vonderheide floor coverings

What vonderheide floor coverings does

Vonderheide Floor Coverings is a family-owned flooring and interior surface retailer founded in 1947 by Henry Vonderheide and headquartered in Pekin, Illinois. The company operates an 8,000-square-foot main showroom at 105 N 14th Street and a separate clearance warehouse outlet at 290 Derby Street, selling hardwood, luxury vinyl, laminate, vinyl, carpet, carpet tile, ceramic and porcelain tile, brick and stone, engineered stone countertops, wall tile, and custom window treatments. It is a Hunter Douglas certified dealer and carries featured product lines from Mohawk (SmartStrand, RevWood, EverStrand, TecWood, SolidTech), Pergo (Extreme, Elements), Karastan (LuxeCraft), Godfrey Hirst, and others. Distribution combines a regional retail storefront with a mobile showroom and shop-at-home service, plus professional installation crews covering Central Illinois across more than 40 communities including Pekin, Peoria, Bloomington, Normal, and Lincoln.

The business generates revenue primarily through one-time product sales (flooring, countertops, window treatments) priced by square footage, complemented by professional installation and ancillary services such as carpet re-stretch, repairs, and kitchen and bathroom remodeling. Quote-based pricing is standard, with clearance inventory at the warehouse outlet starting at $0.89 per square foot, and consumer financing offered via the Mohawk Credit Card powered by Synchrony Financial. Customer segments include residential homeowners (primary), commercial and business properties (primary), rental property owners, and DIY enthusiasts, with a horizontal segmentation approach across both personas and business buyers. Marketing relies on educational Flooring 101 content, organic SEO, social media (Facebook and Instagram), an email newsletter, periodic warehouse sale events, and customer referrals. Digital tools include Roomvo-powered room visualization and a Kuula virtual showroom tour; the underlying technology stack is conventional retail rather than proprietary AI/ML.

Name

vonderheide floor coverings

Legal name

Vonderheide Floor Covering

Website

https://vonderheides.com

Company type

Private

Founded year

1947

Operating status

Operating

Short description

Vonderheide Floor Coverings is a family-owned retailer founded in 1947 that sells flooring, window treatments, countertops, and wall products from an 8,000-square-foot showroom in Pekin, Illinois, serving residential and commercial customers across Central Illinois with professional installation.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121), Home Furnishings Retailers (44912), Window Treatment Retailers (449122), Flooring Contractors (238330)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

akta.pro secondary industries

Laminate Flooring Retail (CRAIAGAC), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Kitchen & Bath Surfaces (Backsplash, Wall Panels, Specialty Tile) Showrooms (CRAIAFAJ)

Keywords

• Flooring retail
• Window treatments
• Professional installation
• Carpet outlet
• Countertop supply

Headquarters

HQ city

Pekin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Sales: Retail sale of flooring materials including hardwood, luxury vinyl, laminate, vinyl, carpet, carpet tile, ceramic tile, and brick & stone. Products sold directly to consumers and commercial customers.
2. Window Treatment Sales: Sale of custom window treatments including Hunter Douglas products and Carole Fabrics draperies. Company is a Hunter Douglas certified dealer.
3. Installation Services: Professional flooring installation services including commercial flooring installation, carpet re-stretch, flooring repairs, furniture removal, hard surface removal/disposal, carpet removal/disposal, custom showers and tub surrounds, and kitchen & bathroom remodeling.
4. Carpet Outlet and Warehouse Sales: Clearance and warehouse sale of flooring products at the Derby St warehouse location, offering discounted pricing on in-stock and end-of-pallet flooring materials.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Vonderheide Floor Coverings is a family-owned retailer that sells flooring, countertops, wall products, and custom window treatments through a large showroom in Pekin, Illinois. Its product line spans hardwood, luxury vinyl, laminate, vinyl, carpet, carpet tile, ceramic and porcelain tile, brick and stone, and engineered stone countertops, complemented by Hunter Douglas blinds and shades plus Carole Fabrics draperies. The company pairs product sales with professional installation, free in-home measurement, design consultation, and shop-at-home services.

Product overview

Vonderheide Floor Coverings is a family-owned flooring and window treatments retailer offering a comprehensive portfolio of flooring products and related services. The core product lineup includes hardwood, luxury vinyl, laminate, vinyl, carpet, carpet tile, tile, brick & stone, and countertops, complemented by custom window treatments through Hunter Douglas. Their featured product lines span major brands including Mohawk (SmartStrand, RevWood, EverStrand, TecWood, SolidTech), Pergo (Extreme, Elements), Karastan (LuxeCraft), and Godfrey Hirst. Services include professional installation, room visualizer technology, free in-home measurement, and financing options. The company operates an 8,000-square-foot showroom and warehouse in Pekin, Illinois, serving Central Illinois since 1947.

Differentiator

Problem solved

Functional benefit

Products and services

• Hardwood Flooring Solid and engineered hardwood flooring available in various wood species, grades, widths, and finishes for residential and commercial applications.
• Luxury Vinyl Flooring Premium vinyl flooring replicating the look of hardwood or tile with enhanced durability and waterproof properties, including Mohawk SolidTech and Pergo Extreme lines.
• Laminate Flooring Multi-layer synthetic flooring that mimics wood or stone with a high-density fiberboard core and protective wear layer, including Mohawk RevWood and Pergo Elements lines.
• Vinyl Flooring Economical synthetic flooring available in sheet, plank, and tile formats with water-resistant properties.
• Carpet Textile floor covering available in various fibers including nylon, polypropylene, and polyester with multiple pile styles, including Mohawk SmartStrand, EverStrand, PETPremier, PureTech, EverLux Nylon, and Godfrey Hirst wool collections.
• Carpet Tile Modular carpet pieces designed for easy installation and replacement in commercial and residential applications.
• Tile Flooring Ceramic, porcelain, and stone tiles available in multiple sizes, finishes, and styles for floors and walls.
• Brick & Stone Natural and manufactured stone products for flooring and wall applications.
• Countertops Engineered stone and other solid surface options for kitchen and bathroom countertop installations.
• Window Treatments Custom window coverings including Hunter Douglas blinds and shades, plus draperies from Carole Fabrics. Vonderheide is a Hunter Douglas certified dealer.
• Professional Flooring Installation Services Full-service installation including commercial flooring installation, residential flooring, design consultation, kitchen and bathroom remodeling, carpet re-stretch, flooring repairs, furniture removal, and hard surface or carpet removal and disposal.
• Carpet Outlet and Warehouse Sales Clearance and end-of-pallet flooring sold at the Derby Street warehouse location, with promotional pricing on in-stock luxury vinyl plank, luxury vinyl tile, carpet remnants, and carpet roll odd lots starting at $0.89 per square foot.

Quantifiable outcome

• Pricing starts as low as $0.89 per square foot at warehouse sales

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Hunter DouglascoreChannel Partner/ Reseller/ DistributorVonderheide Floor Coverings is a Hunter Douglas certified dealer, offering their complete line of window treatments including blinds and shades. The company promotes free motorization on select Hunter Douglas blinds as a sales incentive.
• World Floor Covering Association (WFCA)minorOthersProfessional association membership providing industry resources, standards, and networking for flooring retailers.
• Certified Floorcovering Installers (CFI)minorOthersProfessional certification association for flooring installers. Membership indicates professional installation standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Floor & Decor Holdings: National hard-surface flooring superstore retailer selling tile, wood, laminate, vinyl and accessories directly to consumers and pros. Comparable to Vonderheide as a multi-category flooring retailer, though at much larger scale and with a different go-to-market model (big-box warehouse versus showroom-led).
• Empire Today: Direct-to-consumer flooring and window treatment company with a shop-at-home/in-home selling model offering carpet, hardwood, vinyl and tile with professional installation. Closely comparable to Vonderheide's mobile showroom and installation-led value proposition, though Empire operates at a national scale.
• LL Flooring (formerly Lumber Liquidators): Specialty flooring retailer offering hardwood, laminate, vinyl, tile and flooring accessories through stores and online. Closely comparable to Vonderheide's product mix and consumer value proposition, but with national footprint and omnichannel capabilities.
• Carpet One Floor & Home: Cooperative flooring retail network of independent store owners selling carpet, hardwood, tile, vinyl and window treatments with installation services. Highly comparable as an independent/local flooring retailer model with shared supplier brands (Mohawk, Shaw, Hunter Douglas).

Broad incumbents

• Home Depot: Largest U.S. home improvement retailer offering flooring alongside appliances, tools, and building materials. Competes with Vonderheide for DIY and pro flooring buyers, but operates as a broad big-box rather than a flooring specialist.
• Lowe's: Major U.S. home improvement retailer with a sizable flooring assortment and installation services. Comparable as a competing channel for flooring purchases in Vonderheide's Central Illinois markets, though it serves a broader home improvement mission.
• Menards: Midwest-focused big-box home improvement retailer offering flooring, appliances, and building materials with strong regional density in Illinois, Indiana, and Wisconsin. Direct competitor for DIY and contractor flooring purchases in Vonderheide's backyard.

Others

• Mohawk Industries: Largest U.S. flooring manufacturer (carpet, hardwood, laminate, LVT) and a key supplier to Vonderheide via featured brands SmartStrand, RevWood, TecWood, SolidTech. Comparable through product portfolio and private-label credit partnership (Mohawk Credit Card).
• Shaw Industries: Major U.S. flooring manufacturer and direct supplier to Vonderheide across carpet and hard surface categories. Comparable as a key upstream brand partner whose products fill Vonderheide's assortment.
• Hunter Douglas: Leading manufacturer of custom window treatments (blinds, shades, shutters). Comparable as the certified-dealer supplier Vonderheide partners with to deliver its window treatment product line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VonderheideFloorCoverings
• Instagraminstagram.com/vonderheidefloorcoverings
• LinkedInlinkedin.com/company/vonderheide-floor-coverings-co

Revenue estimate

Valuation estimate

Number of profiles

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 vonderheide floor coverings