History

In August of 2000, Direct Flooring Center was founded to fill the need for the Cincinnati and Dayton markets to have a one stop shop with a personal approach to do-it-yourself floor covering.

 

Direct Flooring Center differentiated itself from the competition by providing the following:

• One-stop destination for flooring
• In-stock merchandise
• 24 hour installation service
• Selling direct and eliminating the middle-man
• Authorized Mohawk Floorz dealer

By providing these unique features with high quality customer service, Direct Flooring Center has saved customers over $12,000,000 since opening its doors.

 

Direct Flooring Center's store concept for flooring can provide you with the products, help, and answers you need to make the right flooring choices.

Direct Flooring Centers combines the best features of a “big box” home center, a “stock-only” carpet outlet, and a high-fashion flooring retail store. Called “Floorz,” it’s designed so consumers can get the best information, guidance—and prices—in one place.

“I’ve been selling flooring for a long time,” said Tom Wolfe, President of Direct Flooring Centers, “and this is the best store system for consumers I’ve ever seen.”

The Direct Flooring Center Floorz concept combines the best attributes of a “stock-only” outlet and a high-fashion retail store.

The Floorz concept, which Direct Carpet Centers created with Mohawk Industries, the world’s largest flooring company, to bring to this area, is based on three “shops”:

• The Back Room, which offers literally hundreds of rolls of carpet, plus pallets of hard surface products like hardwood, laminate and tile, all “ready to go” for immediate use;
• The Value Shop, a collection of attractively priced first-quality flooring that takes advantage of special manufacturer discounts and offers;
• The Custom Shop, which provides a full array of flooring special orders. The Custom Shop lets shoppers pick out high quality, high value products with unique, stylish looks, and have them delivered within days.

Displays throughout the store explain the advantages of different types of flooring to customers and provide helpful shopping suggestions. The staff of Direct Flooring Centers has been trained by professional instructors from Mohawk University, the industry’s largest and most respected education center.

“If a customer prefers to shop on her own, our store displays help her with her selection. If she wants to talk with a salesperson, she won’t get a sales pitch, but a dialogue about what are her best choices for floor covering,” Wolfe said.

Direct Flooring Centers offer a Price Guarantee and a 30-day warranty that will replace any carpet selection that the customer isn’t satisfied with for just installation fees.