It goes by the simple acronym INA—for Interiors North America—but behind those three letters is a consortium that packs a big punch: the three largest flooring distributors in the industry who collectively generate roughly $1.5 billion in revenue annually.
While the industry has never had a bona fide national distributor for flooring, INA Consortium effectively services the entire United States market, including Hawaii.
Consisting of Belknap-Haines (including its STC division, formerly Swiff- Train), All Surfaces (including All Tile CSS) and Tri- West Ltd., the No. 1-, 2- and 3-ranked distributors in revenue INA has been operating somewhat stealthily for the last two years, all the while building its portfolio.
Today, INA can carry stock at 72 different locations nationwide, representing millions of square feet, enabling it to compete with the Mohawks and Shaws of the industry. “We offer specific programs and products similar to what Shaw and Mohawk offer,” said Dave White, president of Tri-West.
For example, INA Consortium offers proprietary brands, including: Citywide, a collection of glue-down LVP; Footage SPC, a collection of waterproof flooring distinguished by its durability and wood-like patterns; and Lincoln Highway, a collection of laminate flooring boasting 24-hour moisture protection and realistic hardwood visuals.
Paul Castagliuolo, president of Belknap Haines, said that as a regional distributor it saw a need for coast-to-coast representation of its products to support its customers and their national specifications and expanding geographies. “Because of this, we started conversations with like-minded distributors to offer a unique assortment of products through powerful sourcing and delivery expertise on a greater scale, dialed down to the local levels.”
Geographic clout
Within the organization, INA has individuals and groups that have been sourcing product directly for decades. As Castagliuolo noted, “We offer a best-in-class network of global experts to be able to offer quality products at aggressive pricing and heavily stocked inventory. Our customers benefit from the relationships at every level of the supply chain, stringent compliance and the overall global experience INA offers—along with combined buying power from three of the top distribution outlets in the country.”
INA has the scale to compete as a national distributor, covering the U.S. in its entirety. Belknap-Haines, the industry’s No. 1 distributor in terms of revenue at $700 million, covers the entire East Coast—from Maine to Florida—as well as Ohio, Indiana and Kentucky. STC (formerly Swiff-Train, which was originally part of INA) services Texas, Oklahoma, Louisiana, Colorado, Arkansas, Mississippi and Florida, and has several distribution facilities located throughout Texas.
Minneapolis-based All Surfaces, the No. 2 distributor with 2023 sales projected at $420 million, is made up of five distributor brands, including All Tile CCS, which in 2023 was a top-5 retailer. All Surfaces offers 50 distribution locations across 16 states with a fleet of 100 trucks connecting all locations to its major distribution centers located in Wood Dale, Ill.; Denver; Warren, Mich.; Sioux Falls, S.D.; and Bloomington, Minn.
Third-ranked Tri-West ($350 million projected in 2023) has a territory that encompasses more than one-third of the U.S., mostly on the West Coast (nine states, including Hawaii) and as far east as Colorado.
Given that extensive coverage there are very few overlapping areas within INA’s reach, which is by design. “We have a good gentleman’s agreement on market coverage,” White explained. “We have specific guidelines and boundaries. Everyone has the same thought process. It has been a very good relationship.”
INA works collaboratively to manage its relationships with customers (including specialty retailers) to drive the INA program, so it benefits everyone. Retailers benefit by having access to specific programs and products that make up INA’s vast portfolio. “What’s more, dealers benefit when using INA because of our pledge for continuous investments into local inventory, personnel and operations to confidently offer the best products, prices and logistics in each marketplace,” Castagliuolo said. “We want to make it easy for them to do business, and our streamlined assortment of LVP, SPC and laminate are proven winners in the industry, now available in a larger footprint.”
The prospect of a national distribution model in the United States has been discussed by industry leaders in recent years, with most saying it is feasible.
According to Ted Kozikowski, CEO of Galleher, a top-5 wholesaler, a national distribution model offers customers tremendous advantages in terms of volume discounts, inventory availability, delivery options and product selection.
