Floor & Decor Brand Guidelines: The Georgia Warehouse Flooring Chain Listed in 2017

A Georgia flooring outlet that became a listed chain.

Floor & Decor is an American retailer of hard-surface flooring based in the Atlanta area. Its annual reports say the business was founded in 2000. English Wikipedia names the founder as George West, whose family ran West Building Materials, and gives the headquarters as Smyrna, Georgia, a suburb of Atlanta. The company’s own filings describe its head office, which it calls its store support center, as being in Atlanta, alongside a product review center and a sample fulfilment center.

The present corporate shape dates from 2010. According to the company’s annual report for 2017, a holding company called FDO Holdings, Inc. was incorporated in Delaware in October 2010 so that funds affiliated with two private-equity firms, Ares Management and Freeman Spogli, could acquire the original operating business, Floor and Decor Outlets of America, Inc., a Georgia corporation, in November 2010. FDO Holdings later took the name Floor & Decor Holdings, Inc.; English Wikipedia dates that change to April 2017. Floor and Decor Outlets of America continues as an operating subsidiary of the listed parent.

The listing followed within weeks of the new name. The 2017 annual report says Floor & Decor completed its initial public offering on 2 May 2017, with its Class A common stock trading on the New York Stock Exchange; the share-price range it reports starts on 27 April 2017. The shares trade under the ticker FND. At that point the two sponsors still held a large part of the stock between them, the same report shows. At the end of 2017 the company counted 83 warehouse-format stores in 21 states, the annual report says; The Motley Fool, writing in October 2023, put the 2017 figure at 87 locations, so the two sources differ on the count.

Very large stores, room sets and direct sourcing.

The business is built around very large stores. Its annual report for fiscal 2025 says the warehouse-format stores average about 76,000 square feet and carry on average about 4,200 stock-keeping units each. The Motley Fool gave an average of about 78,000 square feet in October 2023, against roughly 5,000 to 20,000 square feet for the independent flooring shops it described as the chain’s most direct competition, and it noted that general home-improvement stores give flooring a section of a few thousand square feet.

The range covers laminate and vinyl, porcelain and ceramic tile, solid and engineered wood, bamboo, and natural stone such as marble, travertine and slate, along with installation materials, decorative tiles and mosaics, the 2025 filing says. It has added adjacent categories such as vanities, shower doors and custom countertops. It sells to professional installers and commercial businesses, which it calls “Pro” customers, and to homeowners who either fit floors themselves or buy for professional installation.

Design is part of the store layout. The Motley Fool reported in 2023 that the average store had 32 “vignettes”, room-style displays updated at least once a year, and that free design services were available. The 2025 filing says each store has a design center with several vignettes and that the company employs designers in all of its stores to offer free design consulting.

The company also sells under its own product names. In June 2026 Floor Covering News (FCNews) reported the launch of NatureMatch, a private-label line of 99 products across porcelain tile, luxury vinyl plank and laminate, designed to give the look of stone and wood on floors, accent walls and countertops.

Sourcing is largely direct. The 2025 filing says the merchandising team buys from more than 240 vendors in the United States and abroad, mostly directly from manufacturers and quarries, and that the company keeps an Asia sourcing office in Shanghai. The filing does not tie the range to any single country of manufacture; it notes that in 2025 the United States imposed additional tariffs on products from most of the countries the company sources from.

Design and documentation.

Flooring, carpet and tile retailers sell something that is hard to judge on a screen. A carpet’s pile, a vinyl plank’s grain and a tile’s glaze are chosen by hand and by eye, so these companies present themselves largely through physical display: showroom floors laid with sample sections, racks of carpet samples, stands of plank flooring and, in tile shops, walls set with finished panels. Several now take the showroom to the customer as well, sending vans or fitters with sample boards to measure a room at home, and their websites let shoppers order small samples before they buy.

Range and store naming tend to be plain. Collections are usually named for a material, a colour or a place, and products are grouped by room and by type, such as carpet, laminate, vinyl, luxury vinyl tile, engineered wood or porcelain, rather than by technical code. Shop fascias usually carry the retailer’s own name in large type, and some chains also run concessions inside department stores under their own brand.

The advertising follows the same practical line. The companies’ own pages and press reports show campaigns built around sales periods, interest-free credit, home visits and fitting, published in catalogues, on television, online and on shop windows, with buying guides that explain yarns, finishes and room-by-room choices.

Behind the shops, the corporate story is often one of founders, family owners, investors and changes of control. Corporate pages and press reports record listings on and departures from stock markets, private-equity and hedge-fund owners, administrations and pre-pack sales, and brands that survive after the original company has closed. This guide sets out who founded each chain, who owns it and what happened to it, as dated sources record it.

An ampersand between two plain words.

Growth since the listing is documented year by year in the company’s filings. The Motley Fool counted 203 stores in 36 states at the end of the second quarter of 2023. By 25 December 2025 the annual report listed 270 warehouse-format stores and five small-format design studios across 39 states, served by five distribution centers near Houston, Savannah, Los Angeles, Baltimore and Seattle, with 13,723 employees. English Wikipedia records the opening of a large distribution center at Bloomingdale, Georgia, near the Port of Savannah, in February 2018.

In fiscal 2021 the company moved into commercial flooring by buying Spartan Surfaces, which it runs as a subsidiary with its own offices and warehouses, the 2025 filing says. The parent remains listed on the New York Stock Exchange, and its third-quarter report of October 2026 named Brad Paulsen as chief executive.

The name carries much of the identity: two plain words joined by an ampersand, with “Decor” written without an accent. The stores themselves, with their long aisles of samples broken up by finished room sets, do much of the visual work. The colours and type below are our own interpretation rather than the company’s marks.

For a design guide, Floor & Decor shows how a retailer can turn the shop floor itself into a showroom, with vast stock on display alongside room-style vignettes. Compare LL Flooring, another American hard-surface specialist, and Shaw Floors, a flooring maker from Dalton in the same state. For this guide we use a slate grey, a travertine cream and a terracotta with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Floor & Decor’s identity on hand — save it to a board in the Made Good inspiration library.