Opened for about a year, this iFloor store in Seattle is one of four units currently in operation. The company's merchandising approach (inset) involves few stores fixtures.

"We believe our niche is addressing the frustration gap that we see when people begin the process of shopping for new flooring," said Simonson, who operated his own flooring store for seven years before launching iFloor.com in 1999. "People often begin the process of shopping for flooring but they get frustrated and give up. We are able to provide them with the information resources to address their frustration."

While Simonson said the expansion plans have not been finalized, he noted that opening a unit is much simpler than launching a traditional floor covering showroom. Aside from a few banners and products stacked neatly on the floor, the stores have few amenities or fixtures. "Basically we just have to turn the key and we're open." said Simonson.