# Luce Brothers Floor Covering

**Trade:** Flooring · **Address:** 505 Boston Post Rd W H, Marlborough, MA 01752 · **Phone:** (508) 485-1922 · **Website:** https://www.lucebrothersfloorcovering.com/ · **Languages:** English

**Rating: 4.3/5** (medium confidence) — from 19 reviews across 5 sources.
100% of sentiment-scored reviews read net-positive. Last 6 months: 2 reviews, 0 negative.

## The honest read

Luce Brothers Floor Covering is a family-owned flooring store and installation business at 505 Boston Post Rd W in Marlborough. Its website says Keith and Steve Luce opened the company in 1995 after learning the trade from their father Earle, who began installing flooring in the 1970s; the company sells and installs hardwood, carpet, tile, vinyl, luxury vinyl, carpet tile, and laminate.

Customers describe Luce Brothers as a full-service flooring partner, from showroom guidance and samples through measuring, preparation, installation, and final details. The 19-review Google record includes carpet, luxury vinyl plank, vinyl tile, hardwood-looking flooring, stairs, backsplashes, and tile renovations; reviewers consistently mention careful craftsmanship, tidy work, helpful product guidance, clear communication, and professional installers. Specific accounts include a basement LVP project with floor leveling, vapor barrier, stairs, and old-carpet removal; tricky attic and kitchen installations; and a three-room carpet installation completed in under two weeks.

Before booking, confirm the current material, labor, and scheduling details for your project. The official site, Houzz, and BBB report different tenure figures—20, 22, and 31 years—and the Houzz profile displays license number CS-087004 without an independent registry verification. BBB reports an A+ grade but says the business is not BBB accredited. Luce Brothers is a fit for homeowners who want product selection and installation handled together, especially carpet, LVP, tile, and detailed room transitions; confirm the license status, estimate, warranty, and installer schedule directly.

**Strengths:**
- Careful installation — reviewers cite craftsmanship, tidy work, and precise fitting
- Product guidance — staff help with samples, selection, and room-specific choices
- Repeat workmanship — customers report multiple projects over many years
- Broad flooring scope — carpet, LVP, tile, hardwood, and laminate options

**Concerns:**
- Tenure discrepancies — sources report 20, 22, and 31 years
- License verification — Houzz lists CS-087004 without registry confirmation
- BBB status — A+ grade appears alongside non-accreditation

**Where sources disagree:**
- The official website says 20 years in business, Houzz says 22 years, and BBB says 31 years; BBB also says the business is not accredited while reporting an A+ grade.

## Claims & citations

Every claim below is backed by real evidence rows — uncited claims are dropped in code before publication.

- The company is family-owned and operates a Marlborough flooring store. _(confidence: high)_
  - [Official Website](https://www.lucebrothersfloorcovering.com) — “Luce Brothers Floor Covering is a family-owned and operated Marlboro flooring store that sells and installs hardwood, carpet, tile, vinyl, l…”
  - [Official Website](https://www.lucebrothersfloorcovering.com) — “Ownership (self-reported): Family-owned and operated by the Luce family.”
  - [Better Business Bureau](https://www.bbb.org/us/ma/marlborough/profile/floor-installation/luce-brothers-floor-covering-0021-92558) — “Stated ownership (Better Business Bureau): Family-owned”
- Keith and Steve Luce opened the business in 1995 after learning from their father Earle. _(confidence: high)_
  - [Official Website](https://www.lucebrothersfloorcovering.com) — “Company history (self-reported): Keith and Steve Luce opened Luce Brothers in 1995 after working with their father Earle, who began installi…”
- The company sells and installs broad flooring types including carpet, tile, hardwood, vinyl, and laminate. _(confidence: high)_
  - [Official Website](https://www.lucebrothersfloorcovering.com) — “Luce Brothers Floor Covering is a family-owned and operated Marlboro flooring store that sells and installs hardwood, carpet, tile, vinyl, l…”
  - [Better Business Bureau](https://www.bbb.org/us/ma/marlborough/profile/floor-installation/luce-brothers-floor-covering-0021-92558) — “Services offered (Better Business Bureau): floor installation, flooring materials, area rugs, carpeting, ceramic tile, laminates”
- Customers describe detailed LVP, carpet, tile, stairs, and backsplash installation. _(confidence: high)_
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChZDSUhNMG9nS0VJQ0FnTUNncjdTVVZ3EAE!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgMCgr7SUVw%7C%7C?hl=en) — “5★ Luce Bros installed vinyl tile flooring in my attic and kitchen (two separate projects). In both cases, the installers were able to work …”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChZDSUhNMG9nS0VJQ0FnSUMtb3R2bFBnEAE!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIC-otvlPg%7C%7C?hl=en) — “5★ I had a backsplash put in my kitchen recently. I am very happy with the result. Keith was wonderful to work with. He was very helpful wit…”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sCi9DQUlRQUNvZENodHljRjlvT2xSVWFXMWtiRFozU2xkdlVrdFRhbVZFTlhsUmFFRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CAIQACodChtycF9oOlRUaW1kbDZ3SldvUktTamVENXlRaEE%7C%7C?hl=en) — “5★ Luce Brothers are the absolute best!  My project was to replace basement carpeting.  At Luce Brothers I found Coretec Luxury Vinyl Plank …”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChdDSUhNMG9nS0VJQ0FnSUM5dU5iS3ZnRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIC9uNbKvgE%7C%7C?hl=en) — “5★ Great experience working with Luce Brothers.  Keith was so helpful when I was selecting carpeting for hallway and stairs.  Chris did a fa…”
- Reviews repeatedly praise craftsmanship, professionalism, and tidy installation. _(confidence: high)_
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChdDSUhNMG9nS0VJQ0FnSUMzbnY3eWtBRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIC3nv7ykAE%7C%7C?hl=en) — “5★ Just completed new LVP in my open concept home. It is gorgeous, Keith was easy to work with while picking out the right floor for us and …”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChZDSUhNMG9nS0VJQ0FnSURtdGN1RVZREAE!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIDmtcuEVQ%7C%7C?hl=en) — “5★ I've contracted Luce Brothers Floor Covering multiple times over the past decade, and each time they have exceeded my expectations. They …”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sCi9DQUlRQUNvZENodHljRjlvT205S05WcHhhbGx0UTFRMmFUbHlSR3hXT0d4TkxWRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CAIQACodChtycF9oOm9KNVpxalltQ1Q2aTlyRGxWOGxNLVE%7C%7C?hl=en) — “5★ We have had both carpet and luxury vinyl plank flooring installed by the Luce Brothers team.  Their installers do an excellent job and ar…”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChZDSUhNMG9nS0VQcVBfdHlPNmMzaEZREAE!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEPqP_tyO6c3hFQ%7C%7C?hl=en) — “5★ If you’re looking to get a new floor look no more. Luce Brothers is great. Efficient, tidy, helpful. I wasn’t easily able to get to the s…”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChdDSUhNMG9nS0VJQ0FnSUM5dU5iS3ZnRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIC9uNbKvgE%7C%7C?hl=en) — “5★ Great experience working with Luce Brothers.  Keith was so helpful when I was selecting carpeting for hallway and stairs.  Chris did a fa…”
- Reviewers praise product guidance and sample selection help. _(confidence: high)_
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChZDSUhNMG9nS0VQcVBfdHlPNmMzaEZREAE!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEPqP_tyO6c3hFQ%7C%7C?hl=en) — “5★ If you’re looking to get a new floor look no more. Luce Brothers is great. Efficient, tidy, helpful. I wasn’t easily able to get to the s…”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChZDSUhNMG9nS0VJQ0FnSUMtb3R2bFBnEAE!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIC-otvlPg%7C%7C?hl=en) — “5★ I had a backsplash put in my kitchen recently. I am very happy with the result. Keith was wonderful to work with. He was very helpful wit…”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sCi9DQUlRQUNvZENodHljRjlvT2xSVWFXMWtiRFozU2xkdlVrdFRhbVZFTlhsUmFFRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CAIQACodChtycF9oOlRUaW1kbDZ3SldvUktTamVENXlRaEE%7C%7C?hl=en) — “5★ Luce Brothers are the absolute best!  My project was to replace basement carpeting.  At Luce Brothers I found Coretec Luxury Vinyl Plank …”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChdDSUhNMG9nS0VJQ0FnSUMzbnY3eWtBRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIC3nv7ykAE%7C%7C?hl=en) — “5★ Just completed new LVP in my open concept home. It is gorgeous, Keith was easy to work with while picking out the right floor for us and …”
- Several customers report repeat work over many years. _(confidence: high)_
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChdDSUhNMG9nS0VJQ0FnSURId1ozeHdRRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIDHwZ3xwQE%7C%7C?hl=en) — “5★ We've worked with Luce Brothers multiple times over the last 10+ years and every time it has been a high-quality job that stands the test…”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChZDSUhNMG9nS0VJQ0FnSURtdGN1RVZREAE!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIDmtcuEVQ%7C%7C?hl=en) — “5★ I've contracted Luce Brothers Floor Covering multiple times over the past decade, and each time they have exceeded my expectations. They …”
- Google shows 5 stars from 33 ratings. _(confidence: high)_
  - [Google](https://www.google.com/maps/search/?api=1&query=Luce%20Brothers%20Floor%20Covering&query_place_id=ChIJ0VneGeT044kRz7jvYSod9wI) — “Google: 5★ from 33 ratings”
- Public sources report different tenure figures of 20, 22, and 31 years. _(confidence: high)_
  - [Official Website](https://www.lucebrothersfloorcovering.com) — “Self-reported 20 years in business”
  - [Better Business Bureau](https://www.bbb.org/us/ma/marlborough/profile/floor-installation/luce-brothers-floor-covering-0021-92558) — “Exact BBB profile for Luce Brothers Floor Covering at 505 Boston Post Road West, Marlborough, MA. It reports an A+ BBB rating but is not BBB…”
  - [Houzz](https://www.houzz.com/professionals/countertop/luce-brothers-floor-covering-pfvwus-pf~93347265) — “Exact Houzz profile for Luce Brothers Floor Covering in Marlborough, MA: family-owned flooring retailer and installer, self-reporting 22 yea…”
- Houzz displays license number CS-087004 without registry verification in the packet. _(confidence: medium)_
  - [Houzz](https://www.houzz.com/professionals/countertop/luce-brothers-floor-covering-pfvwus-pf~93347265) — “Licence listed on Houzz: cs-087004”
- BBB reports an A+ grade but says the business is not BBB accredited. _(confidence: high)_
  - [Better Business Bureau](https://www.bbb.org/us/ma/marlborough/profile/floor-installation/luce-brothers-floor-covering-0021-92558) — “Better Business Bureau grade: A+”
  - [Better Business Bureau](https://www.bbb.org/us/ma/marlborough/profile/floor-installation/luce-brothers-floor-covering-0021-92558) — “Exact BBB profile for Luce Brothers Floor Covering at 505 Boston Post Road West, Marlborough, MA. It reports an A+ BBB rating but is not BBB…”
- Specializes in Flooring _(confidence: high)_
  - [Official Website](https://www.lucebrothersfloorcovering.com) — “Luce Brothers Floor Covering is a family-owned and operated Marlboro flooring store that sells and installs hardwood, carpet, tile, vinyl, l…”
  - [Better Business Bureau](https://www.bbb.org/us/ma/marlborough/profile/floor-installation/luce-brothers-floor-covering-0021-92558) — “Services offered (Better Business Bureau): floor installation, flooring materials, area rugs, carpeting, ceramic tile, laminates”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sCi9DQUlRQUNvZENodHljRjlvT205S05WcHhhbGx0UTFRMmFUbHlSR3hXT0d4TkxWRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CAIQACodChtycF9oOm9KNVpxalltQ1Q2aTlyRGxWOGxNLVE%7C%7C?hl=en) — “5★ We have had both carpet and luxury vinyl plank flooring installed by the Luce Brothers team.  Their installers do an excellent job and ar…”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sCi9DQUlRQUNvZENodHljRjlvT2xSVWFXMWtiRFozU2xkdlVrdFRhbVZFTlhsUmFFRRAB!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CAIQACodChtycF9oOlRUaW1kbDZ3SldvUktTamVENXlRaEE%7C%7C?hl=en) — “5★ Luce Brothers are the absolute best!  My project was to replace basement carpeting.  At Luce Brothers I found Coretec Luxury Vinyl Plank …”
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChZDSUhNMG9nS0VJQ0FnSUNXLUl6bUJBEAE!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgICW-IzmBA%7C%7C?hl=en) — “5★ Luce Flooring just installed 3 rooms of carpet for us. I contacted Keith Luce, he came out to measure my rooms, ordered the carpet and in…”
- Also offers Specialty Services _(confidence: medium)_
  - [Google Reviews](https://www.google.com/maps/reviews/data=!4m8!14m7!1m6!2m5!1sChZDSUhNMG9nS0VJQ0FnSUMtb3R2bFBnEAE!2m1!1s0x0:0x2f71d2a61efb8cf!3m1!1s2@1:CIHM0ogKEICAgIC-otvlPg%7C%7C?hl=en) — “5★ I had a backsplash put in my kitchen recently. I am very happy with the result. Keith was wonderful to work with. He was very helpful wit…”
  - [Houzz](https://www.houzz.com/professionals/countertop/luce-brothers-floor-covering-pfvwus-pf~93347265) — “Services offered (Houzz): custom countertops, backsplash installation, countertop installation, countertop sales, quartz countertops, granit…”

## Ownership

- Identifies as family-owned — the business's own statement, not independently verified.

## License

Status: **not_found** — verified against the official MA state registry, never self-reported.
Re-check at the official registry: https://contractorhub.mass.gov/s/hic-contractor-search

## Sources

- [Google](https://www.google.com/maps/search/?api=1&query=Luce%20Brothers%20Floor%20Covering&query_place_id=ChIJ0VneGeT044kRz7jvYSod9wI): 5.0★ from 33 ratings
- [Google Reviews](https://www.google.com/maps/search/?api=1&query=Luce%20Brothers%20Floor%20Covering&query_place_id=ChIJ0VneGeT044kRz7jvYSod9wI): Listed on this source
- [Better Business Bureau](https://www.bbb.org/us/ma/marlborough/profile/floor-installation/luce-brothers-floor-covering-0021-92558): Listed on this source
- [Official Website](https://www.lucebrothersfloorcovering.com): 20 yrs in business · Self-reported profile and service details
- [Houzz](https://www.houzz.com/professionals/countertop/luce-brothers-floor-covering-pfvwus-pf~93347265): Listed on this source

## Recent reviews

- **5/5 · Google Reviews · Jane Silverman · 2026-07-14**: We have had both carpet and luxury vinyl plank flooring installed by the Luce Brothers team.  Their installers do an excellent job and are great people to have in your home.
I would not hesitate to use them again if we have the need.
- **5/5 · Google Reviews · John Delorey · 2026-06-13**: I just had them install my kitchen floor, They are very professional and polite, they installed in one day, I highly recommend hiring them.  We couldn't be happier
- **5/5 · Google Reviews · Kathy Webber · 2026-01-21**: I recently had to have my carpet replaced in my condo and I was referred to Luce Brothers. Best decision I have made in a long time. Everyone I worked with was extremely polite, helpful and knowledgeable about the process.
The installation was very seamless and Chris & Tony did a tremendous job inst…
- **5/5 · Google Reviews · Lee Turner · 2025-11-18**: Luce Brothers are the absolute best!  My project was to replace basement carpeting.  At Luce Brothers I found Coretec Luxury Vinyl Plank flooring - a hardwood-looking floor suitable for basements.  I was able to bring home samples from their store and settled on a beautiful color.  From then on, Luc…
- **5/5 · Google Reviews · Erin Gallagan · 2025-06-24**: We worked with Luce Brothers Flooring Covering on multiple tiling projects and have had an excellent experience each time. Keith and his team are professional, knowledgeable, and incredibly helpful!  We appreciate their help with design, their open communication, and their honesty.

Luce Brothers Fl…
- **5/5 · Google Reviews · Judy F · 2025-05-14**: If you’re looking to get a new floor look no more. Luce Brothers is great. Efficient, tidy, helpful. I wasn’t easily able to get to the store so they brought the samples to me to choose from. I highly recommend them!
- **5/5 · Google Reviews · Nick Akhmetov · 2025-04-04**: Working with Keith on the emergency bathroom reno made it as painless a process as it could be!
- **5/5 · Google Reviews · Diana Carroll · 2025-02-21**: Luce Bros installed vinyl tile flooring in my attic and kitchen (two separate projects). In both cases, the installers were able to work around some tricky obstacles (plumbing in the attic; a low swinging door in the kitchen) with a result looking much better than I had thought it would be. I'm impr…
- **5/5 · Google Reviews · Mike · 2025-01-24**: Put it this way I waited 2 years to find someone who could do the job the right way and the job was done the right way.
Both the plumber and the floor people coordinate well in these guys have a plumber that knows what he's doing.
Everything was done professionally and close to perfect. You won't lo…
- **5/5 · Google Reviews · diane stewart · 2024-12-08**: I could not be happier with my new flooring! I would definitely recommend Luce Brothers. From start to finish the whole team was wonderful to work with.

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Data freshness: last scanned 2026-08-24T14:13:00.042Z.
Cite as: Luce Brothers Floor Covering — Tavlee (https://tavlee.com/contractor/luce-brothers-floor-covering-marlborough)
Source: https://tavlee.com/contractor/luce-brothers-floor-covering-marlborough