Kiefer USA, A Diverzify Company

What Kiefer USA, A Diverzify Company does

Kiefer Home is a US-based DIY residential flooring brand operated by Kiefer Specialty Flooring, Inc. and branded as "A Diverzify Company." The company sells flooring solutions targeted at homeowners undertaking do-it-yourself home improvement projects — primarily home gyms, basements, rec rooms, kids' playrooms, home offices, and bedrooms. Its headquarters are at 1225 Tri State Parkway, Ste. 510, Gurnee, Illinois, with a registered office at 2910 Falling Waters Boulevard, Lindenhurst, IL 60046. The company operates exclusively in the United States and is privately held, with no disclosed revenue, funding history, or executive leadership team in available source material.

The product portfolio centers on rubber and vinyl flooring systems for residential fitness and multi-purpose spaces. Core offerings include interlocking rubber tiles (FitZone Home, Tuff-Lock), recycled rubber rolls (Tuff-Roll), vinyl plank flooring (FitZone Total Home, Dura-Flex Rebound), wet-area matting (PEM, Wet Step, FitZone Wet Area Plus), gymnasium-grade synthetic surfaces (Advance), kids' play flooring (PaviPlay), equipment protection mats (MonsterMat, Kiefer Equipment Mat, Muscle Mats), and artificial turf (ULTRA40, Golf Matting). Differentiating technical features include 100% recycled rubber construction, interlocking or adhesive-free installation, shock absorption up to 40%, integrated moisture barriers, antibacterial surfaces, and third-party certifications including GREENGUARD Gold (Advance) and Clean Air Gold (Tuff-Lock).

The business model is product-led hardware sales through a hybrid distribution structure. Most flooring products are custom-quoted via phone consultation at 877-291-5355 or 800-322-5448, while exercise accessories carry listed retail prices ranging from $9.99 to $34.99. Distribution combines direct-to-consumer e-commerce on kieferhome.com, phone-based inside sales, an authorized dealer/reseller channel, and a direct builder/remodeler program with sample boxes and exclusive pricing lists. Marketing is content-driven, anchored by an SEO-focused blog, residential buyer's guide, downloadable product sellsheets, photo gallery, and organic social presence on Facebook, Instagram, and Pinterest.

Name

Kiefer USA, A Diverzify Company

Legal name

Kiefer Specialty Flooring, Inc.

Website

https://kieferhome.com

Company type

Private

Operating status

Operating

Short description

Kiefer Home is a US-based DIY residential flooring brand under Kiefer Specialty Flooring, Inc. (Diverzify), selling rubber, vinyl, and turf flooring directly to homeowners and via dealer and builder channels for home gyms, basements, and rec rooms.

Ownership category

akta.pro rank

Product category

Residential Flooring Products

NAICS

Floor Covering Retailers (449121)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Resilient Flooring (Vinyl/LVT/LVP, Linoleum, Rubber) (IMADAJAA)

akta.pro secondary industries

Resilient Sheet Vinyl & Linoleum Flooring Retail (CRAIAGAF), Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH), Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ)

Keywords

• Rubber flooring solutions
• Residential gym flooring
• Vinyl plank flooring
• DIY floor tiles
• Wet area matting

Headquarters

HQ city

Gurnee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Residential Flooring Products: Direct sales of flooring products to homeowners, home builders, remodelers, and dealers. Products include rubber flooring, vinyl flooring, interlocking tiles, equipment mats, artificial turf, and wet area flooring. Revenue is generated through one-time product purchases with consultation services included.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Kiefer Home designs, sources, and sells DIY-installable residential flooring products, including interlocking rubber tiles, recycled rubber rolls, performance vinyl planks, wet area matting, artificial turf, equipment protection mats, and exercise accessories. Offerings are positioned for home gyms, basements, rec rooms, kids' playrooms, bedrooms, and multi-purpose living spaces, with sales conducted direct-to-consumer via website and phone, and through an authorized builder/remodeler/dealer network.

Product overview

Kiefer Home offers a comprehensive portfolio of DIY residential flooring solutions as part of Kiefer USA, A Diverzify Company. The product lineup centers on interlocking rubber tiles (FitZone Home, Tuff-Lock), rubber rolls (Tuff-Roll), and vinyl flooring (FitZone Total Home, Dura-Flex Rebound) for home gym, basement, and rec room applications. Specialty lines include wet area matting (PEM, Wet Step, FitZone Wet Area Plus), kids flooring (PaviPlay), premium surfaces (Advance, PaviHome), equipment protection mats (MonsterMat, Kiefer Equipment Mat), artificial turf (ULTRA40, Golf Matting), and exercise accessories. Products emphasize DIY installation with interlocking or adhesive-based systems, 100% recycled rubber construction, shock absorption, moisture resistance, and antimicrobial properties.

Differentiator

Problem solved

Functional benefit

Brands

• PaviPlay: Kids flooring products including safe, resilient, and antibacterial play flooring for playrooms and multi-use rooms
• FitZone Home
• Tuff-Roll
• Tuff-Lock
• Advance
• Muscle Mat
• FitZone Wet Area Plus
• FitZone Total Home
• MonsterMat
• ULTRA40 Turf
• Wet Step
• PEM Matting
• Dura-Flex Rebound
• Airex

Products and services

• FitZone Home Interlocking Tiles 24" x 24" interlocking rubber tiles (5/16" thickness) for home gyms, playrooms, home offices, basements, rec rooms, lofts, and bedrooms. Features 40% shock absorption, underside moisture barrier, antibacterial properties, and is available in 5 colors including 3 wood tones.
• FitZone Total Home Vinyl Plank Flooring Performance vinyl plank flooring with 2mm vinyl fusion bonded to a 5mm VCR base layer, 21 mil wear layer, and 7mm total thickness. Provides realistic wood visuals with natural variation for home gyms, multipurpose rooms, basements, and offices.
• FitZone Wet Area Plus Luxury woven vinyl flooring with heavy-traffic rated vinyl backing, available in 8'6" wide rolls at 1/8" thickness. Offers antimicrobial properties, sound absorption, and soil/stain resistance for home gyms, saunas, stairs, boats, and outdoor use, in Simple, Luxury, and Elegant collections.
• FitZone Mats High-performance exercise mats in Pro Range (1/2" thickness) and Light Range (1/4" thickness), each 4.5 ft. x 2 ft. Backed by an industry-best 3-year warranty and available in Black, Blue, and Red.
• Tuff-Roll Rubber Flooring Economical 100% recycled rubber roll flooring in 4 ft width with thicknesses of 8mm, 10mm, or 12mm, with a 25 linear foot minimum order. Delivers a seamless appearance, durability, impact absorption, and easy maintenance.
• Tuff-Lock Interlocking Rubber Tiles 24" x 24" interlocking rubber tiles available in 8mm, 10mm, or 12mm thicknesses with tight-fitting edges for hidden seams. No glue required for installation, Clean Air Gold Certified, available in Black, Blue, Grey, Green, Red, Brick, and Cocoa.
• Advance Rubber Flooring High-performance gymnasium/multi-purpose synthetic surface with a 10-year wear warranty. Available in smooth matte texture in New Generation two-layer (6mm, 8mm) or Vulcanized three-layer (8mm, 10mm) constructions; GREENGUARD Gold certified and 100% recyclable.
• Muscle Mats Heavy-duty 4' x 6' x 1/2" rubber mats with non-porous surface for indoor or outdoor use. Install without adhesives over concrete, dirt, or asphalt with excellent traction and superior durability, available in Black.
• PEM Slip Resistant Wet Area Matting Slip-resistant wet area matting for showers, locker rooms, pool areas, saunas, spas, steam rooms, marinas, decks, and basements. Available in 1/4" and 3/8" thicknesses and six colors (Grey, Sandstone, Blue, Black, Brown, Green).
• Wet Step Wet area mat with slip resistance and anti-fatigue properties, featuring drain holes for water runoff and antimicrobial treatment. Recommended for locker rooms, showers, pools, and hot tubs in 2' x 3', 3' x 5', 3' x 10', and 3' x 20' sizes.
• PaviHome Premium Home Flooring Premium 39 3/8" x 39 3/8" x 1/2" basement and home gym flooring tile combining comfort and durability for basement remodeling, home gyms, and home renovation projects.
• PaviHome Deluxe Home Flooring 7mm thick, 35 7/16" x 35 7/16" flooring tile tailored for finished basements, rec rooms, bedroom flooring, and exercise flooring applications.
• PaviPlay Kids Flooring Safe, resilient, and antibacterial play flooring for playrooms and multi-use rooms, latex and PVC free. Available in blue, green, red, and yellow in 23 5/8" x 23 5/8" and 47 1/4" x 47 1/4" tiles; meets Head Injury Criterion (HIC) testing standards.
• MonsterMat Lightweight cellular vinyl equipment protection mat with tapered sides, available in 1/4" and 3/8" thicknesses in Black. Protects floors and carpet from heavy exercise equipment such as bikes, steppers, and treadmills.
• Kiefer Equipment Mat 4 ft. x 6.5 ft. x 1/4" 100% recycled rubber floor protection mat made in the USA. Resists tearing, ripping, gouging, and compression better than foam or sponge vinyl matting.
• ULTRA40 Turf Non-infill artificial turf for indoor use, featuring 40 oz. face weight, 3/4" pile height, and 5mm foam pad for premium shock absorbency. Available in 15 ft width with Velcro roll connection or permanent adhesive installation in Field Green, White, Black, Royal Blue, Red, and Yellow.
• Golf Matting Non-infilled high-grade polypropylene yarn golf matting for tee lines, hitting mats, and extended use. Holds a real tee and supports all clubs from wedge to driver; available in 5ft x 5ft mat, 12ft or 15ft wide rolls in Pine color.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Wayfair: Major U.S. online home furnishings marketplace carrying rubber and vinyl flooring, gym mats, and exercise flooring with transparent pricing and fast shipping — competes for the same U.S. DIY home gym/basement buyer with stronger e-commerce conversion mechanics.

Broad incumbents

• Home Depot: Largest home improvement retailer in the U.S. carrying rubber gym tiles, vinyl plank flooring, equipment mats, and artificial turf across all price tiers — competes broadly for the same DIY homeowner buyer with vastly superior traffic, pricing transparency, and logistics.
• Lowe's: National home improvement retailer stocking rubber flooring, vinyl plank, gym mats, and turf — competes with Kiefer Home across virtually all of its DIY residential flooring categories under one roof.

Direct peers

• Greatmats: Direct competitor specializing in residential and commercial rubber flooring tiles, rolls, mats, and gym flooring sold online with transparent pricing — overlapping nearly the entire Kiefer Home product catalog and targeting the same DIY homeowner.
• Regupol America: Manufacturer and retailer of recycled rubber flooring rolls, tiles, and acoustic underlayments with strong presence in fitness and sports flooring — comparable in product technology and customer use cases (home gyms, athletic facilities).
• American Floor Mats: Specialty retailer of rubber, vinyl, and entry matting sold to both residential DIY and commercial customers — directly comparable in product categories, target buyer, and e-commerce-led distribution.
• Rubber Flooring Inc. Specialty e-commerce retailer of rubber flooring tiles, rolls, mats, and playground surfaces serving both DIY homeowners and commercial buyers — a direct comparable in product mix and online-only distribution model.
• Mats Inc. Specialty rubber and vinyl flooring manufacturer/distributor offering gym flooring, matting, and entrance mats to both residential and commercial channels — overlaps significantly on product range and trade-customer motion.
• FlooringInc: Online specialty retailer focused on rubber and foam flooring tiles, gym flooring, and commercial mats with transparent e-commerce pricing — competes head-to-head with Kiefer Home for DIY home gym and basement buyers.

Others

• BuildDirect: Online flooring retailer offering vinyl, laminate, tile, and rubber flooring direct to homeowners with transparent pricing and home delivery — competes for the same online DIY flooring buyer with a broader product range.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/KieferHome
• Instagraminstagram.com/kiefer_home
• Pinterestpinterest.com/kiefer_home
• LinkedInlinkedin.com/company/kiefer-usa-a-diverzify-company

Compliance2 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 Kiefer USA, A Diverzify Company