Kelly and Eric Haines had always wanted to own a business, and when the opportunity arose to buy Boyer’s Floor Covering, they knew they’d found the perfect match.
The store was founded in 1923 by Charles Boyer, who operated out of a converted row home on 11th Street in Reading, selling awnings, blinds, and linoleum.
Boyer spent decades solidifying the store’s reputation, until retiring in the 1950s and selling to Robert Britegam, who also ran the store out of Reading.
Under the management of Britegam and his daughter, Dorothy Kercher, along with her husband, David Kercher, Boyer’s legacy only grew — so much so that in 1980, the Kerchers were able to build a new 8,000-square-foot office and showroom at 3020 Kutztown Road, Muhlenberg Township.
It was the store’s impressive lifespan that set Boyer’s apart, and drew the interest of Kelly and Eric Haines, who took over ownership in 2017.
“We’d been looking for a while, working with a few business brokers,” Kelly Haines said. “This one really just was the longevity, and the great reputation they have in the community.”
The Haines had built successful careers — Eric within the finance division of a construction firm, and Kelly as a human resources consultant — but neither had any experience in the flooring industry.
“The way we were able to make it work was…Dave and Dotty stayed on for (about) two years…to help us learn and transition the business,” Kelly Haines said. “(Taking over) was intimidating, but we were fortunate that we had such great mentors.”
That mentorship, along with the Haines’ unique perspectives, provided exactly the toolkit needed to guide Boyer’s through the difficulties of the pandemic and beyond.
Now, in 2023, Boyer’s Floor Covering achieved a milestone reserved for the most resilient of companies — its 100th anniversary.
Eric Haines said one of their major focuses taking over was transitioning the business online.
“It was a strong point we had coming into the business, how to develop and really utilize the online presence,” Eric Haines said. “Knowing how certain age groups use the internet.”
Kelly Haines said her background in human resources enabled her to transition the business’s job postings online as well, and her preferences as a consumer informed her approach.
Challenges of COVID
She said that taking over in an unfamiliar industry took a level of flexibility that also proved beneficial during the onset of COVID, when everything from consumer preference to the availability and pricing of supplies was in flux.
“We did a lot of ‘shop at home,’ where Eric would take samples to people’s homes if they weren’t comfortable coming into the showroom,” Haines said. “We still offer that as well.”
Haines said one thing she appreciated most about her business was being able to provide the pleasure of an upgraded space during a time when many were staying home.
“People were staying in their homes for six weeks…it seemed to bring a lot of joy to people,” she said.
Eric Haines said changes in the cost of raw materials were especially dramatic during the pandemic years.
“Prior years before COVID and this hyperinflation that we went to, we maybe had one (price) increase per year. During and post COVID…I bet we had four price increases in one year, which was unheard of,” Eric Haines said.
He said materials prices have now leveled out since the pandemic, although shipping costs still fluctuate within a normal range based on the cost of fuel.
Kelly Haines said more manufacturers have brought their materials stateside since the pandemic, in an effort to avoid import costs and tariffs.
“At least two of our big suppliers have had factories open in the United States,” Kelly Haines said.
She said changes in the flooring industry have also progressed in recent years, such as the rise of luxury vinyl planks, which resemble hardwood floors or tile but are often waterproof, pet resistant, and more durable and affordable than traditional hardwood flooring.
“Close to 50% of our sales are in the luxury vinyl category, whereas 20 years ago it wasn’t even really an option,” Kelly Haines said.
Providing a range of luxury vinyl products is one of the many ways that Boyers has stayed flexible to customer needs.
“We look at every job as a unique project, from the installation to the product they’re using, to their home,” Haines said. “And we’re lucky that our employees go beyond. Nobody’s on commission, everybody’s salary, so it’s about making sure people get the right product for them, something they’ll love and tell others about, because that’s how we want to grow.”
Kelly Haines noted that Boyer’s also recently upgraded its showroom, including changing the layout, adding a snack and coffee area, a design center, and updated lighting.
“There are a lot of options these days with flooring,” she said. “We have to always make sure we’re doing everything…to make it as positive of a customer experience as we can.”
Eric Haines said he’s proud of the quality of the people Boyer’s employs, as well as the small business atmosphere that allows for a more individually tailored customer experience.
“We all care about the company and the customers. I feel, as a small business, that’s really important,” he said.
What’s next
As for the future, the Haines said they were focusing on slow, sustained growth, including incorporating the newest technologies, such as virtual floor visualizers, and ensuring the highest quality products are offered.
“Growth is great, but you’ve got to make sure you don’t sacrifice the quality of the customer experience,” Eric Haines said. “It’s always a fine line.”
Neither Kelly nor Eric Haines have any plans to retire or sell the business, the couple said.
They said they’re committed to staying at their location on Kutztown Road, having purchased the building in full in 2021 after renting it from the prior owners.
“We really felt it was the right spot, it’s really convenient for everybody to get to right off the bypass,” Kelly Haines said.
Source: Berkshire mont