“I was born to have a small business,” said Mark Bienenfeld.

“When your father comes home every night and talks about the successes and failures of owning his own business, it’s a logical extension to do the same.”  

Bienenfeld is the third generation of his family to work in the flooring industry.  

His father, Medill Bienenfeld, was a well-known businessman in the Los Angeles area for years.

“He was one of the most respected men in all of L.A.,” said Bienenfeld. “When you hear that, it makes you really want to continue. It’s not just a business.”

While his father made a name for himself down south, Bienenfeld struck out on his own, opening Prema Floors in Napa.  

The business, named after his daughter’s spiritual name, is celebrating its 30th year anniversary.

To Bienenfeld, his father’s memory continues to influence him.

“He’s the one who gave me the guidelines and parameters. Every day I ask, ‘What would my father have done?’”

His answer? “Give them what they want,” said Bienenfeld. And that’s what he has set out to do.

Prema Floors offers a range of pre-finished and unfinished wood floors and the newer laminate faux-wood flooring products. With his own production facility in south Napa, near the airport, “We have the capability of making things that are unique,” said Bienenfeld. “Our production facility allows us to do (what) most other companies don’t,” including custom flooring orders and stairs.   

In his 30 years of business, Bienenfeld has noticed the trend towards pre-finished floors and laminate flooring.  

These days floors that have a hand scraped look are in.

“People want something that looks aged with ridges and grooves,” he said. “Darker colors are popular, much more so than in previous years.” So-called “character plank,” with knots and wider planks is often requested.

But, “there’s no perfect product. All have advantages and disadvantages,” said Bienenfeld.  

Customers may not realize that hardwood isn’t that much more expensive than laminates, he said. The cost for a 500-square-foot laminate floor would run about $3,000 to $3,500, said Bienenfeld. For hardwood the same space would run $4,000 to $5,000. “Not a tremendous difference. For $500 or $1,000 more, they can have something that’s forever.”

Bienenfeld admitted while he’s glad to give the customer what they want, he’s partial to the traditional hardwood floors. “I’d rather sell the steak than the sizzle,” he said. “I want people to say, ‘This guy, he’s solid. If you cut him in half there’d be hardwood.’” At the same time, he can see the attraction of the more trendy finishes.  

So it’s the end result that motivates Bienenfeld. At the start of a job, a floor is old or worn. “When we leave, it’s beautiful and clean,” he said. “It’s something to feel good about. It makes people happy.”

Prema Floors

461 Technology Way, Napa

257-2536