Best Practices: Tish Flooring continues a consumer-centric technique


By Jessica Chevalier

After graduating from Indiana University in 1997, college roommates Cameron Haughey and Nate Roberts pooled their cash. They launched Indianapolis Custom Carpentry-a commercial enterprise-targeted on framing homes and putting in hardwood floors-the very next year. Only decades later, ICC is a $33 million various floors employer dedicated to constructing a subculture that draws younger task seekers, encourages them to make a profession in retail flooring, and wins commercial enterprise via this contented and committed team of workers.

Best Practices: Tish Flooring continues a consumer-centric technique 1


In 2002, only four years into their Indianapolis Custom Carpentry venture, Haughey and Roberts became their focus totally on flooring and opened a small retail keep, known as ICC Floors. With its roots in hardwood set up, the brand new showroom centered specifically on that class; however, it also carried a few Shaw broadloom displays and a little ceramic from Daltile.

At the same time, Haughey and Roberts determined to pursue custom builder work. Roberts had a short stint at Pulte previous to beginning ICC, so the pair had a few perceptions into the builder enterprise and started out chasing it aggressively. They gained some nearby builder hardwood accounts and then some with carpet and tile as well.

In the third year of this enterprise, 2005, ICC landed a Pulte account and went from $1 million to $3 million in income overnight. “This was our large break into the countrywide production scene,” recalls Haughey, “and it gave us a lot of validity. We moved right into an exclusive class for getting electricity, and it caught the attention of plenty more providers.”

Besides, the enterprise moved into a bigger area. Over time, it saved increasing in that area, leasing extra square pictures, and ultimate 12 months, it purchased that location. Today, the employer’s major showroom-which bills for 98% of organization flooring income-has separate zones for every product class. Each zone has a separate front.

ICC entered the paint commercial enterprise in 2008. Haughey says, “Benjamin Moore fashioned a simply fine advertising partnership with us and helped us open the additional locations [in Westfield and Carmel], as it becomes underrepresented in those markets. This enabled us to get the one’s stores open and the emblem name out. In Westfield, the remaining paint region we opened, we’ve got a first rate-sized floors retail operation we’re seeking to increase. Demographically, Westfield is a good match for us. It’s an up and coming place and a bit too far to anticipate clients to tour to our fundamental vicinity.”

The business enterprise’s enlargement into cabinets became a bit more of a wonder. “We had mentioned getting into the cupboard commercial enterprise,” says Jason Wagner, VP of sales for ICC. “Two years in the past, we had a huge business contract with a builder for flooring. That builder had a cupboard agreement with an organization that went out of business. The builder came to us, and we were given into the cupboard enterprise in 24 hours. We were given the task completed efficaciously and even made a bit of money from it.” For a while, the corporation had only some cupboard shows in their Indianapolis showroom, but after more than one suitable year of promoting huge jobs, it is determined to move all-in. The business is presently completing a complete cabinet showroom in Indianapolis with multiples traces, presentations, and cabinet designers. The area also gives Benjamin Moore merchandise. Westfield presently gives flooring, cabinets, and paint, even as Carmel is a Benjamin Moore-only region.

Today, ICC’s revenue breakdown is as follows: 45% production builder, 15% custom builder, 20% commercial, and 20% residential alternative. The organization sells all floor product classes, with WPC representing the biggest portion these days, accompanied by hardwood and ceramic.


Haughey and Roberts are having fun. That is straight away glaring in how they have interaction and speak the enterprise. They don’t take themselves too significantly. They don’t take their enterprise too critically.

That’s now not to say, of course, that they don’t try for perfection. But they work from the understanding that you may get a process executed with a smile on your face or a frown. One approach builds community, attracting top-vibes process seekers who welcome clients and sell based on relationships as opposed to desperation. The different pulls in people who are there because they want to be, not due to the fact they want to be.

To that give up, ICC hires for mindset, no longer revel in. “Probably 90% of the hires we’ve had over the last four years had been inexperienced,” Wagner explains. “We educate from 0. We pay for it in a quick time period however see the benefits within the long term. We use an Indianapolis-based software corporation for education, growing our own modules, which allows us to educate consistently. There are positive lessons unique to a position and others that everybody gets, including learning about how the enterprise turned into began. It truly enables new hires to buy into our story and culture.”