Four generations of flooring taught Alexanian’s how to integrate family

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Andrew Alexanian, president at Alexanian Carpet and Flooring, is part of a successful Canadian family business founded in 1925 by Aris Alexanian, who taught orphaned Armenian children in Georgetown, Ont., before establishing the company in Hamilton.

Since those early days, four generations of Alexanians have worked together to maintain what is now a thriving and recognized Canadian chain, and in this interview, Andrew talks about how they maintain a balance between carrying forth Aris’s legacy and allowing the next generation to thrive.

The company has even brought Andrew’s wife Shelley to the forefront, though she was one of the most private members of the family.

How did Aris Alexanian’s vision and business first come to be?

“Aris escaped Turkey during the Armenian genocide [by the Ottoman Empire during World War I]. When he arrived in Canada, he became a member of the Georgetown Boys, a group that helped bring Armenian orphans to Canada. His desire and ability to be of service was always going to be the cornerstone for a future business years later.

“He looked for a business that would support this desire. He was familiar with handmade rugs and was no stranger to travel and identified an opportunity to travel back to the east and set up supply lines to import handmade rugs to Hamilton. His business was a vehicle to employ many new Armenian immigrants in Canada. He took good care of his employees, and this allowed him to be very customer focused. His attention to before- and after-sale service was his true business focus.”

How have the business initiatives evolved, and what are the goals and prominent projects of your business today?

“Our business initiatives have continuously evolved and changed over the years. Our product mix has expanded from only area rugs to include wall-to-wall carpet, hardwood, luxury vinyl, laminate and tile flooring, and most recently window coverings and California shutters.

“Franchising stores to employees has also added a new way to keep our best staff on our team while maintaining our service standards.

“In addition, we entered the in-home carpet and floor cleaning business to support our customers after we install a carpet or floor in their home. This aligns with Aris’s mission to being able to service customers long after their purchase or installation.

“One of our key projects this past year was re-opening and re-building Aris’s area rug cleaning plant in Hamilton to properly maintain and care for our customers’ area rugs. This plant was closed in the 1970s, but after years of customers telling us there was no proper cleaning option to maintain their area rugs, we decided it was necessary to reopen this facility.”

How did the next generations get involved in the business, and how were they prepared for that role?

“This process is always evolving. We have learned important lessons over the years from both our successes and mistakes. The second generation was recruited and obligated to join the family business by the first. The third was where we learned the most.

“There were many different feelings from the third generation from obligation to continue the legacy, to a sense of entitlement to genuine interest to make a difference. Some of this generation was brought into the business, where others expressed interest. Some came into the business right after secondary or post-secondary school, and others worked elsewhere and later expressed interest or were recruited into the business. Most of the third generation started from entry-level positions and worked their way up into management or executive roles based on their individual success and ability. We are using what we learned from the third generation with the fourth generation, as many are now in the workforce.”

Do you have any advice for other families that may be looking at preparing next generations for leadership roles in the family’s business initiatives?

It is important nothing be taken for granted in families and family business, both from the older generation expecting the next to enter the family business and from the younger generation to expect a role in the family business. There is not one size that fits all and not all family members have the same ability or the desire to provide value to a family business in the same way. It is important for kids not to feel obligated to join the business, then get stuck in a business and life that is not natural for them. Parents need to give them space and not influence them to come into the business.

“Of course, one generation always dreams of the next succeeding them and keeping the family legacy alive in a perfect world. However, it is important for children to experience working outside of the family business to not only gain skill and experience to bring to the family business at a later date (if they have desire to join), but to have the option not to come into the business if they are more comfortable doing something else. This way there is no regret or obligation either way. Lastly, I encourage family to start at the bottom and be promoted based on their actual results and not just because they are family.”

Can you share with us how you decided to bring Shelley in as the face of your business?

“As we started to focus on lifestyle and home fashion within our product categories 20 years ago, we were not connecting with the new generation of carpet and flooring buyers. Our spokesperson at the time was excellent at connecting with our existing and traditional clientele, but not with the fashion or lifestyle flooring buyer of the next gen.

“Shelley was part of this generation we needed to reach, and, to me, she was a natural choice to reach the new consumer while not losing the family values of the business and alienating our traditional and existing customer base. Shelley has a tremendous sense of personal style and a magnetic personality that people easily connect with and enjoy. Shelley was the refresh that our brand needed at the time.

“Although Shelley was hesitant to become the spokesperson, as she was not a professional and did not have any prior experience being on TV and radio, she stepped up when asked and put to rest any doubt that this was not the right move. This was a lot of pressure on Shelley, as she is naturally a very private person. Not only was there a new challenge of being in the public eye for Shelley, but this created a new pressure to perform on a daily basis for the rest of the family.”

What is one of your most memorable achievements?

“My most memorable recent business achievement was creating the Signature by Shelley Alexanian brand.

“As Shelley became more and more successful as our brand ambassador, it was an easy decision to create a new product brand within our existing store brand. Shelley helped develop our own brand of carpet, rugs and flooring in our Alexanian stores that represented and expressed her own personal product choices. It was met with so much enthusiasm and success among our customers and our staff that Shelley and I developed an entirely new carpet and flooring store concept in the Toronto Castlefield design district under the Signature by Shelley Alexanian brand. This was not just a different and unique label; it was a different and unique flooring experience.

“It was extremely rewarding because it gave Shelley and I the chance to work directly together on this brand and store for almost two years. From design, to set up, to finally seeing it come to life and open in 2017 was extremely gratifying. I am grateful that Shelley has such great eye for colour, detail, design and perfection and that she was able to give all of this and more to the Signature store.”

Responses have been lightly edited for clarity and length.

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