WATERFORD – Don’t get it twisted. Twisted Floors has been an established business serving Southeast Wisconsin for the past six years, but it wasn’t until January 2023 that this family-owned business added a new showroom to better serve customers.
The showroom is at 811 Fox Lane, #C, in Waterford, in addition to a 3,000 square foot warehouse used by the business.
Trevin and Cali Simes own the company that provides concrete floor coatings and floor installations for residential, commercial and industrial uses.
The foundation of the business is rooted in the family. Not only does the Simes family live in the area, but they enjoy providing quality work to other families as well.
Both Trevin and Cali run their business with the goal of treating their employees like family. Part of this is providing benefits, such as insurance, to these extended family members. It’s not always easy to find a job in a profession that offers insurance and other benefits, but the Sines know the value of such things and work hard to insure their employees.
The couple has five children, ranging from the oldest at 10 to a pair of twins who just joined the Twisted Floor team about two months ago.
When he first started, and to this day, the idea of working in an environment that values family was ideal for Trevi, which led him to become his own boss.
Trevin deals with becoming a business owner
Previously, he had experience working in a commercial environment with carpenters’ unions. He would do side jobs in the living space, which gave him the ability to handle both types of jobs.
Hence the name, Twisted Floors, is a combination of commercial and residential.
“He started the business with the name itself, based on twisted floors, just because with residential and commercial flooring, you never know what kind of flooring you’re going to get,” Cali explained.
Now, it has really covered its bases and expanded to make all kinds of floors in all kinds of spaces. From hospitals like Froedtert and the Medical College of Wisconsin to mom’s garage, they work to treat it all.
Until recently, Cali was the owner of Cali Parisi Artistry, a hair salon in Burlington. For the same reason, wanting to be more with her husband and children, she took a leap of faith to join the team at Twisted Floors.
A knack for connecting with others led Cal to a role as co-owner and manager of all things on the business end of Twisted Floors.
Now she can do so in a space they call their own.
Highlighting the showroom
“We liked the idea of customers coming in, meeting us, sitting down and having that communication aspect,” Cali said.
The company still prides itself on offering free estimates and walk-ins to measure, but as a way to grow with its customers, they invite them into the showroom to explore its flooring offering.
This includes everything from carpet to vinyl and hardwood. Twisted Floors only carries one floor line and that is Shaw Floors along with several types of floor coverings.
“People should be able to see it,” she said. “We like to create that relationship where they feel like they can come in, sit down, have a cup of coffee and walk the floor.”
Before they had the salon, they didn’t have that human interaction and connection as much as they would have liked, partly because of COVID-19.
As a small business, they believe this is one of the benefits of their company.
“You can always go to a big box store to buy your flooring, but you don’t have that comfortable interaction with a person, so we switched. We decided that was what was missing, particularly in the Waterford area, but in the area in general,” Cali said. “You can go to these big carpet or flooring stores that have 5,000 different types. You are overwhelmed.”
The key to laminate flooring is to make sure every customer feels confident in their purchase.
“We know what works and lasts versus just giving people the cheapest price and throwing something on their floor,” she said.
Connect with twisted floors
More information about Twisted Floors can be found online at their website.
Connect with them on Facebook and Instagram for updates on what’s happening at this local business.
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