Redwood company rebuilds, rebrands

tTt"" C,q,llpoRNle Reowooo Com-

I pany has invested in technology upgrades throughout its mill and is reinventing itself with innovative new product lines and in-depth supplychannel support. On March 1, the history-rich lumber producer unveiled a new logo and details of its aggressive marketing initiative.

"These investments are aimed directly at bringing higher-quality redwood products to consumers and unprecedented services to our partners in the supply chain," says Carl Schoenhofer, v.p. and general manag- er for The California Redwood Company, Eureka, Ca. "We're building on 120 years of family ownership, forest stewardship, and innovation to bring consumers green products and new ways to enjoy the affordable luxury of redwood."

The company's new product lines include 2-inch and 5/4-inch decking options available in styles designed to accommodate consumer preferences. The California Series, a qualityenhanced version of the California Redwood Collection, includes traditional 2x4 to 2xl2 decking and 4x4 and 4x6 post options. The Heritage Collection, a super-premium line, includes surface treatments that shed water more effectively and tightened radial edges for a cleaner appearance.

Both product lines accept hidden fastener systems and are available with limited knots as well as uniformcolor or blended-tones looks. Names within the lines have been changed to align with aesthetic traits and wood styles popular with consumers.

"We've rebuilt the planer and made changes throughout the mill to improve consistency and give each board a clean, high-quality finish," says Chris Brown, sales and marketing manager for The California Redwood Company. "We've raised quality standards 207o, and consumers will see the difference. We're launching a new marketing effort to go with the higherquality product offerings, so our partners in the retail chain will see a difference, too. We're taking supply chain relationships to another level with programs we intend to grow."

The company is working with a select distribution chain to promote The California Redwood Company brand at all consumer touch points.

The new channel-support program includes in-store interactive kiosks, full-scale merchandising opportunities, on-site training, mini-sample decks for display, and contractorreferral services. The company's website (www.californiaredwoodco.com) has also changed dramatically to support the campaign.

"We like the changes The California Redwood Company has made and the decking products we're now able to offer our customers," says Chris Freeman, specialty forest products manager, Ganahl Lumber, Anaheim, Ca. "Specialty-milled redwood products have an undeniable appeal to people who want to combine elegant outdoor living with a commitment to going green. These are beautiful, natural products that provide great value, backed by a company demonstrating its commitment to sustainability and offering us new levels of support."

"We're a re-made company, more tuned-in to our markets and better positioned to set the new standard for quality than ever before," Schoenhofer says. "We're getting closer to our customers and distribution partners, and we're a better company because of it."