Empire Today has been around as a shop-from-home flooring installation business for 55 years, spending 40 of those years getting its phone number jingle stuck in everyone’s heads. But until now, there were no physical stores for shoppers to visit and pick out flooring. After all that time priming potential customers with “588-2300, Empiiiire!” the company says it’s finally ready to open its first bricks-and-mortar stores.

First of all, my apologies for getting that jingle in your head for the bajillionth time, but it comes with the territory.

The Illinois-based company announced today that it’s planning to open its first store in Fairfax, Va. and two more next week, both on Long Island in Commack and Westbury, N.Y., the company said in a press release.

“Like a lot of other retailers, we’ve seen a steady improvement in the economy and the customer willingness to make change and upgrade their living spaces,” Keith Weinberger, Empire’s chief marketing officer told the Chicago Tribune.

The at-home model was popular, but he says many people like starting out in a store environment, as “they want to feel like they’re in control, they can select the styles themselves.”

“We’re able to offer those consumers who are looking for the retail experience something better than what’s out there.”

As for how Empire Today will be different from other stores that offer home improvement services and flooring, the company says there will be dedicated specialists guiding customers through their choices.

“Empire Today is using its 55 years of shop at home experience to create a better kind of flooring store,” Weinberger said in the company’s statement. “Empire Today wants to take the stress out of getting new floors. Empire’s new stores will have a personal flooring specialist who collaborates with customers throughout their project, a hand-selected product assortment, special warranties, and Empire’s great pricing and specials.”

Discounts and promotional prices offered in the company’s national TV ads will also be redeemable in stores.

Flooring retailer Empire Today to open first retail stores [Chicago Tribune]

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