Floor Coverings International

Floor Covering

Floor Coverings International is a shop-at-home floor covering retailer offering more than 3,000 flooring options from the top brands in flooring at competitive prices. With its roots planted firmly in a mobile concept, franchisees also operate from professional environments/design studios. Floor Coverings International’s Design Associates are knowledgeable professionals who bring product and design leadership to consumers when considering their flooring needs, style and budget. Floor Coverings International’s products include carpet, hardwood, laminates, luxury vinyl, ceramic tile, area rugs. Professional installation services are also provided, creating a complete turnkey solution for the home owner.

Market Position:
Floor Coverings International was established in 1988 as the first mobile, shop-at-home floor-covering franchise and is the oldest and largest mobile floor-covering retailer with franchises in the United States and Canada. The expertise and knowledge of its Design Associates helps to differentiate Floor Coverings International from the price-driven market sector of big-box stores and many smaller retailers by providing the homeowner with a custom designed floor that is perfectly matched to their home. Floor Coverings International’s services appeal to upper-income homeowners who place an emphasis on home décor and view it as enriching their lifestyle.

Historical Data:
Entrepreneur Joe Lunsford founded the company in 1988. During its first six years, Floor Coverings International expanded rapidly, growing to more than 250 franchises and $60 million in annual revenue. However, Floor Coverings International’s operating model as a low-investment, work-from-home franchise wasn’t sustainable for long-term growth and resulted in high franchisee turnover.

In 1998 former Floor Coverings International franchisees Thomas and Cynthia Gandee purchased the company and stabilized operations until The Franchise Company acquired Floor Coverings International in 2003, installed new leadership and began transitioning the company from a home-based business into a world-class merchandiser of flooring products whose franchises, while mobile, also operate from commercial locations and offer an easily scalable business model. The Floor Coverings International business model caters to today’s busy consumers who are looking for convenience and expertise, a combination not readily found in retail flooring.

In 2003, First Service Brands (the current parent company) acquired the brand and started to put its expertise in franchising, in-home service and mobile concepts on the system.

Growth Projections/Strategy:
Floor Coverings International operates over 100 franchises throughout the U.S. and Canada. The company expects to add 40 additional units by the end of 2015, targeting markets such as Seattle, Atlanta, St. Louis, Philadelphia, Indianapolis, Central and South Florida as well as other strategic markets across the U.S. and Canada. Rather than rapid franchisee growth, Floor Coverings International’s focus is on attracting successful owners who will take the initiative in marketing and implementing systems to grow a multimillion-dollar business.

A Floor Coverings International franchise is suitable for both major metropolitan areas as well as secondary markets. One of Floor Coverings International’s most successful franchisees, with annual sales of more than $4 million, is located in Cherry Hill, NJ.

Recently, Floor Coverings International was included in the Bond’s Top 100 franchise list as well as ranked in the Entrepreneur 500.

Franchise Facts:
The total investment ranges between $137,500 and $310,000, including a $49,500 franchise fee. Most franchisees investment averages between $150,000 - $175,000. The royalty fee is five percent of gross monthly revenues. A three percent contribution is made to a national brand fund.

Floor Coverings International is positioned as the premier in-home mobile flooring concept franchising in North America. New franchisees must operate from a commercial space, typically an office or light industrial park. Although primarily an in-home flooring design solution, they are required to add a design studio for customer consultations. Initial staffing includes a Design Associate to handle in-home consultations and sales and a Project Coordinator to oversee outsourced installations.

The company has also launched Floor Coverings International InspireNet, an IT visualization system that allows clients to upload a digital picture of a room in their home and view countless flooring options with the click of a button. The customer can view the results and additional samples in the comfort of their own home or at any Floor Coverings International Design Studio. In addition to its visual aspects, the Floor Coverings International InspireNet system also includes a calendar; scheduler, work order management tool, installation key and networking system to help franchisees better organize their operations.

Training & Support:
Floor Coverings International offers a comprehensive training program at Floor Coverings International Academy in Atlanta for franchisees in addition to training programs for both Design Associates and Project Coordinators. Ongoing programs include showroom and Design Center support, field visits by Floor Coverings International support personnel, regional based sales summits, momentum groups, annual franchise conference and integrated local marketing programs.

Franchise Cost: 
$49,500
Total Investment Cost: 
$137,500 - $310,000,
Head Office: 
5250 Triangle Parkway Northwest, #100, Norcross, GA 30082
Contact Telephone No.: 
(770) 874-7600

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