Case Studies

V.A.L. Floors Inc.

Where Only the Best Will Do

Flooring is one of the most – if not the most – important decisions when buying or building a new structure. By their very nature floors are subject to unavoidable abuses and need to be able to stand up to spills, furniture and all manner of human, pet and vehicle traffic on a daily basis. Buying cheap flooring may save you a few dollars during construction, but a discount floor will not last long and will look faded and scuffed well before it should.

Philip Luppino, part owner of Carlstadt, N.J.-based V.A.L. Floors Inc., says that the company offers something for every budget, from very high-end solids and exotic wood and stone to budget sensitive products such as floating floors and ceramic tile.

Artisans From Around the World

Luppino’s father, company namesake Vito A. Lupino, founded the specialty contractor in 1979, and it remains a family-owned business over 30 years later. Five Luppino siblings share equal ownership of the business: Philip, his brother Vito A. Luppino Jr., plus their sisters Linda Luppino, Lisa Cellitti and Laura Kowalski. The company markets itself to architects and design development clients and has earned a reputation for quality that has made it the largest and most-respected flooring contractor in the Tri-State area.

The professional team of installers at V.A.L. Floors has traveled as far away as Boston and Philadelphia from its base to install flooring for clients, and the company is willing to dispatch crews even further if contracted. The company has already provided supplies for projects as far away as California, where it was a vendor for the Century Towers in Los Angeles.

Luppino says that V.A.L. Floors is proudly pro-union (holding long relationships with the Tile, Marble and Terrazzo Union, the International Carpenters and NY/NJ Carpenters). The company’s skills and opportunities are augmented by membership in the American Subcontractors Association, NJSA, the Building Contractors Association, NJ/NY Tile Contractors Association, the National Wood Flooring Association, the N.Y. Floor Coverers Association Inc., the AIA, ASID, the Marble Institute of America, and the National Tile Contractors Association.

V.A.L. Floors sells the highest quality products, made out of stone, wood, ceramics and carpet/resilient materials. The company website ( outlines the benefits for customers buying a flooring system made from each of the company’s four product offerings. Some thoughts are compiled as follows:

“Ceramic can be like a prism or kaleidoscope. Ceramic tiles given the proper glaze have the power to capture and bend natural light, bringing to the surface a magical, changing beauty. Additionally, natural, matte finishes speak to a timeless elegance and ancient nobility.

“Our stone is taken from the heart of the world’s most precious quarries, V.A.L. Floors handpicks only the most exquisite specimens of stone, from granite to marble and much, much more. Classic in style, with the power to exude ancient opulence or polite luxury, stone is one of the Earth’s most revered building materials, treasured for its strength and durability.

“Hardwood has long been treasured for its effortless ability to make a space warm and welcoming without compromising on structural integrity and durability.

“Our carpet and resilient flooring options offer an extensive and diverse selection of textures and styles, marrying comfort and value to sophisticated design. Now more attractive and versatile than ever, these floor coverings – from the supreme softness of berber to the vogue of vinyl – are made to offer you the utmost in longevity and ease of maintenance.”

Showcase Projects

High-end real estate developers looking to add the final touch of pizzazz to their projects routinely find what they’re looking for at V.A.L. Floors. For example, Luppino says that the company was selected for one of the city’s most anticipated renovations. Related Properties, a NYC-based developer, transformed 440 W. 42nd Street – in the heart of Hell’s Kitchen – into a condo/hotel/apartment rental building. The 60-story, full-block tower has a hotel, 623 luxury rental units, 151 luxury-for-sale condos on the upper floors, as well as an off-Broadway theater center and street-level retail. Tishman Construction, the general contractor for the project, selected V.A.L. as a primary wood flooring/ceramic/stone contractor on the project. V.A.L. supplied all the wood flooring for the condos, supplied and installed all wood flooring in the rentals, and supplied and installed the stone and ceramic work for the three lobbies, swimming pool/spa areas and various amenities spaces.

V.A.L. Floors was also selected as one of the flooring contractors for Carnegie 57, a new 1,005-foot-tall building on 57th Street spread over 90 stories with a 210-unit Park Hyatt hotel that when completed will be the tallest residential building in the city. “The developers on the Carnegie 57 decided to go for an amazing all-stone installation in the hotel. We’re the installer for over 200,000 square feet of marble, and the project when it’s completed in 2012 will be stunning,” reveals Luppino proudly.

Operating on a foundation of professionalism, expertise, and a proud history of customer satisfaction, the Luppino family and its staff at V.A.L. Floors Inc. offer products and seamless installations that lift spirits, calm tensions, quietly transform your day, and preserve and protect the investments of clients.

Published on: March 9, 2013

regions: ,

categories: , , ,

Showcase your feature on your website with a custom “As Featured in US Builders Review” badge that links directly to your article!

Copy and paste this script into your page coding (ideally right before the closing tag) where you want to display our review banner.


Spring 2018



  • * We’ll never share your email or info with anyone.
  • This field is for validation purposes and should be left unchanged.