LaValle Flooring: An Innovative Shopping Experience

Norberto Rivera Vazquez and Matthew Sanchez

Founded by San Diego-native Norberto Rivera Vazquez in 2014, LaValle Flooring is a full-service flooring and tile company based in Valley City, ND—recently opening a new branch in Downtown Fargo.

Valley City Flooring Company Opens New Branch in Downtown Fargo

Founded by San Diego-native Norberto Rivera Vazquez in 2014, LaValle Flooring is a full-service flooring and tile company based in Valley City, ND—recently opening a new branch in Downtown Fargo. LaValle offers everything from carpet, vinyl, hardwood and tile to full flooring installation services to Fargo, Jamestown, Valley City and the surrounding areas. Growing up in a family flooring business, Vazquez discovered the business opportunity in North Dakota was optimal for starting his own flooring business. With hard work and dedication, Vazquez has watched LaValle gain traction and success, and has earned the Best of Houzz Award five times since 2018.

*Best of Houzz is a community-based award given to home professionals who contribute great content to the Houzz community and who provide excellent customer service to their clients. *

Q&A: Meet Matthew Sanchez, Branch Manager of the new Downtown Fargo Location


How long have you been with LaValle, and how did you first get connected?

I’ve been working with LaValle Flooring since 2018 on the sales side, but I had previously helped as an installation assistant back in 2016. I actually went to high school back in sunny San Diego, California with Norberto, the eldest son of the Family, and I ended up moving to North Dakota a few years after he did. The move was meant to be temporary until I could afford to pay for my college tuition back home—but then I met my wife, Madi, and plans changed a little.

Talk about the customer experience LaValle is creating with their Fargo showroom.

Well, the new Fargo location is definitely making use of being in the current age of technology! Basically, anyone within the company can access the cameras, microphones, and even the front door from our phones, allowing us to let customers come in and check out our products without having to have someone in the showroom 24/7.

Why did you decide to open a showroom in Fargo? What opportunities did you see?

Fargo is kind of smack dab in the middle of our service range, so it made sense for it to be a location to expand to. On a more personal note, my wife and I are having a baby this fall, and because I live in Fargo, commuting will be a whole lot easier when it’s a drive across town rather than an hour-long commute west on I-94.

Talk about the approach to creating a no-pressure customer experience. What are the advantages, and how does this model shape who you are as a company?

One of the reasons I really enjoy working sales at LaValle is because we don’t ever use any of the classic ‘sales gimmicks’ that plague most retail stores. The best part about working with the products we have in the showroom is the quality of product we offer, which means rather than talking about price, I can talk more about the features and quality of the products. What I think helps us the most as far as doing business goes, is that we provide folks with a customer experience that focuses on helping our clients improve their homes, without rushing to make a sale.

Rather than selling thousands of brands, LaValle focuses on selling a select few and marketing them well. What are the advantages of this approach?

With having only a select amount of brands, we are able to foster a much stronger relationship with them. This brings a huge list of advantages, the biggest two being better pricing and better customer service, which in turn help us service OUR customers even better!


Although LaValle’s new Fargo location is “remote”, they still will have the store staffed on Tuesdays and Thursdays from 9am-6pm. If you prefer meeting face-to-face, feel free to stop by on one of those days, or make an appointment online!

Read Why More People are Choosing LaValle for their Flooring Projects

LaValle offers extended financing for both material-only purchases or for customers that want to bundle materials with installation.

“Start to finish the staff did a great job with communication and service. The floors look great!”

-Paul B.

The staff is so helpful. I received so many great suggestions but felt no pressure. I got exactly what I wanted in both product and installation. I seriously have zero criticisms and I’d consider myself to be a picky person. I will continue to use this company for future projects.

-Tina H

I can’t say enough great things about LaValle Flooring! Firstly, the customer service is amazing! Fast communication. Second is pricing—they blow others out of the water on their great prices! Thirdly, the flooring is beautiful and so easy to install. We have used another product in another room and it didn’t go so smoothly. I recommend LaValle Flooring to everyone!

-Holly O.

La Valle Flooring

624 Main Ave Suite 12, Fargo.
(701) 212-3183


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