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About Us

If it goes on your floor, it's in our store.

The Floor Store’s founder and president Larry Flick comes from a family with a long and venerable history in the flooring business.

He is the third of four kids who grew up in and around Dalton, Georgia, the heart of carpet country. His father, Robert Flick, owned RJ Flick Associates for more than 50 years. Throughout the textile industry, his name is never mentioned without admiration – and often something more like awe.

The doors of the first Floor Store location opened in Richmond in April of 1986, and for the first few years, Larry and his young wife Kelly managed the business virtually alone. Though there were many who doubted they would last thirty days, much less thirty years, those very same doors are still open today, and their son Dakota – now close to the age they were when they started – has joined the business. In the three decades since that first opening, The Floor Store has grown to nine locations, blanketing the Greater Bay Area from Santa Rosa to San Jose.

An important element in The Floor Store’s growth has been partnerships with major manufacturers such as Mohawk, Armstrong, and Shaw, among others. These relationships provide The Floor Store access to products, prices, and financing programs other retailers can’t offer. These are obvious competitive advantages, but they are not handed out lightly – they must be earned.

For example, The Floor Store has been a Mohawk Floorscapes dealer since 1995, a title held by only nine retailers in Northern California. They are one of the largest authorized Karastan dealers in the entire USA. They have been Armstrong’s Retailer of the Year twice in the last five years, and have been named Mohawk’s Retailer of the Year, not once or twice, but sixteen times in the last twenty years. Add to this their Diamond Certification customer satisfaction score of 97 out of a possible 100, and It seems they have been doing something right since 1986.

Larry says, “It’s the feeling that it’s more than just a job, that you belong to something. It means that every employee cares about the stores doing well – not just financially, but in the way we’re seen by customers and the community.”

“Of course we’re in business to make a profit. But you want to be known as caring and trustworthy as well, and that has to be earned. It’s a great feeling for me to know that all our people, from the warehouse to the front desk, earn it every day.”

“Customer satisfaction is our top priority. This means service, selection, and competitive prices, of course, but it also means continuous training for all our people – sales, installers, everyone. Because a customer is truly satisfied when they feel they have made the right decision for their home, and that takes expertise. Our people have it.”

That’s why we call ourselves ‘Your Bay Area Flooring Authority.’

Armstrong-American-Scraped-Hickory | The Floor Store
(510) 296-6967