As Joseph and Santino Bernaudo prepare to take their brand into a new era, we talk to the father-son duo on getting into the business, sustainability and creating a showroom founded on experience.

If you’ve ever been in the market for flooring, there’s a good chance you’ve heard of GreenValley Flooring. With over 25 years of experience, projects that have garnered awards and a showroom that’s as much an experience as a home for its impressive range of products, it’s become known as a staple in Ontario’s flooring sector.

While Joseph Bernaudo and his son, Santino, are entrepreneurs operating a number of businesses, flooring has always been their mainstay. GreenValley Flooring’s story started in 2003, with the brand positioning itself as an importer of hardwood flooring. “I was very young at the time, and I remember spending Saturdays and Sundays, when I was off school, coming in to help unload containers because the business was really starting to take off,” says Santino. “We realized there was a real need for, and a lack of, quality Canadian products.”

GreenValley Flooring filled that market. Using their insights into what customers wanted, they evolved over the years to become a business that didn’t just import flooring but manufactured it locally. As the business continued, they started introducing different verticals to please customers.

They implemented custom colour matching and bespoke options so customers could achieve their projects exactly as they had envisioned them. They also, through their Bespoke Collection, offer reclaimed wood products. “It’s a shame to have these old structures torn down when you can take the lumber that structurally built them and turn it into a masterpiece that lives in someone’s home,” Santino continues. “That’s the art behind the reclaimed line.”

While all of that still remains today, they both share that the business has been gearing up for the next stage of its growth and has been investing in itself to make that a reality.

“We Realized There Was A Real Need For, And A Lack Of, Quality Canadian Products”

Santino Bernaudo

One key part of this growth is their newly renovated, stunning 2,500-square-foot showroom featuring larger-than-life samples of some of the most beautifully unique flooring products available on the market. “We have a unique line of flooring products, but it’s more than just that. When a customer first comes in, they are offered an espresso or beverage,” Santino explains. “Our talented staff is trained to take their time with the customer, ensuring that we capture exactly what they want to achieve with the project. It doesn’t matter whether the customer is coming in for a 100- or 10,000-square-foot project, we make sure to give every customer the same experience, regardless of budget or size of project.”

Joseph talks about it coming down to a passion for both serving the customer but also educating them. “There’s a science behind flooring, the different characteristics of wood, and everyone has a different preference. We tie all of that together to understand what the customer’s needs are so we can deliver what they’re looking for.”

The showroom itself includes a range of options when it comes to flooring. Their solid hardwood is more traditional, constructed from planks milled from a single piece of timber. The engineered wood is a versatile option, constructed with a veneer of hardwood combined with a core typically made of plywood. GreenValley Flooring also offers luxury vinyl options, ideal for commercial spaces or moisture-prone environments, and laminate flooring for a more affordable yet still stylish finish. Alongside all of this, the brand also offers services, like flooring and carpet removal, restoration of antique flooring, baseboards and stair refinishing. In short, it’s a one-stop shop.

Whatever option a customer chooses, there’s a constant focus on sustainability and quality. Joseph shares that the name GreenValley comes from feelings associated with forests and sustainability. “There’s a lot of due diligence that goes into picking our distributors and suppliers,” says Santino. “We hand-pick and cross-reference them for quality and the science behind products, so we can bring the best.”

Coming from a manufacturing background, both Joseph and Santino understand what compounds could be harmful and what to avoid to keep customers safe. “We don’t carry any products that don’t meet the most stringent guidelines for being green and clean,” says Santino.

Even when it comes to the installation of the flooring, the pair share how all of their installers are NWFA-certified, insured and have a minimum of 10 years of experience. As Santino adds, “We take the guesswork away from the customer.”

Since its beginnings, GreenValley Flooring has thrived, and the entrepreneurs share how that translates to customer satisfaction, with 50 per cent of their business today driven by referrals. However, Joseph and Santino make it clear this is just the beginning. With a revamped showroom, a strong reputation and an ever-evolving line of custom products, they’re ready to take GreenValley Flooring to the next level.

8820 Jane St., Concord, Ont.
905-761-1537
www.greenvalleyflooring.ca