Starting a revolution in the business world takes a special mix of passion, dedication, and outside-the-box thinking. Rotem Eylor, Founder and CEO of Republic Floor, has all of those things. And he is leveraging them to bring a revolution to the flooring industry.
Rotem’s story reads like a Hollywood film script. Born and raised in a small desert city in Israel, he served as the commander of a special tactical unit in the Israeli military. After leaving military service, he spent several years honing his business skills as an executive in the international diamond industry.
While some might not see “flooring manufacturer and executive” as a logical next step for an ex-military diamond dealer, Rotem believes his diverse background perfectly positions him to be a disruptor in the flooring industry. And knowing how his background helped him find success, he decided to employ others who had little to no experience in the flooring world, allowing them to create out-of-the-box solutions to problems.
“Diversity allows us to have a wide and unique range of outlooks not only of our industry but business as a whole,” says Rotem. “As a young and quickly growing flooring company with fresh and cutting edge ideas and patented designs, we can find creative and unique solutions in an ever-changing and volatile industry. That sets us apart from traditional flooring manufacturers.”
Among the innovations that Republic has brought to the flooring industry are new and innovative standards in health, safety, and sustainability.
“Sustainability is one of Republic’s most important pillars,” explains Rotem. “As world-renowned manufacturers, we took it upon ourselves to lead the green revolution of the international flooring community. We maintain the highest green standards, much higher than the European clean green standards, which are the strictest green standards in the world. As a result, our current and future consumers enjoy a visually enchanting product of the highest quality, with a great price point and a sustainability guarantee.”
By removing the wood content from WPC flooring, Republic makes for a more environmentally friendly product called Pure SPC. Republic Floor’s Stone Polymer Composite, Pure SPC, flooring is made by combining a robust stone composite to forge the most potent, most stable, and sustainable flooring product possible and the best waterproof flooring material.
“A floor surface with the luxurious look and texture of natural wood and the strength of the solid stone is our Pure SPC line in a nutshell. Our manufacturing technologies and rigorous QC procedures and standards ensure a product that will last a lifetime, accompanied with a prolonged warranty guarantee,” says Rotem.
The majority of companies that focus on sustainability tend to forget about aesthetics. That is not true at Republic, which manufactures a wide range of stylish and robust waterproof laminate and SPC flooring. Eylor plays an active role in choosing the designs the company will go with, placing quality and unique designs at the forefront of Republic.
The team curates high-definition designs where they add a top layer of high-quality vinyl that can withstand the most advanced embossing and etching techniques. The third layer of super-durable high-quality balancing paper is added underneath to ensure moisture protection from below.
As the first flooring company to go global, Republic currently has 12 locations in major markets worldwide, with Israel being the latest addition to the roster, opening its doors on April 1st, 2022. With expansions in Arizona, Florida, and Germany all set for later this year, Republic has set course to bring its flooring revolution to every corner of the world.
In addition, Republic’s unique “everything in-house” model allows it to control its supply chain, ensuring customers get what they need when they need it. Every aspect of Republic’s business is done in-house, from transportation and manufacturing to design and selection processes. Because Republic Floor handles its deliveries, next-day delivery is guaranteed in most markets where it operates.
“We are the only company in the flooring industry to have complete control over our products and their availability and the overall customer experience, which positions us as a truly cutting edge player in the market,” Rotem explains. “We own our manufacturing plants, possess one of the largest truck fleets in the world (with sea and air capabilities in the works), and most importantly – guarantee timely and accurate delivery, with the majority of the U.S receiving next-day deliveries. These are our reps in the field, our drivers in our trucks, delivering products we manufactured, QC’d, and packaged in our plant. And it is all covered by our amazing customer service teams. We are on a mission to tirelessly strive for perfection and pioneer a true revolution in our industry.”
