About Us

Get to know your Raleigh, NC & Pinehurst, NC area flooring experts

Flooring design professionals in the Raleigh, NC & Pinehurst, NC area - Carolina In Home Flooring

Our history

After 20 years of flooring installation experience working for others and himself, our owner expanded into sales and service in 2010 with the introduction of Carolina In Home Flooring to the greater Raleigh area. A full-service company focused primarily on residential flooring, Carolina In Home Flooring’s business model promotes the convenience of an upscale mobile showroom sales experience where flooring samples are brought to customers’ homes to coordinate with their existing furniture and colors. Representing the largest and smaller flooring manufacturers, our experienced sales consultants help customize our customers’ selections based on their home design and lifestyles. All projects are installed with our dedicated installation crews, and come with our limited lifetime installation warranty, limited product manufacturer warranties, an available damage protection plan should accidents happen, attractive financing options and exceptional customer service. Initially, our business was built through online marketing and valuing relationships. Due to our success, a world-wide retailer selected Carolina In Home Flooring to be its exclusive flooring provider and installer for its members in the greater Raleigh area. We are thankful for the trust this retailer and thousands of homeowners have placed in us over the years and look forward to meeting the needs of thousands more.

Our Vision/Mission/Values

“The difference is knowing what you want and what the end is supposed to look like.”
— Legendary Coach Vince Lombardi

Coach Lombardi was driven with the end result always in mind. He was determined to get the most out of each of his players and coaches, and he accepted nothing less than a personal commitment and total sacrifice of one’s personal desires for the greater good of the team. Perfection was the goal of all effort put forth, and Lombardi knew his team’s achievements would reflect the combined efforts of each individual. To that end, the Green Bay Packers were no different than other kinds of organizations, where the results can only be as good as each individual’s efforts. True teamwork harnesses the strengths of everyone, producing an outcome not possible any other way.

Our Vision

At Carolina In Home Flooring, we focus on being the preferred residential flooring sales and installation company where quality is embedded in all we do. From sales to installation, we professionally sell and install the right products at reasonable prices and commit to exceptional customer service standards.

Our Mission

We ensure a simplified, value-added in-home buying experience, utilizing knowledgeable, committed and hard-working professional sales consultants whose purpose is to meet our customers’ needs through proper alignment of appropriate products at fair prices. We support this buying experience with responsive sales support staff and a dedicated team of professional installers who pride themselves on the quality of their work, one job at a time.

Our Values

In every interaction, we work hard and strive to be personable, prompt, efficient, thorough, grateful, honest and respectful as we compete with integrity for our customers’ business.
Learn more about the flooring professionals in the Raleigh, NC & Pinehurst, NC area - Carolina In Home Flooring

Why choose us?

Like most anything we purchase today, choices exist. When purchasing flooring products, manufacturers want you to choose theirs, and there are plenty of retailers, including big-box stores, ready to sell to you without a personalized experience.

At Carolina In Home Flooring, our goals are to assure your complete satisfaction with price, product selection, installation and customer service and to earn your repeat business, favorable reviews and referrals. We’ll do this with our:

  • Owner-operated, supportive, collaborative and compassionate team
  • Sales consultants’ professional knowledge and experience
  • Exclusive installers’ adherence to our personalized service standards and recommended industry installation guidelines
  • Efficient shop at home, mobile showroom buying process
  • Use of innovative technologies
  • Commitment to forming relationships built on integrity, honesty, transparency and trust
  • Culture of appreciation where we deeply value the contributions of all team members
  • Same day financing options (subject to approved credit)
  • Limited manufacturer product warranties, limited lifetime installation warranty and an available accidental damage protection plan

See why the Raleigh, NC & Pinehurst, NC area has trusted us with their flooring since 2010

About us

Sales visit



Meet Our team

Mike Nelson

Mike Nelson

Owner/sales & installation manager

Originally from Wisconsin, Mike moved to Raleigh in 1998 to start a new residential flooring installation business (and to gain access to better year-around "golf" weather!). A decade earlier, Mike began working in the flooring industry, and focused his attention on learning all about residential flooring and how to properly install it.

Today, along with his wife Kelly and their dogs Barney and Jetta, Mike maintains a healthy life balance between working in the company alongside the sales and installation teams and enjoying hobbies like golf, fitness and general handiwork. Mike is very motivated in all he does, values family, hard work, honesty and having fun!

Fun facts about Mike:
  • Something he would do free: Teach golf to the youth who are beginning to play
  • His secret talent: Home renovation
  • Favorite quote: " Winners never quite and quitters never win", Vince Lombardi
  • Greatest accomplishment in life: Winning the World Speed Golf Championship (over age 50 division)
  • Favorite flooring product: All Coretec products
Jim Deignan

Jim Deignan

Business operations partner

Jim has assisted and advised the business on general operations and strategy since its initial days in Raleigh. Jim and Mike have a high level of trust in and respect for each other’s strengths based on their backgrounds. Jim’s primary responsibilities include marketing, legal, budgeting, finance, payroll, insurance and contracts.

Fun facts about Jim:
  • Jim and Mike are cousins and life-long friends
  • Jim has 3 adult children who are each pursuing ways to make a difference in the world
  • Favorite "hobby": Coaching high school football and softball
  • He enjoys cooking and credits his late mom for this
  • Greatest passion in life: To positively and eternally impact others
David Richter

David Richter

Sales consultant

David has sold residential flooring in both CA and now NC since 2017. He enjoys using his extensive product knowledge to help people transform their homes with flooring upgrades. David says he works for Carolina In Home Flooring because of the great values and work ethics of those he works with.

Some fun facts about David:
  • Loves spending time with his wife and son
  • Has two dogs (Koda (German Shepherd) and Calvin (Terrier))
  • Favorite sport: Football
  • Favorite food: Nachos
  • Favorite flooring product: LVP
David Redd

David Redd

Sales consultant

David is a North Carolina native and proud graduate of Appalachian State University. Using his managerial and customer service skills, David’s focus in sales is to ensure our customers experience a high level of care and attention put into each project we sell and install. David believes in and supports our company values and has a strong personal belief in finishing what you start and being known by the fruit of your labor. His upbringing instilled strong family values in him, thus he makes sure he balances the time spent working and at home with his wife and son.

Fun facts about David:
  • Carolina Panthers, Appalachian State football and Duke basketball fan
  • Greatest accomplishment: Adopting his son
  • Hobbies: Watching sports, enjoying the outdoors, spending time with family, doing "projects" around the house, playing piano and acoustic guitar
  • Favorite movie: The Gentleman
  • Passionate about a good cup of coffee
Herman Chavez

Herman Chavez

Project manager

Herman has worked in the flooring installation business for the past 25 years, and in 2019 began selling residential flooring with us while continuing to operate his own installation business. Herman’s extensive knowledge about flooring products and the installation process helps him build positive relations with our customers. According to Herman, "CIHF is more than just a business and a workplace. We make a great team, and we support and help each other so that we can do our best for our customers."

In his project manager role, Herman handles material ordering, shipments and inventory, communicates with all customers to schedule installations and ensures all installations have been done to our customers’ satisfaction.

Fun facts about Herman:
  • Loves spending time with his family
  • Favorite hobby: Fly fishing
  • Favorite sport: boxing (he once competed as a "golden gloves" amateur boxer)
  • Greatest accomplishment: Becoming and being a father
  • Favorite flooring product: Coretec LVP
Amanda Belgrave

Amanda Belgrave

Sales assistant/lead coordinator

Amanda was born and raised in New Hampshire and has spent the last ten years residing in Denver, Colorado. In mid-2021, Amanda moved to the Raleigh-Durham area with her husband and two dogs to be closer to family. Amanda’s extensive operational work experience in the restaurant industry will serve us extremely well as she uses her strong organizational, efficiency, and people skills to initiate and develop relationships with our customer base while streamlining sales lead processes whenever possible.

Fun Facts about Amanda:
  • Lover of Craft Beer and is excited to explore a new beer scene!
  • Was a hiking guide in Colorado and is looking forward to hiking back East.
  • In her spare time, you can find her refinishing furniture, cooking, out for a run, or sitting on her back porch reading.
  • An avid fan of music and has been to a ridiculous number of concerts.

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