About | Howdyshell Flooring

The HFI Difference

Howdyshell Flooring, Inc. (HFI) was created to offer customers in the Central Virginia market an alternative to the flooring superstores. Instead, we offer a unique combination of professionalism, expertise, customer-focus, and values that results in an outstanding company you can trust.

Hands-On Ownership

Each day at HFI, Howdy and Steve oversee the crew members who install and refinish your flooring. This process ensures that every step of each project is done right: from the initial quote to the first board installed to the post-job follow-up. We aim to meet if not exceed our customers’ expectations. HFI prides itself on providing solid craftsmanship and high-quality customer service.

Leadership Team

**Steven Howdyshell** (Howdy) is the President of Howdyshell Flooring, which he started back in 2002. Howdy oversees all aspects of production. He is originally from Harrisonburg, Virginia. Howdy has 31 years of experience with sanding and installing floors and is Bona certified. He attended Virginia Commonwealth University where he earned a Bachelor of Arts Degree. Howdy says you should choose Howdyshell flooring because it’s a family-owned business that believes every job is a showroom for HFI and their customers.

**Steve Iddings** is the Vice President of Howdyshell Flooring. He completes all the sales, estimates, selections, and scheduling on the office side of production. Steve is from Chesterfield, VA. He has worked at HFI for 15 years. He has a Bachelor of Science in Engineering from Virginia Tech. Steve believes you should choose Howdyshell Flooring because we are focused on customer satisfaction. We are large enough to handle most all flooring projects but small enough to give each client the attention and focus they need.

**Cathy Howdyshell** is the Vice President, Treasurer, and Corporate Secretary for HFI. She has the responsibility for oversight of the financial and back-office administration. Cathy is from Chesterfield, VA. She received her Bachelor’s in Business Administration from James Madison University and her Masters of Business Administration from Virginia Commonwealth University. She and Howdy started the family business in 2002. Cathy believes you should choose HFI because our focus has always been on high quality and top-notch customer service.

Administrative Team

Anne (right):
Anne Porter is an office manager at Howdyshell Flooring. She handles the daily traffic of customers in the office along with the monthly billing, fleet and business vehicle management, subcontractors’ credentials, sales invoices, and scheduling appointments. Anne grew up in Fairport, New York, and moved to Chesterfield County in 1979. She worked at the Federal Reserve Bank of Richmond for 26 years in the Planning and customer support departments along with others. She holds an undergraduate degree in Business from State University of New York at Brockport and an MBA from VCU. Anne believes you should choose Howdyshell Flooring because it is family-owned and operated. The hands-on daily interaction of management and crew ensures each job gets the attention it deserves. HFI is truly a step above our competition!

Dale (left):
Dale Ferrara is an office manager at Howdyshell Flooring. She handles the daily traffic of customers in the office as well, along with the monthly billing, creates and processes purchase orders, sales receipts, and scheduling appointments. Dale grew up in San Diego, California, and moved to Richmond in 1977. She had her own direct sales business for 18 years before working at HFI. Dale believes you should choose Howdyshell Flooring because it is family-owned and operated and holds a strong reputation around the area!

Madison Howdyshell is the Marketing Coordinator at Howdyshell Flooring. She has oversight of all social media platforms and is responsible for all things marketing related. Madison graduated from Christopher Newport University and has her degrees in Marketing and Management. Madison believes that you should choose Howdyshell Flooring because we are reliable, professional, and always aiming to please and serve our customers to the best of our abilities.

Production Team

Pictured from back left to right: Christopher Clarke, David Bailey Jr., Brett Howdyshell, Steve Jencik, Jim Young, Marc Laubach and David (Chop) Andrews
Picture in front left to right: Carey Ashford and Jacob Cottrill
Not pictured: Wray Lindsey and Dee Bailey