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Success Story: Dan’s Flooring – Celebrating 30 years in business on August 1

By Cindy Brown
Posted 8/2/18

Dan’s Flooring has been in business since 1988. Some things have changed in 30 years.

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Success Story: Dan’s Flooring – Celebrating 30 years in business on August 1


In 1988 Dan’s Flooring opened a small store in Cantu Plaza. A few things might have changed since then, but as they celebrate their 30th anniversary in business Dan’s Flooring remains true to the same commitment: quality products and an unwavering commitment to the customer.

Now apps remotely control window coverings, even if you are not at home, and many new floor covering products have emerged. But some things haven’t changed, such as providing great customer service and products that last a long time.

When Dan’s Flooring opened, they sold carpet and linoleum. When they saw a demand for tile, they added that, followed by wood flooring and window coverings.

Dan Gonzales says, “What I love is that after we install new flooring, the house is totally transformed. When we leave, the old floor has been replaced by something beautiful and the people are happy and the house is more livable.”

Dan’s customers are a mix of homeowners who are remodeling and contractors who are selecting finishes for new home and remodel jobs. Co-owner Christina Gonzales says, “Some of our customers come in once a year for something new. One year they might be replacing window coverings and the next year wood floors, carpet or tile.” 

Contractors often suggest that their homebuyers visit Dan’s to pick out finishes. Either the contractor or Dan’s staff install the products. Dan’s Flooring also works with commercial customers, including churches.

The showroom at Dan’s is full of gorgeous flooring, window coverings and cabinets in a variety of colors and textures. A visit can open up a world of possibilities for refreshing your home or finishing new spaces. 

What’s new

In window coverings, the classic wood and vertical blinds are available along with cellular shades that keep the heat and cold out. Now remote controls are available that lift and close the shades from across the room or across the country, using an app on a phone or computer. 

New floor covering products include luxury vinyl planks that look like wood and are easy to clean. “The vinyl planks are the hottest trend right now in floor covering. They are taking the market by storm. You care for the floor just like you would vinyl. It is soft to walk on, and some are installed with cork underneath,” says Dan.

In carpet, the latest technology known as Smart Strand locks in the color and keeps out stain and soil. Some of the products come with lifetime soil and stain guarantees. Hardwood both solid and engineered continues to be in demand, along with porcelain tile in big formats, such as 24 by 24 inches. 

Dan says that trends come from products that people see on TV and in magazines. Over time, Dan has tried different brands and kept the ones that held up best.

“We encourage people to purchase high quality products. If not, they may be happy when they get it, but they won’t be happy a year later. In a small town it is so important to keep a reputation for providing high quality products,” says Dan.

Best of Taos 

Dan’s approach to good business is working well. The store won Best of Taos this year as it has for every year since the category has been part of The Taos News survey. “I think part of our success story is that we are still here after 30 years,” says Christina. “We’ve seen a few stores come and go, but we are here and deeply rooted in Taos.”

Christina was born and raised in Taos and Dan has been here for 40 years. They met within three months of Dan moving to town and will have been married 39 years this fall. They have five children: oldest son Daniel, who works in Washington, D.C., for the Department of Energy and is married to Katie. They live in Virginia with their two children Mila and Samuel. Their oldest daughter Sarah is an award winning realtor and is married to Gary Griffin; they live in Albuquerque. Jeremiah, their store manager, is married to Moriah and they live in Taos. Their son David works for a restaurant in Albuquerque, and youngest daughter Christina works for a computer company in Albuquerque. 

Christina is the bookkeeper for the business. Dan and their son Jeremiah are the estimators and provide assistance for people at the store. They have a staff of three installers. We would like to thank our wonderful employees for the great work that they provide for our customers. We appreciate them very much.

“We pride ourselves on good customer service. If a job goes on the calendar, we are going to be there – on time,” says Dan. He attributes their success to the help of the Lord and they hold a morning prayer with the staff before the start of each work day.

Past and future

Dan grew up in Clovis and worked for his uncle at a flooring store in Sacramento as a warehouseman. 

When he went along with installers, he found he liked that aspect of the business. When he moved to Taos, he opened his store in the lower level of Cantu Plaza, just south of downtown. After building an addition to their home, their new showroom was constructed in 1995. “It is a large showroom at 4,500 feet. We have lots of inventory ready to install,” says Dan.

Over the years, Dan has had many good employees. A former employee called recently to thank Dan for the opportunity to learn to install floors. He said it changed his life. He now has a union job installing floor coverings and can provide for his family. 

Dan’s Flooring remains committed to serving Taos. “I hope to see my son Jeremiah taking over more of the responsibility for the business. He is good at it and loves his job,” says Dan. 

Products available:



Ceramic tile

Laminate floors


Window coverings

Wood floors


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