Mentor, OH, Jan. 14--During its 52 years of operation, the Imperial Carpet store in Mentor has weathered competition from national chains and changed ownership, according to the News-Herald, Willoughby, Ohio.
Recently, the store marked another milestone by doubling its size. Displayed in the 4,000-square-foot addition are rugs and roll-ends, which are left over from large rolls.
Roll-ends, varying from rug-size upward, are ideal for laundry rooms, home offices and other small rooms, said Steve Morano, who operates the store. They are brought in from carpet manufacturers and from Imperial's own stock, and are sold at throw-away prices.
Other items featured are contemporary and oriental rugs. The fun rugs have beach, airplane, car and other themes popular for children's rooms.
According to Morano, the carpet retail business was dominated by independent merchants until the late 1980s when well-financed big box stores began to emerge.
"Big box stores get customers because they spend a lot of money on advertisements," Morano said. "We get customers because of our service."
Recent economic uncertainties didn't affect the business.
"In fact, the past two years have been our best years ever. The housing boom helped business," said Morano.
At any given time, Imperial Carpet keeps an inventory of 500 types of floorcovering materials so its 25-member crew can install them promptly.
Such quick service is the lure for Sheldon Schwartz, owner of Schwartz Construction in Mentor.
"They deliver (carpets) within 24 hours," said Schwartz, a customer for six years. "They do the job right away. They even move the furniture and clean up the area. They don't have to do these things," he added. "And their prices are reasonable."
Also sold at the 8,000-square-foot store are hardwood and glazed ceramic, marble, laminate and linoleum floor tiles.
Morano, who grew up in the carpet business, said customers' tastes change "every six to eight years. People are looking for more colors now, noting salt and pepper pattern is another popular item today."
Free consultation is offered by the store's interior designers.
Morano honed the skills of selling and installing carpets from his father, Ben, who ran the Ashtabula Home Decorating. It was sold in 1988. Ben Morano purchased Imperial Carpeting in 1982 from its founder, Al Kendis.
Steve Morano said his in-depth knowledge of the trade comes in handy to help customers select the right product for their homes.
From his experience and observation, Morano has compiled a list of tips for customers so they can get the value for their money.
"If you've a budget, be frank about it," he urged. "Sales people and designers would work within the budget."
Frank discussions on the volume of traffic in the room and pets are essential. Based on the knowledge of the possible wear and tear, the store can recommend carpets that are durable and also beautiful, he said.
It's not a bad idea to bring a rough sketch with the measurements of the room while shopping for carpets.
Being open to suggestions from salespeople will help customers buy the best carpet within the budget, he said.
"And, carpets won't last for ever," Morano said. "A particular brand may outlive another brand. Eventually it will wear out. Ideally, people have to change the carpet at least once every ten years.
"Finally, shop around and compare the quality and price," he added.
