Fortress Building Products Adds Retail and E-commerce Veteran to its Sales Team

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Company will extend its digital retail presence with new Director Channel Sales Retail and E-commerce, Glenn Coffee.

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Fortress Building Products welcomes its new Director Channel Sales Retail and E-commerce, Glenn Coffee.

Having seen the e-commerce programs and approach Glenn has honed over the last 18 years shows me that he is bringing a tremendous depth of tactical experience. I am confident that he will be an integral part of our growth vision.

In a move that reflects the needs and trends of today’s shoppers, Glenn Coffee has joined Fortress Building Products as Director Channel Sales Retail and E-commerce. Digital sales and e-commerce is a growing sales channel in the home improvement and construction industry. According to The NPD Group, U.S. home improvement sales online were up an impressive 33% in 2018, and the trend is expected to continue.

At Fortress, Coffee brings more than 25 years of retail and e-commerce experience to lead the identification, onboarding and continuous improvement of all Fortress' retail and e-commerce customers.

As outlined in Fortress’ Vision 2020 plans, this role is instrumental for the company to realize the significant market potential that the retail and e-commerce channels offer. This will become increasingly important as Fortress invests in its growth plans for the future, which include adding new product lines and embracing how today’s customers shop.

“The way that today’s retail customer makes purchasing decisions is more and more online; from search engines to social networks, e-commerce is a crucial way we can reach our next customer that wants to purchase directly from Fortress,” said Jeff Schulz, Vice President of Channel Sales at Fortress Building Products. “Having seen the programs and approach Glenn has honed over the last 18 years shows me that he is bringing a tremendous depth of tactical experience. I am confident that he will be an integral part of our growth vision.”

Coffee comes to Fortress with a strong background in retail and e-commerce new business development. He spent the early part of his career developing programs for Kohler Company at Menards, Lowe’s and Home Depot, and has steadily expanded his expertise with players such as Costco, Tractor Supply, Ace Hardware and Do It Best. Coffee also has more than two decades of digital experience driving consumer and B2B channel growth for the Sterling brand. He brings strong best in class experience in strategically building a retail and e-commerce business from the ground up.

About Fortress Building Products
Featuring thoughtful designs constructed with the strength of more than 50 years of innovation, Fortress Building Products is one of the strongest brands in the residential, multi-family and commercial building products industry. Based in Texas, the Fortress Family of brands includes Fortress Railing Products, Fortress Fence Products, OZCO Building Products, Fortress Deck
and Fortress Framing. Fortress has been named to the Inc. 5000 Fastest Growing Private Companies list twice and the Dallas Mid-Market 50 Fastest Growing companies with revenues under $750 million for two years running. Learn more at https://FortressBP.com

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