• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • Product Spotlights
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP
Shows and Events for FlooringBusiness InsightsQ&A on Flooring

Independent Retailers as Disruptors

John Gilbert presenting at Carpet One Summer Convention
Gilbert says digital investments will change the shopping experience for consumers.
John Gilbert
John Gilbert, president, Carpet One Floor & Home.
John Gilbert presenting at Carpet One Summer Convention
John Gilbert
September 19, 2019

John Gilbert was living an idyllic retirement as a gentleman farmer in Vermont when he received the call: would he be interested in running the Carpet One cooperative? “I’m not from a flooring background, so I was reluctant to engage,” he said. However, half a year into the initiative, he’s says he’s happy he took the leap. We spoke with Gilbert at the Carpet One Summer Convention where the former president of Romano’s Macaroni Grill and former CEO of Famous Dave’s shared a bit about what he’s learned and what’s in store for the independent flooring retailer. 


FT: What prompted you to get into flooring? 

Gilbert: So, my wife and I have this farm in Vermont. We were going to be like gentleman/gentlewoman farmers until that lasted about six months. This is really hard to do. These are fruit trees—the easiest kind of farming. It wasn’t to make money;  it wasn’t a brilliant for-product venture, although it’d be nice to make a little bit, but I was just horrible at it. I was trying to do organic apples and my apples were all gnarly, bitten and diseased. I got a call about this job, and I am not from a flooring background. I was very reluctant to engage, or I wasn’t really sure if I wanted to go back to work. 

I think my wife was one of the catalysts, but what was transformational for me was two things: one was the nature of the co-op. It’s like capitalism with a conscience, and I’m a capitalist. I liked that I could help members be more of who they want to be, not by some kind of command structure, but by being a peer, helping them with some of my experiences. The second was really the idea that this is an industry that felt like it was ready to be disrupted. 

For part of my career, I was CEO for several turnaround situations getting disrupted—a very painful cycle. I want to get it back; I want to be the disruptor. I feel like the small independent retailer is in a good position to disrupt almost any industry. There’s a lot of momentum towards local and independent and specialization that I’ve seen in other industries and I feel like it’s present here. 


FT: What can flooring retailers do to disrupt the market?

Gilbert: There’s a real hunger to understand how to connect with the next generation of flooring shoppers. They’re not going to shop like their boomer parents, Gen-Xers, uncles and aunts did. They’re going to do shopping a whole different way, like they are in every other category, so that’s cool. On the other hand, millennials are people, and there’s a human connection. There’s that sort of dialogue, and a big influence, big investment. There’s the measurement, there’s the installation. There are some sort of barriers to disruption. If we own that and can prevent others from getting in our space while meanwhile disrupting and enhancing ourselves. 


FT: What does that look like? 

Gilbert: We have some proprietary ideas around how we are going to disrupt…a lot of those enhancements are going to come from the digital side. There are investments required. There is a combination of things that we’re launching, some of which are not particularly proprietary, some of which are highly proprietary — things that no one has ever done in this industry, or any other industry, that I’m aware of. It’ll be obvious what it is fairly quickly, and it is different, and it will be noticeable.


FT: We spoke to some retailers who say one of their biggest hurdles is the speed of getting jobs installed. Where do you see opportunities for disruption there? 

Gilbert: We’ve done a lot of research, and some aspects are immediately valuable. The idea of not having somebody come into my home to measure it, but still having an accurate measurement — I think that’s something consumers would want. There are lots of people who don’t want other people in their home. It’s intrusion. There are devices out there today that allow you to stand in the middle of your dining room to measure the room, and that gets loaded up to the cloud and then downloaded to the installer. The question about fast installation has come up a bunch. There are a lot of consumers who really want it done right; they don’t necessarily want it done fast. I do think there’s going to be this trade-off, but if everything’s equal, I don’t think there’s any question: do everything instantly, do it for me, and do it on my terms. I think for most shoppers, and younger shoppers, that’s what they want.  


FT: We hear a lot about experiential retail. How much do flooring retailers need to invest to create a shopping experience? 

Gilbert: That’s a good question. I think the primary investments will be digital. If you kind of did a forced ranking of the kind of fun, analog retail experiences, or brick and mortar retail experiences, we’d be way down at the bar. Car dealerships would have been way down in the bottom one time ago. I think buying a car now has kind of gone up in terms of how easy it is and fun it is. So maybe there’s some patterns here that we could look at and borrow from. I do think there is some required investment in the stores to make them more user-friendly and less cluttered and more consumer self-directed. I’m fascinated by the consumer taking more control even in our stores. I still think there are a lot of consumers, millennials specifically, who don’t want a sales pro if they don’t have to have one. It’s true in other places—I haven’t bought a car through sales pro in 15 years—it’s all digital, right? All those patterns I think are relevant and relevant to us and present with our customer base.

KEYWORDS: business management flooring retailers

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Flooring Installation Products
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Floor Coverings
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

More Videos

Popular Stories

Schluter waterproofing system

Waterproofing Wet Areas: Three Essential Methods to Protect Your Bathroom and Shower Installation

AHF Products CEO Brent Emore

AHF Products Names Brent Emore CEO

Starnet 2025 Carlsbad CA

Future-Proofing Success: How Starnet Members Are Building Resilient Flooring Businesses


Download the Free Moisture Meters Guide

Events

June 9, 2025

NeoCon 2025

A trade show for the commercial interior design industry.

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Investing in your Business

What's Your Top Business Investment Priority for 2025?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • US flooring market

    Why 31st Street Capital is Buying Independent Flooring Retailers

    See More
  • Justin Atcheson

    Independent Retailers Selling Flooring Online

    See More
  • WFCA Searches for New Exec Dir of CFI.jpg

    WFCA Advocates for Flooring Retailers Under New Independent Contractor Rule

    See More

Events

View AllSubmit An Event
  • September 14, 2013

    14th Annual - George Buckhardt Memorial - Fundraiser

    The 2013 Memorial Fundraiser is dedicated to all installers in need.
View AllSubmit An Event
×
Gilbert says digital investments will change the shopping experience for consumers.
John Gilbert, president, Carpet One Floor & Home.

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP