Expanding the Guhde brand

A storm surge is about to change the local home remodeling climate. The Floor Trader of Lake County offers a flooring outlet store experience with factory discounted pricing, expert guidance and a wide array of in-stock flooring options.

Directors of Operations Shawn Rosa and Monica Rosa have spent months renovating and repurposing the former showroom of Guhde Flooring America in Painesville, knocking down walls, polishing concrete floors and adding doors, windows and a gourmet coffee lounge, all the while fork-lifting pallet after pallet of LVT, laminates, engineered hardwoods, porcelain and ceramic tiles and carpeting. The selection process is made easy with aisles of 52 pallets, each featuring a 4-by-4-foot representation of the colors, styles and variations of flooring, spread throughout the 10,000-square-foot store.

Global Buying Power 

With more than 25 years each in the flooring industry, Shawn and Monica are uniquely qualified to partner with the global volume buying power of the co-op Floor Trader.

“It gives us the power to meet with all the major manufacturers, pinpoint their top sellers, and incorporate those to what we know about this market,” says Monica.

In addition to the pallets of product customers can select and take home, the couple has accumulated all tools needed to complete any flooring projects, from knives and adhesives to carpet kickers and levelers.

“Since we have solid relationships with so many installers, we went to them to see which tools they think work the best,” says Shawn. “We will also have a special area representing Schluter products for tile and waterproofing showers. Our tile lines are perfect for showers, backsplashes, bars and accent walls.”

Complementing their extensive lines of carpeting, Monica points out that since their customers often want area rugs to go over their newly installed hard surface flooring, they are also able to custom cut and finish any size or shape of area rug.

And whichever flooring you’re looking for, you’ll find deep discounts in the closeouts department, with products as low as 99¢ per square foot.

Taking on Big Box Stores 

Shawn says their pricing will be commensurate to big-box stores, but the biggest differentiator will be their expertise in the industry.

“We have customized everything needed for the home remodeling DIYer or local contractor to send their clients our way for selection,” he says. “This is our niche. It’s all we do. There’s a reason generations of people have come to trust us over the years.”

Along with selection and being a one-stop shop, Floor Trader also offers visualization tech through its online Room Visualizer. All you do is upload a photo of the room you’re transforming, and you have the power to see it with any of the selections.

The couple reports they also plan to launch workshops, demos and training seminars at the warehouse, with their manufacturer reps teaching the latest techniques in flooring.

Monica notes their new operation will act as a nice complement to Guhde Flooring America, which offers full custom home renovation, design and installation.

“At the end of the day, we see this new store as the fulfullement of a lifelong goal my father-in-law, Mike Guhde Sr., had to expand his legacy to serve a new market,” says Shawn. “And we’re thrilled to be part of his passion project and carry on the family tradition that began with his father Donald in 1957.”

The Floor Trader of Lake County is now open and located at 1880 Mentor Avenue in Painesville. The grand opening is set for August 27, 2025. Financing will be available. Call 440-639-1991, follow on Facebook and Instagram, or visit FloorTraderLakeCounty.com for more information.