About Us — A Family Business, A Forty-Year Story

Get to know your Millcreek, UT area flooring experts

Four decades. Built on relationships we don't take for granted.

Specialty Flooring & Design was founded in 1984 by Jeff Penrose on a handshake standard — do good work, stand behind it, and treat every client like their project is the only one that matters. Four decades later, the company is still family-run, the standard hasn't changed, and a second generation is now actively involved alongside a loyal crew of installers we've worked with for years.

The builders, designers, general contractors, and homeowners who've trusted us with their projects are the reason this business exists. The homes we've been invited into — from Salt Lake City to the mountain communities of Park City and Midway — aren't just jobs on a schedule. They're the result of relationships we've been fortunate to build over decades, and in many cases, across generations of the same families and companies.

We've also been brought into projects across the Mountain West and beyond — Idaho, Montana, Wyoming, Arizona, and into Canada — when builders and clients need us. The work is the same regardless of the zip code: handle it like the only project on our schedule, and earn the trust to be invited back.

We don't take any of that for granted.

Any project. Any budget. Any scale.

We work with everyone — from a homeowner replacing the carpet in a single room, to custom home builders furnishing an entire project, to designers sourcing hardwood for a mountain estate, to general contractors outfitting hotels and commercial buildings. Our trade partners come back to us because we understand what their reputation depends on, and because we treat their clients like they're ours.

You don't need a seven-figure remodel to work with us — and you don't need to sacrifice quality to stay on budget.

Budget-friendly options — For homeowners who want a fresh, clean look without overspending.
Mid-range selections — That balance durability, style, and value for families, rentals, and new builds.
Custom and luxury options — For high-end homes that call for one-of-a-kind hardwood, wide plank, or specialty wall coverings.

We'll help you find the right product for your project and your budget — not ours.

What we do

We handle every stage of a flooring project in-house — from sourcing and sample selection to installation and final walkthrough. Everything we supply, we install ourselves. One team, one point of contact, start to finish.

Hardwood: Solid hardwood, engineered hardwood, custom sand & finish, hardwood refinishing, custom staircases.
Carpet: Wool carpet, nylon carpet, custom runners & stair runners, custom area rugs.
Luxury Vinyl Plank (LVP) & Laminate: Waterproof LVP for kitchens, baths, basements, and high-traffic spaces. Laminate selections built for durability, style, and everyday living.
Wall Coverings: Full wall covering supply and installation.
Specialty Surfaces: Gym flooring and basketball courts.
Commercial Projects: Hotels, offices, and commercial buildings. Property management and multi-unit residential. Commercial-grade carpet, hardwood, LVP, and specialty flooring.
Trade Services: Full support for builders, designers, and remodelers — from plans to punchlist.

Full service & in-house installs — we're with you the whole way

From the first set of plans to the final walkthrough, we don't disappear in the middle.

Our install teams are ours — same crews, same dependable work, same result. No rotating help, no guessing who's showing up. The people installing your flooring are the same people we've trusted on every project for years, and their work carries our name on it.

That means real communication at every stage — answered phones, honest timelines, and a team that actually knows what's happening on your job. You'll know what's been ordered, when it's arriving, and who's showing up to install it. Your client will know what to expect and when to expect it. And if something needs adjusting along the way, we'll be the first to tell you — not the last.

That's the standard. It's how we've kept builder, designer, and homeowner relationships for forty years, and it's how we earn new ones.

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Our mission

To be the flooring partner Utah trusts at every level — residential and commercial, budget-friendly to custom luxury — through craftsmanship, communication, and the kind of follow-through that earns the next job before the current one ends.

Let's build something together

Whether you're a builder planning your next custom home, a designer sourcing for a client, a commercial GC outfitting a hotel or office, or a homeowner updating a single room — we'd like to hear about your project.

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