Focus on Leadership: CCA Global’s Charlie Dilks talks independent retail, loyalty and the future of flooring – Dec 2025

Beyond his day job, Dilks also serves as chairman of the Floor Covering Industry Foundation (FCIF), helping lead the industry’s philanthropic effort to provide financial assistance to those facing severe illness or hardship. 

Charlie and his partner Lisa Ficarra live primarily in Naples, Florida.

Q: Tell our readers about your early days growing up outside of Toronto, Ontario, and how you got started with a job in the flooring business.

A: My career in flooring started when I was around 16 with a part-time position working for a local retailer, Alexanian’s, in the warehouse, cutting carpet. The store had lots of inventory but no lift truck, meaning we had to move everything by hand in a limited space. My back is still sore today because of that work.

Q: When did a job turn into a passionate career for you?

A: While attending McMaster University and studying business, I convinced a local department store to put me on the sales floor. I was barely 20 years old, and the clientele was predominantly retirees. Somehow, they seemed to like buying from someone who might have been the age of one of their grandchildren. 

I had never made so much money, and I knew that selling carpet was for me.

After one and a half years at school, I took a semester off to save up some money to continue my education, but I was making so much money selling carpet that I could not have imagined a university degree helping my income, so I quit. I still regret that decision all these years later.

Q: Tell us about an “aha” moment in your career that to this day helps you make the right business decisions. 

A: I discovered early on that if you put yourself in the place of the person you are trying to sell to and craft your message with that in mind, selling becomes easy. It’s still true today, as when you’re negotiating or trying to resolve an issue with someone, understanding what’s at stake from the other person’s point of view makes it easier to resolve any issue or problem.

Q: As the CPO at CCA Global, you most likely influence more product purchasing decisions than any other single buyer. How have you learned whom to trust as you pick your supply partners? 

A: Any supplier to CCA must understand the dynamics of a cooperative and the relationship that CCA has with its members. CCA members place a lot of trust in the management group, and we take that trust very seriously when working for the membership. Suppliers that understand this dynamic and work with CCA management to support the membership are the most successful.  

Q: Who would you say has been your biggest mentor, and what did they teach you? 

A: That’s an easy one, Larry Nagle. I met Larry when ColorTile acquired a company where I was working in Canada 35 years ago. My father, who had worked his entire career for the Canadian government, passed away when I was 28 years old. Larry quickly filled that void-and more-for me at that particular stage in my life. 

We bonded very quickly, and I relied on Larry very much for professional advice as well as personal advice. I didn’t always like the advice that Larry gave me, but I soon realized that most of it was correct. Today, Larry is 96 years old, and we still speak multiple times each week.  

Q: You are very analytical, and from your vantage point, you can see who does well as a flooring dealer. What does it take to be a successful flooring dealer? 

A: The answer to that question has changed over time. Certainly, scale is at the top of the list as the larger retailers inside and outside of CCA are growing at a faster rate than the overall average. But for sure, embracing technology and data has to be at the top of the list. Running your business off an Excel spreadsheet and making your best guess to solve a complex business issue doesn’t cut it anymore. 

At CCA, we’re using technology and the data that it provides in ways that we might have never imagined just a few years ago. The delivery of this data to our membership and how we deliver it is becoming more vital to future success.

Q: What can the industry do to bring back some spice and create more consumer interest in the category?

A: In my opinion, flooring in almost all categories is better than it has ever been. It looks better, it performs better, but the industry as a whole has struggled to keep pace with competing categories in the home. It seems that when a major renovation is taking place or a home is being built, flooring is one of the final expenses, meaning that the budget might be challenged by the time flooring is being purchased. CCA’s most successful members do not sell flooring from a defensive point of view, but rather sell products that enhance the home, instead of turning them into a commodity product and purchase. I notice beautiful flooring wherever I am, in commercial and residential settings. But I also notice less-than-beautiful flooring, which I’m sure the consumer notices, as well. We have so many great products to offer, but we need to make sure we offer them.  

Q: Some of your friends think the passion that drives your success is based on the simple fact that flooring is a core part of the home’s décor, that it is, in fact, a fashion item. Is that true?

A: Absolutely. It covers more area in the home than any other home furnishings category. I’m always excited to see what’s new when a vendor visits CCA’s offices or our buying team visits a vendor’s facilities.  

Q: Having said that, what type of floors do you live on?

A: Like a lot of people in Florida, wood and ceramic. Saying this, I’ve covered up a fair amount of it with rugs!

Q: What drives the consumer’s taste for the flooring they buy?

A: I think, to a great degree, it’s what they see outside of their own home. Since purchasing flooring is not a frequent event in the consumer’s life, what they see in friends’ homes or when they’re out dining or shopping has a great influence on them. The retailer’s job is to make it as easy as possible to discover everything they might want when they come into their store. I believe that in most cases, a lot of retailers make it harder as they over-assort and offer too many options.

Q: CCA was formed to help independent retailers win versus the big boxes. How are they doing on that mission?

A: Big boxes and home centers, in particular, took a lot of share 20 years ago as they were building out their national footprint. That continued until their store count matured. Today, we believe we’re gaining share against the big box channel. Service still means something, and the big boxes don’t like complexity. Flooring is complex, particularly when you need it installed. At CCA, we believe that our scale allows us to compete on a level playing field and offer the local personalized service that the big boxes struggle with.  

Q: I know you like to travel for pleasure. What is your favorite place and why?

A: By far, Italy. I like their attitude and way of life so much. Plus, my partner, Lisa, speaks fluent Italian, so that helps a lot when we visit Italy.  

Q: You’re also the chairman of the FCIF. Why are you passionate about this philanthropic endeavor?

A: Being chairman of the FCIF board is a responsibility that I take very seriously. We have a fantastic board of directors, and I know they all feel the same way, as well. Helping people in our own industry is a privilege we should all embrace. By that, I mean spreading the word about the work the foundation does, donating financially to help fund the grants the FCIF provides, or volunteering for a board seat if the opportunity arises. Seeing the good the foundation does can’t help you be anything but passionate about it.

Q: You split your time between your condo in Toronto and your place in Naples, Florida. What drives where you choose to spend your time?

A: Although I still have a home in Burlington, Ontario and my children all live there, Naples has become my permanent home. I’m still proud to be a Canadian citizen, but the logistics of living there and working in the U.S. are a challenge.  

Q: I understand you have four grandkids now. What do they call you? 

A: I actually have five grandchildren, as my daughter recently gave birth to identical twin girls!  They call me Papa. I’m not sure why that name was chosen, but I like it, and they seem to, as well. Spending time with them is very gratifying.