FLOOR Education
As we step into a new year, I find myself reflecting on one simple truth: The flooring industry doesn’t move forward without independent retailers. You are the heart of this industry. You are the employers, the mentors, the problem-solvers, the community builders, and the professionals customers trust when it matters most. And in 2026, it’s time we say that clearly and show it boldly. That’s why WFCA is launching what I believe will be one of our most meaningful initiatives to date: the Step Up Tour. This tour isn’t about a new program or a new lane. It’s about recognizing what already exists—and elevating it. What “Step Up” Really Means Stepping up doesn’t mean doing more. It is about doing what matters: • Stepping into leadership—even when it is difficult • Stepping into professionalism—when shortcuts would be easier • Stepping into visibility—so the world sees the true value of independent flooring retailers STEP UP IN 2026: Why This Is the Year Independent Retailers Lead
Freida Staten Chief Marketing & Strategy Officer, WFCA
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Independent retailers are the heart of this industry— the employers, mentors, and professionals customers trust when it matters most.”
40 Premier Flooring Retailer tise | 2026
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