The most modern and functional floor coverings are found at Titan Flooring where nearly 30 years of experience, quality and innovation have helped commercial and residential spaces look and perform at their best. With free estimates, expert installation and personalized consulting, Titan is your one-stop shop for all flooring needs.
It’s a competitive business – so how does Titan ensure growth year over year? The answer lies in its history, corporate culture, passionate team and an event that proves that life’s interruptions can be disguised as opportunities.
Titan Flooring was launched in 1996 by Terry Moritz, president. “I had been in flooring industry, more or less, since I was 13,” muses Moritz. “My father, Peter, was in flooring and I followed in his footsteps.”
While he worked with his father for a few years, Moritz also took the time to explore other options outside of the family business. And when Moritz launched Titan, his father joined the company.
Titan Flooring found success and grew slowly over the years. Then on March 30, 2024, it all burned down.
“Rising from the ashes” is a very common refrain when disaster strikes, but for Titan Flooring, it was a very literal event. Just over a year ago, Titan burned to the ground. Nothing was left. In a matter of weeks, however, they were operating out of a temporary location and today they have built back their permanent location better and bigger than ever. There is only one way that could have happened – to have a foundation so unshakable and a corporate culture so strong, that even a devastating fire couldn’t stop them. In fact, it just made them stronger.
“We suffered a total loss,” Moritz reminisces. “Titan was in that location for 28 years. In addition to the fire, that same year my father retired and Mark Lutz and Devin Cartwright joined as managing partners.”
To say it was a time of transition is to put it very lightly.
Moritz looks over the showroom, which, despite the early hour, is already filling with clients.
“This is what we created since then. We weren’t always here, in this location.”
The location he speaks of is a combined showroom and warehouse ideally situated on the west side. From plenty of parking to local and imported products drenched in natural light thanks to the large array of windows, from comfortable consulting spaces in the showroom and in offices, to the large samples that invite customers to touch the surfaces and see how it fits into the space – what they built back is truly amazing.
After the wind scattered the ashes of Titan’s original location, Moritz and the management team quickly regrouped, setting up a temporary headquarters in a hotel banquet room and calling the staff in. Many arrived expecting bad news, unsure of what was coming next. But layoffs were never on the agenda. Instead, the meeting was about unity – how they would all move forward together.
Lutz is happy to share, “We did more than recover. We grew the business. Despite having to move and start over, the last 14 months have been the best for Titan so far. Over the last year we grew more than 25 per cent.”
Cartwright adds, “Most of our clients actually had no idea of the extent of the damage as we were able to quickly pivot and work with suppliers and vendors to ensure product kept going out and projects were completed on time.”
“There is no doubt,” Lutz continues, “the corporate culture, the team, our relationships with suppliers and customers – that formed the foundation for the early success, the transition and the growth we are experiencing now. Every one of them had a hand in getting us to where we are today.”
The focus on the team has been a priority since day one, and for Cartwright, leadership means investing in the staff and leading by example.
“We are not afraid, for lack of a better phrase, to get our hands dirty,” he smiles. “The management team is highly focused on servant leadership. We all work together, side by side. We lead by our company values of honesty, mutual respect, communication, accountability and information. It’s just what we do.”
Growth and sales are wonderful, but Moritz, Lutz and Cartwright find empowering the team to be among the greatest rewards of coming to work every day.
“Sixteen salespeople – watching them grow and build and succeed… to know we are helping them feed their families and more, it’s very rewarding and humbling to be a part of their journey as they are a part of ours,” says Lutz.
Cartwright elaborates, “Seeing people succeed internally is hugely rewarding. I mean, you go back to the fire for example. A few team members thought we would tell them we were shutting down because we had lost everything. That’s the easy answer but honestly it wasn’t even a consideration! It simply didn’t come up as an option.”
Moritz adds, “I guess that would be probably, for me, one of the biggest accomplishments – seeing what we did and how our team supported this last year in some very crazy times. That is probably one of the biggest accomplishments I could want. I don’t think there’s anything bigger than that. We’ve always prided ourselves on trying to fly under the radar and have for a long, long time. The last number of years, people are paying attention. We never set out to gain attention like that. We’re just doing our thing, looking after our customers and looking after our staff and installation crews. Due to that, the success comes organically, and we are all very grateful.”
When Titan is not providing solutions to clients for all their floor covering needs, you’ll find the team active in the community, giving back in donations, expertise and volunteering time. From supporting cancer and MS research to donating to women’s shelters and Hope Mission, their support is as varied as the products in the showroom.
“We just do what we can, where we can. We support a bit of everything,” smiles Moritz. “We try to help as many causes as we can within reason.”
While Titan doesn’t seek the spotlight, they are proud of the awards given by suppliers for consistent growth and sales. Even during the year of the fire, they were awarded as a trusted trade partner by Sterling Homes.
As Moritz looks back on the journey of starting the business to now, he is incredibly grateful.
“I want to say thank you to our staff, installers and suppliers, including Buckwold Western, who provided office space during our transition. I also want to thank our customers and our families, who are a big part of it all.”
Moritz says, “Between my father and myself, we bring several decades of combined experience to the table. And when you include our entire team, Titan represents more than 200 years of collective flooring knowledge. Our goal is to harness that expertise to continuously improve the service we provide to our customers and the support we offer our staff.
“We made it through a challenging year, and we’re determined to keep that momentum going. Titan was built on a foundation of solving problems and finding solutions. Our mission remains simple: we’re committed to exceptional customer service. We believe that honesty, clear communication and accountability are the keys to delivering outstanding client experience and maintaining a healthy, positive work environment.”
17305 111 Ave NW
Edmonton, AB T5S 0J5780-489-8929
