James Robinson from Choices Flooring

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James Robinson is justifiably proud of the quality and range of products Choices Flooring stocks – and also the fantastic service offered by the business to every customer …




Share with us a brief history of your business.
The business was established in the late 1960s. The business has had a few name changes over the years – originally Max Finlay Carpets, then Max Finlay Carpet Choice and now CHOICES FLOORING.  One thing has always remained the same – we have always been a family owned and operated business. We continue to supply quality service and products at competitive prices.

If it’s commercial or domestic, we have it covered. Our goal is to help the customer (YOU) make the right choice. We keep up-to-date with floor coverings trends and product advancement. We offer a lifetime guarantee on our installation, because we are so confident in the quality installers we employ.
You have recently rebranded to become Choices Flooring after years as Carpet Choice. Why the rebrand?
Well, because that’s exactly what we’ll be offering: more choices, more contemporary colours and patterns, more versatile textures and more ways to help you find the floor you’ve been searching for.

These days, people are becoming more environmentally conscious and are trying to reduce their ‘footprint’. Tell us about your eco friendly options.
We’ve got two major products in our range that are very eco-friendly.The first is bamboo, which is a very attractive alternative for any person making that difficult flooring choice. Bamboo is synonymous with quality and has grown over the last few years to become today’s market leader in this specialty flooring product.

Strand Woven Bamboo has gained the reputation as an ecologically sustainable product, while being totally environmentally friendly. Bamboo is one of the fastest growing plants on the planet and compared to hardwood, it grows at an amazing speed due to it being a grass and not a wood. This gives it a wonderful renewable ability to regenerate itself after each time it is harvested, which is unlike hardwood forests that require replanting. Bamboo reaches full maturity between 5 – 6 years, compared to a hardwood tree being 50 plus years.

Bamboo has amazing physical and mechanical properties; its strength and hardness exceeds our top hardwoods grown in Australia. Not only is the mechanical strength of bamboo amazing, but bamboo is also resistant to insects – especially termites.

The second eco-friendly flooring we have in stock is Godfrey Hirst eco+ carpets. Manufactured with Sorona renewably sourced polymer, this range marks the next generation in carpet. Made from natural corn sugar, the Sorona polymer in Godfrey Hirst eco+ places less reliance on non-renewable resources than other synthetic fibres and generates less greenhouse gas emissions to produce.

You’ve obviously been in business for many years now. What is the key to successful business?
The key to a successful business is having the right staff and happy staff. There is nothing better than being served by a confident, cheerful person who projects enthusiasm and support to each customer, assisting in achieving their goal or outcome.

Tell us about yourself, and the team you work with.
I was employed as the storeman of Max Finlay Carpets at 17 years of age. At 22, I ventured to Sydney and was the manager of three different outlets for Carpet Fashion stores over the following 3 years.

Returned to Coffs in 1999 and resumed with Max Finlay Carpet Choice as a partner in the business. I took on the sole responsibility of the store in 2002.

David has been in the industry for over 20 years, both in sales and installation. He thrives on giving good, enthusiastic customer service. He has the extensive experience and knowledge of the products and installation requirements.

Jenni joined us in 2011 in an administrative role, but has now joined the sales team. Jenni is the first point of contact for our customers.

Shirley has been with us since 2000 in an administrative role, ensuring both customer and business requirements are fulfilled.
What keeps you motivated?
The continued support from our buying group and suppliers supporting the growth of the floor covering industry.
We live in the best place, where my family and I all contribute to the local community and enjoy what the Coffs Coast has to offer.
My children are both growing up in a developing city, and my business is part of that.

Thanks James.


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