Floris Jeurissen (36) founded Floors Group at age 21 and, fifteen years later, expanded it into a flooring company with 28 million euros in revenue, including the retail chain LaminaatenParket.nl and the wholesaler Floorsbv.nl. In May 2025, he acquired Laminaat.nl, an online platform with 50,000 unique visitors per month. As CEO and majority shareholder, Jeurissen now focuses on strategy and growth, and is developing a tool called Plankie—an AI bot—to double revenue and market share every three years.
Floris Jeurissen is building his own flooring empire with Floors Group. The recent acquisition of Laminaat.nl is a hit 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 began with trial and error as a young 21-year-old entrepreneur has since grown into a mature organization with multiple brands and its first strategic acquisition.
“At first, I didn’t really know exactly what I was getting myself into,” Jeurissen recalls. “The first five years were pretty tough. As a young guy, I thought I could do better than my boss at the time, but I soon discovered just how much was really involved.” In those early days, he really did everything himself: from installing floors and doing bookkeeping to marketing and legal matters. “I was the CEO, delivery person, planner, and HR manager all at once. Everything landed on my plate.”
Today, Floors Group is a major player. The group includes LaminaatenParket.nl, with eleven locations—including two flagship stores in Amsterdam and Den Haag—and the wholesaler Floorsbv.nl, which focuses on the business market. Floors Group and its subsidiaries generate 28 million euros in revenue. Of the eleven locations, nine are run by franchisees. The product range is extensive: laminate, PVC, wood flooring, (herringbone) parquet, and matching baseboards and subfloors.
Growth through acquisition
In May 2025, Jeurissen took the next step in his growth strategy with the acquisition of Laminaat.nl in Veldhoven, an online platform with 50,000 unique visitors per month—a significant reach within the niche flooring market. He declined to comment on the price, primarily for competitive reasons, but the significance 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 install their own flooring. Moreover, it has a very strong online presence and is the market leader in organic search results.” The sales team—Martijn Apeldoorn, Jelle Engels, and Wouter Touw—will remain involved and will focus primarily on marketing within Floors Group. During the acquisition, Jeurissen was assisted by two regular advisers: Danielle Dix of MA law for legal matters and Wouter Wolzak of Crown Deal Partners for financial matters.
Whereas Jeurissen once did everything himself, the business has now come of age. He has partially handed over the reins and, as managing director and majority shareholder, focuses primarily on strategy and further growth. Meanwhile, he’s developing an AI bot for the flooring business, powered by data available to Floors Group. That bot already has a name: Plankie. His goals are crystal clear: with the help of AI, he aims to double both Floors Group’s revenue and market share every three years—all with the same number of employees.
Soul of parquet
Although he sees plenty of opportunities, Jeurissen acknowledges that the market is currently facing challenges. “Higher mortgage rates are causing people to move less, postpone renovations, and hold off on investing in new flooring. We’re seeing that firsthand.” At the same time, he sees significant growth potential in the online channel. “Millennials are an important target group in this regard. They often feel pressed for time. For them, fast delivery is therefore a decisive reason to order online.”
Still, Jeurissen doesn’t believe in a fully digital model. “I remain convinced of the power of ‘clicks & bricks’—a smart combination of online visibility and physical stores. Those stores play an important advisory role. Every floor requires a custom solution. Just think about sound insulation—that’s something you can’t always address properly online.”
That said, he doesn’t shy away from expressing his personal preference. “If it were up to me, everyone would choose hardwood floors. They’re alive. If a bottle of wine falls on them, you’ll still see it years later—and that’s precisely what makes them beautiful. Every scratch tells a story. Laminate or PVC is more practical and cheaper, but it lacks soul and doesn’t last as long. Hardwood floors are for life.” Still, he estimates that only about four percent of his customers choose it. “The rest go for a more affordable alternative.”
Fragmented market
For Jeurissen, this is by no means a reason to give up. On the contrary, he sees plenty of opportunities to further expand his flooring empire, both organically and through acquisitions. He won’t reveal if or when he’ll close another deal like that, but there are plenty of interesting businesses on his radar. Jeurissen: “The market is incredibly fragmented, so there’s still a lot to be gained.” Jeurissen is also focusing on increasing the number of franchisees who want to operate under the LaminaatenParket.nl label.
When asked if he ever thinks about selling his business, Jeurissen responds candidly: “Absolutely, I actually think about that all the time. As an entrepreneur, you always have to build a business that will be ready for sale within the foreseeable future. That doesn’t mean I’m actively working on a sale right now—there are still plenty of growth opportunities. But you do have to think ahead. In my view, you need to be ready to sell four years before you actually do so.'
Frequently Asked Questions About Floris Jeurissen and Floors Group
Who is Floris Jeurissen?
Floris Jeurissen (36) is the founder and CEO/major shareholder of Floors Group. He started his business at age 21, and fifteen years later, it had grown into an organization with multiple brands, including LaminaatenParket.nl and the wholesale business Floorsbv.nl.
What does Floors Group encompass?
Floors Group consists of, among others, the retail chain LaminaatenParket.nl and the wholesaler Floorsbv.nl, and together they generate 28 million euros in revenue. The product range includes laminate, PVC, wood flooring, (herringbone) parquet, and matching baseboards and subfloors.
When and why did Floors Group acquire Laminaat.nl?
Floors Group acquired Laminaat.nl in May 2025. According to Jeurissen, the platform—which attracts 50,000 unique visitors per month—is a perfect fit for Floors Group’s consumer proposition and is the market leader in organic search results within its niche.
What is Plankie?
Plankie is the name of the AI bot that Floors Group is developing for the flooring business, powered by data the company has at its disposal. Jeurissen aims to use this to double both Floors Group’s revenue and market share every three years, while maintaining the same number of employees.
Is Floris Jeurissen considering selling Floors Group?
Jeurissen says he thinks about it constantly, though that doesn’t mean he’s actively working on a sale right now. His basic principle: a business needs to be ready for sale about four years before you actually sell it.
