Direct Flooring Opens On Rossville Boulevard


?Jordan and Florina Parker

Direct Flooring will be opening their newest location at 5013 Rossville Blvd. on Wednesday. 

The owner, Jordan Parker, is a Chattanooga native and third-generation in the carpet and flooring industry. 

“I learned this business (and retail side of this industry) while working in my grandfather’s store in East Ridge,” said Mr. Parker. “I began working at 10 years old and earned $1 an hour. Much more important than any earnings, was the teachings of my grandfather and how to run a successful store, focused on customer satisfaction.”

When Mr. Parker’s family’s store closed in 2004, he decided to start his back on his own. “I had just come back from college and needed to draft a business model to have a more “direct” approach to providing the best prices and service to my clientele. I rented a small storage facility, borrowed a forklift and had my mother help me to co-sign on a pickup truck.” This was the beginning of Direct Flooring.

In 2009, Direct Flooring purchased their first location at the intersection of Dodds Avenue and 48th Street.

“Being a graduate of McCallie School, I told people that I had never driven this far down Dodd’s Avenue. Many people warned me that this area was bad, but I always went with my gut, which told me that a business can thrive on “The Blvd”.  For the past 15 years, this first location has served us very well.”

Mr. Parker recently purchased and renovated an historic building in the Downtown District of Rossville Boulevard. This large investment in the new location will serve as a full representation of the vision that he has for his business, as well as the belief he has in the power of the Rossville Boulevard community. 

“I’ve always heard the stories of the jewel that this area had once been,” said Mr. Parker. “I believe there is plenty of hope to ‘Bring back the BLVD.'”

“I urge other businesses to consider the Rossville Boulevard area as an opportunity for investment. I am an ‘open book’ for any questions or advice.”

Direct Flooring will have its soft opening on Wednesday, followed by a grand opening mid-June.