Floor & Decor Widens its Reach in South Florida with Hialeah Store...

Floor & Decor Widens its Reach in South Florida with Hialeah Store Opening July 27

As Floor & Decor expands, its focus on design expands as well – with new alliance partner, Genevieve Gorder


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Kennesaw, GA–(HISPANIC PR WIRE)–July 19, 2007–South Florida residents looking for local access to the largest inventory of hard flooring products at the lowest prices will find it much easier when Floor & Decor Outlets of America, the revolutionary concept in the home improvement category, opens its new store in Hialeah, Fla., on Friday, July 27th at 3890 West 18th Avenue. The 60,000 sq. ft. store will be Floor & Decor’s second location in South Florida – the first is in Pompano Beach – making it the 22nd store the retailer has opened since its 2002 inception.

“The Floor & Decor concept is simple – empower customers with unmatched selection, low pricing and in-stock inventory of high-quality hard surface flooring that can be purchased and taken home the same day,” stated President and CEO Michael K. Froning.

Floor & Decor chose Hialeah for its newest location because the Miami area is one of the top hard surface flooring markets in the country and has a high consumption rate per household. “We are proud to have Karen Guerrero open our Hialeah location as general manager and lead the 40 employees who’ve joined our team from the Miami area,” said Danny Biebricher, vice president of Operations. “Guerrero has been instrumental in helping us open stores in other cities, and knows what it takes to make a new business successful.”

Danny Biebricher explains, “Floor & Decor’s goal is to allow the customer to shop and browse at their leisure, utilizing our lifestyle displays, in-store signage and trained product specialists to be better informed and inspired when making their flooring choices. You cannot get that at an all-in-one, big-box home retailer. As we state in our advertising …“Step inside and you’ll understand!”

In all of the new markets Floor & Decor enters, its merchandising team spends hours preparing merchandising programs to best meet the needs and tastes of the market. “In addition, our buyers shop the market well in advance of our opening in order to fully understand the market nuances. Our assortment in Hialeah will reflect a blend of design styles and tastes popular throughout South Florida. Whether it’s ceramic tile, stone applications or hardwood flooring, customers will find a wide variety of low-priced, quality designs and colors from which to choose.,” explains Clif Denney, chief merchandising officer.

Festivities at the Hialeah grand opening kick off at 9 a.m. and include a drawing for a $3,000 certificate, free floor care kits for the first 100 customers and grand opening specials.

Floor & Decor Outlets of America has teamed up with famed designer and breakout star of The Learning Channel’s (TLC) nationwide phenomenon “Trading Spaces” and “Town Haul,” Genevieve Gorder as their spokesperson as they expand their new concept nationwide. “This is an amazing marriage,” declared Genevieve. “We share a lot of the same philosophies on what design is and can be. Design should be accessible to everyone, and it is companies like Floor & Décor that make this a possibility – through great product at a great price. The fact that they offer all of these high quality hardwoods, stone and tile and that they are all IN-STOCK?! It’s a designers/DIYers/builders dream!”

Floor & Decor has literally created a new market within the home improvement category. In the process, the retailer has changed the customer’s perception of, relationship to, and the way they buy hard flooring products for the home.

Floor and Decor Outlets of America has retail locations in Atlanta, Austin, Dallas, Denver, Houston, Jacksonville, Miami, Las Vegas, Orlando, Phoenix, Ft Lauderdale, San Antonio and Tampa with plans for additional expansion in 2007 into the Southern California market – making it a leader in the burgeoning home improvement market.

About Floor & Decor

Headquartered in Kennesaw, Ga., Floor & Decor Outlets of America is a revolutionary concept in the home improvement category, empowering customers with affordable inspiration by providing direct access to the largest inventory of hard flooring products, at the most competitive prices, in a welcoming and well-staffed environment. Customers can select, buy and take home flooring on the same day. More information can be found at http://www.flooranddecoroutlets.com.

Floor & Decor Widens its Reach in South Florida with Hialeah Store Opening July 27