Returning Home to Start a Legacy Business

This Couple Dove into the Booming Home Improvement Segment with Floor Coverings International
by Rhonda Sanderson, CEO, Sanderson & Associates

This article was originally posted in Franchise Journal on January 1, 2025. Floor Coverings International surely attracts couples who have had professional careers for a couple of decades, and they are now ready to combine their rich skillsets and work together on something of their own. Chip Dozier and his wife Katie are such a couple. They opened Floor Coverings International of Midtown St. Louis in April. Katie, who serves as the administrative and business professional, and Chip, who manages the rest, have been showcasing FCI’s extensive collection of over 3,000 flooring samples to homeowners in their territory since opening and the customer feedback has been “fantastic” according to Chip. What sets Floor Coverings International apart from traditional flooring retailers is their unique mobile showroom.

This innovative approach brings everything a customer might need directly to their doorstep, including flooring samples, installation options, and scheduling services. This eliminates the need for customers to visit big box stores, where they often struggle to find assistance in the flooring section.

Chip Dozier brings a wealth of experience and a unique perspective to his flooring business. With a decade-long career as an Anesthesiologist Assistant, Chip has honed his ability to earn trust quickly, a skill he finds invaluable in his latest role. Reflecting on his career shift, Chip explains, “The pandemic was a turning point for me. I faced pay cuts and hazardous situations, and the healthcare system’s focus seemed to shift away from patient care. It was time to look for an exciting new career. I could also retain my freelance career in Anesthesiology. Floor Coverings International’s culture and commitment to excellent customer service inspired me to join as a franchisee.”

Both Chip and Katie were born and raised in the St. Louis area. They were excited to start this new chapter together. “We’re a couple of St. Louis kids who left for a bit and came back to start a family,” Chip shares. “Katie, with her exceptional business skills, took the leap with me, and we’re thrilled to build a brand our family can be proud of.”

Floor Coverings International of Midtown STL is not just about convenience; it’s also about staying ahead of the latest trends in the flooring industry. Chip is particularly excited about the resurgence of laminate flooring and the trend of bringing hardwoods back to their original natural colors. While client see the distinctive Floor Coverings International Mobile Flooring Showroom pull up to their residence, what they don’t see or might not realize, is what an industry juggernaut Floor Coverings International has become as evidenced by its record-breaking growth.

FCI had its strongest development year in the company’s 36-year history in 2023, awarding 95 franchises covering more than 160 territories, marking a 50 percent increase in units added compared to 2022. Continuing where it left off, FCI signed 19 new franchisees in the record-breaking first quarter of 2024, marking a 90 percent growth increase compared to Q1 of 2023, putting it on track to its goal of awarding 100 new franchises this year.

With Floor Coverings International having already revolutionized the market, the flooring industry is undergoing significant changes and innovations, as well, as consumers demand more quality, variety, and sustainability in their flooring choices. What’s more, according to real estate company FastExpert, new flooring can make homes more appealing to potential buyers when looking to sell.

According to statistics from the National Association of Realtors, 54 percent of house purchasers are inclined to shell out additional money for homes with hardwood floors, amounting to an extra $2,080, reported FastExpert. “The average cost for installing hardwood floors is around $4-$6 per square foot. But, doing so can increase home value by three percent to five percent on average, making it a wise investment for those looking to sell. For example, if your home is valued at $500,000, installing hardwood floors could increase its value by $15,000 to $25,000, providing a substantial return on investment,” FastExpert reported.

“We’re excited about the future and the opportunity to bring high-quality flooring to our community,” Chip says. “Whether it’s the latest in laminate flooring, natural hardwoods, or sustainable options, we’re here to help our customers find the perfect flooring for their homes.”

Floor Coverings International of Midtown STL is not just a business; it’s a family endeavor that reflects the Dozier’s dedication to their community and their passion for helping homeowners create beautiful and functional spaces. With their innovative approach and commitment to excellence, they are sure to make a lasting impact on the St. Louis flooring industry.