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Sergenian's Floor Coverings
Sergenian’s Floor Coverings is a fourth-generation, family-owned flooring company, with current leadership and emerging leaders drawn from the third and fourth generations of the Sergenian family. Nearly 100 years after Ara Sergenian opened the original Monroe Street shop in 1930, the business continues to highlight its fourth-generation team as a core part of its identity and long-term commitment to the Madison community.
Purpose
At Sergenian’s Floor Coverings, our purpose is to deliver quality flooring solutions with exceptional service while strengthening communities and sustaining our environment for generations to come. Founded in 1930 as a family-owned business, we serve residential and commercial clients across Wisconsin and Florida, prioritizing craftsmanship, on-time delivery, and the highest installation standards.
This purpose drives our pioneering sustainability efforts, including Wisconsin’s first carpet reclamation program launched in 2007, which has diverted over 25 million pounds of carpet from landfills. We partner with clients on LEED-certified projects, recycle materials into new products, and guarantee no removed carpet ends up in landfills.
Rooted in family values, our purpose honors 95 years of innovation—from oriental rugs to modern hardwood, vinyl, and tile; while treating customers and team members with integrity and care.
This purpose drives our pioneering sustainability efforts, including Wisconsin’s first carpet reclamation program launched in 2007, which has diverted over 25 million pounds of carpet from landfills. We partner with clients on LEED-certified projects, recycle materials into new products, and guarantee no removed carpet ends up in landfills.
Rooted in family values, our purpose honors 95 years of innovation—from oriental rugs to modern hardwood, vinyl, and tile; while treating customers and team members with integrity and care.
Vision
Sergenian’s Floor Coverings envisions a future where family-owned excellence leads the flooring industry, delivering innovative, sustainable solutions that enhance communities across Wisconsin and Florida for generations. As a fourth-generation business nearing its 100th year, we aim to expand our lifetime installation guarantee and pioneering carpet reclamation program—diverting over 25 million pounds from landfills—while pioneering new trends in residential and commercial projects.
This vision builds on our legacy of resilience, from overcoming fires in the 1960s to acquiring Florida operations in 2011 and unveiling the "Room to Explore" showroom in 2024 with interactive tools for seamless customer experiences. We see continued growth in high-profile installations like UW Health and Overture Center, powered by long-term teams who treat customers like family.
Our vision honors 95 years of innovation; from oriental rugs to luxury vinyl and hardwood, ensuring Sergenian’s thrives as a local leader in quality, service, and sustainability.
This vision builds on our legacy of resilience, from overcoming fires in the 1960s to acquiring Florida operations in 2011 and unveiling the "Room to Explore" showroom in 2024 with interactive tools for seamless customer experiences. We see continued growth in high-profile installations like UW Health and Overture Center, powered by long-term teams who treat customers like family.
Our vision honors 95 years of innovation; from oriental rugs to luxury vinyl and hardwood, ensuring Sergenian’s thrives as a local leader in quality, service, and sustainability.
Mission
Sergenian’s Floor Coverings is committed to serving residential and commercial clients with quality products, exceptional service, and a dedication to community leadership and sustainability. As a family-owned business since 1930, we deliver projects on time and on budget while upholding the industry’s highest installation standards, backed by our lifetime guarantee and in-house teams.
Central to our mission is environmental stewardship, exemplified by Wisconsin’s first carpet reclamation program since 2007, which has diverted over 25 million pounds of material from landfills through recycling and repurposing. We support LEED-certified projects, community recycling like UW-Madison events, and innovative showrooms to help customers find ideal flooring.
This mission reflects our values of integrity, teamwork, and customer care, ensuring Sergenian’s remains a trusted partner for generations.
Central to our mission is environmental stewardship, exemplified by Wisconsin’s first carpet reclamation program since 2007, which has diverted over 25 million pounds of material from landfills through recycling and repurposing. We support LEED-certified projects, community recycling like UW-Madison events, and innovative showrooms to help customers find ideal flooring.
This mission reflects our values of integrity, teamwork, and customer care, ensuring Sergenian’s remains a trusted partner for generations.
Additional Culture Details
Sergenian’s stands out as a fourth-generation, family-owned flooring leader with 95 years of resilience from overcoming multiple fires to expanding into Florida—while maintaining a lifetime installation guarantee unmatched in the industry.
Pioneering Sustainability: Launched Wisconsin’s first carpet reclamation program in 2007, diverting over 25 million pounds from landfills through recycling partnerships and LEED project support.
Exceptional Team Loyalty: Long-term employees, like Jim Garner (60+ years) and Terry Buechner (30+ years), foster deep friendships and customer-first service across residential and commercial projects.
Innovative Customer Experience: "Room to Explore" showroom with interactive kiosks, QR codes, and hands-on estimators ensures seamless selection and installation for high-profile sites like UW Health and Overture Center.
These differentiators; rooted in family values, community impact, and quality, elevate Sergenian’s beyond competitors.
Pioneering Sustainability: Launched Wisconsin’s first carpet reclamation program in 2007, diverting over 25 million pounds from landfills through recycling partnerships and LEED project support.
Exceptional Team Loyalty: Long-term employees, like Jim Garner (60+ years) and Terry Buechner (30+ years), foster deep friendships and customer-first service across residential and commercial projects.
Innovative Customer Experience: "Room to Explore" showroom with interactive kiosks, QR codes, and hands-on estimators ensures seamless selection and installation for high-profile sites like UW Health and Overture Center.
These differentiators; rooted in family values, community impact, and quality, elevate Sergenian’s beyond competitors.
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