Floor and Decor Opening in Phoenix a Record Breake
Atlanta, GA, February 23--Floor and Decor Outlets of America opened its first Phoenix location last month, to what the company called record-breaking sales. The retailer said it was its strongest opening in history.
The Floor and Decor president and CEO Mike Froning said that opening week in Phoenix was more than double the company's average opening weekend sales.
The Phoenix store marked the company's first foray into Arizona, and strong market reaction is fueling the company's nationwide growth.
Froning said overall company sales have increased by more than 400 percent since he and the new management team took the helm and rebranded the Atlanta stores in 2002. The concept fills a niche in today's marketplace, as the burgeoning number of homeowners coupled with the popularity of home-improvement programs HGTV, TLC and prime time network programming have led to a more educated consumer, and an increase in do-it-yourselfers.
"Our stores are the same size as major home improvement stores, but rather than two aisles devoted to flooring we are 100 percent dedicated to flooring and accessories. We offer shoppers access to product that previously was only available to industry insiders, or was not affordable.
"Now, consumers have access to hard surface flooring options like stone or travertine," said Froning. "In the past, many of these options were accessible to the interior design and building industry, but not on a consumer level."
Since early 2002, Floor and Decor has added a third location in Atlanta's Kennesaw area, and locations in Jacksonville, Dallas and Houston. The Houston and Dallas markets have responded so favorably that the company opened additional locations in both markets last year, with third locations for Dallas and Houston scheduled for third quarter.
The company is also expanding its presence in 2005 with store openings slated for south Florida.
Floor and Decor Outlets of America features a broad selection of hardwood floors; flooring tiles in all sizes of travertine, ceramic, porcelain, marble, granite, and slate; pavers; and mosaics. The store also stocks decoratives for backsplashes and bathrooms including tumbled stones, sinks, meshmounts, glass tile, wall and small tile.
Additionally, several lines of products necessary to complete flooring jobs, including wet saws, grout, thin set, mouldings and transitions strips will be offered.
