Three Flooring Distributors Form Consortium for National Coverage

Santa Fe Springs, CA, November 1, 2023-Several large flooring distributors--Belknap-Haines, All Surfaces and Tri-West--have joined to form INA (Interiors North America), providing nationwide distribution for a growing portfolio of private-label products.

Group representative Keith Ziegler says national coverage was essential for landing some of the bigger deals the individual distributors were after. The group is currently focusing on multifamily, but he expects it will eventually enter other segments.

Likewise, the group’s product portfolio initially comprised proprietary LVT offerings but has expanded to include an SPC and a laminate collection, both featuring attached pad, and Ziegler says the group is looking for other new products. Rebranded for distribution through INA, the products will continue to be available through their respective parent companies under their original names.

While INA offers the ability for the group to compete on a national level, each company will continue to operate separately.

Ziegler says the partnership made sense not just from a competitive standpoint but from a process standpoint as well. The companies routinely communicate, sharing targets, sales plans and progress, and there is little overlap in their individual territories.

Belknap-Haines, which consists of The Belknap White Group, JJ Haines and STC (formerly Swiff-Train), covers the Northeast, South and Southeast. All Surfaces, which includes All Tile, covers the Midwest, and Tri-West covers the Western U.S., including Hawaii. With a combined 72 locations across the U.S., the member companies hold millions of square feet of inventory.