John and Suzie LaRocco's flooring business, LaRocco Floor Coverings was formed in 1976. This was same year that The United States of America was celebrating its bicentential. One of LaRocco Floor Coverings two locations at 1615 Franklin Street in Michigan City is difficult to overlook. Look for a replica of an old-fashioned milk bottle larger than the Liberty Bell above the store. This milk botttle is an easy-to-spot, landmark for Michigan City locals.
Michigan City, Indiana
LaRocco Floor Coverings,
Serving Michgan City, Indiana
Since 1976, the U.S. Bicentennial
John joined his dad in the business in 1976 after earning a business degree at Indiana University. In 1979, they purchased the Scholl Dairy Building. John's wife Suzie began working at the store after working as a nurse at Saint Anthony's Hospital for 13 years. “The building has been great for us,” John added: “It has allowed us to grow over the years and show products well.” John noted that LaRocco Floor Coverings “differs in the products we don’t carry. We thoroughly test products and sell ones that are made well, have tested well and perform well. What sets us apart is what we refuse to carry.” LaRocco's distinction as a local, family-owned business is noteable.
LaRocco Floor Coveings is a local business. It is not a franchise owned by a corporation. “We are a true Mom-and-Pop and proud to be that way,” John said. “When you call us, you talk to Suzie or John — not a voice mail. You get to talk to someone who knows what they are talking about.”
The couple has seen many changes in the flooring industry over four decades in flooring business. John explained "there's been a natural evolution away from softer products to harder, longer-lasting flooring choices such as laminates, hardwoods and ceramics that are better for allergies and easier to clean and maintain." Ceramic tile installation has seen some drastic changes as well, migrating from the heavy traditional concrete board to thinner, lighter products. Not as raised, the thinner, lighter tile products better meets other types of flooring and because they are thinner they are lighter - there is less weight for the home to bear. “We’ve been using them for years. We keep up with the technology – lighter, better and stronger products for tile installation — because flooring is the only thing that we do,” he said. One new product added to LaRocco Floor Coverings lineup is Tuftex Carpet by Shaw Flooring. Tuftex is made in California. John says that “it’s the latest and the greatest — innovative and the most up-to-date in style and quality.”
Once a customer decides on a type of flooring, they can rely on the experience of their installers, qualified to install all the products they sell including carpets, laminates, ceramic, tile, vinyl, hardwood and environmentally friendly cork floors, from the cork tree bark. “I don’t send out anyone I don’t trust explicitly,” stressed John, adding that his installers routinely thoroughly clean up, including vacuuming, after the job is finished. One installer, William “Rusty” Geisler, just retired in 2016 after 40 years with the company; he began with John’s father. John said Rusty’s son William Jr. now fills his shoes. William is versatile installing everything the store sells. This installer is certified through the Karastan (carpet) Certified Installer Program. This is a notable achievement, according to John.
Looking for light commercial flooring? Ask about LaRocco's Flooring Outlet, a segment of the business reserved exclusively for: contractors, builders, homeowners and do-it-yourselfers with a slogan: “LFO will save you dough!”
More people are learning how to install many types of flooring on their own. John and Suzie LaRocca recognize this growing trend. They reward the ambition it takes to do it yourself. Do-It-Yourselfers can count on LaRocca Floor Coverings for the kind of support that they are likely to appreciate: “We give discounts to people who are installing themselves. If you are doing it yourself, we will help train, educate and coach you as well as give you better prices because you are doing it yourself.”
Floor
CARE
LaRocco’s Floor Covering offers free estimates and a full selection of floor care products for: carpet, vinyl and laminate products. “We have earned our business through performance and word-of-mouth,” and Suzie emphasized that. “We’ve survived through recommendations and the professional service we offer – not through a large advertising budget.” Those who are planning a flooring project and live nearby would be well served to stop in to say hello to John and Suzie during store hours:
Monday - Friday:
9AM - 5PM
Saturday Hours:
9AM - 2PM
LaRocco
Floor Coverings
1615 Franklin Street
Michigan City, IN 46360
Phone: 219-872-0694
Website: http://www.4lfc.com
The building of this flooring store has a rich history. It was once an ice cream parlor owned by Scholl's Dairy. A milk bottle above the store reminds local residents of the days gone by. In 1932, the 19,000 square-foot building was constructed at a time when milk was delivered by way of horse and buggy. The Ice Cream parlor was a popular hang out during the 1950s and 1960s.
This corner is a piece of Michigan City history and one of two showrooms for LaRocco Floor Coverings. “Almost everyone over age 60 knows it,” John said. “Many worked there in high school. Some will come in, point to an area and say, ‘That was my booth.’”
Family is how the The LaRoccos were introduced to the floor covering business through John’s father, John Sr; who formed a dry cleaning business, in a shop in the 1800 block of Franklin Street in 1944. This shop made custom draperies before evolving into the flooring business.
Floor Covering Media is
a social media network.
Retrieve timely, objective news and
information at https://www.floorsearch.info.
