About Us

George R. Pierce came to Montana in 1913. He sold patented medicine on the road while traveling in a Ford Model "T," often using a compass for direction. He was married in Butte in 1916 to Margaret, moving to Billings that year. Over the next 12 years, he held various jobs ranging from a parts man for North West Auto, a Hupmobile dealer, a Chevrolet salesman for Goan Motor Company, to the Nash salesman for Rich Motor Company.

In 1924, George R. decided to sell used cars for himself, renting the west half of a building located in Billings at North 30th Street and Montana Avenue. He always said he did not handle used cars, only "Experienced Automobiles." Later he rebuilt wrecked automobiles. It was not unusual to see a Chevrolet chassis with an Essex body, or vice versa.

George Pierce was a master organizer and salesman. However, a man once remarked to him, "Your place is so dirty. How can you get people to stand still long enough to sell them anything?" Thinking quickly, George replied, "The joint is dirty, but we are sociable." This became a new phrase in his advertising, along with his myth of a dog named "Gum Shoe." Over the years, he had many men and boys employed, and he oftentimes provided them meals and a roof over their heads during tough times. George always said, "No one works for me, they work with me."

In 1939, George became the distributor for Willy's Jeep in eastern Montana and northern Wyoming. About this time, he also started in the flooring business with linoleum. Used cars, used parts, automobile repair, and what little linoleum was available carried on the show through World War II. After the war, his sons, John, Frank, and George L. Pierce, came home from the Army and joined the business.

In 1965, Kaiser Industry canceled all Willy's distributorships. By this time, business expansion warranted the entire downtown store at North 30th and Montana for the flooring business, with all auto-related activities located at the 5th and St. John's location.

Ownership was about to change as well. George R. Pierce passed away in 1958 from a heart attack. Ten years later, in April of 1968, John and George L. Pierce purchased Frank's share of the businesses. Following the passing of John Pierce in 1971, George L. Pierce's family became the sole owner.

During this time, Pierce Flooring expanded its operations by establishing a retail store in Bozeman in 1967, located at the corner of 6th and East Mendenhall. As its business grew, a new store was constructed in 1971 at 544 East Mendenhall, across the street. The next phase of Pierce Flooring's expansion was in Billings. In 1972, the Pierces purchased a building, originally a bowling alley located at 2032 Grand Avenue, and opened the Carpet Barn, a "discount" retail store.