On the eve of World War II, Louis DeSitter, founder of DeSitter Flooring Inc., made a risky investment to ensure his company would stay afloat during the war years.
“He knew all the textile companies would convert to war production, so he stocked the warehouse from floor to ceiling with carpets. He was one of the few people in Chicago who had carpet to sell,” said one of his grandsons, Steve DeSitter, who along with his cousin, Tom Cunningham, now co-own the family-owned business that has continued to thrive.
Louis DeSitter, an immigrant from Belgium, started the business in Chicago in 1920. Today, his grandsons look forward to marking the company’s 100th anniversary, which will roll around in four years.
The third-generation owners credit their grandfather’s dream and business savvy, and the support of the second generation with giving the company its strong foundation.
“Our grandfather was a very bright man. He was a visionary,” DeSitter said.
Indeed, the company, which sells carpet, tile and hardwood for residential and commercial spaces, has continued to flourish, in part by staying ahead of the trends and anticipating and coping with changes in the economy. It estimates it has installed more than 150 million square feet of flooring since it was founded.
The company has a corporate headquarters, commercial showroom and warehouse in Bolingbrook and several retail showrooms. Two are in La Grange at 1 N. Kensington Avenue and at 301 W. Hillgrove Avenue. The third is in Glen Ellyn at 444 Roosevelt Road. It opened in May and is the largest.
Succeeding through the decades has meant offering not only a high-quality product, but diversifying. Although customers are not demanding wall-to-wall carpeting in their homes as they did in previous decades, the company’s carpet business remains strong by offering a variety of products including sculpted and patterned carpeting.
“Our carpet business is stable and very strong,” Cunningham said. “We carry an array of durable and high-style carpets.”
The company also has thrived by expanding their range of products.
“Over the last 20 years, we’ve diversified into hardwood and tile and into all types of flooring,” Cunningham added.
That range of products is one of the reasons why interior designer Maribeth Marinich of Interiors by Maribeth in La Grange has been a customer at DeSitter for 30 years.
“They have an impeccable reputation,” she said. “The brands they use and their service is impeccable. It’s also designer-orientated. They offer more unique products – ones that you won’t see coming and going.”
She likes the retail showrooms because she can bring a client to them to choose flooring and they don’t have the hassle of going from one store to another.
“It’s one contact. It’s one phone call. It’s one stop,” she said.
She also appreciates the personal touch that comes from it being family owned.
“The minute you walk in you feel that it’s very personal,” she said. “You feel very comfortable.”
While making customers feel at home, the company also has stayed current with new technologies that allow them to operate efficiently. DeSitter has invested in upgraded computer software to estimate and quote prices in-home quickly, purchased laser measuring tools with Bluetooth technology to easily upload information, and upgraded its scheduling software to better manage work crews, installation and communicate with clients before and after their project is done.
In addition, the company website contains its full product catalog so customers can shop and select samples before visiting the showroom.
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DeSitter said the most difficult aspect of the business is anticipating how the overall economy will affect it.
“It’s not the competition because I think we’ve really separated ourselves from the competition,” he said. “It’s the unpredictable nature of the economy.”
DeSitter endured the great recession of 2008, as well as many previous down times.
Cunningham recalled that his parents, Tom Cunningham Sr., and Lillian DeSitter Cunningham, instilled a love of family, and a tremendous work ethic in all their children.
“Steve and I commit many hours to our family business. We’re committed to growth, and we’re committed to the development of our people,” Cunningham said. “This commitment has enabled us to endure slowdowns and experience long-term growth.”
Being able to perform in every aspect of their business and knowing their customers are other ways continue to succeed.
“We always want to keep our hands on the pulse of the business,” DeSitter noted.
Both Cunningham and DeSitter said what they enjoy most about their business is knowing their products and expertise can transform a space – and make customers happy.
“We experience tremendous satisfaction from making spaces more beautiful,” Cunningham said. “And knowing that our customer is happy.”
“I love the people aspect,” DeSitter added. “We’re here to serve people and I enjoy that.”
DeSitter started working at the company the day after he graduated from Benedictine University in Lisle on May 22, 1977. He recalls that he and his father, named Louis after the company founder, drove into the office the following day where they both worked well past 8 hours.
He recalled with a laugh that his father said at the end of the day, “Son, welcome to retail.'”
Cunningham and DeSitter continue to put in long hours to ensure the success of the company, which has grown to employ more than 100.
They wouldn’t have it any other way.
“We’re simply two hard-working people who have a passion for this industry,” Cunningham said.
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