Diamond Certified Company Report

Armstrong Carpet & Linoleum Co.

Diamond Certified Company Report

Armstrong Carpet & Linoleum Co.

Diamond certified ratings dashboard
CUSTOMER SATISFACTION i
Customer LOYALTY i
Helpful Expertise i
Company Credentials i
  • Workers Compensation
  • Liability Insurance
  • License Verification
  • Business Practices
  • Current Complaint File
  • Legal & Finance
Phone SURVEY RESPONSES FROM 275 VERIFIED CUSTOMERS i

Jim L.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

1 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

They're very knowledgeable in their product presentation. They're up-to-date, and have good follow-through in terms of their service.

They were able to provide step-by-step support. They were really very good.

Michael H.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

2 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

I'd give them the highest rating in quality of both products and service.

I really like the selection of products that they provide, and the timeliness if the installation. From start to finish, everything was ideal.

Nick W.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

3 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

I thought they were knowledgeable and had good products.

I appreciated the advice they gave to me.

Read All 275 Survey Responses at Ratings View
Diamond certified VIDEO PROFILE
Diamond certified company PROFILE

Since 1946, Armstrong Carpet & Linoleum Co. has been providing and installing carpets; area rugs; and vinyl, laminate, linoleum, resilient tile, hardwood, bamboo, cork and specialty flooring for residential clients throughout the Bay Area. The family-owned and operated company’s San Francisco showroom carries products from several top manufacturers, including Marmoleum, Amtico, Mirage and Karastan, as well as a complete line of window treatments from Hunter Douglas.

President Steve Balestrieri is a native San Franciscan who’s been with Armstrong Carpet & Linoleum since 1974. Mr. Balestrieri says his company has flourished over the years because of its competitive pricing and dedication to superior craftsmanship and customer service. “As a small business, we’re able to offer a higher level of flexibility, and our customers have responded positively.”

Armstrong Carpet & Linoleum’s knowledgeable sales staff is trained to help customers with everything from product selection to custom designs and decorating, and its installation projects are handled by certified local craftsmen. “We have the capabilities to provide our clients with the right flooring products to fulfill their needs,” says Mr. Balestrieri. 

Read moreShow less
COMPANY REPORT NAVIGATION

Diamond Certified Companies are Rated Highest in Quality and Helpful Expertise.

  • Why this rating is the most accurate.
  • Our editors gather deep company info.
  • Performance is Guaranteed.

DIAMOND CERTIFIED RESEARCHED CAPABILITIES ON Armstrong Carpet & Linoleum Co.

COMPANY CONTACT
Service AREA

The San Francisco Bay Area
Mission District
Sunset
Bernal Heights
North Beach Russian Hill
Nob Hill

Get Directions
SERVICES PERFORMED

Floor & Window Coverings
Sales & Installation
Hardwood Refinishing

BRANDS Supported
  • Fabrica

  • Karastan

  • Mannington

  • Shaw

  • Armstrong

  • Masland

  • Hunter Douglas Window Fashions

  • Hunter Douglas

  • Amtico

  • Forbo

DIAMOND CERTIFIED RESEARCHED ARTICLES ON Armstrong Carpet & Linoleum Co.

Company Profile

Since 1946, Armstrong Carpet & Linoleum Co. has been providing and installing carpets; area rugs; and vinyl, laminate, linoleum, resilient tile, hardwood, bamboo, cork and specialty flooring for residential clients throughout the Bay Area. The family-owned and operated company’s San Francisco showroom carries products from several top manufacturers, including Marmoleum, Amtico, Mirage and Karastan, as well as a complete line of window treatments from Hunter Douglas.

President Steve Balestrieri is a native San Franciscan who’s been with Armstrong Carpet & Linoleum since 1974. Mr. Balestrieri says his company has flourished over the years because of its competitive pricing and dedication to superior craftsmanship and customer service. “As a small business, we’re able to offer a higher level of flexibility, and our customers have responded positively.”

Armstrong Carpet & Linoleum’s knowledgeable sales staff is trained to help customers with everything from product selection to custom designs and decorating, and its installation projects are handled by certified local craftsmen. “We have the capabilities to provide our clients with the right flooring products to fulfill their needs,” says Mr. Balestrieri. 

Read moreRead Less
Company Philosophy

"We truly care about our customers, and our goal is to ensure each one finds the perfect flooring to fit their lifestyle and budget. We believe a satisfied customer is a loyal customer, and our longevity is a testament to that conviction."

Read moreRead Less
Comparative Summary

Few carpet showrooms earn the prestigious Diamond Certified award, which means they’ve been independently rated Highest in Quality. Even fewer can also claim more than 60 years of industry experience, but that’s exactly the case for Armstrong Carpet & Linoleum Co. “We’ve spent the last six decades building a loyal customer base by remaining dedicated to providing quality work and exceptional customer service,” says owner Steve Balestrieri. “The quality of our work begins and ends with the standards we set for our installers. They understand the importance of exceeding customer expectations and upholding our long-standing reputation for excellence.”

Armstrong Carpet & Linoleum provides and installs all types of flooring for residential clients throughout the Bay Area. The family-owned and operated company houses an extensive selection of products at its San Francisco showroom, including carpet; laminate, hardwood, linoleum, ceramic and vinyl flooring; area rugs; and a complete line of window treatments. For the convenience of its clients, it also offers tips and resources for home design projects.

Unlike flooring showrooms that try to coerce their customers into buying expensive products regardless of their specific needs, Armstrong Carpet & Linoleum only recommends products that make financial and logistical sense for each customer’s flooring project. “We look out for our customers’ best interests,” confirms Mr. Balestrieri. “Our goal is to ensure they find the perfect flooring to fit their lifestyle and budget, even if that means we don’t make a sale.”

Another distinguishing feature of Armstrong Carpet & Linoleum is its comprehensive approach to quality control, which includes extending its warranties to ensure customers are satisfied with their flooring products several years after the initial installations. “We offer a standard two-year warranty, but if a customer calls about an issue with their four-year-old floor, we’ll be there the next day to inspect it,” explains Mr. Balestrieri. “Ultimately, we want to make sure our customers are happy with their flooring for many years.”

Read moreRead Less
Industry Info

Choose flooring that’s right for your specific living situation. There are numerous styles to choose from when it comes to flooring, each with its own distinctive pros, cons, maintenance needs and prices. Ultimately, the type of flooring you choose depends on your lifestyle, aesthetic preferences and budget requirements. Before making a final decision, consider the following information about some of the most common types of flooring:

Carpet
The easiest and most cost-effective type of floor covering to replace and upgrade, carpet is also popular because of its color option diversity and soft underfoot texture. Its main concerns are wear-and-tear and vulnerability to stains, but numerous manufacturers make products that are stain-resistant and don’t prematurely show wear. Regular vacuuming and annual deep cleaning are recommended. (Price: $2-$15 per square foot, installed.)

Laminate
Durable and affordable, laminate is known for its wide range of colors and designs. However, unlike most carpet, laminate is stain-resistant. The downside is it’s susceptible to scratches and can’t be refinished or sanded down. (Price: $3-$7 per square foot, installed.)

Wood
Long-lasting and wear-resistant, wood can provide a more rustic ambience than most flooring choices and, unlike laminate, can be refinished if scratched. Be wary of softer woods like pine, which may dent easily. Also be aware that wood flooring is prone to darken with age and may shrink or expand with the weather, creating gaps or warping. To remove scuffs and marks, lightly apply a soft, clean cloth sprayed with a manufacturer-recommended hardwood floor cleaner. ($6-$15 per square foot, installed.)

Vinyl
Less expensive than most flooring choices, vinyl is durable, comfortable and easy to clean. It is, however, difficult to repair, and less expensive grades are prone to discoloration. Consider buying in sheet form rather than tile form—unlike sheet form, tile form isn’t water-resistant. ($1-$7 per square foot, installed.)

Linoleum
More durable than vinyl, linoleum is made of natural raw materials and can be hand-cut for personalized artistic design and installation. Polish a linoleum floor periodically to restore its shine and protect against staining and scuffing. Reseal annually to ensure optimal performance. ($2-$9 per square foot, installed.)

The cost of a new floor consists of much more than just the price per square inch, so ask your retailer to calculate the cost of the project in its entirety. Some additional costs may include furniture renewal, demolition/disposal of old floor coverings, sub-floor preparation, product delivery, installation, extra materials required to complete the installation, interest rates and financing fees.

Read moreRead Less
Frequently Asked Questions

Q: Do you employ your own installers or do you use subcontractors?

A: Some installers are our employees and some are subcontractors. People are sometimes wary of working with subcontractors, but we set a very high standard for anyone who performs installations for us. Every subcontractor we work with has been carefully approved by our owner to ensure they’re able to perform high-quality work.

Q: How soon can you start my job?

A: We need a day or two to do the initial estimate, and then it typically takes between three and seven business days to receive the materials. We try to accommodate our customers’ schedules as much as possible—if you’re in a hurry, we can complete the installation in two or three days, depending on the availability of the materials.

Q: Do you sell flooring products in addition to installing them?

A: Yes, we sell a wide variety of flooring products at our San Francisco showroom for people who want to perform their own installations.

Q: When should I schedule a flooring installation in the scope of my remodeling project?

A: You shouldn’t schedule a flooring installation until all the painting, wallpapering and construction is complete. Flooring should be the last element of any remodeling project.

Q: What types of questions will your sales associates ask me when I visit your showroom?

A: In order to get a better idea about the right type of flooring for your specific situation, our sales associates will ask you a variety of questions, including: How is the room used? What’s the activity level of the room? Do you have indoor pets? What are the room’s lighting sources? What types of furnishings do you have? What’s the style of the room? Are you living with this new flooring or are you planning to sell your home? The more you’re willing to share the answers to these questions, the better your flooring selection will be.

Read moreRead Less

SELECTED PHOTOS FROM Armstrong Carpet & Linoleum Co.

View Comments
Shares

DIAMOND CERTIFIED EXPERT CONTRIBUTOR ADVICE & TIPS FROM Kevin McCaffrey

Expert CONTRIBUTOR PROFILE
  • Kevin McCaffrey is a 28-year veteran of the flooring industry and sales manager of Armstrong Carpet & Linoleum Co., a Diamond Certified company since 2008. He can be reached at (415) 754-3955 or by email.

Kevin McCaffrey: Public Relations

By James Florence, Diamond Certified Resource Reporter

SAN FRANCISCO — Years ago, Kevin McCaffrey was happily waiting tables at a San Francisco restaurant, so when one of his regular customers offered him a job, he politely refused. Little did he know, he was only delaying the inevitable. “While working as a waiter, I had a regular ask me to come work for his flooring business,” he remembers. “I told him I appreciated the offer but wasn’t interested. After about a year of persistence, he finally told me to name my salary. I said I’d think about it, and the next time he came in, I had a number ready. He told me to start the following week, and 26 years later, I’m still here.”

Today, as sales manager of Armstrong Carpet & Linoleum Co., Kevin says his favorite part of his job is working with customers. “I enjoy sales for the same reason I enjoyed waiting tables: I get the opportunity to interact with the public. Plus, in this line of work you get to see a finished product, which is really rewarding, especially when it’s in conjunction with the customer being happy.”

Originally from Belfast, Ireland, Kevin left his home country when he was 18 years old—a departure that was motivated by a turbulent sociopolitical climate. “In the late ’70s and early ’80s, things in Belfast were quite bad with the bombings and violence, so I wanted to get away from that,” he explains. After spending a year in Canada, Kevin moved to San Francisco, where he continues to reside today. “It’s the greatest city in the world; nothing really compares,” he says. “The food, the culture, the arts, the people…it’s just a wonderful place to be.”

Outside of work, Kevin spends his time enjoying all the city has to offer, especially when it comes to art and culture. “My husband, Guy, and I both love the theater,” he says. “We’re actually going to see the opening of a new opera this Saturday. We also love to travel—we take a trip to Europe every two years, and in between, we’ll often do short trips to Hawaii or Mexico.” Additionally, Kevin likes watching European sports like soccer and keeping up with his and Guy’s daughter, Ryan, who is attending college.

In his life and career, Kevin espouses the importance of being straightforward. “I think it all comes down to treating others the way I’d like to be treated,” he says. “I’m not a slick salesperson who tries to sell customers things they don’t need—in fact, I’d rather lose a sale than do something unethical, because I’m ultimately the one responsible for it. Instead, I tend to come from the perspective of, ‘Would I be willing to do this in my own house?’”

When asked the first thing he’d do if he were to retire tomorrow, Kevin says he’d head back to Europe for an extended stay. “Guy and I would love to have a second home in Portugal or France. He speaks Spanish and we both speak a little French, so that would be pretty convenient. Of course, we’d continue to keep a home here in San Francisco, just because it’s home to us.”

Ask Me Anything!

Q: What’s your favorite local restaurant?
A: Le P’tit Laurent in San Francisco.

Q: Have you ever read a book more than once?
A: “To Kill a Mockingbird” by Harper Lee. I read it every couple of years.

Q: If you had a theme song, what would it be?
A: “One” by U2.

Q: What’s your favorite theatrical production?
A: “A Chorus Line.”

Q: If someone was making a movie about your life, what actor would you choose to play you?
A: Michael Fassbender.

Read moreRead less
Expert articles
  • Differentiating Wood Flooring Products

    SAN FRANCISCO — A common question asked at flooring showrooms is whether it’s better to install a solid hardwood floor or an engineered hardwood floor. In answering this question, it’s helpful to examine the pros and cons of both options.

    Due to the moist, coastal climate of the Bay Area (particularly in San Francisco), an engineered wood floor is always a smart choice, as it’s much more stable than solid hardwood in terms of moisture resistance. Additionally, it offers many more options when it comes to both installation and aesthetics. On the installation side, an engineered wood floor can be floated, nailed, glued, stapled or installed over an acoustical pad. In terms of aesthetics, there’s a wide array of colors and textures available, so you can choose a product that best matches your home environment.

    When it comes to solid hardwood, one of the main advantages is its thicker wear surface, which allows it to be refinished multiple times and increases its longevity. However, the viability of a natural hardwood floor depends on what lies beneath. A wood subfloor provides a suitable foundation, but a concrete subfloor will invariably cause natural hardwood to warp over time. All in all, since it’s the more expensive and high-maintenance of the two options, solid hardwood flooring is more of a luxury item that should be reserved for homeowners who insist on having a natural product.

    Read moreRead less
Expert video tip
  • Video: Differentiating Wood Floor Products

    Complete Video Transcription:

    SAN FRANCISCO — Host, Sarah Rutan: If you’re planning to install a new wood floor, it’s crucial to understand the differences between natural and engineered products. Today we’re in San Francisco with Diamond Certified Expert Contributor Kevin McCaffrey of Armstrong Carpet & Linoleum Co. to learn more.

    Diamond Certified Expert Contributor, Kevin McCaffrey: One of the main questions I’m asked is should I install a solid hardwood floor or an engineered hardwood floor. Engineered is always the way to go, especially in our environment here in the Bay Area, especially on the coast here in San Francisco. It’s more stable when it comes to the moisture in the air. It also give you a lot more options when it comes to installation. You can float it, nail it, glue it, staple it, you can put it over an acoustical pad. Lot’s more options when it comes to an engineered hardwood floor.

    There are times when a hardwood floor is great as long as you’re above grade where you’re on a concrete that you can glue it down – you have no neighbors underneath because it’s quite noisy – or in your own home where you can staple it down to a wood subfloor. One advantage that solid hardwood floor does give you is it’s got a thicker wear surface. That’s the only real advantage. But, the advantage there comes with if gives you one more options or more times that you can refinish the floor. Two times most.

    Host, Sarah Rutan: To learn more from local top-rated companies, visit our Diamond Certified Expert Reports at experts.diamondcertified.org.

    Read moreRead less
Armstrong Carpet & Linoleum Co. WEBSITE AND EXTERNAL FEED
  • Armstrong Carpet & Linoleum Co. SOCIAL MEDIA FEEDS
Diamond Certified RATINGS ON Armstrong Carpet & Linoleum Co.
Diamond certified ratings dashboard
CUSTOMER SATISFACTION i
Customer LOYALTY i
Helpful Expertise i

Each surveyed customer was asked, “If you needed any helpful expertise, did this company provide that expertise?” To calculate this score, total “Yes” responses were divided by total responses (excluding those that stated they hadn’t needed any expertise).

Company Credentials i
  • Workers Compensation
  • Liability Insurance
  • License Verification
  • Business Practices
  • Current Complaint File
  • Legal & Finance
Phone SURVEY RESPONSES FROM 275 VERIFIED CUSTOMERS i
Armstrong Carpet & Linoleum Co. : Average 9.3 out of 10 based on 275 unique customer surveys of customer satisfaction.

Jim L.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

1 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

They're very knowledgeable in their product presentation. They're up-to-date, and have good follow-through in terms of their service.

They were able to provide step-by-step support. They were really very good.

Michael H.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

2 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

I'd give them the highest rating in quality of both products and service.

I really like the selection of products that they provide, and the timeliness if the installation. From start to finish, everything was ideal.

Nick W.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

3 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

I thought they were knowledgeable and had good products.

I appreciated the advice they gave to me.

Gary S.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

4 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were very professional, personable, and pleasant. The owner was very knowledgeable.

I believe they gave us an honest evaluation, and they met the timeline.

Michele F.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

5 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

Our salesperson was excellent. He listened to what we had to say, and we never felt like he was trying to sell us something that we didn't want or need.

They were very professional.

Lynn C.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

6 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were very thorough, professional, and I would recommend them.

I would say their professionalism really stood out for me. They were knowledgeable and professional in every department we dealt with.

Melissa W.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

7 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

Armstrong was more expensive, but it was worth it, because the quality and customer service was top-notch.

I liked the fact that I dealt with the owner directly. He answered all of my questions, and he was easy to deal with.

Kim M.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

8 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were very helpful, personable, and I was very satisfied.

I would say the personal interaction with the person who assisted me

Gerald W.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

9 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

I would say they are reliable.

They are a distributor for Marmoleum, and that's hard to find.

Jacynth R.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

10 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were very knowledgeable, helpful, friendly, and on time.

They were very personable.

Nancy W.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

11 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

I had a very good experience, and I would recommend them.

They were very helpful and knowledgeable.

Janice M.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

12 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

The quality of the carpeting was high, and the installer and salesperson were excellent.

The salesperson was really excellent.

Irene C.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

13 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

I would say to go there. I went to other companies, but they just didn't have the knowledge. Armstrong was very knowledgeable, and they answered all of my questions.

They were very informative and explained everything to me.

Ella N.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

14 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

I was very satisfied with the job that they did. They were very capable, and I would recommend them.

My overall satisfaction

John M.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

15 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

Their personalized service was great. They didn't just say for us to figure it out. They offered a lot of suggestions.

I would say the personalized service, we had some things that had to be adjusted, and they did a great job for us.

Warren T.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

16 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were very knowledgeable about their business and very reasonable.

We chose them because they were a local business, and we dealt directly with the owners.

Jim B.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

17 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were friendly, informative, and the staff interaction was great.

I would say the interaction with the staff, they were very informative and responsive.

Tom F.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

18 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were very professional, patient, and reassuring. They gave me many options to consider, and I didn't feel pressured.

My salesperson was Liam, and he listened to everything I had to say wihtout rushing me. He really listened to what I had to say, and he didn't pressure me. He really wanted to get things right.

Kathleen B.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

19 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

The customer service was great. They were very nice, and they did a great job.

The owner was very responsive.

JoAnn K.

VERIFIED Armstrong Carpet & Linoleum Co. CUSTOMER

20 of 275

Quality 10
10 10
Loyalty Yes
CRITIQUE

You could probably find the product cheaper, but you won't feel as confident about the quality and the sincerity of the staff.

It was just a very pleasant experience. There was a slight delay, but they always kept me informed.

Read All 275 Survey Responses at Ratings View