Modular carpet company FLOR opened its first-ever New York store in SoHo today. This is the third brick-and-mortar location for FLOR, which already has stores in Chicago and Santa Monica. More openings are planned — Greg Colando, president and creator of the FLOR brand, gave the press some specifics on where and when…
FLOR's fourth store is planned to open in Atlanta on April 28, and Colando spoke of future stores in Houston, Dallas, Washington DC, Boston, San Francisco, and other US cities. Within the next year or so, the company hopes to open up to 10 new locations.
FLOR's story is one that could only happen in the 21st century. Founded by architectural flooring company Interface, FLOR started as a catalog and web-based business. Their target was the retail consumer looking for an affordable, adaptable rug, and they lent their brand green cred by offering a Return & Recycle Program, in which customers could send their old carpet tiles back to the manufacturer, avoiding the landfill.
As a previously online-only company, they've been able to collect data on where sales are strong, then invest in opening stores where they know they have a consumer base. Colando said that New York is their largest market, and the two-floor Soho showroom is their biggest yet.
The SoHo opening coincides with the launch of the Floresse Signature Collection, a series of carpet tiles made from 100 percent wool. The tiles are softer and denser than previous collections, and the pile is a plusher cut. Full rugs range from $260 to $1,536.
FLOR's SoHo store will be open Mondays through Saturdays from 11 am to 7 pm and Sundays from noon to 6 pm.
Photos: Sarah Coffey, FLOR