Spirit of ’76
The Baalmann family: Tom, Mike, Kristen, Chris and Harold
COVER STORY
B & B Lumber and the Spirit of 1976
EMERY JENSEN REPORT
26 Emery Jensen Distribution gets busy in Chicago.
PRODUCTS
30 Decking report: Insights from a design pro.
32 Decking distribution roundup.
34 Outdoor living and more.
MARKET INSIGHTS
36 The Sales Guy explains what NOT to do with happy people.
Meet B & B Lumber, the Independent ProDealer of the Year. The spirit of the independent is alive and well in Wichita, Kansas.
Wichita Lumberman: NLBMDA colleagues re ect on Harold Baalmann. 18 20 FROM THE EDITOR
8 A ‘ reside chat’ with our Top Women In Hardware & Building Supply champion.
NEWS & ANALYSIS
10 Five keys to the LOW-FBM deal.
12 Manufacturers vs. tariffs, the survey.
12 Recent activity on the News Map.
14 Following up on the grill category.
38 Seven e-commerce ndings from the Home Improvement Research Institute.
47 Recruiting trends, and challenges.
REGULATORY UPDATE
40 Call of duties, the sequel.
TOP WOMEN PROFILE SERIES
34 Certainteed’s Huda Khan raises the ag of rising stars.
IN EVERY ISSUE
6 Here’s what’s online.
14 Product knowledge.
48 People in the news.
50 Quikrete Industry Dashboard.
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Ken’s New Jersey Garage
Recent additions to the KNJG video library include the Rescue! Outdoor Fly Trap (above) and the new line of SK Professional Tools. Check out these and other HBSDealer videos at HBSDealer.com/video. And follow us at our YouTube channel @HBSDealer
HBSDealer STIHL Hardware All Stars
Fifty stores in 50 states. That’s the formula for the 15th annual STIHL Hardware All Star project. Check out the All Star issue at HBSDealer. com/digital-editions. And look for highlights of all the honorees—from Alabama to Wyoming—in the HBSDealer Daily Newsletter.
The Top 150 Industry Leaderboard
While this year’s Leaderboard re ects an industry holding steady amid business headwinds and uncertainties, year-over-year performances showed a marked improvement from last year, when nearly four out of ve companies showed sales declines. Find the Leaderboard at HBSDealer.com/report .
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From the Editor
‘Fireside Chat’ with the publisher
Back in 2024, Hardware & Building Supply Dealer
Associate Publisher Amy Grant booked this space to explain the mission and the growth of HBSDealer’s Top Women in Hardware & Building Supply Awards event (coming to Chicago Nov. 10-11).
This year, after friendly behind-thescenes negotiations, Grant is back on page 8. But this time, her insights are presented in this groundbreaking print-version of the classic “Fireside Chat.”
From the Editor: Last year on this page, you compared the record-breaking and exciting performance of Iowa Hawkeye basketball star Caitlin Clark to the record-breaking and exciting buzz over the Top Women event. What’s the story this year?
Amy Grant: Caitlin Clark (an Iowa girl like me) is still doing her thing in the WNBA, and more and more women are doing theirs in our industry. This year, we have a new name to know: Odessa Jenkins. She’s the founder of the Women’s National Football Conference, and she will be one of our keynote speakers in Chicago in November.
Ken Clark, Editor-in-Chief
From the Editor: Football. You mean soccer?
Amy Grant: No. Football. American football. American football for women, breaking glass ceilings on the gridiron. Here’s what Odessa said in a recent TV interview: ‘The idea that football isn’t for women, is as crazy as the idea that football isn’t for kids. The idea that you can quantify who a sport is for defeats the whole purpose of sports.’
That quote could be a rallying cry for trail blazers in all walks of life. We always look for great inspirational speakers and women leaders to lift our event. And Odessa will be perfect.
From the Editor: What about leaders and trail blazers in our industry?
Amy Grant: Well, that’s what it’s all about. For starters—and for the rst time since we launched the event in 2020—HBSDealer will create a Lifetime Achievement Award. A Top Women Hall of Fame, if you will. And our inaugural honoree is Gina Schaefer, the founder and force behind the A Few Cool Hardware Stores chain. Anyone who knows Gina knows that she’s de nitely hall-of-fame material. And then there’s the amazing Rising Stars and Business Excellence honorees selected from a pool of 1,000 nominees. There will be no shortage of trail blazers in Chicago.
From the Editor: Are men welcome to attend?
Amy Grant: Absolutely. We want men in the room. Everyone is welcome, and anyone who cares about the industry will be glad they came.
Find out more at HBSDTopWomen.com
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EDITORIAL ADVISORY BOARD
Levi Smith, CEO, Franklin Building Supply
Christi Powell, President and CEO of ABC Carolinas
Neal DeLowery, Store Projects and Merchandise Manager, Aubuchon Co.
Brad McDaniel, Owner, McDaniel’s Do it Center
Joe Kallen, CEO, Busy Beaver Building Centers
Tom Cost, Owner, Killingworth True Value
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Amy Grant has been leading the Top Women mission since 2020.
Build a Lasting Impression
Five keys to the FBM deal
2 Leadership
FBM’S RECENT DEALS
Under the ownership of private equity rms American Securities and CD&R, FBM made some big deals of its own in recent years:
Beacon Roo ng Supply’s interior products business (2021),
Marjam Supply (2023),
Uni ed Door & Hardware (2024), and
REW Materials (2025).
CEO Marvin Ellison said Lowe’s couldn’t be more excited about its $8.8 billion acquisition of Foundation Building Materials.
During the company’s second quarter earnings call, Ellison pointed to several attractive aspects of the deal. He described FBM as a leader in drywall, ceiling systems, and metal framing with an established presence, loyal customer base and a highly effective sales force. Here are ve highlights, as explained by the Lowe’s CEO.
1 Growth
From 2019 to 2024, FBM generated a compound annual growth rate of about 25 percent — and an EBITDA CAGR of 30 percent. It did so through a series of acquisitions, organic growth and greeneld expansions. “This impressive track record outperformed their public peers in pro distribution over this timeframe,” Ellison said.
Big box
It starts at the top with FBM CEO Ruben Mendoza, who started FBM with a single branch 14 years ago. Today, the Santa Ana, California-based company has more than 370 North American locations. The leadership team, on average, has about a decade of FBM tenure. Ellison says the group “brings a disciplined approach to execution and an extensive base of 40,000 pro customers. And like us, they focus on continuous improvement while always putting the customer rst.”
3 Strategy
“With an estimated 18 million new homes needed by 2033, we envision incorporating the products and services from each company to provide large pro customers with everything from drywall to ceiling systems, insulation to doors, as well as ooring, cabinets, and countertops,” Ellison said. Against that backdrop, FBM enhances Lowe’s pro offering, including faster ful llment for larger deliveries, stronger vendor relationships and expanded product mix, he said.
4 Technology
Ellison said FBM’s AI-driven blueprint takeoff technology is the “best I’ve ever seen.” It automatically extracts material quantities and measurements from digital construction plans.
The numbers aren’t eye-popping, but the second quarter of 2025 produced the highest comparable store sales in almost three years for Home Depot and Lowe’s.
Leaders of both companies described positive momentum in their respective nancial performances. “Customers engaged more broadly in smaller home improvement projects,” shared Home Depot CEO Ted Decker.
“Homeowners remain nancially healthy, supported by strong balance sheets, wage growth, and low unemployment,” said Lowe’s CEO Marvin Ellison.
The CEO also thinks it could be immediately plugged into every pro desk across Lowe’s 1,750 stores. Ellison is also high on the myFBM mobile app, and its real-time pricing, ordering and delivery tracking for complex orders. It works in English and Spanish.
5 Geography
The FBM deal provides Lowe’s inroads to key markets. FBM has a “dominant presence” in California (its home state), the Northeast, and key markets in the Midwest, Ellison said.
“These are areas that we have the least amount of store density,” Ellison said. “And being able to have a pro presence in these densely populated urban areas is something that Lowe’s has been trying to accomplish for a couple of decades.”
In many of these comments from the Lowe’s CEO, there are echoes of similar messaging from Home Depot CEO Ted Decker regarding Home Depot’s acquisitions of SRS Distribution and, subsequently, SRS’s acquisition of Gypsum Management and Supply.
Comp-store comparison LOW & HD (U.S. Stores)
Marvin Ellison CEO, Lowe’s
Ruben Mendoza CEO, FBM
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Manufacturers vs. tariffs, the survey
IMPACT? YES.
RESHORING? STILL WAITING.
A survey of 500 industrial-sector executives found that, despite tariff pressure, fewer than 10% of U.S. companies have reshored production.
That’s one of the “unexpected truths” revealed by the research project from Plant-Tours.Com, a maker of communication equipment. Titled “The Unexpected Truth About Tariffs,” the report steered clear of economists and lobbyists and approached those on the front lines of industry, the authors said.
Also among the ndings:
55% of manufacturing professionals say tariffs have reduced their pro t margins by 10–15%;
75% of industrial businesses are passing tariff-related cost increases directly to consumers;
45% of companies have reduced their workforce due to tariff-related cost pressures.
Though the project didn’t survey lumberyards directly, it came close. “Quite a few of the construction pros in our data work with or supply wood-based components like trusses and ooring systems,” Plant-Tours.com President Rick Farrell told HBSDealer. “A lot of them reported similar impacts: higher material costs (often tied to tariffs), delayed projects, tighter margins, and having to pass those increases on to customers.”
The survey showed 59% of construction professionals,
including many from component manufacturing — said rising product costs were their biggest unexpected challenge this year.
There is a bright side to the tariff data, too. Thirty percent of businesses saw unexpected bene ts, such as customer gains or improved supply chains. Further, 17% reported higher pro ts due to reduced import competition.
“Tariffs are only part of the economic pressure cooker,” the authors of the report concluded. “In ation, labor shortages, and delayed supply chains are often more pressing problems. And while reshoring hasn’t occurred at a meaningful scale, innovation and automation are helping some businesses weather the storm.”
Openings, closings and acquisitions
In Coatesville, Indiana, Ferguson Hardware—the Hoosier State’s oldest active family retail lumber company—celebrated the grand opening of a newly designed store.
Elsewhere on the News Map, Builders FirstSource acquired St. George Truss in St. George, Utah. And new bullets mark Lowe’s openings in Texas— Georgetown and North Fort Worth—and a third in Braselton, Georgia.
Regularly updated, the News Map draws from press releases, external media coverage, and original reporting to provide the latest industry insights.
Explore the interactive News Map at HBSDealer.com/map
Survey says fewer than 10% of companies have reshored production.
Following up: The grill aisle
The independent-channel exclusivity agreement between Weber and Ace Hardware (and its subsidiary Emery Jensen Distribution) red up distributors and many dealers who may soon face disruption in the grill aisle. But since May, when the exclusivity move was revealed, merchants at Orgill, Do it Best and True Value have taken a control-what-you-can-control approach to boost their offering. Here’s what we heard:
Product Knowledge
Product: RapidFuse Flex Gel Super Glue
Manufacturer: DAP, of Baltimore, Md.
MSRP: Sells for under $10 for a 0.7-ounce tube.
Knowledge: DAP says its new glue, which is designed for repairs that require more bend and durability than traditional adhesives, sets in just 30 seconds and fully cures in four hours.
Fun fact: DAP’s origins date to 1865, when Robert H. Dicks and Elmer Wiggim began producing sealing wax for food canning in Dayton, Ohio. The DAP moniker arose in the 1950s, shortly after the company became known as Dicks-Armstrong-Pontius, which was understandably shortened to DAP.
Jason Sto eth:
VP of merchandising at Do it Best
“We’re seeing strong movement in the Better and Best price tiers. Consumers are investing in quality. They want durability, versatility and a product that’s going to perform for years. Our dealers are responding by giving these models more oor space and pairing them with value-added accessories.
“Consumers are going to keep demanding more from their outdoor cooking experience. The category is evolving fast, and the line between grill and full cooking system is only going to get blurrier. Accessories are no longer secondary—they’re central to the purchase.”
Justin Hanford,
VP of merchandising at True Value (acquired by Do it Best late last year) :
“We already had a strong grilling program, but [new vendor partnerships with] Broil King and Napoleon take it to the next level. Both brands bring superior performance, innovation and brand credibility—but most importantly, they support the way independent dealers want to do business. No exclusivity, no mandates, just great products and great support for their customers.
“We’re seeing that customers are starting their journey online—doing research, watching videos—but they still value the in-store touchpoint, especially when it comes to high-end grills.”
Tyler Hammers, Orgill merchandise manager :
“
We’re introducing several new programs for 2026, including a new Napoleon program offering a full range of price points that will appeal to a broad range of buyers. We are also rolling out a new program from Broil King, which has been a leading brand in the category for decades. Broil King gas grills are manufactured in North America. And we are further strengthening our pellet grill category with the addition of Recteq, known for their robust stainless steel construction that makes their pellet grills ‘built like a tank.’ These additions strengthen our already strong portfolio of brands.
“Add-on sales are key to maximizing pro tability, and if dealers aren’t really focused on how to maximize the impact of these add-on sales they are missing out.”
The Napoleon Prestige PRO 665 RSIB with infrared side and rear burners.
The Recteq X-Fire Pro pellet grill.
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The Spirit of ’76
B & B LUMBER RAISES THE FLAG AS INDEPENDENT PRODEALER OF THE YEAR
Wichita, K ansas — The Spirit of ’76 is strong in this business. That’s 1976, the year the Baalmann brothers—Thomas Sr. and Harold—founded B & B Lumber here.
Back then, no fewer than 27 lumberyards and distributors served the Wichita market. Today there are fewer than five. That type of survival doesn’t happen by accident. It comes with hard work, inspiration, and recognizing opportunities when they arise.
In short: it’s the result of embracing the spirit of independence.
And as the company enters its 50th anniversary year under the second-generation leadership of Thomas Baalmann, here’s a declaration worth celebrating: B & B Lumber is pronounced the 2025 Independent ProDealer of the Year by the National Lumber & Building Material Dealers Association and Hardware & Building Supply Dealer.
THE B & B WAY
“We are extremely honored to be recognized as the 2025 Independent ProDealer of the Year,” said Baalmann. “This award refl ects the hard work and dedication of our family and team, whose passion for serving our customers and community inspires everything we do.”
With locations in Wichita and Newton, Kansas, B & B Lumber demonstrates the spirit, culture and strength of the independent in many ways. Its stated mission is to inspire customers with quality products, personal service, and design expertise.
One key to its culture is employee retention and low turnover. Not counting the newest hire in the yard, the next lowest tenured employee has 10 years under his B &B belt. Another has 20 years on the job.
“When you don’t have turnover, it’s a lot easier to get the culture right,” Baalmann says. “That’s how we establish the B & B way.”
What’s the B & B way? Think cleanliness. Think e ciency. Think organization.
“You know when you unwrap a unit of lumber and the bands come o and the stickers fall down and the wrappers are laying on the ground?” Thomas asked. “Well, there’s peer pressure out in the yard to pick it up. Keep it clean. Keep it organized.”
Cleanliness is just the beginning. Baalmann describes an obsession with accuracy in inventory management as part of the culture.
“It’s our biggest asset,” he said of the millions of dollars of building products at the yard. “We have got to take care of it. Do we damage it sometimes? No doubt. Do we miss pull sometimes? No doubt. But when that happens, we learn why it happened, and we learn from our mistakes.”
Behind the log-cabin facade—and the Baalmann family (Harold, Tom, Mike, Chris and Kristen)— the Wichita showroom places an emphasis on cabinets and quality.
B&B Lumber in Wichita has survived and thrived since 1976.
INSIDE THE OFFICE OF THE CEO
If there is one spot to observe the history, the innovation and the values of Wichita, Kansas-based B & B Lumber, it would be the center of CEO Thomas Baalmann’s of ce.
From here, one has a commanding view over the retail sales oor of B & B’s Wichita location, and the dramatic entrance to its cabinet-rich showroom.
Through the window in the other direction, one sees the school building where Baalmann spent his primary-school days when he wasn’t working at his father’s lumberyard. (“I’d dump the trash, sweep the sawdust,” he said. “I was only six years old when I started.”)
Looking left takes you into brother Chris Baalmann’s of ce, the nerve center for the Baalmann side business of Residential Storm Shelters. (Made in Kansas. By Kansans. For Tornado Alley Customers.)
And all around the of ce — hunting photos, framed certi cates of sales achievement, inspirational quotes, B&Blogo-canvas work aprons and a “Housing = Jobs” bumper sticker from the NAHB.
The decor has been collected over many years. The job experience of the B & B Lumber CEO included work at a vertically integrated ice cream company, driving a forklift for Builders Square, serving as an assistant to an airline industry entrepreneur and — importantly — entering a program to sell educational books.
“That was some of the best training I ever had,” Baalmann said of his summer of book selling. “That’s where I really learned how to sell and communicate.”
Eventually, he came back to the family business willing to prove himself. He recalls a conversation with his father, Thomas Sr., who passed away in 2017.
“In the negotiations, I said to my dad: ‘I don’t want a safety net, just give me a percentage of what I sell,’” recalls the CEO. “And he did, and I never looked back.”
Later this year, there’s a good chance the eclectic decor in the owner’s of ce will include two more notable display items: A B & B Lumber-branded bottle of Kentucky Straight Bourbon from a Maker’s Mark specialty batch to
commemorate the lumberyard’s 50th anniversary in 2026. (The batch will be shared at the ProDealer Industry Summit in Louisville.)
A mounted plaque commemorating B & B Lumber’s recognition as the 2025 Independent ProDealer of the Year.
ENGAGEMENT
“THIS AWARD REFLECTS THE HARD WORK AND DEDICATION OF OUR FAMILY AND TEAM, WHOSE PASSION FOR SERVING OUR CUSTOMERS AND COMMUNITY INSPIRES EVERYTHING WE DO.”
—Thomas Baalmann, CEO, B & B Lumber
Baalmann is a big believer that you can’t learn how to run a lumberyard in college or trade school. Experience is the best educator, along with sharing information and lessons learned from those who have been in the trenches. That attitude explains his active participation in roundtables, events, tours and industry associations.
“I believe that if you’re in this business, run it right, run it professionally,” said Baalmann. “And I wouldn’t even think of running a lumberyard without being involved with the co-op or being involved in your trade association. There’s just so much that you learn from them. And these are usually the most professional dealers. And they’re the people I would want to emulate and have in my life.”
Tom Baalmann in his Wichita of ce.
The Wichita lumberyard has expanded signi cantly since the Baalmann brothers acquired Melcher Lumber back in 1976.
B & B Lumber is active with its trade association BLD Connection (Baalmann is currently chair), the NLBMDA, and its co-op, LBM Advantage. Stepping up in leadership roles around the industry is part of the B & B way. Thomas’s uncle, Harold Baalmann, is a past chair of the National Lumber and Building Material Dealers Association (See sidebar).
Another example of B & B’s engagement is with the Wichita Area Builders Association, which Baalmann says enjoys an unusual — maybe even unique — relationship with regulators. Regular meetings with the association and building inspectors help keep fees and job-site surprises to a minimum, among other benefits of collaboration.
“Tom’s passion for elevating not just his business but the industry as a whole is not often found today,” said Cody Nuernberg, president of BLD Connection.
LBM Advantage CEO Dave DeJoy pointed to the company’s dedication to customers, the community and the industry at large. “Owner Tom Baalmann has been a strong supporter of LBM Advantage, actively serving on advisory committees, sharing best practices, and helping develop programs that drive member growth,” DeJoy said. “His insight and leadership are helping to forge the future of our co-op and the independent lumber industry.”
INDEPENDENT STRENGTH
On many products — particularly fencing and decking—Home Depot, Lowe’s and Menards are competitors. Against these national players, B & B invokes its “independent strength,” and Baalmann says he’s happy to go toe-to-toe.
“I can put a year’s supply of 2x4x8 treated on the ground when the market’s right, and I’ll never have to adjust my average cost again until I have to buy them again a year later,” he said. “They’re not gonna do that. So their costs are consistently following the market up or down, whatever it may be.”
The business also leans on the support-your-local-lumberyard movement. For example, B & B Lumber promotes its Kansas-produced Johns Manville insulation products with a “made by Kansans” banner.
“That’s the power of the independents,” he said. “We can make decisions.”
Speaking of major decisions, B & B Lumber pulled o a big one back in 2003, when it decided to branch out into Newton, Kansas, a county seat with some 35,000 people. It’s about 35 miles north of Wichita on Interstate 35. That’s where Harold and Tom Sr. bought a former Triple AAA
WICHITA LUMBERMAN: NLBMDA COLLEAGUES REFLECT ON BAALMANN
Harold Baalmann, now 78, continues to serve in an advisory role for the company he co-founded. And he continues to be involved with the American Lumber Standard Committee, which helps maintain design values in lumber products.
Harold was the chairman of the National Lumber and Building Material Dealers Association in 2007-2008. And he left a major impression on fellow board members. Here is what a few colleagues from the board have to say about him.
Scott Yates, Denver Lumber Co. in Denver, Colorado
“Harold is one tenacious gentleman. He can be funny and serious at the same time, but he always gets the job accomplished.”
Chris Yenrick, Smith Phillips Building Supply in Winston-Salem, N.C.
“One of my favorite memories of Harold was during a pivotal moment in the NLBMDA’s history, when the organization was debating whether to welcome large national chains or remain exclusive to independents. Harold advocated for inclusivity, believing there was strength in numbers. Tensions were high, but when he passed the baton to incoming Chair Paul Hylbert, Harold introduced him—humorously and memorably—as ‘that son of a bitch who runs ProBuild.’ The room erupted, and the moment cut through the anxiety, helping shift the organization toward a more uni ed and forward-looking future. Harold was right— Paul went on to be a true industry leader and eventually co-founded Kodiak Building Partners.
Harold Baalmann has always worked not just for the good of his company, but for the good of our entire industry.”
Paul Hylbert , Former ProBuild CEO, and current chairman of Kodiak Building Products
“With no lters and no nonsense, Harold was a major force for good in our industry as chairman and long-time board member of the NLBMDA. He was action-oriented and never held back a comment or opinion. He moved the organization forward when others would have had us go sideways. Big, strong, and blustery— you put yourself in peril if you got in his way. A committed and knowledgeable person with a big heart and a great sense of humor.”
During a recent tour of B & B Lumber in Wichita, Harold led a visitor through one of the buildings explaining how it expanded over the years. He re ected on his career and the growth of B & B Lumber.
“The good Lord had to be smiling on me a lot,” he said. “And I don’t know why.”
Among the collection of curiosities at the B & B Lumber of ce: An of cial Harold Baalmann bobblehead doll, commemorating his 2007-08 role as NLBMDA chairman.
lumberyard whose owners wanted to focus on their hardware store downtown.
For years it operated in a rented building, but in 2009 a Kmart on 10 acres and 100,000 square feet of retail space went up for auction. The Baalmanns jumped again, acquiring the real estate for “pennies on the dollar,” Baalmann said.
After making upgrades that included a new roof, B & B cut out about 18,000 square feet for a retail showroom, and converted the remaining 82,000 sq. ft. into a drive-through
Family ties: The Baalmann family, left to right. Tom, following in the footsteps of his father and uncle, the founders of B & B Lumber. Kristen, Harold Baalmann’s daughter-in-law, and a former accountant with Koch Industries. Mike Baalmann, a cousin of Tom and Chris. He’s outside sales manager, recruited for his ability to “just talk to anybody about anything,” says Tom. And Chris Baalmann, Tom’s younger brother. Chris brings signi cant construction experience to the ownership team.
lumberyard, all indoors, with the exception of an outdoor pen of steel products.
Asked how the two locations work together, Baalmann quipped: “Some days better than others.” He added that there exists a healthy rivalry between the locations.
Other big changes occurred in the strategic realm. For instance, under Baalmann, B & B Lumber has adjusted to embrace the higher end of the market.
AWARDS
“When I took over, we kind of changed the philosophy,” Thomas said. “We decided we don’t need to be the low-cost provider and we went after higher-end, better products.
“I would rather not be involved in a race to the bottom,” he said. “I would rather sell high-quality products with a trained sta that understands how to sell them.”
With that dedicated team in place, and five decades of experience at outperforming competitors, the CEO is confident that the “B & B way” is a winning formula.
“As long as we continue to retain good people, we’ll be successful,” he said.
The annual Independent ProDealer of the Year Award, selected by the National Lumber and Building Material Dealers Association in concert with the editors of Hardware & Building Supply Dealer, is designed to recognize a high-performance independent lumberyard (no more than ve locations) with a commitment to best practices and the best values of the lumber and building material industry.
Wichita, Kan.-based B & B Lumber will accept the 2025 Independent ProDealer of the Year award at the upcoming ProDealer Industry Summit, in Louisville, Kentucky, Oct. 8-10.
RECENT PAST HONOREES INCLUDE
Short & Paulk Supply (2024) of Georgia
Hilltop Lumber (2023) of Minnesota
Espy Lumber (2022) of South Carolina
Dakota County Lumber (2021) of Minnesota
Tom Baalmann: ProDealer Award re ects “the hard work and dedication of our family and team.”
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Retailers explain their Edge
EMERY JENSEN PANELISTS EXPOSE A ‘SECRET WEAPON.’ IT’S SERVICE.
Chicago—Four retail customers of Emery Jensen Distribution shared their testimonials during the Emery Jensen Edge event, co-located here with the fall convention of parent-company Ace Hardware.
The message was heavy on customer service—“our secret weapon” said moderator John Stevenson, EJD’s director of new business—and other areas of support.
The panelists represented a range of independent hardware and building supply dealers. Here they are, along with their stated competitive edge in the markets they serve.
BILL COAKLEY
Coakley Home & Hardware,
Two locations in upstate New York, Saranac Lake and Canton.
Competitive Edge: Finding ways to sell more product to the same people
RYAN LEWIS
Snider Flaut Lumber Co., New Lexington, Ohio.
Competitive Edge: Service and quality. Milwaukee and #1 lumber
JEFF FORD
Ford and Crew Home & Hardware, Hamilton, Texas.
Competitive Edge: Best brands, grilling experience and plumbing selection
GERROD BRASSEUX
Brasseux’s Hardware,
Two locations in Louisiana, Abbeville and Maurice.
Competitive Edge: Customer service, problem solving and cooking classes
NOTES FROM THE PRESIDENT
At one end of McCormick Place here at the Ace Hardware Fall Convention, Emery Jensen Distribution, a subsidiary of Oak Brook, Illinois-based Ace Hardware Corp., has carved out a show of its own: Edge.
While Ace dealers engaged in a soldout general session, EJD executed its own agenda. Customers were allowed an early preview of the sprawling Ace show oor, while prospects in Chicago were presented with testimonials from current EJD retail customers.
EJD President Alison Dowell shared the overarching message for the convention within a convention. “We really just shared who we are as a company and our culture,” Dowell said.
That culture, she says, combines the innovation and excitement of a start up. “We’re really only a few years old, and there’s a gritty kind of entrepreneurial sense to who we are,” Dowell said.
In another sense, the company history runs deep. Its forerunner EmeryWaterhouse was founded in 1841. Its other forerunner, Jensen Distribution, dates back to 1883. And Ace Hardware itself just celebrated its century milestone. Dowell did the math: “You could call it 400 years of heritage, if you want to add them all together.”
Dowell began her retail career on the receiving dock of a home improvement store. Since then, she has held several leadership roles in both stores and the store support centers of The Home Depot and Target Corporation.
Today, her focus is on the independent retailer. And her message is one of service, and how the distributor combines the skills of service to people and the scale of Ace Hardware and its 16 distribution centers.
The combination “is an advantage to customers regardless of their co-op af liation,” she said. “That’s what this market is all about.”
Alison Dowell
Emery Jensen Report
The four EJD customers—all with prior experience working with multiple distributors—gave their current primary distributor high marks across several categories of service. And also for nancial performance. All four pointed to increases in margin and sales volume. At the high-end, Ford pointed to sales growth of 34 percent at Ford and Crew Home & Hardware since converting to EJD, while customer count Is up 26 percent.
Other highlights (slightly edited) from the presentation are here:
ON KEYS TO THEIR BUSINESS
COAKLEY: “We have three principles that we run our stores on. One, we want to be a great place to work. Number two, we want to be a great place to shop. And, we want to be contributors to our community. And it’s all about relationships.
FORD: Our reputation is so important for us, especially being in a small town. You’re always the face of the store, and you’ve got to be involved in the community. And that’s just something that we preach over and over again. We’re going to see our customers in our store and we’re going to bump into them at church, at the grocery store or wherever. So we’re always representing the brand every day, regardless of whether the store is open or closed.
ON EMERY JENSEN
BRASSEUX: We haven’t been told to bang the Emery Jensen drum. We’re up here because we believe in Emery Jensen that much, and that’s why we’re banging the drum.
FORD: I would describe the personality of Emery Jensen as enthusiastic and supportive of their dealers. Second is their commitment to customer excellence. Emery Jensen’s commitment to customer excellence is, in my opinion, second to none. They might make a mistake here and there, but they’re going to make it right. And you don’t even have to ask them to make it right.
In the latest of the One-on-One video series, HBSDealer spoke with John Stevenson, director of new business for Emery Jensen Distribution.
“Ultimately it comes down to our skill and scale,” Stevenson told HBSDealer. “We have the best brands under one roof. We have the most distribution centers across the country. And we have the ability to scale and leverage that across the enterprise.”
Stevenson spoke with HBSDealer at the Emery Jensen Edge event, co-located with the Ace Hardware Fall Convention in Chicago.
Watch the video at HBSDealer.com/video
ON PRODUCT AND INVENTORY
BRASSEUX: For everyone here, it’s your customer service that is going to set you apart. That’s the thing that customers look for. We have the product. In fact, our product availability is unbelievable. So our customers know that we have the product, and know that we have the knowledge to put that product in their hands. We get them in and out of the store quickly, and I think that’s what customers are looking for today.
COAKLEY: People make the difference, and Emery Jensen’s got great people. We’re truly independent with Emery Jensen. We’ve got access to the best products, the best brands, the best distribution system, and you control your money. I like that.
COSTS
BRASSEUX: Knowing what your landed costs are has been a huge thing for us—especially if it’s a special order for a customer. Knowing those costs, and having our managers knowing that, has been great. I think that’s something that you get with Emery Jensen. When you look at that item in the portal, you know exactly what your landed costs are—freight and everything included. You can immediately calculate those margins without having to worry about an adder or freight or any of that kind of stuff.
STORE REMODELS
LEWIS: The initial thought was our whole store remodel was going to take about three weeks. It took two weeks and a day. To say they were organized is an understatement. And, what made me feel good was how the EJD staff went out of their way to help our customers when they were looking for items.
And there were no hiccups. It was nished early, and everything just looks great. So I don’t know if that’s just how all of the conversions are or we just got lucky, but I was very pleased with the whole conversion.
THE EDGE EVENT
FORD: One of the goals of my show experience is going to be looking for niche items that we can add to our store. The planograms and the assortments and everything that are provided are top-notch. And we just take it one step further, and we look for little things that we might nd out there that will create a niche for us.
COAKLEY: The part that I enjoy most is bringing people from the store. We brought four people here. The enthusiasm that they come with and they leave with is incredible. So they’re better employees leading up to Edge. And they’re better employees after experiencing it and going back to the store and sharing it with the other people. So it’s the enthusiasm that I enjoy that we get here.
Emery Jensen touts service as its ‘Edge’ for success.
Getting ahead of outdoor living trends
According to Fixr’s Outdoor Living Trends for 2025, homeowners are more willing to invest in their outdoor spaces than a year ago. At the same time, rising home prices and mortgage rates are leading many owners to renovate rather than move, demonstrating a shift toward focusing on function and long-term value.
But what’s selling right now and driving demand in America’s backyards?
To nd out, HBSDealer recently connected with Joe Raboine, Vice President of Design for Oldcastle APG. Below, he shares the latest trends in decking, railing and outdoor living.
STYLE, SAFETY AND NATURAL BEAUTY
Today’s customers want complete solutions that combine style, safety and long-term performance. That means decking and railing are no longer selected in isolation; they’re planned together for a cohesive, nished look. Homeowners are asking for uninterrupted sightlines, natural textures and patterns, water and planning features, and seamless transitions that blur indoors and out.
technologies and lighter palettes can reduce surface heat by 35% and shading and plantings further improve comfort. Pair open railings (for prospect) with screens, pergolas, or planting beds (for refuge) to balance openness and privacy.
Contractors and industry professionals who understand how decking, railing and landscape trends align are better positioned to meet client expectations, simplify installs and grow their business. From heat-resistant composite boards and realistic woodgrain textures to low-maintenance aluminum railings in ontrend colors, today’s products offer more exibility and stronger design appeal than ever. Materials that provide tactile, natural nishes and unobstructed views help deliver the biophilic experiences homeowners want.
Here’s what else is selling well right now—and should continue to do so.
SAFETY, IN STYLE
Railing is an essential safety component for elevated platforms, pools and changes in grade. Modern railings no longer force homeowners to choose between safety and aesthetics. Aluminum railings are durable and low maintenance; cable and glass options preserve views while meeting code. A structurally sound deck is the foundation of safety, so specify materials and installation practices that meet local codes and weather demands.
TEXTURE AND COLOR CUSTOMIZATION
Homeowners love the look of real wood, but many prefer the low maintenance of composites. Woodgrain nishes and varied textures deliver that natural aesthetic without the upkeep.
Architectural black continues to be a strong accent choice, and black aluminum railings pair well with wood-like decking for a cohesive modern look that frames the landscape. Specify nishes and in ll options that match the deck’s texture and the home’s palette to achieve a uni ed, design-forward result.
Railing systems now offer decorative infill panels and custom detailing, so the railing itself contributes to the overall aesthetic, not just safety.
DESIGN ACCENTS THAT ENHANCE THE SPACE
Pergolas, decorative screens, built-in planters and integrated lighting help de ne outdoor rooms and add layers of refuge and comfort. Railing systems now offer decorative in ll panels and custom detailing, so the railing itself contributes to the overall aesthetic, not just safety. Consider using railing as a purposeful design element that ties into screens, pergolas, and landscape features for a polished, intentional outcome.
Surface heat is another common concern, particularly for families and pet owners. Some “cool” composite decking
Today’s decking and railing products are designed to work as a system. When contractors and dealers approach these elements as part of a master plan, particularly one that considers biophilic experiences, the result is smarter builds, smoother installations and nished spaces that deliver on beauty, function and lasting value.
Capturing timely outdoor living trends can boost the bottom line.
Decking
Decking distribution roundup
It’s been a busy couple months for decking suppliers, with distribution deals and partnerships expanding product availability across North America. Below, get the latest strategic moves in the battle for market share of this lucrative category.
MAXIMO ACCOYA
GMX Group is expanding the Maximo brand from tropical hardwoods and thermally modi ed wood to now include Maximo Accoya.
This partnership with Accsys aims to broaden Maximo brand’s portfolio to include advanced acetylated wood products with Maximo Accoya.
The product is available in three tones. Maximo Accoya’s Slate Grey is a pre-infused, UV-stable tone offering long-lasting visual consistency with no need for recoating. The IpeBrown color is a proprietary tone developed by Maximo to offer a rich, natural appearance with easy care. The Natural color, meanwhile, features a clean, rough-sawn yellow tone.
IWP EXPANDS IN UTAH
International Wood Products, LLC (IWP) is opening a new distribution center in Salt Lake City, Utah, as an expansion of its relationship with Trex Company, Inc.
As part of this move, IWP will exclusively stock Trex Decking and Railing, and it will service Utah and Southern Idaho from its new location. IWP will continue to service the Idaho panhandle and Western Montana with its full product line, including Trex, from Post Falls, Idaho. With this addition, IWP will stock and sell Trex at all six of its distribution facilities in the Western United States.
SNAVELY, WEYERHAEUSER FORGE ALLIANCE
Snavely Forest Products recently announced a new partnership with Weyerhaeuser. As part of the deal, Snavely will stock and distribute Trus Joist branded products—including TJI joists, TimberStrand LSL rim board, Microllam LVL, and Parallam PSL—through Snavely’s distribution centers in Westminster, Md., Liberty, N.C., and Pittsburgh, Pa.
Clark Spitzer, President of Snavely Forest Products: “This partnership creates an excellent opportunity for both companies to grow our engineered wood volumes and better serve the Mid-Atlantic region with high-performance building solutions.”
ENVISION EXPANDS DISTRIBUTION IN CANADA
Envision Outdoor Living Products is expanding its product availability in Canada with its newest distributor, Royal Building Solutions.
Royal Building Solutions will distribute Envision’s capped composite decking through its 16 locations in Quebec, Ontario, Nova Scotia, Newfoundland, Manitoba, and Alberta. Brad West, Director for Royal Building Solutions: “Envision is an excellent extension of our lineup, and we’re con dent the decking’s combination of authentic looks and durability will resonate with builders, remodelers, and homeowners across Canada.”
and lumberyards across the US
Outdoor living and more
HBSDealer is always on the forefront of nding new products that can help you boost sales and nd new customers.
For this issue’s product roundup, we present new items designed to be of use around the backyard.
To keep up to date with the latest products on the market, subscribe to HBSDealer’s daily newsletter, featuring our Product Central.
Westlake Royal releases ‘haint blue’ beadboard
Westlake Royal Building Products has launched Haint Blue, a new color for its 6” Reversible Beadboard/V-Groove Pro le, part of the Royal Trim & Mouldings line. Inspired by the century-old Southern tradition of painting porch ceilings blue, Haint Blue blends timeless charm with long-lasting performance.
Ideal for outdoor porches, ceilings and sof ts, Royal Reversible Beaded Planking is crafted from durable, low-maintenance cellular PVC. It is moisture- and insect-resistant and does not require painting or frequent upkeep.
Ninja’s smokeless outdoor heater and firepit
SharkNinja, Inc., maker of a variety of appliances like coffee machines, air fryers and blenders, has announced the launch of the Ninja Fireside360, the brand’s rst-ever all-in-one outdoor heating system and propane repit. The move marks Ninja’s expansion into the outdoor lifestyle space.
The Ninja Fireside360 delivers 80,000 BTUs of 360-degree warmth through proprietary HeatZone Technology—with smokeless warmth, zero cleanup, and zero cold spots.
New decking screws from CAMO
CAMO Fasteners’ Countersinking Deck Screw is designed to deliver clean nishes, tight holds and long-lasting performance for any exterior wood-to-wood project.
Engineered with a nibbed countersinking head for a ush, professional look and reverse upper threads for serious pull-down power, CAMO Countersinking Deck Screws drive fast and hold strong. Finished with CAMO’s proprietary PROTECH coating, they’re built to resist corrosion from the elements and the chemicals in treated lumber.
MILGARD’s AX650 Moving Glass Wall System
MILGARD’s AX650 features maximum heights up to 10 feet and max panel widths of 5 feet.
The AX650 system is available in three premium con gurations: pocket glass, stacking glass, and bifold glass doors. The bi-fold is available in up to ve panels, while the pocket and stacking con gurations support four panels for expansive openings that enhance natural light and openness in both residential and commercial spaces.
Available in four frame nishes: Bronze Anodized, Satin Anodized, Warmtone, and White, the AX650 is designed to complement a variety of architectural styles.
On Sales: Stop doing this
HERE’S A BETTER WAY TO DO BUSINESS WITH HAPPY PEOPLE.
By Brian McCauley
Here’s a sales tip I hammer home whenever I speak to building materials professionals—and I mean really hammer it home. If you forget everything else, I say, remember this: QUIT SELLING TO HAPPY PEOPLE!
I get the raised eyebrows, the skeptical looks. But hear me out. You walk into a builder or contractor’s of ce, and they are happy where they presently buy their products, happy with the people they deal with, happy with the service, happy with the products purchased, and happy with the price. Everything is working just ne.
So, where exactly do you t in?
To win that business, you’d have to be cheaper. But how much cheaper? Three percent? Five? Ten? It’s a moving target—and sometimes it doesn’t matter how low you go.
You could match their current deal to the penny, and they’ll still say no. Because they weren’t looking to change in the rst place. Sometimes, all you end up doing is giving them leverage—a price they can take back to their supplier and use to negotiate a better deal. You become the tool that helps someone else close a sale.
So, I’ll say it again: QUIT SELLING TO HAPPY PEOPLE!
Now, don’t confuse this with a lack of hustle. Sales is still a contact sport. You need to be out there—prospecting, targeting, asking questions, chasing business. But there’s a smarter way to do it. Stop the cycle of blind quoting. Stop hoping for a miracle from people who’ve already told you they’re content.
Instead, position yourself differently. Think back to Avis Car Rental’s old slogan: “We’re #2, and we try harder.” That wasn’t defeat—it was strategy. They knew if the front-runner ever stumbled, they’d be ready to step in.
That’s how you should approach happy contractors. Don’t push for a bid. Don’t chase a quote. Build a relationship that positions you as the next-best option—an at-the-ready alternative if something ever goes south with their current supplier.
Here’s how you say it: “Glad to hear you’re happy with who you work with— those long-term partnerships are good for business. I’ve got a lot of happy customers too, but I also know things change— people leave, prices jump, supply chains shift. When ‘happy’ turns into ‘frustrated,’ it helps to already have a backup you trust. I’d love to stop by a few times over the next month or so—not to bid, but to show you why companies like yours work with us. My goal isn’t to replace your supplier. It’s to earn a shot as your alternative. How’s that sound?”
Now you’re playing the long game. You’re not undercutting. You’re building trust. And when something inevitably shifts in their world, you are the one they call. Just make sure you follow through. Don’t start showing up asking for quotes again. Use your time to demonstrate what makes your company different—your service, your values, your products. Because here’s the truth: most buyers act when their current situation becomes painful and the promise of something better outweighs the cost of change. But fear of change is powerful. Your job is to be the bridge between dissatisfaction and action. Learning to master that moment—that’s where the real sales magic happens.
Happy Selling!
Brian McCauley, The Sales Guy, is director of sales training for Cornerstone Building Brands.
Seven trends in e-commerce
HIRI WENT STRAIGHT TO HOMEOWNERS FOR INSIGHTS.
By HBSDealer Staff
The Home Improvement Research Center recently published a Homeowner E-Commerce Study, which offers a trove of insights into the shopping habits (and pet peeves) of modern-day consumers.
Let’s get right to it:
1 ONLINE CHANNELS ARE USED FOR MORE THAN PURCHASING.
According to HIRI, more than half of in-store purchases involve prior online research. Odds are your foot-traf c customers already have an idea of what they’re looking for, so it’s vital for your store offerings to mirror what they saw online. As HIRI puts it:
“It’s impor tant to ensure accuracy and consistency across channels, espe cially when it comes to pricing, promotions, inventory and product data. Your team also should prioritize seamless transitions and inte grating user-friendly digital touchpoints.”
2 SOCIAL MEDIA INFLUENCE CARRIES CLOUT.
According to HIRI’s research, about a third of Gen Z and Millennial shoppers check social media for product
recommendations about 50% to 74% of the time before mak ing a purchase. And so: “This presents an oppor tunity for home improve ment brands to capture the attention of younger shoppers through strate gic adver tising and promotions on these <social media> channels. It’s also impor tant to offer a seamless transition from social media links and posts to speci c landing pages on your website.”
3
IN-PERSON VISITS STILL RULE FOR HIGHER-END PRODUCTS.
As much as e-commerce is changing the game, consumers still want to get a closer look before making a major purchase. HIRI explains:
“The cate gories with the highest level of impor tance to see in per son before mak ing a purchase include cabinets, ooring, exte rior doors, and counter tops.”
4 TRUST AND SECURITY REMAIN AN ISSUE.
There’s no shortage of new tech retailers can try, such as digital wallets, augmented reality, chatbots or per sonalized AI product recommendations, which HIRI says are the most tried and used solution among its respondents (more than half of shoppers havie experimented with this technology).
Why Homeowners Leave Carts Behind
Digital wallets, such as Apple Pay, are the most-used type of digital-purchasing method for home improve ment products, HIRI nds. But trust in newfangled tech remains a big concern.
Gen Z and Millennial shoppers express another
skepticism, conveying an opinion that AIfueled recommendations are “not per sonalized enough” to be particularly useful.
5 URGENCY DRIVES IN-STORE PURCHASES.
Online purchases express a preference for home delivery, HIRI’s research shows, with Millennials and Gen Z shoppers more likely than others groups to choose store pickup.
However, in terms of “urgent needs” and “emergency repairs,” nearly threefourths of purchases take place in the store. “For planned projects — par ticularly minor projects with fewer products — behaviors shift, with 30% of shoppers prefer ring to make purchases mostly online,” HIRI writes.
6 PRODUCT QUALITY AND SHIPPING COSTS ARE MAJOR OBSTACLES.
HIRI nds that more than a third of home owners abandon their online shopping carts due to the trifecta of: dif culty evaluating product quality, high shipping costs, and the need for same-day delivery or pickup.
Gen Z and Millennials, more so than other groups, also report having bigger concerns about their products arriving damaged. To overcome these reservations, HIRI suggests offering guaranteed next-day or two-day delivery, at rate or free shipping, and cer ti ed “no damage” packaging guarantees.
7 THE HUMAN TOUCH STILL MATTERS.
Using shiny new tech “just because” won’t win you any customers, though HIRI highlights areas where home owners view shopping journey technology in a positive light, such as product visualization and accurate tracking/ shipping details.
However digital investment should not come at the expense of genuine human connection. HIRI concludes:
“It’s impor tant to not aban don all human touch points or try to replace them with dig i tal tools. Based on our research, shop pers, par tic u lar ly from old er gen er ations, still pre fer inter acting with humans on sup port chats or through live consultations.”
Bayshore
Beauty That Fits the Build
TRADITIONAL LINES, MODERN-DAY ENGINEERING
The Heritage Series Bayshore 5 Panel interior door seamlessly blends innovative design with on-trend styles, effortlessly complementing any décor. The Bayshore features a distinctive panel profile angle that reduces dust accumulation in hardto-reach corners and minimizes paint build-up. Available in solid core, with 70% more sound-dampening material than our standard hollow core doors.
Call of Duties, the Sequel
WHAT’S THE IMPACT OF HIKED SOFTWOOD DUTIES? IT DEPENDS ON WHO YOU ASK.
By HBSDealer Staff
It’s been several months since the U.S. Commerce Department con rmed that it’s nearly tripling its anti-dumping duties on Canadian lumber imports from 7.66% to 20.56% following its annual review. The response from north of the border has been heated. The B.C. Council of Forest Industries has issued several statements saying the trade action will harm workers, families and communities across Canada, and Prime Minister Mark Carney has expressed his disappointment with the escalating trade war. (Carney also recently announced more than $1 billion in support for the Canadian forestry industry.)
In the U.S., several entities are worried about the hiked duties, too. The NAHB, which has long been opposed to extra levies on key building materials like lumber, continues to sound the alarm that new duties will raise the cost of homebuilding. In a post on the subject, it writes:
“For years, NAHB has been leading the ght against lumber tariffs because of their detrimental effect on housing affordability. In effect, the lumber tariffs act as a tax on American builders, home buyers and consumers.”
It goes on to state that the cost of building materials has already risen by 34% since December 2020, adding:
“With housing affordability already near a historic low, NAHB continues to call on the Trump administration to carefully consider how placing additional tariffs on lumber and other building materials will raise housing prices and impact housing supply. We are also urging the administration to move immediately to enter into negotiations with Canada on a new softwood lumber agreement that will provide a fair and equitable solution to all parties and eliminate tariffs altogether.”
At the other end of the spectrum, the U.S. Lumber Coalition continues to be the loudest voice in the room in favor of exerting more pressure on Canada. Andrew Miller, chairman of the coalition and owner of Stimson Lumber Co., recently shared:
“Canada’s built-for-export excess softwood lumber production capacity is huge and unsustainable, at around 8 billion board feet. And Canada’s focus on maintaining its U.S. market share at any cost is hugely detrimental the pro tability and growth of the U.S. softwood lumber industry.” Miller adds:
“Demand for housing in the United States remains weak and so does demand for lumber.
Yet Canada continues its relentless shipments of dumped and subsidized lumber to further depress demand for US lumber, with devastating consequences for mills, workers, and communities.”
What next?
According to the NAHB, the countervailing duty rate is expected to move higher shortly, with the Commerce Department scheduled to announce its nal administrative review of the countervailing order on Aug. 8. The Commerce Dept. issued a preliminary determination on countervailing duties earlier this year that would raise the countervailing duty rate to 14.38%.
President Trump also directed the Commerce Department to launch a separate investigation under Section 232 of the Trade Expansion Act to examine whether lumber imports represent a “threat to national security.” Those ndings could also result in additional levies above the combined anti-dumping and countervailing duties.
Yet another, not insigni cant wrinkle is the big “t” word on everyone’s lips. NAHB writes:
“Separately, President Trump announced a slew of new tariffs for several nations on July 31. The 10% universal tariff remains in place but roughly 40 nations that run a trade de cit with the U.S. will see their tariff rate climb to 15%. These rates will go into effect on Aug. 7.”
However, the association goes on to explain that a legal challenge could prevent the administration from moving forward with its tariff policy.
The Court of International Trade initially blocked President Trump’s tariffs before the government appealed and got the motion overturned. A panel of 11 judges for the U.S. Court of Appeals in Washington heard arguments in the case on July 30, but a nal verdict could be months away.
The downstream effects of all these trade war machinations remain to be seen, though the cross-border lumber trade has already slowed down considerably. What impact, if any, will it have on U.S. lumberyards, builders and suppliers with less Canadian lumber on hand? We may be about to nd out.
A PROUD HISTORY OF ALWAYS HAVING YOUR BACK .
On day one we started with just a truck and a commitment to be the best. When the YellaWood® brand says you can trust us to deliver, those aren’t empty words; they’re actually proven words. And words we take seriously. Which is why we’ve been striving to give our very best every day for over five decades now. We can say with confidence that the Yella Tag can deliver like no other because it’s been shown to do just that. See all the other ways the YellaWood® brand has your back. Visit yellawood.com/for-dealers
Eye on Retail
Service-oriented success
PROVEN TACTICS TO CONNECT IN THE AISLES.
By HBSDealer Staff
Exceptional customer service doesn’t just magically appear out of thin air. Like anything else, it requires training, practice and intentional instruction. A bit of motivation and inspiration won’t hurt, either.
But what’s the best place to start?
Deborah Everson, a former hardware store owner who now works to help independent retailers create exceptional customer experiences, recently shared pertinent guidance on this thorny topic. Her rst tip? “It’s more than tasks. It’s moments.”
She goes on to explain that too often in retail (and in many businesses in general), there’s a heavy focus on training employees for tasks: how to stock shelves, ring up a sale, or follow a return policy. Those are necessary, of course, but they’re just the foundation, she says.
“Customer experience lives in the moments between the tasks, in how a team member makes a customer feel seen, heard, and valued. These moments turn casual shoppers into loyal fans,” Everson says.
Ultimately, successful retailers are able to tie tasks and workplace responsibilities to a higher purpose or cause. As Everson puts it: “It’s about connecting purpose to performance, giving real-time feedback, and creating an environment that values who employees are as much as what they do.”
1
Train through modeling: Assign a mentor.
The fastest way to teach what great service looks like is to show it in action.
Rather than just showing newbies how to do stuff, workplace mentors should explain their thinking and actively share expectations for what great customer service looks like, feels like, and sounds like. They should be positive, patient, and empathetic.
What mentors can model:
How to greet customers warmly.
How to upsell naturally without being pushy.
3Celebrate
the micro-wins.
How to manage tough conversations with empathy and professionalism.
2
Build confidence through role-playing.
Most new employees don’t need more information; they need practice and encouragement.
Sample role-play scenarios:
A customer is frustrated and demands to speak to a manager.
Con dence doesn’t grow from lectures. It grows from positive reinforcement.
What to celebrate:
“You greeted that customer with such great energy!”
“You didn’t know the answer, but you found someone who could help.”
“You made great eye contact and didn’t rush the conversation.”
Tip:
Everson presents three simple but powerful ways to train your team to create exceptional customer experiences by design, not by default.
A shopper is in a rush and asks where to nd something speci c.
A child spills a drink in the aisle. How should you respond?
Someone walks in and looks unsure. What’s the right way to approach?
Tips:
Start with the mentor demonstrating the scenario rst.
Then switch roles and let the learner try.
Provide speci c, positive feedback.
Create a “Customer Experience HighFive” wall where team members can post small wins or shoutouts to one another. Recognition doesn’t have to be fancy to be effective.
Everson concludes: “By modeling, role-playing, and recognizing small wins, you give your team the tools and condence they need to succeed. With a little structure and a lot of encouragement, your employees will go from unsure to unstoppable, delivering the kind of service that makes your customers come back again and again.”
Retail offers multi-sized opportunities to celebrate.
Deborah Everson is former owner of Everson’s Hardware Hank.
Manufacturers & Services Directory
Huda Khan: Certainteed’s rising sales star
It’s no secret the world of building materials has long been a male-dominated eld. That’s starting to change, thanks to trailblazers like Huda Khan, an inside sales representative for national accounts at Pennsylvania-based CertainTeed Gypsum.
In her role, Khan supports key customers across the U.S. — all with the goal of helping builders and suppliers succeed. “My role blends problem-solving, communication and relationship-building — all in a fast-paced, constantly evolving industry. I’m also a mom, and I bring that same level of focus, exibility, and drive into my work every day.”
She says that being nationally recognized as a “Rising Star” in a eld where women are still underrepresented is something she takes pride in, “And I hope to continue opening doors for others.”
Khan says she didn’t grow up envisioning a career in building materials. But since entering the eld, she’s been struck by how “real and essential the work is.” She says: “We’re helping build communities — homes, schools, hospitals — and that purpose stuck with me. Over time, I found my place working closely with customers, learning the technical side, and becoming someone they can count on. The more I grew, the more I wanted to stay and help shape what this industry could look like for others.”
OVERCOMING OBSTACLES
Working in a male-dominated eld, Khan says there have been plenty of times where she had to prove herself in ways others didn’t. Whether it was being the only woman in the room or having to work harder to be heard, she says those experiences have only made her stronger and more determined. “They pushed me to speak up, advocate for myself, and stay con dent in my value — even when others didn’t see it right away. I’ve learned that you don’t have to t the traditional mold to make an impact.”
“I care deeply about visibility — making sure that women in this industry are seen, heard and supported in their careers”
—Huda Khan
need to come from a construction background. If you’re open to learning and not afraid to take up space, there’s a place for you here.”
When asked what speci c areas of the building supply industry need more diverse representation, Khan points to leadership roles, eld-facing roles and technical positions. “These areas shape the future of the industry, and having more diverse voices involved will only make us stronger. We also need more women involved in decision-making roles — whether it’s in pricing, strategy, customer experience or operations.”
SEEN, HEARD AND SUPPORTED
Khan says she really values helping people — whether it’s a customer trying to meet a tight deadline or a teammate navigating something new. She’s also enjoyed being part of efforts to expand accounts and open up new opportunities in underdeveloped areas. “Beyond that, I care deeply about visibility — making sure that women in this industry are seen, heard and supported in their careers.”
Khan says the industry has more to offer than most people realize. “It’s fast-moving, relationship-driven, and full of opportunities to grow — especially for women who are organized, thoughtful and motivated. You don’t
That all starts with creating better, more intentional hiring processes. Khan says companies would be wise to think outside the box when it comes to recruiting. “That means going beyond industry circles and tapping into broader talent pools — from career changers to young professionals who’ve never considered this space. For leaders, it’s about being intentional: Build inclusive teams, open mentorship paths, and actively listen to the people who don’t look or sound like the status quo.”
OWN IT
Khan says you don’t have to have a loud voice to be a strong presence. Simply: “Show up, follow through, and don’t be afraid to ask for what you deserve.” She says the industry is evolving, and there’s plenty of space for women to help shape what comes next. “If you’re in the room, you’ve earned your place — own it with con dence.”
Huda Khan speaks on stage at the 2024 Top Women in Hardware & Building Supply event.
NOV 10-11, 2025
Sheraton Grand Chicago Riverwalk
ODESSA JENKINS
Successful coach, executive, and CEO of the Women’s National Football Conference (WNFC).
Successful coach, executive, and CEO of the Women’s National Football Conference (WNFC).
Don’t miss Odessa’s session on Breaking Ceilings, Building Legacies: The Blueprint for Women Who Lead
Don’t miss Odessa’s session on Breaking Ceilings, Building Legacies: The Blueprint for Women Who Lead
Zeskind’s hits the century mark
Zeskind’s Hardware & Millwork is marking its 100th anniversary of service in the Baltimore region and beyond.
Founded in 1925, Zeskind’s began as a small, family-owned hardware store and has grown into a supplier of millwork, doors, windows, and ne hardware for residential and commercial projects throughout the Mid-Atlantic.
“This milestone is not just about longevity—it’s about the people, partnerships, and passion that have brought us here,” said Rick Miller, Owner & President of Zeskind’s. “We are honored to celebrate 100 years with our dedicated team, loyal customers, and the communities that have supported us through every chapter.”
Zeskind’s says it’s continuing to invest in the future of the industry through expanded services, sustainable practices and workforce development.
To commemorate its centennial, Zeskind’s will host a 100th Anniversary Celebration at its Severna Park Door & Window Showroom location on Saturday, September 20.
Recruiting trends
Acommon trait among high-performing businesses is an ability to recruit and retain good employees — from data analysts to box-car drivers to corner-of ce executives. HBSDealer’s latest poll question sought to determine challenges in the eld of recruitment. Here are the results:
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What’s your biggest challenge when recruiting new employees today?
Finding quali ed candidates
Competing with other industries for talent
Lack of interest in trade/retail
new hires
not hiring right now
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The Toro Company has named Edric C. Funk president and chief operating of cer, effective Sept. 1, 2025. The move came just a week after the company’s sale of its Trencor brand and divestiture of its Auger Boring category. Funk, a 29-year veteran of the company, has served as group vice president of Golf, Grounds and Irrigation since 2022. Funk joined Toro in 1996 as a design engineer.
Orgill hired Julie Albrecht as its new executive vice president and chief nancial of cer. Albrecht brings more than 35 years of leadership and nance experience across multiple industries, including building products, to Orgill’s leadership team. Most recently, Julie was the CFO for JELD-WEN. Previously she served as CFO for Sonoco.
House-Hasson Hardware appointed Jay Bunch as Chief Financial Of cer and also Matthew Patti as vice president of purchasing. Most recently, Bunch served as Vice President of Finance and CFO at Sail sh Boats. Patti most recently served as Vice President of Sales and Operations at Monroe Hardware, where he was responsible for overseeing sales, purchasing, marketing, and operations.
Do it Best and True Value have named Stefanie Couch, founder of Grit Blueprint, as a brand partner, in a move aimed at enhancing brand visibility and delivering real-world strategies to help independent businesses thrive. Her role will include training focused on AI-powered tools, automation systems, visibility strategy and revenue growth that help members and vendors streamline operations, attract more attention and drive measurable results.
Cornerstone Building Brands
named Gunner Smith as its new CEO. Most recently, Smith served as president of Roo ng at Owens Corning, a position he held since 2018, where he had responsibility for the roo ng business focused primarily on roo ng shingles and components that go to market through distributors, home centers and lumberyards. Before joining Owens Corning in 2008, Smith was a National Sales Manager at PlyGem.
Perma-Column® precast deck posts and FootingPad® composite footings are recognized by industry professionals as the innovative solution to faster deck foundations. Eliminate the hassles of mixing and pouring concrete, waiting for it to cure, then waiting for additional inspection. ICC-ES certified for code compliance ... you can begin building on the same day.
Albrecht
Couch
Smith
Funk
Bunch Patti
Colorado-based Kodiak Building Partners promoted Wade Gardner to area vice president of Washington. Gardner will help guide strategic growth across Kodiak’s Washingtonbased companies while continuing to serve as president of Builders Alliance and Frontier Building Supply. With more than 20 years of industry experience—including leadership roles at Lumbermen’s, ProBuild, and Builders FirstSource—Gardner joined Builders Alliance in 2016.
Christi Powell, an energetic proponent of women in the construction industry during her career at 84 Lumber and 33 years in the LBM industry, is starting a new job—president and CEO of ABC Carolinas. The Associated Builders and Contractors of the Carolinas is a chapter of the national association that describes itself as “the voice of the merit shop in the construction industry.”
LP Building Solutions appointed Lynn Cobb as VP of marketing. Cobb began her career at Procter & Gamble, where she spent 16 years progressing through leadership roles in IT, sales, marketing, and brand management. She later held senior roles at Agilent Technologies, DuPont, Ropes Wealth Advisory (formerly Adviser Investments), and most recently MasterBrand Inc., where she served as Vice President of Customer Experience.
QXO appointed Michael DeWitt as chief procurement of cer, effective immediately. DeWitt joins QXO after eight years as vice president of international spend management at Walmart International, where he was responsible for $10 billion of purchasing and digital transformation across 18 countries. He began his career in logistics and inventory management in the U.S. Air Force.
Marvin promoted Renee Rice to vice president of human resources and culture. In her new role, Rice will lead efforts to support companywide transformation, strengthen internal communications and guide employee experience at Marvin. Rice joined Marvin in 2021. Most recently, she served as Marvin’s senior director of communications and culture.
Cobb Rice
Powell
Gardner
DeWitt
Residential
Construction/Sales Consumer Watch
Monthly Retail Sales, not adjusted
HBSDealer Stock Roundup
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