Pro Dealer Q1 2025

W IND O W C ODE S // S O C I A L ME DI A M A R K E T ING // R O OF ING P R ODUC T S

PRO Dealer Q1 2025

THE ULTIMATE RESOURCE FOR LBM DEALERS, GSDS, & SPECIALTY DEALERS SERVING THE HOMEBUILDING & ICI INDUSTRIES

Luc Léger CHIEF OPERATING OFFICER ELMWOOD GROUP HOME HARDWARE Moncton, New Brunswick

THIRD GENERATION INTERVIEW

ONE OF HOME HARDWARE’S BIGGEST PRO DEALERS AIMS HIGH IN NEW BRUNSWICK Canadian Publications Mail Agreement # 42175020. POSTMASTER: Send address changes to Hardlines PRO Dealer, 8799 Highway 89, Alliston, ON L9R 1V1

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WE’RE NOT GOING ANYWHERE...

BUT FORWARD Orgill has been serving the industry for more than 175 years but what’s more important than how long the company has been around is where it is going. For the past three decades, Orgill has been the fastest-growing distributor in the industry and today, the company continues to invest in enhancing its products, programs and services to continue this legacy of growth.

Find out why thousands of retailers trust Orgill as their partner of choice by visiting Orgill.ca/opportunity.

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Tailored Solutions, Unlimited Potential

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MASTHEAD

PRO Dealer EDITORIAL

FIRST QUARTER/2025 // VOLUME 2, NO. 1 2060 Lakeshore Road, Suite 702, Burlington, ON L7R 0G2 • 416-489-3396 @Hardlinesnews • www.hardlines.ca

ADVERTISING/ADMINISTRATION

EDITORIAL ADVISORY BOARD

PRESIDENT

VICE-PRESIDENT & PUBLISHER

Michelle Chouinard-Kenney

Michael McLarney mike@hardlines.ca

David Chestnut david@hardlines.ca

GIBSON BUILDING SUPPLIES

EDITOR-IN-CHIEF

ACCOUNT MANAGER

Brian Lavigne

Steve Payne steve@hardlines.ca

Shannon MacLeod shannon@hardlines.ca

EDDY GROUP TIMBER MART

ASSOCIATE EDITOR

SENIOR MARKETING & EVENTS MANAGER

Luc Léger

Geoff McLarney geoff @hardlines.ca

Michelle Porter michelle@hardlines.ca

ELMWOOD GROUP HOME HARDWARE

CONTRIBUTING EDITORS

CLIENT SERVICES MANAGER

Rebecca Dumais rebecca@hardlines.ca

Jillian MacLeod jillian@hardlines.ca

Sarah McGoldrick sarah@hardlines.ca

ACCOUNTING

accounting@hardlines.ca

ART DIRECTOR

Shawn Samson shawn@twocreative.ca

Bathurst, N.B.

Moncton, N.B. Brent Perry ALF CURTIS HOME IMPROVEMENTS

Peterborough, Ont. Gary Sangha CROWN BUILDING SUPPLIES

CONTRIBUTOR

John Caulfield

Aurora, Ont.

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NUMBER ONE IN THE HOME IMPROVEMENT INDUSTRY. ONLINE AND PRINT. Hardlines PRO Dealer is just one facet of the Hardlines Information Network. Since 1995, we’ve been delivering the most up-to-date information directly to you online, in print, and in person. Find out how you can get your message out with us. Contact:

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All editorial contents ©2025 by Hardlines Inc. No content may be reproduced without prior permission of the publisher.

Shannon MacLeod, Account Manager 905-691-2492 • shannon@hardlines.ca

4

PRO Dealer // Q1 2025

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Hardlines.ca

2025-02-19 1:42 PM

Lever Edge™

It’s the innovative Lever Edge solution - PUSH. CLICK. DONE!

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CONTENTS

PRO Dealer FIRST QUARTER/2025 // VOLUME 2, NUMBER 1

8 THE GSD ERA EDITORIAL

PAGE 10

NEWS Castle signs Groupe Beauchesne Insulation franchise opens first Canadian location RONA acquires All-Fab Group Cooper Equipment Rentals acquires three brands Target Building Materials gets new owner Patrick Morin enters Ottawa market

6

PRO Dealer // Q1 2025

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18 44 70

PRODUCTS FOR PROS

ROOFING PRODUCTS & TOOLS MODULAR BUILDING

THE GOLDEN FUTURE OF RTM HOMES MESSAGE FROM THE PUBLISHER

PROUDLY SUPPORTING CANADIAN YARDS

72 SEE WHAT’S IN OUR NEXT ISSUE INDEX TO ADVERTISERS

74

THE CHALLENGE

HOW A RONA DEALER IN NORTHERN ONTARIO MOVES 25,000 LBS OF FREIGHT ACROSS A FROZEN RIVER Hardlines.ca

2025-02-18 6:36 PM

FINANCE

24

WHAT’S MY PRO YARD WORTH? A look at valuation ratios, plus why you need a Chartered Business Valuator

DIVERSIFICATION

48

GETTING GOVERNMENT WORK

32

DIGITAL

56

SOCIAL MEDIA FOR PRO DEALERS Tips from two digital experts whose yards have substantial pro business

COVER STORY

AN INTERVIEW WITH LUC LÉGER

A chat with the third-generation dealer-owner at Home Hardware’s Elmwood Group in New Brunswick

64

REGUL ATIONS

CODES AND STANDARDS FOR WINDOWS The key for dealers is knowing which pros are active in pursuing publicly-financed projects Hardlines.ca

PD-Q1-25-Contents.indd 7

An interview with Jeld-Wen’s Lisa Bergeron, one of the industry’s building envelope experts, about what’s coming in fenestration Q1 2025

// PRO Dealer

7

2025-02-19 1:20 PM

FROM THE EDITOR

A NEW ERA FOR GSDS

BY STEVE PAYNE Editor-in-Chief PRO DEALER steve@hardlines.ca

Gypsum specialty dealers are just gett ing started

Ken Sexton was once a young man living in a Toronto boarding house. He never finished high school. When he died in his 90th year, in 2019, he was wealthy and highly respected. Deservedly so, because he’d built one of Canada’s most successful GSDs, Kenroc Building Materials, based in Regina.

(He also started three other companies. One of them, Sexton Group, is today one of our country’s largest LBM buying groups.)

For Sexton, the opportunity to create Kenroc in 1967 was partly a question of capitalizing on a supply shortage.

With the industry facing an increase in housing starts in the millions, pressure on gypsum supplies is expected to return. There are already serious shortages in Western Canada.

One company that has noticed is Gypsum Management & Supply Inc., of

“

The opportunities that arose for the founder of Kenroc are coming around again.

Tucker, Ga., which last year bought one of Canada’s premium GSDs, Yvon Building Supply, headquartered in Burlington, Ont. The price? $196.5 million in Canadian dollars. And Yvon only got its start in 2011.

And, along the same lines, see Beauchesne Group’s signing with Castle Building Centres Group (just turn the page).

We will be following the breaking news on the major gypsum dealers in Canada, here in Pro Dealer, and in our monthly e-newsletter, Pro Dealer Business. Just visit hardlines.ca to sign up for both. There’s no charge if you’re a dealer!

8

PRO Dealer // Q1 2025

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PRO Dealer

NEWS

WHAT’S HAPPENING IN THE PRO INDUSTRY Sign-up for Breaking News at Hardlines.ca

CASTLE SIGNS GROUPE BEAUCHESNE Castle Building Centres Group has added a

Ste-Foy Ltée in 1978. In 2009, it was one of three

dominant, multi-location Quebec member to its

members of the powerful WSB Titan Group—and

commercial division. Édouard Beauchesne 1985

contributed the B to its initials. In co-forming WSB,

inc., which has three Greater Montreal units, and its

it was joined by Southern Ontario’s Watson Building

sister company, Distribution Ste-Foy, which has two

Supplies and Western Canada’s Shoemaker Drywall

outlets in the Quebec City area, comprise Groupe

Supplies. Two of the three operations were sold

Beauchesne. The Castle signing brings the num-

to GMS Inc., of Tucker, Ga., in 2018, under the WSB

ber of pro yards in Castle’s Commercial Builders

leadership of Doug Skrepnek. But Beauchesne

Supplies division (CBS) to some 25.

wasn’t a part of that deal.

Castle president and CEO Ken Jenkins called the

“We are excited with this new chapter as we team

deal “a pivotal moment for Castle in Quebec” and

up with Castle. We believe the group is positioned

referred to Groupe Beauchesne as a “powerhouse.”

for major growth through this partnership,” said

Édouard Beauchesne founded the business in

Carl Léonard, president of Groupe Beauchesne.

1964 in Montreal. It joined forces with Distribution

Carl, who succeeded his father Robert Léonard when he passed in 2018, “is a young entrepreneur who has got people around him that have created just an outstanding team,” Jenkins said.

“The group is highly relationship-centric with their end users. It’s very seldom that you see commercial dealers like a GSD with 100 percent fidelity from their larger contractors. And in Beauchesne’s case, they’re able to capture that.”

“They’re well positioned in Quebec and they’re of the appetite to want to continue to grow. And that in itself is a mindset that’s not always in play,” Jenkins added. “You’ve got a number of these GSD Beauchesne delivering drywall to a condo lowrise.

The powerful Quebec GSD has joined the commercial division of Castle Building Centres Group.

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Hardlines.ca

2025-02-18 5:57 PM

commercial models across the country where succession is going to become very, very difficult and very apparent.”

Former WSB Titan president Doug Skrepnek appears to have been an instrumental part of the deal with Castle. Skrepnek was absent from the industry since the deal with GMS, but he resurfaced last year as co-owner of Encore Drywall Material Supplies. Encore operates two locations, in Vaughan and Trenton, Ont., which quickly joined Castle last year.

Skrepnek and the Léonard family have been business colleagues and close friends for many years.

Bringing Beauchesne into the Castle fold made good sense, Skrepnek says. “I think we chose the right group for growth and we chose the right group for fl exibility.”

Jenkins looks to the big picture and reiterates that succession is going to play a major part in the fortunes of the big GSD players. “We’ve got a bullpen of entrepreneurs that are in that mid-40s to mid-50s range. They are going to take advantage of this next generation in the industry.”

Beauchesne Group facilities in Montreal. It has three locations there and two near Quebec City.

Jenkins has been leading Castle Building Centres Group since 2007, just after Castle formed its fl edg-

of the major commodity categories. There’s defin-

ling Commercial Builders Supplies division. “It’s

itely a detachment between the commercial costing

about a balance of business and having the ability

of goods and the retail costing of goods.”

to participate in multiple channels to drive overall

There once was a time when Castle dealer Jack

success. And one of the areas that Castle was defi-

Crombie, of Hudson, Que., could draw laughs from

cient in [when Jenkins joined the organization] was

industry gatherings when he joked, as he some-

in some of that core commodity volume. And I call it

times did: “I am the sole reason that Castle can call

manufactured commodities as opposed to wood-

itself a national buying group.” Crombie was one of

based commodities.”

the very few Castle members, if not the only one,

CBS members are in the gypsum, insulation, roofing, and steel segments, for the most part, Jenkins

who operated in la belle province.

With the addition of Beauchesne, Castle now has

said. He differentiates it from the LBM business of

some 50 members in Quebec, the vast majority of

traditional yards. “The commercial growth is going

whom have joined the group under Jenkins leader-

to continue to support our overall positioning in

ship. “We feel that we’ve got a business model that

the market. But it also gives us a great window into

resonates with certain entrepreneurs. And we felt

what I consider to be the true cost of goods of some

we could be equally successful in Quebec.”

Hardlines.ca

PD-Q1-25-News.indd 11

Q1 2025

// PRO Dealer

11

2025-02-18 5:57 PM

NEWS

INSULATION FRANCHISE OPENS FIRST CANADIAN OPERATION

Koala Insulation got its start in Atlanta in 2018, and started franchising in 2020. In less than fi ve years it has signed more than 400 franchises.

The business model is to install diff erent types of insulation in residential, commercial, and industrial properties—plus ancillary services such as air-sealing, attic vents, solar attic fans, and insulation removal.

The partners believe they are getting into the insulation business with an advantage: fresh eyes.

“When we started the meat business, we didn’t

Koala Insulation, with hundreds of franchisees

know anything about meat,” Quaile said. “It

south of the border, has opened its first Canadian

enabled us to have a diverse perspective on the

location. The vice-presidents of the Kitchener-

business—to look for gaps that weren’t being filled

Waterloo, Ont., operation are two experienced fran-

right now. The way things have been done in the

chise entrepreneurs: Justin Prittie and Greg Quaile.

past is not necessarily the way they should be

Prittie was only 22 when he opened a Two Men

done. That’s our leg up.”

and a Truck moving franchise in Ontario in 2011.

Prittie pointed out that the insulation industry is

Quaile was the co-founder of the meat delivery

very fragmented. “There’s a few big players and a

franchise, TRUlocal, which offers Canadians from

lot of mom and pops. It was the same in the moving

British Columbia to Quebec farm-to-table deliveries

industry. It was the ‘Old Dogs’ who don’t feel the

of meat and fi sh products.

need to change the way they do things.”

The partners were on the lookout for a new opportunity in the Canadian franchise industry. Prittie said: “The idea was to find something that was successful in the U.S. and bring it to Canada. Koala Insulation was one of the fastest-growing franchises in the U.S. over the past fi ve years.”

Given their business model, we asked Prittie and Quaile whether they expected to be partners with, or competitors to, home improvement retailers. “Definitely partners,” Quaile said.

Koala Insulation of Kitchener-Waterloo, in Ontario, is the first franchise for the Florida-based firm north of the border.

The company has some 400 franchisees.

12

PRO Dealer // Q1 2025

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Hardlines.ca

2025-02-19 1:24 PM

“

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2025-02-18 4:15 PM

NEWS

RONA ACQUIRES ALL-FAB GROUP RONA inc. and its owner, private equity firm Sycamore Partners, have announced their acquisition of All-Fab Group, a Winnipeg-based manufacturer of building components. All-Fab provides the light construction industry with roof trusses, fl oor and wall systems, engineered beams, laminated posts, stairs, and garage packages. It operates 18 business units spanning from the Pacific Coast to

All-Fab makes trusses, of course, but lots more besides.

The transaction, which was announced on Dec.

Winnipeg and the U.S. Midwest. Terms of the trans-

23, was reviewed by the federal Competition

action were not disclosed.

Bureau. It announced in early January that RONA

All-Fab Group goes to business under the All-Fab,

had agreed to sell its ZyTech truss manufactur-

Nu-Fab, Pacific Truss, Truline Truss, Alliance Truss,

ing facility in Martensville, Sask., just north of

and Littfin Truss brand names, among others. It had

Saskatoon, to private interests.

been owned since 2018 by Canadian investment firm

“The review found that the proposed acquisi-

PFM Capital Inc. along with Roynat Equity Partners.

tion was presumptively anti-competitive in the

“The transaction provides AFG with additional

Saskatoon area as it would result in a significant

resources to accelerate growth and invest in prod-

increase in market concentration,” the Competition

ucts and capabilities to better serve developers,

Bureau said in a release. Specifically, the Bureau

builders, and families across Western Canada and

said that the loss of competition between RONA and

the United States,” a RONA inc. press release said.

All-Fab would result in higher prices in the market.

PATRICK MORIN ENTERS OTTAWA MARKET Groupe Patrick Morin, the Quebec building centre

pleased that Mr. Paul Bonhomme has chosen

chain, has acquired four building centres from

Patrick Morin to take over this company that has

P. Bonhomme Enterprises.

been deeply rooted in the Ottawa-Gatineau land-

Bonhomme has three Ontario locations (in Rockland, Carleton Place, and Limoges) operat-

“We are well aware of the strength of the Bytown

store, in the Hull district of Gatineau, Que., is known

PRO and Bonhomme PRO brands, which are highly

as Bonhomme PRO. These acquisitions are Patrick

regarded by the region’s professional clientele, and

Morin’s first stores outside of its home province of

that’s why we intend to maintain the presence of

Quebec. The value of the purchase was not disclosed.

these well-known and appreciated banners in the

PRO Dealer // Q1 2025

PD-Q1-25-News.indd 14

dent of Groupe Patrick Morin.

ing under the Bytown PRO banner, while the fourth

“After months of discussions, we are extremely 14

scape for over 125 years,” said Louis Turcotte, presi-

local market.”

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NEWS

COOPER EQUIPMENT RENTALS ACQUIRES THREE BRANDS Toronto-based Cooper Equipment Rentals, with

Cooper has 80 branches in six provinces.

80 branches in six provinces, has acquired a trio of rental operations. It announced in February that it

Prairie, Alta. Cooper said in the release that it has

had purchased Rent All Centre and Skyhigh Platforms

“built a reputation for reliability and service excel-

in Ontario, as well as Big Stick Rentals in Alberta.

lence since its founding in 2013.”

In a release, Cooper said that the Ontario brands have

“Big Stick’s strategic location in Grande Prairie

served contractors and businesses since 1973. “Their

strengthens Cooper’s coverage in Western Canada,

full-service rental locations across Cobourg, Port

enabling broader geographic reach, equipment

Hope, Peterborough (two branches), Belleville, and

availability, and service fl exibility across Alberta

Trenton, along with Skyhigh’s aerial specialty location

and beyond.”

in Whitby, will now operate under the Cooper banner.”

Big Stick Rentals, meanwhile, is based in Grande

In 2023, Cooper Equipment Rentals acquired Warner Rentals and Scotty’s Rentals and Landscaping.

TARGET BUILDING MATERIALS GETS NEW OWNER

16

Target Building Materials, a Windsor, Ont.-based

facilitate. It specializes in residential, industrial,

member of AD Building Supplies – Canada, has

and commercial construction and has many kinds

announced it is under new ownership since Jan. 15,

of concrete products, sealants, ceiling tiles,

when Max De Angelis acquired the business.

foundation products, waterproofing, insulation,

Established in

safety products, and tools. Greg is a winner of an

1967 as a specialty

industry achievement award from the Lumber and

building materials

Building Materials Association of Ontario.

PRO Dealer // Q1 2025

PD-Q1-25-News.indd 16

yard by Maurice “Moe”

De Angelis is the president of Fortis Group,

Drouillard, Target was

which is one of Canada’s “top 40” construction

a founding member of

firms—and one of Target’s biggest customers. It

TORBSA, which was

pursues large commercial and public projects.

acquired by AD in 2022

Fortis Group was formed in 2016 when De Angelis

in a merger that Moe’s

Construction merged with former Windsor rival

son Greg helped to

STC Construction Group.

Hardlines.ca

2025-02-18 5:57 PM

THE PERFECT BALANCE OF PERFORMANCE, LIFESTYLE AND INDIVIDUALITY.

DISCOVER

Colour featured: DUBLIN

ROOFING BY DESIGN

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PRODUCTS FORPROS IKO ROOF-FAST CAP SHEET & BASE

Constructed of a durable, reinforcing mat of non-woven glass fibres IKO Roof-Fast Cap is a self-adhered polymer-modified cap sheet constructed of a durable, reinforcing mat of non-woven glass fibres that has been coated and permeated before applying a mineral surface. Available in a range of attractive colours, including white, dual brown, slate grey, driftwood, and black. Can be used alone or in combination with RoofFast Base. IKO Roof-Fast Base is a self-adhesive product that features the flexibility of a self-adhered installation method that can easily be cold-applied, or using an optional mechanical installation method. iko.com

IKO DYNASTY SHINGLES

High resistance paired with easy installation IKO Dynasty premium-quality laminated performance shingles, now available in matte black, offer peace of mind and protection from inclement weather. These shingles are made with a durable, thick coating of weathering asphalt and feature a Class 3 impact resistance rating, potentially helping homeowners qualify for reduced residential insurance premiums, if offered in their area. Enhanced with ArmourZone technology, the shingles are designed to withstand high winds, featuring a limited wind resistance warranty up to 130 mph (210 km/h). iko.com

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PRO Dealer // Q1 2025

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Hardlines.ca

2025-02-19 1:28 PM

BP SIGNATURE SHINGLES

Stylish shingles in natural, vibrant colours BP Canada’s Signature shingles combine durability, style, and unique character. Crafted to withstand the harshest weather conditions, these Canadianmade shingles offer a stunning selection of natural and vibrant colours. With advanced WeatherTite Plus Technology and a reinforced Hurricane Band, they provide outstanding defence against wind-driven rain and blow-offs, along with superior resistance to nail pull-through. saint-gobain.com

MAX SUPERFRAMER NAILER

Featuring the world’s first Anti Double-Fire mechanism

The CN890F2 SuperFramer by MAX is a high-performance coil framing nailer designed for professional contractors.

This powerful tool drives 2-inch to 3-1/2 inch nails with precision and speed, making it ideal for heavy-duty framing applications. The CN890F2 features the world’s first Anti Double-Fire mechanism, first introduced in 1994. This feature prevents accidental double-firing and enhances user safety. A large-capacity magazine holds up to 300 nails. maxusacorp.com

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Q1 2025

// PRO Dealer

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2025-02-19 1:28 PM

PRODUCTS FOR PROS

GAF TIMBERLINE UHDZ SHINGLES

Shingles designed to withstand wind and blue-green algae Timberline UHDZ Shingles feature our patented Dual Shadow Line for dramatic sunset shadows all day.

They offer the 30-year StainGuard Plus PRO limited warranty against blue-green algae discoloration. Plus, when installed with the required combination of four qualifying GAF accessories, they are eligible for the 15-year WindProven infinite-speed limited wind warranty. taigabuilding.com

VELUX “FRESH AIR” SKYLIGHTS

Available in solar-powered, wired-in, and manual options VELUX offers a full range of skylight products and accessories to fit the needs of any space.

The product line includes the solar-powered

“Fresh Air” vented skylight. Fitted with a solar panel, this skylight collects the sun’s energy and uses it to open and close this skylight with a touch of a button. Also available: electric “Fresh Air” vented skylights powered by a home’s electricity and with remote control operation; and manual “Fresh Air” vented skylights for installations within reach of the operator. velux.ca

20

PRO Dealer // Q1 2025

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Hardlines.ca

2025-02-18 5:59 PM

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2025-02-18 4:19 PM

PRODUCTS FOR PROS

PORTLAND SNAP-LOK

The smart roofing solution is built to last

Portland/Snap-Lok panels feature pre-punched slots with a hidden fastener system for quick and secure installation. They also come with a pre-finished paint system to resist fading, cracking, and shrinking, backed by a 40-year paint warranty.

Portland/Snap-Lok panels come in 16” or 12” (12” panels are special order and will have longer lead time) coverage and either 26-gauge or 24-gauge steel. Portland/Snap-Lok panels are built to last. westmansteel.ca

TRUE NATURE’S NORTH RIDGE SLATE METAL ROOF SHINGLES

Where the beauty of nature meets the strength of steel Made from premium 28-gauge steel, these shingles are designed to last a

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PRO Dealer // Q1 2025

PD-Q1-25-ProProducts.indd 22

Hardlines.ca

2025-02-18 5:59 PM

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2025-02-18 4:19 PM

FINANCE

WHAT’S MY PRO YARD WORTH?

BY STEVE PAYNE

To answer that question, many dealers turn to a Chartered Business Valuator

“I try to buy stock in businesses that are so wonderful that an idiot can run them.

Because sooner or later, one of them will.”

value is very difficult without considering the contri-

So said Warren Buffett, the eighth-richest person

“The value of a building supply business is often

butions of the dealer-owner.

in the world, who clearly knows a good investment

tied up in the owner,” says Bill Morrison, former

when he sees it.

executive at Hudson’s Bay Co., Foot Locker, IKEA,

In that bon mot from the Wizard of Omaha, Buffett was talking about investing in big corporations, not

24

Therefore, figuring out a lumberyard’s intrinsic

TruServ Canada, and Ace Hardware.

This industry-specific fact creates an obstacle for

family-owned, private businesses. There are, in

determining the value of an independent pro yard

fact, precious few successful idiots among Canada’s

(or hardware store, home centre, paint store, or

dealer-owners.

family-owned business in general).

PRO Dealer // Q1 2025

PD-Q1-25-BusinessWorth.indd 24

Hardlines.ca

2025-02-18 6:03 PM

“

The value of a building supply business is often tied up in the owner.”

—Bill Morrison, veteran retail executive

What’s my business worth? Morrison lists a

Chartered Business Valuator (CBV).

number of difficulties with the process. “The

Pro Dealer spoke to Dr. Christine Sawchuk

reality is that there are so many variables.

who is the CEO of the Toronto-based CBV

Each business opportunity is unique.” The

Institute. She said that there are just shy of

journey to determining the market value of

3,000 CBVs in Canada—and a further 800

your pro yard starts with your accountant, Morrison suggests.

Bill Morrison

THE CBV INSTITUTE

students who are training to become a CBV. Many CBVs have a professional accounting

designation, such as a CA or a CFA. Fifteen years ago, Sawchuk says, “95 percent” of

One of the professional specialties that can be con-

CBVs were accountants. “Now that number is about

sulted in determining the market value of a firm is a

70 percent.” In recent years, the profession has

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Q1 2025 // PRO Dealer

25

2025-02-18 6:03 PM

FINANCE

“

“If you’re selling to an external party, you may only get one chance to get a really good price.

You want to make sure you’re maximizing your value.”

—Dr. Christine Sawchuk, CEO of the CBV Institute diversified to include professionals with broader

this business? And how do we train this person, to

business backgrounds, such as business brokers,

make sure they can take over the business success-

engineers, and other types of professional.

fully? How do we transition relationships to

Owner-operators who are looking to hire a

this new person? And those are all things that

valuator can use the “Find a CBV” function at

can take years and years.”

cbvinstitute.com. But if you’re looking to sell

As Sawchuk points out, especially with the

your pro yard—or any business—Sawchuk rec-

sale of a private business, if you’re selling

ommends getting the process started early.

“I would say three to four years is almost on the low end. I would encourage people to look

to an external party, you may only get one Dr. Christine Sawchuk

make sure you’re maximizing your value. At

more like six to eight years in advance. And there’s a

the same time, you want to make sure that the valua-

few different reasons for that.”

tion is reasonable so that a potential purchaser is not

The reasons include the tendency, particularly in Canada, to run personal expenses through private

leaving the deal on the table and walking away.

businesses. Or have personal assets mixed up with

EBITDA, SDE, AND CASH FLOW

business assets. “And what you want to do is remove

Because publicly-traded corporations change

all those personal items so you get a picture of what

hands with all key metrics of the transactions dis-

the business is actually earning,” Sawchuk said.

closed, there is a vast publicly-accessible data-

“That way you can tell a story to a potential pur-

base that shows their market value price in terms

chaser and they can be assured that they’re looking

of multiples. Most commonly, multiples of EBITDA

at clean books—and that they can rely on those

(earnings before interest, taxes, depreciation, and

numbers.”

amortization) are used to calculate—for larger com-

The other major reason to start work early on the

26

chance to get a really good price. You want to

panies—what that enterprise might be worth.

process of selling a business is for tax planning pur-

EBITDA multiples are freely available—if inaccur-

poses, especially the federal capital gains tax—and

ate. For example, one Utah-based consultant, Peak

minimizing its bite requires clean books, Sawchuk

Business Valuation, publishes that the average build-

observed.

ing materials store (there is no such thing, but this is

“That’s from the accounting side of things, but

for illustrative purposes) is worth 2.04 to 3.95 times

just as important or more important, who are you

its EBITDA—meaning the “average” multiple would

selling the business to? Is it an external party? Is

be three times EBITDA. Meaning a yard, yielding an

it an existing employee or an employee group? Are

average EBITDA over time of $350,000, would be

you selling it to someone in your family? Who wants

“worth” about three times that, or $1,050,000.

PRO Dealer // Q1 2025

PD-Q1-25-BusinessWorth.indd 26

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FINANCE

“

“A common overlook by the owner of a business is to say, ‘Oh my real estate’s worth this, and my company produces this much cash flow.

But they forget they need to deduct off a market rent.”

—Kent Brown, MNP This is obviously a fabricated number, since the

partner with accounting firm RLB LLB, often uses

calculations don’t consider the value of the inven-

the amusing pictorial difference (see lower left)

tory, or the debt that the business is carrying, or the

between EBITDA and cash flows.

competitive set, or the city or town that the business

Pro Dealer interviewed Victoria, B.C.-based Kent

is in, or the owner’s compensation for running the

Brown, a CBV who is with the national professional

store, or how the pro market is doing, or any other

services firm MNP. Brown is a partner with the Valu-

financial metric other than EBITDA.

ation and Litigation Support Services group

There are also multiples available for

at MNP. He replied to our enquiry about the

Seller’s Discretionary Earnings (SDE), which

accuracy of multiples with the reality check

is more commonly used in the valuations of

that business valuation “is more of a process

small- and medium-sized businesses in which

than a formula.”

the owner also operates the business—like a family-owned pro yard. SDE is traditionally

Kent Brown

“Essentially, when a CBV comes in, our job is to determine what the business operations

higher than EBITDA, because the formula for SDE is

are worth,” Brown said. “If you use a multiple of

EBITDA plus the (fair market) compensation paid to

seller’s discretionary earnings, you’re essentially

the owner, plus any other perks that he is getting out

valuing the job plus the business. One tries to differ-

of the business, financially. There are also multiples

entiate the two by adjusting for a market wage for

to valuate businesses based on revenues alone

the owner or manager that does the work, because

(often unreliable).

that’s how you differentiate between a labour value EBITDA, being earn-

and a business value. And that’s one of the key

ings before interest,

things, in any valuation: really understanding what

taxes, and depreciation

you’re selling.”

of assets, is a some-

“This is the most common adjustment that valu-

times misleadingly high

ators do,” Brown said. “And it’s also the most com-

number in the first place.

mon area for overlook by a business owner.”

Guelph, Ont.-based Omar Chaudry, a CBV (see

VALUATIONS REFLECT RISK

also next page) who is a

MNP is one of Canada’s leading professional service firms. Headquartered in Calgary, it has more than

Omar Chaudry, a CBV at RLB in Ontario, sent us this amusing graphic that he shares with clients.

28

PRO Dealer // Q1 2025

PD-Q1-25-BusinessWorth.indd 28

150 offices across Canada.

We also asked Brown to comment on the difference between the real estate of a pro yard and the

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tmaximuk@cloverdalepaint.com

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FINANCE

business operations of that yard. “When it comes to

Even though the company may own both, you need

the business and the real estate, there is a differ-

to notionally separate the two.”

ence in risk. Obviously real estate is going to be a

“And how you do that is by applying a rental factor

little bit less risky as a long-term play than an oper-

to the business operations. So, again, a common

ating business,” Brown said.

overlook by the owner of a business is to say, ‘Oh my

“One of the key things to evaluating these types of

real estate’s worth this, and my company produces

entities is separating the two. So, we would value a

this much cash fl ow.’ But they forget they need to

business operation and the real estate separately.

deduct off a market rent.”

NORMALIZATION OF EARNINGS

Adjusting for a big repair, like the roof of the warehouse that needs replacing, is not a normal, ongoing

Owners sometimes deduct expenses through their company which may not be absolutely necessary for their firm

expense for the business. “So it makes it look like you didn’t make any money that year,” Chaudry said.

“And you might have a really good year where you might have to do something in a rush for a client.

One of the business valuation tools that is particu-

And it’s very high margin. But it’s something you

larly needed in Canada and the U.S. is Normaliza-

only have once every 10 years. A buyer can’t rely on

tion of Earnings.

that happening every year. So we have to normalize

We asked Omar Chaudry to explain the pro-

all that activity.”

cess to us. Chaudry is a CPA, CA, and CBV who

There are also related party transactions.

is a partner with the Ontario-based account-

A business owner will have one corporation

ing firm RLB. Chaudry is based at the RLB

for their business, and one corporation where

offices in Guelph, Ont., and the firm also has

they own the real estate. And one corporation

locations in Fergus, Kitchener, Orangeville, and Shelburne, Ont.

Omar Chaudry

“A big part of our job is figuring out Normalization

to pay as little rent as possible.

“And so now you’re kind of exaggerating the

of Earnings,” Chaudry said. “We basically have to

earnings of the business because you’re not paying

go through the books and identify all these types of

a fair market rent. So these types of things we have

items (that are personal or unusual),” Chaudry says.

to adjust for as well.”

“There are expenses that you can argue are

30

pays rent to the other. The owner can choose

“We call it recasting—or pro forma financials—

business, or you can argue are personal. And you

where we say, had this been

want to get the best tax treatment for that. But when

properly normalized, this

somebody is selling, we normalize the earnings.”

is what it would look like.”

“And that’s what we present to a potential buyer.

There is no attempt to create

We say, here’s the actual financials that were filed.

a second set of books. “The

But this is an adjusted earnings schedule, which

goal is to create a scenario

shows how many expenses are in there which, once

where you can say to the

you buy this company, you’re not going to incur

new buyer, ‘This is what you

these expenses.”

can expect.’”

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PRO DEALER INTERVIEW

FIRST SECOND THIRD GENERATION Luc Léger became COO of his family’s eight-unit Home Hardware Building Centre business in 2021.

He’s got a new generation’s energy and outlook.

The Elmwood Group is one of Home Hardware’s biggest pro dealers in the country

BY STEVE PAYNE Photography: Uproar Productions

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PRO Dealer // Q1 2025

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ELMWOOD GROUP HOME HARDWARE HEAD OFFICE: Moncton, N.B. STORES: 8 in New Brunswick LOCATIONS: Elmwood Home Hardware Building Centre (HHBC), Dieppe HHBC, Magnetic Hill HHBC, Downey HHBC, Tediche HHBC, Elmwood Design Centre, Magnetic Hill Home Furniture, Grande-Digue Home Building Centre.

FOUNDED: In 1974 by Alfred and Hardlines.ca Marie Léger

PD-Q1-25-LucLeger.indd 33

Q1 2025

// PRO Dealer

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2025-02-18 6:11 PM

PRO DEALER INTERVIEW

Downey Home Hardware Building Centre is in Riverview, a few minutes south of downtown Moncton.

You’re 34 years old, pretty young to be a COO, and you represent the third generation of your family business. When did you start working in the store?

I officially joined the payroll at 15 years old. My

You were the point person for the family on your latest acquisitions in Grand-Digue and the Tediche store, about a half hour northeast of Moncton. You bought them in December 2021.

It was right in the middle of the pandemic!

first job? Pricing individual sheets of sandpaper—a

We did it for our customers. We have many

tedious task that anyone who’s done it knows can be

customers that have projects in these coastal

tough on the fingers. My father made sure I gained

communities and are now able to use their Elmwood

experience in every department, from receiving

Group charge account in these stores. It simplified

shipments from the Home Hardware truck and

the shopping process and created a one-stop shop

stocking shelves to mastering the key departments

for them.

and assisting at the contractor desk. I even spent products. After completing my post-secondary

Your father, Alvin, came back during Covid to a more central role in the business?

education, I progressed through roles in purchasing

COVID was a shock. We were all uncertain about

and operations before becoming COO. Now, as

what the coming months would bring. With

we close out the year [this interview was done in

regulations changing at a rapid pace, having my

December], I’m excited to share that by 2025, my

father’s experience and leadership was invaluable in

wife Andrée and I will officially be dealer-owners!

navigating the challenges ahead. It was eye-opening

time in the lumberyard, loading and delivering

34

PRO Dealer // Q1 2025

PD-Q1-25-LucLeger.indd 34

Hardlines.ca

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“

I remember his colleagues saying, ‘Your dad’s really good on the floor!’

And then to see it for yourself, it was really cool!” to witness his hands-on approach—engaging with

questioning how these changes would impact their

the business on the front lines rather than just from a

daily routines. While some embraced the challenge,

management level. We had to get back to basics, and

others chose a different path, which ultimately gave

in doing so, we saw firsthand how he operated in his

me the opportunity to start building my own team.

era. I remember his colleagues saying, “Your dad’s

The implementation affected every aspect of the

great on the floor.” Seeing it for myself was not only

business, and as I saw its potential unfold, my level of

insightful—it was really cool.

involvement and commitment grew even stronger.

When did your father start giving you the autonomy in management?

You’ve managed to have a pretty good social media operation to market your store.

My engagement level drastically increased about

Our director of marketing played a key role in

10 years ago when we implemented our new

strengthening our social media presence by

point-of-sale system. It was a major shift for the

implementing innovative strategies that boosted

company, and naturally, some key staff began

engagement and brand visibility. He and his team

Downey HHBC

Hardlines.ca

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Q1 2025

// PRO Dealer

35

2025-02-18 6:11 PM

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PRO DEALER INTERVIEW

do an incredible job of bringing customers through

using billboards, radio, and print. I told him I needed

our doors. Most of our marketing is handled digitally

to think about it.

in-house, while we also fully commit to all Home

The next morning, I walked in and said, “Let’s do it.”

Hardware Stores Ltd. marketing programs. This

bold idea—shifting entirely to a local digital strategy

Your Elmwood Group podcast is not just about home improvements, or even about home improvements at all. For example, a recent video interviewed a local Acadian film company!

and eliminating traditional marketing altogether. My

It’s an exciting new way to showcase our local

face dropped. He was asking me to move away from

people while leveraging our growing audience

a strategy that had worked for 45 years, the same

to highlight what’s happening in the community.

one my grandparents and parents had relied on,

Our customers and followers can then share that

approach allows us to leverage a strong mix of digital and traditional channels to reach as many customers as possible.

A few months into his role, our director proposed a

Elmwood Group has a big fl eet, a necessary tool to play in the pro arena.

38

PRO Dealer // Q1 2025

PD-Q1-25-LucLeger.indd 38

Hardlines.ca

2025-02-19 1:33 PM

Luc Léger with Jonathon Stephenson, director of marketing and design operations.

content on their own social channels, creating a

products, check live in-store inventory, and choose

ripple effect that extends our reach even further.

between home delivery or in-store pickup—all at

Our brand isn’t just about shopping—it’s about

their convenience. This platform not only enhances

giving back to the community in meaningful ways. I

the shopping experience but also allows us to

truly believe Home Hardware embodies this across

connect with both existing and new customers in a

Canada, and a podcast is the perfect way to bring

whole new way.

that message to life.

You’ve also got, among your eight outlets, a furniture store.

“

Your father, Alvin, got into the furniture store business in 2006.

They called it a combo store. Home dealers across

This year, we launched a new e-commerce website

Canada were starting to embrace this concept,

for our furniture store, making it easier than ever for

and when Alvin and my mother, Rachelle, saw the

customers to shop online. People want to research

opportunity in Moncton, they went for it.

He was asking me to move away from every marketing method that my grandparents and father used, like billboards, radio, and print!”

Hardlines.ca

PD-Q1-25-LucLeger.indd 39

Q1 2025

// PRO Dealer

39

2025-02-19 1:33 PM

PRO DEALER INTERVIEW

You’re about 70 percent contractor sales.

How do you reach out to pros?

operations running smoothly. At each of our

We have a team of five account managers—our

customers with their urgent, on-the-go pickups.

outside sales reps—who serve as the first point

locations, our pro desk teams stand ready to assist To enhance efficiency, we centralized our shipping

of contact for our pro customers. To ensure

operations through two stores, allowing us to

their success, we surround them with the right

streamline distribution while keeping operations as

support system, including inside sales specialists,

efficient as possible for our customers. Expanding

estimators, purchasers, and a dedicated delivery

our footprint with two coastal community stores has

team with a variety of truck options. Additionally,

also added tremendous value, giving both existing

our yard team—comprising pickers, receivers, and

and new customers the ability to shop across all

logistics members—plays a crucial role in keeping

of our locations using a single charge account.

Clockwise from top left: Dieppe, Grande-Digue, Tediche and Magnetic Hill

40

PRO Dealer // Q1 2025

PD-Q1-25-LucLeger.indd 40

Hardlines.ca

2025-02-18 6:12 PM

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PRO DEALER INTERVIEW

Luc Léger in the Downey store’s outdoor living section.

By simplifying the purchasing process, we’ve

coastal stores have found great success catering

strengthened trust with our pro customers.

to cottage owners and local residents.

Our strong local marketing presence allows us to showcase the incredible projects our customers

What’s your next priority?

are working on across various social channels,

Our goal is to ensure we’re built for the next 50

reaching thousands of followers. This added value

years. That means putting our customers and

is something larger competitors simply can’t offer.

employees first in every decision we make, continuously adapting to their evolving needs

What’s your attitude toward the competition?

in this ever-changing environment.

We’ve stayed focused on what has made us successful over the years—sticking to our core

To what do you attribute your success?

values. By consistently executing on them, we not

Our success is rooted in strong family values

only drive results but also strengthen our reputation,

that have been passed down for generations. We

helping us build a trusted and recognizable brand.

believe in always putting the customer first and staying true to our moral code. But success isn’t

42

What about appliances?

achieved alone—we’ve been fortunate to have

When a major player exited the market, we gained

incredible staff and loyal customers who have

significant traction. In town, we’ve been able

believed in us year after year. Risk and sacrifice

to capitalize on multi-unit projects and provide

are never easy, but they are essential ingredients

excellent service to homeowners. Meanwhile, our

for growth and long-term success.

PRO Dealer // Q1 2025

PD-Q1-25-LucLeger.indd 42

Hardlines.ca

2025-02-19 1:34 PM

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2025-02-18 4:26 PM

RTM HOMES

BY STEVE PAYNE

THE GOLDEN FUTURE OF RTM HOMES Canada is looking for an extra 3.9 million home starts in seven years.

How’s that going to happen? Pre-fab units, your time has come!

The Canada Mortgage and Housing Corporation

That’s the magnitude, in two numbers, of the

(CMHC) has published a famous number which

labour crunch that awaits the home building indus-

everybody loves to cite. We need 3.9 million home

try. We need to almost triple the production of our

starts—over and above expected production—by

housing—with 17,000 fewer workers to do it—over

2031, the federal agency says.

the next seven years. We need to reach 800,000

BuildForce Canada, a national statistical agency

housing starts a year. The current pace is 250,000.

for the construction industry, has another daunting

44

number. It says that 134,000 residential construc-

A SIGNIFICANT CHALLENGE

tion workers will retire over the next decade. They

“We’re facing a significant challenge,” says Doug

will be partially replaced by only 117,000 onsite

Keeling, director of business development for

labourers and trades, studies show.

Castle Building Centres Group. “We’re continuing to

PRO Dealer // Q1 2025

PD-Q1-25-Modular.indd 44

Hardlines.ca

2025-02-18 6:15 PM

“

We need to reach 800,000 housing starts a year, CMHC says.

The current pace is 250,000 annually. lose skilled tradespeople, and we’re not replacing

store, this would be it. Its five divisions include

them quickly enough. Even maintaining the trad-

the main Warman Home Centre, plus Warman

itional pace of building 250,000 homes annually will

Homes, Warman Cabinets, Warman Metals, and

be difficult, let alone reaching 800,000 a year. It’s

Warman Truss.

simply not feasible.”

If it’s not doable, then what is going to happen?

BIG REVENUES

Basic economics says that the pressures on the

Rennai and Holst sold the business, Reho Holdings,

housing supply will mount and prices will move

to a management-led buyout using financial muscle

higher. Solutions will be sought by consumers. One

from the Golden Opportunities Fund, an affiliate of a

of the beneficiaries of the situation will be RTM

pension fund in Saskatchewan, in 2012.

(ready to move) home builders. And one of the

At the time, Golden Opportunities published

best examples of that, a Castle member, is Warman

that Reho had annual sales of $80 million and 185

Home Centre in Warman, Sask., north of Saskatoon.

employees, making the most of Warman’s status

Warman’s home manufacturing operation dates

as one of the first “bedroom communities” serving

back to 1984, when the owners of the home centre,

Saskatoon, 20 km south. Jobs were plentiful in the

Frank Rennai and David Holst, started their Warman

city, it was an easy commute, and land prices were

Homes business, including RTM homes.

lower—the perfect place to build a pro yard.

If you were to imagine a successful home centre

The move away from higher-priced retail in Sas-

with all the conceivable offshoots from the retail

katchewan’s cities, to more rural areas, has driven

Warman Homes Mt. Averill

Hardlines.ca

PD-Q1-25-Modular.indd 45

Q1 2025

// PRO Dealer

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2025-02-18 6:15 PM

RTM HOMES

Warman Homes The Fairmont

the RTM homes business, says current president Rick Casavant.

“The RTM business has been strong. It’s very

tion can be up to 50 percent faster than site-

onsite building in secondary markets, Casavant

built homes, and costs can be 20 percent lower,

told Pro Dealer.

according to a report from management consulting firm McKinsey. The Modular Building Institute,

Casavant says there are Warman Homes’ employees

an organization in Charlottesville, Va., says the

that go right back to the founding of the business 40

market share in Canada of modular structures sur-

years ago. “We can employ people and keep them

passed six percent of total square footage in 2022,

employed,” he says. Whereas onsite builders go

three times what it was in 2015.

through cycles of boom and bust, Warman Homes

“

The factory-built housing opportunity is bigger

has been steady. It ships RTM homes to all three

than RTM homes, obviously. Panelization, where

prairie provinces plus the northern United States.

whole walls and roof systems are prefabricated

The advantages of RTM homes are that construction can be up to 50 percent faster than site-built homes.

PRO Dealer // Q1 2025

PD-Q1-25-Modular.indd 46

The advantages of RTM homes are that construc-

hard to get the contractors to leave the cities,” for

A pre-fab operation requires labour, too. But

46

BUILDING FIFTY PERCENT FASTER

similar to truss plant operations, has been the stock in trade of companies like All-Fab, in Western Canada, for a long time. Yet modularization and panelization have traditionally been outgrowths of lumber dealers, not standalone manufacturers.

As the statistics show that we need to dramatically ramp up the speed of housing construction, there will be opportunities for RTM home builders to expand into factory-built components heading to on-site builds.

“We are looking at it,” Casavant says.

Hardlines.ca

2025-02-18 6:15 PM

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2025-02-18 4:28 PM

GOVERNMENT

BY JOHN CAULFIELD

GETTING GOVERNMENT WORK The key for dealers is knowing which pros are active in pursuing publicsector projects

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PRO Dealer // Q1 2025

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2025-02-18 6:20 PM

“

Government-funded projects account for up to 12 percent of annual revenue for Senso Group Building Supplies, a pro dealer in Toronto.”

Hardlines.ca

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2025-02-18 6:20 PM

GOVERNMENT

In 2023, Canada’s national and provincial

lifting in terms of negotiating contracts with the

governments spent more than $33 billion on

government for materials and labor. Senso typically

building construction and infrastructure through

provides materials for the building envelope, and

the “Investing in Canada Infrastructure” program.

the majority of those construction or renovation

That program had committed over $180 billion for various projects across the nation, according to the latest available data.

Funding is delivered through bilateral agree-

projects are hospitals and schools.

It helps that Senso, an AD member, has been in business for 35 years, so most of its public sector orders come from word-of-mouth contacts.

ments between the federal government’s Housing,

Still, pro dealers that want to expand their sales

Infrastructure and Communities Canada agency,

as suppliers to government projects should promote

which tracks the status of projects, and each of the

themselves to that end. They need to consider the

provinces and territories. The amount—which prob-

transportation, protocol, and inventory implications

ably doesn’t reflect the full extent of government

of shipping to what are usually large and complex

spending in this sector—indicates that there’s a lot of

projects that might have some funding and schedul-

cash floating around out there for building materials

ing quirks.

suppliers to tap into.

Capturing a piece of that pie can add substantially

“Getting government work depends on who lands the contract, and we hope it’s one of our customers,”

to a pro dealer’s business. For example, product

says Paul Mutter, purchasing manager for Merkley

shipments to government-funded projects account

Supply in Ottawa, which specializes in masonry.

for between seven percent and 12 percent of annual

One of his company’s bigger recent supply projects

revenue for Senso Group Building Supplies in

is the rehabilitation of the Centre Block of the Par-

Toronto, Ont., according to its president Cynthia

liament Buildings in Ottawa. When it’s all finished by

Prazeres-Mare.

2031, it will have cost taxpayers between $4.5 billion

Like many pro dealers, Senso gets this business

and $5 billion. The project is the largest and most

through its contractor customers that do the heavy

complex heritage renovation in Canada’s history.

The Gordie Howe International Bridge project bridge and Canadian port of entry progress as of December 2024.

Photo credit: Windsor-Detroit Bridge Authority

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GOVERNMENT

“

One of Merkley Supply’s recent projects is supplying the masonry for the renovation of Centre Block of the Parliament Buildings in Ottawa.

It’s almost a $5 billion renovation.

Merkley Supply is working with Atwill Morin,

Standing Offer, or a Request for Supply Arrange-

which specializes in masonry restoration; and the

ment. In a standing offer, the prices are preset; sup-

general contractors PCL and Ellis Don Construction.

ply arrangements allow government departments

The project, which is scheduled for completion by

to solicit bids from pools of prequalified suppliers.

2031, is being managed by the federal agency Public

In the event a supplier wants to introduce a new

Services and Procurement Canada, which handles

product as part of its contract, that product needs to

goods and services purchasing.

be vetted for approval through the Canadian Con-

Mutter says this project’s biggest challenge is meet-

struction Materials Centre, which applies criteria

ing the expectations of its architects—HOK, in associ-

for safety, manufacturing, composition, perform-

ation with Architecture49, DFS, and ERA Architects—

ance, usage, and maintenance. The product’s com-

for bricks that match the building’s 1920s-era exterior.

pliance with an applicable building, fire, plumbing, and energy codes is regulated at the point of use.

HOW TO GET STARTED While there are exceptions of pro dealers that bid

PROVING YOU’RE CAPABLE

for government contracts directly, most prefer to

Canadian Commercial Corporation (CCC), the

participate as a supplier for contractors, thereby

government-to-government contracting agency,

avoiding the red tape involved in the bid process.

asserts that it’s a “must” for a goods or services

According to the federal government website

provider to promote itself as a capable govern-

CanadaBuys (www.CanadaBuys.canada.ca), poten-

ment supplier. It states, too, that suppliers have a

tial bidders need to set up an SAP Business Network

better shot at bidding initially on contracts valued at

account, and provide their Canada Revenue Agency

$25,000 or less, partly because they can be selected

(CRA) business number. For contracts that aren’t

on a competitive or noncompetitive basis.

processed through the network, bidders need to

CCC notes that the lion’s share of government

register via the Supplier Registration Information

contracts still goes to small businesses, with the

(SRI) website with a Procurement business number.

value of those contracts valued at $1 million or

It’s advantageous to also be registered with SELECT, a database of prequalified suppliers. SELECT

though, that margins on shipments related to gov-

is used to invite suppliers to bid on real estate and

ernment-funded project orders can depend on the

construction services valued below $100,000. (Can-

length of the contract. When Pro Dealer interviewed

adaBuys publishes notices of tender opportunities for

her in November, Prazeres-Mare said her yard was

goods over $25,000 and services over $40,000.)

still storing inventory for an order that had been

The solicitation of bids and quotes from potential suppliers is usually conducted through an Invitation to Tender, a Request for Proposal, a Request for

52

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PD-Q1-25-GovWork.indd 52

less. Prazeres-Mare of Senso Group points out,

placed last summer.

This process can also be frustrating in its inconsistency for pro dealers.

Hardlines.ca

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GOVERNMENT

“

Advanced Building Materials lobbies the government “as much as possible,” mostly by targeting employees like engineers “who can help us.”

And Ottawa, of course, almost always has government projects in the works, including the $192 million construction of a new library and archives building, and expanding Ottawa Hospital’s campus.

Mutter says his company hasn’t needed to make any substantive changes, in manpower or to its delivery fleet, to stay in the game and handle order shipments from government contracts as they arise. “It’s all about management and timelines,” he explains.

“THE MONEY IS ALWAYS THERE”

Building Supply, a TIMBER MART member based in

Advanced Building Materials in Sarnia, Ont., another

Port Carling, Ont., says his company used to supply

TIMBER MART member, has about one percent of its

lumber for the occasional bridge project. Sifft says

business going into government-funded projects,

that the government has made it tougher for con-

says its owner, Norm Williams.

tractors to bid with its “crazy” insurance and bond

Advanced differs from the other pro dealers

requirements, and all the paperwork that’s involved

contacted for this article in having bid directly with

to register as a vendor.

government agencies such as Parks Canada and the Ministry of Transportation in Ontario.

ger pro companies in Greater Toronto that, says Sifft,

Williams said contracts like these are for very

are willing to bid low for contracts “and hope they can

specific products; e.g., for Parks Canada, Advanced

make up the difference through change orders.”

has supplied Ertec Environmental’s species-at-risk

Competition for government contracts is definitely

exclusion fencing. (Drainage and erosion control are

a factor, at a time when government spending on

among Advanced’s specialties. It is currently supply-

construction projects has dipped a bit in recent years.

ing a large road development that will run through

Some big regional distributors, such as Doman Build-

an Indigenous-owned reservation that requires

ing Materials Group, are said to be active players in

more environmental protection than a typical infra-

this supply sector. And U.S. vendors are also seeking

structure job. Advanced provides that protection.)

to expand their business from Canada.

In a report it published in 2022, the information

He said to get government contracts—or at least get on the government’s radar—Advanced lobbies

solutions firm Deltek estimated that U.S.-based

the government “as much as possible,” mostly

vendors receive between 25 percent and 35 percent

by targeting employees like engineers “who can

of all Canadian public-sector spending, and that

help us.” And for larger-scale supply contracts,

construction is the second-largest among five

Advanced might need to beef up its inventory so

industries to which U.S. suppliers are guaranteed

that the government job doesn’t disrupt Advanced’s

access in Canada via the World Trade Organization

regular business with pros.

Agreement on Government Procurement.

While government contracts are a minuscule part

Mutter says that Merkley Supply, which has been

of Advanced’s sales, Williams says his company

in business for 65 years, doesn’t shrink from compe-

would like to attract more of this business, noting

tition for supplying government projects. “If a new

that “the money is always there.”

PRO Dealer // Q1 2025

PD-Q1-25-GovWork.indd 54

first because we’re the number one choice in town.”

Jason Sifft, president of Muskoka Lumber and

Local small contractors must also contend with lar-

54

contractor came into this market, they’d come to us

Hardlines.ca

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DIGITAL MARKETING DIGITAL MARKETING

SOCIAL MARKETING FOR THE PRO DEALER

Two dealers show the rest of us how to do digital outreach to customers. The first piece of advice: don’t get hung up on ‘paralysis by analysis’

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BY SARAH McGOLDRICK & GEOFF McLARNEY

Hardlines.ca

2025-02-18 6:26 PM

“

There has been a societal shift in how consumers—including contractors—receive information.

The digital marketing space reflects

the best way to reach consumers that will generate

end-user tastes and trends—and that includes the

sales. YouTube may be the most popular space to

tastes and trends of contractors. Platforms such as

learn about products, but in Canada, Facebook is

TikTok and Instagram not only tell consumers about

the space where the most social-shopping trans-

the latest products and deals but also provide a

actions begin.

space to make purchases and infl uence other buyers about their choices.

In this article we look at two powerhouses of

AN INDUSTRY LEADER IN SOCIAL OUTREACH

digital marketing, independent dealers who excel

Jonathon Stephenson is director of marketing and

in catering to contractors: The Elmwood Group,

design operations at the Moncton, N.B.-based Elm-

a multiple-outlet Home Hardware dealer in New

wood Group. This business is an eight-unit oper-

Brunswick, and Quincaillerie Laroche-Tremblay, a

ation that incorporates six Home Hardware Building

Castle dealer in Quebec.

Centre stores, a design centre, a furniture sales

Social shopping, as it has been dubbed (it is also

operation, and more.

called social commerce) now generates in excess of $5 billion dollars in retail sales in Canada. The exact proportion of social shopping in the $61 billion home improvement industry is unknown, but contractors are enthusiastic users of social media. And confidence continues to rise in social shopping, with 47 percent of Canadians reporting they have bought goods or services through social media.

Photo: Uproar Productions

To meet this demand, businesses are putting their marketing dollars into digital media. Choosing the right platform often remains the biggest barrier to entry as companies grapple with understanding Jonathon Stephenson is director of marketing and design operations at the Moncton, N.B.-based Elmwood Group.

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DIGITAL MARKETING

Xxxx

Elmwood Group’s YouTube channel featuring their Here’s How Podcasts.

Stephenson met the third-generation dealer owner

media company that was interviewed about creating

of Elmwood Group, Luc Léger (who is featured on the

content, and an insurance expert talking about risk.

cover of this issue and is interviewed on page 30) at

A repeating feature of the podcast is called Blue-

the University of Moncton, where he developed an

prints Without Boundaries. It features interviews

interest in digital marketing. Léger calls Stephenson

with customers about home renovation and cottage

“the strategy” when it comes to digital marketing.

building in southeastern New Brunswick.

The business has found new ways to use social

“We do about two episodes a month [of our pod-

media tools like TikTok, Instagram, and Facebook to

cast], and then we kind of accentuate that with Insta-

build customer loyalty and grow sales.

gram and TikTok,” Stephenson said. “There we are

Stephenson told Pro Dealer that the Elmwood

primarily doing just our video content. We’ve been

Group has reached almost 100 percent digital mar-

focusing quite a bit on doing some pretty cool cam-

keting penetration, with Facebook remaining the

paigns for video. So those are all original pieces that

company’s top platform of choice. The business also

we create there,” he said, adding these spaces are

recently added a podcast that is designed to reach

where the business is establishing its digital identity.

out to its customer base in ways that don’t always

The company is also squarely focused on brand

include home improvements, furniture, or design—

building, something he says a lot of dealers struggle

which is a stroke of genius, as it turns out, since it

to do on their own. Stephenson pointed out that there

attracts a wider audience.

has been a societal shift in how consumers—including

Léger calls Elmwood’s podcast series “like a local newspaper, only just for us.” It has recently fea-

may seem overwhelming, he suggests starting small

tured, for example, Stephenson’s interview with an

and building on one platform before branching out.

Acadian film company that Elmwood counts among its customers.

Other recent episodes have included interviews with two hospitality industry entrepreneurs, a

58

contractors—receive information. Though the task

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PD-Q1-25-DigitalMarketing.indd 58

“For us in Moncton, we’ve had a population growth that, I think, is the biggest increase by percentage in Canada. So, we’re obviously focusing on trying to tap into that market of newcomers.”

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DIGITAL MARKETING

“

The Elmwood Group does two episodes a month of its podcast, which are given a boost with Instagram and TikTok.

making it more relatable motivates consumers to take on home projects.

His team also added a podcast to their list of digital marketing tools with dealer-focused information featuring industry experts. The episodes run for approximately 90 minutes, and the company shares full-length and short clips across their social media platforms, creating countless opportunities for content.

Stephenson doesn’t think there is any other dealer

JUST TWO MARKETING GUYS

with a podcast that’s specifically focused on weaving

In an effort to reach a wide range of consumers,

home improvement content with non-home improve-

Stephenson and his team created a YouTube feature

ment content. The name of the Elmwood podcasts

that allows them to become DIY-ers. They are given

that are about home improvements is, deliberately,

a project, similar to what a customer may encounter,

Here’s How, which is the slogan for Home Hardware.

and then they begin putting the project together.

Other passion projects demonstrate how you can

He said their ideal listener is someone who is at a crossroads in their career, such as a recent grad

take the ordinary and make it extraordinary. One

or someone looking to take that next step in their

project featured was a DIY bus flip that transformed

career journey. The goal of the podcast is to offer

a vintage bus into a house on wheels.

broad insight to any listener.”

“I think it’s pretty cool with this campaign specificthese projects and going through their own DIY jour-

MAKING AN EMOTIONAL CONNECTION

ney of being guys that don’t really know a lot about DIY

“We’re trying to show that the path to success,

but are trying to learn as they go,” Stephenson said.

whether it’s in our industry or not, there are many

He added that many companies make their DIY

ways to get there. Each person that comes onto

ally, as we were just the two marketing guys trying out

demonstrations out of reach to the average con-

the show, we asked them, how did you do it? I think

sumer with “over the top projects.” He said that

that’s a cool way to connect with stories that are

Elmwood Group’s Instagram

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DIGITAL MARKETING

Quincaillerie Tremblay Laroche’s Instagram

in our community. But also, again, make our brand

mends starting with one, whether it be Facebook,

relatable to something that someone might have

Instagram, or TikTok and expanding from there. Ste-

had an emotional connection to, and I think that’s

phenson suggests starting slow, posting one piece

really what’s powerful.” he said

of content per week.

The one roadblock that fellow dealers will face

“A dealer could start in 2025 and say, ‘Hey, I’m

who are just starting out is “paralysis by analysis,”

going to post one time a week.’ At the end of the

Stephenson said. He said the way to get started in

year, they will have 52 pieces of content. I’m sure

the digital marketing space is to simply dive right in.

they’ll be really proud to see where they got to.”

“My one piece of advice is, pick one thing that you feel most comfortable doing, whether it’s taking a

PHYL LIQUIDE

photo, whether it’s taking a video or whatnot, and

One young retailer in Quebec, who bought into this

start there. It’s a humbling experience, obviously,

family’s store when many small businesses were

but once you put it out there, learn from the feedback

coping with succession challenges, has lit up social

that you get on any of your social media platforms.”

media with his charismatic sales pitches.

I started doing this when Facebook started, so in

Phyl Liquide (as in liquidation) is the online per-

2007, and if I look back at the content that I used to

sona of Phylip Savard-Tremblay. With his father,

create there, I would cringe looking at it.”

Marc Tremblay, he is co-owner of Quincaillerie

He said many businesses get hung up on what the

Tremblay Laroche, doing as business as QTL, in

right kind of content should be. Instead, he recom-

Métabetchouan-Lac-à-la-Croix, on the shores of Quebec’s Lac Saint-Jean. Savard-Tremblay won the Outstanding Retailer Award for Young Retailer of the Year last year.

The liquidation department opened in 2022, with Phyl Liquide as its social media spokesperson and sales proceeds invested in local community organizations. As Savard-Tremblay describes it, driving discount sales through digital platforms was an intuitive step.

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Hardlines.ca

2025-02-18 6:26 PM

Phylip Savard-Tremblay is co-owner of Quincaillerie Tremblay Laroche in Métabetchouan-Lac-à-la-Croix, on the shores of Quebec’s Lac Saint-Jean.

“How do you attract customers into the store?

They’re at home. And what are they doing? They’re on social media networks!” Thus, Phyl Liquide was born.” He now posts a video under the alias of Phyl Liquide every Monday.

“It was the pandemic, so everyone was saying home, respecting the rules,” he recalls. “All that led me to pitch it to my father and his associate: maybe we could make videos on Facebook and try to see if that draws people into the store” to buy up unsold inventory.

Father and son then expanded into Facebook Marketplace, and the Phyl Liquide moniker soon

system, requiring no additional staff. “People look for

followed. “We clicked on the camera, started

deals on Marketplace, and it’s one of the best places

the video, and that’s when the name practically

to find new customers,” says Savard-Tremblay.

appeared, and it stuck.”

THE SIGNATURE SIGN-OFF

“people from Quebec City, Montreal, Gatineau, the Beauce, and beyond have been showing up at our

He says his signature sign-off, “Hé, à tantôt!” (Hey,

store to pick up our products or have them deliv-

see you soon!”) developed after a few videos, as the

ered. It’s totally crazy!”

“pressure to continue fine-tuning” rose. Under his

Each week, Phyl Liquide’s latest video goes live at

guidance, the business moved from posting once a

6:30 a.m. “There’s no shortage of subjects: liquid-

month to once daily.

ation videos, product presentations, staff recruit-

The role is a natural combination of Savard-Trem-

ment.” Often, he says, “customers are talking to us

blay’s talents: not only has he been working in the

about it when we open our doors at 8 o’clock!” Cus-

store since he was 14, but he also studied radio

tomers “come into the store looking for Phyl Liquide

broadcasting in college.

and wanting to talk” to him.

His preference for social media extends to

At QTL, just over half of the business comes from

marketing, where the store focuses its efforts on

contractors or industrial clients, compared to about

platforms like Facebook Marketplace more than

70 percent at the Elmwood Group. Is there a theory

traditional media.

that makes pro stores more amenable to social

“We prefer to invest in Facebook rather than radio Photo: Marc-André Couture

Since the store joined the platform, he adds,

media marketing?

or TV. Since then, we’re sure that our advertising is

Léger says that often, professional contractors

reaching our customers and people from our area,

are themselves very effective digital marketers.

instead of outside of it, which is the case with tele-

So it’s simply a question of following their activities

vision.”

and posts and promoting them on the dealer’s own

It’s also an efficient way to offer sales online without the responsibilities of a traditional e-commerce

Hardlines.ca

PD-Q1-25-DigitalMarketing.indd 63

channels. After all, a customer is a customer is a customer.

Q1 2025

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2025-02-18 6:26 PM

BUILDING CODES

BY GEOFF McLARNEY

CODES AND STANDARDS As advances in green building technologies develop, standards for building envelopes are getting higher. Jeld-Wen’s LISA BERGERON spoke to Pro Dealer about how window and door manufacturing is keeping pace.

Changes are coming to the energy standards for building construction in Canada, and

and door manufacturing sector in dialogue with

Jeld-Wen Canada is looking to stay ahead of the

the department. “Our job as a committee is really

curve. Lisa Bergeron, the door and window maker’s

to advise [Natural Resources Canada] on what the

director of business development and government

next criteria should be,” Bergeron explains. “But

affairs, sat down with us to talk about what’s next

it really is consultative. We can recommend all we

for energy efficiency in homebuilding.

want; at the end of the day, the government decides

Building construction in Canada is guided by two

64

what they want to do.”

sets of standards: a regulatory framework of min-

With an Energy Star qualification, businesses can

imum criteria, and the voluntary industry program

market their products as meeting the highest level

Energy Star. The latter’s criteria have not been

of standards for energy efficiency, exceeding the

updated since 2020, Bergeron explains, prompting

mandatory regulatory minimums. Because gov-

Canada’s Department of Natural Resources to revive

ernments have strengthened their criteria, manu-

the Energy Efficient Fenestration Steering Committee.

facturers have had to respond by adapting their

PRO Dealer // Q1 2025

PD-Q1-25-Windows.indd 64

The body represents stakeholders in the window

Hardlines.ca

2025-02-18 6:30 PM

product offerings, in turn raising the bar for the top

in January 2027. “Historically they have been

products in the field.

giving 18 months for manufacturers to adapt to the

Natural Resources Canada, Bergeron says, has historically wanted Energy Star to comprise “the

new criteria,” including any changes to packaging and labelling.

top 25 percent of the products sold. I believe that

“So we would expect that sometime in June 2025

as the energy requirements for code get ramped

we would have criteria pretty much ready for publi-

up, so does the product selection and offering in

cation to be enacted in January 2027.”

Canada. So, that’s why the criteria need to always be improved.”

In Quebec, she points out, homes must use Energy Star-approved windows in order to qualify for funding under the province’s Novoclimat pro-

ENERGY STAR

gram. Otherwise, Energy Star is entirely voluntary.

Based on discussions with Natural Resources

Canada’s National Building Code is the model

Canada, Bergeron says the expectation is that

which serves as the basis for provincial building

new Energy Star standards would come into effect

codes. These codes set bare minimums for what

Hardlines.ca

PD-Q1-25-Windows.indd 65

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2025-02-18 6:30 PM

BUILDING CODES

“

The National Building Code of Canada sets bare minimums for what Bergeron calls ‘the lousiest home you can build without going to jail.’

Six provinces have adopted that code as-is.”

Bergeron calls “the lousiest home you can build

would be traditionally heating mode. So, even in the

without going to jail.”

winter, you would find that some rooms could over-

In six provinces, the code has been adopted as-is.

British Columbia, Alberta, Ontario, and Quebec

heat if you were relying only on windows that would help that have high solar gain.”

have provincial codes based on the model, though

As Jeld-Wen’s point person for government

municipalities in Quebec are not obliged to adopt its

relations, Bergeron was party to negotiations about

code. But recently, Bergeron says, all provinces and

building code standards for windows and doors that

territories have signed on to an agreement to

will make homeowners, especially seniors,

adopt a harmonized building code.

safer from the risk of overheating. “The new

“We are in public review right now for the

proposed solar heat gain cap was modeled

2025 code,” Bergeron explains, with publi-

on our industry’s data and modeling work.”

cation slated for the end of the calendar year.

The new harmonized code will be struc-

“The harmonized code now has different committees and different sectors that they’re

Lisa Bergeron

looking at,” among them energy efficiency.

“We expect it to be some time in 2027 for it to be

tured into tiers, from a bare-minimum Tier 1 to Tier 5, which Bergeron defines as “net

zero or net zero-ready.” This builds on current practice in B.C. but is a novelty elsewhere in the country.

adopted nationally. The provinces and territories

“Once that tier system has been put in place,

have all agreed to adopt the [harmonized] code by

municipalities could mandate that in their jurisdic-

18 months after the 2025 publication.”

tion, you need to meet Tier 3 or 4. Some municipalities might require builders to build in the upper

A SOLAR HEAT GAIN CAP?

echelons.”

One aspect of homebuilding under consideration

The updates to the code mean that the Energy

is standards for solar heat gain, which Bergeron

Star program will have to step up its game on an

defines as “the ability of a window or a glass to

accelerated timeline. “The adoption of a new code is

absorb heat from the sun.” This can be helpful, as

going to force better energy requirements for build-

“it allows you to utilize the sun in winter to warm

ings as a whole,” says Bergeron, including for

your home.”

windows “which are obviously a big part of the

At the same time, it can present challenges.

building envelope.”

“As houses become more efficient, the envelope becomes more efficient, and window-to-wall ratios or size of windows are increasing. It’s becoming a problem where there’s overheating even in what

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Jeld-Wen DF Hybrid window

Hardlines.ca

2025-02-19 1:40 PM

MARCH

18 - 20 2025

LAS VEGAS CONVENTION CENTER

www.nationalhardwareshow.com

THE EVENT THAT UNITES THE INDUSTRY

NEW How Women Rise and NHS Conference for 2025!

NHS is the only industry event that unites the entire home improvement community. Whether you’re looking to connect with customers, peers and colleagues, discover the latest trends in the home improvement industry, or explore new products and innovations – your experience at NHS will provide you with the tools to grow your business.

REGISTER FOR A FREE EXPO PASS AT WWW.NHS2025.COM/HARDLINES

SCAN TO LEARN MORE ABOUT NHS!

FOLLOW US ON SOCIAL:

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2025-02-18 4:32 PM

BUILDING CODES

Previously, for Energy Star, “the changes had

to look at trying to build homes that will stand up to

been every five years, so this is the first year that

the modeling that the government has put together,

we’re actually going faster [than] the five-year

more resilient houses that will be able to stand the

mark.”

test of time.”

For Bergeron, reviewing both

“It is not going to cost less.

regulatory and voluntary stan-

But the cost of having to rebuild,

dards is a timely exercise.

or having to replace earlier,

“Climate change is obviously

because you haven’t built

real, and flooding is also a

to better standards? That’s

problem. There’s no better time

probably a bigger cost.”

HOW A BUYING GROUP SELECTS A WINDOW VENDOR

“When evaluating any vendor partner, it’s critical for us to consider several key factors to ensure a successful partnership that meets both current and future needs.”

John Magri, director of programs at Winnipeg­

He said his company assesses vendors based on

based Sexton Group, recently gave his take on how

traditional specs, such as if they are offering com-

his group chooses which window manufactur-

petitive pricing, while ensuring a high-quality

ers to partner with.

product. With the implementation of new

“As building codes evolve, [window] innov-

building codes, products will also have to

ations are pushed further to meet stricter

reflect innovation that matches these new

performance standards. The 2030 building

requirements. This includes evaluating how

code targets are driving window manufacturers to develop even more efficient solutions,”

John Magri

Magri said.

“Sexton will also review how well the vendor can support our members throughout the entire pro-

ural light while minimizing heat loss or gain, and

cess, from the initial quote to supply and service. A

innovations like smart windows that can adjust their

strong vendor partner should offer responsive cus-

transparency based on temperature and sunlight.”

tomer service, assist with product selection, help

Magri points to several features and innovations

streamline the ordering process and ensure timely

in window technology that are helping manufactur-

delivery. They should also be equipped to manage

ers meet and exceed building code standards.

complex or large-scale quotes and orders,” he said,

“Some of the key features improving code

adding this song with warranty and after-sale service helps drive the company’s product choices.

glass units, and the use of gas fills between glass

“We discuss the vendor’s investment in product

frames,” he said, adding that these are some of the

innovation. A forward-thinking vendor should be

key features used by Sexton Group when choosing

continually innovating their product line,” he said.

the right vendor partner.

PRO Dealer // Q1 2025

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efficiency, durability, and performance.

“These include windows that maximize nat-

adherence include Low-E glass coatings, insulated

68

vendor products compare in terms of energy

—Sarah McGoldrick

Hardlines.ca

2025-02-18 6:30 PM

ATTENTION DEALERS:

HARDLINES NEEDS YOUR HELP! Scan the QR code below to fill out our annual survey and receive a $20 Tim Hortons gift card. Plus, a chance to win a ticket for the 2025 Hardlines Conference in Banff, Alberta.

Hardlines is committed to providing you with the information, connections and support you need to be a strong retailer. But to do that, we need your help. Please take a few minutes to fill out our annual survey. The information we pull from it will enable us to keep you informed about trends in your business. The survey will take no more than 5 minutes—and your input is completely anonymous.

SCAN HERE

Rules: Dealers and store managers only. One survey application per person. Each applicant receives a $20 Tim Horton’s gift card. One lucky winner receives two nights’ accommodation at Fairmont Banff Springs, one 2025 Hardlines Conference ticket, and one Outstanding Retailer Awards Gala ticket. (Travel and transportation are not included.)

OCTOBER 21 & 22, 2025 | FAIRMONT BANFF SPRINGS, BANFF, AB

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2025-02-18 4:32 PM

FROM THE PUBLISHER

PROUDLY SUPPORTING CANADIAN YARDS This country leads the world in the quality of its

independent GSDs, LBM dealers, and pro specialists

BY DAVID CHESTNUT Publisher

“

HARDLINES INC. david@hardlines.ca

From a fellow New Brunswicker, congratulations to Luc Léger and his team.

Canadians are not the most boastful citizens on the planet.

everything about Canada that makes it special.

But given the news events of the first quarter, it

and bicultural? Check. Family business but big

seems our fervent patriotism has finally woken up.

business? Check. Proudly Canadian? Check.

Who would have thought that it would take Donald Trump to unite Canadians?

When it comes to our industry, we have some of the best operators when it comes to pro yards.

Digital leadership? Check. Completely bilingual

From a fellow New Brunswicker, congratulations to Luc and his team for making Canada proud.

We will feature other great Canadian pro yards in the issues ahead.

If you turn to page 4, where we list our Editorial Advisory Board, you’ll see a roster of some of the greatest family businesses serving contractors in the world.

One of them, Luc Léger, graces the cover of this issue. Elmwood Group is not only one of the top Home Hardware dealers in the country, it defines

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PRO Dealer // Q1 2025

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Hardlines.ca

2025-02-18 6:33 PM

A P P LY F O R T H E 2 0 2 5 O U T S TA N D I N G R E TA I L E R A W A R D S

Do you have a great pro yard?

Apply for an Outstanding Retailer Award!

2024 PRO DEALER OF THE YEAR

Mission Building Supplies (Castle Building Centres Group) Jaques Desrosiers, Johns Manville (award sponsor); Don and Nicole Clement, Owners; Yanick Miron, Taiga Building Supplies (award sponsor)

CATEGORIES TO ENTER:

• Best Hardware or Paint Store (any size) • Best Building Supply/Home Centre (under 15,000 square feet) • Best Building Supply/Home Centre (over 15,000 square feet) • Young Retailer of the Year (a store owner or manager 35 or under) • Marc Robichaud Community Leader • Best Large Surface Retailer (over 65,000 square feet) • Pro Dealer of the Year

Visit www.oras.ca for more info. Deadline for entries is June 13, 2025.

SEE YOU THIS FALL IN ALBERTA

Fairmont Banff Springs, Banff, Alberta

October 21 & 22, 2025 In collaboration with WRLA

HARDLINESCONFERENCE.CA Hardlines-ORA-ProDealer-CallEntry.indd 71

2025-02-18 4:34 PM

AD INDEX

ADVERTISERS Q1/2025 Arxada

53

JELD-WEN

61

Auto-Stak

41

Johns Manville

27

BMR

9

Leviton

5

BP Canada

17

MAX USA

21

Castle Building Centres Group

76

National Hardware Show

67

Cloverdale Paint

29

Orgill

2, 3

arxada.com autostak.com bmr.ca/becomeadealer bpcan.com

youarethebrand.ca

cloverdalepaint.com

Diablo Tools

jeld-wen.ca jm.com

leviton.com maxusacorp.com nationalhardwareshow.com orgill.com

31, 55

Saint-Gobain

36, 37

Doman Building Materials

15

Sexton Group

47

Dupont

59

Taiga Building Products

75

GSW

51

TIMBER MART

23

69, 71, 73

Westman Steel

43

diablotools.com domanbm.com dupont.com gsw-wh.com

Hardlines Inc. hardlines.ca

Home Hardware Stores home-owner.ca

saint-gobain.com sextongroup.com taigabuilding.com

timbermartmember.ca westmansteel.com

13

2ND QUARTER 2025

IN THE NEXT ISSUE: DELIVERY AND FLEET MANAGEMENT

PRO Dealer

PLUS:

AD RESERVATIONS: April 4, 2025

• Pro Dealer of the Year • Insulated Concrete Forms • Should You Own a Truss Plant?

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PUBLICATION DATE: May 15, 2025 AD MATERIAL DUE: April 18, 2025 PUBLISHER: david@hardlines.ca ACCOUNT MANAGER: shannon@hardlines.ca

Hardlines.ca

2025-02-18 6:32 PM

GET TWO ADVANTAGES Pro Dealer is for pro specialists!

Just like the title suggests, it’s a business magazine expressly conceived for contractor specialist yards, GSDs, and any other resellers who serve the pro market—residential or commercial.

This brand-new monthly e-news vehicle is the digital complement to Pro Dealer magazine. Each issue features: • stories on methods for driving profits in your business • studies of successful pro dealers • insights into the economic trends and business conditions that affect your sales • new products and innovations for your pro customers

NOT GETTING YOURS?

These must-have publications are FREE to you as an industry professional. Scan the QR code or visit www.prodealer.ca to sign up!

FOR ALL INQUIRIES PLEASE CONTACT

David Chestnut, Publisher, david@hardlines.ca

www.prodealer.ca Hardlines-ProDealer-Subscribe.indd 73

2025-02-19 4:35 PM

THE CHALLENGE

ICE ROAD TRUCKERS How a RONA dealer in northern Ontario moves 25,000 lbs of freight across a frozen river THE CHALLENGE Deliver hardware, lumber packages, and groceries across the Moose River.

“

THE PRO DEALER RONA GG’S Building Centre (Moosonee and Moose Factory, Ont.)

THE CUSTOMER Any of the hundreds of contractors building in the far north.

THE JOBSITES From hard-to-access “local” projects to construction sites 1,000 km north.

2,500 people rely on those goods to be there.”

—ROB FARIES

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TWO STORE RONA DEALER

Hardlines.ca

2025-02-18 6:34 PM

Smart Looks, Smarter Build.

Elevate your exterior with LP® SmartSide® Lap in brushed smooth texture. 16’ lengths mean faster, more efficient installs, while 16 colour options maintain your style.

Helps protect against impacts from hail and resist termites and fungal decay— combining strength and beauty in one smart solution.

LP® SmartSide® products are available through Taiga Building Products, giving customers certainty with every product, every time.

Browse our full selection at taigabuilding.com LP, SmartSide, ExpertFinish and associated logos are registered trademarks of Louisiana-Pacific Corporation.

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2025-02-18 4:35 PM

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