THIS GARDEN STATE-BASED LUXURY FLOORING SHOWROOM HAS FLOURISHED OVER THE PAST 35 YEARS, GROWING FROM A WAREHOUSE TO A SWEEPING DESIGN CENTER, FEATURING EVERYTHING FROM DESIGNER CARPETS TO LUXURIOUS HARDWOOD, PLUS KITCHEN AND BATH CABINETS AND WINDOW TREATMENTS
BY JENNIFER KELLY • PHOTOS BY ALEX BARRETO
When Alan Braunstein founded Worldwide Wholesale Floor Coverings in 1991, his dream was to create a unique flooring store that focused on the importance of “home.”
“He had a very particular vision of what the store should look like and the bond he wanted to establish with his customers,” said Lori Vaynstein, Braunstein’s daughter, who today serves as vice president of fashion and design services for Worldwide Flooring Design Services. “He worked in distribution his whole life, interacting with retailers for decades. When he launched this business, the focus was always on the client. He was very intentional about helping customers make their house a home.”
The business launched in Edison as a warehouse-style store featuring everything from rolls of carpet to a variety of hardwood, vinyl, and laminate floors. Three additional locations have opened over the last 33 years – Lawrenceville, Fairfield, and Old Bridge each site helping the brand evolve into a showroom/design center experience.
“We still carry a wide range of products, everything from high-end carpet to luxury vinyl and everything in-between,” Vaynstein said. “But now we also feature in our Edison and Old Bridge locations extensive kitchen and bath departments with on-staff designers ready to share ideas and inspiration during the conception phase. Right from the start our designers provide assistance selecting the right cabinet style and finish, plus options for coordinating hardware, countertops, backsplash, flooring, and even window treatments.”
It’s a move that has positioned Worldwide Flooring as a one-stop shop for customers throughout the tri-state area, Vaynstein explained. “Each showroom features a wide range of flooring samples under state-of-the-art lighting to help customers visualize the product in their space. In addition to top brand name flooring and carpet collections, customers are amazed at the selection of tile, backsplashes, and mosaics, all meticulously selected for quality and style. Plus, regardless if the project is a floor, stair runner, window treatment, kitchen or bath installation, Worldwide’s team of highly trained crafts men are the best in the trade.”
“It’s a name that customers have really come to trust,” Vaynstein continued, crediting much of Worldwide Flooring’s success to the fact that the business itself is still a family-run operation, a covenant of the owners’ mission to provide high-end, concierge-style service. “My brother, Darren Braunstein, is currently the president and CEO of the company. I run our designer showrooms, and both of our spouses – Darren’s wife Cindy and my husband Alex are also involved. And of course, our parents still come in about four days a week. My dad is very proud of how this business has grown and prospered.”
In a world of Pinterest boards and DIY reality TV shows, Vaynstein views her store’s success as a testament to her staff’s deep knowledge of the product and commitment to exceptional customer service.
“We’re living in a do-it-yourself generation where you can easily visit Pottery Barn or Crate & Barrel and decorate a home on your own,” she said. “But there is irreplaceable value in consulting with a designer. The people working here are experts in their field. We guide customers in the right direction and offer something for everyone, from basic carpeting to ultra-highend flooring.”
When asked to share the current flooring trends for the new season, Vaynstein didn’t skip a beat. A throwback to carpet, laminate, and vinyl is taking the interior design industry by storm. “Vinyl is huge right now; it really has evolved,” she said. “Laminate is becom ing a big category as well. We’re also seeing a throwback to carpet. It’s being used in bedrooms again, and it really gives each space a lot of warmth.” But regardless of what a customer is shopping for, Vaynstein said her team treats each client as a part of the extended Worldwide family.
“We are all still so hands on and truly believe that each shopper deserves a very personalized experience,” she added. “Customers have been coming here for generations, all based on referrals and word of mouth. We hope they continue to shop with us for generations to come.”
Worldwide Flooring Design Center
Edison / 732.906.1400 Lawrenceville / 609.530.9600
Fairfield / 973.227.0300 Old Bridge / 732.724.2560