For more than 55 years Empire Today has provided homeowners with carpet and flooring installations but what they’ve never had is a physical retail space. That changed this past January with the opening of Empire Today’s first-ever retail stores, two of which are located on Long Island.
The carpet and flooring industry giant opened three stores, one in Fairfax, Virginia, one in Commack, Long Island and one in Westbury, Long Island.
“Empire Today is using its 55 years of shop at home experience to create a better kind of flooring store,” Keith Weinberger, Empire’s chief marketing officer said. “Empire Today wants to take the stress out of getting new floors. Empire’s new stores will have a personal flooring specialist who collaborates with customers throughout their project, a hand-selected product assortment, special warranties, and Empire’s great pricing and specials.”
Empire Today executives and local residents of Commack, Long Island get a first look at the new retail store, located at 6037 Jericho Turnpike, Commack, NY and now open for business. Image: Empire Today
Long Island and Fairfax, Virginia each have a high percentage of homeowners and are the company’s two largest markets making them ideal locations for Empire Today’s foray into retail locations. In each of the three stores, Empire Today created neighborhoods of products. Similar products across budget levels grouped together in the store so those who know they want a solid, tightly woven carpet will find all their options next to each other instead of organized by brand. The products in each neighborhood are arranged by increasing price almost as one would find at a wine boutique.
Empire Today executives and local residents of Westbury, Long Island get a first look at the new retail store, located at 49 Old Country Road, Westbury, NY and now open for business. Image: Empire Today
For those that don’t know what type of carpet or flooring they are looking for personal flooring specialists at each store will meet with customers to understand their needs, recommend products and provide samples. The personal flooring specialists start by asking a simple question ‘how do you live life in that room?’ from there they help the customer through the entire process including visiting their homes to take measurements and schedule installations. With a warehouse in Islandia many of the carpets and flooring can be installed the next day
“We wanted to create an environment that takes the confusion out of the process,” Paul Carter, executive vice president of operations at Empire Today said.
According to Carter, Empire Today spent two years researching and talking to customers about what they wanted in a store and while they are already noticing things they’d do differently if these stores go well they’ll look into opening up in other markets.