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100-year-old Floors Etc. opens new Timonium outlet

6-29-17 TIMONIUM, MD- Isaac Rosenberg, co-owner of Floors ETC showing off some of their high end luxury samples in their main showroom. (The Daily Record/Maximilian Franz)

Isaac Rosenberg, co-owner of Floors Etc. shows off some of their high-end luxury samples in the company’s main showroom. (The Daily Record/Maximilian Franz)

Floors Etc., one of Baltimore area’s oldest family-run businesses, has a new headquarters.

Their new 100,000 square-foot digs in Timonium include a showroom that boasts everything from water jets to a rug customization room, as well as warehouse and office space. Co-owner Isaac Rosenberg calls it “the most unique showroom in Maryland.”

The flooring company, which is over 100 years old, has been in Rosenberg’s family for five generations, he said.

The community plays a central role in their business, he said. The company already had a store in nearby Pikesville.

“It’s different if you’re going to see your customer on the street or in the bagel shop,” he said. “It’s not only business, it’s pride. We’re a member of the community, we’ve been around Pikesville forever.”

How has the company kept pace with the competition all these years? Rosenberg attributes it to his family’s century-old “timeless expertise” and no shortage of luck.

“When you’re involved with a business from a young age it becomes part of your life. I think every generation brought something new to the business. We’ve been lucky I guess. A lot of it was luck,” he said, chuckling.

Manager Olesya Filippova chalks it up to the relationships they’ve built with their suppliers and customers.

6-29-17 TIMONIUM, MD- Alex Microshnichenko, Floors ETC Outlet manager, taking inventory in their carpet tile area of the new outlet showroom. (The Daily Record/Maximilian Franz)

Alex Microshnichenko, Floors Etc. outlet manager, takes inventory in the carpet tile area of the new outlet showroom. (The Daily Record/Maximilian Franz)

“We have both residential and commercial divisions and with those our buying power is greater than any other retailer could imagine,” Filippova said.

Their relationships grant them access to cheaper, closed-out inventory, discounts they pass on to their customers, Rosenberg said.

“That we have access to their closed-out inventory and are able to offer it to our homeowners and do-it-yourself-ers just adds a final touch to our overall company,” Filippova said.

Floors Etc. boasts customers as large as Washington D.C.’s Trump Hotel and as small as Pikesville homeowners looking for an affordable area rug. The new outlet is meant to cater to residential and DIY customers, according to a press release.

The company offers online ordering, as well as next-day local delivery and installation. While it faces competition in each of these individual sectors, Rosenberg said, few others match its holistic service.

“Not many companies do what we do,” he said.

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