About Rice’s


Get to know your Marshfield, WI area flooring experts

Flooring design professionals in the Marshfield, WI area - Rice’s

Marshfield Family-owned & operated

In 1968 you may have known Rice's as Capitol Furniture & Appliance, or Capitol Furniture & Carpet (when the store removed appliances and carpet was brought in). In 1975, with new owners on board the organization changed names again to what is known as Rice's Capitol Carpet. In 1982 David (Bruno) and Kathy Lenz purchased Rice's and paved the way to propel Rice's as the leader in the industry. Currently in 2022-2023 we are transitioning our name to Rice's and slowly dropping the “Capitol Carpet” portion of the name (if you've ever met any of our team members or visited our store, you know Rice's is so much more than carpet).

On December 31st, 2015 Brad and Kerry Lenz purchased Rice's from Brad's parents Dave and Kathy Lenz. From 2016-2019 Ryan and Heather Grissman, Eugene and Beatrice Erickson, and Brad and Kerry's parents were instrumental in helping, along with Brad and Kerry's three children, Vivian, Cashton, and Mia; without them and our family helping we could not have taken Rice's to the level it is today.

Since 2015 Rice's has invested heavily into the business and currently is blessed to operate out of a 13,000/s.f. facility in Marshfield. With a team of approximately 18 full and part-time employees plus our amazing subcontracting crews, Rice's is very proud of our niche: exceeding expectations and providing solutions with integrity and our core values of Grace, Greatness, Giggle, Generosity and Growth.

The Rice's team is ready to help with your next project!

You will not be disappointed when you visit our showroom in Marshfield and see all our team has to offer. We have over 500 rolls and remnants of carpet & vinyl in stock and we offer the area's largest selection of waterproof flooring along with hardwood and tile. Rice's doesn't stop at just floors, we also sell and install Hunter-Douglas window treatments . Additionally in 2017 Rice's brought in the Benjamin Moore family of products. From design concept to providing 3D drawings and all the way through installation, the Rice's team is here to help you select the correct products that will exceed your expectations.

“Come see us today or set up an appointment with our design team. We greatly appreciate you supporting our family's business. Rice's will be here for the next generations 50 years from now.” -Brad & Kerry Lenz

P.S.: If you know any history, old pictures of Rice's in action or old locations, we would LOVE to see them. Please stop in with the Rice's history or email this history to
Learn more about the flooring professionals in the Marshfield, WI area - Rice’s

Why should you choose us?

  • We live and shop here too
  • Keep your money local
  • Family-owned
  • We support our local charities/needs
  • We serve only the finest customers

Awards & associations

National Tile Contractors Association

Our showroom has it all


You'll want to see it for yourself

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