Valley Floor Co. will be celebrating its 30th anniversary in the town of Boston this coming April and business owner Elaine Richter said that she could not be happier about the community she and her husband Bill settled into together. “It’s great here,” she said. “We like drawing customers from all around Western New York.”
The Richters’ previous careers, Elaine’s as a decorator and salesperson for Ethan Allen and Bill’s as a installer, prepared the two to run their own business. Now, having been in Boston going on 30 years, the Richters have seen the flooring business evolve and flourish through changing trends and economies.
Valley Floor Co. provides “almost everything customers need for their floors,” according to Elaine Richter. Shoppers can choose from a large selection of vinyl flooring, carpeting, hardwood flooring, laminate, ceramic wall and floor tiles and more.
The company also does free estimates. Bill Richter will travel directly to customers’ homes to assess the room or rooms in question, measure the floor area and figure out a price. The company offers its customers professional installation, but will work with do-it-yourselfers who want to tackle their projects independently.
“If we do the installing, it will be done a lot quicker and will be done to the manufacturer’s specifications,” Elaine Richters said, but added that the company’s employees will talk DIYers through the process and offer advice. Flooring installations by the Boston business are warranted not only by Valley Floor Co., but by the manufacturer, as well.
Valley Floor Co. carries Mannington, Stainmaster and Tarkett flooring products, as well as Mohawk hardwood and tile. Richter explained that the current trend, what is “really hot right now,” is luxury vinyl tile, which she described as being heavy-duty, with the look of ceramic. Compared to ceramic flooring, luxury vinyl tile, which is grouted, is a “less expensive” option and does not require as much advance preparation.
“They say that ceramic lasts for a lifetime, but people have found that they change their minds. With the luxury vinyl tile, you can change it up without taking a jackhammer to the floor,” Richter said. The luxury vinyl is also not as cold as ceramic, and, because it has more give to it, is easier on feet.
Valley Floor Co. employees work with customers to figure out the best fit for each unique project. “When someone comes in, I’ll ask them about their cabinetry [and] about their counter tops,” Richter said. Customers and employees check out the various flooring options together and select a style based on the customer’s taste, the function of the room in question and the customer’s budget.
“We can work with any budget,” Richter said. “If you are open to different ideas, we can fit your budget.”
In addition to its hard flooring options, Valley Floor Co. also offers a wide variety of Mohawk carpeting. The Boston business, which has been a Mohawk Color Elite dealer for 20 years, was declared the northeast color center dealer of the year last year, by the Georgia-based company.
“Fibers have changed a lot,” Richter said, in describing the carpeting styles offered at her business. Mohawk’s products come with a lifetime no-stain warranty and a lifetime pet urine guarantee.
“They have very durable fibers that are soft and really wear well,” Richter said. Mohawk also offers a variety of textural patterns, which add visual interest to rooms. “Any style out there, we’ve got,” Richter said. The Mohawk brand carpeting selections are available in any area rug size.
Valley Floor Co. has many area rugs in stock, as well as catalogues on hand for customers’ perusal and selection. “They are very reasonably-priced,” Richter said. “They can suit almost any budget.”
A variety of remnants are also available at the store.
The Boston business is currently running a Mohawk fall sale on carpeting and hardwood flooring, which will continue until Nov. 6. More information can be found on Valley Floor Co.’s website, www.valleyfloorcompany.com.
Valley Floor Co. is located at 8909 Boston State Road in Boston. The store is open Monday – Friday from 9 a.m. – 5 p.m, Thursday from 9 a.m. – 8 p.m. and Saturday from 9 a.m. – 3 p.m. For more information, call 941-6564.