Retailers of the Year 2022: Avalon Flooring, Watkins Floor Covering, Kelly’s Carpet Omaha

Specialty flooring retailers are the driving forces behind this industry. Their success fuels every channel, from residential retail to commercial. To honor these companies, FCNews publishes its inaugural Retailers of the Year issue. It is an attempt to draw attention to those retailers who excel or stand out in some aspect of their business. In this issue, suppliers and sellers nominated retailers they thought deserved a mention and why they stand out from the crowd.

FCNewsThe Retailers of the Year issue features some of the industry’s most talented dealers from influential buying groups and smaller retailers with no group affiliation. In other words, it reflects the retail industry as a whole.

When choosing their top retail partners, suppliers looked beyond sales volume to other key attributes such as communication skills, trust, corporate culture and even goodwill as differentiators. Vendors/sellers nominated up to four retailers (or distributors, in some cases) for consideration and explained why they stand out. FCNews then narrowed the winners based on the scope of merit awarded to each.

Visit FCNews.net every day this week and next as a new winner will be featured. Today’s highlight is the nominations and winners of Mohawk: Avalon Flooring, Watkins Floor Covering and Kelly’s Carpet Omaha.


Avalon floors
Philadelphia, Dad.

What Mohawk had to say:

Avalon Flooring is a fully committed Edge retailer with a wealth of knowledge for soft-surface products. As the first Mohawk Floorscapes dealer to start selling SmartStrand over 15 years ago, Avalon Flooring places great emphasis on educating their new retail sales associates on SmartStrand technologies and fiber benefits. They regularly conduct product knowledge seminars with Mohawk salespeople who train retail salespeople in their 17 showrooms across New Jersey, Pennsylvania and Delaware to ensure proper training.

As SmartStrand experts, Avalon Flooring runs exclusive SmartStrand advertising campaigns to increase consumer awareness of the products, while storing SmartStrand fibers in custom showcase pods on the showroom floors for increased brand awareness. Avalon Flooring shows the same support for the Karastan brand, as they are the largest Karastan dealer in the Northeast, both overall and in SmartStrand sales. Their retail sales associates also place great emphasis on Mohawk’s proprietary All Pet Protection warranty during the sale, so consumers know about SmartStrand’s durability and the added protection they get from the new All Pet pad.

Avalon Flooring is committed to giving back to their community and is actively involved with American Cancer Society, American Heart Association, Make a Wish Foundation and the Avalon Flooring Fund, which helps Avalon’s own employees in financial need. With 17 showrooms in New Jersey, Pennsylvania and Delaware, Avalon Flooring has remained committed to being an active member of the local communities and staying connected with the people who make these places very special.


Shopkeepers of the YearWatkins Carpet
Jacksonville, North Carolina

What Mohawk had to say:

Watkins Floor Covering has been a strong Mohawk supporter since they became a Mohawk Color Center in 2006. Since then, they’ve opened a second location, won “Mohawk Color Center Dealer of the Year” three times in the Southeast and Northeast regions, and have become an Edge. Premier Dealer and a Mohawk Omnify Participant.

As a strong SolidTech dealer, Watkins Floor Covering strongly advocates for the product by promoting the Uniclic locking system, emphasizing Mohawk’s All Pet Protection, and using Mohawk’s Neighborhood Ad Manager for campaigns to bring retailers in. trained, Watkins Floor Covering hosts multiple training events at both locations where they engage Mohawk sales associates for installation training.

Voted “Best of the Best” by the Jacksonville Daily News, Watkins Floor Covering is deeply involved in their community. They are proud supporters of the Wounded Warriors group in Jacksonville, NC, which is home to the largest naval base in the world, Camp Lejeune. They also show their support for the local Chew program that helps feed school children and are adamant supporters of the local homeless shelter.


Shopkeepers of the YearKelly’s Carpet Omaha
Grandma, Neb.

What Mohawk had to say:

Kelly’s Carpet Omaha is family owned and operated since 1986. It places a strong emphasis on unsurpassed quality and service. Kelly’s Carpet Omaha became a Mohawk Floorscapes dealer in 2002 and has since used Mohawk’s expertise to create a store layout that is unique and easy to navigate while providing a comfortable shopping environment.

Inspiring their customers with the best in product selection, quality and value is paramount at Kelly’s Carpet Omaha. In 2017, they completely renovated their showroom to better showcase their best-selling Mohawk and Karastan products. The major renovation included media displays for presentations, an expansion of the commercial division and new purchasing and installation facilities. To further promote their strong partnership with Mohawk, Kelly’s Carpet Omaha invests in advertising and eye-catching store signs that tell the stories of Mohawk and Karastsan. Their sales team also reinforces this partnership during the sale, especially with the stories about SmartStrand and All Pet Protection Warranty.

Kelly Carpet Omaha also places great emphasis on environmental responsibility, which they reflect in the policies, practices and philosophy of doing business in an environmentally responsible manner. In their local community, Kelly’s Carpet Omaha has given back to two police departments by donating two K-9 police dogs in Iowa and Omaha.

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