Luna rolls out red carpet with new stores

Competition just got tougher for the Empire Man.

Bellwood-based Luna Carpet, a 49-year-old family-owned flooring company, is expected to announce today plans to open four upscale retail stores in Naperville, Wheeling, Lake Zurich and Addison by October.

The stores will be smaller than the flagship Schaumburg store and will offer thousands of products, including carpet, hardwood and laminate, said Luna President Morrie DeZara, son of the late founder, Salamon DeZara. Morrie runs the business with his brother, Chief Executive Officer Steve DeZara.

"When you walk in, these stores will have the look and feel just like a Nordstrom's," said Morrie DeZara.

Luna is well known in the Chicago market for its TV and radio commercials and with in-home consultation. It will continue to offer samples, sales and measurements in-home while expanding its retail arm.

The stores also aim to teach customers about fiber, material and other aspects of the products they purchase. Name brands include Ralph Lauren, Shaw Carpeting and Tuftex. Products also will be laid out in categories, such as by pattern, style and quality.

With the additional stores, Luna plans to hire about 30 more workers. It currently has about 120 employees.

Over the next three to five years, Luna also plans to open more stores in the Midwest and elsewhere, Morrie DeZara said.

"All of our stores will have a consistent look, like when you go into a Starbucks anywhere in the country, you know you're in a Starbucks," Morrie said.