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Sergenian's family group photo circa 1940
About Sergenian's

Who we are

Sergenian's family group photo circa 1940
Sergenian’s Floor Coverings, a long-time Madison staple, serves both residential and commercial clients with quality products, exceptional service, and a commitment to the community in both leadership and sustainability. As we look to the future, we plan to carry that commitment forward to serve the greater Madison area for the next 90 years.
This photo, taken in 1940, showcases the Sergenian family. Initially, Sergenian’s was fully staffed by family. At various points in time, all eight of Ara’s children worked for the business. As of 2022, five family members work for the company. From our family to yours, “Thank you, Madison, for your continued support of our local business.“

Sergenian's History - Past, Present and Future


Original Sergenian's storefront from the 1930s


A Growing Family Business


1930 - Ara Sergenian founded Sergenian’s Floor Coverings in 1930, serving as Madison’s premier oriental rug dealer with its original storefront located on Monroe Street.


1948 - Sergenian’s acquired its first delivery truck in 1948 to haul rugs and carpet during the week, and family to church on Sundays.


1962- Ara sells the business to his sons Marsh, Ron and Paul, who maintained Sergenian’s commitment to excellence and dedication to customer service.


1963 - Former CEO Jim Garner was the first non-family member to join the Sergenian’s team as a carpet mover. After more than sixty years with the company, Jim is considered part of the Sergenian’s family and award-winning legacy.



Finding a Permanent Home


1966 & 1971 - A fire destroyed the State Street location, which had opened in 1962 and focused to wall-to-wall carpeting. Causing $250,000 in damages, Sergenian's temporarily moved to Lakeside Street as they built their current showroom on the West Beltline. This new location also suffered a fire, in 1971.


1967 - Sergenian’s retail showroom moves to its current home at Todd Drive and the Beltline, located at 2801 W. Beltline Hwy. in Madison. At the time of its grand opening, this location was considered to be on the “outskirts” of Madison.


1972 - Tom Sergenian, Ron’s son, started working part-time for the family business in 1972 and now serves as the current President. Sergenian’s continues the rich family tradition with the emergence of the fourth generation of business leaders, including Tom’s sons, Nick and Luke Sergenian, and his nephew, Wesley Endres.


1976 - Sergenian’s stays on top of new flooring trends with carpet styles featured deep pile shags, bold designs, and heavily sculptured patterns. Shag and brightly-colored carpet were huge innovations in the 1970s as color television opened up a whole new world to satisfy America’s color palette, which included avocado green, burnt orange, and brown.


Sergenian's storefront in building off the Beltline



Rugs and other flooring samples inside Sergenian's showroom


Adding Brands and Building Partnerships


2000 - Sergenian’s remodels the current west side store as it grows the brand to include imported rugs, as well as well-known carpet brands like Mohawk and Karastan, hardwood, laminate, luxury vinyl products, tile and even countertops.


This is also the year Sergenian’s joins Flooring America, a cooperative of more than 500 independent flooring stores in North America that work together to invest in their communities, sustain family business, and strengthen local economies.


2005 – Commercial business proves successful, with Sergenian’s winning two 2005 national StarNet Design awards for commercial installation at the Overture Center for the Performing Arts, receiving grand prize recognition for creative use of flooring and meeting client objectives.



New Locations and Facility Upgrades


2006 - Jim Garner earns the National Leadership Award given by Flooring America, a cooperative of flooring experts.


2007 - Sergenian’s starts Wisconsin’s first and only comprehensive carpet reclamation program, partnering with Reynold’s Urethane Recyclying in Madison. Since the inception of this program we have diverted over 20.5 million pounds of carpet and padding from local landfills.


Our sustainability efforts have been recognized both nationally (Mohawk Greenworks Award), as well as locally (InBusiness Magazine Sustainability Award), and we continue to pursue new sustainable initiatives. Since 2010, in coordination with UW Housing, we have recycled nearly 300,000 pounds of used dormitory carpet and padding that had been otherwise destined for landfills.


Sergenian's leadership featured on the cover of Business Watch magazine



Outdoor view of Sergenian's distribution center


New Locations, Facility Upgrades and Accolades


2011 - Sergenian’s acquires Florida-based G. Fried Flooring America, with one location in Tampa and one in Sarasota.


2012 - Jim Garner is inducted into the InBusiness Hall of Fame for Sergenian’s industry-leading sustainability initiatives and his active involvement in civic organizations. Throughout his career, Garner has been involved in several community and national organizations and has served on various boards, including the South Metropolitan Planning Council, where he spearheaded Park Street’s revitalization, the Villager Mall plan, and the Todd Drive-Beltline project.


2016 - Sergenian’s moves its distribution center, commercial sales and installation services to an upgraded facility at 3812 Kipp Street in Madison. The move provided access to both the Beltline to better serve Madison and its surrounding communities and the Interstate for easy access to Milwaukee. This building was specifically designed by the Sergenian’s team to meet current company needs and plan for future expansion.


2016 - Garner is awarded the inaugural Ground Floor Award by the Madison Chamber of Commerce, celebrating individuals who move their business and community development efforts forward. Garner is the inaugural recipient of this award.



Room to Explore Remodel and Selling System Upgrade


2024 - Sergenian's unveils the "Room to Explore" remodel and selling system upgrade, revolutionizing the way our customers choose flooring. Featuring interactive kiosks and scanning systems, customers can compare selections, view top picks in photos and find the best choice for their home and budget.


Sergenian's salesman walking a customer through flooring options

Logos of awards won by Sergenian's
Logos of awards won by Sergenian's


  • Dane County Small Business Awards 2002
  • Recognized as Rug Retailer of the Year for exemplary achievement in 2003
  • Mohawk Greenworks Dealer of the Year 2009
  • 2010 InBusiness Sustainability Award for Eco-Product or Service of the Year


  • Named 40th in the US for Specialty Flooring Retailers by Flooring Covering Weekly
  • World Flooring Covering Association awarded Sergenian’s with the Gold Standard Award for providing outstanding customer retail experience
  • Madison Magazine’s Best of Madison 2022

Madison's Flooring Store

Experience the Sergenian's Difference

Contact Us

Our Location

Sergenian's Floor Coverings

2801 West Beltline Highway
Madison, WI 53713


9:30AM - 8:00PM


9:30AM - 5:30PM


9:30AM - 5:30PM


9:30AM - 8:00PM


9:30AM - 5:30PM


9:30AM - 4:00PM