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Home and Lifestyle

Staying grounded

Carlson’s Flooring celebrates 50 years of success

Kane County Magazine

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By the very nature of its work, Carlson’s Flooring, 728 W. State St., Geneva, established a base when it opened in 1967.

Fifty years later, the second-generation family business hasn’t stopped scratching the surface when it comes to the people Carlson’s serves, making this year’s anniversary particularly golden.

“I think we’ve prided ourselves in customer service and putting ourselves in the customer’s shoes and servicing small situations as well as large situations,” says sales manager Lisa Carlson Nelson, who helps run the business alongside her brother, Greg Carlson. “We always try to bring the customer what they want, but we also realize that a lot of people have budgets, and we try to value engineers to get them what they’re wanting for their budget.”

Carlson’s provides various services, such as home and commercial flooring installation and design consultation. The company works with carpet and area rugs, hardwood and cork flooring, tile, stone and vinyl.

The company’s showroom offers examples of various work while providing a gateway to the brand of personal service to which Carlson’s strives to adhere. When providing a proposal, the company appreciates when customers offer room dimensions, photos, fabrics or paints. A complimentary measure is available with flooring selections.

“We have great craftsmen that have worked for us for a long time,” Nelson says.

To be sure, the company and industry have witnessed plenty of evolution since parents Don and Shirley Carlson founded the operation during the Lyndon B. Johnson Administration.

“A lot of people are installing prefinished woods in their home and stain-resistant carpet is very popular [and] pet-resistant carpet,” Nelson says. “Along with luxury vinyl plank and tiles, they’ve kind of replaced sheet vinyl of the past.”

Nelson called the latter a cost-prohibitive move.

“So, the new vinyl planks and tiles are designed to go over existing floors, and they’re more waterproof and easier to install and handle,” she says.

To that end, Nelson says that the flooring world has become “more of a fashion industry” – a movement that hardly has hampered the company or its creativity.

Just take a look in the showroom for proof, whether in person or through a panoramic view available on the Carlson’s website.

“That’s probably what separates us also,” Nelson says. “We have staple type products, staple everyday goods, but we also have design-driven products in our showroom to make people’s projects unique.”

In January 2016, Carlson’s earned recognition from Houzz as “Best of Customer Service” as part of Houzz’s annual awards. Houzz is a website and online community having to do with architecture, interior design and decorating, landscape design and home improvement.

“We’ve got longtime dedicated people working for our business, and employees that have been here [and] installers that have been here for a while,” Nelson says. “We’ve developed a team.”

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