3 minute read
‘A WELL-OILED MACHINE’
From concept to installation, Douglas Carpet One thrives on making renovation dreams come true
By Vicki Martinka Petersen | Photos by Kathy Green, RCG Photography
Customers who step into the showroom at Douglas Carpet One in Batavia are often welcomed by the company’s most valued and furriest employee: a friendly service dog, Brady. “My dog, Brady, is the official greeter. He’s also been in a lot of our ads,” says Belinda Demski, sales manager. It’s that level of service and hospitality from both the human and canine employees that have made Douglas Carpet a fixture of the Fox Valley area since 1964. Part of the Carpet One national chain, Douglas Carpet prides itself in being a hometown destination for the community’s remodeling needs. “We’re family-owned and -operated. We keep our company small, giving employees the opportunity to play many roles,” Demski says. Douglas Carpet also is proud to provide their customers with top-notch service thanks to its loyal, hardworking and knowledgeable staff. “Everyone that's been here tends to stay. So it’s really like a family without a lot of turnover,” Demski says. “We’re a well-oiled machine.” The company began as Douglas Flooring Inc. in founders Len and Marilyn Douglas’ basement in their North Aurora home. The Douglas family opened a storefront in North Aurora, then later expanded to a second location in Geneva. In the ’80s, Douglas passed the torch to his sons Mike and Jim, who now own the company. A lot has changed over the nearly 60 years of the business. In February, Douglas Carpet consolidated from its two locations in Geneva and North Aurora into a bigger space at the former TGI Fridays building in Batavia. “The move gave us more room and a chance to own a building rather than renting a space,” says Demski.
One of the biggest changes was when the company moved into the digital age, first digitizing records and later creating a social media presence. “When I started with the company about 26 years ago, everything was handwritten including orders and receipts,” Demski says. "As a team we ventured into the computer age with everyone on board." The last two years saw the largest sales in the company’s history. People spending more time at home during the COVID-19 pandemic tackled home improvements projects, and the company saw $13 million in sales in 2021. To put that in context, the company had $100,000 in sales in 1982 when the Douglas sons took over the business. Bathroom remodels have been popular the last two years as well as replacing stair runners, says Demski. The process for a project begins with people coming into the showroom to see if the offerings match their design aspirations. The company offers a wide variety of flooring, including carpet, luxury vinyl, hardwood, tile and laminate. “Between Pinterest and home improvement shows, most people know a style direction they want to go,” Demski says. “It’s really about narrowing down a style and color.” Next they’ll do an in-home consultation and take measurements. That information is used to put together a comprehensive proposal they’ll go over with the clients. “We can provide everything from the materials through installation. Customers pick how much or how little help they want,” Demski says. Like many industries, the pandemic has affected wait times for materials and labor, but one of the perks of Douglas Carpet is they employ their own installers rather than subcontract. Over the next few years, Douglas Carpet will continue providing residential services in the Fox Valley area at an even pace. She also sees the company continuing to grow with commercial projects including schools, government buildings, and police and fire stations. No matter what type of project they do, Douglas Carpet prides itself in its great sales staff and team members. “They spend time away from their own families to help all people make choices for what’s best for their homes and for their families,” Demski says.
DOUGLAS CARPET ONE 490 N. Randall Road, Batavia 630-618-2640 www.douglascarpetone.com
