Braintree Rug
944 Washington St, Braintree, MA 02184
Braintree Rug, a cornerstone of the Braintree community, has been a trusted name in flooring since 1967. Founded by Claire’s father and her husband Bob, the business has grown from its humble beginnings to become a local staple known for its wide range of flooring options and exceptional customer service.
Rooted in Braintree
Back in 1967 Braintree Rug opened in a small location in Braintree Square, where Giovanna’s currently resides. Shortly after in 1970, they moved the business to its current, distinctive location at the corner, previously home to Richardi’s Cleaners. Since then, Braintree Rug has been serving the community from this spot, continuously evolving to meet the needs of both residential and commercial clients.
Today, their son Tom manages the day-to-day operations, making Braintree Rug a true family business. With over 56 years of marriage and nearly as many years working together, Bob and Claire’s partnership is a testament to their shared commitment to each other, the business and community.
Beyond Rugs: A Wide Range of Flooring Options
While the name might suggest a focus on rugs, Braintree Rug offers much more. From runners and linoleum to tile, wood, vinyl, and even rubber flooring, they provide a comprehensive selection to suit any need. Currently, the most popular choice among customers is Luxury Vinyl Plank (LVP) due to its affordability, durability, and easy maintenance.
“We started with only residential projects in 1967, but over the years, we expanded into the commercial space,” says Bob.
“Now, commercial jobs make up the majority of our business, but we still love working on residential projects, especially when it comes to color matching, layout, and design.”
In addition to their diverse flooring offerings, Braintree Rug specializes in custom rugs and interior design services. “Linda, our interior designer, is amazing,” Bob adds. “She can guide customers through the entire process, even helping to match designs with favorite pieces from their homes.”
What sets Braintree Rug apart in the flooring industry? According to Claire, it’s simple: “Service and a personal touch. Treat people
the way you want to be treated.”
This philosophy has earned them a loyal customer base and a reputation for excellence.
Braintree Rug is not only known for its quality products and services but also for its commitment to the community. The business actively supports local organizations, including the Special Olympics, Braintree school fundraisers, the Braintree Day parade, and local churches.
“We’ve always felt fortunate to be part of such a great town,” Claire shares. “The people here have been incredibly supportive, and we love giving back whenever we can.”
Like any small business, Braintree Rug faces its challenges. “Getting good help is hard these days,” Bob admits. “But when we do find good people, they tend to stay with us for a long time.” The company prides itself on its loyal team of 12 employees, including Mike Andrews, who started as an installer in 1986 and is now the residential sales and estimating manager.
Having been in the same location for over 50 years, Bob and Claire have plenty of experience with BELD.
“We’ve always received great service from BELD and never have to worry about the power going out,” Bob says. “It’s one less thing to worry about as a small business owner.”
Reflecting on their years at Braintree Rug, Bob and Claire are most proud of the relationships they’ve built. “One of the greatest things about being in this business is meeting all the wonderful people over the years and being able to serve them,” Claire says. “We also take pride in providing good jobs to good people.”
“One of the greatest things about being in this business is meeting all the wonderful people over the years and being able to serve them,”
As for what they’ve learned about themselves as business owners, Bob notes, “We’ve learned that with determination and effort, we can handle whatever comes our way. It’s about putting your mind to it and persevering.”
Looking ahead, the Watts family is focused on continuing their legacy.
“Our goal is to keep the business going and watch it flourish with our son Tom at the helm,” says Claire.
For Bob and Claire Watts, Braintree Rug is more than just a business—it’s a lifelong passion that has brought them closer together and allowed them to serve their community for decades. And with their son Tom now leading the charge, the future looks bright for this beloved local institution.
Story and photos by BELD Marketing unless otherwise noted.
