Waterford – do not twist. Twisted Floors has been a well-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 located at 811 Fox Lane, #C, in Waterford, in addition to a 3,000 square foot warehouse used by the business.
Family at the core
Trevin and Callie Sims own a company that supplies concrete flooring and decking for residential, commercial and industrial applications.
The foundation of the business is rooted in family. The Simes family not only enjoys living in the area, but also enjoys providing quality work to other families.
Both Trevin and Callie treat their employees like family. Part of that is providing benefits like insurance to these large family members. It’s not always easy to find work in professions that offer insurance and other benefits, but Sins knows the value of such things and works hard to provide them to their employees.
The couple have five children, from the eldest, aged 10, to a pair of twins who they added to the Twisted Floor team two months ago.
When he first started and to this day, the idea of working in a family-oriented environment suited Trevin, leading him to become his own boss.
Trevin went on to become a business owner.
He previously had experience working in business with the Carpenters Association. He handles side jobs at home, giving him the ability to do both types of work.
Hence the name Twisted Floors is a combination of commercial and residential.
“He started the business under his own name based on curved flooring, because residential and commercial flooring you never know what kind of flooring you’re going to get,” says Kali.
Now, it has really covered the bases and has expanded to do all kinds of flooring in all kinds of places. They work to tackle everything from hospitals like Frodtert and the Medical College of Wisconsin to mom-and-pop garages.
Until recently, Cali owned 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.
An ability to connect with others led Cali to work as co-owner and manager of all things on the business end of Curved Floors.
Now she can do it in a place they call their own.
Highlighting the showroom
“We like the idea of our customers coming in, interacting, sitting down and having that aspect of communication,” says Kali.
The company still prides itself on offering free estimates and going into homes to measure, but as a way to grow with its customers, they invite them to the showroom to present the floors.
This includes everything from carpet to vinyl and hardwood. Curved floors carry only one line of flooring and show floors with a few types of flooring.
“People need to be able to see,” she said. “We want to create a relationship where they feel like they can come in, sit down, have a cup of coffee and walk across the floor.”
Before they left the showroom, they didn’t have as much human interaction and communication as they would have liked, partly because of Covid-19.
As a small business, they believe this is one of the advantages of their company.
You could always go to a big box store to buy your flooring, but you don’t have that comfortable relationship with someone, so we switched. “We decided that’s what’s missing in the Waterford area in particular, but in the area as a whole,” said Calley. “You can go into these huge carpet stores or floor coverings that have 5,000 different types. You’re overwhelmed.”
The key to curved floors is making every customer feel confident in their purchase.
“By giving people the cheapest price and throwing something on the ground, we know what works and lasts a long time,” she said.
Connect with curved surfaces
More information about Curved Floors can be found online at their website.
Connect with them on Facebook and Instagram for updates on what’s happening in this local business.
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