Redwood manufacturer I reinvents itself

rI-tO BETTER capitalize on redI. wood's stellar reoutation for natural beauty, Simpson Timber Co., Arcata, Ca., is remaking itself as a brand name decking manufacturer.

"We're trying to put a new image on Simpson Timber, and become more sensitive to what the marketplace needs," said project manager Dan Opalach.

The company conducted two years of intensive market research and focus group studies to determine the demands of both professional deck builders and homeowners.

The result is a new value-added product line, the Simpson Redwood Collection. Its first entry, Beveled Plus, more durable, easier-to-maintain decking to replace the Top Deck line.

"We're excited to introduce the new Simpson Redwood Collection," said Bill Scott, general sales manager for Simpson Timber. "We listened to our customers when they told us what they'd like to see in redwood lumber products and this is the result."

Beveled Plus is designed to minimize the effect moisture has on redwood decking. With a creative design, Simpson has improved on standard 2x6 dimension lumber decking while retaining the natural beauty of real redwood. Beveled Plus is designed to shed water and debris, protecting the wood against moisture. Kerfs on the back release tension to improve on air-seasoned redwood's natural stability. Being wane-free and skip-free on the surface makes it an attractive product in the lumberyard and on the deck.

Builders' initial reaction to the product has been positive. "I particularly liked the kerf on the backside of the Beveled Plus," noted Tad Ellis, Ellis Construction, Flagstaff , Az. "It takes all of the guesswork out of deciding which is the best side to put face up."

Edgell Homes, Polson, Mt., builds 30 to 40 decks per year, with about 6O7o made from redwood. David Edgell was impressed with the grade on the Beveled Plus. "Tight knots, no wane on the face make for a very nice board," he said. "I will definitely use this product again."

In addition to a range of deck accessories. the Collection will feature Beveled Heart and Beveled Premium 2x6 decking. using the same innova- tive design, with differences in the appearance characteristics of the wood. Simpson also is unveiling the California Series of redwood dimension lumber products: California Plus, California Heart and California Premium. These proprietary redwood

Two yearsofintensive market research helPed

determine the needs of both pro builders and homeowners.

grades are available 2x2 through 2xl2 and 4x4. The S4S products are seasoned for added stability and are offered in a variety of lengths.

In addition to new products, Simpson is providing special incentives for distributors and professional builders, including deck rewards and model home programs.

The company also worked with the California Redwood Association to produce a batch of colorful new advertising and point-of-purchase materials for distributors and dealers.