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 1016 VERIFIED CUSTOMERS i

Mr. K.

VERIFIED The Floor Store CUSTOMER

1 of 1016

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 1016

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 1016

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 1016 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 nine locations around the Bay Area offer a comprehensive selection of flooring, from name-brand designer carpet (specializing in 100% New Zealand wool), luxury vinyl flooring 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, luxury vinyl plank 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 20 years, and it was named Mohawk’s Retailer of the Year in 2012 and 2018.

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COMPANY REPORT NAVIGATION

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DIAMOND CERTIFIED RESEARCHED CAPABILITIES ON The Floor Store

Locations

The Bay Area

Get Directions
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 nine locations around the Bay Area offer a comprehensive selection of flooring, from name-brand designer carpet (specializing in 100% New Zealand wool), luxury vinyl flooring 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, luxury vinyl plank 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 20 years, and it was named Mohawk’s Retailer of the Year in 2012 and 2018.

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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 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 EXPERT CONTRIBUTOR ADVICE & TIPS FROM Cambria Hance

Expert CONTRIBUTOR PROFILE
  • Cambria Hance is general manager of The Floor Store, a Diamond Certified company. She can be reached at (925) 679-5988 or by email.

Cambria Hance: Flooring Fanatic

By James Florence, Diamond Certified Resource Reporter

RICHMOND — Cambria Hance developed a passion for the flooring industry as a young woman, thanks to an early introduction. “My mother was a real estate agent, so that was my initial connection to the industry,” she recounts. “I started as a greeter at property showings when I was 15 years old. At 17, I began working in the design center, where I helped new homebuyers choose among different options for flooring. That’s where I really found my passion for the flooring industry. Later, I worked for a stone company and gained a deeper understanding of stone and tile flooring products.”

In 2009, Cambria got a job working for The Floor Store, again due to a connection from a maternal family member. “I actually started working here because of my grandmother,” she explains. “She was purchasing flooring from the Dublin location and the salesperson she was working with was the assistant manager, who mentioned they were looking for more salespeople. My grandmother said, ‘My granddaughter is in the flooring industry,’ and through that I ended up interviewing and being hired. I started as a salesperson, moved up to management and eventually became general manager of all nine Bay Area locations.”

Today, Cambria says her favorite part of her job is interacting with customers. “I especially enjoy speaking to customers after their jobs are complete and hearing about their experiences—how the salesperson walked them through the process, set proper expectations and met those expectations. We really pride ourselves on our quality of service, so it’s very rewarding when the customers see that and appreciate it.”

A resident of Martinez (where she lives with her husband, Rocky, and their children), Cambria spends her time outside of work on a variety of pastimes. “I like getting out of town and doing things with my husband and kids. For example, my husband owns motorcycles, so sometimes I’ll jump on the back of his Harley and we’ll go for a ride up in the hills. But in general, I just enjoy spending time with my family. They’re always my number one priority.”

In regard to a professional philosophy, Cambria believes that virtues like perseverance and honesty are crucial for ongoing improvement. “In our industry, we’re always faced with new challenges and obstacles, and we have to persevere and work hard to make our way through them. We also need to be honest with ourselves about what’s working and what isn’t working. As a manager, there’s nothing more rewarding than knowing I did my very best and was honest with myself and my team about where we can improve. That helps us move forward and become a better company.”

When asked what she’d do if she were to retire tomorrow, Cambria says she’d plan a vacation. “The first thing I would do is shut my phone off,” she laughs. “Then I’d plan a trip. I’d probably spend a couple of weeks in Hawaii right away, followed by some international traveling.”

Ask Me Anything!

Q: What’s your favorite local restaurant?
A: The Dead Fish in Crockett.

Q: Are you an early bird or a night owl?
A: I’m an early bird. I’m usually asleep by 9pm.

Q: If you could time travel, would you go to the past or the future?
A: I would go to the past to spend more time with family that I’ve lost over the years.

Q: What’s your favorite holiday?
A: Halloween.

Q: What was your favorite Halloween costume growing up?
A: The Little Mermaid.

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Expert articles
  • Two Flooring Trends in 2022

    RICHMOND — Before you begin your search for the perfect flooring product, it’s good to familiarize yourself with the current industry trends. Here are two flooring trends to be aware of in 2022:

    1. Neutral colors
    Color-wise, flooring design trends have gone back to more of a neutral palette, emphasizing light colors like whites and lighter grays. This color palette provides a neutral backdrop for the bolder colors in your interior design to stand out against.

    2. Wide floor planks
    For decades, almost all flooring planks came in 3- and 5-inch widths. Nowadays, we’re seeing 7-, 9- and even 10-inch-wide planks. This change has a purpose: When you put a larger plank (or tile or even carpet pattern) in a small room, it opens things up and makes the room or area appear much bigger.

    Knowing about these flooring trends will help guide your decision as you choose a product for your home. It’s also a good idea to partner with a local flooring retailer who can provide further guidance for your selection.

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Expert video tip
  • Video: Two Flooring Trends in 2022

    Complete Video Transcription

    RICHMOND — Cambria Hance: So there is some current trends in the flooring industry that I’ve really do feel everyone should be aware of before stepping into any flooring retailer in the bay area. First and foremost is color. Everything has gone back to more of that neutral palette, not so much gray, not so much brown, but just a very neutral, light color tone. Something that blends with bold colors, because that is the latest craze is your blues, your reds, all of those colors are back in high demand.

    Second is the width of the plank. For years and years and years, everything was three inch and five inch widths. And now it’s seven, it’s nine, it’s 10 inch wide planks.

    When you put a larger plank or a larger tile, even a larger pattern of carpet in a small room, it makes the area look much bigger. So really it emphasizes the room and opens it up and makes it look extremely large.

    Remember when planning your new project, please reach out to your local retailer to help make your dreams become a reality.

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The Floor Store WEBSITE AND EXTERNAL FEED
  • The Floor Store SOCIAL MEDIA FEEDS
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 1016 VERIFIED CUSTOMERS i

Mr. K.

VERIFIED The Floor Store CUSTOMER

1 of 1016

Quality 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 1016

Quality 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 1016

Quality 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.

Jenny S.

VERIFIED The Floor Store CUSTOMER

4 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

They are very knowledgeable, friendly and helpful.

Easy to work with and professional

Frank M.

VERIFIED The Floor Store CUSTOMER

5 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

The person that we worked with was very personable. He was a good all-around person to go through the process of buying floors with.

He made the experience a good one and I would use them again.

Abraham M.

VERIFIED The Floor Store CUSTOMER

6 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

I would highly recommend them.

The service was excellent.

Jane K.

VERIFIED The Floor Store CUSTOMER

7 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

I would recommend them.

Good quality products, great customer service, and their prices were on par with other places.

Stefan W.

VERIFIED The Floor Store CUSTOMER

8 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

I would recommend them.

It was a good experience and they have good products.

Marci B.

VERIFIED The Floor Store CUSTOMER

9 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

It was a good experience and they provided great follow up.

The personal service of Shawna and Zack

Brian M.

VERIFIED The Floor Store CUSTOMER

10 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

They didn't try to upsell or rush me.

Very friendly and easy to work with

Andrew R.

VERIFIED The Floor Store CUSTOMER

11 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

I would recommend them.

Very helpful in the selection of materials and the whole process

Andrew C.

VERIFIED The Floor Store CUSTOMER

12 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

I would recommend them.

Great customer service

Doris F.

VERIFIED The Floor Store CUSTOMER

13 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

I am happy overall. They did a great job.

The installation was excellent, They were on time and did what they said they would do.

Eric M.

VERIFIED The Floor Store CUSTOMER

14 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

Friendly, professional and good options

The installer was helpful and friendly.

Tim W.

VERIFIED The Floor Store CUSTOMER

15 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

High quality of service

Good people to work with

Ginny S.

VERIFIED The Floor Store CUSTOMER

16 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

Use them.

Nothing in particular

Jennifer A.

VERIFIED The Floor Store CUSTOMER

17 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

They were great.

Our Floor Store manager was integral to the whole process; they were on time, on schedule and did a great job.

Daniel D.

VERIFIED The Floor Store CUSTOMER

18 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

They are very professional, do a high quality job and are fast.

Quality

Liz M.

VERIFIED The Floor Store CUSTOMER

19 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

The customer service is great. Henry was helpful and he made it easy for us.

They are very knowledgeable about what would work best for us.

Lori H.

VERIFIED The Floor Store CUSTOMER

20 of 1016

Quality 10
10
Loyalty Yes
CRITIQUE

They are good people to work with.

The customer service is great and they got everything done for me.

Read All 1016 Survey Responses at Ratings View
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