Hello, friends and neighbors! Roy Felix here from Felix Flooring & Co. As you walk through our doors today, you see a vibrant showroom filled with the latest in flooring, a dedicated team, and a family-focused atmosphere. What you might not see, however, is the journey that brought us to this exciting new chapter. It's a story of change, a renewed vision, and the enduring strength of family.
For many years, this store, then known as Hardwood Floors Outlet, was a partnership. My business partner and I poured our hearts and souls into building it. We shared many successes, navigated challenges, and learned invaluable lessons about this industry and serving our community. It was a productive and formative time, and I cherish many of those experiences.
However, as businesses evolve, so do individual paths. Eventually, my partner and I realized that our visions for the future of the company were diverging. After much thoughtful discussion and mutual respect, we made the decision to part ways. My partner moved on to pursue other ventures, and I found myself ready to finally pursue my dream of passing on my legacy to my family.
A Fresh Start, Rooted in Family
The moment my partner departed, I invited my son and daughter to start fresh and open this location under a new name, Felix Flooring & Co. This business, this industry, and this community are not just where I work; they are integral parts of my life. More importantly, my family has always been a quiet, yet powerful, force behind everything I do. I have been in the same building in beautiful Murrieta, CA for over 25 years.
It was time to rebrand, to infuse every aspect of the business with the values that mean the most to me: integrity, personalized service, and the unwavering commitment that only family can provide. And so, we officially reopened under new ownership in July of 2022
Let me tell you about us
- My son, Royce Felix has followed in my footsteps. For the past 18 years, my son has been in the flooring industry. He started out helping me on side jobs and later began his own prosperous installation business. He has installed many homes in this community and when we reopened as Felix Flooring & Co, he is now in charge of production and installation. He knows almost everything there is to know about the flooring business and he loves answering and supporting anything regarding install.
- My daughter, Riana Felix has been in the industry for over 7 years. Riana had previously had a background in special education teaching when I decided to rebrand my As a very close-knit family, we spoke about the new venture and we three decided it was time to grow roots in this community. Riana handles the financials, marketing and design portion of our company. If you are in need of product advice, financial questions or design ideas, she is the one to speak with.
- I, Roy, have been in the flooring business for almost 40 years. I started my career installing carpet in my early twenties and have never left the industry since. I have a passion for honesty and transparency. I am eager to help my community with knowledge, respect and quality. You can imagine there is not much I have not seen being in this industry for this I believe that an informed customer is the best policy. There are many factors to flooring products and install and it brings me joy to support anyone looking for knowledge on their project.
What Does This Mean for You?
The transition has been more than just a name change. It’s been a re-dedication to our founding principles, strengthened by a singular focus:
- A Deeper Commitment: With my family now actively involved, you'll feel an even stronger sense of personalized service. Every decision, every recommendation, and every installation is handled with the care and attention that we would give to our own home.
- Renewed Passion and Vision: This new chapter has ignited a fresh energy within our team. We're constantly seeking out the best new products, refining our processes, and ensuring we stay at the forefront of flooring innovation, all with a clear vision for the future.
- The Power of Trust: When you deal with a family-owned and operated business like ours, you're not just supporting a local enterprise; you're placing your trust in people whose reputation is their most valuable We stand behind our work because our name, our family name, is on it.
- Seamless Continuity and Enhancements: For our loyal customers, you'll still experience the same professionalism, expertise, and quality service you've come to expect. We've simply enhanced our commitment to those values and streamlined our operations to serve you even better.
This journey has been incredibly rewarding. It has allowed me to build a business where every team member feels like family, and every customer interaction is a chance to build lasting relationships.
We invite you to come visit us at Felix Flooring & Co. Let us share our passion for flooring with you, and show you how our family’s dedication translates into beautiful, lasting solutions for your home. We're excited to be on this journey with you.
