Specialized Floor Coverings expands in Madison

HELP Fund loan facilitates business growth

James Solus’s career in the flooring industry began when he was 17 years old, working alongside his older brother.

“He asked me to help lay some flooring. I did and have been doing it ever since.”

Today, Solus owns Specialized Floor Coverings with his wife, Christine. They relocated their business and family from Central Valley of California to Madison in 2022.

With support offered by local power supplier Heartland Energy along with BankWest, Solus was able to achieve his goal of owning his own storefront a little earlier than he expected. The two entities partnered to provide Solus financing for a recent expansion.

Solus brings 34 years of experience in the industry as well as a personal touch and desire to build relationships to his business.

Plunging into business ownership

The birth of Solus’s first child was the inspiration for him to take the leap into entrepreneurship. 

At the time, he was working in the bay area of California, two to three hours away from his family. One day, he had enough.

“I decided I was going to start my own business and work for myself so I could be there for my family,” he recalls.

With determination and faith, he officially founded Specialized Floor Coverings in 2002. Twenty years later, he made another pivotal decision–relocating to Madison. The change brought the ideal place to establish roots.

“Our lives have changed dramatically since moving here,” he said. “We feel like we’re part of something more genuine with a hometown feel.”

It also offered the perfect location to grow his business.

“Things are much more affordable here. We love the state, the freedoms, and the small business opportunities.”

Focus on customer experience

Specialized Floor Coverings works directly with customers for their residential or commercial flooring needs. They provide professional sales, service and installation. They offer a wide variety of flooring including carpet, vinyl, laminate, wood, LVT and more.

“We strive to provide ‘Quality and Service you can stand on,’” Solus explains. “We build relationships with our customers and offer a personal touch that is often missing from larger competitors.”

While James and Christine don’t have any employees currently, their goal is to keep growing their customer base and eventually add staff. For now, customers can rest assured they always have direct access to James.

“If they have questions or concerns, I do my best to help them immediately if possible. Loose ends are not part of our system,” he says. 

Solus brings specialized knowledge and skills in a wide variety of flooring types and installation techniques, ensuring that every project–from commercial to residential, RVs, stairwells, houseboats and more–is completed with precision and care.

“We want our customers, as well as the installers and contractors, to have the best experience they can from the beginning to the end of the project with no surprises,” he said. 

HELP Fund facilitates growth

Thanks to its quality product and solid reputation, Specialized Floor Coverings has thrived in Madison. Not long after opening the doors on their original location, Solus recognized the need for a larger space.

When a building became available on Egan Avenue, Madison’s Main Street, he seized the opportunity.

To make this vision a reality, Solus turned to Heartland Energy, Madison’s wholesale electric power provider, and the HELP Fund. 

The HELP Fund utilizes a revolving loan fund to provide low-interest financing specifically designed to support business ownership, expansion and job creation in Heartland customer communities. It also strengthens local partnerships by working with local banks to provide financial support.

“Partnerships are the key to economic development,” said Heartland Energy Director of Economic Development Casey Crabtree. “The HELP Fund is designed to provide financing in conjunction with local banks, giving local businesses affordable financing with their success in mind.”

With the HELP Fund, Solus purchased the new building more than three times the size of his previous location. He believes the advantages offered by Heartland Energy’s program combined with their desire to see small businesses succeed helped him reach his long-term goal.

“What pleases me about this program is that I am able to get the help I need through a local source which I believe has the best intentions for me, my family and my community in mind,” says Solus. “I had planned to one day own my own building and mark a permanent place here in Madison for hopefully many years to come. I just didn’t expect it to happen so soon!”

Vision for the future

Solus and his wife primarily run the business with occasional help from their youngest son, Christian. They utilize a team of professional, independent licensed contractors to perform installations. While they primarily serve Madison and the surrounding areas, they will travel if needed.

As he plans for the future, Solus looks to grow his customer base and eventually hire additional employees while maintaining the high standards of service that have defined his business. His long-term goal is to establish a lasting, successful business that can give back to the community. 

The story of Specialized Floor Coverings is one of initiative, faith and a deep commitment to family and community. Their customer-focused philosophy is key to the company’s success and is a perfect fit for the supportive, community-oriented environment in Madison.