The Floor Store Comparative Summary

The Floor Store is a full-service flooring product provider that serves residential and commercial clients throughout the Bay Area. The company, which has six Northern California locations, sells and installs a wide range of traditional flooring choices, including carpeting and area rugs; hardwood, laminate and vinyl flooring; tile; and marble and granite.

According to Vice President Bret Lowder, The Floor Store also carries “one-of-a-kind, exotic and rare” imported wood and tile products that aren’t typically seen on the U.S. market. “Some are purchased from small quarries that big-box retailers can’t afford to do business with due to economies of scale.”

Mr. Lowder says The Floor Store prides itself on offering a level of customer service that its larger competitors can’t match, despite their heavy advertising. The company greets its customers with design and color specialists who can assemble entire interior packages that include flooring, paint recommendations and window treatment ideas. Shop-at-home programs are also available. The Floor Store’s Dublin showroom is divided into room-size segments, some as large as 20 by 20 feet. Instead of small swatches, customers can view full-size representations of hardwood, tile, carpet and stone. The company also provides custom “concept boards” that facilitate the design process.