Trends, Fads and the Shifting Landscape of Flooring
In the flooring business, trends can make or break a company. The ’70s, with their distinctive shag carpets, represented a time of bold experimentation in design. But Dave Fulda, owner of Johnson Carpet One, 5611 Grand Ave., quickly learned that trends and fads aren’t always the same.
“Trends are good, fads can be a bit more fleeting,” he says. “Shag carpeting was a trend, but it didn’t stand the test of time.”
The key to staying successful, Fulda learned, is knowing what’s likely to stick. Flooring, like fashion, has cyclical trends. The northern states, Fulda notes, have always favored carpeting, while the southern states have embraced hardwood and tile. But in recent years, a new phenomenon has dominated: luxury vinyl tile, or LVT.
“LVT is a game-changer,” Fulda says. “It looks like wood, but it’s low maintenance, durable and water-resistant.”
Fulda recently installed LVT in his daughter’s home, testing it in a house with three Great Danes. The dogs have been running on the flooring for five years now.
“If LVT can survive in my daughter’s house with three 200-pound dogs, it can survive anywhere,” he said.
The material’s durability, easy maintenance and simple installation process have made it incredibly popular, allowing homeowners to achieve the look of hardwood floors without the headaches of upkeep.
The Flooring Journey of Dave Fulda
When Dave Fulda first started working at Johnson Carpet One in Duluth in 1979, he never imagined the lifelong path that would unfold before him. Raised in Superior, Fulda graduated from Superior Senior High School in 1976, uncertain about his future. It was a job opportunity – and a girl – that led him to cross the bridge to Duluth, where a decades-long career in the flooring business awaited.
“I started in the warehouse,” Fulda said. From there, he moved into installation, then into sales, and by 1990, his wife and he had the chance to buy the business from her father, Dale Johnson.
“It was one of the best decisions we ever made,” Fulda said.
As a teenager of the ’70s, Fulda had witnessed the bold trends of the era: shag carpeting in colors like avocado, mustard yellow and Grand Canyon red. The patterns still evoke nostalgia today. However, Fulda’s eyes were on the future, keeping pace with the ever-changing world of flooring design.
“You have to stay ahead of the trends in this business,” Fulda said. “Twice a year, we travel to conventions across the country to see what’s trending in different parts of the nation.”
A Family Business Built on Trust and Innovation
As part of the ongoing effort to stay ahead of the curve, Johnson Carpet One underwent a major remodel to enhance the customer experience.
“One of the biggest new features is that you can now visualize what different flooring options will look like in your space before making a decision,” Fulda said. With the use of a QR code and photos of rooms in their home, customers can literally see how their rooms will transform with different flooring choices, which makes the decision process much easier.
Technology has become a vital tool in the flooring business, and Fulda is committed to embracing new innovations that help customers make more informed choices.
“You can see exactly what your space will look like, and that makes a huge difference. People want to feel confident in their decisions, and technology allows us to offer them that confidence.”
Among the team members who have helped bring this vision to life is Adam Metzinger.
“Adam is a key part of our team,” Fulda says. “He has an ability to adapt to new technologies, manage projects and keep things running smoothly. He’s has really grown with the business.”
With Metzinger’s help, Johnson Carpet One was able to integrate advanced visualization tools into the remodel, allowing customers to interact with virtual simulations of how different flooring options would look in their homes.
“It’s all about giving the customer more confidence in their choices,” Fulda explains. “Adam’s work has helped make this process much smoother.”
Fulda’s wife, Terry works part time at the store.
Revolutionizing the Shopping Experience
For Dave and his wife, the journey into business ownership in 1990 was not just about securing a livelihood – it was about keeping a family business alive and thriving. Fulda speaks fondly of his father-in-law, Dale Johnson, who built the business.
On one wall of the showroom is a mural with a painting of a red laker sailing under the Bong Bridge. Symbolically the name of the ship in the mural is the Dale M. Johnson, while a truck with the Johnson Carpet One logo is traveling on the bridge on its way to Superior.
The couple’s commitment to the business has been unwavering. For Fulda, staying involved in the day-to-day operations and keeping up with industry trends isn’t just a job; it’s a passion.
Since Fulda started in 1979, he’s about the age that most men retire. However, he says he thinks retirement is overrated. Besides, he said with a smile, “I can get a free cup of coffee here. Oh, I will change gears.”
“It’s all about evolving and keeping things fresh. Whether it’s new products like LVT or new ways to serve our customers, we’re always looking for the next big thing.”
While trends may come and go, one thing remains constant: the Fulda family’s dedication to providing the highest quality products and service to their customers. It’s a philosophy that has served them well for more than 45 years – and with Dave Fulda still at the helm, and a strong team, it’s clear that Johnson’s Carpet One will continue to thrive for years to come.
Visit their interactive website www.johnsoncarpetoneduluth.com of phone (218) 409- 8323.
Naomi Yaeger is a Duluth-based freelance writer.
