A 30-year Orange County design-build firm for homes, medical offices, retail spaces, and investment properties.
US Floor Design Center has been designing and building in Orange County for three decades. The experienced crews, the supplier relationships, and the design center are all intact, and the systems around them have been rebuilt from scratch. Today the same team takes on residential and commercial projects across South Orange County.
What was here before we arrived
The original US Floor, Kitchen and Bath opened in Rancho Santa Margarita in the early 1990s and operated out of the same showroom at Arroyo Crossroads for thirty years. The owner, Mr. Hedayati, built it the way most successful small businesses are built: good crews, strong word of mouth, supplier relationships that took years to develop, and real knowledge of how to run a construction job.
The business had one significant gap. Every quote, every invoice, every job order was on paper. There was no CRM, no digital record of 30 years of customers, no online presence worth mentioning, and no way to measure where business was coming from. The operation was strong. The infrastructure around it was not.
The sales team and installation crews stayed. The relationships stayed. We added the systems.
What we built before we walked in
We built the order-management platform the business runs on. One entry creates the invoice, the work order, the installer's daily order, and the vendor purchase order. Thirty years of paper invoices are now a searchable customer database.
We rebuilt the website as an actual lead channel and product catalog, not a placeholder. We added structured inventory, quote tracking, and a sales process the team can follow consistently.
None of this changed the trade. The same crews do the same work. What changed is that the business can now track, measure, and improve.
Who runs the business
Parham Shariat
Parham spent four-plus years as a senior project manager at Millennium Tile and Marble, where he managed installation projects across Southern California, before joining US Floor. Before that, between 2003 and 2012, he was involved in purchasing and renovating residential properties for sale - which is how he came to understand what a remodel actually costs, what takes time, and where things go wrong.
He is also a systems builder. He built the order-management and e-commerce platform that runs this business. He has 20-plus years of executive and engineering experience, including managing mission-critical systems for a major healthcare network.
He is a published author of five books, including a book on generative engine optimization - the discipline of making businesses visible in AI-generated search results. He holds AI certifications from the Wharton School.
Shirin Salamat
Shirin is an attorney with 22 years of legal experience. She has been a member of the Iran Central Bar Association since 2004 and has represented multinational companies including Procter and Gamble and Werner throughout her career.
At US Floor, she is responsible for vendor agreements, supplier negotiations, and the legal and contractual framework that protects the business and its customers. She also has a strong network across Orange County that contributes to the business's referral base.
Design and build under one roof
Most construction problems start with handoffs - between the designer who specified something and the contractor who has to build it, between the person who sold the job and the crew that shows up on site. When design and construction are managed separately, each side blames the other when something does not fit.
We handle the full scope. Material selection, design drawings, permits, demolition, construction, installation, and final inspection happen through one team with one point of contact. If something changes mid-project - because it always does - there is no gap between who knew and who did the work.
Our installation crews are experienced tradespeople, not day-rate subcontractors found online. The supplier relationships we work with have been developed over 30 years. That is not easy to replicate quickly, and it shows in the quality of the work.
Come to the showroom
The showroom is the right place to start. You can see every material at full scale, compare options side by side, and talk through a project with someone who has actually done it. Walk-ins are welcome. If you want dedicated time with a designer, book an appointment.
Get in touch
Designers, contractors, architects, and property managers can apply for trade pricing and a dedicated point of contact through our trade program.
Apply for trade access