With over 100,000 SKUs available and showrooms that span up to 15,000 square feet, Contract Furnishings Mart (CFM) isn't just selling flooring—they're selling possibilities. The wholesale supplier's newest locations in Salem, Oregon, and Scottsdale, Arizona, are the latest evidence of a growth strategy built on an uncommonly simple idea: give trade professionals the selection, service and consistent pricing they need to succeed.
The wholesale flooring company, which is a member of the National Floorcovering Alliance, recently celebrated the grand opening of its Salem location in early October, featuring over 13,000 square feet of designer showroom and warehouse space. The new facility serves the mid-Willamette Valley region, filling a market need for CFM's comprehensive flooring solutions and service model.
In Scottsdale, CFM has established a 15,000-square-foot location just north of Westworld, positioning itself in a hub for high-end design and construction. The Scottsdale showroom, which plans a grand opening in early 2024, represents CFM's second Arizona location following its Chandler store opening four years ago.
"Phoenix has a lot of great things going for it, a lot of room for more continued expansion," explained Garrett Anderson, CFM’s marketing director. "Eventually the plan in Phoenix is to have a similar footprint to Seattle or Portland and have eight, 10, possibly even more locations scattered around so that there's always something conveniently located no matter where the project or the customer is."
Founded in 1981 by builder Bill Cogdall, Sr., CFM operates on a business-to-business wholesale model, working exclusively with qualified trade professionals including installers, builders, custom home remodelers, designers, and real estate professionals. Cogdall aimed to solve problems he saw among floorcovering retailers: inconsistent pricing; inexperienced, commissioned sales staff; limited product selection, and never knowing what crew would show up to install a job.
Today, the company has 20 locations offering flooring, cabinets and countertops and maintains a high-volume, low-margin approach focused primarily on residential remodel projects.
"Our focus is always on what's best for our customers," Anderson said, who has been with the company for 17 years. "We're very proud of the fact that we can retain a lot of great talent and that we have a low turnover rate and very high tenure. I think it's over seven years on average currently."
CFM differentiates itself through salary-based sales teams, consistent pricing through a single price book, extensive product selection with access to over 100,000 SKUs, and strong relationships with independent contractors for installation services. The company also emphasizes community involvement, recently raising over $23,000 for Breast Friends Oregon, bringing their four-year total to more than $86,000 for the organization.
"We take a lot of pride in that company culture that we have and just empowering our people, providing a great workspace for them to thrive in and just give them all the tools to be successful and have fun while we're doing it," Anderson added.
The company's expansion strategy focuses on responsible growth without taking on debt, selecting locations that can support and strengthen their existing network while maintaining their commitment to customer service and employee satisfaction. With both new locations featuring the bright, open showroom design characteristic of CFM stores, the company continues to build on its successful model of creating welcoming spaces for trade professionals and their clients.
