LL Flooring — formerly known as Lumber Liquidators — was one of the largest specialty flooring retailers in the United States. For over two decades, the company operated hundreds of stores across the country, offering hardwood, laminate, vinyl, and tile flooring at discount prices. However, the brand’s journey has been marked by controversies, a major rebrand, financial struggles, and ultimately the closure of its retail operations.
If you have been searching for “llflooring” to find a store, check warranty coverage, or understand what happened to the company, this guide covers the full story — from its founding to its current status.
Brand History
Understanding LL Flooring requires understanding where it came from and how it evolved over more than 25 years in the flooring industry.
The Lumber Liquidators Era (1994-2020)
Lumber Liquidators was founded in 1994 by Tom Sullivan in Hardwick, Massachusetts. The original business model was simple but effective: buy hardwood flooring directly from mills in bulk, eliminate the middleman, and pass the savings on to consumers. The company operated from warehouse-style stores with limited overhead, keeping prices well below traditional flooring retailers.
The formula worked. By 2007, Lumber Liquidators had grown to over 200 locations and went public on the New York Stock Exchange. At its peak, the company operated approximately 440 stores in 47 states and generated over $1 billion in annual revenue.
The product range expanded beyond hardwood to include laminate, vinyl plank, bamboo, cork, tile, and flooring accessories. The company positioned itself as the go-to destination for budget-conscious homeowners and DIY installers who wanted quality flooring without retail markup.
The 60 Minutes Controversy (2015)
In March 2015, CBS’s 60 Minutes aired an investigative report alleging that Lumber Liquidators’ Chinese-made laminate flooring contained formaldehyde levels that exceeded California Air Resources Board (CARB) standards. Formaldehyde is a known carcinogen, and the allegation that a major retailer was selling flooring with unsafe emissions levels created a national firestorm.
The fallout was severe:
- The company’s stock price dropped more than 40 percent in the days following the report.
- The CDC initially reported elevated cancer risk for consumers, though it later revised its analysis and reduced the risk estimate.
- A class-action lawsuit resulted in a $36 million settlement for affected customers.
- The Department of Justice investigation led to a $33 million criminal fine in 2016 after the company pleaded guilty to one felony count of violating the Lacey Act related to illegally sourced hardwood from eastern Russia.
- Multiple state attorneys general launched investigations.
- The company offered free indoor air quality testing to customers who had purchased the affected products.
The controversy fundamentally damaged consumer trust and cast a long shadow over the brand for years afterward.
The Rebrand to LL Flooring (2020-2022)
In 2020, the company announced it would rebrand from Lumber Liquidators to LL Flooring. The name change was part of a broader strategy to distance the brand from the negative associations of the Lumber Liquidators name and reposition as a more modern, design-oriented flooring retailer.
The rebrand included a new logo, updated store designs, enhanced digital presence, and a renewed focus on customer experience. The company invested in showroom-style displays, design consultation services, and an improved online shopping experience with visualization tools.
Despite these efforts, the rebrand struggled to overcome the lingering reputation damage from the 2015 controversy. Many consumers continued to associate the company — regardless of its new name — with the formaldehyde scandal.
Financial Struggles and Closure (2023-2024)
By 2023, LL Flooring was facing mounting financial pressures. Rising interest rates dampened the housing market and reduced home renovation spending. Competition from Home Depot, Lowe’s, Floor & Decor, and online retailers continued to intensify. The company’s debt load from years of legal settlements and restructuring efforts weighed heavily on operations.
In August 2023, LL Flooring filed for Chapter 11 bankruptcy protection. The company initially sought a buyer to continue operations, and a deal was announced with F9 Investments. However, that deal ultimately fell through, and in 2024, the company began liquidating its remaining inventory and closing stores.
By the end of the liquidation process, all LL Flooring retail locations were closed. The brand effectively ceased to exist as a retail operation.
Product Range (What LL Flooring Sold)
At its height, LL Flooring offered a comprehensive range of flooring products. If you purchased flooring from the company, here is what was in their lineup.
Hardwood Flooring
LL Flooring carried both solid and engineered hardwood in dozens of species including oak, maple, hickory, walnut, Brazilian cherry, acacia, and bamboo. The company’s private-label brands — Bellawood and Virginia Mill Works — were their premium and mid-range hardwood lines respectively. Bellawood featured a 100-year warranty and was marketed as the company’s flagship product. For more on hardwood options, see our hardwood flooring guide.
Vinyl Plank and Luxury Vinyl
The company invested heavily in vinyl plank flooring as the category exploded in popularity. Their CoreLuxe brand was the in-house luxury vinyl plank (LVP) and luxury vinyl tile (LVT) line, available in both SPC (stone polymer composite) and WPC (wood polymer composite) constructions. CoreLuxe products typically ranged from $2 to $5 per square foot and were positioned as affordable alternatives to hardwood. Learn more about these products in our LVP flooring guide.
Laminate Flooring
Laminate was one of Lumber Liquidators’ original core products. The company carried both domestic and imported laminate from brands including their own Dream Home and AquaSeal lines, as well as national brands. Prices ranged from under $1 to $3 per square foot. See our laminate flooring guide for current alternatives.
Tile and Stone
LL Flooring offered a limited selection of porcelain tile, ceramic tile, and natural stone, though this was never a primary category for the company.
Accessories and Supplies
The company also sold underlayment, moldings, transitions, adhesives, cleaners, tools, and installation supplies. These accessories were often bundled with flooring purchases.
What About Existing Warranties?
One of the biggest concerns for former LL Flooring customers is warranty coverage on products they purchased. This is especially relevant for Bellawood products that came with a 100-year warranty.
Current Warranty Status
When a company undergoes bankruptcy liquidation, warranties become complicated. In most cases, the warranty obligations are considered liabilities that are discharged in bankruptcy. This means that if you have an LL Flooring warranty claim, there may be no entity remaining to honor it.
If another company acquired the intellectual property or brand rights to LL Flooring, Bellawood, or CoreLuxe, that entity may choose to honor existing warranties — but there is no legal requirement for them to do so unless specifically stated in the acquisition terms.
What You Can Do
- Document your purchase: Keep receipts, warranty certificates, and product specifications.
- Check manufacturer warranties: Some products sold by LL Flooring were manufactured by third parties. The manufacturer’s warranty may still be valid even if LL Flooring is gone.
- Contact your credit card company: Some credit cards extend purchase protection and warranty coverage.
- Homeowners insurance: If flooring fails due to a covered defect that causes damage, your homeowners insurance may help.
Where to Buy Flooring Now
With LL Flooring closed, where should you go for affordable flooring? Several retailers have absorbed the market share that LL Flooring left behind.
Floor & Decor
The closest equivalent to LL Flooring’s original model. Floor & Decor operates large warehouse-style stores focused exclusively on flooring and tile at competitive prices. They carry hardwood, laminate, vinyl plank, tile, stone, and all accessories. Growing rapidly with over 200 locations.
Home Depot and Lowe’s
Both big-box retailers have significantly expanded their flooring departments. They offer a wide selection, competitive pricing, and professional installation services. Online selection is even broader than in-store.
Online Retailers
BuildDirect, FlooringInc, and Wayfair offer large selections of flooring at competitive prices with home delivery. The tradeoff is that you cannot see and feel samples in person before purchasing (though most will ship samples for free or a small fee).
Local Flooring Stores
Independent flooring retailers often provide the best service, expertise, and after-sale support. While prices may be slightly higher than warehouse or online retailers, the value of working with knowledgeable local professionals — especially for complex installations — should not be underestimated.
Lessons from the LL Flooring Story
The rise and fall of LL Flooring offers several important lessons for flooring consumers.
Price Is Not Everything
Lumber Liquidators built its brand on being the cheapest option. While low prices attracted customers, the pressure to maintain rock-bottom pricing may have contributed to the sourcing decisions that led to the formaldehyde controversy. As a consumer, extremely low prices should prompt questions about quality and sourcing, not just celebration.
Check Certifications
When buying flooring, look for third-party certifications that verify emissions levels and material safety. FloorScore, GREENGUARD Gold, and CARB Phase 2 compliance all indicate that a product meets stringent indoor air quality standards.
Research Before You Buy
Read independent reviews, check complaint databases (Better Business Bureau, Consumer Affairs), and ask for references from any flooring retailer or installer. A few hours of research can save you thousands of dollars and significant headaches.
Keep Your Documentation
Always save receipts, warranty certificates, product specifications, and lot numbers for any flooring you purchase. If a problem arises years later, this documentation is essential for warranty claims, insurance claims, or legal action.
Frequently Asked Questions
Is LL Flooring still in business?
No. LL Flooring filed for Chapter 11 bankruptcy in 2023 and subsequently closed all of its retail locations through a liquidation process. The company no longer operates stores or sells flooring directly to consumers.
Is Bellawood flooring still available?
Bellawood was LL Flooring’s private-label brand. With the closure of LL Flooring stores, Bellawood is no longer actively sold through its original channel. However, some remaining inventory may be available through liquidation sales, secondary retailers, or online marketplaces. The brand name may also be acquired by another company in the future.
My LL Flooring product has a defect. What can I do?
If the product was manufactured by a third party, contact that manufacturer directly for warranty service. If it was a private-label product (Bellawood, CoreLuxe, Dream Home), warranty service may be unavailable due to the bankruptcy. Check with your state attorney general’s office and any bankruptcy claims process that may have been established.
Was LL Flooring’s product quality actually bad?
The formaldehyde controversy affected a specific subset of Chinese-made laminate products sold during a particular time period. Many other products sold by LL Flooring — including their Bellawood hardwood line — received generally positive reviews for quality relative to their price point. Like any large retailer, product quality varied across their extensive catalog.
Where can I find the same products LL Flooring used to sell?
Many of the national brands that LL Flooring carried — Shaw, Mohawk, Bruce, and others — are widely available through other retailers. For private-label products like Bellawood and CoreLuxe, there is no direct replacement, but similar products at comparable price points are available from Floor & Decor, Home Depot, and online flooring retailers.
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