THREE GENERATIONS OF FLOORING EXCELLENCE IN SAN FRANCISCO
From a semi-truck full of carpet to San Francisco's premier commercial flooring contractor. This is the story of the Cohen family.
We're sharing this history because it explains how we operate today: as a family business that answers its own phones, stocks its own materials locally, and has spent over four decades building relationships with San Francisco property managers, general contractors, and facilities teams rather than chasing one-off jobs.
THE ORIGIN STORY — 1981
Understanding where a contractor comes from tells you a lot about how they'll treat your project. Here's how Peacock Floors got its start.
In 1981, Elsie Ray Cohen found herself at a crossroads. After 37 years of marriage, she was suddenly single. Her only asset? A semi-truck full of carpet.
Her son Martin was flying home from touring Europe as a guitarist. The plan was simple: spend one year together selling the carpet, then figure out what's next.
That one year became 45.
What started as a mother-son survival plan became San Francisco's most trusted commercial flooring company. Elsie brought the business acumen; Martin brought the relationships. Together, they built something that would outlast them both.
WHY "PEACOCK"?
Elsie loved Brazilian art and always dreamed of opening a gallery. She was drawn to peacocks for their colors, their vivaciousness, their spirit. The peacock represented everything she believed in: standing out, being bold, never blending in.
To this day, peacock knickknacks can be found throughout our 16,000 sq ft warehouse — a reminder of the woman who started it all.
THREE GENERATIONS
Continuity matters when you're choosing a flooring contractor for a long-term relationship. Each generation of the Cohen family has carried forward the same commitment to direct communication and reliable work, so the company you call today is the same company that will be there for future projects.
Elsie Ray Cohen
Founder (1981)
"A shrewd businesswoman with empathy and kindness as her foundation."
Martin Cohen
President (1981–2025)
"He didn't sell flooring — he sold himself. 45 years of building relationships."
Daniella Cohen-Devine
President & CEO (2025–Present)
"I want to be remembered as the change maker. Started sweeping floors at age 4."
OUR SF WAREHOUSE
In 2006, we purchased our 16,000 sq ft warehouse from City College of San Francisco. Today, it's 100% paid off.
Why does this matter? Because when you need flooring fast, we don't have to wait on shipments from across the country. Your materials are 15 minutes away, not three weeks.
We own our marketplace. That's stability. That's speed. That's Peacock.
Sq Ft Warehouse
1960 Carroll Avenue, Bayview District
OUR FIVE PILLARS
These principles guide how we scope, staff, and communicate on every project, whether it's a small tenant improvement or a multi-building institutional contract.
Integrity
We do what we say. Every time.
Education
We teach our clients so they can make informed decisions.
Excellence
Good enough isn't. We aim for exceptional.
Consistency
Same quality, same service, every single project.
Family
We treat every client like family — because that's who we are.
WORK WITH OUR FAMILY
Three generations of expertise. One commitment to excellence. Let's start your project.
If you'd like to talk through your building's flooring needs, request a free estimate and our team will follow up to schedule a walk-through.
Schedule a Walk-Through