Rochester Business Puts Decades of Experience Into Interior Design Photographer / Lana King Home interior remodeling can be an anxiety-producing task. The owners and staff at the House of Decor in Rochester are ready to send homeowner anxiety and outdated decorating trends packing. “Interior design is how we experience space, by combining art with science and math to achieve an aesthetically pleasing environment,” explains Owner Bill Roe. For almost four decades, the Roe name has been synonymous with interior design. The business was founded in 1971 by Bob and Freda Roe. They opened their doors to the Rochester community on 8th Street, offering a selection of flooring, lighting and interior design choices.
The Roes’ son Bill stepped up to take charge of the business in 1986, expanding in 1990 to a larger location on 9th Street. The expansion included new lines of interior design products. This move allowed customers to access products from additional suppliers in many different areas. “We added products like flooring covers, window treatments and wall tile,” Roe says. The House of Decor provides flooring, tile, drapery, blinds and other interior resources. The company doesn’t just supply the materials – it also supplies the expertise. The business employs 14 people including installers and design consultants. Roe often travels from job site to job site, in addition to taking measurements at client locations. The company’s clients get access to a team of talented designers and installers who want to make each space the best it can be. Designers access the most up-to-date information on trends, and understand how interior design can change psychological factors such as mood. Even small changes such as paint and fabric colors or room layout can provide a fresh perspective, and make a person’s environment more comfortable and personable. There are two priorities in dealing with a customer, Roe says. These are customer satisfaction, and understanding the needs of the project. These needs involve specifics such as accurate measurements, color scheme and textures the client prefers. “When consulting a client, we need information like measurements, which room the product goes in, if they have a color preference, type of flooring, and style,” Roe says. “If they do not know, we use our creative skills to help build a plan. We also ask whether or not they need the product installed.” Most of the company’s clients are lakefront homeowners in Culver and Rochester. The client base has increased over time, providing an impressive portfolio for Roe, and this trend is expected to continue. The company’s flooring products consistently sell well. Roe offers hardwood, vinyl, tile and carpeting. Several well-known national manufacturers are among the lines offered at the store.
Carpeting in particular remains popular for both the comfort factor and sound absorption. The House of Decor sells residential, commercial and indoor-outdoor carpeting brands such as Shaw, Tuftex, Beaulieu and Mohawk. Walk-in showers are also popular with the company’s clients. This type of project can be a big undertaking, but clients can choose from tile vendors such as American Olean, Marazzi, Anatolia, Crossville and more. “We install tile in a number of applications such as showers with shelving and seating options, floors, walls, and backsplashes,” Roe says. If a project requires wall paint, the company also offers an in-store paint department featuring Pittsburgh Paints. A selection of indoor-outdoor paint, stains and cleaners are available, along with tools and supplies to do the job. From window shades to drapery fabrics, clients can easily update the look of their window treatments at the House of Decor. Personalized design services can help add a decorative touch. Many outside contractors and homeowners taking on projects themselves have found what they need at the House of Decor. “Flooring, tile, drapery and blinds are the products we sell that customers can order and install themselves,” Roe says. For these customers, the House of Decor experts offer some advice – pay attention to lighting and the other specific needs of the project. House of Decor is located at 401 East 9th Street in Rochester. For more info, call 574-223-2730 or visit

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