San Antonio—July, 2011-What began as a single store, small family business more than four decades ago is now one of San Antonio’s largest flooring companies. CW Floors®, formerly known as Rugs N’ Remnants and later Carpet World, now has 40 full-time employees, 150 contract workers and four locations totaling 87,000 square feet of retail space. Three full-service locations in San Antonio and one outlet center within San Antonio and New Braunfels, Texas. To date, the locally-owned company has sold more than 61 million square feet of flooring.

The Feik family of businesses, headed by John W. Feik, acquired the company in 2006 and Feik’s son-in-law, Jeff de Rojas, was tasked to create a strategy for its future. De Rojas was named president and chief operating officer in 2007 and immediately set his sights on expanding the privately-held company’s product offerings by adding a more diverse mix of high quality flooring options – as well as a selection of window coverings and countertops. At the same time, he developed a new long-range vision for the company that would embrace the changing realities of the retail flooring market. He also revamped the existing company stores, built two new ones, created its first commercial sales division, and diversified and strengthened the workforce. Since the acquisition, the family has invested an additional $3 million in the company’s future.

As part of their product offering expansion, de Rojas has added some of the best known brands in the industry, including the unique flooring of Karastan®. Two of the CW Floors® locations have also become part of an elite group of flooring retailers nationwide certified as Stainmaster® Flooring Centers (SFC). This exclusive status has enabled the company to offer one of the most unique and significant extended warranties in the industry, which is not available at “big box” retailers. CW Floors® is the only SFC in the market. Based on this distinction, the company made a significant investment to remodel each showroom, to showcase the extensive fiber collection.

“It really is an evolutionary process,” said de Rojas. “We did extensive research to better understand both the market and our consumer. This insight was then used to create a new company we feel is better positioned to meet the demands of the market in the next decade”.

Another revolution was de Rojas’ decision to source and buy from smaller vendors when possible. “I feel it is important to support the small local business owner”, said de Rojas. “After all that same kind of support from San Antonio is what has made us what we are today.”

Other innovations that came with the name change include the creation of a Commercial Division, which solely focuses on researching and seeking out public commercial work in industries such as schools and local government offices. One of the most visual additions to the portfolio is CW’s design center, complete with private conference rooms so local interior designers are able to use the facility to meet with clients and show them current trends in flooring as well as counter surfacing and upscale window décor. The center’s location was selected due to the proximity of several of the area’s most exclusive country club communities.

The space has been tremendously successful for both clients and local interior designers. “Like many interior designers, I work out of a small office that does not have the space to store flooring samples. The CW Floors® Design Center allows me to show my clients the most current trends in flooring and home décor all in one location and in settings they can imagine in their own homes.” Said Weslyn Williams, a local interior designer with Custom Designs by Mark Maron. “I love the private boardroom; it allows my clients privacy to make their design choices.”

A fun and humorous TV, outdoor and print advertising campaign as well as a completely re-designed, user-friendly website helps to reinforce the fact that this progressive family-owned business is poised for a successful new chapter in its long history.

As a way of putting their expertise to work and giving back to the community, CW Floors® has partnered with the San Antonio chapter of Habitat for Humanity, the nation’s most recognized non-profit homebuilder, to help an estimated 60 low-income San Antonio families realize the American dream of home ownership. This commitment will provide almost $100,000 (approximately 70,000 square feet) in high-quality flooring, which will, quite literally, cover all of the homes scheduled to be built in 2011.

“It is an honor to partner with an organization that has given so much to so many in San Antonio.” said de Rojas, “As a family–owned business we appreciate Habitat’s mission of building better lives for families and it’s our way of supporting and giving back to the city that has helped us since the day we opened some 40 years ago.”

Dennis Bechhold, president and CEO of Habitat for Humanity of San Antonio, said the partnership with CW Floors® will help the organization to complete 58 new homes this year. “We are very thankful for this generous show of support for our mission,” he said. “We have been blessed to partner with some of San Antonio’s most established and community-minded businesses over the years and we are delighted to welcome CW Floors® into the Habitat for Humanity family.”

About CW Floors®
Formerly known as San Antonio Carpet World, CW Floors® is now part of the Feik family of businesses. With more than 40 years of history as a locally owned and operated full-service company providing total flooring solutions, CW Floors® has installed an estimated 61 million square feet of flooring in their long history and currently has 4 stores featuring a total of 87,000 square feet of retail space.

With more than 520 years of combined industry experience in the sales department alone, CW Floor’s consultants offer highly-trained professional knowledge and service, ensuring that customers not only find exactly what they want at a price they can afford, but that they also enjoy a shopping experience that is uncomplicated and enjoyable.

CW Floors® has three San Antonio locations and one location in New Braunfels.

For additional information and a full listing of that many brands represented, please visit www.cwfloors.com.