You’ve probably heard the rumors. Maybe you even saw the "Store Closing" signs plastered across the windows of various flooring shops last year and figured the LL Flooring East Brunswick location was a goner. Honestly, it was a close call. For a few tense weeks in late 2024, it looked like the entire company—the brand formerly known as Lumber Liquidators—was going to vanish into the retail graveyard.
But things changed. Fast.
If you’re driving down Route 18 today, you’ll notice the lights are still on at 2 Claire Rd. It turns out the East Brunswick spot was one of the lucky ones. Out of more than 400 stores nationwide, about 219 were pulled back from the brink when the company’s original founder, Tom Sullivan, swooped in with F9 Investments to buy the brand back. It’s a bit of a "back to basics" story that local homeowners should probably understand before they head out to buy a pallet of white oak.
The Chaos Behind LL Flooring East Brunswick
What actually happened? Basically, the company filed for Chapter 11 bankruptcy in August 2024. They were drowning in debt and struggling with a massive drop in home improvement spending. At one point, the CEO even sent out a "heartfelt" letter saying they were liquidating everything. If you were looking for flooring in East Brunswick during that window, you likely saw deep discounts on whatever was left on the racks.
Then came the plot twist.
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Sullivan, the guy who started the business out of the back of a truck in the 90s, wasn't happy with how the corporate suits had been running things. He bought the company back. His plan? Bringing back the "yellow and black" branding and ditching the "fancy offices." For the East Brunswick store, this meant surviving the purge while neighbors in Woodbridge and Union weren't so lucky.
What You’ll Actually Find at the 2 Claire Rd Location
If you walk into the East Brunswick showroom today, it’s not exactly the same vibe as it was three years ago. The inventory is getting leaner. They aren't trying to be everything to everyone anymore. You’ve got the core stuff:
- Hardwood: Still the bread and butter. Solid and engineered oak, hickory, and maple.
- Vinyl Plank (LVP): This is what most people are actually buying because NJ basements are notorious for moisture issues.
- Laminate: Higher quality than the stuff that caused them legal trouble years ago.
- The "Cabinets To Go" Connection: Because Sullivan owns both, you’re seeing more synergy between the two brands.
One thing to keep in mind: customer service has been a bit of a roller coaster. During the bankruptcy transition, some folks in Middlesex County reported delays in installation and issues with discontinued products. If you're buying today, you've got to be smart about it. Check the stock in the back of the warehouse yourself. Don't just take a "it'll be here in two days" promise at face value if you're on a tight renovation deadline.
Why East Brunswick Stayed Open While Others Closed
Location is everything. The East Brunswick corridor on Route 18 is a massive hub for home improvement. You’ve got Floor & Decor just down the street and Lowe’s right nearby. While that sounds like a nightmare for competition, it actually keeps the foot traffic high. People "shop the strip."
The new ownership realized that closing the East Brunswick store would be giving up a prime piece of the New Jersey market. The store serves a huge radius, from Old Bridge and Marlboro to North Brunswick and Edison. It’s a high-volume spot.
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Don't Fall for These Common Misconceptions
There’s a lot of old info floating around online. Here’s the reality for 2026:
Myth 1: They are still going out of business.
Nope. The liquidation was halted for the surviving 219 stores. East Brunswick is operating under the new (old) vision of F9 Investments.
Myth 2: Your old gift cards are still good.
This is a tough one. During the bankruptcy, they stopped accepting gift cards in early September 2024. If you found an old card in a drawer from 2022, you’re likely out of luck. The "new" company is a different legal entity in many ways.
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Myth 3: The quality is the same as the "60 Minutes" scandal days.
That formaldehyde drama from 2015 nearly killed the company. Since then, they’ve tightened up testing significantly. The products sold now have to meet much stricter CARB and Greenguard standards.
Navigating a Project at LL Flooring Today
If you’re planning a DIY project or hiring a contractor to hit up the East Brunswick store, go in with a plan. Honestly, the best way to use this store is to treat it like a warehouse, not a boutique.
- Check "In-Stock" levels. Don't fall in love with a sample that has to be shipped from the Virginia distribution center unless you have weeks to wait.
- Ask about the "Yellow and Black" specials. The new leadership is pushing for higher-volume, lower-margin sales to get the brand back on its feet.
- Vary your sources. If you find a floor you love at LL, go across the street and compare the wear layer (the clear top part) with what they have at the big box stores.
The East Brunswick crew is generally knowledgeable, but they’ve been through a lot of corporate turmoil lately. A little patience goes a long way. They are transitioning back to the "Lumber Liquidators" mindset—meaning they want to move wood, not just manage a polished showroom.
Real Talk on Installation
LL Flooring still offers installation services through third-party contractors. This was a major pain point during the bankruptcy. If you’re nervous, you might be better off buying the materials in East Brunswick and hiring a local independent contractor from the area. At least then you have a direct line to the person actually swinging the hammer.
If you do go with their pros, get everything in writing—especially the timeline for when the wood needs to "acclimate" to your home’s humidity. That's a step a lot of people skip, and it's why floors buckle in the New Jersey summer.
To get started on your renovation, visit the East Brunswick showroom during their standard hours (usually 8 AM to 6 PM on weekdays) to see the current inventory in person. Verify the specific SKU availability before you rent a truck or hire a crew for the weekend. Check the clearance section in the back left of the store first; that's where the best "found money" deals usually hide since the ownership change.