Values, Leadership & Passion


StorefloorsTM lobby at the 9000 Central Park West, Atlanta office, May 2004

Storefloors has been providing flooring solutions since 1994, specializing in retail and restaurant chains by procuring the best floors for their bottom line. Originally conceived in 1992 when company founder Earl Wasserman called on the corporate offices of global retailer, The Athlete’s Foot. They shared with him the many flooring issues plaguing their stores, such as escalating construction and operational costs in addition to failed floor covering.

Earl performed an in-depth analysis and submitted a report providing unique, practical solutions to each concern. The Athlete’s Foot then engaged him to execute his plan. The solutions he provided corrected the issues and enhanced the in-store shopping experience for The Athlete’s Foot customers. This creative ingenuity led to the founding of Storefloors in 1994. The Athlete’s Foot remains a client today.

Earl has extensive experience in retail, construction, flooring installation and distribution. Prior to Storefloors, his floor covering career included contracts for high profile projects such as The Georgia World Congress Center and The Georgia Dome. He also performed tenant work for many local and national developers and real estate firms.

After 4 years in business, Earl took on partner Stephen Scott to help him grow the business. Scott had extensive flooring experience with major manufacturers, such as Interface, Mohawk and Mannington; and he had also led a start-up company to success.

Storefloors celebrated its 20th anniversary in October 2014

Storefloors celebrated its 20th anniversary in October 2014

Storefloors delivers the ultimate customer service experience with honesty and integrity.  Almost 50% of the business is organically grown from our strong relationships with clients and their referrals. As our contacts move on to their next career position, they take Storefloors along with them while their replacements also continue working with Storefloors.

Storefloors started in the business working strictly with retail and has now expanded to also work with restaurants, hospitality, healthcare, and other multi-unit national accounts. After 20 years of business, the original business model remains mostly intact.

Core Values

Core values word cloud concept with abstract background

At Storefloors, our Core Values and Beliefs provide a solid foundation for everything we do. Because we place great emphasis on these values, our customers, vendors, business partners and employees always know where we stand and what we stand for.


Honest relationships and trust are essential for long-term business success. We deal with uncompromising integrity in all of our business relations.


Customers are the essence of our business. We work tirelessly and diligently to anticipate their expectations and satisfy their requirements. We have been successful because we focus on helping our customers win.


150615StoreFloorsINDUSTRIAL-135People are our most valuable resource. Our employees possess immense powers of innovation, imagination, skill and a desire to accomplish something of significance. Working as a team enables all of us to realize our full potential.



We recognize and enthusiastically accept our responsibility to the communities we serve. We are good neighbors and are involved and supportive in community activities.

Entrepreneurial Spirit

We maintain a corporate culture that values originality, invention and creativity, and we nurture these qualities through openness and reverence for the entrepreneurial spirit.

Tolerance for Risk

The Company’s willingness to take risks in deploying new strategies, new markets, or fresh, untried concepts is central to our culture and success.


iStock_000004840368_SmallEfficiency means the difference between success and failure. We relentlessly pursue a more efficient way to do everything we undertake.

Employee Autonomy

The autonomy of our employees is important to promote focus, fast decision-making and ultimately commitment, which is essential for success. At the same time, cooperation must exist so that Storefloors employees work efficiently together and share ideas. Autonomy and entrepreneurial spirit go hand in hand.


We welcome change for the opportunities it offers.


Earl S. Wasserman

Earl S. Wasserman

Founder, CEO and Chief Innovation Officerr

Our founder, Earl Wasserman has been in the floor covering business since 1972, including wholesale distribution and contract flooring. Throughout his career, Wasserman has served the retail chain store and casual dining markets, culminating in the formation of Storefloors in 1994.

Wasserman believes that finding, then empowering talented people, innovation and providing ultimate customer service experiences are the key ingredients for company success. An entrepreneur with a proven track record, Wasserman has guided Storefloors to become an industry leader providing floor covering to retailers and casual dining establishments nationwide.

Wasserman is active in the philanthropic community, and with whatever spare time is left, enjoys perpetuating his passion for music playing classic Rock n' Roll on his bass guitar in an Atlanta area band and spending time with his family, dog and cat.

Stephen C. Scott

Stephen C. Scott

President & Chief Operating Officer

Stephen Scott joined the floor covering industry in 1969 and has acquired diverse management experience in operational, administrative, marketing, manufacturing and sales positions. His accomplishments include revamping the commercial carpet business for a Fortune 500 company, launching a new flooring business unit for a national privately-held manufacturer and forming a leading-edge consulting firm to market flooring products through the architectural/design and facility management channels.

Originally from Chicago, Scott came to Atlanta in 1984 to leave the extreme winters behind. Scott joined Earl Wasserman early in 1999 and has provided the sturdy foundation on which Storefloors resides today.

Among Scott's business philosophies is the belief there is always a better way to do things. Leading positive change is a personal passion for Scott. Scott lives in the Atlanta-Perimeter area and has three grown children nearby.

Julia Versteegh

Julia Versteegh

Vice President of Marketing & Business Development

With over 20 years of successful sales, account management, and marketing experience, Julia Versteegh joined Storefloors in 2009 to lead their new business development and marketing initiatives. Julia is a natural leader with a take-charge attitude who relies on her tools of big picture vision, analytical thought and creativity to develop solutions.

In addition to increasing company revenues, her penchant for improving processes and increasing efficiency is an asset.  Julia’s keys to success include networking, the development of strong relationships and use of a CRM system. She is an active member of the Retail Design Institute, International Council of Shopping Centers , and the Society of Marketing Professional Services.

Throughout Versteegh’s career in financial services, dot com, telecom, and real estate, she has excelled in solution-based sales to national accounts, including software giants, Microsoft and Adobe.

Julia thrives on a busy schedule and finds time to enjoy fulfilling activities such as managing a local non-profit YMCA program that provides social interaction for mentally-challenged young adults, for over 20 years.

Karen Childs

Karen Childs

Account Director

Childs joined Storefloors in 2002 and made immediate contributions in company infrastructure and project management. Childs headed up early efforts to develop a first class resource library, which continues to evolve with the latest innovations in floor covering. Now as a part of the national account sales team, Karen brings her entrepreneurial spirit and passion for finding appropriate flooring solutions to the retail chain store and casual dining communities.

Karen graduated from the University of Nebraska. After teaching in Chicago and New York, she began a new career selling 18th Century American antiques to museums and collector/investors. A move to Atlanta enhanced the antiques business and facilitated the launch of an architectural millwork and saw mill business.

Karen often summarizes her professional journey by saying, "I have been blessed with the ability to identify what I love to do and the good fortune to have found some folks to pay me for my service."

Parallel to her career, Karen has been a four time co-chair of the annual Breast Friends Celebrity Golf Classic. The most important things, those that feed her soul, are her children and grandchildren, and her love of golf, which has included traveling to Scotland, Ireland and England to play.

Community Involvement

Through community involvement, Storefloors fulfills our corporate purpose: to build a platform from which we can have a positive impact on people’s lives; to be globally relevant and to truly make a difference.

SCADMost recently, on the occasion of our Twentieth Anniversary, Storefloors, announced ”STAR” – The Storefloors Advancement in Retail Endowed Scholarship at The Savannah College of Art and  Design (SCAD).

This endowment helps fund a scholarship given annually to a deserving SCAD student who is on track in their pursuit of a career in retail store interior design.

As stated in our Core Values and Belief Statement, we recognize and enthusiastically accept our responsibility to the communities we serve. We are good neighbors and are involved and supportive in community activities.

We encourage our team to get involved in local philanthropy and Storefloors welcomes the opportunity to provide corporate support of those endeavors.

Storefloors and/or our employees have supported these agencies through either financial contribution or volunteering:

Susan G Koman Run  08_15_04

Boys and girls club Atlanta 1 07_02_04The Boy’s and Girl’s Club of America, Kaiser Permanente Corporate Run/Walk, The Cystic Fibrosis Foundation, The Jack and Jill Late Stage Cancer Foundation, Breast Friends, The Temple Sinai Business Alliance, The Metro YMCA Happy Club, The Wounded Warrior Project, the Beulah Bulldogs Youth Football and Cheer in Douglasville, GA; The Atlanta Dream Center, The Prostate Cancer Foundation, Cumberland Presbyterian Children’s Home in Denton Texas, The American Heart Association, the Riverwood High School Athletics Department in Atlanta, Prevent Child Abuse America (PCAA) and the Georgia SPCA.

Storefloors has collectively and individually put actions to words. We have a positive impact on people’s lives and we truly make a difference.



Sustainability and Storefloors

Sustainability is generally defined as the quality of not being harmful to the environment or depleting natural resources, and thereby supporting long-term ecological balance. The three tenets of sustainability are environmental legacy, economic strength and social responsibility, all geared toward meeting the needs of the present without compromising the needs of the future. We are experts at disseminating the interpretive intent of sustainability as well as sourcing “sustainable floor coverings” that meet the required design intent.

Storefloors will work to provide our clients the education, expertise, products, and finally, the assurance that the flooring they select truly meets the specifications of their sustainability program. We recommend products that contribute to or comply with various certification credits and support our customers’ sustainability mission, while maintaining their design intent. In addition to flooring selection, Storefloors can assist you with reclamation and recycling of existing floor coverings.

Our Actions

Storefloors and its employees realize the importance of protecting our environment and acting responsibly to conserve our natural resources. We are committed to making a positive impact. Here are some sustainable steps we take:

  • Outdated or unused flooring samples are either returned to the manufacturer for re-circulation or donated to local design schools where the materials are used for student projects.
  • Only green non-toxic cleaning products are used in our offices.
  • Recycling, conservation of energy, water, paper and boxes are standard practice.
  • Storefloors’ employees are known to use mass transit and have even relocated to minimize environmental impact and commute time.

At Storefloors, being green is a team effort. We are committed to serving as a resource to the design community by providing information on sustainability initiatives, standards or certifications. If you would like more information or would like to discuss green flooring options, please contact us.

Forest Stewardship Council (FSC)

FSC is an independent, non-governmental, not for profit organization established to promote the responsible management of the world’s forests and has a direct impact on the harvesting of wood flooring materials. Products carrying the FSC label are independently certified to assure consumers that they come from forests that are managed to meet the social, economic and ecological needs of present and future generations.

Many wood flooring manufacturers promote the FSC certification of their products as part of their green initiative. The Lacey Act protects our forests by prohibiting the import or export of timber that has been illegally harvested.

LEED v4 (Leadership in Energy and Environmental Design)

The USGBC created LEED as an internationally recognized certification system of green buildings. It is the national “benchmark for the design, construction and operation of high-performance green buildings. LEED gives building owners and operators the tools they need to have an immediate and measurable impact on their buildings’ performance while promoting a whole-building approach to sustainability by recognizing performance in five key areas of human and environmental health: sustainable site development, water savings, energy efficiency, materials selection and indoor environmental quality.” 

A big change in LEED v4 is the introduction of three new Building Product Disclosure and Optimization credits to increase market transparency about the sourcing and contents of building materials: environmental product declarations, sourcing of raw materials and material ingredients.

The Living Building Challenge (International Living Future Institute)

The Living Building Challenge™ is a building certification program, advocacy tool and philosophy that define the most advanced measure of sustainability in the built environment possible today. The core underlying principle of the Living Building Challenge is that buildings should mimic nature and natural systems.

The Challenge is comprised of seven performance categories called Petals: Place, Water, Energy, Health & Happiness, Materials, Equity and Beauty. Petals are subdivided into a total of twenty Imperatives, each of which focuses on a specific sphere of influence. This compilation of Imperatives can be applied to almost every conceivable building project, of any scale and any location—be it a new building or an existing structure.

NSF/ANSI140 Sustainability Assessment for Carpet

NSF/ANSI 140 is an industry-wide unified standard for sustainable carpet that was developed to aid the building industry, architects, designers and end users in the United States on how to identify carpets certified for having a reduced environmental impact. This ANSI-accredited standard applies to carpets for all types of buildings in the US, such as commercial office, education, government, healthcare and hospitality, etc. 

WELL Building Standard (International WELL Building Institute (IWBI))

The WELL Building Standard® is an evidence-based system for measuring, certifying, and monitoring the performance of building features that impact health and wellbeing.

WELL is administered by the International WELL Building Institute, a public benefit corporation whose mission is to improve human health and wellbeing through the built environment. The WELL Building Standard® is third-party certified by the Green Building Certification Institute (GBCI), which administers the LEED certification program.

It is a collaboration of the International Living Future Institute and the U.S. Green Building Council, and focuses on the health and well-being of people in a building. It measures building performance through a holistic approach using technologies, design strategies and key building operations to address key building parameters. In addition, the WELL BUILDING STANDARD requires post-occupancy WELL commissioning to verify key performance measures.

Cradle to Cradle (Cradle to Cradle Products Innovation Institute)

Cradle to Cradle is a holistic economic, industrial and social framework that seeks to create systems that are not only efficient but also essentially waste free. The model is not limited to industrial design and manufacturing; it can be applied to many aspects of human civilization such as urban environments, buildings, economics and social systems.

In the cradle to cradle model, all materials used in industrial or commercial processes—such as metals, fibers and dyes fall into one of two categories: “technical” or “biological” nutrients. Technical nutrients are non-toxic, non-harmful synthetic materials with no negative effects on the natural environment; they can be used in continuous cycles as the same product without losing their integrity or quality. Biological Nutrients are organic materials that, once used, can be disposed of in any natural environment and decompose into the soil, providing food for small life forms without affecting the natural environment.

Client Sustainability Story


One of our luxury retail client’s custom chevron wood floor had been specified in the UK but they wanted to source domestically for their US flagship stores in Beverly Hills and Post Street in San Francisco. Storefloor’s challenge was to match the custom stain color, finish and chevron pattern in a wood that also met California’s strict environmental guidelines.

The wood flooring is made from inputs that conform to the strict air quality regulations of the California Air Resources Board (CARB), and the South Coast Air Quality Management District (SCAQMD). The stain and finish were custom developed specifically for this project in order to achieve SCSAQMD-compliancy.  Storefloors achieved the goal of a beautiful floor that met all environmental regulations for the Rodeo Drive Flagship.