Hallmark retailers identify supplier’s winning attributes

Home Featured Company Hallmark retailers identify supplier's winning attributes

Behind every successful floor covering manufacturer is a network of retailers and distributors that support that supplier by either moving their products efficiently through the supply chain or by actively and enthusiastically promoting and merchandising those products to the consumer or end user. Such is the case with Hallmark Floors, which is celebrating 25 years in business.

“We want to recognize our dealers and distributors partners for the role they have played in our success these past 25 years,” said Mark Casper, vice president of sales and marketing. “We are truly humbled by their support.”

Floor Covering News reached out to several Hallmark retailers to learn about the ways the supplier is helping to grow their business and to identify the company’s key attributes. Here’s what they had to say:


“I’ve sold Hallmark Flooring for the past 12 years—the last six while operating my retail store. And in six years, as store owner, we haven’t had a claim yet (knock on wood). Their products are first rate. We live in a desert climate in Colorado; as a result, you have to use caution when selling hardwood in our area. We ask each customer a series of questions to help determine which flooring product will work best in their home. Another thing I like about Hallmark is their marketing program. We are in their ‘Spotlight Dealer’ program as one of their preferred dealers, which greatly helps our business.” —Joe Revord, G3 Flooring Design Center, Colorado Springs, Colo.


“From the time I took on Hallmark, it’s been a great fit for my business. The quality of their products is exceptional, especially their True collection; it’s an innovative product that you don’t see elsewhere in the marketplace. In general, I really like that their line is mostly—if not all—engineered, which really fits my customer base. Their products are a good fit for high-end homes and residential remodels. I’m actually seeing a lot of the high-end builders I work with using Hallmark products now. I’m starting to see them ask more and more about switching over from the traditional 3 ¼-inch strip oak to wide-plank floors from Hallmark. The builders and remodelers are putting it everywhere. They’re doing the whole house; I’m talking about 3,000–4,000 square-foot jobs.” —Bob Buonopane, B&D House of Carpets & Flooring, Burlington, Mass.


“I first installed a Hallmark floor back in 2003, and I knew then I was on to something great. The attention to quality, style and design was as important to Hallmark then as it is now. With the addition of the Avenue collection, which is a 9 ½-inch-wide plank with random lengths, we knew we had a top seller in our market. The Ocean Drive and the Wilshire colors have been our go-to options. From their Avenue collection to the Novella collection, they keep the same quality throughout. The way they fume the white oak to react with the tannins to get a natural clear color—instead of covering the wood’s natural beauty with oil-based stain—sets them apart from the rest.” —Mike Youngberg, Heather Mountain Flooring, Layton, Utah


“The attribute that stands out to me the most about Hallmark Floors is they have a very versatile line that has different types of designs and styles that appeal to everyone. I feel like there’s something for everyone in the line. Their products fit a different range of scenarios, types of homes and different decors. I’ve never had a problem with any of their floors. They have a very high standard of quality that I’ve come to know and appreciate, so it does give me a level of confidence selling their line. It’s my go-to hardwood flooring brand.” —Jessica Merz, Carpet Spectrum, Marion, N.Y.

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April 24/May 1, 2023

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