A Divine History
Armed with a business plan and a dream, Carlos Soares establishes a wood flooring company based in Calgary, dedicated to forward-thinking ideas about craftsmanship and design. Carlos is inspired by the most beautiful hardwood flooring installation he has ever seen, in St. John Cantius Church, Chicago, and names his company Divine Hardwood. His vision, as a flooring supplier and installer, is to bring that level of beauty and originality into the home by creating unique, custom hardwood flooring. Carlos partners with environmentally conscious, quality-driven manufacturers that buy into his approach. The Calgary showroom opens.
Carlos is diagnosed with stage 3 cancer - pelvic sarcoma. Determined to overcome this setback, he undergoes life-saving surgery and several rounds of chemotherapy. With his mind and spirit focused on recovery, Carlos becomes cancer free. His journey motivates him to help others battling cancer, especially children.
Patience and dedication pay off. Consumer demand has increased exponentially. Dave Soares, Managing Partner and Carlos's brother, founds Hardwood Flooring Direct Calgary, and opens Divine Flooring's first store on Fairmount Drive. He continues to develop Divines' signature approach to personalized customer service - highly caring, knowledgeable staff who are great at communication and follow-up.
To be fully integrated, the business invests in a 500-square-foot custom wood working shop. No more outsourcing is needed.
Increasingly, western Canada's top home builders and discerning consumers are turning to Divine for their flooring projects. The company opens Hardwood Flooring Direct in Edmonton. Fresh ideas, a passion for design and craftsmanship, and the company's trademark customer service continue to drive the business forward.
Dave Soares opens a showroom in Edmonton. Here customers can view a stunning array of hardwood flooring samples. Friendly staff consults with homeowners to select a floor that fits both their budget and their vision for what they want their home to be.
Business keeps growing, and Divine is running out of storage space! It begins expansion of its state-of-the-art warehouse on Ryan Road in Calgary in order to house an increased volume of flooring materials.
Managing partners Nick and Tony DeVito extend Divine's geographical presence beyond Calgary and Edmonton by opening a showroom in Vancouver. The floor in showroom wins the 2008 National Wood Flooring Association's Floor of the Year Award for the Best Commercial/Showroom. The floor illustrates how working with prefinished engineered products does not limit creative choices. As Carlos puts it, "Different colors, myriad species and unique angles are all at the craftsman's disposal when installing a prefinished engineered floor."
Divine Flooring's distribution reach expands as Runway Flooring Couture adds Divine Flooring to its distribution line-up. With warehouses in Vancouver, Edmonton and Calgary, Runway brings 40 years of experience to serving clients across North America.
The Edmonton Showroom is completed. Designed by the award-winning Vancouver architectural and design firm False Creek Design Group, it is, in their words, unique: "This hardwood flooring retail space takes an upscale fashion apparel approach focusing on the product and the heightened levels of customer engagement in a stylish interior environment... The experience is welcoming and tactile, inviting the clients to touch and inspect the product."
Expansion of the Calgary corporate headquarters and warehouse on Ryan Road is completed. In-house service and operations include:
- Accessories made by custom woodshop to match all flooring and ability to provide quick turnaround.
- 75% of our installations are completed in 1 day.
- Dedicated estimators and a dedicated customer service representative so you always deal with the same person.
- In-house field team with specialized service technicians.
- Inventory of a variety of flooring options from mid to upper end price range
Divine Flooring unveils a fresh new logo and identity.
The Calgary showroom undergoes a complete renovation. Designed by the award-winning Calgary architectural firm McKinley-Burkhart, the showroom, in their words, "takes flooring to the next level. This crisp white space evokes feelings of a modern art gallery... a bright, open, and serene space welcomes guests and provides expansive space to lay out samples and get to know the product."
Divine Flooring launches a lifestyle-oriented online flooring catalogue. Its layout makes it easy and fun to select flooring that matches the homeowner's tastes and style of living.