Lake Forest Flooring Makes Service Its Foundation
Gregg Moore is a good talker: He talked his way into owning the 72-year-old Lake Forest Flooring, buying the building it
occupies, and surrounding himself with loyal customers and a veteran staff. None of that was planned. Moore is a natural salesman who has spent 25 years selling flooring, happily talking about his products and building relationships.
He started in 1996 with a company that sold unfinished hardwood. In 2000, he joined Mohawk Flooring as a sales representative. For 14 years, Moore called on retailers throughout the Upstate and into North Carolina.That’s when one client, Martha Woods, became a friend, and things took an un- expected turn. Woods took over Lake Forest Carpet (now Lake Forest Flooring) from her father, Carl Summey, who founded the store in 1952 – in the same spot where it stands today, 1334 N. Pleasantburg Drive. Moore vividly remembers their conversation in 2013. “Martha said, ‘Gregg, I’m going to sell my store, and I want you to buy it.” He wished her well, then firmly declined. Moore turned her down again a month later. But she was undeterred. “The Lord put your name on my heart,” she told him. “You’re going to buy my store. Go home, talk to your wife, pray about it, and see what happens.” “After a couple of months of praying … That’s how we got this store. This place turns 72 years old this year,” says Moore, who was born and raised in Greer and owns a home in Taylors with his wife, Mitzi. Mitzi’s opinion? “She was all for it.” Moore purchased the business and later bought his building and the one next to it. Now, he uses his gift of gab and knowledge about flooring to serve customers. “Our business is generational. People come in because their great-grandparents bought flooring from us in the ’50s, their grandparents bought, their mom and dad bought, and now they’re buying.” The store – part of a strip of stores across from Bob Jones University in Greenville and larger than it appears – carries ceramic tile, hardwood, laminate, luxury vinyl plank, carpet, and area rugs.
Trends
Luxury vinyl plank continues to be a popular choice, Moore says. It’s versa-tile, easy to maintain, comes in a range of textures and colors, and can be installed and removed easily when homeowners want a change. It’s also durable and resists scratching and water (though not fully scratch-proof or flood-proof, Moore cautions). Laminate, a popular trend in the mid- 1990s, is making a comeback. “Laminate is a tough product that’s evolving with even better finishes and textures,” Moore says. Carpet is still popular, and more durable than it used to be, he pet-friendly, child-proof, and even wine-proof. Carpet has come a long way in the last 20 years.” But timeless hardwood floors are still the top choice for many homes, he says. “Most houses we do are hard surface. Hardwood is elegant, durable, and can be refinished multiple times.”
Residential or Commercial
Lake Forest Flooring is committed to taking on any job, big or small, commercial or residential, Moore says. “The size of the job doesn’t matter to us,” he says. “We’ll work on a tiny bathroom or one bedroom. We have the expertise to install flooring in a whole house, an office, or a commercial building. Repeat business is how we stay in business.” Moore understands that choosing the right flooring can be overwhelming for customers. “Someone who buys a car or truck in three hours will spend weeks or months shopping for floors,” he says. “You buy a vehicle maybe two times in 10 years. You buy floor covering once or twice in a lifetime.”
“Over-the-top Friendly”
Lake Forest Flooring offers guidance, customer service and quality products to make those choices easier, Moore says. “Our experienced staff and attention to detail set us apart. We are over-the-top friendly, and people recognize the quality of our service, he says. “We’re not just selling flooring – we’re building relationships and helping people make decisions that they will be happy with for years.”
Maye-Webb McCauley is a full-time interior designer who can help clients match flooring or carpet to paint and fabric colors – or assist in designing an entire room. McCauley joined the store months after Moore bought it; he knew her from his days at Mohawk. “I knew she had a talent,” he says. Patty Byars began working part time after Moore wooed her away from retirement. She has experience in design and flooring from her work at several stores in the area. Joan Hall was also retired when she agreed to take on a few hours a week.
Dawn Clark became a part of the sales team last year – bringing 20 years of experience in the business. Mark Epps predates Moore. He worked at Lake Forest Flooring full time for 40 years and still works part time in sales. Most senior of all is Norman Poole, a flooring veteran. He owned his own store for years and has more than five decades in the business.
Moore says it is uncommon to have such an experienced team. “It’s a bless- ing. I am so grateful to be surrounded by such talent and expertise every day.”
The Moores’ children help, too. Jenna, their daughter, works in corporate sales at Bristol Motor Speedway; she helps Moore with marketing and social media (Lakeforestflooring.com). Their son, Josh, is in real estate. But he makes deliveries, watches over the store, and offers business advice when needed.
Moore says he is equally proud of his subcontractors. One team refinishes wood floors and others do installation. “My finish guy has been here 30 years. He did my house, 20-something years ago. It means something to keep people working with you for that long,” he says.
Planned or not, Moore is satisfied with his decision to own a business. “I like it. It’s challenging. We are growing. It’s been a good 11 years. And we look forward to serving the Upstate for years to come.”
Article By: Kathy Laughlin, Marketplace Greenville
