{"id":125304,"date":"2026-01-20T19:59:18","date_gmt":"2026-01-20T19:59:18","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-fl\/125304\/"},"modified":"2026-01-20T19:59:18","modified_gmt":"2026-01-20T19:59:18","slug":"fsu-sets-to-fill-void-products","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-fl\/125304\/","title":{"rendered":"FSU Sets to Fill Void | Products"},"content":{"rendered":"

[Atlanta] Previously part of Broadlume, the technology company recently aquired by Cycnly, Flooring Stores United (FSU) has partnered with Akcel Partners, a business development firm which helps organizations accelerate growth by blending strategic leadership with hands-on business development, operational structure and data-driven execution, the company reported. The goal, it said, is to dramatically expand FSU\u2019s membership and establish a strong national footprint across the independent flooring retail sector. <\/p>\n

The alliance leverages Akcel Partners\u2019 expertise in network growth and buying group development, paired with FSU\u2019s mission to deliver transparent, high-value programs to flooring retailers. The partnership will facilitate building a nationwide group of independent flooring stores, expand vendor relationships and strengthen group-wide buying.<\/p>\n

\u201cThis partnership is about scale, strength and giving independent retailers the leverage they deserve,\u201d said Barth Getto, partner at Akcel Partners, in a statement. \u201cOur role is clear: grow Flooring Stores United into a truly national organization with the reach and purchasing power to help every member compete at a higher level.\u201d<\/p>\n

Getto has an extensive background in the industry, having spent more than 20 years in the industry including positions with divisions of CCA Global Partners as well as at Armstrong World Industries, Shaw, Gulistan, World of Floors, FCA Network, QFloors and United Weavers. Getto said he will drive revenue expansion and market penetration, leveraging decades of experience in building high-performing membership and sales programs.<\/p>\n

\u201cUnder the agreement, Akcel Partners will lead membership growth efforts, targeting independent retailers across all U.S. regions,\u201d both Akcel and FSU said in a statement. It will, \u201cdevelop a national footprint, ensuring FSU representation from coast-to-coast. This structure gives Flooring Stores United a dedicated, experienced growth engine allowing the organization to expand faster while keeping its core model simple, transparent and retailer focused.\u201d<\/p>\n

FSU was founded about five years ago when Broadlume approached Neil Daley, CEO of FSU, to create a proof of concept for leveraging data in the retail space. \u201cBroadlume was asking manufacturers to do some things differently so that locally-owned flooring stores would have a higher level of success,\u201d Daley said in an interview with Floor Covering Weekly. During this time, FSU created four distinct brands as well as a propriety merchandising system. In 2024, Cyncly acquired Broadlume and in May of 2025, Daley acquired FSU. <\/p>\n

\u201cWe are an independent group, but we are still leveraging the technology of [Broadlume] and marketing and data as a partner,\u201d Daley said. <\/p>\n

Currently, FSU has 76 dealers in its network and Daley said the company plans to add 24 locations this year. \u201cWe\u2019d rather have the right people than just chasing the big dollars,\u201d he said. <\/p>\n

Daley explained that FSU is not a traditional buying group. \u201cI think the best way to describe who we are and what we do is a merchandising and sales system that delivers proprietary branding to the locally-owned flooring stores that want to be a part of our group.\u201d<\/p>\n

The key to FSU\u2019s model, Daley stated, is that it is focused on elevating the local dealer\u2019s brand, not the FSU brand. FSU has four exclusive brands \u2014 Proximity Mills, Doma, Paradiso Flooring and Newton \u2014 designed to appeal to specific consumer segments, such as style, luxury, performance and value, Daley explained. \u201cFlooring Stores United is something that you\u2019ll never see in market other than internally. Everything we do is about elevating the local dealer\u2019s brand and market. It\u2019s more impactful for the dealer for them to be promoting their name in the market than ours,\u201d
shared Daley. <\/p>\n

In addition, he noted that the lines are not a \u201cgood, better, best,\u201d format; they are designed based on consumer attributes. \u201cSo, within the performance category, as an example, there are products that are extremely high performance at a very reasonable price, and there are products that are extremely high performance that are a little bit higher priced. It\u2019s really not a good, better, best model because we curate products specific for each of the construction type\u2019s needs for the consumer.\u201d<\/p>\n

In addition, he said FSU\u2019s model, including its merchandising system, is designed to make shopping easier for the consumer and reduce pain points. \u201cThe buying experience we have created in flooring is awful,\u201d Daley said. \u201cWe\u2019ve made buying floors way too hard and our system makes it so much easier,\u201d with clear displays, including transparent pricing. <\/p>\n

Daley noted that FSU does not have specific sales volumes for its retail partners. The only requirement is that partners must have a minimum of 750 square feet for the display system, high consumer review ratings and be family-owned businesses.
\u00a0
FSU also provides an app-based training and resource system for its retail partners and their sales associates.<\/p>\n

\"\"
FSU\u2019s Doma line is focused on style.<\/p>\n","protected":false},"excerpt":{"rendered":"[Atlanta] Previously part of Broadlume, the technology company recently aquired by Cycnly, Flooring Stores United (FSU) has partnered…\n","protected":false},"author":2,"featured_media":125305,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[62103,62100,62106,62107,62099,3458,62105,62101,48321,62102,47989,232,234,233,1576,62104,9710],"class_list":["post-125304","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tallahassee","tag-area-rugs","tag-carpet","tag-dealers-choice","tag-fcw","tag-floor-covering-weekly","tag-global","tag-greenstep","tag-laminate","tag-prime","tag-resilient","tag-stone","tag-tallahassee","tag-tallahassee-headlines","tag-tallahassee-news","tag-technology","tag-tile","tag-wood"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts\/125304","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/comments?post=125304"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts\/125304\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/media\/125305"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/media?parent=125304"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/categories?post=125304"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/tags?post=125304"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}