"To be the leader in our industry through our tradition of honesty and fairness to customers, employees and business partners."
"Treat every customer in a manner that they will do business with us for the rest of their lives."
Built on hard work, honesty, trust, and taking extreme care of customers, suppliers, and employees.
1924-1958
George R. Pierce, Founder
George R. Pierce initiated the business in 1924 by selling used automobiles. He established operations in a rented space at 30th and Montana Avenue in Billings, Montana. Rather than calling them "used cars," Pierce famously referred to his inventory as "Experienced Automobiles."
The business became known for its welcoming atmosphere despite modest conditions—when questioned about cleanliness, Pierce replied: "The joint is dirty, but we are sociable." His management philosophy emphasized partnership: "No one works for me, they work with me."
During the Great Depression and World War II, Pierce diversified into automobile parts, repair services, and linoleum sales. He was known for supporting employees during hardship, often providing meals and shelter.
1939: Pierce became the distributor for Willys Jeep in Eastern Montana and Northern Wyoming, expanding the company's reach significantly.
George R. Pierce died of a heart attack in 1958, leaving the business to his sons.
1945-1958
Following World War II, George's three sons—John, Frank, and George—returned from military service and joined the family enterprise. The business expanded to include carpet alongside linoleum.
Operations split across locations: automobiles on one side of the building, flooring products on the other.
1965-1990s
Pierce through the years
When Kaiser Industries canceled Willys distributorships in 1965, the company pivoted to emphasize its flooring division. John and George L. Pierce acquired Frank's share in April 1968.
Retail store at 6th and East Mendenhall
Discount retail operation
Established in former Safeway building
19,800 sq. ft. facility near I-90
Operations on former dairy property
Former grocery store location
New main store
Second Bozeman location
Additional retail store
John Pierce died in 1971; George L. Pierce passed away from cancer in 1993.
2002-Present
Ron Pierce became sole owner of Geo. R. Pierce Inc. In 2002, he relocated Pierce Homes, RVs, and Leasing to a comprehensive facility on 27 acres near the Shiloh I-90 interchange in Billings.
The current Pierce operation encompasses seven flooring stores, the Pierce Homes and RV Supercenter, and the Great Falls RV Center. The company employs over 170 people and continues to operate on principles of hard work, honesty, trust, and community engagement.
Pierce operates as a substantial Montana family business employing over 170 people across multiple divisions throughout Montana.
Throughout Montana serving residential and commercial customers
27-acre facility in Billings with complete RV sales and service
Full-service RV dealership serving North-Central Montana
Expert RV technicians and comprehensive parts inventory
Boat winterization, service, and storage in Billings
Secure outdoor storage available at select locations
From RVs to flooring, leasing to parts - discover all the ways Pierce serves Montana families and businesses.
Premium flooring solutions for your home or business
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