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
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Does anyone know where this can be sourced in Canada? Particularly east of Montreal?
@kylala - if Flor doesn't ship to Canada, you can use a service like myusaddress.ca to either collect the shipment at the border in the US or have it transported into Canada and to your home.
Are they actually going to start selling things in the stores? At the Santa Monica location they don't sell anything except samples. They supposedly offer design advice but the people there when I went were not very helpful. It's nice to see the designs in person but I would also love to avoid the crazy shipping charges. I just spent over $700 on a rug and had to spend $100+ for shipping. Lame.
I just checked the shipping to Canada and they do ship! yah for us Canadians!
Here's the link:
http://www.flor.com/shipping-information-canada
I thought they had a distributer
in the Distillery District in Toronto?
Love love love FLOR. Thrilled about more brick and mortar locations popping up.
I was there! The Hor d'oevres were fantastic!
I am so excited! I've been staring at their website for months while waiting for my move next month. I work in Soho so now I can walk over to see the samples.