Floris Jeurissen is building his own flooring empire with Floors Group. The recent acquisition of Laminaat.nl is a shot in the arm and probably not the last. 'The market is incredibly fragmented, so there is still a lot to gain.'
Entrepreneur Floris Jeurissen (36) has been steadily building Floors Group, his own flooring empire, for fifteen years. What started with trial and error as a young starter of 21, has grown into a mature organization with multiple brands and a first strategic acquisition.
'In the beginning, I actually didn't know exactly what I was getting into,' Jeurissen looks back. 'The first five years were pretty tough. As a young boy I thought I could do it better than my then boss, but I soon discovered how much is really involved.' In those early days, he really did everything himself: from flooring and bookkeeping to marketing and legal matters. 'I was simultaneously CEO, delivery driver, planner and HR manager. Everything landed on my plate.'
Today, Floors Group is a serious player. The group includes LaminaatenParket.nl, with eleven branches, including two flagship stores in Amsterdam and Den Haag, and the wholesaler Floorsbv.nl, which focuses on the business market. Floors Group and the activities that fall under it realize revenues of 28 million euros. Of the eleven branches, nine are run by franchisees. The product range is broad: laminate, PVC, wooden floors, (herringbone) parquet and matching skirting boards and subfloors.
Growth through acquisition
In May 2025, Jeurissen took the next step in his growth strategy with the acquisition of Laminaat.nl from Veldhoven, an online platform with 50,000 unique visitors per month - a reach that is substantial within the niche flooring market. He would not say anything about the price, mainly for competitive reasons, but the importance of the deal is clear.
Jeurissen: 'Laminaat.nl fits perfectly within our consumer proposition. It focuses on new construction and renovation, especially on customers who lay their floors themselves. Moreover, it is very strong online and the market leader in organic search results.' The salespeople - Martijn Apeldoorn, Jelle Engels and Wouter Touw - will remain involved and will focus mainly on marketing within Floors Group. In the acquisition, Jeurissen was assisted by two permanent advisers: legal by Daniëlle Dix of MA law and financial by Wouter Wolzak of Crown Deal Partners.
Whereas Jeurissen once did everything himself, the business is now mature. He has partially taken the helm and, as director-major shareholder, is focusing primarily on strategy and further growth. Meanwhile, he is developing an AI bot for the flooring business, fed with data available to Floors Group. That bot already has a name: Plankie. His goals are crystal clear; using AI, he wants to double both Floors Group's revenue and market share every three years - and that with the same number of people.
Soul of parquet
Although he sees plenty of opportunities, Jeurissen acknowledges that the market is not having an easy time at the moment. 'The higher mortgage interest rates are causing people to move less, postpone renovations and wait to invest in a new floor. We notice that directly.' At the same time, he sees a lot of growth potential in the online channel. 'Millennials are an important target group in this. They often feel that they are pressed for time. A fast delivery time is therefore a decisive reason for them to order online.'
Still, Jeurissen does not believe in an all-digital model. 'I remain convinced of the power of clicks & bricks, a smart combination of online visibility and physical stores. Those stores fulfill an important advisory function. Every floor requires customization. Just think about sound insulation, which is something you can't always respond well to online."
Apart from that, he does not let his personal preferences go unmentioned. 'If it were up to me, everyone would choose parquet. That lives. If a bottle of wine falls on it, you'll see it for years to come, and that's just beautiful. Every damage tells a story. Laminate or PVC is more practical and cheaper, but lacks a soul and does not last as long. Parquet is for life. Yet he estimates that only about four percent of his customers choose it. 'The rest go for a more affordable alternative.'
Fragmented market
This is no reason for Jeurissen to throw in the towel. He sees plenty of opportunities to further expand his flooring empire, both under his own steam and through acquisitions. If and when he will close another such deal, he will not reveal, but there are plenty of interesting businesses on his radar. Jeurissen: "The market is incredibly fragmented, so there is still a lot to be gained. Furthermore, Jeurissen is also committed to expanding the number of franchisees who want to operate under the Laminaatenparket.nl label.
When asked if he ever thinks about possibly selling his business, Jeurissen responds candidly, "Sure, I actually think about that all the time. As an entrepreneur, you always have to build a business that is ready for sale in the foreseeable future. That does not mean that I am actively working on a sale right now; there are still plenty of growth opportunities. But you have to think ahead. In my view, you have to be sales-ready four years before you actually sell.'
