Our Story

UPROOTING AN INDUSTRY

Flooret was conceived as an alternative way to manufacture, source, and purchase flooring. When we started, the monopolization of distributors in the flooring industry had led to limited options and over-priced floors.

With less brands having the resources to properly develop new, innovative products, the options available to consumers were dwindling, as was the quality. The more interesting products, where they were available, were at the extreme high-end of the price spectrum.

Outdated Distribution Model

So 20th century

"As is often the case with industries stuck in a 20th century distribution model, these high prices were not a function of cost; rather, it was simply a multitude of brokers, sales reps, and other middlemen taking high margins."

By the time the consumer got quoted, the product was marked-up 300-600% from the factory cost. More importantly, the separation between the end-user and the manufacturer meant designs and trends lagged. Consumers were not getting the products and designs they wanted, due to the slow nature of having so many layers of distribution. By the time new colors were developed, they were already outdated. Somehow there had to be a better way.

time for a change

Revolutionizing the Industry

Looking at innovative brands like Warby Parker, who had revolutionized the eyeglasses industry, we realized there was an opportunity to create a genuine brand with true values that was also accessible. Thus, Flooret was born with a simple mission statement: The best flooring products available, priced competitively. This is the result of three principles that guide our product development:

"Thus, Flooret was born with a simple mission statement: The best flooring products available, priced competitively."

Superior Construction

We always start with quality. Our products are not just high quality; we aim to provide the best flooring products on the market. This means products designed with the best materials, the thickest wear-layers, and the strongest finishes. Our products exceed industry standards, and are often at the forefront of their class in terms of warranty and durability. We work closely with all of our suppliers, often pushing them to develop new specifications. Innovation in durability and longevity, whether it be for commercial or residential applications, is our core guiding principle.

Contemporary Design

We confess to being big design geeks. Our offices are a mess of interior design magazines and artwork. We get in heated discussions about credenzas and kitchen cabinets. We get the art behind great design, and develop our colors to be part of the symphony that makes amazing rooms. Our design sessions involve reviewing and tweaking hundreds of colors. We typically discard 30-40 designs for every winner. Overly picky? Think of us as your first line of defense against bad design. By the time we present you with an option, you can rest assured it is the best option in that color range.

Sustainable + Transparent Sourcing

We are strong members of the green building movement. All of our products qualify for various LEED credits as part of the USGBC program. We aim to provide the highest percentage of recycled and recyclable synthetic products, and FSC 100% Certified wood products. Our products all have zero or negligible formaldehyde and VOC emissions, and are audited by reputable third-parties. We also take pride in being transparent about where we source our products. While most importers and brands work hard to hide where their products come from, we think it is important to know where your floors are made.