Direct Flooring opens Hixson outlet

Jordan Parker grew up in the floor covering business. Starting work at age 10 at his grandfather’s store in East Ridge, Parker made a dollar an hour.

The pay may not have been much, but Parker said he learned early the keys to ultimately building his own business — service, savings and speed in installing residential floors. Following the career path of both his grandfather and uncle, Parker decided to open his own retail and installation business when he was 20, after a couple of years of being away at college.

With the help and joint ownership of fellow workers and friends like Johnny Rodriguez, Parker’s Direct Flooring has grown enough to open a second showroom in Hixson. After starting his floor covering business in East Ridge in 2004 and opening a storefront off Rossville Boulevard a couple of years ago, Parker and Rodriguez cut the ribbon Monday on a 900-square-foot storefront at 5519 Highway 153.

“We have a very large customer base in Hixson and Soddy-Daisy, which is why we want to make our flooring products more convenient to all customers on this side of town,” Parker said in an announcement of the new store.

Direct Flooring Hixson displays luxury vinyl plank starting as low as $1.39 per square foot.

“Our prices are unmatched anywhere the in Chattanooga and Dalton markets,” Parker said. “Furthermore, we stock over 300 pallets of flooring, ensuring that all showcased products are available for same-day pickup. When you come into one of our stores, everything you see, we stock, and we have a great team here.”

Parker said his supply and staff help avoid many of the supply chain problems and labor shortages that have delayed many construction projects. The showrooms in Chattanooga help buyers see what is immediately available and how it looks.

Rodriguez said he hopes the new Hixson showroom is one of many for the growing company.

“We see how this goes in Hixson, and this could guide us in the future to opening even more showrooms,” Rodriguez said.

Direct Flooring is the retailer for Titan Surfaces in the Chattanooga market. At Monday’s ribbon cutting, Titan Surfaces Vice President Jason Smith said Titan and Direct Flooring continue to grow sales, even amid an overall industry slowdown, by offering better value and service.

Titan Surfaces started six months ago as a distributor of vinyl floor products made in China, and Smith said sales have grown every month this year despite an overall slowdown in floor covering sales due to higher interest rates and fewer housing starts.

“We’re still seeing healthy growth,” Smith said.

Direct Flooring offers carpet and hardwood in addition to luxury vinyl plank flooring, Parker said.

Contact Dave Flessner at [email protected] or 423-757-6340.