Chattanooga, TN – When Western North Carolina retailer Locust Trading Company set out to reimagine its showroom experience, the goal was not simply to reduce square footage. The objective was to create a more intentional, design-focused environment that reflected the way today’s consumers shop for flooring.
What followed became a powerful example of the partnership that exists between Alliance Flooring and its members.
Hands-On Collaboration Demonstrates the Power of Partnership and a Shared Vision for the Future of Flooring Retail
Alliance Flooring recently partnered with Locust Trading Company to transform its traditional 4,300-square-foot showroom into a curated 1,500-square-foot Boutique Flooring & Design Studio. The two-day project was led by Alliance Flooring Co-President and CEO Ryan Dunn and supported by David Isaacs, Director of Operations; RJ Dunn, Regional Sales Manager; and David Ellis, Director of Member Development.
Together with owners Ken and Margo Locust, and Karen George, the team evaluated existing merchandising, removed outdated displays, streamlined product presentations, and reimagined the showroom experience from the ground up.
“This project was never about having less,” said Ryan Dunn. “It was about creating a better experience for the consumer. Today’s shoppers are looking for inspiration, confidence, and professional guidance. A thoughtfully curated showroom allows retailers to showcase the right products in the right way while creating a more engaging and personalized shopping experience.”
Cluttered, cramped showroom was drastically improved
The transformation reflects a growing shift within specialty retail toward curated product assortments, lifestyle merchandising, and design-driven customer experiences.
For Locust Trading Company, however, the most meaningful part of the project was not the physical transformation itself, it was the direct involvement of Alliance Flooring’s leadership team.
“What impressed us most was that Alliance didn’t simply send a crew to move displays,” said Margo Locust, co-owner of Locust Trading Company. “The organization’s leadership personally invested their time, expertise, and energy into helping us rethink the showroom experience. Ryan Dunn brought a vision for what the space could become, and after discussing my goals, the team seamlessly implemented that vision. Their hands-on involvement demonstrated the true meaning of partnership.”
Over the course of two days, the Alliance Flooring team worked side-by-side with Locust to identify displays that no longer aligned with the company’s strategic direction, remove unnecessary merchandising, install new displays, and create a more intentional showroom flow.
The result is a boutique-style environment that emphasizes carefully curated flooring selections, design inspiration, personalized service, and access to extensive product offerings through Alliance Flooring’s supplier network.
“Margo had a clear vision for the future of her business,” Dunn added. “Our role was to help bring that vision to life. Independent flooring retailers face an evolving marketplace, and we believe our responsibility extends beyond providing programs and purchasing power. We are committed to helping members create retail environments that differentiate them in their local markets and position them for long-term success.”
Locust believes the showroom transformation reflects a broader evolution taking place throughout the flooring industry.
“Our goal was never to have the largest showroom in the market,” she said. “Our goal was to create the most inspiring and effective showroom experience for our customers. By curating our selections and focusing on design, we’ve created a space that better reflects how consumers shop today.”
Margo is thrilled with the results of her showroom makeover.
The completed Boutique Flooring & Design Studio demonstrates how strategic merchandising, thoughtful product selection, and collaborative leadership can transform a retail environment while enhancing the customer experience.
More importantly, it serves as an example of what can happen when a retailer’s vision is supported by a partner committed to helping independent businesses succeed.
“As retail continues to evolve, our mission remains the same,” Dunn said. “We are committed to helping our members grow, adapt, and thrive. Sometimes that means providing resources and buying power. Other times, it means rolling up our sleeves and working alongside our members to bring a vision to life.”
The successful transformation of Locust Trading Company stands as a testament to the strength of collaboration, the value of strategic retail innovation, and the enduring power of partnership.