Floor and Décor Signs Spell Out What You Can Buy

People don’t always know what to expect at a Floor and Décor Outlet.

There shouldn't be any doubt with the store’s new sign design, which will be showcased prominently on its newest store coming to Arlington Heights.

The Atlanta-based company requested a variance to the village’s sign ordinance asking it be allowed to place three additional signs, each a single word saying “Tile, Wood, Stone”, on the façade of its building at 600 E. Rand Road.

Normally, businesses are allowed only one sign.

The company recently opened a store in Lombard which has done well, said Scott Caswell, project manager for Floor and Décor at Monday's village board meeting.

But, “we’ve noticed people don’t really understand the brand we have and what we sell,” Caswell said.

Additional signs will help people, especially people driving through the area, understand the store’s concept, he said.

Floor and Décor’s business consists of 40 percent contractors and 60 percent of the 'Do It Yourself' (DIY) market, said Ali Zahed, store manager.

“We are the largest flooring supplier in the world,” he said. “We sell tile, wood and stone. We are the lowest price leader in the world. I sound like a commercial, but we truly are. (We have) everyday low prices. We don’t do any discounts or sales.”

Stores have between 60,000 to 100,000 square feet of merchandise on display, he said. “Anybody who walks into the store is in awe,” he said. “The only complaint we get at our location is they are overwhelmed by our selection.”

“It’s a toy store for adults and contractors,” Zahed said.

Floor and Décor conducts regular classes to show people how to install their products. It also has a wide variety of YouTube videos demonstrating different DIY projects.

“This makes a lot of sense,” Arlington Heights Trustee Thomas Hayes said. “I think it’s in keeping with our policy to do all we can to help our local businesses thrive in a bad economy. I think it’s a reasonable request.”

He and the board voted yes to grant the special request.

The store is scheduled to open in April.