Ultimate Flooring -- business success found under foot

By Jill Bock

Special to Business Today

SIKESTON - Darrin Johnson knew he wanted a challenge.

After nine years of working for another Sikeston business, he opened Ultimate Flooring Inc. Located inside the House of Color at 311 E. Malone Ave., Ultimate Flooring provides complete lines of flooring from carpeting to hardwood to stone.

"I wanted to offer the customers something different, a place they could get something unique without having to drive 150 miles," said Johnson about his new business venture.

Within the maze of aisles which creates Ultimate Flooring, that difference becomes apparent. Rack after rack displays the selections customers have with a variety of lines in carpets, vinyls and laminates. The store is a Bruce Master Showcase Dealer providing a selection of hardwood flooring and is the exclusive dealer in Sikeston for Dal Tiles.

"We have a lot of the hard-to-find products - granites, marble, natural stone - along with decorative tiles and glass tiles," said Johnson. "We have what customers can use to make their homes or offices unique."

While some customers prefer to weave through the aisles, checking the selections and getting ideas, Johnson said others may bring a decorator in with them and some just head for the counter. According to the owner, he and his experienced sales staff talk with customers to determine which flooring will best fill their needs then will help guide customers to the products which is the best fit.

Once the product is selected, Ultimate Flooring's staff goes to the job site to take measurements before providing a cost estimate. Also the company has its own installers for all flooring products offered.

"We can take care of everything. If there is a problem, the customer doesn't have to track this person or that person down, they can call us," said Johnson. And, he continued, he and his staff will work to make sure the job meets the customer's expectations.

"The customers are the most important part of this business," said Johnson. "We want them to be proud of whatever they have chosen. We want them to be pleased that they have made their house better, prettier and the work was done locally."

Since their April 21 opening, Johnson said business has been even better than he has expected. He estimated Ultimate Flooring has provided flooring to customers in communities within a 50-mile radius of Sikeston including Portageville, New Madrid, Benton, East Prairie and Charleston. They have even gone to Kentucky Lake to install flooring for a local customer's cabin.

Noting that those browsing the store's selection often comment on costs, Johnson cautions that cheapest doesn't always mean the best buy. He advises buyers to consider quality, to look at the warranties (nearly all of the products carried by Ultimate Flooring offer 10-year guarantees and some have 25-year warranties) and to double check the measurements to be sure they are done properly.

"Then check the bottom line, what the total job will cost. That is the most honest way to compare flooring costs," he said.

By locating two businesses under one roof, Johnson explained House of Color and Ultimate Flooring offer customers a complete selection of decorating needs.

"They can decorate their whole house from here - find their blinds, paints and wallpaper at The House of Color and their floors at Ultimate Flooring. It is one-stop-shopping," he said.

As a new business owner, Johnson has high praise for those he has done business with locally. He noted he has received advice and help along the way along with personal support.

"I'm dealing with friends and getting to make new friends," he said. "This is a great place to live and work. I wouldn't have it any other way."

Jill Bock is editor of the Standard Democrat in Sikeston.