Sergenian’s Floor Coverings, a long-time Madison staple, serves both residential and commercial clients with quality products, exceptional service, and a commitment to the community in both leadership and sustainability. As we look to the future, we plan to carry that commitment forward to serve the greater Madison area for the next 90 years.
A Growing Family Business
– 1930 – Ara Sergenian, Founder
Ara Sergenian founded Sergenian’s Floor Coverings in 1930, serving as Madison’s premier oriental rug dealer with its original storefront located on Monroe Street.
– 1948 – Sergenian’s first fleet vehicle
Sergenian’s acquired its first delivery truck in 1948 to haul rugs and carpet during the week.
– 1962 – A family affair
Some 30 years later, Ara sells the business to his sons Marsh, Ron and Paul, who maintained Sergenian’s commitment to excellence and dedication to customer service.
– 1963 – Former CEO Jim Garner begins his career at Sergenian’s
In 1963, former CEO Jim Garner was the first non-family member to join the Sergenian’s team as a carpet mover. Now, celebrating close to sixty years with the company, Jim is part of the Sergenian’s family and award-winning legacy.
– 1966 – Fire destroys State Street location
The retail showroom moved to this State Street location in 1962 and shifted its focus to wall-to-wall carpeting. In January 1966, the first of two fires to hit Sergenian’s, destroyed that location, forcing them to temporarily move to Lakeside Street on Madison’s south side as they built their current showroom on the West Beltline.
– 1972 – Tom Sergenian joins the family business
Tom Sergenian, Ron’s son, started working part-time for the family business in 1972 and now serves as the current President. Tom began full-time employment with the company in 1979 and says the most rewarding part about working [here] is the people he works with, which has grown to include around 108 employees.
– 2020 – Family legacy continues at Sergenian’s
Sergenian’s continues the rich family tradition with the emergence of the fourth generation of business leaders, including Tom’s sons, Nick and Luke Sergenian, and his nephew, Wesley Endres.
Focus on Residential Products
– 1967 – Sergenian’s lays foundation for its permanent home in the late 60s
In 1967, Sergenian’s retail showroom moves to its current home at Todd Drive and the Beltline, located at 2801 W. Beltline Hwy. in Madison.
– 1976 – Sergenian’s stays on top of new flooring trends
Residential carpet styles featured deep pile shags, bold designs, and heavily sculptured patterns.
– 2000 – Sergenian’s remodels current west side store
In 2000, Sergenian’s grows its brand to include an expansive imported rug display, as well as well-known carpeting brands like Mohawk and Karastan, hardwood, laminate, tile and even countertops.
Commercial Expansion and Beyond
– 1984 – Commercial sales makes a comeback
In 1984, Sergenian’s makes a bigger push into commercial sales and expands to the Milwaukee area some ten years later.
– 2000 – Sergenian’s joins Flooring America Co-op
Flooring America is a cooperative of flooring experts.
– 2005 – Commercial business proves successful
Sergenian’s wins two 2005 national StarNet Design awards for commercial installation at the Overture Center for the Performing Arts, receiving grand prize recognition for creative use of flooring and meeting client objectives.
– 2011 – Sergenian’s acquires G. Fried Flooring America
In November 2011, Sergenian’s merged with Florida-based G. Fried Flooring America.
– 2016 – Sergenian’s upgrades its distribution center and commercial offices
In June of 2016, Sergenian’s moves its distribution center, commercial sales and installation services to 3812 Kipp Street in Madison. The move provided access to both the Beltline to better serve Madison and its surrounding communities and the Interstate for easy access to Milwaukee.
Award-winning Sergenian’s Becomes Industry Leader & Environmentally-friendly
– 2007 – Sergenian’s paves the way in sustainability efforts
In 2007, Sergenian’s successfully pilots Wisconsin’s first carpet reclamation program. Three years later, Sergenian’s wins InBusiness Magazine’s “Sustainability Award for Best Eco-Product or Service.” To date, the company has kept more than 20.5 million pounds of carpet and pad waste out of our landfills.
– 2016 – Garner among Madison elite for Madison Chamber of Commerce Award
Garner is awarded the prestigious Ground Floor Award, celebrating individuals who move their business and community development efforts forward.