When Deb DeGraaf first saw the vacant building that would become her company's new flagship store, she wasn't immediately sold.

"Initially, I was just like, that's going to be too much work," she recalled. The building had sat empty for two years, stripped down to bare sand floors without drywall or electrical. But with encouragement from her team, DeGraaf took the leap – a decision that has transformed both the property and the company's retail approach.

The path to DeGraaf Interiors' new location began with valuable advice from Sam Roberts, owner of Roberts Carpet & Fine Floors in Houston, Texas, who is a fellow member of the National Floorcovering Alliance—an alliance of the largest independent flooring retailers in the country. "He said, if you have one goal as a business owner, it's to own your own property and basically lease from yourself versus having to rent your space," DeGraaf explained.

Taking this guidance to heart, Dean DeGraaf, co-owner of DeGraaf Interiors and the company's real estate specialist, began searching for the right property. After evaluating several locations that were either cost-prohibitive or poorly situated, Dean discovered the promising Ada location approximately a year ago.

The transformation began with a complete exterior renovation featuring new showroom-optimized windows. "We did some transoms to still let in natural light but also give me walls to put displays on," DeGraaf said. The company invested heavily in landscaping for the highly visible corner location, earning immediate community praise.

"The minute our sign went up that said DeGraaf Interiors was coming soon, it was just mind-boggling to me: strangers were reaching out saying, ‘Thank you for fixing this building,’” DeGraaf said.

Inside, the new location features over 40 different installed products, carefully designed to help customers visualize possibilities. "We put in a fake shower showing line drains, center drains, every type of niche, lighted niche, heated floor," DeGraaf said. A model kitchen showcases different sink installations and edge profiles.

The bathrooms also became showpiece inspiration spaces. "In our two bathrooms, we went all out with tile. In one of them, we did all the walls in tile and used 3D tile from Wow," DeGraaf said. "We almost want to leave our bathroom doors propped open so people in the showroom can see these bathrooms because they're so impactful.” She said one customer purchased tile based on the bathroom inspiration for their project.

Wide walkways—up to six feet compared to their previous three-foot standard—create an open, inviting atmosphere. The attention to customer experience extends beyond product displays. A Miele coffee maker offers everything from lattes to espressos, while a scented candle warmer creates an inviting atmosphere.

"If they're enjoying a nice cup of coffee in the morning or a nice glass of wine if it's after three o'clock while they're shopping for flooring... Let's create an experience," DeGraaf emphasized.

The new space prioritizes staff comfort and efficiency, with nine-by-nine-foot offices for salespeople and a private office for the manager. A dedicated designer area welcomes interior designers to use the space for client meetings. "Many designers work out of their homes... This gives them a spot other than a Starbucks coffee shop to sit and meet with their clients," DeGraaf noted.

Importantly, DeGraaf’s Ada team was involved in showroom decisions. "The pride that those ladies have with what went down on the floor…I can tell that was huge to them," DeGraaf shared.

The expansion represents significant growth from DeGraaf's original 1,800-square-foot boutique. The new showroom showcases emerging trends, including a revival of warmer tones, more wool carpeting, and laminate flooring.

"Laminate kind of went by the wayside for a little bit, but now all of our salespeople are understanding and just seeing that there is a lot of value in laminate. The technology has come a long, long way," DeGraaf observed.

While up double digits this year, DeGraaf remains open-minded about future opportunities. "We don't have any intentions of adding any additional locations or have any deep desire to expand our geographical reach, but God has surprised me before," she reflected. With increased advertising, including billboards, digital marketing assistance through Mobile Marketing, and positive community response, the company anticipates continued retail and builder volume growth for the coming year.

The new Ada location represents more than just a larger showroom—it's a testament to how flooring retail can evolve to meet changing customer expectations while maintaining strong community connections.