Inside Divine Flooring’s approach to quality, design, and service

Anyone who has taken on a major renovation project knows that stress and overwhelm are often part of the experience. From finishes to fixtures, the sheer number of choices can quickly become daunting. Flooring, in particular, is a significant investment that can completely transform a home’s look and feel. While most flooring showrooms have bright fluorescent overhead lights, thousands of choices and endless drawers of small samples, Divine Flooring is doing things differently. 

Step into the downtown sun-lit showroom and it’s immediately clear that this space was designed and built with the intention to inspire. “We want people to come in and feel delighted with their experience. We want to exceed expectations,” says Jason Hill, president of Divine Flooring. For its new Edmonton showroom, which opened in early 2026, Divine Flooring collaborated with three local interior designers (Melissa Ennis of M.E. Design, Lindsey Seth-Perreault of Boss Design, and Katie Stephenson of Stephenson House) to create small vignettes with an undeniable impact. “There are a lot of great designers in the markets that we’re in and we all have a vested interest in success,” Hill says of the partnership. Divine Flooring gave each designer a little direction and a whole lot of freedom to create a one-of-a-kind space to showcase their talent and the materials available at the showroom. 

Each vignette reflects a distinct style, with designers bringing the materials together into complete design concepts. While the displays are used as a tool to show clients what’s possible, the team also takes special care not to overwhelm visitors with too many choices. All the products at Divine Flooring are high-quality selections that have been carefully vetted by their team, but only their favourites make the floor. The rest of their large inventory is stored away, reducing visual clutter while still maintaining many options. The team intentionally uses larger sample boards than most showrooms to ensure that the beauty and variation of the material is visible. 

While inspired clients are integral to the Divine Flooring experience, that experience goes well beyond what happens in the showroom. Divine Flooring carries that commitment to high-quality products and service as they enter their clients’ homes for delivery and installation. Thoughtful details, from well-labelled, flush-stacked boxes, to an extra box of material and a small container of matching premixed grout quietly tucked under the stairs, sets their team apart. 

What began in Calgary and Edmonton has now grown to four showrooms and a significant dealer network across Canada and the USA. What hasn’t changed are the vision and values that keep this business operating with integrity and high-quality products. “We will never sacrifice quality for profit,” says Hill. “We’ve been following that philosophy for 27 years. Why would we do it any other way?”

Visit Divine Flooring at 10216 123 St NW in Edmonton, Alberta.