The Flooring Company: Pros, Cons, and Buying Guide

Shopping for new floors means sorting through dozens of retailers, each promising the best selection and price. The Flooring Company is one of the regional specialty retailers that positions itself between big-box stores like Home Depot and high-end designer showrooms, offering a curated product line with full installation services. This guide covers what you can expect on price, warranty, installation quality, and where this type of specialty retailer wins or loses against the competition.

What Specialty Flooring Retailers Offer

Unlike big-box stores that stock flooring alongside lumber, paint, and plumbing, specialty retailers focus exclusively on floors. That means trained sales staff who know the differences between 20-mil and 12-mil wear layers on luxury vinyl plank, can explain AC ratings on laminate, and keep accurate lead times for special-order materials.

The trade-off is that specialty pricing usually runs 10 to 20 percent higher than the equivalent product at Home Depot or Lowes. In exchange you get product expertise, dedicated installation crews, and easier returns or claims when something goes wrong.

Typical Product Lines

A mid-sized flooring retailer typically stocks:

• Hardwood: Solid and engineered oak, hickory, maple, and walnut in widths from 3 to 7 inches
• Luxury vinyl plank (LVP): 12-mil to 30-mil wear layers, click-lock and glue-down
• Laminate: AC3 to AC5 ratings, 8mm to 12mm thicknesses
• Tile: Ceramic, porcelain, and natural stone in 12×12 through 24×48 sizes
• Carpet: Broadloom and carpet tile in nylon, polyester, and wool

Brands vary by location but usually include Mohawk, Shaw, Mannington, Karastan, Bruce, and Armstrong, along with private-label lines that are rebadged versions of name-brand products at slightly lower price points.

Pricing Expectations

Expect $3 to $5 per square foot installed for entry-level LVP, $5 to $9 for mid-grade, and $9 to $15 for premium products with thick wear layers. Solid hardwood runs $8 to $18 per square foot installed depending on species. Engineered hardwood typically costs $6 to $14 per square foot installed.

Carpet starts around $3 per square foot installed for builder-grade polyester and climbs to $12 or more for premium wool. Tile installation with a standard subfloor runs $8 to $20 per square foot depending on tile cost, pattern, and prep work.

Installation Quality and Process

The biggest reason to buy from a specialty retailer instead of a big-box store is the installation. Big-box installers are usually subcontractors paid by the piece, which incentivizes speed over quality. Specialty retailers typically use dedicated crews who do only flooring day in and day out.

A quality installation crew will check subfloor flatness with a 10-foot straightedge, moisture-test concrete slabs with a calcium chloride kit, acclimate hardwood for 3 to 5 days before install, and use proper underlayments matched to the product. Ask which of these steps are included before signing a contract.

Warranty and Protection Plans

Manufacturer warranties on flooring range from 10 years for entry-level products to lifetime residential coverage on premium lines. Retailer warranties on installation typically add 1 to 5 years of labor coverage for issues like lifting edges, seam failures, or squeaks caused by installation errors.

Extended protection plans covering accidental damage (spills, pet stains, scratches) usually cost 3 to 8 percent of the installed project and work like insurance policies. Read the exclusion list carefully since most plans deny claims for floods, abuse, or improper cleaning products.

How Specialty Stores Compare to Big-Box

The Flooring Company and similar specialty retailers win on expertise, product curation, and installation quality. They lose on price transparency and convenience. Big-box stores win on price, inventory availability, and extended hours.

Direct-to-consumer online sellers like LL Flooring (formerly Lumber Liquidators), Floor and Decor, and Wayfair sit in the middle, offering lower prices than specialty stores but requiring you to coordinate your own installer. Online purchases also make warranty claims harder if problems appear after install.

Questions to Ask Before Buying

Before signing a contract, ask for:

• A written estimate with SKUs, quantities, and unit prices itemized
• The installer’s credentials, including NWFA or CFI certifications
• Moisture testing documentation for slab installations
• A written acclimation schedule for hardwood products
• A sample of the actual batch you will receive
• Warranty paperwork in writing, not just verbal promises
• Payment terms (avoid 100 percent upfront)

Any reputable retailer will provide all of these without hesitation. If you hit resistance on any item, that is a signal to get a second quote elsewhere.

Pros of Buying from a Specialty Retailer

You get experienced salespeople who catch errors before they cost you money, such as specifying an engineered floor below grade instead of a solid floor that will cup. You get crews who show up when promised with all the right materials. You get a single point of contact when something goes wrong, instead of being bounced between a manufacturer and an independent installer.

Cons to Consider

You pay a premium of 10 to 20 percent over big-box pricing for the same manufacturer and product SKU. Selection is narrower because specialty stores cannot stock the breadth of inventory that a national retailer can. Some locations push in-house private-label products harder than major-brand alternatives because the margins are better.

Is It Worth the Price Premium

For a straightforward install like click-lock LVP over a flat subfloor, the big-box price advantage often wins because the install is nearly foolproof. For hardwood over an old subfloor, stone tile in a wet area, or carpet with patterns that need matching, the specialty retailer’s expertise usually justifies the higher cost. Get at least three quotes: one from a specialty store like The Flooring Company, one from a big-box store, and one from an online seller with an independent installer. Compare all-in pricing, warranty terms, and the installer’s track record before committing.

Financing and Payment Options

Most specialty retailers offer financing through Wells Fargo Home Projects, Synchrony, or GreenSky. Promotional terms like 12 or 18 months no-interest are common if the balance is paid off in full before the promo ends. Deferred-interest plans can sting if even a small balance remains at the end of the promotional period, so set up autopay to clear it in time.

Cash or check often qualifies for a 3 to 5 percent discount because the retailer avoids credit card processing fees. Ask directly about this discount when negotiating the final price.