Our History

Our History

Although the company was founded in 1993, its origins began two decades earlier when owners Maurice Upton and Chris Dougans first worked together as flooring installers.


It was 1975 when Maurice Upton, in partnership with his cousin Bill Waffle, hired a local Langford man, Chris Dougans, to work for them as an installer. A year earlier, Maurice moved from Alberta to Victoria when Bill advised him of the housing boom and demand for tradespeople. Since Maurice had previously worked as an installer and general tradesman it seemed like a great opportunity. He had been to Victoria on two earlier occasions; when he came out this third time, he made it his permanent home.

During this period, Maurice and Chris installed countless floors in labour intensive conditions with demanding schedules. It was primarily new construction but they also experienced their share of home renovations and insurance claims.


In 1978, Chris went into business with his father to own and operate Old British Fish and Chips in Esquimalt. The restaurant industry was something Chris was already familiar with having worked at Mr. Mike’s, a popular steakhouse owned by his father. Successful as the restaurant was, after 11 solid years, Chris decided to change gears.

In the early 80s, Maurice’s cousin decided to move back to Alberta, dissolving their partnership. This led Maurice to B&E Floors where he continued installing floors for the next 5 years. In the latter half of the decade, he began mostly subcontracting to a variety of stores and building contractors.


Chris began his sales career at Butler Bros where he frequently subcontracted Maurice to install commercial products. During this time, Chris was gaining valuable sales and project management experience while Maurice was building a foundation of industry contacts in his dealings with various suppliers, contractors, and other tradespeople.

When Butler Bros decided to discontinue their flooring department, an opportunity presented itself for Chris and Maurice to seize the chance of operating their own business. In 1993, they officially founded Pacific Coast Floor Coverings Inc. With Butler Bros closing out the department, they were able to purchase fixtures and products at a reasonable price which enabled them to open for business.


The newly founded company didn’t have a home until the Ridley family rented them a storefront in CanWest Mall (now under new ownership and operating as Westshore Town Centre). It wasn’t a very large space and after hours, in order to get ready for the next day’s work, they would bring rolls of carpet into the cramped showroom, roll them out overtop of whatever was in the way, and cut them to size. Less than a year later, the store opened in its own official unit on Jacklin Road.


By 1999, the company had outgrown its space on Jacklin Road. Deciding they no longer wanted to rent but rather invest into land for their business, they purchased a parcel of land and began construction. At the time, there was virtually nothing on Millstream Road except residential homes and Western Speedway. There was no hint of Home Depot or Costco and Bear Mountain was literally a bare mountain. A decade later, the neighbourhood has emerged into what might be considered the fastest developing area in the Victoria region.

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The company was expanding rapidly and soon required both larger warehouse and showroom space to display a broader range of hardwood and ceramic tiles. A unit was rented on Dunford Avenue for warehousing and retail products expanded into the back portion of the showroom.


Once again the company’s success necessitated the need for more warehouse space and an opportunity to offer sales on stock and remnant products. The warehouse outlet opened on Wilfert Road in August 2008.


In June of 2011, the company switched floor buying groups to join Carpet One Floor & Home. As a member of the largest cooperative of independent dealerships in the world, we now offer exclusive brands with outstanding product protection such as The Beautiful Guarantee.

Maurice and Chris are proud to have established and maintained their business in the West Shore. They continue to support the local community with their values of hard work and honesty while providing quality materials at competitive prices.


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