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In 2005, Royal Flooring was a small operation in Altoona, with four people who were driven by passion and a vision. From those humble beginnings, Royal Flooring branched into many categories — flooring, cabinetry, countertops and more — to meet their customers’ needs, and today operates from a 25,000-square-foot showroom in Urbandale.
“Over the past 20 years and with the same local ownership, the business went from a small ma-and-pa shop to having the trust and repeat business of many customers and local builders,” said Cayden Dunbar, Royal Flooring’s marketing manager.
The showroom — spacious, grand and home to endless inspiration — is the business’s impressive calling card. While a number of high-end displays show the breadth of wares offered, Dunbar said, “We can hit any price point — from upgrading rental properties to remodeling 10,000-plus-square-foot homes.”
Dozens of kitchen and bath displays recreate actual rooms, complete with running water in sinks and refrigerators, showers with heated floors and benches, ranges and wall ovens connected to power, to give shoppers as close to a real-life test-drive as possible.
“You can see the whole room and say, ‘That’s exactly what I want,’” Dunbar said. “Our team is able to handle the cabinets, countertops, floors — really the whole project, start to finish.”
With nine different cabinetry lines and hundreds of cabinet door styles, Royal is guaranteed to have a color, design and price point to please every customer.
“While our showroom stands out, I truly think our employees and culture are what separate us from the national chain stores and other competitors in the area. We’re constantly evolving and innovating, and we look forward to continuing to shape home trends in Des Moines.” — Cayden Dunbar, Royal Flooring’s marketing manager
The offering of counters to top those cabinets is just as varied: from engineered composite like quartz to natural stone like granite; brands such as Dekton (a human-made, fireproof, scratch-resistant and super durable material) and Cambria (American-made, maintenance-free quartz); and even large-scale slabs of porcelain tile. All come in a number of styles, colors and patterns.
“It’s a very visual product selection,” Dunbar said. “It’s hard to grasp until you see for yourself.”
Not surprisingly, Royal’s selection of flooring is also wide-reaching.
“There’s endless options,” Dunbar said of the tile, hardwood, laminate, carpet and luxury vinyl they carry. “We can satisfy the family who needs durable, waterproof and pet-friendly, as well as the client who wants an elegant, traditional wood with a very grand feel.Our trusted, award-winning designers will guide you through making those choices.”
In-house designers also assist shoppers with the store’s window treatments — from shades to drapes — by Hunter Douglas and Graber.
“We offer the latest designs from these established lines,” Cayden said, “and installation, too.”
But more than just the latest designs, engaging displays and immense square footage set Royal Flooring apart as a depot for all things home.
“We take pride in doing what’s right for the customer and having the grit to accompany them to the finish line of every project. We always strive to put them first,” Dunbar said. “That is an important part of our company culture, what has built our reputation, and what brings clients back time and time again.”
> CLICK HERE TO LEARN MORE ABOUT ROYAL FLOORING
11801 Hickman Ave. | Urbandale, IA | www.shoproyalflooring.com
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