Is Resinous Flooring Profitable? Why Flooring Retailers Should Add the Category Now
Short answer: yes — and for flooring retailers, it may be one of the most profitable categories you're not selling yet. Resinous flooring carries strong margins, attaches naturally to the sales you're already making, and gives you a brand-new revenue stream you can scale into a business line of its own. Best of all, it builds on skills and customers you already have.
Expand Beyond Interior Floors and Win More of the Home
If you're a flooring retailer looking for your next growth category, resinous flooring deserves serious attention. Garage and other resinous floor coatings let you move beyond interior rooms and offer homeowners a durable, high-impact upgrade for a space that’s often unfinished and overlooked. No more ignoring the garage space.
The opportunity starts with a simple shift in the conversation. When a customer is already investing in new floors or other renovations, introducing a garage or basement coating becomes an easy extension of the home improvement project — increasing average ticket size, creating natural add-ons, and positioning your store as a more complete flooring solution. You win more of the project, and more of the home.
A New Revenue Stream, Not Just a Bigger Ticket
The bigger opportunity is this: resinous flooring isn't only an add-on to existing sales — it's an entirely new product line you can build and scale on its own. That combination is what makes it so attractive. It's easy to start, because it attaches to the customers and conversations you already have. And it has a high ceiling, because it can grow into a standalone category that reaches buyers who would never have walked in for traditional flooring.
The market backs this up. The U.S. residential concrete coatings market is forecast to grow roughly 10% per year through 2035, more than doubling in size — so a retailer adding the category now is entering a rising market, not a flat one. And demand is durable: over 95% of coating demand comes from renovation and existing homes, not new construction, which means it doesn't depend on the new-build cycle. Add in a recurring re-coat cycle (coated surfaces are typically replaced about every 18 years) and resale-driven demand from new homeowners refreshing their spaces, and you have a category with renewable demand rather than one-and-done projects.
Add a High-Margin Category Without Reinventing Your Business
Resinous flooring supports strong pricing because homeowners see clear, tangible value — durability, appearance, and long-term performance. And you have flexibility in how you enter: build in-house installation capability or work with a subcontractor, whichever fits your team and growth strategy.
What the margin opportunity can look like:
- Direct installation: A common target is roughly 30% labor, 30% materials, and 30% gross profit, with the remainder covering overhead and job variables. On a typical $4,000 residential garage project, that points to meaningful gross profit on a single job.
- Subcontracted installation: Many dealers target $1–$3 of profit per square foot, depending on project scope, local pricing, and installer partnerships. Across a two-and-a-half-car garage, that adds up quickly.
The point isn't a single number. It's that resinous flooring is a practical way to grow revenue, improve margins, and differentiate your business — without starting from scratch.
The Category Already Flows Through Stores Like Yours
If you're wondering whether retailers really have a place in this market, the data is clear. Local and regional retailers and showrooms account for roughly 35% of how resinous coatings reach the end customer — a share comparable to big box and national flooring retailers. This isn't a category that bypasses the showroom--it runs straight through it.
There's a strategic reason that matters. Research shows customers often choose their store before they choose a brand — and once they're in the showroom, staff recommendations carry real weight in the final decision. In other words, whoever has the category on the floor tends to control the sale.
And homeowner demand is real and specific. Among homeowners interested in coating projects, the top motivators are easier maintenance, improved appearance and cleanliness, added home value, and making a space feel finished. These are the same value drivers that already power your premium flooring sales — which is exactly why the category sits comfortably alongside upgrades homeowners already respect, like stone countertops and premium decking.
Make It Easy to Sell with a Showroom Display
Getting customers to say yes starts with letting them see what's possible — and that's where a showroom display earns its place. Putting popular flake blend options on your floor in a compact, high-impact format lets the samples do the selling, with no bulky fixtures or added staff. Custom header options are available for retailers who want a branded in-store presence.
If you've been looking for a way to grow revenue, raise your average ticket, and open a new line of business at the same time, resinous flooring is one of the clearest opportunities in the market today. The demand is rising, the margins are strong, and the path in builds on what you already do.
Visit the Torginol Samples page to learn more about the Showroom Displays available.
Frequently Asked Questions
Is resinous flooring profitable for retailers?
Yes. Resinous flooring supports strong margins and high average tickets, and it attaches naturally to existing flooring sales. Retailers can enter through in-house installation or subcontracting, and the category is forecast to grow roughly 10% annually through 2035.
Do flooring retailers really sell resinous coatings?
Yes. Local and regional retailers and showrooms account for roughly 35% of how resinous coatings reach end customers — comparable to big box and national chains. Customers often choose their store before their brand, so retailers who stock the category capture significant demand.
How do I add resinous flooring without building a new business?
Resinous flooring builds on customers and conversations you already have. You can attach it to existing remodel projects and choose between in-house installation or a subcontractor partnership, scaling it into a standalone revenue stream over time.
Why do homeowners want resinous floor coatings?
Homeowners are motivated by easier maintenance, improved appearance and cleanliness, added home value, and making unfinished spaces feel complete — the same value drivers behind other premium home upgrades.
