From Craft to Carlisle: Insights from Chris Ferriero

Chris Ferriero is honest about what got him into the flooring industry: money. But when you’re a teenager looking for a summer job, what else really matters?

Ferriero had gone to his friend’s house, where he met his friend’s father: an intimidating man, with a nice car, clearly living comfortably. “And I was like, what does this guy do for a living? Because whatever it is, I want in.” Turns out: “he’s a wood floor guy.”

This unorthodox start led to a few summers of flooring experience, and by the time Ferriero was 20, it had turned into his passion, installing floors full-time. Ferriero liked that the flooring industry was one where you could forge your own path—success was up to you. It’s been nearly three decades of hard work, and Ferriero now co-owns his own flooring business, Eco-Options Hardwood.

And that “wood floor guy” didn’t just jumpstart Ferriero’s career—he jumpstarted his family. He’s credited with introducing Ferriero to his cousin’s daughter, who later became Ferriero’s wife. “I married into a wood floor family,” Ferriero laughs.

The Power of a Carlisle Partnership

When opportunity knocks, you better listen. Sometimes, that opportunity comes in the form of a hardwood floor in Marblehead, Massachusetts.

When Ferriero was called to Marblehead to refinish an Eastern White Pine floor, he was shocked. “We were just like, whoever did these floors is amazing.’ Come to find out; it was a prefinished Carlisle floor.”

Ferriero and his partner reached out to Carlisle—and the rest is history. “We got lucky that we got connected to Carlisle,” says Ferriero. “That was a huge thing for us.” Ferriero is now a Carlisle Referred Installer, an experienced flooring professional who partners with Carlisle and our hardwood flooring—a title to which he attributes a lot of his professional success. “Partnering with Carlisle bumped us up into the higher end of the flooring and construction world, for sure,” he says. “They’ve put us on to where we are.”

The product itself is second to none, in Ferriero’s opinion, and it’s an investment worth it for both the client and the installer. “You can tell they really take the time and do it right for your project—they don’t just spit it out.”

One of the things that impresses Ferriero most about working with Carlisle is the commitment to the product. “It’s pretty remarkable how they back their products,” says Ferriero. “Most companies, once they sell you the product, that’s it—they’re out. With Carlisle, if you have a problem, they’ll come out and address it. Most manufacturers, there’s no way they do that.”

In fact, the first job that Ferriero did for Carlisle put that commitment to the test. The client had elected to use a cheaper installation method, one that Ferriero doesn’t even offer anymore. And then the unfathomable happened.

“We got a call after the install that the floor was doing some funky stuff,” recounts Ferriero. “I got there, and it was buckling, cupping—everything imaginable. I almost fainted. I thought, ‘This is the end of my career.’ In 15 years, I’ve never seen a floor like that.”

That’s when Carlisle Wide Plank Specialist, Rob Kohalmi, came out to take a look. With his experience and confidence in the product, he suggested they give the floor six months to a year—giving the planks enough time to even out and adjust to the new conditions of the home. Ferriero came back a year later, and sure enough, the floor looked perfect. He returned recently to refinish another part of the house and confirmed that the floor still looks great. Ferriero is certain that it worked out because of the quality of Carlisle’s engineered wood planks. “They’re on another level from other flooring products,” he says. “You definitely get what you pay for.”

That first job blossomed into sustaining relationship that Rob still raves about. “Chris and his team at Eco-Options hardwood have become an integral part of the Boston market for a number of reasons. Chris is a true professional, understands the steps required to have a successful installation for high-end projects and takes the utmost pride in his workmanship which is perfectly in line with our values.”

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Adapting to the Future of Flooring

In the hardwood flooring industry, installers are always being challenged to adapt to the next big trend. Luckily, the latest trend fits perfectly with Carlisle’s specialty: wider plank floors.

“These days, everyone wants wider floors,” Ferriero proclaims. “Strip oak or strip flooring used to be the standard, but now people want 4-inch, 6-inch, or even wider. People definitely want wider.”

These trends even apply to customization beyond widths or types of wood. One of his favorite finishes is a hard wax oil floor finish that allows you to do a two-tone effect. “Something like a gray and then a white on top really picks up the grain and looks awesome,” he says. “It’s more of an art form.” But it requires more upkeep, and homeowners seem to be leaning toward more durable, natural options with lighter finishes.

While he loves a natural finish which he did in his own house, on top of knotty, character-filled live sawn White Oak, he encourages people to ignore the trends and go with their gut on the finish. “At the end of the day, it’s your house,” he says matter-of-factly. “You have to feel it out and do what feels right.”

Maintaining Excellence

Ferriero might be one of the first business owners to say he doesn’t want to grow his business. “I just want to maintain where we’re at and keep doing good work,” he says. Larger teams become harder to control. Ferriero would much rather continue to manage a small team where he can ensure every worker is exceptional at what they do—and ensure that the group consistently meets his high expectations.

Beyond excelling at flooring installations, his rule of thumb for his workers is simple: be a decent human being. (Or, as he later puts it: “Don’t be a dirtbag.”) Ferriero says, “At the end of the day, you’re in people’s houses. Be respectful and work hard.”

This mantra makes the partnership with Carlisle even stronger, as Rob declares. “He treats our clients with respect and has the knowledge to educate them throughout the installation process making him a great partner.”

With Carlisle products and support, Ferriero and his team seem well on their way to continue installing floors that exceed expectations. “Carlisle has been incredible for us,” says Ferriero—and there’s no competition. “They’re first, second, and third.”

Learn more about Eco-Options Hardwood on their website or follow along with their projects and adventures on Instagram.

Interested in learning more about becoming a Carlisle Referred Installer? Work with the wide plank experts that deliver above and beyond on quality and service. Installers who are interested in discussing our referral program can contact Paul Senechal at psenechal@wideplankflooring.com or by phone at (978) 973-2480 to learn more.