Frequently Asked Questions

I have never bought flooring before. How does the process work?
Most clients start by visiting our showroom to see our selection of flooring in person. However, if it is more comfortable or convenient for you, you could also email us the details of your project at: Your email will forwarded to one of our professional project managers who will reach out to you to start the conversation. If you decide to visit us in person, one of our friendly project managers will greet you and discuss your project with you. If you find a floor that interests you, we recommend borrowing the sample and viewing it in the area it will be installed in. If at that point you decide it is “the one”, you can contact your project manager for a quote. Here the process varies, depending on who will be installing the floor. If you are planning to have one of our professional installers complete the installation, your project manager would make an appointment to come to your jobsite to inspect and measure the area. Within a few days you would receive a detailed quote, with a line-by-line breakdown, of the cost to supply and install the floor. If however you would like to install the flooring yourself, or you already have an installer you would like to work with, that is fine! If this is the case, it is up to you (or your installer) to provide us with the square footage of material you would like to purchase. At that point we would put together a quote to just supply the flooring material (and any accessories, if needed) to you. Once you decide you would like to proceed with your quote a contract will need to be signed and a deposit taken. We have arranged it so that both steps can be done from the comfort of your home (or smartphone). Once completed, the flooring will be ordered and an installation date scheduled (if applicable).
How much does a hardwood floor cost?
This is a very difficult question to answer. As with most consumer items, hardwood floors vary in cost substantially. In the Lower Mainland, you can find hardwood floors sold anywhere from $3 to $30 (and above) per square foot. What a range! We understand that it can be very difficult for the average consumer to navigate all the products available within this price spread. But be assured, together as a team of long-term flooring specialists we have done all the research for you and only offer hardwood flooring brands that can demonstrate that their products: emit very low levels of chemical emissions; exhibit excellent manufacturing techniques; are warranted by a credible organization; and represent superior value for our clients. We offer floors that meet these four criteria in the luxury segment, the entry-level segment and everything in between. Our experience has taught us however that hardwood floors offered at the very bottom of the price range fail to meet our standards in one or more areas. As such, we do not carry those particular products in our showroom.
What is sub-floor levelling and how much does it cost?
Every hard-surface floor (any flooring-type other than carpet) requires the sub-floor it is installed on to be flat (not necessarily "level"). Exactly how flat varies slightly depending on the product to be used, but the general rule is that a deviation of no more than 3/16" over a 10' span is allowed. Meeting this requirement is necessary to guarantee the long-term performance of the floor and in order to maintain both the manufacturer's warranty and our Installation Workmanship Guarantee. Most every project we undertake requires sub-floor levelling of some kind, unless it had been previously completed by a professional company. The primary means of levelling a sub-floor is the use of a fluid, light-weight cement product called self-levelling compound. Sometimes the use of grinding or planing is also utilized. We are often asked how much money sub-floor levelling will cost. Unfortunately this is difficult to estimate on any given project, unless the sub-floor is bare, completely visible and can be assessed fully by the installer. What we do find is that most projects end up with an additional $1.00-$4.00 per square foot in levelling costs, and as such we ask clients to keep this amount in reserve while they plan their flooring project with us.
I already have my own installer; can I just buy the flooring from you?
Absolutely. Supplying high-quality materials to clients who have their own contractor/installer or who wish to install it themselves makes up a fairly large part of our business. We can also supply you with any accessories you may need to complete the installation
Can you install the products you sell?
Yes. Ethical Flooring has a tight-knit team of carefully-selected installation contractors to call on. In fact, the quality of our installers is one of the things we like to boast about the most! In order to maintain our high quality-standard, we do not use installation companies and we only contract with installers who are themselves working on your job site every day.