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. In 1975, 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, Rice’s is transitioning our name to “Rice's More Than Floors” and slowly dropping the “Capitol Carpet” portion of the name. Visit our store once and you will know Rice’s is so much more than carpet.

On December 31st, 2015, Brad and Kerry Lenz purchased Rice’s from Brad's parents David and Kathy Lenz. Fast forward to 2022. What you see today would not have been possible without Brad and Kerry's friends and family. Brad and Kerry were blessed to have the following humans helping them: Ryan & Heather Grissman, Eugene & Beatrice Erikson, David & Kathy Lenz, and Chuck & Marie Kaufman. Kerry and Brad are forever grateful these humans were here, especially for their three children, Vivian, Cashton & Mia, as Brad and Kerry poured their time into Rice’s.

Since 2015, Rice’s main focus has been culture building and technology upgrades. Rice’s is fortunate to operate out of the 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 through our core values of Grace, Greatness, Giggle, Generosity, Growth.

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

You will not be disappointed when you visit and experience the vibe of our team and showroom in Marshfield. 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. In 2017, Rice’s brought in the Benjamin Moore family of products. From design concept to providing 3D drawings, all the way through installation, the Rice’s team is here to guide you in selecting the correct products that will exceed your expectations.

“Come see us today or set up an appointment with our EPIC team. We are fortunate to have an amazing customer base that has supported us for 54+ years. Forever grateful.” -Brad & Kerry Lenz

P.S.: If you know any history or have old pictures of Rice’s, 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

Core values of Rice’s

  • Grace
  • Growth
  • Greatness
  • Giggle
  • Generosity

Awards & associations

National Tile Contractors Association

Our showroom has it all


You'll want to see it for yourself

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