MEET THE INNOVATOR: SHANE LATHROP

Q. You've owned this company for a year and a half, but worked here for 16 years. You started at the bottom?

A. I hate to say the bottom. I don't ever want to look at installing or working in the warehouse as the bottom because it's all part of the big picture. But yes, I started installing, in the warehouse. We used to have a carpet-cleaning van and I ran that. Then into the showroom and sales.

Q. This business was started by your parents-in-law. How did you end up with it?

A. Probably because my brother-in-law and my wife didn't want anything to do with a family business. So their father said, "The kids don't want it. You've worked very hard. Family should carry it on." I guess that's why I felt a duty.

Q. Had you ever considered doing anything but flooring?

A. I never imagined myself doing floor covering. When you get out of the service and you're 20 years old, you have no idea. I begged for a job.

Q. How have you changed things since you've been the owner?

A. We're trying to diversify. We align ourselves with different people. We aligned the inside of our store with Mohawk. (Beyond that,) we have a gentleman who does granite countertops. Another for laminate countertops. Epoxy floors. We've tried to diversify without having all those things under our roof and as overhead. We have them to offer and we warranty that work.

Q. You have only Mohawk?

A. In the main showroom. That was something my father-in-law and I did together. I created a separate room for other brands. I stole some space from my warehouse.

Q. Why choose one big supplier's program?

A. You have more purchasing power with Mohawk's aligned vendors, like Daltile and American Olean. Before this, the showroom was a hodgepodge of different size racks. This program helps us as far as a universal look, with the merchandise and the cabinets.

Q. You do your own TV commercials, which isn't easy. Why not go with a voiceover commercial?

A. They generally don't seem to work. We've done the purchased Mohawk ad spots, but you don't seem to get any response off of them. People breeze past the standard something. It's not going to catch their eye.

Q. Do you get a response now?

A. Huge. People say, "I saw your ad." I get picked on by the contractors. I fight back by saying, "It's usually on during Oprah or Dr. Phil. Why are you giving me a hard time? Obviously you're sitting at home at that point."

Q. Did it increase business?

A. It kept it rolling.

Q. The commercials are pretty straightforward.

A. I don't want to be the "deal guy." I don't want to come across as the Crazy TV Lenny. That's not the type of advertising we want to do. We talk about the Men's Wearhouse and how he sits on the couch and he's got that voice. He can pull you in and it's not annoying. I don't want the annoying ad. It's not gimmicks. We're not there to play the game. The consumers who come here are educated people who compare bottom lines.

Q. Housing starts are down. How does that affect you?

A. We've never been "builder strong" necessarily. Our customer base has always been repeat or referral. Home remodel.

Q. Will the stimulus package help?

A. I don't think so. I think it's safe to say everybody's maxed out. I know I will take my rebate check and put it towards bills.

Q. How's business overall?

A. Our '07 was up over '06, and at this point we're a little bit ahead of '07. So who knows? In this industry, it's a rollercoaster.

Q. How much volume do you do a year?

A. We're around $4 million a year.

Q. Does make you one of the big players?

A. I compare us to Floors by Robert, D&M, Macco's, Home Interiors. I always say there are five of us.

Q. Do you have a big growth plan for the future?

A. More is not better. We can continue to grow, but if you're large you can lose focus. We have to make sure everyone's taken care of. I take this very personally. It's my life.

Maureen Wallenfang: 920-993-1000, ext. 287, or mwallenfang@postcrescent.com