Walk into Hicks Flooring in San Antonio, and you don't just step into a showroom; you step into a 90-year story. It's the story of families preparing for holidays, couples finally tackling a tired hallway, and homeowners restoring rooms after floods. For five generations, the Hicks family has quietly guided those stories, turning houses into homes one floor at a time with craftsmanship that feels both modern and timeless, rooted in care and connection.
Fifth-generation Operations Director Sydney Hicks laughs when asked for her job title. "I wear every hat you can think of," she says. "Whatever the day brings, that's what I do." She joined in 2023 after graduating from Texas A&M University, continuing a lineage that began in 1935 when her great-great-grandfather, Fred Hicks, opened a small goods-and-services shop. He quickly leaned into tile as San Antonio expanded, and through decades of change—from full remodels and cabinetry to today's focus on flooring—the family's foundation has stayed steady.
"The heart is family. That's always been our focus," Sydney says. Her grandfather Larry started riding in tile trucks as a boy, officially joined the payroll at 17, and bought the company in 1988, just as the savings-and-loan crisis hit. Her uncle Carlton brings a big-picture eye and decades-long relationships with customers who've grown up alongside the business. Around them are installers celebrating 40-year anniversaries, employees whose children now work here, and clients who still call decades later to hear, "We'll be right there."
Every project begins with conversation, Sydney says. When customers walk in, they meet the Hicks family face-to-face—often several of them. There's no hand-off to another department; the same people who greet you guide you through design, installation, and follow-up. "If you have a problem and call in the middle of the night, we'll come," Sydney says. “We try to make an overwhelming process feel easy and personal. Every customer becomes part of our story—and we’ll be there as long as they’ll have us.”
That care extends to what goes underfoot. Sydney is frank about the hidden cost of bargain buys. Many large retailers, she explains, sell "off-lot" or discontinued flooring that can't be matched later. At Hicks, every order is custom-made from trusted manufacturers, checked for quality before it reaches a customer's home, and backed by the Hicks Lifetime Installation Guarantee. "We have customers who got their floors 40 years ago and want us to fix something, so we send a crew," she says with a smile. "That's what family does."
The work itself reflects how people actually live. Waterproof laminate and luxury vinyl plank are popular for their wood-like beauty and resilience against pets, kids, and spills. Traditional wood flooring remains beloved among clients who appreciate its warmth and permanence. And when an older home needs restoration, Hicks brings craftsmanship to sanding, finishing, and saving what can be saved—sometimes pine floors laid generations ago—still shining beneath the dust of time.
That flexibility comes from decades of grit and faith. The company's first major storefront on Fredericksburg Road survived floods, fires, and economic downturns. Family lore tells of a nine-year-old Larry bumping along in a pickup to a tile plant across the border. Today, the Broadway location keeps the showroom and warehouse under one roof, allowing customers to meet the teams who'll be in their homes. "It feels more personal," Sydney says. "That matters to us."
Perseverance has been part of the story, too. Sydney recalls lean years when "the check for payroll showed up just in time." She credits her grandfather's faith and the family's commitment to one another. "Business is hard," she says. "But when you've got each other to lean on, and you know why you're doing it, you keep going."
That's why it remains simple: community, family, relationships. "If you'd asked me a few years ago whether my passion was flooring, I'd say ‘no,’" Sydney admits. "My passion is serving people. This business is how we love our community, take care of families, and help make the spaces where life really happens.”
As Hicks celebrates its 90th anniversary, the sixth generation has already arrived. Sydney's brother recently welcomed a baby boy. The goal is another 90 years, evolving with the Hill Country's needs but holding to the same promise: do fewer things, and do them exceptionally well, always with integrity and heart.
Asked what Fred Hicks might think of the company today, Sydney smiles. "He'd probably be surprised we're still in flooring—and that a woman's running the store. But I think he'd be proud. We're still here, still serving our city, still taking care of people."
hickscarpetonesanantonio.com | 210-496-2121 | 9901 Broadway, Ste. 109, San Antonio
“We try to make an overwhelming process feel easy and personal. Every customer becomes part of our story—and we’ll be there as long as they’ll have us.”
"My passion is serving people. This business is how we love our community, take care of families, and help make the spaces where life really happens.”