Sat & Sun By Appointment Only
Get to know us first so we can get to know you.
Rooted in the community. Guided by integrity. Focused on people.
Rice’s More Than Floors is proud to be a family-owned and led business serving Marshfield and the surrounding communities for decades. You can find our current phone number found in advertisements archived from as far back as 1956 when it was VanHandel’s Appliance+ center.
Then in 1968, when Earl and Darleene Giese sat at their dining room table flipping through a dictionary and landed on the word “Capitol,” inspiring the name Capitol Furniture & Appliance. The business evolved through the years, eventually becoming Capitol Furniture & Carpet.
In the 1970s, Jim Rice took over and renamed it Rice's Capitol Carpet. Then in 1982, Dave and Kathy Lenz purchased the business, carrying the name forward through both challenging and rewarding times. In 2001, they relocated to our current location—just before major road construction and just months before 9/11. Despite the obstacles, they expanded by adding a warehouse that same year and later weathered the 2008 housing crash thanks to their financial foresight and resilience.
In 2014, Dave was diagnosed with cancer and showed the same grit in his recovery that he did in business. With the support of family, friends, and the Rice’s team, he came out on the other side of treatment even stronger. On December 31, 2015, Dave and Kathy sold the business to their son Brad and his wife Kerry, officially retiring while remaining part of the Rice’s story. Dave—affectionately known as “Bruno”—still visits daily, sharing wisdom and always hunting down the best deals.
On January 1, 2016, Brad and Kerry merged their installation business with Rice’s Capitol Carpet, bringing together skilled craftsmen and a dedicated sales team. Brad, a 16 year flooring installer starting in 1998, brought his hands-on industry experience and a passion for problem solving while redefining excellence.
In 2017, we introduced Benjamin Moore paints and expanded our offerings with Hunter Douglas window treatments. In 2019, a brand refresh spark led us to the name we proudly use today—Rice’s More Than Floors—reflecting our expanded offerings and unwavering commitment to excellence.
We faced 2020 and the uncertainty of COVID with sleepless nights and tough questions, but it ultimately shaped our resilience and refocused our purpose. In 2021, we were honored to be named Small Business of the Year, a recognition we credit to our hardworking team and great clients.
Today, Rice’s More Than Floors operates from a 13,000 sq. ft. showroom and warehouse based in Marshfield WI. From 2015 to today, we've invested in technology, organizational health, leadership development, and team culture grounded by our cores. As we move through 2025, our focus remains on strengthening our team—especially our installers, while building systems that support long-term vision of greatness.
Grace. Growth. Greatness. Giggle. Generosity.
Our niche? Exceeding expectations and providing today’s solutions with integrity.
We’re always looking to connect with the right people to join our team. If you are focused, disciplined and goal driven and have that knowing that you need to be a part of something bigger then move to action now…
”The Arrow doesn’t seek the Target the Target draws the Arrow”. ~ Matthew McConaughey
If you cannot find the answer to your question in our FAQs, you can always contact us. We will answer you shortly!
In addition to personal preference on the look and feel of your floor, there are many factors to take into account. Every space may have different requirements for functionality. For example, things like underlay, wear, heat and waterproof requirements, and transitions to other flooring are just some of the things that are important in choosing the right floor for you. Our experts are happy to guide you in understanding and recommending the best way forward. Give us a call today!
Selecting the right floor can feel overwhelming with so many options and considerations. Our staff are experts on this subject and always excited to help you get started on this journey!
From carpet to hardwood, engineered flooring, and more, there are many options to choose from. The decision should consider the function of the space, as well as the look you want, and we are here to guide you through the process of choosing the right floor for your space. Call us today so that we can help!
Excellent service, knowledgeable sales people and great installers. Carpeting, paint and window coverings. Not all window coverings installed yet.
Beverly K.
★★★★★
This is our second experience with Rice's in the past 9 months and both were excellent. We felt no pressure from the staff and they accommodated our wants and needs. The installation of the carpets were done efficiently and professionally. We highly recommend Rice's More Than Floors!
Dennis K.
Angie and the staff were wonderful to work with. From picking out paint colors to matching the carpet, Angie helped me update my entire main floor. Very refreshing. Timeframe from carpet decision to install was less than 3 weeks. Thank you, Rice’s.
Suzanne G.
We went there looking for some carpet for a small area and Brad was very helpful, enthusiastic, and made shopping exciting. Brad understood what we wanted and were looking for and found us exactly what we were looking for. Their knowledge and friendliness was exactly what we all should look for when shopping for any home project and best of all they stand behind their products. When they say floors and more I believe it take a look at their showroom it is amazing and so is Rice's. Highly recommend Brad and his team. Thanks Brad for all your help getting me what we wanted.
Derek C.
Judy B.
Extremely friendly service obliging to customer requirements to deliver a smooth trouble free installation. Marlee did an awesome job being the single point of contact for the job. Highly recommend.
Lilantha W.
Bob is very helpful, patient and courteous! He offered a number of options and his suggestions based on experience. The installers did a great job! Great experience all around!
Margaret H.
We had our bathroom finished by Rice's. Angie was super helpful while we were deciding on tile and Jeff brought our bathroom to a whole new level. Beautiful workmanship and professional interaction. We have used Rice's for flooring, special order stair covering, window treatments and our fabulous master shower. Highly recommend!
Mary M.
Absolutely love this place! You are treated like more than just a customer! Love my new carpet! Thanks, Marlee!!
Mark V.
We had such a great experience finding our flooring! The staff was super knowledgeable and very helpful in directing us to the right styles! I would definitely recommend this for anyone that is looking for flooring. We will be returning for our future flooring needs!!! Thanks to everyone!!
Kelly E.
Very knowledgeable. They were on time. They delivered on what they said they would and were willing to answer any questions with a smile and no attitude.
Kirk Z.
No obligations — let’s discuss your project and see how we can help!
Let one of our experts help you find the perfect floor!
Marshfield - 1313 West Veterans Parkway
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
There was an error submitting your request. Please try again.
Thank you! We'll be in touch shortly.
