Diamond Certified Company Report

The Floor Store

Diamond Certified Company Report

The Floor Store

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 802 VERIFIED CUSTOMERS i

Mr. K.

VERIFIED The Floor Store CUSTOMER

1 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were thorough in their explanation, answered my questions, were professional, and accurate. I was happy with them.

The lady who helped me was very knowledgeable and professional. They were perfect.

G.C.

VERIFIED The Floor Store CUSTOMER

2 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

Their customer service is great. They stand by their product. They follow up afterwards, and if anything else is needed or if a client isn't satisfied, they make sure they follow up and fix it.

They're simple. They don't have a huge showroom in the store, but it makes it easier for clients to go in and see what they need, without being overwhelmed with options. They have enough to satisfy anybody and can order what's not available in the store.

Laura T.

VERIFIED The Floor Store CUSTOMER

3 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

Everybody was very nice. The installers did a good job and were very detailed. I have a lot of very detailed wood work. The door frame wood work is very ornate, so they had to cut and make sure it fit against the wood frame. This was an intricate job. They made the floor fit beautifully and matched every thing up well.

They worked diligently. Everybody was very nice, professional, and polite. My floor is beautiful.

Read All 802 Survey Responses at Ratings View
Diamond certified VIDEO PROFILE
Diamond certified company PROFILE

Larry Flick, President

The Floor Store’s seven locations around the Bay Area offer a comprehensive selection of flooring, from name-brand designer carpet (specializing in 100% New Zealand wool), vinyl and laminates to exotic hardwoods, tile and natural stone. The company carries every major manufacturer’s products, but it also goes beyond the traditional retailer’s role by directly importing tile, stone and hardtofind exotic hardwood.

President Larry Flick began his career in the flooring industry when he was a teenager. After running wholesale and manufacturing businesses in Georgia, he moved to the West Coast and shifted his focus to retail, establishing The Floor Store in 1983 with a single location in Richmond. The Floor Store has since become one of the largest independent flooring retailers in the Bay Area.

The Floor Store’s San Carlos and San Rafael locations are part of Daltile’s Statements Program, which offers preferred pricing. The company has held the prestigious title of Mohawk Floorscapes Dealer for 16 years, and it was named Mohawk’s Retailer of the Year in 2012. 

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DIAMOND CERTIFIED RESEARCHED CAPABILITIES ON The Floor Store

Service AREA

The Bay Area

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SERVICES PERFORMED

Carpeting and Custom Area Rugs
Tile and Natural Stone
Solid and Engineered Hardwood
Vinyl and Laminate Flooring
Sand and Finished Hardwood
Granite and Travertine Fabrication

BRANDS Supported
  • Karastan

  • Mohawk

  • Shaw

  • Armstrong

  • Mohawk Laminate Flooring

DIAMOND CERTIFIED RESEARCHED ARTICLES ON The Floor Store

Company Profile

The Floor Store’s seven locations around the Bay Area offer a comprehensive selection of flooring, from name-brand designer carpet (specializing in 100% New Zealand wool), vinyl and laminates to exotic hardwoods, tile and natural stone. The company carries every major manufacturer’s products, but it also goes beyond the traditional retailer’s role by directly importing tile, stone and hardtofind exotic hardwood.

President Larry Flick began his career in the flooring industry when he was a teenager. After running wholesale and manufacturing businesses in Georgia, he moved to the West Coast and shifted his focus to retail, establishing The Floor Store in 1983 with a single location in Richmond. The Floor Store has since become one of the largest independent flooring retailers in the Bay Area.

The Floor Store’s San Carlos and San Rafael locations are part of Daltile’s Statements Program, which offers preferred pricing. The company has held the prestigious title of Mohawk Floorscapes Dealer for 16 years, and it was named Mohawk’s Retailer of the Year in 2012. 

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Company Philosophy

"Customer satisfaction is our top priority. Of course this means providing excellent service and competitive prices, but it also means providing continuous training for all our employees, including our salespeople and installers. A customer is truly satisfied when they feel they've made the right decision for their home, and that takes expertise, which we have. That's why we call ourselves ‘Your Bay Area Flooring Authority.'"

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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; area rugs; and hardwood, laminate and vinyl flooring.

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.

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Industry Info

Choose a flooring company that supplies its own labor, because it’ll be accountable for your project’s outcome. “Find a shop that has in-house installers,” says Bret Lowder, vice president of The Floor Store. “That allows you to control the overall experience and quality of the job.”

Mr. Lowder suggests choosing a local flooring company with a proven track record. Consider how long it’s been in business, its standing in the community and whether it has a local showroom where you can view products before you purchase them. “You don’t want to do business with a company that doesn’t have ‘brick and mortar’ in the community,” he says. “There are a lot of small operations that are just dabbling in the industry. They’re not truly committed.”

If you’re thinking of installing or upgrading flooring in your home, consider these popular options:

Hardwood: There’s a wide variety of woods and grains to choose from, such as oak, pine, maple, cherry and bamboo. Once you choose a wood, it can be stained any color, from a light natural hue to a deep, rich mahogany. A well-maintained hardwood floor can literally last a lifetime.

Laminate: Laminate flooring is designed to look like real wood, but it costs less and is easier to install and maintain. Some laminates are glued down, while others simply click together to create a “floating” floor.

Vinyl: Vinyl floor covering either comes in one large sheet or individual tiles. Sheets require special adhesive and will often produce at least one seam. Tiles typically offer easy, peel-and-stick installation.

Ceramic and stone: There’s an endless variety of ceramic and stone floor coverings available, but they’re difficult and time-consuming to install. They require a proper sub-floor and must be affixed with mortar. A ceramic or stone floor should be installed by an expert.

Carpeting: Wall-to-wall carpeting almost always has some kind of padding underneath it. Get the best quality padding you can afford; it’ll contribute more to the life of the carpet than the carpet itself.

Concrete: Concrete is a newer material for residential flooring that gives an industrial look to your décor. It’s ideal for areas that receive hard wear and can be painted or stained to improve its appearance. Concrete can even be permanently colored.

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Frequently Asked Questions

Q: How quickly can you install flooring?

A: Fast installation time is one of our strengths. All the products we offer are in stock, and we carry quite a bit of hardwood, tile, carpet and stone that’s usually available for next-day installation.

Q: What’s the difference between hardwood and laminates?

A: Hardwood is a 100 percent natural product, so it has quite a bit of value. Natural hardwood and stones accrue directly to the bottom-line appraisal value of your home. If you want simple maintenance, laminate is easier to care for and is more dent- and scratch-resistant, but you’ll sacrifice natural beauty.

Q: Do you have any Green flooring options?

A: Absolutely. Green flooring is any flooring that’s sustainable, eco-friendly, contains recycled content and is recyclable, leaves a small carbon footprint, or has low VOCs (volatile organic compounds). We stock every major manufacturer and style of Green flooring, including bamboo and cork. We also offer free, personalized, in-home Green flooring design appointments.

Q: I have a flooring project in mind. Is there anything I should bring to my design consultation?

A: Bring the room dimensions, fabric swatches, paint samples and all your ideas. Our design consultants will help you choose the right flooring for your lifestyle and budget.

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SELECTED PHOTOS FROM The Floor Store

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COMPANY WEBSITE
www.floorstores.com
Diamond Certified RATINGS ON The Floor Store
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 802 VERIFIED CUSTOMERS i
The Floor Store : Average 8.8 out of 10 based on 802 unique customer surveys of customer satisfaction.

Mr. K.

VERIFIED The Floor Store CUSTOMER

1 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were thorough in their explanation, answered my questions, were professional, and accurate. I was happy with them.

The lady who helped me was very knowledgeable and professional. They were perfect.

G.C.

VERIFIED The Floor Store CUSTOMER

2 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

Their customer service is great. They stand by their product. They follow up afterwards, and if anything else is needed or if a client isn't satisfied, they make sure they follow up and fix it.

They're simple. They don't have a huge showroom in the store, but it makes it easier for clients to go in and see what they need, without being overwhelmed with options. They have enough to satisfy anybody and can order what's not available in the store.

Laura T.

VERIFIED The Floor Store CUSTOMER

3 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

Everybody was very nice. The installers did a good job and were very detailed. I have a lot of very detailed wood work. The door frame wood work is very ornate, so they had to cut and make sure it fit against the wood frame. This was an intricate job. They made the floor fit beautifully and matched every thing up well.

They worked diligently. Everybody was very nice, professional, and polite. My floor is beautiful.

Maria C.

VERIFIED The Floor Store CUSTOMER

4 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They have many products to choose from.

They had a good selection. Also, the woman who was my salesperson was very knowledgeable.

Frank D.

VERIFIED The Floor Store CUSTOMER

5 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

That they helped us in making a selection

The individual help received

Mary F.

VERIFIED The Floor Store CUSTOMER

6 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They had everything and answered all of my questions.

They were at my fingertips, they came out on time, listened to my directions, and were very nice.

Linda C.

VERIFIED The Floor Store CUSTOMER

7 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They have good products, great quality service, and they are easy to work with.

They are easy to work with.

Tom B.

VERIFIED The Floor Store CUSTOMER

8 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are very professional and have good selections. They do what they say.

I can rely on them. I have been going to them 10-15 times a year for 10 years.

Dominic C.

VERIFIED The Floor Store CUSTOMER

9 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They had a very eclectic selection. I didn

The person who helped me, Tarik, was so knowledgeable. He really knew what he was doing.

Mr. A.

VERIFIED The Floor Store CUSTOMER

10 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

I have been very happy with The Floor Store.

The service and the quality of the product, I am happy.

Kent K.

VERIFIED The Floor Store CUSTOMER

11 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are very helpful, the manager, Cambria goes above and beyond. When I needed to change the flooring halfway through the job, she was happy to accommodate and did a lot. The sales associate, Davey, was a good guy too. He helped me pick out all of the wood the second time.

How helpful and easy to work with they are, they did what they promised.

Mr. W.

VERIFIED The Floor Store CUSTOMER

12 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

I was happy with the whole experience from the person in the showroom to the person who did the installation. I thought they were very professional, knowledgeable, and did a great job. They did it on time. We were very happy.

I liked their showroom. There is a lot to see and that helps you make a decision. Going in there, the person we worked with seemed very knowledgeable. She stopped by our house to help us match up our flooring with flooring we already had. It was a smooth service. The installer was great. The fact that the person we worked with seemed to know what she was talking about was foremost. It went very well, and I am fairly picky.

Mr. M.

VERIFIED The Floor Store CUSTOMER

13 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

I have told friends that they should go there, because they provide good service and have knowledge about all different types of flooring, not just carpet.

They were responsive to any calls or questions that I had. The salesperson we worked with was very helpful.

H.M.G.I.

VERIFIED The Floor Store CUSTOMER

14 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They're reasonable, very competitive in their prices, and they bend over backwards to accommodate your schedule.

I like their flexibility.

R.O.R.

VERIFIED The Floor Store CUSTOMER

15 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

I had a really great experience with their measurer, Lorna. She's really fantastic. She did a great job. Also, the salesperson, Danny, he was fantastic. He helped me with what would and would not work, and what was an economical choice. They did a really good job with servicing, as well as giving me any information that I needed and making everything work.

The people are the best. You can get the material at a lot of different places, but the people at The Floor Store in Richmond are great.

Derick L.

VERIFIED The Floor Store CUSTOMER

16 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

I call on Brian quite frequently. I can always rely on him to find something that is just perfect and right within my budget. With regard to price, I can always find something that is a great value and is much better than the price I end up paying.

I love my representative, Brian. He is always available, always returns phone calls, and he is great with communication. He's fantastic. I love the value. There is a real breadth in product. They really run the entire gauntlet from a super-bargain to high-end. They're not putting junk carpets in homes. I love that they have a broad range of product. I like the fact that they're local. I think I've met the owner once, but he was a real class act. He takes care of his employees. People stay there forever and ever. Whenever I go there, I never have to reintroduce myself. I get what I need with a great price. It's a big deal to me that the owner takes good care of his employees. I've been very happy. I would tell them to keep up the good work. I really appreciate what they do. I love being able to go there. It really is my go-to floor place, and I am very grateful. They've never let me down.

Ed F.

VERIFIED The Floor Store CUSTOMER

17 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are a good place to go for your flooring needs. We were very happy.

We liked the overall service.

Sandra B.

VERIFIED The Floor Store CUSTOMER

18 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They're awesome. They have good customer service.

The woman I worked with, it was either Natalie or Nicole, was great. She took care of everything. She emailed me the information I needed. I needed an extra piece, and she took care of that. I like that they make their customer service a priority. It was very refreshing. They were very helpful. All I had to do was walk in and point. They have a huge selection and excellent customer service.

Jim B.

VERIFIED The Floor Store CUSTOMER

19 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are trustworthy.

I've been using them for years. I am pretty happy with them. I like the salesman, Danny. They have good service. I am satisfied with them.

Catherine F.

VERIFIED The Floor Store CUSTOMER

20 of 802

Quality 10
10 10
Loyalty Yes
CRITIQUE

The gentleman who helped me was extremely knowledgeable and a very nice guy. I would love it if the man who helped me got credit for being a good salesman. I cannot remember his name.

The salesman was very knowledgeable about the different types of products.

Read All 802 Survey Responses at Ratings View