• 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

Retailer Spotlight: Jeff De Rojas Looks Ahead with CW Floors

By Michael Chmielecki
September 8, 2011
CW Floors offers a wide range of hard and soft surface flooring and accessories.


San Antonio Carpet World has been a well-known flooring retailer in Texas for going on four decades. When Jeff de Rojas was named president and coo of the company in 2007 after it was acquired by the Feik family of businesses a year earlier, he immediately set out to recreate the company.

“When I arrived, it was a brand that had been around for quite some time, and it was built on volume and commodity-based goods. Sort of a ‘come on down, nobody beats our prices’ warehouse atmosphere,” de Rojas explained. “There wasn’t necessarily any climate control or a nice customer atmosphere.”

Jeff de Rojas

His first order of business was to clean up the two existing stores. He also put together a rebranding campaign, changing the name of the company to CW Floors so customers would realize the stores offered a full range of hard surfaces as well as carpet. The company has also added window coverings and countertops to its lineup.

“The rebranding was pretty challenging,” de Rojas acknowledged. “We built our business on a certain brand with a certain range of demographics, and we didn’t want to lose our customer base. We also didn’t want to raise the brand so much that it would scare anyone away. We wanted to elevate it just enough to appeal to other demographics that weren’t being served at the time.”

He said he prepared customers for the change early, talking about the transition about a year and a half before the name of the company changed. “We tried to educate people and make the two brands synonymous during preparations,” he noted. “We also didn’t completely dispose of the old brand. We’ve maintained that brand at one of our locations.”

De Rojas also opened two new stores. One of them is a design center near San Antonio’s country club communities. “We wanted to develop something where designers can present products one-on-one with their clients. It’s a standalone store with our smallest footprint, and it does not carry any inventory.” He said the idea behind the location is to get designers and clients talking through ideas, so they will then visit a CW Floors store to make their purchase.

CW Floors runs a total of four stores in Texas.

The company has also opened a commercial division. “With our buying power and our brick and mortar [presence] of almost 100,000 sq. ft., we felt that people used to dealing with wholesale bid companies might be more apt to give us an opportunity.” De Rojas said the new division has landed the company jobs in restaurants, schools and even airports.

To support local businesses, CW Floors also sources locally from vendors for many of its products. “It’s important to me to make sure that we support other businesses locally or at least in the state of Texas,” de Rojas explained. “We of course still give attention to the big flooring brands, but whenever we have the opportunity to sell a smaller vendor, we try to run with that.”

De Rojas is also moving forward with a new idea: a mobile design showroom. “We will have a design consultant travel around in this showroom, and they’ll be able to show the customer everything we have in our stores, all the latest and greatest trends.” He is putting the finishing touches on the first mobile design showroom, and hopes to have a fleet of 12 vans outfitted as mobile showrooms in the next year.

Share This Story

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

Michael chmielecki 200px

Michael Chmielecki wrote about the floor covering industry for BNP Media for more than ten years. As editor of Floor Covering Installer and senior editor of Floor Trends, he always sought ways to better connect and inform the installation and contracting community. Mike has a degree in journalism from the University of New Hampshire.

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...
    Installation How-To
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Flooring Installation
    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

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

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

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

kitchen floor

Regrouting Caution for Cement Grouts

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

Flooring Groups

Flooring retailers, do you belong to a buying, marketing or franchise group?
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

  • With fashion-forward floors, Surfaces '07 to lure designers

    See More
  • Innovation and laminate floors: Manufacturers add to their lines with a little help from technology

    See More
  • Laminate Floors Evolving With New Styling, Technology

    See More
×

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