Independent profile — not affiliated with ReFloor
ReFloor
ReFloor is a US flooring installation company, headquartered in Troy, Michigan, best known for its "waterproof flooring installed in a day" marketing and a direct, in-home sales presentation model. It was founded by Brian Elias, who previously built and sold the windows/siding company 1-800-Hansons, and his son Daniel Elias; the company's own trade-press profile dates its founding to 2020, while its BBB record separately lists a business-started date of January 1, 2018 -- a discrepancy this research could not resolve. It carries an A+ BBB rating and has been accredited since 2020, with 74 complaints in the last 3 years and a 4.55-out-of-5 average across 362 BBB customer reviews on its Michigan (headquarters) profile. This research found one federal court case involving ReFloor (Berrocal v. Refloor, LLC, a commercial dispute whose exact subject matter could not be confirmed) but no consumer-protection lawsuits, state Attorney General actions, or advertising-practice rulings against the company's "installed in a day" claim.
Complaint Themes
Independent Sources
Shown for context — not merged with USAComplaints' own numbers.
Contacts
- Official website: https://www.refloor.com
Locations
| Type | Address |
|---|---|
| Headquarters | 1960 Research Dr Troy MI 48083 |
What ReFloor Does
ReFloor is a flooring installation company headquartered in Troy, Michigan, marketed heavily around a "waterproof flooring installed in a day" promise and free in-home quotes, with sales made primarily through an in-home presentation model rather than a traditional showroom/retail process. It was founded by Brian Elias -- who spent roughly three decades building the windows/siding company 1-800-Hansons before selling it to a private-equity firm in 2017 -- together with his son Daniel Elias. Trade press (Crain's Detroit Business) dates the company's founding to 2020, with public launch delayed until 2022 due to the COVID-19 pandemic; ReFloor's own BBB record separately lists a business-started date of January 1, 2018, a discrepancy this research could not resolve. As of a 2026 BBB snapshot, the company reported operating 19 locations across the US and Canada, up from roughly 7 Midwest locations and ~200 employees reported in 2022-2023 trade coverage (approximately 4,000 installations and $32 million in sales in 2022, with a projected $50-60 million in 2023).
Is ReFloor Legitimate?
ReFloor is a real, operating flooring contractor -- not a scam. Its Troy, Michigan (headquarters) BBB profile carries an A+ rating and has been BBB Accredited since August 28, 2020, with 74 complaints in the last 3 years (41 closed in the last 12 months) and a 4.55-out-of-5 average across 362 customer reviews. Note that ReFloor also maintains at least one separate regional BBB profile (Louisville, KY, with its own later file-opened date of June 2, 2025), consistent with a company expanding market-by-market rather than operating a single consolidated national file -- so complaint/review figures for other regions may differ from the Michigan headquarters figure above.
This research located one federal court case (Berrocal d/b/a Bourne Co. v. Refloor, LLC -- see the related case entry) -- on further verification, this is a commercial copyright dispute over an advertising jingle, brought by an outside music publisher, not a consumer or competitor complaint about ReFloor's flooring business. No TCPA (robocall/telemarketing) lawsuits, no National Advertising Division challenge to the "installed in a day" claim, no state home-improvement-contractor licensing board discipline (ReFloor's Michigan builder license appears active), and no state Attorney General consumer-protection action against ReFloor were found in this research -- these should be read as "not found in available sources," not as confirmation that no such record exists. Separately, ReFloor's Trustpilot page carries a low-volume rating (as of this research, roughly 2.9 out of 5 from only about 5 reviews on an unclaimed profile) -- too small a sample to be statistically meaningful, but noted for completeness alongside the much larger, more positive BBB review figure above.
What Complainants Allege
BBB complaints reviewed for this profile describe themes common to in-home-sales flooring installers: disputes over whether a subfloor was adequately prepared before installation (moisture/concrete-condition disagreements), scheduling delays between the initial quote and actual installation (sometimes contrasting with the "installed in a day" marketing), and warranty-claim disputes over flooring defects discovered after installation. The large majority of BBB complaints are categorized as Service/Repair Issues (50 of 74), consistent with post-installation quality or warranty disputes being more common than sales-process complaints for this company.
Before You Book an Installation
- Get the full written quote, including exact product/material specifications and total cost, before agreeing to a start date -- and ask specifically whether "installed in a day" refers to the installation labor only or the full process including any subfloor prep/moisture remediation that might be needed.
- Ask what happens, in writing, if a subfloor moisture or condition issue is discovered once installation begins -- who pays for remediation, and how that affects the timeline and total cost.
- Get the specific warranty terms in writing (materials and labor may have different warranty lengths), and confirm the process for filing a warranty claim before you need one.
- Get at least one competing quote from another licensed flooring contractor before committing, particularly for a large job.
- You can file a complaint with the Better Business Bureau or your state's home-improvement contractor licensing board.
Court & Public Records
| Case | Authority | Dates | Type | Outcome | Source |
|---|---|---|---|---|---|
| Berrocal (d/b/a Bourne Co.) v. Refloor, LLC, JK Squared, LLC, and Brian Elias Docket 3:22-cv-10825 | U.S. District Court, Eastern District of Michigan, Southern Division (Judge Robert H. Cleland) | — | Filed | Filed — no final outcome recorded This is a commercial copyright/advertising dispute, not a consumer-protection or personal-injury case. Bourne Co. (a music publisher holding rights connected to "Heigh-Ho" from Disney's Snow White and the Seven Dwarfs) alleged ReFloor's advertising campaign used a song infringing that copyright; ReFloor created a replacement jingle, but Bourne Co. continued to assert that the new song plus the phrase "Refloor Refloor" also infringed. ReFloor/Elias filed a counterclaim including a Michigan-law tortious-interference claim (Count IV, concerning the company's Facebook followers); the court granted Bourne Co.'s motion to dismiss that specific counterclaim count (without prejudice to refiling a proper version), finding it inadequately pled. This is a marketing/IP dispute with a plaintiff outside the flooring industry, not a claim by a customer or competitor about ReFloor's installation business. | Source |
Frequently Asked Questions
Is ReFloor a legitimate company?
Yes -- ReFloor is a real, operating flooring installation company with an A+ BBB rating and accreditation since 2020. It has 74 complaints in the last 3 years and a 4.55/5 average across 362 BBB reviews on its Michigan headquarters profile. No consumer-protection lawsuits, state AG actions, or advertising-practice rulings against the company were found in this research.
Is ReFloor's flooring really installed in one day?
This research could not independently verify the "installed in a day" claim's typical accuracy against real customer timelines -- no advertising-regulator (NAD) ruling on this specific claim was found either confirming or challenging it. BBB complaints reviewed do include some scheduling-delay disputes, so ask ReFloor directly and in writing what the one-day claim covers (installation labor only, or the full process including any needed subfloor prep) before you rely on it for planning purposes.
Who founded ReFloor?
ReFloor was founded by Brian Elias, who previously spent about three decades building the windows/siding company 1-800-Hansons (sold to a private-equity firm in 2017), together with his son Daniel Elias. Trade press dates the company's founding to 2020; ReFloor's BBB record separately lists a 2018 business-started date, a discrepancy this research could not resolve.