Not all flooring is made alike. There are different materials, different grades, and different uses.
Not all flooring stores are managed and staffed alike, either. There are different sales techniques and levels of knowledge-which is why Family Flooring in Chesapeake prides itself on guiding customers toward what they need in terms of quality and affordability.

"We are personable and customer-oriented,"owner Tony Johnson says. "At our stores, you have someone you can­ talk to. And we know what we are talking about. We don't stock anything that isn't the best for the money."

For instance, luxury vinyl planking (LVP) is all the rage, according to Tony. Choosing the right product can be confusing because it comes in many patterns, widths, colors, and thicknesses. Knowing what to buy for personal style and daily use is important. That's why Tony and his sales staff are there to pass on lessons they have learned from experience.

For example, the "wear layer"on luxury vinyl planking ranges from a very thin four millimeters to a better quality 12 mils and a high-end 20 mils. "I don't sell anything below 12 mils because the quality just isn't there,"Tony explains. "Twelve is good for kids and pet traffic and should last a long, long time in normal residential wear."

That kind of knowledge and quality control is what sets Family Flooring apart from the others.

"If I don't think it's quality, I don't have it,"Tony says. "We don't have anything to do with products that will cause problems for our customers. People have budgets, and we respect that and work with that, but they still want to get the best quality they can for the dollars they spend."

Tony and his partner Jeff Jechura started Family Flooring in 2004. Retired from the Navy in 1995, Tony went to work for the former New York Carpet World, where he met Jeff. Both felt they could provide better customer service and product knowledge, as well as affordable everyday prices, unlike some less reputable businesses that resort to gimmicks and special sales.

"Regardless of what some might say, there's no such thing as a free installation,"Tony says, laughing. "The installation price is always hidden somewhere in the amount the customer is paying-but the seller isn't telling them that."

What's in with flooring for 2022? Wall-to-wall carpeting in speckled-colors is favored for its warmth and softness in bedrooms. Easy-care luxury vinyl planking and luxury vinyl tile (LTV) are outselling everything else for everyday living areas.

"LVP is growing by leaps and bounds and improving as it goes,"Tony says. "All LVP now has an underlayment, such as cork or rubber backing, for sound-deadening purposes. It's gotten thicker and is of much better quality."

Engineered hardwood remains popular because it's made in layers and does not expand and contract in Hampton Roads' humid, moist climate. "Again, there are different categories for engineered wood,"Tony points out. "I don't carry anything but select and number-one grade because they are milled better, offer longer boards, and provide better color."

Engineered wood can be glued, making it ideal for a slab foundation. Those are the kinds of tips that Tony and his staff pass along to customers so they can make the right choices.  

While the past two years have been challenging business times due to minor hiccups in the supply chain, Tony and his five-member staff have enjoyed two of the best sales years in their 18-year history. Business has been booming at Family Flooring's Great Bridge location and their Western Branch location-which is overseen by Tony's wife, Katherine. "There aren't enough hours in the day,"Tony says, who had just finished helping unload a delivery truck and then scurried to help a customer pick up some material.

Keeping costs manageable means keeping overhead low, and Tony does that by leasing only showroom space for the two stores in Great Bridge and Western Branch. Flooring is ordered, its installation is subcontracted, and both usually happen within a week. Tony also stocks a basic carpet for customers who need something immediately.

Each location sells well-known flooring brands such as Mohawk, Shaw, U.S. Floors, and Mannington-just to name a few. Instead of looking at glossy photos and trying to imagine want the end results might be, customers can touch and examine the actual products for as long as they like while having any questions they might have answered.

Family Flooring is also proud of its long-term, hard-working employees. Many of the 15 installer subcontractors, including Ray Schmitt and Sales Associate Kevin McKenzie, have been with the company since it opened.

While Tony and his store staff do whatever is needed to keep the business humming each day, subcontractors also specialize in what they do best. For Ray, it's hardwood and LVP, while another install may do only carpet.

"They know what they are doing, and I know customers will be happy with the end results,"Tony says.

"Our flooring installers represent some of the best craftsmen in the area,"Jeff adds. "All of them share our basic philosophy-don't stop until the customer is completely satisfied."

Like everyone else, inflation has reared its ugly head at Family Flooring. During the last 18 months, Tony has received 10 price increases from suppliers. Freight has really gone up-double and even triple.  

Even so, he's doing well, thanks to his reputation for first-rate customer service and fair prices. All products are always offered at the same prices to all customers. It's the fair way to do business, Tony believes, because no one feels the pressure to shop on a particular day or sign a contract before a sale ends.

"I'm not here to make a fortune; I'm here to make a living,"Tony concludes. "I don't run sales, and I keep my margins low and realistic. I don't blow prices up and then tell customers it's 50 percent off. I'm here to help them with their flooring needs and send them home happy."