Wolf Announces Aggressive Plan To Expand Service Territory

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Wolf, the largest supplier of kitchen cabinets in the U.S. and a leading provider of composite and PVC decking, railing, trim and other building products, announced today that by the end of 2010, the company will expand its service area to include kitchen and building materials dealers along 25 East Coast states

We have a great model, great people and a great story to tell.

Wolf, the largest supplier of kitchen cabinets in the U.S. and a leading provider of composite and PVC decking, railing, trim and other building products, announced today its aggressive new strategy for growth.

By the end of 2010, the company will expand its service area to include kitchen and building materials dealers along virtually the entire eastern seaboard. Prior to the expansion, Wolf served a region that included dealers from Maine through Virginia.

During the planned expansion, York-Pa.-based Wolf announced it would:

  •     Immediately enlarge its building products territory to include Connecticut, eastern Massachusetts, Rhode Island, and parts of New Hampshire and Vermont
  •     Starting in October, begin servicing Georgia, western South Carolina, eastern Alabama and eastern Tennessee with cabinets and building products from a 100,000 square-foot facility in Atlanta
  •     By the second quarter of 2010, provide dealers from Maine to Florida with access to products including kitchen and bath and building materials
  •     Push westward as far as Illinois and Wisconsin in future years

The expansion enables Wolf to enhance its offerings to its existing dealers and to reach more than 500 additional dealers in its new service area.

Wolf's move into new territory will require hiring 15 sales staff, drivers and logistics professionals immediately, with more hires expected as the company's geographic footprint continues to expand.

The expansion plan comes during a challenging period for many building materials dealers. Combined sales for the country's largest 150 distributors are down more than 9% this year, according to Home Channel News. But, while many distributors continue to face difficulty, Wolf's leadership sees opportunity for growth.

Tom Wolf, CEO and Chairman of Wolf and the sixth generation of the company's founding family, noted that the company will leverage numerous competitive advantages to achieve a successful expansion, including unmatched logistics capabilities and world-class technology.

While dealers in the expanded region will enjoy superior service, Wolf's manufacturing partners will benefit from access to larger markets.

"Our strategy for growth is aggressive, but our approach is conservative - one that ensures profitability during 2009 and much greater potential for long-term organizational success," Wolf said. "We have a great model, great people and a great story to tell."

The company, formerly known as Wolf Distributing Company, has been rebranded simply as Wolf - a shift that underscores a value proposition that stretches well beyond traditional two-step distribution. In addition to a wide range of category-leading products, Wolf offers dealers rapid, guaranteed delivery and significant promotion and merchandising support.

As part of its rebranding, Wolf has also unveiled a new logo, reinforced use of its "Leader of the Pack" tagline and launched a new website, Wolf. For additional information on the expansion and a list of all products available in specific markets, visit the site.

About Wolf:
Wolf's roots stretch back to 1843, when company founder Adam Wolf opened a single store selling dry goods and lumber on the banks of the Susquehanna River. Today, the York, Pa.-based company has evolved into a nearly $200 million enterprise with two operating divisions: Wolf, a distributor of kitchen and bath cabinetry and building materials along the entire East Coast; and Baublitz Advertising, a full-service marketing firm.

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Jim Groff
Wolf
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