The TrueTouch Story
It started with a handshake, a barstool, and 50+ years of combined experience.
From Industry Veterans to Brand Founders
Before the creation of TrueTouch, Josh and Stephen were two well-known sales pros in the flooring industry—guys who knew everyone, sold everything, and had seen it all. One day, Josh’s former boss told him to meet with Stephen and sell him some product. They met at a bar in the Florida Keys, ordered a beer, and within seven minutes, decided to start a company together.
No pitch decks. No boardrooms. Just two seasoned pros ready to bet on themselves.
The Turning Point
In the beginning, TrueTouch was a private-labelled product line in our distribution business, and it sat alongside many other brands and products. But then we liked it so much, we decided to create a brand, change our business model, and name our company after it.
From that moment on, we weren’t just selling flooring. We were building something bigger.
Built Through Setbacks
Like any good story, ours isn’t without its challenges. We’ve cut ties with factories that didn’t meet our standards. We’ve weathered tariffs, delays, and tough customer calls. But every setback pushed us to find new solutions—and made us more resilient.
We’ve never had the luxury of standing still. We’re product-first, sales-driven, and always moving. That’s what it takes to stay in this game—and win it.
Why We Keep Going
We started TrueTouch because we wanted to own our success. We’d spent decades making other people’s dreams come true. We were ready to turn in our sport coats and loafers for polos and flip flops. It was time to take control of our future and build something on our own terms.
What drives us now? Innovation. Growth. The dream of becoming the first true consumer brand in flooring. We want customers to ask for TrueTouch by name—not because they saw it in a catalog, but because they trust it, love it, and want to live on it.
And we’re not stopping anytime soon.