Good Brothers Flooring Plus

What Good Brothers Flooring Plus does

Good Brothers Flooring Plus is a privately held, owner-operated residential flooring retailer and installation services provider based in Rocklin, California. The company distributes flooring materials across seven product categories — hardwood, vinyl, luxury vinyl, carpet, carpet tile, laminate, and brick & stone — sourced from major brand partners including Mohawk (with exclusive lines such as SmartStrand, RevWood, EverStrand, TecWood, PureTech, and SolidTech), Pergo, Godfrey Hirst, Dixie Home, Dream Weaver, Shaw, Bruce, and Mannington. Sales are driven through a single physical showroom at 2217 Sunset Blvd #705, in-home estimates, and professional consultation, with customers served primarily across the Rocklin, Roseville, Granite Bay, Lincoln, and Loomis corridor in Placer County, California.

The business operates a full-service model combining product retail with professional installation services. Pricing is quote-based and not publicly disclosed, with consumers encouraged to visit the showroom or arrange in-home estimates. The company layers consumer financing through the Mohawk Credit Card program powered by Synchrony Financial to support larger ticket purchases. Its digital touchpoints include a Roomvo-powered website with room visualization, social media presence on Facebook, Instagram, and LinkedIn, and an educational content library covering Flooring 101 guides for carpet, hardwood, laminate, and luxury vinyl.

The company is co-owned by Tom Good and Randy Good, both with extensive industry tenure (44+ years and 35+ years respectively). There is no external institutional or venture capital involvement, no parent company, no subsidiaries, and no recorded M&A activity. Strategic positioning rests on local brand reputation, hands-on owner expertise, multiple brand partnerships, and the in-store plus in-home consultation experience. The business has been recognized with the 2018 Style Magazine Best Floor Covering Store award, the 2018 Best of the Best award, the 2023 Best Flooring Store award, and holds BBB accreditation along with memberships in the Rocklin Area Chamber of Commerce and the World Floor Covering Association.

Name

Good Brothers Flooring Plus

Legal name

Good Brothers Flooring Plus

Website

https://goodbros.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Good Brothers Flooring Plus is a privately held, owner-operated residential flooring retailer and installer based in Rocklin, CA, selling hardwood, vinyl, luxury vinyl, carpet, carpet tile, laminate, and brick & stone from brands like Mohawk and Pergo to homeowners across the greater Rocklin area.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121), Flooring Contractors (238330)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

akta.pro secondary industries

Hardwood Flooring Retail (CRAIAGAB), Laminate Flooring Retail (CRAIAGAC), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

Keywords

• Flooring retail store
• Residential flooring installation
• Hardwood and vinyl flooring
• Carpet and laminate sales
• In-home flooring estimates

Headquarters

HQ city

Rocklin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain

Revenue model

1. Flooring Product Sales: Retail sale of flooring materials including hardwood, vinyl, luxury vinyl, carpet, carpet tile, laminate, and brick & stone. Products are sold from various manufacturer brands including Mohawk, Pergo, and others.
2. Professional Installation Services: Full-service flooring installation by professional installers
3. Financing Services: Partnership with Mohawk and Synchrony Financial to offer consumer financing options for flooring purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Good Brothers Flooring Plus operates a full-service retail flooring business selling hardwood, vinyl, luxury vinyl, carpet, carpet tile, laminate, and brick & stone flooring from a physical showroom in Rocklin, CA, supported by in-home estimates and professional installation. The company also offers consumer financing through a Mohawk/Synchrony credit program and a Roomvo-powered room visualizer tool on its website to help customers preview products.

Product overview

Good Brothers Flooring Plus is a full-service flooring retailer offering a comprehensive portfolio of flooring products across multiple categories: hardwood (solid and engineered), vinyl, luxury vinyl, carpet (broadloom and tile), laminate, and brick & stone. The company distributes major brand lines including Mohawk (SmartStrand, RevWood, EverStrand, TecWood, PureTech, SolidTech), Pergo (Elements, Extreme), and Godfrey Hirst, as well as Dixie Home, Dream Weaver, Shaw, Bruce, Mannington, and other brands. The product portfolio includes various price tiers and performance levels (e.g., Mohawk's Plus, Select, Premier, Essentials classifications) to serve different market segments. Beyond products, the company provides professional installation services, financing options, and a digital room visualizer tool. The offerings are primarily positioned for residential consumers in the Rocklin, CA area, though the e-commerce platform extends reach to surrounding communities.

Differentiator

Problem solved

Functional benefit

Products and services

• Hardwood Flooring

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Mohawk FlooringcoreGTM or Marketing PartnerMajor brand partner offering innovative flooring products. Mohawk invests in environmentally responsible practices, develops renewable resources, and uses efficient facilities. The partnership includes exclusive product lines like SmartStrand, EverStrand, RevWood, TecWood, PureTech, SolidTech, and co-marketing initiatives including financing programs
• RoomvocoreTechnology or IntegrationTechnology partner providing the Roomvo room visualizer platform that allows customers to visualize flooring products in their own rooms using state-of-the-art visualization technology
• PergominorGTM or Marketing PartnerSponsored partner providing Pergo Elements and Pergo Extreme flooring products. Pergo is a sponsor of the Good Brothers Flooring Plus website

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• LL Flooring (formerly Lumber Liquidators): National flooring retailer selling hardwood, laminate, vinyl, and tile with installation services. Direct peer in flooring retail with installation, but competing at national scale rather than a single local showroom.
• Empire Today: In-home flooring retailer specializing in carpet, hardwood, laminate, vinyl, and tile with in-home estimates and professional installation. Closely mirrors Good Brothers' consultative showroom + in-home estimate + installation model.
• Carpet One Floor & Home: Cooperative flooring retailer with locally owned stores carrying carpet, hardwood, vinyl, laminate, and tile with installation services. Operates on the same locally-owned-showroom model as Good Brothers, often competing in the same metros.
• Flooring America: Cooperative of independent local flooring retailers offering carpet, hardwood, laminate, LVP, and tile with installation. Direct comparable as a locally owned multi-product flooring retailer serving defined regional markets.

Broad incumbents

• Lowe's: National home improvement retailer with flooring assortment and professional installation services. Adjacent competitor for the same residential flooring customer, though it carries a much broader mix beyond flooring.
• Home Depot: Big-box home improvement retailer with a deep flooring department and installation services. Competes directly with Good Brothers on product breadth and installation, but at national scale with vastly larger marketing and procurement leverage.
• Floor & Decor: Large national specialty flooring retailer with showroom-led model and pro/consumer split. Comparable as the dominant scaled player in the same floor-covering retail category Good Brothers operates in, but at vastly greater size and geographic reach.

Regional players

• 50 Floor: Regional shop-at-home flooring retailer offering in-home consultations and installation of carpet, hardwood, tile, and vinyl across multiple U.S. metros. Comparable in-home estimate + installation model, but operates across a broader regional footprint than Good Brothers' single-store CA presence.

Others

• Mohawk Industries: Largest U.S. flooring manufacturer and Good Brothers' flagship brand partner (SmartStrand, RevWood, TecWood, PureTech, SolidTech). Comparable as the upstream supplier enabling Good Brothers' product range, and an adjacent competitor through Mohawk's own direct programs.
• Shaw Floors: Major flooring manufacturer whose brands are stocked by Good Brothers. Comparable as an ecosystem participant — supplier to and competitor with retail flooring channels via its own retail partnerships and direct programs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GoodBrothersFlooringPlus
• LinkedInlinkedin.com/company/good-brothers-flooring-plus
• Instagraminstagram.com/TexasHometownFloors

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Good Brothers Flooring Plus