Floor & Decor expands out West; campaign courts trade professionals
Floor & Decor has expanded its footprint in the Golden State.
The specialty hard-surface flooring retailer has opened its doors in Lancaster, Calif. The opening bring Floor & Decor’s California store count to 29 locations, for a total of 257 stores company-wide. And more openings are on the way.
In the coming weeks, the company expects to open stores in North Scottsdale, Ariz.; Gastonia and Winston-Salem, N.C.; and Murfreesboro, Tenn.
“We’re always evaluating new markets, and our focus is on areas where customer demand is strong and where customers will benefit from our incredible selection and everyday low prices,” Coleen Marritt, senior VP of pro services and commercial sales, Floor & Decor, told Chain Store Age.
The new Floor & Décor in Lancaster features in-stock flooring materials spanning tile, wood, laminate, vinyl and natural stone, as well as decorative accessories, wall tile, installation materials and adjacent categories, with the assortment specific to the neighborhood’s trends and culture. It also offers customers free design services.
PRO Appreciation Month
This month, Floor & Decor is also shining a spotlight on its professional customers. Called “PRO Appreciation Month,” Floor & Decor is hosting a month-long campaign throughout September that celebrates trade professionals, including builders, contractors, architects, designers, remodelers and flooring installers.
The chainwide event offers free virtual education classes designed to cultivate skillsets and drive professional development for professionals in the construction, renovation and flooring industries. Topics focus on shower design and systems, handling porcelain slabs, wood flooring, and tiling tips.
“When you know the products (brands, tools, installation nuances), you can work more efficiently and stay aligned with the latest in-flooring installation standards,” said Marritt. “On-demand webinars are useful for busy schedules. Meanwhile, smaller ‘lunch & learn’ options allow learning without having to take a lot of time from work.”
This the sixth year that Floor & Decor is hosting the program.
Throughout the year, Floor & Decor locations also offer live education events — topics inspired by members’ requests. Many are hosted by Floor & Decor’s vendor partners, the National Tile Contractors Association and the National Wood Flooring Association.
