Floor & Decor Builds Upon Retail Footprint With First NYC Store

Floor & Decor, a retailer specializing in hard-surface flooring for homeowners and professionals, recently opened its first-ever New York City store. The 129,000 square foot warehouse-format store marks the company’s first official entry into the five boroughs, and continues its brick-and-mortar expansion.

In an exclusive interview with Total Retail, Jerry McVeigh, vice president of PRO services, Floor & Decor, discusses the importance of entering the New York market as well as why physical retail is critical to the company's future growth strategy. 

Total Retail: Why is Floor & Decor continuing to invest in brick-and-mortar retail?
Jerry McVeigh: Floor & Decor’s investment in brick-and-mortar retail aligns with our commitment to making sure customers get the best hands-on experience, pricing, and the latest on-trend products.

TR: How does Floor & Decor balance serving the needs of its homeowner customers vs. its construction pro customers, particularly in its stores?
JM: For our Pro customers we have a dedicated Pro team that is staffed Monday through Saturday at our dedicated Pro desk aligned with a separate Pro entrance, including priority Pro parking. The Pro associates are trained to provide a high level of customer service to meet the Pros' needs. These associates along with our Pro services are available to not only assist with the Pros' needs but to also help grow their businesses. We have a dedicated Pro manager just for the Pro customer. We provide delivery, rewards, Pro priority pickup, design services, etc., to make sure we meet our Pros every need. Our stores are staffed with associates across every department to make sure homeowner customers needs are met every day, especially with our in-store design services where homeowner and Pro customers can schedule an appointment or come into the store and receive that one-on-one experience.

TR: What is unique about Floor & Decor's latest store opening in Brooklyn?
JM: This will be the first Floor & Decor store in New York City at a massive 129,000 square feet. We're taking over spaces that were previously held by Buy Buy Baby and Bed Bath & Beyond. This new store will create about 90 local jobs. The store will also operate at extended hours seven days a week, including from 6 am to 10 pm on weekdays. Additionally, the store will carry an on-trend selection of products specific to the New York City market.

TR: Why is now the right time for Floor & Decor to be entering the NY market with a store?
JM: There is a rising trend of city living and renovation projects, and we wanted to ensure that our products are accessible to all customers in the area. Previously, New York City residents would have to head to the suburbs to access our store. However, with the Brooklyn store, residents can access Floor & Decor’s products and services from within their city.

TR: How is Floor & Decor creating awareness and excitement for its new Brooklyn store opening?
JM: We’re excited to have held a grand opening ribbon-cutting ceremony on Mon., May 6, with members from the Chamber of Commerce in attendance. We also hosted a “Best of Block” community day for the Brooklyn and New York community on Sat., May 11, with local food vendors, Mother’s Day flowers, and a $1 million dice-roll challenge for attendees. Members of the media, local influencers, and the community were invited to come celebrate this milestone.

TR: What is Floor & Decor doing to integrate its online and offline sales channels to best serve the needs of both its homeowner and contractor customers?
JM: In Brooklyn, we’ll have extended operating hours throughout the week, including early mornings and late evenings, to accommodate our busy customers. We know life gets busy, so we’re here to help you get your projects started and finished. We’re also providing PRO service managers and a design center to maximize convenience for customers.