Ten years ago, Floer began with a clear vision: create beautiful, qualitative floors that are built to last and have a touch of northern no-nonsense charm. What started as a small webshop up north has grown into a flooring brand that has now #floored thousands of homes across the Netherlands and abroad.
Over the past ten years, we’ve celebrated milestones, overcome challenges and grown faster than we ever imagined.
From our very first Chamber of Commerce registration to nearly 1.5 million square meters of Floer, every year has its own story to tell.
Come and get Floored with us
The beginning of Floer
During his graduation internship, Lennart started an online flooring shop: Floer. In June 2015, the business was officially registered with the Chamber of Commerce. With that, the foundation of Floer was laid. The very first floors were sold straight to customers through the webshop.
Discover the story behind Floer’s beginnings
The learned lessons
Matthijs comes on board, and together the brothers continue building Floer. Their focus is on custom-made oak parquet floors from Northern Netherlands, as well as laminate floors from trusted brands. But the market proves to be challenging: margins are tight, customers chase the lowest prices, and competition is fierce. It’s a valuable learning experience that shapes Floer’s journey.
How 2016 became a year of lessons for Floer
From webshop to wholesale
Floer grows into a flooring brand with a clear vision, its own marketing approach and unique products, such as the 32.8 cm wide Country House Laminate. A strong dealer network is put in place, and the first influencer partnerships are established. The business moves to a new location: a 300 m² warehouse in Koldingweg, laying the foundation for Floer’s next stage of growth.
Shaping the Floer DNA
Floer goes all in on online inspiration through the website and social media. Compelling storytelling becomes the heart of their marketing strategy. The brothers are no longer working alone: Stefan is hired as the first employee. At the same time, the first Floer collection book is launched: a stylish, free guide for customers, packed with inspiration, trends, and , of course, floors. It shows a glimpse of what living with Floer truly means.
The gamechanger
The introduction of the iconic Herringbone Vinyl collection puts Floer on the map. A successful trade fair in Gorinchem follows, quickly doubling their dealer network. More space is needed to accommodate growth, stock, and fresh ideas: leading to the move to a 600 m² warehouse on Stavangerweg. The team continues to expand, with a 100% increase in staff.
A year of recognition
Orca Untreated becomes a real hit. Floer receives the FD Gazellen Award for the first time: recognition for 900% growth since the switch to wholesale in 2017. The start of the corona period brings a quiet moment for orders, but that quickly changes: people seem to be “stockpiling” floors.
Continuing to grow
With growth comes the need for space. Floer moves to Protonstraat, stepping in a 2,000 m² warehouse to support the next stage of development. For the second time, Floer receives the FD Gazellen Award and is listed in the top 100 fastest-growing companies in the Netherlands. The company also makes its debut at number 152 in the prestigious Financial Rimes 1000 list of Europe’s fastest-growing companies and even ranks second in the Interior sector.
Floer goes European!
Floer crosses the border, taking its first steps into Belgium, France, and beyond. For the third consecutive year, Floer is honoured with the FD Gazelle award. The company appears on the FT-1000 list for a second time, confirming Floer as the fastest-growing wholesaler in the Netherlands. Renovations begin at the Protonstraat location, adding 2,000 m² of warehouse space and a brand-new loading dock for smooth floor deliveries.
From growth to innovation
Floer introduces the innovative MEGAMAT certification for vinyl, making the beloved Herringbone Vinyl the most matte vinyl floor in the Netherlands. The new Hybrid Wood collection makes its debut: real wooden floors that combine the best features of both laminate and vinyl floors. Floer is recognised for a third time on the FT1000 list, proving it’s the fastest-growing wholesaler in the country.
A year of breaking boundaries
A remarkable milestone for #floored: 1,000,000 m² of Floer is now installed in homes. Floer launches its German website and starts developing a dealer network in Germany. Online, the brand is thriving too; FloerTube, Floer’s YouTube channel, hits 1,000,000 views.
The adventure continues
The revolutionary MEGAMAT certification is now the standard for all vinyl floors. In its first year of active expansion in Germany, over ten dealers come on board. The team grows by another 50% and is joined by interns across nearly every department. Building on the success of Country House Laminate in 2017 and Country House Rigid Click Vinyl in 2024, Floer now launches the widest vinyl floor on the market: Country House Dryback Vinyl.
We’re just getting started.
Ten years full of growth, ideas, mistakes, successes, and above all: people.
Without the Floer team, our dealers, and our customers, none of this story would exist.
We keep doing what we do best: looking forward and crafting beautiful floors. The next chapters? We’ll write them together.
With an eco-friendly core, add Floer’s charm on your wall and floor!
A warm oak floor, realistic laminate or rock-solid dryback and rigid click vinyl? Floer has your dream floor too! Discover our oak floors produced in the Netherlands, from long lengths to short herringbone planks; strong and consistent in quality.
4,5 / 5
Based on Google-reviews
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