F-M Flooring Story
The Fargo business specializes in all types of residential floor coverings and is a certified commercial contractor. It also sells Benjamin Moore Paints.
The business was started on Broadway in 1960 by Ed Hagen, Al Hagen, Howard "Hud" Anderson and Marshall Hanna.
F-M Flooring moved to Eighth Street and Main Avenue a few years later. In 1984, the business relocated to its current location at 1919 Main Ave.
There have been a lot of changes over the years, say owners Dennis Mortenson, president, and Duane Hagen, secretary treasurer.
The products are made from different materials - the carpets are softer and more stain resistant - and the customers are more knowledgeable than they used to be, often doing research online before they start shopping, Hagen said.
Hagen and Mortenson have also seen trends cycle.
"The latest trend, especially with paint, has been to more color," Hagen said. "The off-white walls are gone for the time being, but they'll be back."
Hardwood flooring has made a big comeback in recent years, Mortenson said.
"Back in the '50s and '60s, they put in hardwood floors, and then all of a sudden, they started covering it up with carpet. Now they're going back to hardwood," Mortenson said. "Everything goes in a cycle."
F-M Flooring also has an interior designer, Nancy Ammann Foss, who helps customers choose colors and find products that fit their lifestyle.
"We get a lot of training from our manufacturers and distributors, so we are very knowledgeable about how the product is made, how it works, how it functions," she said. "We're very focused on the products that we sell, and it's our job to stay on top of the trends."
Dan Heckaman of Moorhead has been a customer for the past 12 years.
"One of the differences is the service," he said. "They know where to step in and help out, and they know when to let the customer run on their own."
Heckaman said F-M Flooring helps instruct customers how to apply the products.
"When I want something of high quality and I don't know exactly how to do it, or when I really want it done right for the long term, that's when I go in there," he said.
Inforum.com Tracy Frank May 4th, 2010.