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Servais Tile & Stone Inc. celebrates its 50th anniversary as a second-generation tile contractor

October 1, 2024
By Amanda Mourelatos

Second-generation tile contractor Servais Tile & Stone of Rushford, Minn., is celebrating its 50th anniversary this year. The company was originally founded in 1974 by Dennis Servais under the name Servais Tile Company in La Crosse, Wis. Servais “established many lasting relationships with local architects and general contractors that continue today,” said Troy Servais, Dennis’ son and the current head of the company.

Troy began working under his father when he was a teenager. He absorbed everything his father had to teach him and his passion bloomed. Troy respected the hard work that came from the trade and, after graduating college, he started his career in the tile industry. When Dennis retired, Troy took over and continued work in the La Crosse area, eventually renaming the company and moving it to Rushford. Today the company works on both commercial and residential projects, including remodels and new construction. Servais is experienced in working with gauged porcelain tile panels and this sets the company apart from other contractors in their area. In addition, Servais is a stone fabricator, which allows the company to customize granite, quartz and marble pieces for countertops, backsplashes and more.

The contractor has developed a solid reputation over the past 50 years and has continued to flourish due to its professional team, quality results and foundational relationships with contractors and architects in their area. One of the company’s specialties is large commercial jobs, including those in healthcare, food service and education. In addition, Servais relishes their unique residential opportunities such as fireplaces, kitchens, walk-in showers, and more.

“Servais Tile & Stone is a proud member of the National Tile Contractors Association, abiding by the most current and accurate tile installation standards and methods available,” Troy Servais said. A member for five year, Servais was introduced to NTCA by NTCA Executive Director Bart Bettiga.

NTCA’s greatest value, to Troy Servais, is the networking and educational opportunities NTCA has to offer. He is also appreciative of programs such as Emerging Leaders, “…which one of our employees participated in the first year it was offered,” he said. Troy also anticipates some of his installers will gain their Certified Tile Installer credentials in the near future.

Two of the biggest challenges for Troy are scheduling and manpower. He said, “Scheduling is a constant battle, but being upfront with contractors and customers about the timeframe for their projects is helpful. Everyone appreciates open and honest communication.” Fortunately, the Servais team is full of “incredible tile installers that have been with us for many years.” And to help fortify their team, the company is always on the lookout for additional experienced contractors to help manage their workload, especially since 2024 and 2025 are shaping up to be busy up until the first half of next year.

One of Troy’s greatest joys is the continuing relationships and compliments from customers to contractors. “Of course, seeing the quality work that our installers do is the best part,” he said.

The Servais team is proud of its trade and has taken thoughtful measures to educate the youth in their area about the tile trade and being a tradesperson in general.

“Knowing that there is going to be a continued shortage of tradesmen in our country’s future, we have gone into our area’s classrooms to expose our youth to the tile industry through classroom demonstrations and job fairs,” Troy said. “We also contribute annually to a trade scholarship at our local high school, hoping to encourage graduates to go into a trade of any kind.

“Being part of the NTCA, and attending trade conferences where we have learned so much, has made us aware of the importance of recruiting for our industry for the long-term,” Servais concluded.

From the Fillmore County Journal January 31, 2022, article by by Wanda Hanson.

Troy and Jennifer Servais remodeled their offices and showroom in February in an effort to improve the flow of business at Servais Tile and Stone, Rushford. Of course, they did all the finishing work themselves. The result? A gorgeous showroom that showcases the multitude of products and services offered at Servais Tile!

Servais Tile Company was originally begun by Dennis Servais (Troy’s father) in 1974. Dennis worked with local architects and contractors and had his tile display on a wall of his garage. Troy took over the company in 1999, changing its name to Servais Tile & Stone and adding granite and stone fabrication.

Troy noted that 8”square tile was the largest tile when he first began working with his father. When 12” tile came out in the 1980s, it was considered huge! Now 12” by 24” tile is standard, but Troy tends to use 24” by 48” and 18”by 36” tiles himself.

One wall of the new showroom is a display of GPTP (Glazed Porcelain Tile Panels). These panels are 5’ by 10’ which provides a smooth surface with fewer grout lines. Servais recently installed this at the La Crosse Fire Station.

Distributors contact Servais to send him to training on new products so they can ensure that they have trained installers available. Recently he was sent to Crossville, Tenn., for a session on GPTP.

Troy tries to keep ahead of the trends. He emphasized that he wants to do different “stuff”; he likes their work to stand out. Troy shared a new veneer slate tile with a resin backing that he recently got in. The slate tile can be used to wrap curved surfaces such as a column and can be back lit in an area like a bar for a unique lighting touch.

A current trend is to use Italian-made tile. While the supply chain has affected the arrival of Italian tile, some Italian companies have been starting up factories in the U.S. which has eased the effect of the supply chain.

Another popular trend is the use of ledgerstone, stacked natural stone which is used for focal walls and fireplaces. Mosaic tiles with a unique 3-D effect, and penny rounds (small round tiles the size of pennies) are other new trends. Wood-look tiles and a wide variety of unique subway tiles are also available.

Most residential jobs done by Servais Tile & Stone include kitchen countertops, backsplashes, and/or bathtub conversions to walk-in showers with no curbs. Servais enjoys doing residential jobs. He observed, “That’s where we get a chance to shine!” Commercial jobs usually have the specific tile to be used already pre-specified.

Granite, quartz, and marble are the most popular countertops. These materials provide easy cleanup; they are sanitary and don’t harbor bacteria.

Servais Tile & Stone also offers a commercial line of LVP (luxury vinyl plank) flooring as well. LVP provides a warmer feel and helps with acoustics.

The showroom is open by appointment so the Servaises can provide assistance to the customers. Troy tries to make sure that all of what they show in their showroom is readily available; he wants to avoid frustrations for the customers.

Customers are able to use a “visualizer” on the company website to see their tiles and products they are considering in their own homes. Servais Tile & Stone also has a presence on Facebook and Instagram.

The company has grown over the years; now there are a total of nine employees in addition to Troy and Jennifer. Troy commented appreciatively, “Much of our success can be attributed to the dedicated, loyal, skilled craftsmen that we have on our crew. Our employees range from apprentices to journeyman tile setters that have been with us for more than 20 years.”

Recent jobs have included hospitals, a dorm at UWL, the La Crosse YMCA, Gundersen Clinic, and the new Winona Nursery building. Jobs are usually within four hours of Rushford, but they have gone as far as Apache Junction, Arizona. They tiled KwikTrips in Duluth, Appleton, northern Wisconsin, and Mankato.

Troy calls the addition of his wife Jennifer to the business in customer service and the office the best ever. The couple enjoys the flexibility of the business, but acknowledged it can be challenging.

The biggest challenges are in scheduling; because they are dependent on other trades completing their portion of a job, there can be holdups. As a result, there are times when they need to move to a different job site to keep the employees busy.

Troy has no regrets about going into the business; however, he does advise new business owners to be conscious of the fact that the business will occupy a lot of their time; it’s a commitment. Servais is part of the Chamber of Commerce and donates to area fundraisers. Troy and Jen enjoy raising their kids and trips to Nashville; in addition, Jen enjoys shopping and Troy loves hunting.

Together Troy and Jen enthusiastically continue to try their best to keep on the cutting edge of trends in the industry; if you want a new, distinctive look to your home, make an appointment to meet with Servais Tile & Stone to look at all the options available.

We are very creative and love new challenges. One vision we had in mind for this bathroom remodel was to create a vanity made completely of Stone. Using Granite for the entire piece, we designed and assembled several sections to complete this bathroom with a custom, one-of-a-kind vanity. For anyone looking for something unique, Servais Tile & Stone can help create and deliver!