Southeastern Tile Connection of Mills River has built a solid reputation as the largest independent tile distributor in North Carolina. Founded in 1999 by Sharon Henderson and later joined by her son Mike Nichols, the company has expanded from a single showroom to multiple locations, serving a growing network of retailers, builders, and design professionals.
Over the years, Southeastern Tile Connection has expanded its offerings and adapted to industry challenges, most notably during the 2008 financial crisis. By pivoting to the remodeling market and refocusing their strategies, they emerged even stronger, proving their resilience and ability to innovate.
Check out our Q&A with Owner Mike Nichols, who shares insights into their operations, vision, and the importance of building lasting relationships.
Tell us about your business and the role you play in it.
Southeastern Tile Connection is a regional distributor of high-quality tile products based in North Carolina. We specialize in a wide variety of tile materials, styles, and designs to cater to the needs of residential and commercial clients. Our products include ceramic, porcelain, natural stone, glass, and mosaic tiles sourced from some of the most trusted manufacturers worldwide. Southeastern Tile Connection serves a network of retailers, builders, and design professionals who rely on us for premium tiles and excellent service, with our outside sales representatives providing direct support and consultation to help clients find the perfect solutions for their projects.
Our mission at Southeastern Tile Connection is to be the premier tile distributor in our region, providing exceptional product quality, service, and expertise. We are committed to supporting our clients by delivering beautiful and durable tile solutions, all while maintaining strong relationships and contributing positively to the local building community.
Southeastern Tile Connection was chartered with a vision to meet the tile needs of North Carolina’s growing residential and commercial construction market. Since our inception, we have expanded our offerings and client base significantly, working closely with retailers and builders throughout the state and providing an unmatched selection of tile products.
With a focus on quality, customer satisfaction, and industry expertise, Southeastern Tile Connection continues to be a trusted name in the North Carolina tile market.
Where did your career find its start? How did you get involved with your company?
My mom, Sharon Henderson, founded the business in 1999. After completing five years of service in the Marine Corps, I joined the company in 2000, bringing my experience and dedication to help grow what she started.
How has your company grown over the years?
Southeastern Tile Connection began as a single showroom in Wilmington, North Carolina, with a dedication to providing exceptional tile products and customer service. Over the years, our commitment to quality and relationships with our clients helped fuel substantial growth. Today, we are proud to be the largest independent tile distributor in North Carolina, with four locations and a robust distribution network serving retailers and builders throughout the Carolinas. This expansion reflects our dedication to meeting the diverse needs of our customers and our goal of making high-quality tile solutions accessible across the region.
What was the biggest hurdle you had to overcome?
In an industry full of outstanding suppliers, our greatest challenge—and ultimately our biggest success—has been distinguishing ourselves and delivering something truly extraordinary to our clients.
What’s a little-known fact or trivia about your business?
At Southeastern Tile we are huge dog lovers. We encourage our customers to bring their four-legged friends along to help make their tile selections. We always have treats and water bowls on hand.
Was there ever a time you felt like you had to completely start over?
Yes, during the 2008 financial crisis, like many other businesses, we faced significant challenges and had to adapt quickly to survive in a struggling economy. We refocused our attention on the remodeling market, understanding that new construction had slowed, but homeowners were still investing in updating their spaces. This shift required a complete reinvention of our marketing and branding strategies to align with the new economic climate and our clients’ changing needs. By adapting to these circumstances, we not only weathered the storm but emerged as a stronger, more resilient company.
How has your/your company’s idea of success transformed?
Our idea of success has evolved to focus on the success of our clients and partners. We measure our achievements by helping them bring their creative visions to life and watching their projects thrive. Their success has become the true reflection of our own.
What’s the greatest business advice you’ve been given?
The best advice I’ve received is to focus on what we do best and not worry about the competition
What is most important to you/your company now?
Our top priority is the success of our clients and employees. By focusing on strong relationships and quality support, we aim to drive growth and positive impact for everyone involved.
What do you see as your company’s legacy?
Our legacy is defined by the exceptional service and broad product offerings we have brought to our clients. We are also proud of the success we have fostered alongside our employees, suppliers, and clients, helping them thrive and grow.
What’s on the horizon?
On the horizon, we are excited to expand our services into new markets and reach a broader client base. Additionally, we look forward to introducing innovative products to continue enhancing the experience for our existing clients.
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To learn more about Southeastern Tile Connection and explore their wide range of high-quality tile products, visit their website at www.setileconnection.com.