The Floor Store's San Francisco showroom is the retailer's latest location to be named an Elite Retailer by Armstrong World Industries.

In addition to the San Francisco location, The Floor Store currently has Elite showrooms in Dublin, San Rafael, Richmond, Pittsburgh, Concord and Santa Rosa—all in California.

Armstrong Elite flooring showrooms display the broadest selection of Armstrong flooring in every product category. These hand-selected retailers receive the best of Armstrong’s training, showroom displays and product offerings, according to the company.

“As a retailer, we always want to be on the cutting edge of positive change in the flooring industry. Becoming an Elite Retailer has helped give us that opportunity,” said Larry Flick, president of The Floor Store.

The Floor Store was founded with a single location in 1983. Since then, its business has grown beyond the original store in Richmond, Calif., to include eight separate locations. Spread throughout the Bay area, the showrooms offer customers the ability to browse an enormous selection of carpeting, area rugs, hardwood, vinyl, laminate, natural stone and tile.

“As a company, we have grown and thrived over the last few decades. We attribute our success in large part to the fact that customer satisfaction is our top priority. We pride ourselves on offering a level of customer service that large retailers can’t match,” said Flick. “As a family-run business, we also value our employees. Some of our associates have been with us since the doors opened. We believe that the dedication and commitment our associates demonstrate is the best in the industry.” 

According to Armstrong’s Steve Staikos, national sales manager-strategic accounts, The Floor Store’s dedicated, loyal and knowledgeable staff makes a difference. “Everyone’s goal at The Floor Store, including sales, installation and operations, is to make sure each customer is satisfied and has a pleasant shopping experience. They succeed at every level.”

For more information, visit and