CONCEPT FLOORING, INC.

What CONCEPT FLOORING, INC. does

Concept Flooring, Inc. is a privately held, locally owned residential flooring company founded in 2001 and headquartered at 109 Smoke Hill Lane, Suite 190 in Woodstock, Georgia. The company installs and refinishes hardwood, luxury vinyl plank (LVP), laminate, carpet, and staircases for homeowners across the north Atlanta metro area, including Cobb, Fulton, Cherokee, Forsyth, Gwinnett, and DeKalb counties. All work is performed under a shop-at-home distribution model with no physical retail showroom.

The company's go-to-market centers on a dedicated Project Manager (PM) who conducts an in-home consultation, brings curated flooring samples drawn from 20+ authorized manufacturer brands (Anderson, Armstrong, Bruce, COREtec, Mannington, Mohawk, Shaw, Somerset, and others), provides a written estimate within 24 hours, and remains the customer's single point of contact through installation and any post-installation warranty work. Five named Project Managers — Jeff Fox (Co-Founder), Chris Baker, Jim Welsch, Dave Jones, and Anthony Corsello — carry 138 combined years of flooring experience, supported by a Lifetime Installation Warranty and a written price-match guarantee.

Concept Flooring monetizes exclusively through one-time project-based engagements: flooring installation across four material categories, hardwood refinishing (sand, stain, and finish), and staircase refinishing. Pricing is quote-based following the in-home assessment, and the company does not publish list prices or phone quotes. Revenue is derived entirely from individual residential customers in the Atlanta metro, with no disclosed commercial or B2B accounts. Supporting digital assets include a Floor Visualization Tool and an interactive Flooring Quiz designed to pre-qualify leads before the free in-home consultation. The company is founder-owned, has no disclosed funding, parent, or subsidiary entities, and operates with a small (1–10) employee base.

Name

CONCEPT FLOORING, INC.

Legal name

Concept Flooring, Inc.

Website

https://conceptflooring.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Concept Flooring is a privately held, shop-at-home residential flooring installer and refinisher serving homeowners across the north Atlanta metro since 2001, offering hardwood, LVP, laminate, carpet, and stair services via dedicated Project Managers and mill-direct pricing from 20+ brands.

Ownership category

akta.pro rank

Product category

Residential Flooring Installation Services

NAICS

Flooring Contractors (238330)

akta.pro primary industry

Hardwood Floor Installation (HSAPAGAA)

akta.pro secondary industry

Deep Floor Care (Hardwood/Stone/Marble/Tile Restoration & Sealing) (HSAEABAE)

Keywords

• Residential flooring installation
• Hardwood refinishing services
• Luxury vinyl plank installation
• Carpet installation services
• Shop-at-home flooring

Headquarters

HQ city

Woodstock

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Installation Services: One-time project-based revenue from installing hardwood, luxury vinyl plank (LVP), laminate, and carpet flooring in residential homes. Each project is quoted individually following an in-home assessment.
2. Hardwood Refinishing Services: One-time project-based revenue from sand-and-refinish services for existing hardwood floors, including stain color changes, finish application, and screen-and-recoat treatments.
3. Staircase Refinishing and Makeovers: Specialized installation and refinishing services for residential staircases, including carpet runner installation and hardwood staircase transformations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Concept Flooring is a residential flooring installation and refinishing service operating a shop-at-home model in the Atlanta metro area since 2001. A dedicated Project Manager brings curated samples from 20+ authorized manufacturer brands directly to the customer's home, provides a written estimate within 24 hours, and manages the project through installation under a Lifetime Installation Warranty. Core services cover hardwood installation and refinishing, luxury vinyl plank (LVP), laminate, carpet, and staircase makeovers.

Product overview

Concept Flooring is a shop-at-home flooring installation and refinishing service serving the Atlanta metro area since 2001. The company operates as a unified service rather than a software platform—customers work with a dedicated Project Manager who brings curated flooring samples to their home. The core offerings span six main service categories: hardwood flooring installation (solid and engineered), hardwood refinishing, luxury vinyl plank (LVP) installation, laminate flooring installation, carpet installation, and staircase refinishing. The company works with 20+ authorized manufacturer brands offering mill-direct pricing, including Anderson, Armstrong, Bruce, COREtec, Mannington, Mohawk, Shaw, Somerset, and others. Every installation is backed by a Lifetime Installation Warranty and Price Match Guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Hardwood Flooring Installation Installation of solid and engineered hardwood flooring, including site-finished and pre-finished options, managed end-to-end by a dedicated Project Manager for residential homeowners in the north Atlanta metro.
• Hardwood Refinishing
• Luxury Vinyl Plank (LVP) Installation
• Laminate Flooring Installation
• Carpet Installation
• Staircase Refinishing and Makeovers
• Shop-At-Home Flooring Consultation

Quantifiable outcome

• 4.9 stars out of 5 based on 291 verified Google reviews
• +3 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Expansion highlights5 records

Direct peers

• Empire Today: National shop-at-home flooring retailer offering in-home consultations and installation of carpet, hardwood, LVP, and tile. Empire Today is the most directly comparable peer given its identical mobile-showroom distribution model, though it operates at national scale versus Concept Flooring's Atlanta-only footprint.

Broad incumbents

• Shaw Industries: Major flooring manufacturer (carpet, hardwood, LVP, tile) and Concept Flooring authorized brand partner, headquartered in Georgia. Indirect competitor via retailer network and category-defining force in residential flooring.
• Mohawk Industries: World's largest flooring manufacturer whose brands (Mohawk, Karastan, Pergo) are among Concept Flooring's 20+ authorized partners. Not a direct sales competitor but an upstream supplier and category benchmark for pricing and product trends.
• Floor & Decor: Large specialty flooring retailer with showrooms across the U.S. including multiple Atlanta-area locations. Overlaps in product categories (hardwood, LVP, laminate, tile) but competes via showroom-based, pro/DIY model rather than shop-at-home service.
• Home Depot Flooring Installation Services: Big-box home improvement retailer offering in-home flooring measurement and installation services across all of Concept Flooring's product categories. Competes primarily on convenience, financing scale, and brand trust rather than consultative service quality.
• LL Flooring (formerly Lumber Liquidators): National specialty retailer of hardwood, LVP, laminate, and vinyl flooring with installation services. Competitor in the same product categories but distributed through retail showrooms rather than in-home consultation.
• Lowe's Flooring Installation Services: Big-box competitor offering in-home flooring consultations and installation across carpet, hardwood, LVP, and tile. Overlaps with Concept Flooring on installation services but lacks the single-PM accountability model.
• Carpet One Floor & Home: Cooperative flooring retailer with independently owned and operated local stores, including Atlanta-area locations. Comparable product mix and consumer positioning, with local ownership similar to Concept Flooring but showroom-based sales.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/ConceptFlooring
• Facebookfacebook.com/conceptflooring
• Instagraminstagram.com/conceptflooringinc
• LinkedInlinkedin.com/company/concept-flooring-inc

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 CONCEPT FLOORING, INC.