About Sergenian’s

Founded by Ara Sergenian in 1930, Sergenian’s was Madison’s premier oriental rug retailer, with a storefront on Monroe Street. In 1962 Ara sold the business to his sons, Marsh, Ron, and Paul, who moved the business to State Street and changed the emphasis to wall-to-wall carpeting. Five years later, Sergenian’s retail showroom moved again, to our current location at Todd Drive and the Beltline. Over the years, we have expanded into commercial sales in both the Madison and, as of 2013, Milwaukee areas. More detailed information can be found on our timeline.

Strong company management, professional sales and installation staff, a commitment to excellence and dedication to customer service have been the cornerstones of our business for over 90 years. Sergenian’s has been a consistent winner in Madison Magazine’s ‘Best of Madison’ contest. We’re honored to be recognized as a top Madison flooring store.
Sergenian's first store in downtown Madison, WI

Industry Leadership

Strategic partnerships with national buying groups, including StarNet and Flooring America, ensure that our customers have access to the newest flooring trends and highest service standards. Sergenian’s became an industry sustainability leader by creating Wisconsin’s first and only comprehensive carpet reclamation program in 2007. Our guarantee that any carpet we remove will be recycled has diverted over 20.5 million pounds of carpet and pad away from local landfills. We remain a local leader in sustainability efforts by consistently pursuing new initiatives and raising sustainability standards.
Industry Recognition
Sergenian’s focus on quality and service has been recognized both locally and nationally. Sergenian’s received the Rug Retailer of the Year award in 2003 for exemplary achievement among the nation’s most accomplished area rug retailers. Commercially, our work for the Overture Center for the Performing Arts won two awards in the 2005 StarNet Design competition. The grand prize award honored us for creative use of flooring, flooring design concept and the ability to meet client objectives. Residentially, the World Floor Covering Association recognized our showroom with the Gold Standard Award in 2017. This award recognized our commitment to providing an outstanding consumer retail experience based on customer service and knowledge of the industry.

Our current CEO and majority partner, Jim Garner, has been acknowledged for his sustainability initiatives and participation in local civic organizations. In 2012, Jim was inducted into the InBusiness Hall of Fame. The Greater Madison Chamber of Commerce awarded him with the inaugural Ground Floor Award for small business leadership in 2016.

Chamber of Madison smalls business leadership award presented to Sergenian's in 2016


Monday & Thursday: 9:30am – 8pm
Tuesday, Wednesday & Friday: 9:30am – 5:30pm
Saturday: 9:30am – 4:00pm
Sunday: 12:00pm – 4:00pm