Find A Professional Near You With Starnet Commercial Flooring

Starnet Commercial Flooring is thrilled to announce the newest addition to our cooperative, Tile & Terrazzo, LLC. As a trusted partnership of over 175 commercial flooring contractors and elite manufacturers, Starnet continues to strengthen its position as the most influential force in the industry, and the arrival of Tile & Terrazzo marks an exciting new chapter for our network in the Mid-Atlantic region.

Who is Tile & Terrazzo?

Headquartered in Suffolk, Virginia, Tile & Terrazzo is a preeminent flooring contractor known for its technical expertise and high-quality installations. Since its founding, the company has established itself as a “one-stop shop” for commercial, institutional, and public sector clients throughout Virginia and the Mid-Atlantic.

Under the leadership of CEO and President David Russell, who purchased the company in 2006, Tile & Terrazzo has built a reputation for excellence in a wide range of specialties, including carpet, resilient flooring, rubber, and, as their name suggests, expert tile and terrazzo work. Their commitment to “doing it right the first time” has fostered long-standing relationships with general contractors, architects, and designers across the region.

A Strategic Path to Membership

Tile & Terrazzo joined the Starnet family through the acquisition of long-standing Starnet member Hodgman’s Flooring (formerly Hodgman’s Incorporated) in Richmond, Virginia. Founded in 1970, Hodgman’s has been a pillar of the Virginia flooring community for over five decades and a member in good standing with Starnet.

The transition was a seamless strategic move, as Tile & Terrazzo acquired Hodgman’s to expand its geographic footprint into the Richmond market. Following a review by the Membership Committee and approval from the Starnet Board of Directors, the membership was successfully transferred, ensuring that the legacy of quality service associated with the Hodgman’s name continues under the new banner of Hodgman’s Flooring, LLC.

Exciting Times For Starnet

Tile & Terrazzo joining the Starnt family is exciting for many reasons. For starters, there is geographic strength. This move significantly strengthens Starnet’s footprint throughout the Commonwealth of Virginia and northeastern North Carolina. With the Richmond and Virginia Beach/Hampton Roads markets ranking among the top MSAs in the U.S., Starnet is now even better positioned to capture growth in these booming defense, industrial, and corporate sectors.

By bringing together two companies with deep histories of craftsmanship, the combined organization is now equipped to pursue larger and more complex projects while maintaining a “customer-first” approach.

David Russell brings a unique blend of high-level financial acumen and industry experience to the cooperative. With an International MBA and a background in Mergers and Acquisitions at firms like Credit Suisse, his leadership will be a valuable asset to the Starnet network.

Please join us in welcoming David Russell and the entire Tile & Terrazzo team to Starnet. We look forward to the continued excellence and innovation they will bring to our partnership. 

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Find A Professional Near You With Starnet Commercial Flooring

With over 170 professional contractors within the organization, Starnet members know that the relationship with a client continues long after the installation is complete. When a client calls with concerns about a new floor’s appearance, it is an opportunity to transition from a provider to a professional consultant. By leveraging the technical expertise of Bill Luallen and the XL North team, Starnet members can identify the root cause of these issues and provide definitive solutions that protect the client’s investment. 

Understanding Resilient Flooring Vulnerabilities

Resilient flooring makes up a significant portion of the commercial market due to its durability and style. However, XL North emphasizes that the common “low maintenance” label is often misunderstood as “no maintenance,” which can lead to early aesthetic issues. Each material has a specific “kryptonite” that requires specialized care:

• LVT/LVP: Highly susceptible to micro-scratching from grit and sand.
• Sheet Vinyl: Often used in healthcare, this material is prone to yellowing from harsh chemicals.
• VCT: This porous material must be protected with an acrylic finish to prevent damage.
• Rubber and Linoleum: Both are extremely pH sensitive, which can permanently discolor the surface.

Forensic Soil Analysis: The XL North Approach

XL North advocates for a forensic approach to maintenance, looking beyond the floor to the building’s surroundings. Soil isn’t just “dirt”—it’s a specific antagonist based on geography. For example, arid regions introduce abrasive sand, while snowy climates track in caustic ice-melt. Furthermore, XL North research highlights “Petroleum Migration,” where asphalt sealants from parking lots cause permanent yellow staining in entryways.

Identifying the Source: Wear vs. Damage

Before recommending a fix, XL North suggests a simple inspection to determine the “why” behind the issue:

1. The Entrance Test: If the floor is heavily worn at the main entrance, it is a wear issue caused by inadequate walk-off matting. If the entry looks great but secondary areas are scratched, is it damaged from sliding furniture or improper equipment?
2. The Mystery of the “Slippery” Floor: According to XL North, a slippery floor is rarely a product failure; it is usually chemical residue. Using “shampoo logic,” they explain that failing to rinse cleaning chemicals creates a film or “haze” that looks dull and feels slick.

Rectifying Issues with XL North Solutions

• To Remove Haze: Agitate the floor with warm water to create a slurry, then perform a thorough fresh-water rinse.
• For Surface Scratches: Use a white pad for dry buffing or apply a matte-finish maintainer to mute reflections and hide imperfections.
• For Deep Soiling: Move away from traditional string mops and utilize auto-scrubbers or cylindrical brushes to reach the “valleys” of a floor’s texture.

Final Thoughts

The best floor in the world is only as good as the plan to maintain it. By combining Starnet’s professional installation network with XL North’s advanced chemistry and training, you ensure that every project remains world-class. Thank you Bill Luallen for the great content and education, as always!

Source:

Luallen, B. (2026, March 29). You sold the flooring, now there’s issues…. XL North.
https://www.xlnorth.com/2026/03/29/you-sold-the-flooring-now-theres-issues/

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(In the image from left to right: Todd McDougal, Eric Boender, Carol Hould, and Luigi De Geso)

Find A Professional Near You With Starnet Commercial Flooring

The Starnet organization is proud to celebrate an exciting achievement by Luigi De Geso, who has been recognized with one of the tile industry’s highest honors. At the Coverings 2026 international event in Nevada, the National Tile Contractors Association (NTCA) named Luigi De Geso the recipient of the Joe Tarver Lifetime Achievement Award.

This award honors the legacy of Joe Tarver, a former NTCA leader who guided the association for more than 30 years beginning in the early 1970s. The distinction recognizes individuals who have devoted their entire careers to advancing the global tile and stone industry through leadership, service, and innovation.

Driving Unprecedented Expansion and Innovation

Since becoming President and CEO of Mapei North America, De Geso has led the company through a period of historic growth. Annual revenue increased from $260 million to more than $1 billion, marking a major milestone for the organization.

During this time, Mapei expanded its footprint from 12 facilities to 25 advanced manufacturing plants across North America and the Caribbean. The company also grew its product portfolio significantly, offering flooring professionals more solutions than ever before.

Through his work with the Tile Council of North America and other global trade organizations, De Geso has played a key role in shaping industry standards, education, and installation practices that benefit contractors and manufacturers alike.

A Vital Link for Starnet Members

Within the Starnet Commercial Flooring Partnership, Mapei remains a valued Preferred Vendor Partner and a trusted resource for members. Over the past decade, Starnet contractors have tripled their purchases from Mapei, reflecting strong confidence in the company’s products, service, and leadership.

Starnet proudly congratulates Luigi De Geso on this well-earned honor and we look forward to his continued impact on Mapei, our members, and the flooring industry as a whole.

Sources:

Floor Daily. (2026, March 26). NTCA to present awards to Luigi Di Geso & Dan Lambert at Coverings. https://www.floordaily.net/floorfocus/ntca-to-present-awards-to-luigi-di-geso-dan-lambert-at-coverings

ProInstaller Magazine. (2026, March 28). NTCA to honor Di Geso, Lambert during Coverings. https://piprolink.com/ntca-to-honor-di-geso-lambert-during-coverings/

Floor Covering News. (2026, March 26). NTCA names 2026 award honorees ahead of Coverings. https://www.fcnews.net/2026/03/ntca-names-2026-award-honorees-ahead-of-coverings/

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Find A Professional Near You With Starnet Commercial Flooring

Starnet members recently gathered for the Starnet Seeds of Growth event, a premier experience designed to enhance education, training, and industry research for our partnership of commercial flooring professionals. This event provided a unique platform for members to engage with the latest advancements while strengthening the peer connections that define our network.

The heart of the event was a comprehensive Manufacturing & Operations Immersion, offering attendees a rare look behind the scenes of the production process. Participants were treated to guided tours of multiple facilities, including the production of specific flooring types like fiber, broadloom carpet, carpet tile, rigid LVT, sheet vinyl, and LVT. By observing the full production lifecycle—from raw materials to finished products—members gained a deeper appreciation for the craftsmanship and engineering required to create world-class interiors.

Beyond the tours, the event focused on Innovation & Technology, featuring hands-on learning sessions about the advancements shaping the future of flooring. Industry experts led insightful product presentations and installation discussions, providing members with practical knowledge to bring back to their businesses. Whether exploring the nuances of sustainable materials or cutting-edge design technology, the focus remained on driving excellence in every project.

The incredible factor was truly solidified during the Networking & Relationship Building activities. Evening events combined dinner with interactive social activities, allowing members to build peer connections and strengthen industry relationships in a relaxed, collaborative environment. This spirit of partnership is what allows Starnet members to continue being the most influential force in the contract flooring industry.

We would like to extend a heartfelt thank you to all the members who attended and contributed to the success of this event. Your commitment to growth and excellence is what makes this partnership thrive. We also want to express our sincere gratitude to Mohawk Group and J+J Flooring for their hospitality and for showcasing the innovation and dedication that lead our industry forward.

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Find A Professional Near You With Starnet Commercial Flooring

Sergenian’s Floor Coverings, a distinguished member of the flooring industry for nearly a century, has been officially recognized as a Top Workplace for 2026. This prestigious honor, awarded by the Wisconsin State Journal, reflects the company’s deep-rooted commitment to creating an exceptional environment for their employees.

A Legacy of Excellence in Madison

Since opening their doors in 1930, Sergenian’s has been a top-tier flooring brand with a focus on quality products and community leadership. Now a fourth-generation, family-owned business, the company has demonstrated remarkable resilience over its 95-year history, overcoming challenges—including multiple fires—to remain a trusted leader in the region.

This recent award highlights a culture where employees feel supported, valued, and proud of their contributions. By fostering a workplace built on craftsmanship and mutual respect, Sergenian’s continues to set a high standard for professional excellence within the Starnet partnership. 

Forward-Thinking Leadership and Sustainability

Sergenian’s success is built on pairing its family heritage with forward-thinking business practices. The company is widely recognized for its environmental responsibility, most notably its landmark guarantee that no carpet it removes will ever end up in a landfill. This commitment to sustainability, combined with expert installation and a mission to strengthen the local community, defines Sergenian’s excellence!

Setting the Standard

As a Starnet member, Sergenian’s exemplifies the dedication to quality and customer care that defines our network of professional flooring contractors. Their vision for a future where family-owned excellence leads the industry is more than just a mission statement—it is a daily reality for the professionals who work there. Starnet congratulates the entire team at Sergenian’s Floor Coverings on this well-deserved recognition of their workplace culture and continued dedication to excellence. 

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Find A Professional Near You With Starnet Commercial Flooring

The Starnet Educational Roadshow recently made its stop in Dallas, bringing together Starnet members, industry leaders, and our valued vendor partner Mohawk Group for several days of learning, strategy, and collaboration focused on strengthening the commercial flooring community.

The program highlighted key initiatives designed to help members drive growth and stay competitive in today’s evolving marketplace. A central theme throughout the sessions was the “Meet More, Make More” strategy, reinforcing the value of building stronger connections within the Starnet network and leveraging those relationships to create new opportunities.

A major focus of the roadshow was the increasing importance of data and analytics in shaping smarter business decisions. Attendees explored how data insights can help identify opportunities, track performance across segments, and better understand where growth is happening in the commercial flooring market. These discussions emphasized how members can use available data to refine their approach, strengthen partnerships with manufacturers, and position themselves more strategically with customers.

The agenda also featured segment-focused highlights, diving deeper into key vertical markets and where opportunities are emerging across commercial flooring. These conversations provided members with a clearer view of current trends and helped spark ideas around how to pursue new work, expand into different segments, and better align their sales strategies with market demand.

Beyond the presentations, the roadshow provided meaningful time for networking and collaboration between members, Starnet leadership, and manufacturing partners—an essential part of what makes the Starnet community so valuable.

The Dallas event concluded with hands-on installation training, giving attendees the opportunity to end the three-day experience with practical learning that reinforces product knowledge and installation best practices. This training component ensures that members not only leave with strategic insights but also with tools that support excellence in execution on the jobsite.

The strong participation and engagement in Dallas once again demonstrated the power of the Starnet network and the importance of collaboration with partners like Mohawk Group. Through shared strategy, education, and expertise, the Educational Roadshow continues to equip members with the insights, relationships, and knowledge needed to succeed in the commercial flooring industry.

Starnet would like to extend a sincere thank you to our host and valued partner, Mohawk Group, for helping make the Dallas Educational Roadshow such a successful and impactful event. Their support, expertise, and commitment to advancing the commercial flooring industry played a key role in creating an engaging and valuable experience for our members. We also appreciate the participation and enthusiasm of all the Starnet members and industry partners who attended and contributed to the discussions, collaboration, and learning throughout the event.

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Find A Professional Near You With Starnet Commercial Flooring

Starnet is proud to announce the winners of the 2026 Starnet Dream Team awards, celebrating the power of collaboration between our member contractors and preferred vendor partners. These three teams exemplify the trust, technical expertise, and shared ambition that define the Starnet community, proving that when we work together, we don’t just complete transactions—we build something meaningful.

A Legacy of Technical Mastery: Sarah Strange & Ben Bieker

With a partnership spanning nine years, Sarah Strange (Estimator/Project Manager at Poindexter Flooring, Inc.) and Ben Bieker (Sales Professional at ARDEX Americas) have built a foundation of proactive, solutions-oriented service. Ben distinguishes himself by acting more as a partner than a vendor, often meeting individually with team members during site visits to identify challenges before they become costly delays.

Their synergy has been critical for high-stakes healthcare projects, such as the University of Iowa Stead Family Children’s Hospital and a Health Science Administration Building contract. During the Level 7 NICU Expansion, the duo successfully navigated extensive floor preparation challenges that threatened the schedule. By leveraging ARDEX’s technical expertise and flexible communication styles—ranging from texting millennial staff to phone calls with ownership—this team ensured seamless execution in sensitive environments where delays were not an option. Sarah’s growth into a “dominant force” in the industry has been accelerated by Starnet’s education and training programs, showcasing the long-term value of these vetted network relationships.

The Strategic Hunters: Corey Barton & Jen Maynard

Corey Barton (Business Development Manager at Jack Laurie Group) and Jen Maynard (Senior Account Executive at Milliken & Company) have spent three years refining a relationship-driven approach that Corey describes as working with a “trusted coworker”. This team is defined by a “hunter” mindset, actively seeking growth opportunities and prioritizing long-term value over transactional wins.

One of their standout achievements involved a new corporate headquarters with an extremely tight timeline; they successfully delivered quick-ship products with a three-day lead time by combining Milliken’s specification expertise with Jack Laurie Group’s logistics capabilities. For a public library project facing budget cuts, they utilized on-site renderings to help decision-makers visualize how a creative, value-driven carpet solution could transform the space without a full renovation. Their success is fueled by Starnet-enabled data initiatives and cooperative purchasing tools like Sourcewell, allowing them to engage end-users with intention and transparency.

Community and Connection: Amanda Stertz & Jenny Derrett

The partnership between Amanda Stertz (Soft Flooring Division Manager at Antex Western) and Jenny Derrett (Account Manager at Milliken & Company) is a “customer-first” powerhouse that focuses on emotional connection and community impact. In their three years together, they have shifted their focus toward Indigenous-designed projects, creating unique proposals that resonate deeply with clients.

Their work on the Assiniboine Credit Union rollout—covering over 55 locations—began when an Indigenous-designed “Nibi collection” post on LinkedIn caught an architect’s eye. For the South Beach Casino, an Indigenous-owned facility, the team coordinated complex 24/7 installations during off-peak hours to avoid disrupting operations. Amanda and Jenny’s success stems from a commitment to “story-driven” flooring and a refusal to point fingers when challenges arise; instead, they pivot quickly, using joint training and early engagement to shape specifications before bidding even starts.

Why These Partnerships Matter

Starnet is deeply grateful for these partnerships These winners demonstrate that a commitment to excellence and a shared vision can turn unforeseen site issues into demonstrations of capability and budget constraints into opportunities for creativity. We celebrate Sarah, Ben, Corey, Jen, Amanda, and Jenny for their dedication to elevating the commercial flooring industry through trust and tireless collaboration.

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Image from Couvre-Planchers Labrosse’s 2025 Design Awards Gold Project – The Good News Chapel

Find A Professional Near You With Starnet Commercial Flooring

Laval, Quebec – Couvre-Planchers Labrosse, a family-owned company established in Laval and specializing in commercial flooring solutions, announces the transition of the business to the third generation. This milestone marks a key moment in the company’s history and ensures the continuity of its expertise.

After more than 10 years within the organization, Doriane Labrosse succeeds her father, Yves Labrosse, as President of the company. Nathan Lapointe, a long-time collaborator and strategic ally, also joins the leadership team as partner.

Founded in 1978, CPL has built a strong reputation among commercial and residential clients through the quality of its products, hands-on expertise developed over decades, and long-standing relationships with its partners. The company is recognized for its comprehensive mastery of flooring solutions, from material selection to installation.

This transition reflects a clear commitment to preserving the company’s DNA while bringing forward a modern vision driven by passion for the craft, client experience, design, and long-term performance.

“Taking over a family business is both a privilege and a responsibility. We are deeply committed to this industry and to the expertise we have built over the years. Our goal is to honor that legacy while positioning CPL for the future,” says Doriane Labrosse.

This transition comes at a time when business succession represents a major challenge for Quebec SMEs. Through this generational transfer, CPL aims to demonstrate that continuity, modernization, and growth can coexist while preserving the essence that defines a family enterprise.

The transition also included a return to the name Couvre-Planchers Labrosse, after operating for several years under the name CPL Solutions. The company has also launched a renewed brand identity and redesigned website, reflecting this new chapter while remaining true to its heritage.

About Couvre-Planchers Labrosse

Couvre-Planchers Labrosse is a Quebec-based company specializing in flooring solutions for the commercial and residential sectors. With more than 45 years of expertise, the company provides comprehensive support, from material selection to supply and installation.

Established in Laval, Couvre-Planchers Labrosse stands out for its hands-on expertise, quality products, and passion for the craft. Under the leadership of the next generation, the company has launched a hardwood flooring collection manufactured in Quebec, with finishing completed at a facility located in the Laurentians. This custom collection, developed at the initiative of Doriane Labrosse, is designed for industry professionals seeking high-end solutions that combine design, durability, and local expertise.

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