About Us

Brad Lenz installed hard surface for many years with his first tile install being in 1998 around a whirlpool tub in Stevens Point as a subcontractor with Elroy Schoenfuss. Elroy is now a team member of Rice’s with a focus on their PSA/IC duties along with commercial projects and problem-solving the bigger issues. Some of Rice’s Installation craftspersons have been installing with them for around 20 years and some of our longtime subcontracting vendors over 30 years! Brad’s roots are in flooring and installation with a passion for better pay and doing things right on the installation side. In 2016 Rice’s More Than Floors cloud-based technology was unleashed to the team. From their humble beginnings of pen and paper to now in 2023 they are nearing 100% cloud-based technology, much of the business operations can be accessed from most anywhere in the world. 2016-2021 Also known as “the messy middle” was a blur due to the long hours that were put in to put the systems in place, creating processes, best practices, and just doing the daily operations. 2017 Brought in the partnership with Benjamin Moore products including paint which paired well with the Hunter Douglas Window treatments that Rice’s also sells. During these “messy middle” years on July 16th (also Brad and Kerry’s Birthday) 2018 Rebecca Mather joined the Rice’s Family and soon became the General Manager. Rebecca has been intentionally working on herself and growing into an exceptional leader who cares. The year 2020 rolled in and there was the circumstance of COVID. The thought of not knowing if Rice’s was “essential” or “not essential” and covid itself caused them to put unnecessary stress on themselves. This stress combined with near zero sleep caused by their thoughts of covid put them on a different trajectory and molded them into the organization they are today. The year 2021 brought in the award of Rice’s receiving the Small Business of the Year which can be credited to the amazing Rice’s team, friends, clients, and vendors. One team member in particular, Bob Lenz, has worked with the Rice’s organization at some capacity since around 1992. 30+ years later Bob continues to grow sales with Rice’s More Than Floors. Bob’s future is bright as he has started the practice of our core values. Also, in 2018 Rice’s moved forward with a showroom and warehouse showroom expansion, Rice’s is now operating from a fantastic 13,000 square foot facility. The period of 2015-2023 has seen interior and exterior improvements, internal process improvements, organizational health focus, zero liability goal, self-sufficiency approach, heavily embraced technological advancements while intentionally building a culture focused on internal personal growth. What a wild ride it may have felt like for the past employees and our current team members. Brad and Kerry started the brand refresh from Rice’s Capitol Carpet LLC to Rice’s More Than Floors LLC. In 2023 after many years of struggle to see then, to put into words, their values they now know that the vision will create itself because these values are in place. This has led to the successes you will experience at Rice’s and the successes that will come from future misses as they practice their core purpose, niche, and values. With Brad’s courage in “believing to see” and wisdom, the vision will be created. Now... one might ask themselves what arrow will the target draw in next that will add to the Rice’s More Than Floors rich 55-year experience? Maybe you are the arrow? If you feel it in your bones that you are the next arrow then text,....... “I am the Arrow!” to 715-305-0858, along with your favorite quote and your first and last name and we will start the process.