FLOR’S THIRD CALIFORNIA STORE OPENS ITS DOORS
Innovative home décor brand brings inspiring design to West Hollywood
Chicago, IL, April 12, 2012 –FLOR, Inc., creator of beautiful, responsible modular floorcovering, announced today the opening of its newest retail location in West Hollywood. Located at 9020 Beverly Boulevard, the heartbeat of Los Angeles’s design community, the FLOR store offers consumers a chance to experience the beauty and flexibility of this premium design system up close and in person. After recently opening a store in San Francisco and having a retail location in Santa Monica since 2010, FLOR is taking its cache across town where discerning design enthusiasts and a strong and loyal customer base can be found.
“We are thrilled to be a part of what many consider the design and fashion epicenter of the west coast,” says Greg Colando, president of FLOR. “Some of the most influential trendsetters in the industry have set up shop in this neighborhood, making this the ideal location to showcase FLOR as the smartest, simplest and most responsible design solution for the home.”
With the opening of the 1400-square-foot West Hollywood store, FLOR marks its ninth national retail store – joining their flagship store in SoHo, Brooklyn, Chicago, San Francisco, Santa Monica, Atlanta, Dallas and Houston - moving them closer toward delivering the FLOR brand experience to design admirers all across the country.
Visitors to the West Hollywood store will be able to interact with the full range of inspiring colors, patterns and textures available in FLOR’s innovative system of 50cm (19.7-inch) carpet squares. Customers are invited to experience just how easy it is to redefine any space by mixing and matching FLOR styles to create custom rugs, runners and wall-to-wall designs of any length, size or shape.
THE FLOR EXPERIENCE
FLOR’s West Hollywood store is designed to motivate, educate and inspire visitors to explore how the beauty and adaptability of the FLOR premium design collection can enhance their décor. Customers are encouraged to actively participate in the creation of their FLOR rug by using a specially-designed grid on the floor that allows them get a sense of the size and scale of their rug concept. Pages from the FLOR catalog are brought to life on the walls to help visitors visualize how FLOR can fit any décor.
For those desiring more assistance, the store will have a team of experienced FLOR design consultants available – either in-store or in-home through specially-scheduled appointments – to help choose styles, coordinate colors and answer questions on care or assembly. Customers may also take advantage of FLOR’s Professional Installation Services program and schedule an appointment to have a preferred professional installer visit their home to help assemble their rug, runner or wall-to-wall installation.
"We want visitors to our West Hollywood store to immerse themselves in FLOR’s world of design,” says Chip DeGrace, vice president of creative strategy at FLOR. “They will get a chance to interact with the product, view the expansive color palette and design something truly unique.”
Information located throughout the store communicates the company’s commitment to sustainability, such as the use of renewable and recycled materials in FLOR products and the company’s Return & Recycle Program, through which FLOR takes back old FLOR squares to be recycled into new products. Consumers are encouraged to drop off their old FLOR squares in person. It’s all part of the company’s ongoing commitment to responsibility from design and manufacturing to reclaiming and recycling old FLOR into new. The design of the West Hollywood store is also in keeping with this responsible design philosophy, featuring energy efficient lighting, HVAC and mechanical systems, environmentally conscious wood floors, maximum use of natural lighting through floor-to-ceiling windows and paperless receipts.
West Hollywood store hours are Monday – Saturday 10:00 a.m. – 6:00 p.m. and Sunday, 12 noon to 6:00 p.m. For more information visit www.FLOR.com. For design inspiration, visit our blog at www.FLOR.com/blog.
About FLOR
Launched in the spring of 2003 as part of the Interface, Inc. family of companies, FLOR is an innovative design system of coordinating 50 cm (19.7-inch) carpet squares that allows people to mix and match colors, patterns and textures to create custom rug, runner or wall-to-wall designs. FLOR’s unique modular system offers inspiring floorcovering solutions for any space in a way that is beautiful, adaptable and environmentally responsible.
FLOR’s dedication to beautiful design includes a commitment to the environment: Truly great design aims to create more sustainable living solutions that are beautiful for the Earth. Because FLOR cares about the planet and its future, it seriously considers its footprint in the design, manufacture and, ultimately, in the recycling of FLOR tiles to create new products. Learn more at FLOR.com/sustainability. FLOR is part of parent company, Interface’s, Mission Zero initiative – a promise to eliminate any negative impact its family of companies may have on the environment by the year 2020. Learn more at InterfaceGlobal.com/sustainability.
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Patrick Skertich
FLOR | PR
708-860-8402
pskertich@flor.com
FLOR is an innovative design system of coordinating 50 cm (19.7-inch) carpet squares that allows people to mix and match colors, patterns and textures to create custom rug, runner or wall-to-wall designs. FLOR’s unique modular system offers inspiring floorcovering solutions for any space in a way that is beautiful, adaptable and environmentally responsible.
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