Printer Friendly


Byline: Jennifer Quail

ST. LOUIS-The first franchise location for The Floor Trader, the latest retail concept to come from CCA Global Partners, is up and running in Hiawatha, Iowa, and another 20 locations across the United States are scheduled for opening by 2008.

Already, deals have been signed and confirmed for locations in Mobile, Ala.; Denver; and Ardmore, Okla., each slated to open by early 2007. The Floor Trader's corporate headquarters is located here.

The Floor Trader bills itself as the next generation of floor retailing. Its mission is to offer more than 3,000 flooring products from around the world, cater to customers looking for great values, and provide a large selection of in-stock inventory along with a fast and easy shopping experience. Stocked flooring products include carpet, laminate, ceramic, hardwood and vinyl floors.

"The Floor Trader is a model that today's customer wants," said Eric Demaree, president of The Floor Trader. "A clean, uncluttered, well-organized presentation of in-stock flooring products." Demaree described the shopping environment as "visually exciting, easy to navigate, comfortable to shop in and one that gives customers confidence."

A 29-year veteran of the flooring industry, Demaree took on the role of president in November 2005 to develop The Floor Trader brand and expand it nationally. He previously held executive positions with The Home Depot, Tuftex Industries and Royalty Carpet Mills.

To establish store models for The Floor Trader, Demaree and CCA Global looked to two other outlet models that had been operating under the CCA Global brand for some time: Stone Mountain and GCO Flooring. The resultant plan o grams were created to maximize efficiency and navigation in all areas, including display, inventory and replenishment. Thanks to a global direct distribution system, stores are able to stock large selections of flooring from around the world, including Brazilian hardwoods, Asian bamboo, Italian porcelains, European laminates and traditional carpets from Dalton, Ga.

Chris Gewehr, director of marketing for The Floor Trader, said the company's concept is "taking the knowledge of the Stone Mountain and GCO businesses and going to the next step to rethink the business model." It was decided one aspect of flooring that really deserved focus was hard surfaces. Noting the hard surface category is "growing rapidly," Gewehr said Stone Mountain and GCO "had been doing hard flooring, but not in a huge way." The company also decided to go with a "no-frills, warehouse-style environment to keep the overhead down," Gewehr added. "It's all to make it easier for the customer."

The actual format for the stores ranges from a small, "metro store size" of 7,800 square feet, to larger "destination stores" of 15,000 to 20,000 square feet. Gewehr said they are working on a "hub-and-spoke concept" where the smaller stores would be linked to larger stores in their area and be able to sell off the larger unit's inventory. For example, to save space, a metro store could show a sample of available carpet and sell it based on rolled carpet inventory at a larger destination store.

Currently, the management team is in the process of transitioning some existing Stone Mountain and GCO locations to Floor Trader stores. Going forward, Gewehr said all new outlet locations for CCA Global will be under The Floor Trader name.

"We showed [Stone Mountain and GCO owners] The Floor Trader concept and asked them, 'What can you use today?'?" Gewehr said, adding some aspects of the transition have already been put into effect in many stores and the retailer has developed "phases" to effectively roll the stores over to the new concept. Other existing locations, he said, are considering making the change as well.

Caption(s): The Floor Trader plans to open 20 new locations across the United States by 2008. /

Eric Demaree, The Floor Trader: "The Floor Trader is a model that today's customer wants."
COPYRIGHT 2006 MacFadden Communications Group LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2006 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:CCA Global Partners Inc.
Author:Quail, Jennifer
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Geographic Code:1USA
Date:Sep 11, 2006

Terms of use | Copyright © 2018 Farlex, Inc. | Feedback | For webmasters