Lumber Liquidators was founded in 1994 when Tom Sullivan began selling surplus building materials at heavily discounted prices. Two years later, the Company identified an opportunity to sell hardwood flooring at “liquidator” prices after observing that traditional home improvement and flooring retailers underserved customers in terms of price, selection, quality, availability and service. Lumber Liquidators began working directly with mills to provide customers with a broad assortment of high-quality products at a lower cost than its competitors.
Lumber Liquidators is now the largest specialty retailer of hardwood flooring in North America. The Company has achieved a reputation for offering great value, superior service and a broad selection of high-quality hardwood flooring products. Lumber Liquidators offers an extensive assortment of exotic and domestic hardwood species, engineered hardwoods, laminates, bamboo and cork at low prices designed to appeal to a diverse customer base. The Company also provides a wide selection of flooring enhancements and accessories, including moldings, noise-reducing underlay, adhesives and flooring tools. The Company’s product offering is substantially comprised of proprietary brands, including its flagship Bellawood brand.
Since Lumber Liquidators’ first retail store opened in 1996, the Company has developed a national store base and sells its flooring products through its retail stores, call center, website and catalog. Lumber Liquidators believes that sourcing directly from the mill provides the foundation for the strongest value proposition in a highly fragmented hardwood flooring market. Lumber Liquidators’ strengthens and supports that value proposition with a unique store model, proprietary brands, extensive customer education and sales support resources and a comprehensive marketing and advertising strategy.