John Merola, Owner/Partner and CEO, Merola Tile Distributors of America
John Merola has been in the tile business for nearly 40 years. Born and raised in Brooklyn, N.Y., John joined his brother Kevin in a local tile store, making sample boards, working in the warehouse, and eventually selling tile and installation materials to local hardware stores. In 1988, Kevin founded Merola Sales Company Inc. from his bedroom office. John joined him in 1989. They were a small New York distributor, focused on selling adhesives, tools, and ceramic tile. Over the years, their passion and commitment to quick delivery and excellent service have helped them evolve into Merola Tile, one of the fastest-growing tile distribution companies in the U.S.
In 1999, Merola Tile experienced a breakthrough when John secured a special-order tile program with a major big-box retailer. The relationship began with unique, curated tile collections and grew steadily, thanks to outstanding customer service and timely delivery, eventually leading to a nationwide program. This success also enabled Merola Tile to expand its reach to independent retailers, setting the stage for John’s leadership growth and becoming the eventual Owner/Partner and CEO of Merola Tile Distributors of America.
What was the most significant development that helped springboard your company to national prominence?
Our opportunity to create a special-order program in 1999 was a game changer. We started in the New York area, gradually adding stores as sales and trust grew. Eventually, we launched a national program. That volume gave us the ability to expand our offerings and build strong relationships with both retailers and dealers.
Balancing national retail with independent dealers was challenging. We eventually divided the business into two divisions: my brother Kevin continued with traditional dealer channels, while I focused on the big-box program. By 2006, we had moved to New Jersey, built a staff of 15, and were generating nearly $6 million annually. When the 2007 recession hit, we had to reinvent ourselves – expanding our dealer outreach under the SomerTile brand.
You are very humble about how you built the special-order program you parlayed into a national distribution company. To what do you most attribute your success?
I’ve always loved technology. When the industry began shifting online, I embraced it. I taught myself how to code and design digital experiences, which allowed us to be among the first to sell ceramic tile successfully online. From 2010 to 2017, our sales grew from $6 million to $32 million because we weren’t afraid to innovate.
At the same time, I stayed true to what makes us unique: offering bold, distinctive products. We’ve never chased trends. Instead, we’ve introduced styles – like patterned and encaustic-look tiles in 1995, or wood planks in 1999 – years before they became industry staples.
This sounds easy but I am sure the challenges were significant. What hurdles did you have to overcome, and how did this help you to succeed in distribution to your traditional channels?
Logistics was one of our biggest challenges. Tile is heavy, fragile, and costly to ship. We invested heavily in packaging, freight expertise, and fulfillment systems to ensure our products arrived in perfect condition.
We also doubled down on unique products – mosaics, geometric shapes, penny rounds, encaustic-look patterns – styles many suppliers abandoned but we believed in. Those choices paid off, as they helped define the Merola look: distinct, creative, and timeless.
What led to your acquisition of Pan American Ceramics in California?
Online retail companies moved to a supermarket model, and it became increasingly difficult to maintain premium shelf space in stores and top page visibility on the internet. Our sales suffered in this process. I knew we had to continue to diversify our customer base and our product offerings.
California was already our top state in sales, but all our distribution was from New Jersey. To be viable on the West Coast, we needed a local presence. When the opportunity came to acquire Pan American Ceramics, it was an easy decision. Tom Carr, Owner and President, had built a culture and a team that matched our drive and commitment. We purchased their assets, hired their talented employees, and welcomed Tom Carr into our leadership team. This move positioned us to serve customers nationwide more effectively.
How does your company approach the tile contractor and installer as part of the process?
Installation is critical. If tile isn’t installed correctly, the customer suffers, and the entire trade’s reputation suffers with it. That’s why we support organizations like the Ceramic Tile Education Foundation (CTEF) and the National Tile Contractors Association (NTCA). Our goal is to give back by helping train and recruit the next generation of professional tile installers.
Bart Bettiga is the Executive Director of the National Tile Contractors Association. Bettiga is a member of the Board of Governors of Coverings, one the largest tradeshows in North America. He has over 30 years of experience in the tile and stone industry and has served as the NTCA Executive Director since 2002. He is a well known speaker and author on ceramic tile and natural stone distribution and installation. He oversees the financial operations of the NTCA, TileLetter and the Ceramic Tile Education Foundation.
