Floor Coverings International is the highest-rated company in the lucrative $48 billion residential floor industry, according to Entrepreneur magazine. Headquartered in Atlanta, the brand offers more than 3,000 quality flooring choices including name-brand carpet, hardwood, tile, laminate and vinyl. The company’s franchisees even bring their wrapped, company-branded and fully stocked mobile showrooms to clients’ doors. By Patty Horansky
Floor Coverings International is the highest-rated company in the lucrative $48 billion residential floor industry, according to Entrepreneur magazine.
Headquartered in Atlanta, the brand offers more than 3,000 quality flooring choices including name-brand carpet, hardwood, tile, laminate and vinyl. The company’s franchisees even bring their wrapped, company-branded and fully stocked mobile showrooms to clients’ doors.
According to Chris Shaffer, senior director of franchise development, the brand appeals to homeowners who don’t have the time or inclination to shop at big-box stores or other retail flooring outlets. That translates into higher earnings for franchisees who can begin a lucrative business with just two or three employees, minimal overhead and a low point of entry.
Franchisees meet clients in person to learn about their visions for their homes. They then present the clients with samples and suggestions for turning those dreams into reality and make proposals on the spot.
“This is the antithesis of a retail experience,” said Shaffer, who explained that franchisees have a tremendous opportunity to scale by adding a Mobile Flooring Showroom® to their fleet and a design associate to their team.
The brand is also recession resistant even when residential real estate sales are down. Existing homeowners are always looking to make home improvements, and most upgrades include flooring.
Shaffer described the brand as “B2B2C,” meaning business to business to consumer. While homeowners make up the largest segment of the brand’s customers, franchisees can earn additional income through other businesses whose clients desire or need flooring. Those include rental management companies, building contractors, interior designers and more.
“What I want folks to understand is this is a relationship-building business,” Shaffer said.
Franchisees are encouraged to develop relationships in their local communities through schools, sports teams, charities and other organizations. They should also try to network with local businesses for healthy, sustainable growth. The brand provides all forms of digital marketing as well as a call center for setting appointments.
Founded in 1988 and franchised in 1989 as a mobile flooring showroom, Floor Coverings International boasts more than 260 locations across North America and is still growing.
The brand recognized early on that more and more consumers wanted convenience and were moving away from brick-and-mortar retail stores. According to Shaffer, the rise in online shopping further proved this vision.
Floor Coverings International provides 24 months of comprehensive training, including six weeks of virtual learning, five days at the brand headquarters and all the tools needed for franchisee success going forward. Ongoing support includes one-on-one and group coaching, systemwide calls, webinars and lifetime mentoring.
Franchisees contract with their own installers which eliminates the middlemen used by big-box stores and other retailers and ensures quality results. The brand attracts the best professionals by treating them well and paying them more.
Floor Coverings International seeks potential franchisees who want to be their own boss, recognize the importance of involvement in their communities and understand the value of a friendly, competitive culture.
In an industry where the top 50 flooring companies make up only 10 percent of the market, Floor Coverings International dominates and has the methodology and formula for franchisee growth through 2024 and beyond.
Patty Horansky