Luna Flooring has run a shop-at-home flooring sales model in the Chicago, Milwaukee, Indianapolis, and surrounding Midwest markets for over 60 years, with a sales force that delivers samples to the customer’s kitchen table rather than expecting buyers to visit a showroom. Luna flooring reviews across consumer sites tend to split into two clear camps: customers who valued the convenience and speed score the experience 4 or 5 stars, while customers who felt pressured into oversized purchases or experienced installation issues score it 1 or 2 stars. The truth, as usual, sits in the middle. Here is what shoppers should know before booking the free in-home consultation.
How the Luna Sales Model Actually Works
Luna sends a commission-paid sales representative to the home with a sample case containing roughly 75 product options across carpet, hardwood, vinyl, laminate, and tile. The rep measures the rooms, presents options in your actual lighting and against your existing furniture, and provides a written quote during the same visit. Installation can usually be scheduled within 7 to 14 days of contract signing, with many jobs starting within 5 business days.
The convenience is genuine for busy homeowners who cannot easily get to a showroom. Seeing samples in real lighting conditions also produces better color decisions than fluorescent-lit big-box aisles where pinks and grays shift dramatically.
Pricing Reality and Comparison Shopping
The convenience comes with a premium. Luna typically prices bundled material-plus-installation 15 to 30 percent above Home Depot and Lowe’s for comparable-quality products. The first quote presented is almost never the best price available, and sales reps have authority to discount 10 to 25 percent before manager approval kicks in.
- Carpet bundled: $4.50 to $9.00 per square foot installed.
- LVP bundled: $5.50 to $9.50 per square foot installed.
- Engineered hardwood bundled: $7.50 to $13 per square foot installed.
- Laminate bundled: $4.50 to $7.50 per square foot installed.
- Tile bundled: $11 to $18 per square foot installed.
Always get two competing quotes from independent dealers and one big-box quote before signing with Luna. The leverage of competing bids often reduces the Luna quote by 15 to 25 percent.
Product Selection and Brand Names
Luna carries products from major manufacturers including Mohawk SmartStrand, Shaw Floorte, Karastan carpets, and Mannington engineered hardwood. The branded products are genuine and identical to what other dealers stock, though the specific style numbers may differ to prevent direct apples-to-apples comparison shopping.
Private-label Luna lines also exist, manufactured by partner mills and sold exclusively through Luna sales channels. These typically offer good value at the mid-tier price points but limit your ability to comparison shop. Ask the rep specifically which products are name-brand and which are private-label before deciding.
Installation Quality Across Markets
Installation is where Luna reviews split most dramatically. The company uses a mix of W-2 in-house crews and 1099 subcontractor installers, with quality varying significantly by market and crew. Chicago and the inner-ring suburbs generally see better installer quality due to higher labor pool and stricter quality control. Smaller markets sometimes draw less-experienced crews handling higher volumes per week.
The single biggest predictor of installation satisfaction is asking specifically which crew will handle your job, how long they have worked with Luna, and what their certifications are. NWFA Certified Installer for hardwood and CTEF Certified Tile Installer for tile both indicate skilled work. Crews lacking these credentials carry higher risk of installation issues.
Common Complaint Patterns
Reading 500-plus Luna reviews across BBB, Yelp, and Google reveals recurring complaint themes worth knowing about.
High-pressure sales tactics during the in-home appointment appear in about 20 percent of negative reviews, with customers reporting reps who refused to leave without a signed contract, used artificial deadlines for promotional pricing, or insisted on financing applications. Federal door-to-door sales rules give consumers three business days to cancel after signing, but emotional pressure during the appointment is real.
Subfloor surprises and overage billing also appear repeatedly. Some contracts allow billing for additional square footage discovered during demolition, which can add $500 to $1,500 to the final invoice. Negotiate a fixed-price contract or cap overages at 5 percent before signing.
Warranty and Customer Service
Luna offers labor warranties separate from manufacturer warranties, typically covering installation defects for 1 to 5 years depending on product category. Warranty claim processing varies by branch, with some markets responding within 14 days and others stretching claims out for months. Document everything in writing, photograph any issues with timestamps, and keep all communication through email rather than phone calls for clear records.
Manufacturer warranties apply normally to Luna-installed floors, with claims processed through the brand rather than Luna directly. This sometimes creates a back-and-forth between Luna and the manufacturer about whether failures are installation-related or product-related, particularly for hardwood cupping or LVP gapping issues.
Where Luna Makes Sense
Luna’s model works best for buyers who genuinely cannot get to a showroom, value installation speed above lowest price, and are comfortable negotiating during the in-home appointment. Empty nesters replacing flooring in occupied bedrooms, working parents with limited weekend bandwidth, and renters preparing properties for new tenants all fit the profile. The premium pays for the convenience.
For price-sensitive buyers willing to comparison shop and visit two or three showrooms, Luna almost never delivers the best dollar-per-square-foot value. The same brand-name products sell for less at independent dealers like Carpet One affiliates and through big-box installation programs.
How to Negotiate Luna Effectively
Three strategies improve Luna outcomes. First, schedule the appointment after collecting two competing quotes from other dealers, and bring those quotes to the appointment to anchor pricing expectations. Second, refuse to sign during the first visit no matter the promotional pressure — sleep on it, verify the quote against the competing bids, and call back the next business day. Third, demand a fixed-price contract with cancellation rights protected and overage caps written into the contract terms.
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