U.S. Army Veteran, Rod Smock, Opens Floor Coverings International to Serve Southeast Iowa Homeowners

After eight years in the home-remodeling industry, U.S. Army veteran Roderick “Rod” Smock wanted the opportunity to guide customers through every stage of their home-improvement projects. That goal inspired him to open Floor Coverings International, a locally owned business serving Davenport, Cedar Rapids, Iowa City, Muscatine, and communities throughout Southeast Iowa.

Smock officially opened the business on July 13, 2026, offering homeowners a more convenient and personalized way to select and install new flooring. Rather than requiring customers to spend hours visiting traditional flooring stores, Floor Coverings International of Southeast Iowa brings its Mobile Flooring Showroom® directly to their homes.

The mobile showroom features thousands of flooring samples, including hardwood, carpet, luxury vinyl, laminate, tile, and other options from leading manufacturers. Customers can compare products in the rooms where they will be installed, making it easier to see how different colors, textures and materials coordinate with their lighting, furniture, and décor.

The company’s in-home approach helps eliminate much of the uncertainty that can make a flooring project feel overwhelming. Smock guides customers through product selection, measurements, scheduling, and installation while providing a consistent point of contact throughout the process.

His background in home remodeling taught him that the quality of the materials and the skill of the installer are equally important. That experience helps him identify talented installation professionals and recommend flooring products that fit each customer’s home, lifestyle, budget, and long-term needs.

Owning the business also gives Smock the ability to oversee the entire customer experience, from the first consultation through the final walkthrough.

“I am now able to control the entire process from the first to the last customer interaction and provide world-class customer service with no excuses,” Smock said.

The business is built on a foundation of family, service, and perseverance. Smock and his wife have four children and nine grandchildren, five of whom were adopted. Their family’s experience with adoption has strengthened their commitment to compassion, responsibility, and creating opportunities for others.

Smock also credits his U.S. Army service with developing the discipline, leadership and dedication that continue to guide his approach to business. He plans to operate the company with integrity, hard work, and a commitment to treating every customer like family.

Smock believes homeowners increasingly value businesses that combine innovation and technology with genuine personal service. Floor Coverings International uses modern tools to make flooring projects more efficient while preserving the relationships, trust and accountability customers expect from a locally owned company.

The community is invited to celebrate the new business at a grand opening and ribbon-cutting ceremony hosted by the Muscatine Chamber of Commerce on Wednesday, August 26, from 4:30 to 6:30 p.m.

For information or to schedule a complimentary in-home consultation, call 563-770-3244, email rod.smock@fcifloors.com or visit https://floorcoveringsinternational.com/locations/us/ia/davenport/

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About Floor Coverings International
Floor Coverings International is the #1 flooring franchise in North America with over 300 locations between the U.S. and Canada. Known for its unique customer experience and Mobile Flooring Showroom®, the business model brings over 3000 flooring samples to the customer’s door. For more information, please go to www.floorcoveringsinternational.com.