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 902 VERIFIED CUSTOMERS i

Mr. K.

VERIFIED The Floor Store CUSTOMER

1 of 902

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 902

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 902

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 902 Survey Responses at Ratings View
Diamond certified VIDEO PROFILE
Diamond certified company PROFILE

Larry Flick is president of The Floor Store.

The Floor Store’s eight 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 hard-to-find 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, San Rafael and Sunnyvale locations are part of Daltile’s Statements Program, which offers preferred pricing. The company has held the prestigious title of Mohawk Floorscapes Dealer for 18 years, and it was named Mohawk’s Retailer of the Year in 2012 and 2018.

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DIAMOND CERTIFIED RESEARCHED CAPABILITIES ON The Floor Store

Locations

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
Countertops

BRANDS Supported
  • Armstrong

  • Karastan

  • Mohawk

  • Shaw

DIAMOND CERTIFIED RESEARCHED ARTICLES ON The Floor Store

The Floor Store’s Dublin showroom displays numerous flooring products.

Company Profile

The Floor Store’s eight 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 hard-to-find 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, San Rafael and Sunnyvale locations are part of Daltile’s Statements Program, which offers preferred pricing. The company has held the prestigious title of Mohawk Floorscapes Dealer for 18 years, and it was named Mohawk’s Retailer of the Year in 2012 and 2018.

Read moreRead Less
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 and area rugs; hardwood, laminate and vinyl flooring; tile; and marble and granite.

According to General Manager Cambria Hance, 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.”

Ms. Hance 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 Cambria Hance, general manager of The Floor Store. “That allows you to control the overall experience and quality of the job.”

Ms. Hance 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,” she 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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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 902 VERIFIED CUSTOMERS i
The Floor Store : Average 8.8 out of 10 based on 902 unique customer surveys of customer satisfaction.

Mr. K.

VERIFIED The Floor Store CUSTOMER

1 of 902

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 902

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 902

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.

Ray C.

VERIFIED The Floor Store CUSTOMER

4 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

They do a good job.

They do a good job.

Aiden L.

VERIFIED The Floor Store CUSTOMER

5 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

They do a good job.

They have a good, knowledgeable staff.

Kelly L.

VERIFIED The Floor Store CUSTOMER

6 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

They have a great selection and good service.

It all went smoothly.

Donna H.

VERIFIED The Floor Store CUSTOMER

7 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

The gentleman that helped me was very good.

The product, it was a vinyl floor.

Valerie M.

VERIFIED The Floor Store CUSTOMER

8 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

I walked in with questions that were answered. They were very helpful, and they went the extra mile to help me.

The different things they had and how I can shop for more than one thing at once.

Kira H.

VERIFIED The Floor Store CUSTOMER

9 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

It's a good showroom and friendly service.

I don't have a best thing.

Pete H.

VERIFIED The Floor Store CUSTOMER

10 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

Good selection and reasonable pricing

Alex, the guy who helped me

Brenda B.

VERIFIED The Floor Store CUSTOMER

11 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

Love

Gary who was our service agent

Jacqueline B.

VERIFIED The Floor Store CUSTOMER

12 of 902

Quality 10
10 10
Loyalty No
CRITIQUE

They were thorough, good, and informational.

They were there when they said, they did what they said they would do, and they had a lot of input on what we should do.

Lynn C.

VERIFIED The Floor Store CUSTOMER

13 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

Very reliable and very friendly, they performed on time and on budget.

They are a very nice group of people to work with.

Michelle D.

VERIFIED The Floor Store CUSTOMER

14 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

I was very satisfied with them.

Their customer service

Janice R.

VERIFIED The Floor Store CUSTOMER

15 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

Wait for the sales and check with the manager on the pricing.

The selection

Mary M.

VERIFIED The Floor Store CUSTOMER

16 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

You get good service. It doesn't take a long time between ordering and getting the floor laid down. They are always smiling and happy.

They are neat and have an inviting appearance. You can get what you want pretty quickly.

Jessica N.

VERIFIED The Floor Store CUSTOMER

17 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

The sales person I worked with was great and accommodating. It was an easy process.

Nothing in particular

Andrea C.

VERIFIED The Floor Store CUSTOMER

18 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

It's a great store.

Everyone was very helpful and everything was to my expectations.

Jerry A.

VERIFIED The Floor Store CUSTOMER

19 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

Friendly customer service and they knew what to do to get me the flooring that I wanted.

Their communication was good.

Thomas K.

VERIFIED The Floor Store CUSTOMER

20 of 902

Quality 10
10 10
Loyalty Yes
CRITIQUE

It's a great store with a wide selection of materials, so they can solve most problems.

It's convenient.

Read All 902 Survey Responses at Ratings View