Floor & Decor, a leading high-growth retailer specializing in hard surface flooring for homeowners and professionals, is a public company that has been around for more than two decades yet has never activated an external communications program. AGEAN was tasked with building awareness among its dozens of new store openings throughout 2023 and 2024, including their milestone 200th and flagship stores, with consistent coverage in local, consumer and trade press. AGEAN’s challenge was to develop an external PR program from the ground up while working with Floor & Decors internal teams – all to amplify Floor & Decor as a leading company in the retail and home design industries.
Our team developed a comprehensive strategy to position Floor & Decor as a rapidly growing entity with numerous community benefits, including job creation and enhanced consumer convenience. Our PR program employed a multifaceted approach, incorporating targeted pitches to both consumer and trade media outlets. Leveraging the power of press releases and executive interviews, our team ensured that key information about each store opening reached the right audience. Through effective media positioning, we highlighted Floor & Decor’s unique strengths and contributions to the market.
Store Openings: Between 2023 and 2024, AGEAN helped Floor & Decor launch dozens of new store openings. Each campaign consisted of precise positioning, strategic press outreach, and media interviews with an executive speaker’s bench to create a compelling narrative around the brand’s expansion. By securing coverage in prominent consumer and trade media, we aimed to solidify Floor & Decor’s reputation as a dynamic and thriving company, ultimately establishing it as a key player in the industry.
Flagship NYC Store Opening: In May 2024, AGEAN supported Floor & Decor’s flagship store launch in Brooklyn, the first store in the NYC market. We planned and executed private media events, secured top-tier coverage, and developed deeper media relationships with NYC business, retail and real estate press to introduce Floor & Decor into the NYC market. As a result of our outreach, the flagship Brooklyn store garnered over 6.7 million impressions and coverage in top-tier outlets including Yahoo! Finance, Bisnow, Brownstoner, Commercial Observer, The Brooklyn Reporter, Chain Store Age, and more.