Relative Floors + Walls reinvents itself with a new identity and e-commerce, blending tradition and innovation.

A new vision, rooted in time and material.

There comes a moment in a company’s evolution when growth is no longer just about expansion, but redefinition. That’s exactly what Relative Floors + Walls has undertaken: a complete transformation of its brand identity, digital experience, and customer approach, all anchored in authenticity and material consciousness.

More than a rebranding, this is a systemic reinvention: an organic design ecosystem where aesthetics, function, and human connection converge.

At the center of it all is an evolved brand DNA: not an erasure of the past, but a thoughtful reinterpretation. “Relative is echo,” reads the new brand manifesto: an echo of simplicity, material honesty, and timeless design.

Rooted in Toronto and serving the GTA and design communities across Canada and the United States, Relative remains loyal to its material core: the natural warmth of European wood and the refined durability of handmade Italian ceramic. This isn’t about manipulating the material, but about listening to it: interpreting and elevating it.

Every collection is designed to engage with space intentionally: transforming interiors through sustainable surfaces, architectural texture, and meticulous detailing.

Rebranding as urban design.

The new name, Relative Floors + Walls, is unambiguous: it clearly defines the company’s scope. Like an urban map, every element of the visual identity has a defined role: the logo is the central landmark, the colour palette structures the visual path, and the tone of voice guides the interaction.

Nothing is random: everything is designed to orient with clarity, while maintaining the flexibility that’s built into the system.

So, every element—visual, textual, material—becomes part of a coherent ecosystem. The transformation is not cosmetic, but systemic.

For Greenberg, “birth is the ultimate transformation, death is revolution.” And innovation? “Living is innovation.” A radical yet deeply human vision, reflected in every company choice: “We’re not chasing uniqueness. We value honesty. Our core values are humour, kindness, and humanity.” says CEO Tyler Greenberg.

“Every chapter is relative to the one before it, and sometimes you have to turn the page to keep the story going,” says CEO Tyler Greenberg.

The digital space as a new agora.

The turning point was the launch of the new e-commerce platform: a digital public space where architects and private clients can explore, design, and shop with autonomy, without sacrificing the quality of a personalized service.

“We brought the same care online that we’ve always had in our showrooms: same design, but with more access, more autonomy, more closeness,”explains Naveen Pathak, the Digital Architect at Relative.

“Relative has always been a brand that blends experience with a values-driven vision. Launching e-commerce was the natural step: making it easier to access what architects, designers, and homeowners already love,” explains Naveen Pathak, Marketing Director.

It's not just a digital catalog. The platform integrates storytelling, technical consulting, and visualization tools.

Each collection is presented with styled photography, downloadable technical sheets, and immersive simulations.  A platform built to serve the design community better than ever before.

This new chapter opens up new opportunities: an expanded presence across North America, new collections of handmade Italian tiles, and the signature European wood flooring that helped build the brand’s identity.

This upgrade makes premium European surfaces more accessible than ever—whether you're renovating a modern home in the GTA, outfitting a commercial space in downtown Toronto, or working on a custom build in Vancouver or Montreal.

A selective, not dispersive, offering.

The product strategy is equally clear: quality over quantity. Alongside the historic European wood collections, new lines of handcrafted Italian tiles are now introduced.

Each line is designed to integrate seamlessly into its surroundings: not to dominate the space, but to breathe, reflect light, and build atmosphere.

In this sense, the idea of the “skin of architecture” becomes key: surfaces are not just coverings, but active layers that connect the space with its users. 

Like human skin, they protect, communicate, and transmit sensation: intelligent, sensitive elements capable of shaping the way we perceive and inhabit a space.

Business culture as a relational structure.

Relative’s new DNA is also a declaration of intent. "Relative is collaboration" is not a slogan, but a daily practice.

The company works side by side with leading international studios - SHoP, DS+R, Foster + Partners, and BIG - on global projects where each collection is born from an exchange, a shared trust, a creative dialogue.

This collective spirit is also reflected internally. The technical team and contract division bring together over a century of combined experience.

Craftspeople, engineers, and designers work as one to create surfaces that are intelligent, sustainable, and built to last.

“Our most valuable material? People,” reads the Relative manifesto.

A continuous transformation.

Relative doesn’t see itself as just a supplier, but as a project partner.

Every floor and every wall is conceived as a response to a specific vision, shaped by listening and collaboration. Whether it’s a private home or a public building, the approach is always tailored. It’s not about selling a product: it’s about creating an environment.

Each collection, each interaction is an opportunity to reimagine, adapt, and evolve.

Ornament is not the goal: Relative seeks an essential beauty, born from material and relationship.

“Relative, never the same,” means “seeking imperfection not the plasticity of industrial reproduction.”explains CEO Tyler Greenberg.

An organic Ecosystem.

With this transformation, Relative Floors + Walls becomes more than a surface company. It’s an inhabitable system: designed for design thinkers. From branding to logistics, every element plays a part in creating environments that are grounded, flexible, and forward-looking.

In an industry that often confuses novelty with meaning, Relative builds on consistency, clarity, and collaboration: the true foundations of design trust.

Relative. Never the same.