STEVEN Rogers is a third generation hardwood floor fitter with his father and grandfather before him perfecting the trade.
Carrying on the family tradition was destined to be for Steven and ten years ago he started his own business, opening up a warehouse and showroom in 2019.
The bespoke flooring business has taken off in recent years with people wanting classic herringbone flooring in their homes.
Here in our latest Trader of the Week feature, Steven tells us how he makes Steven Rogers Woodflooring work, despite not having any business training, and how the company’s success has resulted in a second warehouse and showroom opening near Victoria Park.
What’s the name of the business?
Steven Rogers Woodflooring
What’s the address?
Shop 5
9 Padgate Lane
Warrington
WA1 3RS
Are you the owner/manager?
Yes, I am the owner of the business
When did you open the business?
I started up in the business 10 years ago but didn’t open the shop until 2019. However, we have recently just opened another warehouse and showroom opposite Victoria Park.
Are you local to the area? Did you grow up here?
In my early childhood I grew up in South Africa, but since my early teens I have lived in Warrington and I now live with my wife and two boys.
Tell me a bit about your business
The business is primarily a hardwood flooring business. We specialise in all types of hardwood herringbone and plank flooring, ranging from a standard hardwood floor to bespoke designed hardwood flooring with handmade borders and feature Inlays. We are currently designing a new Ted Todd display room as we are one of their biggest clients and approved fitters. The business also offers a full range of alternative flooring options such as LVT herringbone and plank, laminate plank and herringbone. We also offer a full hardwood restoration service for any tired or worn hardwood floors that either need freshening up, or a complete restoration.
What do you do? What services do you provide?
We provide a fully inclusive supply and fit service. We also do just fit only or supply only, depending what the customer needs. We offer a subfloor preparation service for other flooring contractors, along with bespoke independent inspections and insurance report service to our clients.
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Why did you decide to open your own business?
It’s in the blood! My grandfather was a hardwood fitter, my father is a hardwood fitter and so are my two uncles, so I was destined to follow the family trade. Once I had served my apprenticeship and spent a few years working for other flooring contractors, I decided to start my own business. With the changes within the industry, I decided to open up my own showroom so that I could not only fit floors but offer clients the full supply and fit service.
What’s your business background?
If I’m honest, I don’t have a business background. I’m lucky where I have the support of good people and the backup of a team of professionals such as an accountant, insurance broker and trade suppliers.
How has the Covid-19 pandemic affected your business?
We were already trading before the pandemic, but the shop opened just a year before the first lockdowns, which was tough. During lockdowns, we still managed to generate sales and grow the business and benefitted from government support. Thankfully we seem to be out of it now so hopefully the growth will continue.
What makes your business different to others in the same area/field? What sets your business apart from your competitors?
One word - experience. When we opened the showroom, customers were able to speak to an experienced fitter and got an honest opinion about their flooring choice. They seem to appreciate this and embrace it. With my team, we have a combined 100 years’ experience in the business.
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Why do loyal customers return to your business?
Over the years, we have done work for different generations of the same families. We pride ourselves in customer care and customer service. If, after a number of years, our customers have a problem with their floor, we will go back and resolve the issue, which not many hardwood floor companies do.
What’s next? What do the next few months hold for you and your business?
We are looking to develop and promote our other warehouse and showroom as this is focuses on the laminate, LVT (luxury vinyl tile) products. We are also looking at offering a trade service so we can assist other contractors in purchasing everyday products. We’re still here after going through some of the most difficult times financially in recent years. There is nothing we cannot do in relation to hardwood flooring.
If you would like to be featured as our Trader of the Week, email heidi.summerfield@newsquest.co.uk
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