Tuesday Tips: The power of silence

Dalton—The World Floor Covering Association (WFCA) released a new “Tuesday Tips” this week. In the series, WFCA experts present short video tips for improving customer service and optimizing staff performance. In the end, it’s all about understanding the importance of doing 100 things just 1% better than your competition.

In this week’s Tuesday Tips, Tom Jennings shares a simple but powerful reminder: slow the conversation down. One of the most effective ways to respond productively when working with customers is to become comfortable with silence.

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Dealers excel at diversification

It’s rare that homeowners change just one aspect of their residence (i.e., flooring) when contemplating a renovation—it’s usually a combination of new countertops, cabinets, paint, wall coverings, window treatments and/or lighting fixtures.

To that end, flooring retailers are reinventing themselves as full-service home design destinations. This shift, observers say, is driven by homeowners seeking streamlined, one-stop solutions and by dealers looking to boost profit margins and build deeper customer relationships.

The following examples show how seven retailers successfully expanded beyond flooring.

Window Treatments

America’s Floor Source
Columbus, Ohio

If at first you don’t succeed, try again. That turned out to be the winning strategy for America’s Floor Source, whose second foray into the window treatments segment proved to be the charm.

“The second time we got into the category was after Michel [Vermette, AFS CEO] came on board and recommended we take another look,” said Jason Goldberg, AFS founder and chairman. “I said, ‘That’s fine, but if we’re going to do it, then I’m going to learn the business first so we don’t make the same mistakes.’”

The gamble is paying big dividends for AFS. Last year was its first full year in the window treatments category, and this year the company is expected to generate more than $5 million in window treatment revenues, according to AFS.

“I had been doing consulting work for other retailers, and they saw how profitable window treatments were for them—it was a huge add-on,” Vermette recalled. “With window treatments you’re essentially leveraging the same customer base, so you’re getting an extra ticket for that same person.”

Window Treatments

Capitol Carpet
Boynton Beach, Fla.

Capitol Carpet and Tile’s expansion beyond flooring began several years ago, when the Boynton Beach, Fla.-based retailer added custom window treatments. What started with a Comfortex window treatments display quickly showed the need for expertise.

“You have to bring in people who are knowledgeable about this business,” said Lou Morano, owner.

To that end, he hired a dedicated salesperson familiar with vendors, installers and category nuances, then invested in advertising to build awareness. Sales growth followed, leading to more hires and a larger promotional budget.

While the shift required navigating steep learning curves—precision measurements, complex components and high claim ratios—Capitol also discovered window fashions deliver strong profit margins and demand.

Window Treatments

Junge’s Flooring
Rochester, Minn.

Four years ago, Junge’s Flooring decided to expand into window treatments to help customers complete their interior decorating projects. The store now offers products from brands like Graber and Lafayette Interior Fashions, all showcased in a small, efficient display area.

Customers were asking about it, Mindy Junge, owner, explained.

“The two products complement each other. It’s all about adding convenience for your customers and positioning yourself as a one-stop shop.”

Entering the window-treatment category, however, proved more complex than expected. The biggest hurdle was learning precise measurement and mount types—skills the team worked hard to master.

Kitchen & Bath/Window Treatments

Floor Magic
Rockport, Maine

Floor Magic’s diversification efforts did not happen overnight. It grew organically from customer curiosity and a designer’s expertise.

What began as a flooring-focused showroom now includes full kitchen and bath remodeling, plus a robust window treatments department. This business started with a simple 10 x 10-square-foot starter kitchen priced competitively to pique customers’ interest. Shortly thereafter, customers were upgrading well beyond the basics.

“What we found was most people wanted more and were willing to pay for it,” said Bob Duke, owner.

The category is supported by creative merchandising inside the 2,500-square-foot store and PK training for the sales team. With vignettes of kitchens and baths, social media storytelling and a trust-driven “one-stop” shopping experience, Floor Magic evolved into a destination for whole-home inspiration.

Kitchen & Bath/Window Treatments

Enhance Floors & More
Marietta, Ga.

Enhance Floors & More has expanded far beyond its 38-year foundation in flooring, becoming a full-service interior decorating destination.

The Marietta, Ga.-based showroom offers kitchen and bath renovations, staircase makeovers, custom rugs, paint and premium Hunter Douglas window treatments.

The expansion began during the 2008 recession, when founders Don and Elisabeth Stubbs began to recognize that customers wanted more help creating cohesive, stylish homes.

“Kitchen and bathroom renovations have been the most successful for us,” Elisabeth Stubbs said. “Generally speaking, our projects are with repeat clients and they are only working with us.”

Today the showroom features displays and expert design consultants who coordinate every detail. By maintaining strong ties with suppliers and serving as a general contractor for clients, it enables a seamless experience that transforms entire spaces.

Paint/High-End Wall Coverings

Sarmaziam Bros.
Waterloo, Ontario

While Sarmazian Bros. Flooring built its legacy on premium floor coverings, the Waterloo, Ontario, Canada-based retailer strategically broadened its offerings to include high-end interior finishes that elevate home design.

Seeking products that naturally complement flooring, the family introduced the Farrow & Ball’s luxury paint and wallpaper line—an investment in custom fixtures and inventory. While it took time to flourish, the business ultimately attracted designers and style-minded homeowners.

“Customers appreciate the convenience of choosing paint, wallpaper and flooring in one location, especially when coordinating colors and textures for cohesive projects,” said Raffi Sarmazian, retail sales manager, Cambridge location.

Though flooring remains the company’s core focus, its expansion into premium decorative categories serves as a gateway to deeper customer relationships and future growth, reinforcing its role as a comprehensive resource for home transformation.

Costly mistakes with measuring and trim work, for example, can easily be made if you don’t have a competent person doing the job, Touchton added.

Cabinets, Countertops, Appliances

Floor to Ceiling
Ottumwa, Iowa

Floor to Ceiling offers customers a single destination for home upgrades. The 10,000-square-foot showroom showcases kitchen vignettes, window treatments, flooring, cabinetry, countertops and vanities. The goal is to make it easy for the consumer to visualize complete room designs.

“If you’re not doing cabinets, there’s a good chance you’re not going to get countertop, sink or backsplash sales,” said Dusty Ware, president. “People just want to deal with one person.”

That philosophy drives the retailer’s expanding offerings. Last October, Floor to Ceiling added GE appliances, furthering its mission to deliver value through variety.

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Finding your work-life balance

Americans work a lot. Compared to their European counterparts, studies have shown Americans work hundreds of hours more per year than their overseas peers—and take far fewer “holidays.”

Americans live shorter lives as well. Recent data shows the average life expectancy of around 81.5 years for people in Europe compared to about 78.4 years in the U.S. Studies indicate that Americans have higher mortality rates and shorter lifespans across all wealth levels, even for the wealthiest Americans.

Perhaps Americans should take a page out of the European playbook and strive for a more equitable work-life balance. Societal experts say that to find the proper work-life balance, it’s important to set clear boundaries for working hours, prioritize tasks and personal time and learn to say no to new commitments. What’s more, taking regular breaks, scheduling personal activities like exercise and hobbies and unplugging from technology are also essential for recharging and managing stress.

Flooring executives know a thing or two about hard work and achieving excellence in their careers. Over the years, however, many have come to realize there is life outside of work, and what you do in your spare time can make you a more productive and happier professional.

FCNews asked some top executives for their suggestions on achieving the optimal work-life balance:

Mindy Lawley
CEO
Brian’s Flooring & Design

“Over the years, I’ve had to learn it’s OK for the scales to tip. There are seasons where work demands more, and others where life outside the office does. The goal isn’t to make them even, it’s to make them both meaningful. And maybe that’s why I’ve started thinking of it less as work-life balance and more as work-life health. Balance feels like a finish line we’re all chasing and never crossing. But health is something you manage, nurture and protect. It shifts with seasons, circumstances and priorities.

Some days your ‘health’ looks like being fully present at work and crushing it. Other days, it’s stepping away early, taking a walk or giving yourself permission to not answer one more email.

Here’s my truth: Stop trying to make everything even. Focus instead on what feels healthy. For me, that’s knowing when to pour into work and when to pour back into myself. It’s hiring capable people, delegating appropriately and actually trusting them. It’s giving myself the same respect I’d give anyone else.

Maybe we should stop chasing balance and start choosing health because balance can break under pressure, but health builds resilience.”

Pete Rubando
owner
Giant Floor

“Know what’s important to you and revisit it often. Because what drives you at 35 may not be what fulfills you at 55 or 67. With that big picture in mind, here are the day-to-day reminders I rely on to stay grounded in my values and maintain work-life alignment:

• The place will survive without you for a few hours. You have to trust the people working with you.
• There is always more to be done in this line of work. (Don’t let that be an excuse for why you keep working.)
• Take the time off. It feels counterintuitive, but it makes a world of difference in how you show up.
• Prior planning prevents piss-poor performance. (The five Ps never fail.) Planning allows you to get more done.
• Always ask yourself: Is this the best use of my time?
• And remember: Other people’s emergencies don’t have to become your emergencies.

Your time is your most valuable resource. Spend it intentionally.”

Jim Armstrong
president
Flooring Success Systems

“First, identify where it’s out of balance. If you’re working 60 hours a week and want to cut to 40, ask: What can I delegate to save 20 hours? Then build systems that let you hand it off with confidence, so it’s truly off your plate, not just off your desk. Next, decide what you’ll do with that time: Coach your kid’s team, reconnect with friends, train for something big. Finally, protect that time. If you don’t fill the vacuum intentionally, your business will happily fill it for you.

Life is short, and none of us knows how long we have. Picture yourself near the end of life, looking back. Do you want your memories to be a blur of invoices, installs and deadlines? Or do you want to remember the people, passions and experiences that gave your life meaning? The purpose of your business is to fund and facilitate your ideal lifestyle. Build systems and set boundaries so you can live that ideal lifestyle. And, most importantly, give yourself permission to live fully outside of work, enjoying those rewards for which you’ve worked so hard.”

Darren Harrison
vice president
Sunshine Interiors

“After my plane incident (three years ago Harrison jumped in to fly and land a plane at Palm Beach International Airport after the pilot collapsed, despite having no previous flight training), you realize you don’t have all the time in the world. If there is an opportunity, take it. My advice is to live your days as if tomorrow does not exist. Because you are not promised tomorrow. We’re not doing heart transplants here, we’re doing flooring. And the work will still get done.”

Scott Rozmus
president/CEO
FlorStar Sales

“I try to manage a healthy work-life balance by focusing on taking my work seriously while not taking myself too seriously. Lots of folks have a tendency to view themselves in an exalted sense, and doing so ends up creating stress not only for themselves but for everyone around them. That’s not healthy. Having a sense of humor is certainly helpful. In addition, it’s great to have interests that are unrelated or largely unrelated to work where one can focus time and energy physically, mentally and emotionally.”

David Whitehurst
executive vice president
Adleta

“Take time for yourself, exercise, block time each week for personal enhancement. Have a social life outside your organization. Time off with family is another important factor in achieving work-life balance. I make a conscious effort to turn my phone off at the end of the day to make sure my attention is 100% on my family.

Make time for yourself with whatever it is. Being able to shift focus from work to other things that bring joy to your life will help you achieve maximum output in your field. Build a strong team around you that supports each other. Having people who can step up when things are challenging will help lessen the stress on one person.”

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Karndean launches 2026 design aesthetics

Export, Pa.—Karndean Designflooring officially launched three new Design Aesthetics for 2026 aimed at helping retailers guide customers through the flooring selection process.

The program presents curated interior design styles paired with flooring recommendations. The goal is to help retailers learn what homeowners like and guide them to a floor that fits their style.

The three new Karndean Design Aesthetics are Senti, Luma and Dopa•Mine. Each reflects emerging interior design influences and evolving consumer preferences.

Karndean first introduced the design aesthetics concept in 2025. The 2026 updates build on that foundation and reflect a gradual evolution of design trends rather than a dramatic shift.

The company is also promoting the aesthetics directly to consumers through social media and its website. The campaign encourages homeowners to “create a space that reflects your style.”

“Retailers can use Karndean Design Aesthetics as a sales tool to learn more about a homeowner’s style or provide inspiration for those who are unsure of their design direction,” said Julie Thomas, senior retail channel manager at Karndean. “It allows retailers to get to know customers and provide a more personalized experience while guiding homeowners to the right floor.”

Karndean said the program can help retailers create a more elevated showroom experience that builds customer loyalty and encourages referrals.

“We want to help our retailers give homeowners a first-class customer experience from inspiration through installation,” Thomas said. “Karndean Design Aesthetics can be part of that boutique experience.”

Three design directions

The three aesthetics represent different interior design moods and environments:

• Senti focuses on peaceful spaces designed to create a feeling of meaningful connection.
• Luma emphasizes biophilic design. The aesthetic blends nature and technology to create balanced spaces.
• Dopa•Mine highlights joyful spaces inspired by the satisfaction and energy associated with dopamine.

Karndean will support the program with brochures and product knowledge sessions designed for retailers. The company said these tools will help showroom teams use the aesthetics to guide conversations with customers.

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Parador introduces Sensus engineered hardwood

Coesfeld, Germany—Parador introduced Sensus, a new engineered hardwood style within its Harmonia collection designed to bring natural warmth and texture to commercial interiors.

The flooring draws inspiration from autumn forests and sunlit woodlands. Its rustic visuals and lively character grading allow designers to specify the product across a wide range of commercial environments.

Sensus features soft golden-brown oak tones and wide-format planks that create a welcoming atmosphere. The deeply brushed surface reflects natural textures found in walnut shells, almond skins and tree bark. The finish delivers visual depth while maintaining a soft, comfortable feel underfoot.

“Sensus calls to mind the tactile nature and organic familiarity of warm wood visuals that instantly change the feel of a commercial space,” said Neel Bradham, chief executive officer of Parador. “At the same time, this beauty is balanced with strong performance across the entire Harmonia collection.”

The product is available in elongated planks measuring 86.6 x 7.3. Subtle beveled edges frame each plank and create clean visual lines across a room. The design works well in boutique hospitality, retail environments, cultural venues and other contract interiors.

The design

Sensus combines natural visuals with durable construction. The floor features an extra-matte lacquer finish and a 3.6 mm wear layer designed for stability in high-traffic commercial spaces. A specially processed spruce and fir core strengthens the plank structure and improves long-term performance.

Parador enhances the surface with its SurfaceONE technology. The process adds depth and creates a handcrafted appearance.

Parador manufactures the product in Austria using low-emission production methods and responsibly sourced timber. These practices support healthy indoor environments and align with biophilic design principles that connect interior spaces with natural materials.

Parador includes Sensus as one of seven styles in its Harmonia engineered hardwood portfolio. The collection reflects the company’s European craftsmanship and its continued growth in the North American commercial flooring market.

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J+J launches View Making collection

Dalton—J+J Flooring introduced View Making, a new collection designed around perspective and how people experience design from different angles and sightlines.

The collection explores how movement, geometry and organic texture interact within a space. By combining varied visual elements, the designs create shifting effects depending on how the viewer approaches them.

“Each of the three patterns in the collection invites you to stop, reconsider and reflect,” said Laura Holzer, design director of the commercial division. “It explores movement, depth and dimension. We wanted to keep it somewhat organic in nature while still maintaining geometric structure within the patterns.”

The collection features three coordinated patterns designed to work individually or together. Traverse presents the largest-scale pattern with broken geometric lines. Vantage features a smaller windowpane design that reads more organic due to added texture. Panorama blends strong horizontal and vertical lines with a blurred effect created through the yarn construction.

Holzer said the collection’s color palette also expands its design flexibility. “The other interesting aspect of this collection is the color story,” Holzer said. “The four color families provide a wide variety of choices and depth of color in each pattern. This gives designers many options and works well for school spirit selections, brand identity and even wayfinding.”

The collection uses 24 x 24-inch tiles designed to coordinate across the broader J+J Flooring platform. Products align with carpet tile, broadloom, luxury vinyl tile and Kinetex textile composite flooring.

View Making is constructed with 100% Encore SD Nylon. It also offers an optional Advance modular carpet backing that provides a PVC-free alternative while supporting durability and stability.

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Retailers React: What’s your goal for 2026?

Every two weeks, FCNews seeks out flooring retailers across the country to offer their advice on hot topics of the day. This week, we asked: what’s your goal for 2026?

Here are their responses:

“We are renewing our dedication to deliver exceptional value and create a better customer experience. We plan to achieve this by making sure every customer finds their ideal product match through a sales process that is transparent and is proactive in communication.”

—Jon Dauenhauer

Carpet World

Bismarck, N.D.

“Our goal for 2026 is growth over 2025. To accomplish that we are starting to work with a marketing firm to increase our brand image in our area. We have been working really hard over the years to increase our Google presence by being consistent with asking for Google reviews. We have the highest number of 5-star reviews in our area, which has had a huge impact on our sales.”

 

—Ryan Boender

Sackett’s Flooring

Kalamazoo, Mich.

“Our retail goal is a 12% increase in sales with a 1.5% margin increase. Our commercial goal is a 14% sales increase and 2% margin increase. We are increasing ad spend and implementing AI where applicable.”

—Kevin Rose

Carpetland USA

Rockford, Ill.

“Our goal is to make 2026 our best year ever. We are managing expenses tighter than ever to not allow negative bottom-line impacts. However, we have increased our marketing budget 2.5% over last year. Last year was our best year in the company’s history.”

—Mitchell Parton

Frazier’s Carpet One Floor & Home

Knoxville, Tenn.

“We have made commercial growth a major priority for 2026. To that end, we have added manpower and resources to that department and are actively pursuing more contracts than we secured in 2025.”

—Ryan Rogers

Yates Flooring & Design

Lubbock, Texas

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