Then-and-now: High-end materials, value

Transformation with guaranteed success

“The project called for a more modern look and, most importantly, a better use of space, so that’s what we ended up with,” says Mike Alfieri of Alfieri Flooring in Welland, Ont., in describing
the residential bathroom renovation his company helped undertake in the Greater Toronto Area suburb of Burlington.

Alfieri explains the process involved in making such a project a success: “There are a few things. To begin with, communicating with the customer and the general contractor is very important. They make the final decisions. However, given that we’re experts on how flooring affects those decisions, our feedback was important.”

For example, Alfieri believes that the amount of variety in tile products these days helps provide the customer with exactly the product and look that’s desired. Alfieri adds, “In this case, the customer wanted a certain colour of tile, and we were able to not only do that, but to provide the tile sizes that maximized the layout.”

Alfieri says his company has undergone somewhat of an evolution since he has taken on more responsibility in the father’s business. According to Alfieri, “We used to rely almost exclusively on wire mesh or plywood for the sub-floors. We don’t do that anymore.”

Alfieri continues, “We have always provided our customers with value and great customer service. However, we used to take on all the responsibility, and costs, if something went wrong. Now, we use advanced sub-floor and backing products that come with their own guarantees from the supplying company.”

In this case, such products included the Durock tile membrane and Fiberock underlayment from CGC. Alfieri says his company also uses other higher-end products that come with similar guarantees. He explains, “If we’re going to promise quality and value to the customer, and charge them for it, then it has to come from all fronts: products, guarantees, service, installation quality — you name it.”

When asked about his thoughts on how this specific renovation turned out, Alfieri replies, “Well, we took a tiny 80s- or 90s-style bathroom and helped turn it into a fresh, larger and larger-looking space, and both the customer and the contractor were happy. So I think it turned out well.”

Project: Residential bathroom renovation, Burlington, Ont.

Company: Alfieri Flooring with CGC

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