In 1930, Tom Sergenian’s grandfather opened a little flooring shop on Monroe Street in Madison. The front was the showroom. The family lived in the back. Now, nearly 100 years and four generations later, that small storefront, Sergenian’s Floor Coverings, has grown into one of Wisconsin’s most respected flooring companies.
But the foundation of the business hasn’t changed.
“We’re very proud to be a locally owned business,” said Tom Sergenian, now president and CEO, “and I think it resonates with our customers and our community. I’ve never worked anywhere else. I never really wanted to.”
Sergenian didn’t always know he’d step into his grandfather’s footsteps. He started helping out part-time in 1972, then came on full-time. He never left. He now works alongside his sons Nicholas and Lucas as well as nephew Wesley Endres — the fourth generation of the Sergenian family.
Ask Tom what sets Sergenian’s apart, and he doesn’t hesitate.
“I have a just absolutely terrific team here. That’s what sets us apart. Not only from other flooring businesses in the area, but from many other businesses. It’s just the people and how much they care about our customers and each other.”
Sergenian’s brings that commitment to serve both residential and commercial clients with quality products and an eye toward sustainability. Products include carpets, area rugs, ceramic tiles, hardwood, laminate, countertops, luxury vinyl, stone tile and commercial flooring. Services include installation, carpet reclamation, furniture moving and dust-free wood floor refinishing.
Commercial work now makes up 60% of their business, including UW Health’s Eastpark Medical Center, The Couture apartment complex in Milwaukee, the Overture Center and Madison’s East and West high schools.
“Some of these are the biggest projects in the state,” Tom said. “We’ve got a very talented staff of installers, and we keep them busy.”
Not only is Sergenian’s one of the only companies in the industry to offer a lifetime installation guarantee, but it is also home to Wisconsin’s first carpet reclamation program. Since 2007, they’ve reclaimed over 25 million pounds of carpet and padding, none of it going to landfills.
“We’re the first ones in the state to do it,” Sergenian said. “We’re pretty proud of that.”
Many of Sergenian’s employees have been with the business for decades. Working with them is Tom’s favorite part of his job.
“It’s nice, after 53 years, to still enjoy coming to work,” Sergenian said. “There are so many long-term employees here, and they’re not just coworkers. You really develop friendships.”
It’s the same way he treats customers coming into the store.
“I wish we were perfect, but we’re not. When there’s an issue, we do our absolute best to make it right. We treat our customers the way we’d want to be treated,” Sergenian said. “That’s not always easy, but it’s incredibly satisfying. People aren’t used to getting good service these days, so when someone comes to us with a concern, they often expect a fight. But we’re not here to argue. We’re here to help.”
Their newly redesigned showroom was designed with that in mind, arranged by color and style rather than brand, with QR codes, sample delivery and interactive tools that guide customers through their options. That smooth process continues through installation, with estimators who have hands-on experience as installers, meaning they can clearly explain what will work, what won’t and why.
“It’s tough for a business to go from one generation to the next,” Sergenian said. “To reach into the fourth generation and not just survive, but thrive … that’s pretty unique. And I’m very proud.”
* This post comes from The Capital Times, August 27, 2025