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Floor Coverings Distribution Channels

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Publisher : Catalina Research Inc.
Report Number : FC106
Published : August 2020
Pages : 50 Pages Executive Summaries, 69 Data Tables
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FLOOR COVERINGS DISTRIBUTION CHANNELS REPORT FC106

Released August 2020

Catalina Research announces the release of our in-depth analysis of Floor Coverings Distribution Channels, or as we say “who sells what to whom and where”.  This fact-filled report provides the action-oriented executive with up-to-date information on end user purchases through floor coverings stores, home centers, mass merchandisers, e-commerce/shop-at-home retailers, and distributors.  Purchases are analyzed for soft and hard surface flooring products.  In addition, Catalina investigates flooring contractor revenues in order to provide flooring spending on an installed basis.  Each page will assist the floor coverings executive exploit changing distribution channels; evaluate consumer, builder, and commercial markets; and plan for 2021 and beyond.

Catalina Reports contain the timely data that allows users to evaluate market size, growth potential, profitability, market share, and the competitive environment.  So turn to a Catalina Report when developing strategies to take advantage of a changing industry product mix, residential and non-residential market trends, retailer and distributor opportunities, and strategies to increase market share.

The table of contents shows the significant data and information included in this report.  Each section is summarized to clearly point out the pertinent industry trends.  Look it over, fill out the order coupon and receive your Catalina Report promptly.  You will find it a valuable planning tool.

CONTENT MATTER

INSTALLED VALUE OF U.S. FLOOR COVERINGS SPENDING (1997-2025)

  • Installed value of flooring
  • Hard and soft surface flooring spending
  • Flooring purchases and installation revenues
  • Flooring spending per square footinstalled
  • Markup from manufacturer to final purchase

FLOORING SPENDING BY MARKET AND CHANNEL (1997-2025)

  • Installed flooring spending by homeowners, builders, businesses, and transportation equipment manufacturers
  • Flooring purchases versus installation costs by market
  • Hard and soft surface flooring spending
  • Consumer area rug and carpet spending
  • Floor coverings purchases from retail, distributor, and manufacturer channels

U.S. CONSUMER FLOOR COVERINGS SPENDING AND PURCHASER DEMOGRAPHICS (1997-2020)

  • Installed value of consumer flooring purchases
  • Consumer purchases by channel
  • Flooring purchases versus installation costs
  • Installed residential floor coverings for hard and soft floorings in existing homes
  • Hard versus soft surface flooring spending
  • Wall-to-wall carpet, cushion, and labor
  • Purchases by demographic characteristics: income, age, size, and region
  • Area rugs, scatter rugs, and bath mats
  • Hard surface flooring purchases and labor cost 
  • Demographics for soft and hard surfaces

U.S. BUILDER AND COMMERCIAL MARKET FLOOR COVERINGS SPENDING (1997-2020)

  • Installed value of builder/commercial purchases
  • Hard versus soft surface flooring spending
  • Flooring cost per new housing unit
  • Builder/contractor purchases by channel
  • Square feet of new housing completed
  • Commercial purchases by channel

U.S.  FLOOR COVERINGS RETAIL DISTRIBUTION CHANNELS AND LEADER MARKET SHARES (1997-2020)

  • Floor covering retail sales by type of outlet:
    • Floor coverings stores
    • Home centers
    • Other building material dealers
    • Furniture stores
    • Department stores and mass merchandisers
    • E-commerce/Shop-at-home
    • Other retailers
  • Sales to consumers/builders/commercial
  • Flooring store employment and wages
  • Sales share for 10 leading retailers
  • Profiles of 4 leading retailers
  • Role of leading buying groups
  • Home Depot/Lowe’s/ Lumber Liquidators Tile Shop/Floor & Decor sales & profits
  • Lumber Liquidators/Floor & Decor/Tile Shop sales by product
  • Number of floor coverings retailers by type of outlet
  • Retail sales of carpet and area rugs, ceramic and stone tiles, wood and laminate flooring, and resilient flooring

U.S. FLOOR COVERINGS DISTRIBUTOR TRENDS (1997-2020)

  • Number and sales of independent distributors (merchant wholesalers) and manufacturer sales offices
  • Soft versus hard surface flooring sales
  • Sales by type of customer
  • Sales trends for top 12 distributors

U.S.  FLOOR COVERINGS INSTALLATION CONTRACTOR BUSINESS (1997-2020)

  • Contractor revenue by type of flooring work:  carpet, ceramic tile, resilient and laminate flooring, stone floors, and wood flooring
  • Comparative installation costs per square foot by type of flooring
  • Purchases by builders and other contractors
  • Contractor material, labor costs, and employment trends
  • Revenues by type of construction: residential and non-residential; new, remodeling and repair
  • Flooring contractor revenues by type of non-residential building
  • Construction spending by type of non-residential building

EXECUTIVE SUMMARY CONTENTS

Current Market Situation
Installed Value Of Floor Coverings Spending
Hard Surface Versus Soft Surface Floor Coverings Spending
Floor Coverings Spending By End-Use Market
Floor Coverings Sales By Retail Channel
Figure 1-1: Share Of U.S. Floor Coverings Retail Sales By Channel
Flooring E-Commerce Trends
Distributor Trends
Contractor Business Trends
Outlook

U.S. Installed Floor Coverings Spending (Section 1)

Installed Value Of Floor Coverings Spending
Hard Surface Versus Soft Surface Floor Coverings Spending
Material Purchases Versus Contractor Costs
Installation Cost Per Square Feet

Floor Coverings Spending By End-Use Market And Distribution Channel (Section 2)

Installed Floor Coverings Spending By End-Use Market
Hard Surface Versus Soft Surface Spending By Market
Flooring Purchases Versus Installation Costs By Market
Distribution Channels

Consumer Floor Coverings Spending And Channels (Sections 3 And 4)

Consumer Floor Coverings Spending
Soft Versus Hard Surface Flooring Purchases
Consumer Demographics
Consumer Floor Coverings Purchases By Channel

Builder Floor Coverings Spending And Channels (Section 5)

Builder Floor Coverings Spending
Purchases Per Housing Unit
Builder And Contractor Floor Coverings Purchases By Channel

Commercial Market Floor Coverings Spending And Channels (Section 6)

Commercial Market Floor Coverings Spending
Spending By Flooring Type And Installation Costs
Commercial Market Floor Coverings Purchases By Channel

U.S. Floor Coverings Retail Distribution Channels (Section 7)

Retail Sales By Channel
Retail Sales By Material
Who Sells To Whom
Specialty Floor Coverings Retailer Trends
Buying Groups
Home Center Trends
Hard Surface Floor Coverings Store Trends
E-Commerce And Other Shop-At-Home Sellers

Leading U.S. Floor Coverings Retailers And Market Shares (Section 8)

Leader Market Shares
Floor & Decor Holdings, Inc
The Home Depot, Inc.
Lowe’s Companies,Inc
Lumber Liquidators, Inc

Distributor Trends And Leaders (Section 9)

Wholesale Sales Trends
Competitive Environment And Leading Distributors

Floor Coverings Installation Business (Section 10)

Floor Coverings Contractor Revenues
Revenues By Type Of Installation Work And Cost Per Square Foot
Revenues By Type Of Construction Project
Material And Labor Costs
Contractor Groups

Scope And Methodology

SECTION TABLES AND DATA ANALYSIS

Section 1: U.S. Installed Floor Coverings Spending, 1997-2025

Table 1-1: U.S. Installed Floor Coverings Spending
Table 1-2: U.S. Floor Coverings and Installation Spending
Table 1-3: Final Sales Markup From Manufacturer Sales
Table 1-4: U.S. Average Value Per Square Foot Sold and Installed
Table 1-5: U.S. Installed Spending on Soft and Hard Surface Flooring
Table 1-6: Average Value Per Square Foot of Installed Soft and Hard Surface Flooring
Table 1-7: U.S. Purchases of Soft and Hard Surface Flooring
Table 1-8: Square Feet of Soft and Hard Surface Flooring Sold and Average Selling Prices

 Section 2: U.S. Floor Coverings Spending by Market and Channel, 1997-2025

Table 2-1: U.S. Installed Floor Coverings Spending by Market
Table 2-2: Percent U.S. Installed Flooring Spending by Market
Table 2-3: U.S. Installed Flooring Spending by Market for Product and Labor
Table 2-4: U.S. Floor Coverings Purchases by Market by Type of Flooring
Table 2-5: U.S. Soft Surface Flooring Spending by Market
Table 2-6: Consumer Soft Surface Flooring Spending by Product
Table 2-7: U.S. Hard Surface Flooring Spending by Market
Table 2-8: U.S. Floor Coverings Purchases by Channel

Section 3: U.S. Consumer Floor Coverings Spending by Product and Channel, 1997-2020

Table 3-1: U.S. Consumer Spending on Installed Floor Coverings
Table 3-2: U.S. Consumer Flooring Purchases and Installation Spending
Table 3-3: U.S. Consumer Installed Spending by Product Type
Table 3-4: U.S. Consumer Wall-to-Wall Carpet Spending for Product and Labor
Table 3-5: U.S. Consumer Hard Surface Flooring Spending for Product and Labor
Table 3-6: U.S. Consumer Soft Surface Floor Coverings Price Index
Table 3-7: U.S. Installed Residential Floor Coverings and by Type
Table 3-8: U.S. Consumer Floor Coverings Purchases by Channel

 Section 4: U.S. Consumer Floor Coverings Purchaser Demographics, 2007-2018

Table 4-1: U.S. Consumer Floor Coverings and Installation Spending by Demographic
Table 4-2: Average Household Floor Coverings Spending by Demographic
Table 4-3: U.S. Consumer Soft Surface Flooring Spending by Demographic
Table 4-4: U.S. Consumer Hard Surface Flooring Spending by Demographic
Table 4-5: Percent Total Consumer Spending for Soft Surface Flooring by Demographic
Table 4-6: Percent Total Consumer Spending for Hard Surface Flooring by Demographic

 Section 5: U.S. Builder Floor Coverings Spending by Product and Channel, 1997-2020

Table 5-1: U.S. Builder Spending on Installed Floor Coverings
Table 5-2: U.S. Builder Flooring Purchases and Installation Spending
Table 5-3: U.S. Builder Purchases of Soft and Hard Surface Flooring
Table 5-4: Average Value Per Square Foot of Flooring Installed
Table 5-5: U.S. New Homes and Square Feet Built
Table 5-6: U.S. Builder and Contractor Floor Coverings Purchases by Channel

Section 6: U.S. Commercial Floor Coverings Spending by Product and Channel, 1997-2020

Table 6-1: U.S. Commercial Spending on Installed Floor Coverings
Table 6-2: U.S. Commercial Flooring Purchases and Installation Spending
Table 6-3: U.S. Commercial Purchases of Soft and Hard Surface Flooring
Table 6-4: U.S. Commercial and Government Floor Coverings Purchases by Channel

Section 7: U.S. Floor Coverings Retail Distribution Trends, 1997-2020

Table 7-1: U.S. Retail Floor Coverings Sales by Channel
Table 7-2: Percent Total U.S. Retail Floor Coverings Stores by Channel
Table 7-3: Number of U.S. Retailers Carrying Floor Coverings by Channel
Table 7-4: Average Floor Coverings Sales Per Retail Outlet by Channel
Table 7-5: U.S. Floor Coverings Retail Sales by Product
Table 7-6: Floor Coverings Sales by Product by Channel
Table 7-7: Percent Flooring Retail Sales by Product by Channel
Table 7-8: Percent Distribution of U.S. Floor Coverings Sales by Customer and Channel
Table 7-9: U.S. Specialty Floor Coverings Retailer Employment, Wages, and Hours

Section 8: Leading U.S. Floor Coverings Retailers and Market Shares, 2007-2020

Table 8-1: Share of U.S. Retail Floor Coverings Sales for the Top Ten Retailers
Table 8-2: Home Depot Floor Coverings Sales
Table 8-3: Lowe’s Floor Coverings Sales
Table 8-4: LL Flooring Sales and Profit Trends
Table 8-5: Floor & Decor Sales and Profit Trends
Table 8-6: The Tile Shop Sales and Profit Trends

 Section 9: U.S. Floor Coverings Distributor Sales Trends and Leaders, 1997-2020

Table 9-1: Number of U.S. Floor Coverings Wholesalers and Sales
Table 9-2: U.S. Wholesaler Soft and Hard Surface Flooring Sales
Table 9-3: U.S. Independent Distributors Sales and Their Customers
Table 9-4: U.S. Manufacturer Sales Offices Sales and Their Customers
Table 9-5: Sales Trends for the Top Twelve Floor Coverings Independent Distributors

Section 10: U.S. Floor Coverings Installation Business, 1997-2020

Table 10-1: U.S. Floor Coverings Installation Contractor Revenues by Flooring Type
Table 10-2: U.S. Contractor Revenues Per Square Foot Installed by Flooring Type
Table 10-3: U.S. Builder and Flooring Contractor Flooring Material Purchases
Table 10-4: Number, Revenues, and Costs of U.S. Floor Coverings Contractors
Table 10-5: U.S. Flooring Contractor Employment, Wages, and Hours
Table 10-6: U.S. Contractor Revenues by Market and Contruction Type
Table 10-7: U.S. Floor Coverings Residential Revenues by Construction Type
Table 10-8: U.S. Floor Coverings Nonresidential Revenues by Construction Type
Table 10-9: U.S. Floor Coverings Nonresidential Revenues by Building Type
Table 10-10: U.S. Nonresidential Building Construction Spending by Building Type

 

ABSTRACT FOR THE CATALINA REPORT ON FLOOR COVERINGS DISTRIBUTION CHANNELS

SUMMARY OF MAJOR FINDINGS

The U.S. installed floor coverings market could decline by 3.9% during 2020 to some $74.2 billion.  The decline is due to the COVID-19 pandemic recession.  The flooring market, however, is expected to outperform the overall economy due to the recovery in new home construction and existing home sales as the lockdown and stay-in-place orders were lifted.  New housing starts increased by 22.1% in July and existing home sales rose by 10.6%.  This compares to double-digit declines for both in the second quarter.  Housing demand is rising as households take advantage of historic low interest rates to satisfy their desire for more working, schooling, entertainment, and recreation space.  These trends will give a boost to the residential replacement and builder markets in the second half of 2020 and into 2021.  On the other hand, commercial markets could experience the sharpest drop during 2020, since business condition uncertainties resulted in a continued drop in non-residential building construction spending.  Meanwhile, there have been winners and losers as the pandemic unfolded.  Winners included home centers and any channel with a strong online presence.  Home centers benefited from being classified as essential businesses, while most competitors had to close.  Sales, also shifted to flooring products more likely to be used in a do-it-yourself project since homeowners are leery having a professional installer enter their home.  In any case, competitors with a strong brick-and-mortar presence coupled with a successful e-commerce strategy could be the winners as the economy recovers.

FLOORING DISTRIBUTION CHANNEL TRENDS

Catalina Research has uncovered these trends in our in-depth report on U.S. floor coverings distribution channels.  This Catalina Research report provides an in-depth look at “Who Sells What to Whom and Where”.  The report analyzes the flow of goods from manufacturers, distributors, and retailers to the final customers.  Sales are provided in final end-user dollars on an installed basis.  A similar analysis was done for hard and soft surface flooring.  Separate sections investigate the channels utilized by the consumer, builder, and commercial markets, as well as household purchaser demographics.  Separate sections analyze the retailer, distributor, and contractor businesses for the total U.S.  Catalina compiled information on leading distributor and retailer strategies and calculated the market shares of the leading retailers.

END-USE MARKET ANALYSIS AND CONSUMER DEMOGRAPHICS

Separate sections analyze floor coverings spending trends for residential replacement, builder, and commercial markets.  Sales are provided for hard and soft surface flooring for each market.  Consumer soft surface flooring spending is also segmented into wall-to-wall carpet installations and area rug purchases.  In addition, consumer purchases are analyzed by demographic- income, age, size, and region.  Catalina also analyzed the installed residential base of hard and soft flooring.  Catalina investigates builder purchases by tracking square footage constructed and installation costs.  Commercial market purchases are also segmented by type of building.

RETAIL DISTRIBUTION CHANNELS

Retail floor coverings sales are supplied for specialty floor coverings stores, home centers, hard surface flooring and other building material dealers, furniture stores, department stores and mass merchandisers, paint and wallpaper stores, e-commerce/shop-at-home retailers, and others.  Catalina also investigated sales by type of customer.  In addition, share of retail sales were calculated for the top ten competitors.  In addition, Catalina profiles the four leading floor coverings retailers.  The role of buying groups is also evaluated.  Catalina segmented retail sales for carpet and area rugs, ceramic and stone tile, wood and laminate flooring, and resilient flooring.

DISTRIBUTOR BUSINESS TRENDS

The report analyzes sales trends of manufacturer sales offices and independent distributors (merchant wholesalers).  Sales are segmented for hard and soft surface flooring and by type of customer.  Sales trends for the top 12 distributors are provided.

INSTALLATION CONTRACTOR MARKET

A separate section analyzes the installation market.  Data trends are provided for the number and revenues of U.S. floor coverings installation contractors, revenues by type of flooring job and building, material and labor costs, and revenue per square foot of floor coverings installed.