Start to finish, sinch 1953

From start to finish, flooring installation can be a daunting endeavor, but never fear: Ellendale’s Floors 4-U is here. Allison Muilenberg and her father Scott Groth are always at the helm, ready and able to tackle that dream of yours.

 

"We try to help make the process of picking out new floors a little easier by asking some questions, unfortunately, a lot of questions at times," Muilenberg said.

 

It's those answers though, that help Muilenberg gain a real good sense of what the customer has in mind. With so many options to choose from, a little guiding light can be a lifesaver.

 

"There are even times where I will come out to your house to help envision," Muilenberg said. "There are so many different flooring options out there now."

 

Groth added, "Although we do not stock a lot of flooring, many times if you need something quick, it will arrive to the store in about five business days. Plus, there are always new updates to all of our flooring lines. Floors 4-U has also added Cambria countertops and products to our showroom!"

 

Their showroom also features Mohawk carpeting and hard surface flooring, Mannington hard surface floors and Aladdin commercial carpeting. Although most of their clientele is residential, they will gladly install for commercial purposes.

 

"On the hard surface side of things, we carry luxury vinyl plank and tile, ceramic tile, laminate and hardwoods," Muilenberg said. "Most of the hard surface options are waterproof or water resistant, scratch resistant and durable. We also offer window treatments by Comfortex."

 

Muilenberg and Groth are glad to offer a virtual platform for product preview as well. The first step is pretty easy; clients can snap a picture of the room on their smartphone. Then, after an upload of the image, flooring options can be swapped in and out with a few taps of the screen.

 

"As a family business, customers get a personal touch," Muilenberg said. "We are here to hear what you want and assist you in making that choice. Big box stores don't give you ease when making those big decisions."

 

Her first objective: find out what the surrounding walls and woodwork look like. Her motto: simple is best.

 

"If you put too many different colors and floor types together, things look messy," she said. "Floors 4-U is my job and my heart; working here is not a job. It's who I am. I am not really sure I would know what to do without this business."

 

In addition to sales, she takes care of the bookkeeping and measuring when need be. Doing so has kept her on her toes these last 15 years, that's for sure.

 

"My dad is the owner of the store and does all of our installing with the help of Dalen," she said. "I think that being able to work side-by-side with family every day shows how strong families really can be."

 

And, even on the days when they’d rather tell each other to take a hike, she wouldn't have it any other way. Once a family business, always a family business.

 

"Before it was Floors 4-U, it was Groth Furniture and Floor Coverings, which I have been a part of and worked for since before I could drive a car," she said. "There are still so many things here at the store that show our past and our present and the loved ones that we miss."

Growing up in a house just across the street, she had the perfect opportunity to form a strong bond with the former owners, her grandparents Paul and Mary Groth.

 

"It was always the highlight of my day when I would get to talk to them and see what the day was like for them," she said. "You could always bank on my grandma making cinnamon and caramel rolls for everyone that came to coffee on Saturday mornings."

 

The aroma of freshly made chocolate chip cookies would also waft throughout the breakroom on Saturday mornings. Then, after a round a cribbage to start the day, it was time to hit the sales floor.

 

"These are the memories that I have a working in a small family-owned business," she said. "When we where sick, we would come to work with dad and go upstairs to grandma and grandpa's house that was above the store. Grandma would check on you throughout the day and make sure that you were always comfortable."

 

This chocolate chip cookie tradition is still alive and well, just not like clockwork as it used to be. Muilenberg does her best, as any mother of two would do.

 

"I would love to someday pass on the business to either of my children, if that is what they choose," she said.

 

She continued, “Groth Furniture and Floor Coverings was established by my great-grandparents Alice and Oscar Groth when they moved up here from Mason City, Iowa in 1953. They owned the store for a few years until my grandparents Paul and Mary Groth took it over."

 

For 17 years, she got to hustle alongside her grandparents and then the time came to liquidate all the furniture, beds and gift shop items. Doing so made way for the new business model implemented by her father, with a sole focus on flooring needs.

 

"This is when it was decided it would be called Floors 4-U since we would now only be doing flooring," she said. "He brought in more types of flooring options and ideas. Both Grandma and Grandpa were still a part of helping out at the store from time to time, up until two years ago when they both passed."

 

Groth explained further, "My parents liked to sell quality furniture. The decision to get out of furniture and accessories was hard for them to make. People are more mobile today, plus the online shopping. It was just a good time to get out of furniture."

 

For Groth, the fact that this business is still family-owned sets his mind at ease. Add the fact that quality service lives on, and he's one happy camper.

 

He's also quite fond of his grandchildren, Cloe and Oliver. Yes, it's heartwarming for both Muilenberg and Groth to see that their younger cohorts know their way around the store now.

 

"My daughter Cloe has been helping out here and there on jobs with her grandpa, making memories like I got to do with Grandma," she said. "My son Oliver likes to help water the plants and, in the winter time, he helps shovel the snow."

 

Apart from work, Muilenberg relishes living a rural life and keeping busy with little adventures.

 

“With two kids who are 10 years apart in age, we spend a lot of time at the cabin,” she said. “We like to be on the water, fishing, tubing and in general just relaxing. In my free time, I love to sing and that is something I can do with my kids and with my dad too. We all have a love for music."

 

At home, you'll find that she has beautiful hardwood floors dating back to 1950 on the upper level. On the main level, her family enjoys carpet in the living room and sitting room, along with ceramic tile in the kitchen and dining room. Soon however, she plans to add luxury vinyl tile throughout the main level of the house.

 

Clearly, she knows her flooring stuff. So if you're ever in the market, you know who to call.

"Without all our past and current employees, we would not have been in business for 17 years as Floors 4-U or continued on for 70 yrs, since opening in 1953," said Groth.