Roberts Carpet & Fine Floors expanded its footprint in the Houston metro area last month with the opening of its 10th location in Meyerland, a neighborhood known for its upscale development. The new store marks a departure from previous openings, as it was the first designed entirely by Alex Roberts, who assumed leadership of the family business from her father, Sam, two years ago. The shift in design philosophy reflects a more modern, fashion-forward approach compared to her father’s traditional methods.
A Vision of Openness and High-End Focus
The Meyerland store emphasizes a spacious, open layout that contrasts with the more compact configurations of other Roberts Carpet locations. “My dad has always done a really smart job of utilizing the space,” Alex Roberts, CEO, explained. “He is all about the ‘real estate is expensive. Let’s make sure we’re showing enough of what we need to show in the right places.’ I would rather sell fewer brands and make what we do show more enticing.” This philosophy drives the store’s strategic product placement, with higher-end collections positioned prominently at the entrance.
Upon entering, customers are greeted by a custom mosaic tile “welcome mat” inscribed with “Love your floor.” The showroom features a flat brass shooter as its sole transition, a deliberate choice to maintain a seamless, level appearance throughout. “It’s important to me that everything looks clean. I wanted everything to be level with no transitions anywhere,” Roberts said.
Roberts prioritized placing fashion-forward items—primarily rugs and runners—at the front of the store to immediately showcase the retailer’s broader offerings. “I wanted the same customer to be in the same places and also have the eye candy up front,” she said. “You can always work your way back, but you start up front with the most beautiful products.” The layout is designed to guide customers through the space, beginning with high-end collections and transitioning to more practical options as they move deeper into the store.
Strategic Product Placement and Technology Integration
Price-conscious buyers can explore the Dreamweaver rack, strategically positioned near the Shaw ColorWall due to their shared solution-dyed PET construction. Hard surface options mirror the soft surface strategy, with premium hardwood at the front and laminate and rigid core products, including RevWood and COREtec, toward the back. “I want customers to be able to walk through and not love a synthetic when they were actually wanting hardwood,” Roberts noted, emphasizing the importance of a logical, customer-friendly flow.
Technology upgrades, a hallmark of Roberts’ modernization efforts, have also reshaped the business. “I brought us into the 21st century,” she said, highlighting the adoption of Google Suite and plans for future barcoding and enhanced estimation software. The store’s facade was raised to accommodate a larger Roberts Carpet logo, and window wraps showcase the Daltile Statements boutique alongside the full range of offerings.
Fashion-First Merchandising Strategy
The showroom’s layout prioritizes customer empathy, with Roberts drawing on her own shopping habits to shape the experience. “I think like a shopper,” she explained, noting that placing high-end rugs and runners upfront ensures customers first encounter premium options. This approach highlights products often overlooked, such as specialty items that complement flooring installations. The strategy also addresses the risk of customers dismissing synthetic options when seeking natural materials, a challenge Roberts aims to mitigate through thoughtful product flow.
Roberts Carpet’s Brand Integration and Product Focus
Roberts prioritizes showcasing her private-label Roberts Carpet brand to streamline the showroom’s appearance. She believes this reduces intimidation and enhances appeal, particularly at the high end.
Technological and Visual Modernization
The window displays, illuminated by timer-controlled lighting, showcase the mosaic tile from the entrance and highlight offerings like carpet, hardwood, and installation services. Roberts emphasizes that these visual cues communicate the store’s full range of products, countering perceptions of it as merely a carpet retailer. The strategic use of lighting and branding ensures the location stands out in a high-traffic, affluent neighborhood, supporting her expansion ambitions.
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