After 10 perfect years, Brian Erickson, the mastermind behind Floorz, is gearing up to make the next decade even better
By Beth Newcomb
In gymnastics, a perfect 10 is a score of 10.000 for a single routine. It’s a reflection of a gymnast’s hard work and dedication, unwavering commitment to the sport, and unmatched skill level. Those who achieve this number are thought to be the elite…the best of the best.
Ten is the number people aspire to in different areas as well.
Take Floorz, for example, an area leader in the flooring industry launched by owner Brian Erickson 10 years ago. After spending a decade selling furniture and flooring, and prior to the opening of his flagship store in Montrose, Brian redirected his laser-sharp business focus and zeroed in exclusively on flooring.
“It’s what I love best,” Brian says simply. “It’s also where I saw the most potential to become a leader in our area.”
He secured a location for Floorz in a spot that some might have called, well, a gamble. The Montrose store is, after all, located less than a hundred feet from a box store that sells, you guessed it, flooring. Undaunted, Brian not only outfitted the store in all of the latest and greatest things you can find underfoot, but he also spent the 10 years since working hard to be the best—demonstrating a dedication and unwavering commitment and displaying an unmatched skill level. A perfect 10, if you will.
Brian isn’t shy about telling everyone he’s the best, but how can he be so sure? “It’s simple,” he says. “People vote with their money. When they have the choice between us and one of our competitors, they choose us. While other companies come and go, we continue to grow.”
“When I started Floorz 10 years ago, I was determined to become the best flooring company in Northeast Ohio,” Brian continues. “The way we’ve done that is through honesty, integrity, passion and servitude (HIPS). It’s our philosophy and we preach it daily. Our reputation in the industry is stellar, among our vendors and our customers. That didn’t happen by accident. It happened because we do things right. From an ownership perspective, if we practice HIPS internally, it will extend all the way to our vendors, our installers and, ultimately, our customers. Our service starts from within. We serve each other as a team. There is nothing more important than positivity, and we provide our people with the tools and resources to not only be successful but to also successfully serve our customers. We work together, we respect each other, and this feeling directly impacts our customers.”
It’s a philosophy that works. Floorz launched in Montrose with three employees and today, with the addition of the Strongsville location, the warehouse in Brecksville, and the newest location in Mayfield Heights, that number tops out at 35. Included on staff are designers, project managers, warehouse staff, installers and delivery personnel.
So, what’s the real secret to Brian’s success? There obviously isn’t a shortage of flooring retailers in our area.
“We’re very particular about not only the staff members we employ but also the vendors we work with and the products we carry,” he notes. “Everyone we work with is held to our standard of quality. All of the products we carry must pass this test. Everything at Floorz, from start to finish, is consistent.”
Consistently exceptional, that is. And, consistently evolving.
For Floorz to remain an area leader in the flooring category, product selection can’t grow stale. That’s why Brian and his team forecast the trends, scout the marketplace and regularly introduce the next big thing to the sales floor.
In addition to classic lines line Karastan, Mohawk and Shaw, Floorz also delves into the boutique lines, like Godfrey Hirst, Stanton, Emser, Soho Mosaics and Karndean Design Luxury Flooring among others. In fact, so impressive is the selection at Floorz that interior designers regularly send their clients here. “If you’re looking for the distinctive and unique, we’ve got that,” Brian promises.
Brian spends a few weeks each year attending trade shows to source the hottest new flooring finds, then he restyles each store to accommodate them. That way, he promises, your visit is never the same twice. Sit down with an in-store designer, who will happily help you pull a look you’ve been looking at on Pinterest or Houzz together in your own home.
In addition to carpet brands that span the affordable to the luxurious, Floorz also features several different lines of tile, hardwood flooring, area rugs and luxury vinyl. “We’ve got thousands of styles to choose from,” Brian shares.
To celebrate his decade in business and the launch of the newest Floorz store in Mayfield, Brian is hosting a “A Perfect 10” Anniversary Giveaway and Savings Event. Each store will be giving away a $500 Floorz gift card, with a grand prize of a $1,000 gift card up for grabs. You can also take advantage of zero interest financing or up to 20% off your complete purchase, with the mention of this story.
Floorz is at 17100 Royalton Road, in Strongsville, 440-638-1388; in Montrose, 143 Rothrock Road, 330-630-3330; and in Mayfield Hts., 1509 Golden Gate Plaza, 216-455-7500. Visit YourFloorz.com to learn more.