoomVo digital visualizer supports online product previews.
The customer base is primarily residential homeowners in the San Francisco Bay Area, with secondary segments in commercial properties and design professionals. The company has held continuous Diamond Certified status since 2008 with a 95%+ customer satisfaction rating and operates as an independent, family-owned retailer with no disclosed private equity, venture, or institutional investor involvement.
The Floor Store, INC. firmographics
Firmographics- Name
- The Floor Store, INC.
- Legal name
- The Floor Store
- Website
- https://floorstores.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Floor Store, INC. is a family-owned flooring and countertops retailer founded in 1983, operating 10 showrooms across the San Francisco Bay Area. It sells residential and commercial flooring and countertop materials with bundled in-house installation and hardwood restoration services for homeowners, designers, and commercial clients.
- Ownership category
- akta.pro rank
The Floor Store, INC. industry classification
Industry- Product category
- Flooring Retail
- NAICS
- Floor Covering Retailers (449121), Flooring Contractors (238330), Flooring Contractors (23833), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro industry
- Hardwood Flooring RetailLuxury Vinyl (LVP/LVT) Flooring RetailCarpet & Area Rug Flooring RetailCommercial Flooring Retail (Contract/Trade-Focused)Flooring Installation Services (Retailer-Affiliated)
Keywords
Where The Floor Store, INC. is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
The Floor Store, INC. business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Flooring Product Sales: Direct sales of flooring materials including carpet, hardwood, laminate, luxury vinyl, tile, stone, and area rugs. Revenue is generated through one-time product purchases at showrooms or via in-home consultations.
- Installation Services: Professional installation services for flooring including hardwood refinishing, sanding, recoating, and general installation. Bundled with product sales or available separately.
- Countertop Sales and Installation: Sales and installation of kitchen and bathroom countertops including granite, porcelain, and marble.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Luxury Vinyl Flooring - Entry Level |
| Unit Pricing | Pay-as-you-go | Luxury Vinyl Flooring - Mid-Range |
| Unit Pricing | Pay-as-you-go | Luxury Vinyl Flooring - Premium |
| Unit Pricing | Pay-as-you-go | Hardwood Flooring - Entry Level |
| Unit Pricing | Pay-as-you-go | Hardwood Flooring - Mid-Range |
| Unit Pricing | Pay-as-you-go | Hardwood Flooring - Premium |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
The Floor Store, INC. product offering
Product offeringCore offering
The Floor Store is a family-owned flooring and countertop retailer operating 10 showrooms across the San Francisco Bay Area since 1983. It sells carpet, hardwood, laminate, luxury vinyl, waterproof flooring, tile, natural stone, area rugs, and kitchen/bath countertops, and bundles these products with in-house professional installation, hardwood restoration, custom rug services, and a Designer Program for trade clients.
Product overview
The Floor Store is a family-owned flooring and countertops retail business with 10 showroom locations across the San Francisco Bay Area, operating since 1983. The company offers a comprehensive portfolio of flooring products including carpet, hardwood (solid and engineered), laminate, luxury vinyl plank/tile (LVP/LVT), waterproof flooring, tile, natural stone, and area rugs. The company also provides kitchen and bathroom countertops in granite, porcelain, and marble materials. Their product portfolio features both core flooring categories and multiple branded product lines including Mohawk, Karastan, Daltile, COREtec, Shaw, Pergo, Cali Bamboo, Anderson Tuftex, Mannington, Masland, Canopy, and Emser. The company sells countertop brands including Caesarstone and Silestone quartz surfaces. Beyond product sales, The Floor Store offers related services including professional installation, shop-at-home consultations, hardwood restoration (deep cleaning, sanding, refinishing), custom rugs, a designer program, commercial flooring services, and financing options. A RoomVo digital visualizer tool is available for customers to preview flooring in their spaces. The company emphasizes its Diamond Certified status (since 2008) and competitive pricing guarantee.
Differentiator
Problem solved
Functional benefit
Products and services
- Carpet Flooring Residential and commercial carpeting in various styles, textures, and colors for different room applications, sold at Bay Area showrooms.
- Hardwood Flooring Solid and engineered hardwood flooring in domestic and exotic wood species, offered through brands such as Mohawk, Karastan, Anderson Tuftex, Mannington, and Cali Bamboo.
- Laminate Flooring Budget-conscious laminate flooring that mimics hardwood or stone aesthetics with enhanced durability.
- Luxury Vinyl Flooring (LVP/LVT) Waterproof luxury vinyl plank and tile flooring with SPC and WPC cores, available in wood and stone looks from COREtec, Shaw, Mohawk, Pergo, Cali, and Canopy.
- Waterproof Flooring Waterproof flooring solutions including luxury vinyl with SPC cores, suited for moisture-prone areas like kitchens and bathrooms.
- Tile Flooring (Ceramic & Porcelain) Ceramic and porcelain tile flooring including large-format options, sourced primarily through the Daltile partnership.
- Natural Stone Flooring Natural stone flooring including marble, granite, and slate for indoor and outdoor applications.
- Area Rugs Ready-made and custom area rugs with rug pads available for residential customers.
- Kitchen and Bath Countertops Granite, porcelain, marble, and quartz (Caesarstone, Silestone) countertops for kitchen and bathroom projects, with slabs available at all showroom locations.
- Professional Installation Services Certified in-house installation of flooring and countertops at customer locations across the Bay Area, typically bundled with product purchases.
- Hardwood Restoration Services Hardwood floor deep cleaning, sanding and refinishing, and recoating services performed by company-employed crews.
- Shop At Home Consultation In-home consultation service where representatives visit customer homes to assist with flooring selection and measurement.
- Custom Rugs Custom rug design and ordering service for personalized flooring solutions.
- Designer Program Exclusive program for interior designers offering access to curated in-stock products, designer discounts, and consultation services.
- Commercial Flooring Services Commercial-grade flooring solutions and project execution for business properties, offices, and retail spaces across the San Francisco Bay Area.
- Customer Financing Program Flexible financing solutions with approved credit to help customers afford flooring and countertop projects.
Quantifiable outcome
- Diamond Certified since 2008 with 95% or higher customer satisfaction rating
Companies that use The Floor Store, INC.
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
The Floor Store, INC. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Floor Store, INC. partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered primary, core and secondary.
- MohawkprimaryMajor flooring brand partner offering carpeting, laminate, and luxury vinyl products. The Floor Store carries Mohawk products as a primary brand across their showrooms.
- KarastanprimaryPremium carpet and flooring brand partner. The Floor Store features Karastan as a key brand in their carpet and hardwood offerings.
- DaltileprimaryLeading ceramic tile and natural stone manufacturer. The Floor Store offers the largest in-stock Daltile selection in the San Francisco Bay Area.
- COREtec (Shaw)primaryPremium luxury vinyl flooring brand owned by Shaw. The Floor Store carries the largest in-stock and special order COREtec flooring in the Bay Area.
- Cali BambooprimarySustainable bamboo and hardwood flooring manufacturer. The Floor Store offers a vast selection of Cali Bamboo products in the San Francisco Bay Area, emphasizing green building materials.
- ShawcoreMajor flooring manufacturer. The Floor Store carries Shaw products including COREtec luxury vinyl flooring.
- EmsercoreTile and stone flooring manufacturer featured in The Floor Store's product lineup.
- Anderson TuftexcorePremium hardwood flooring brand. Featured in The Floor Store's end-of-year clearance and regular product offerings.
- ManningtoncoreFlooring manufacturer offering hardwood products. Partner brand in The Floor Store's hardwood catalog.
- PergocoreLaminate and luxury vinyl flooring brand. The Floor Store carries Pergo Extreme luxury vinyl products.
- MaslandsecondaryPremium carpet manufacturer featured in The Floor Store's end-of-year clearance sale promotions.
- DH FloorssecondaryFlooring brand featured in manufacturer clearances and promotions at The Floor Store.
- CaesarstonecoreQuartz countertop manufacturer. Featured in The Floor Store's countertop product offerings.
- SilestonecoreQuartz countertop brand. Part of The Floor Store's countertop selection alongside natural stone options.
- CanopysecondaryLuxury vinyl flooring brand featured in The Floor Store's product catalog.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
The Floor Store, INC. competitors and assessment
Company assessmentDirect peers
- Floor & Decor Holdings: Multi-category flooring retailer (hardwood, tile, vinyl, laminates) operating large-format showrooms with in-stock merchandising — the closest direct comparison to The Floor Store's breadth-and-showroom model, but at national scale.
- Abbey Carpet & Floor: Member-owned buying group of independent floor-covering retailers across multiple U.S. regions — same go-to-market as a multi-location independent flooring retailer with national buying power.
- LL Flooring: Specialty flooring retailer historically focused on hardwood, laminate, and vinyl with installed-sales offerings — directly comparable assortment and service depth, though primarily national showroom-based.
- Carpet One Floor & Home: Cooperative of independent flooring retailers offering broad assortments (carpet, hardwood, tile, vinyl) with local showroom service — analogous decentralized regional retailer model to The Floor Store.
- Empire Today: In-home sales model for flooring with bundled professional installation, mirroring The Floor Store's Shop At Home consultation + in-house install approach, but operating nationally.
Broad incumbents
- The Home Depot: Big-box home improvement retailer with a significant flooring department offering installation services — broad incumbent competing for the same residential and commercial flooring dollars at national scale.
- Wayfair: Online home goods retailer with deep flooring and rug assortments, competing for the research-and-purchase stages of the shopper journey that The Floor Store relies on for showroom traffic.
- Lowe's Companies: Big-box home improvement chain with extensive flooring assortment and installed-services program — broad incumbent pressuring mid-tier specialty retailers on price and convenience.
Emerging players
- Rugs USA: Direct-to-consumer area rugs and broad-loom carpet retailer — emerging pure-play competitor in the rug and adjacent soft-flooring categories that The Floor Store carries across all 10 showrooms.
Others
- Shaw Industries: Major flooring manufacturer (carpet, hardwood, LVT) and one of The Floor Store's key brand partners including COREtec — adjacent supplier/manufacturer that could move into direct retail over time.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
The Floor Store, INC. social profiles
Digital presenceThe Floor Store, INC. financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Floor Store, INC. leadership team
Management profileNumber of profiles
Profiles1 record
The Floor Store, INC. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Floor Store, INC. 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 The Floor Store, INC.
What does The Floor Store, INC. do?
The Floor Store is a family-owned flooring and countertop retailer operating 10 showrooms across the San Francisco Bay Area since 1983. It sells carpet, hardwood, laminate, luxury vinyl, waterproof flooring, tile, natural stone, area rugs, and kitchen/bath countertops, and bundles these products with in-house professional installation, hardwood restoration, custom rug services, and a Designer Program for trade clients.
Is The Floor Store, INC. a public or private company?
The Floor Store, INC. is a private company. It is classified as family owned and is currently operating.
When was The Floor Store, INC. founded?
The Floor Store, INC. was founded in 1983. It employs 51 to 100 people.
Where is The Floor Store, INC. based?
The Floor Store, INC. is headquartered in Richmond, United States, in the North America region.
How does The Floor Store, INC. make money?
Three revenue lines are on record. Flooring Product Sales are the primary driver. The others are installation Services and countertop Sales and Installation.
Who are The Floor Store, INC.'s main competitors?
Direct peers on record are Floor & Decor Holdings, Abbey Carpet & Floor, LL Flooring, Carpet One Floor & Home and Empire Today. Broad incumbents are The Home Depot, Wayfair and Lowe's Companies. Rugs USA is listed as an emerging player. Shaw Industries is listed as an others.
Does The Floor Store, INC. have an API?
No public API is recorded for The Floor Store, INC..
What industry is The Floor Store, INC. in?
The Floor Store, INC.'s product category is Flooring Retail. Its primary akta.pro industry code is CRAIAGAB, Hardwood Flooring Retail, with a secondary code of CRAIAGAD, Luxury Vinyl (LVP/LVT) Flooring Retail. Its NAICS code is 449121 and its SIC code is 5700.