Heidi & her mother with a gift from a client. Submitted photo.
In the hills and small towns of rural Franklin County, Maine, women are quietly shaping our local economy with determination, creativity, and deep roots in this place we call home. As a woman and small business owner myself, I have come to respect what it takes to balance both – no matter where your roots are. These women have turned passion, skill, and necessity into thriving businesses in our communities. Their ingenuity and moxie remind me on a daily basis that we don’t need big-city resources to build something meaningful. That’s why I have created this series: to shine a light on these remarkable women, share their woven journeys, and pass along their hard-earned words of wisdom. I hope these stories will spark courage and ideas for other women across Franklin County who dream of starting their own businesses and are looking for that gentle push to follow their dreams.
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For more than two decades, Regional Flooring America owner Heidi Sage has been helping Franklin County residents transform their houses into homes, building a business rooted in customer relationships, quality craftsmanship, and community trust. Since purchasing the Farmington flooring store in 2007, she has grown the locally owned business while weathering economic downturns, changing markets, and the unique challenges of operating in rural Maine.
Originally from Presque Isle, Heidi entered the flooring industry at just 18 years old before relocating to Augusta and eventually Farmington when her employer acquired the local showroom. In her mid-20s, she seized the opportunity to purchase the business with the support of her parents, who became partners and brought their own flooring industry experience.
In the interview below, Heidi reflects on entrepreneurship, the rewards of serving repeat customers, and the values that have guided her success over the past 21 years.
Northland Flooring Kitchen & Bath. Submitted photo.
Please, tell me a little bit about your background. Are you from Maine?
I am from Northern Maine. I was born in a town called Presque Isle. I moved to Central Maine when I was 10 years old. At 18 years old, I started at Port City Flooring in Portland, Maine. In 2003, I made a move to Augusta to work for a company called HT Winter Co. In January of 2005, HT Winter Co. bought Durrell’s Carpet at 413 Wilton Road in Farmington, Maine, so my showroom was moved from Riverside Dr in Augusta to Farmington.
In 2007, HT Winters Co. gave me the opportunity to buy the Farmington location. I was young, only in my mid 20’s, so my parents stepped in and became my partners. They had owned a flooring store in Presque Isle for a few years, so they had a bit of experience in the flooring industry.
When did you open your Regional Flooring Franchise?
Flooring America is actually not a franchise; it is a Co-op buying group made up of individual owners that come together and pool their resources to be more competitive in the flooring market. We are under an umbrella co-op called CCA Global Partners, which buys more flooring than Lowe’s and Home Depot put together, so we have a lot of bargaining power with the manufacturers
Northland Flooring Kitchen & Bath samples. Submitted photo.
Have you always been in the building/intertior design world?
Yes, since I was 18. When I was 16- 17 years old, I worked for American Greetings, MBNA America, and ICT.
What are the most rewarding aspects of starting your business here in Franklin County? Looking back on your journey, what key strategies, decisions, or support systems have been most instrumental to your success so far?
I love my customers!! Working with them to create a space they love to come home to is amazing! I have been in business in Farmington now for 21 years, and having a repeat customer come through my door (I have many) is one of the greatest compliments I could get! Especially when you meet someone in the store, and they say, “My flooring still looks great!” That is what we strive for: customer satisfaction and longevity because it is a costly investment!
One of the best decisions we made was to join the Flooring America Co-op buying group. They have kept us ahead of the competition with technology, and they give us a competitive edge in the market.
Who is your primary clientele?
Mostly Residential customers. I have some property management, commercial clients, and builders as well; however, my business does not thrive off of one certain clientele. I have a good mix, which has seen me through some serious downturns like 2008.
What are some of the biggest challenges you’ve faced running a small business in rural Maine, and how have those shaped the way you operate?
Taxes are very high for small business owners in Maine, but I would say the biggest challenges are the winter months, and the expense of shipping this far north is higher, especially for heavy materials.
Northland Flooring Kitchen & Bath samples. Submitted photo.
What advice would you give to aspiring female entrepreneurs who are considering starting a small, from-home business in rural Maine?
I would advise other women to make sure they know the industry they are going into, do research, and make sure you have a good bookeeper/accountant that can help you navigate the financial end as well as good mentors in the business to lean on and glean from.
Whatever you do, do it well and put people ahead of profit; the profit will always follow if you treat people fairly and deliver a good product and service. We all make mistakes, but if you do, make it right. It may cost you up front, but it will reap great rewards over time!
How do you hope your story encourages local readers to support and celebrate women-owned businesses in our community?
I feel that the Franklin County and Farmington community as a whole supports any small business owners no matter their sex or race. It is a very supportive community, and I am happy to be a part of it.
