SIDING AND TRIM SPEGIFICATIONS AND COVERAGE

grew. Today, the two operations exist side by side, sharing administration and communications, but not manufacturing. "The child became more powerful than the parent. We're our own best customer," Orpin states. "We got the word out, one project at a time, as the clich6 goes: timber framing that uses our own reclaimed wood in projects-a strong, built-in client."

Pioneer sells to builders, remodelers and flooring contractors, primarily through its website (there's no showroom), shipping nationwide. Architects and interior designers prove pivotal in influencing the homeowner's or building owner's decisions: "Highly refined design & build clients ask for it," Orpin explains," because it's an attractive altemative to boring bamboo or the oak flooring of a chain restaurant. People love it because there's a natural honesty to it; plus the amazing textures, with natural variations. And the environmental aspect-we're not ruining any rainforests. And, of course, there's the story"-the romance is provided-"behind its former use. These clients are thrilled, so it becomes fun."

Products offered include timber, barn siding, paneling, countertops, and more. And that timber-awesome in its diversity and lineage-is cherry-picked: over 50 species, grades and specialty items, including teak from a dilapidated Indonesian structure; antique heart pine from a 1905 mill complex; oak from a coal plant of the 1800s; reclaimed hickory, with its contrasting knots and sapwood "that wears well-suitable for dogs and kids;" salvaged bowling lanes; FSC-certified recycled wood panels geared for quick and easy installation, even pairings of engineered wood and antique flooring. And cold storage oak-the Holy Grail of reclaimed wood-white oak flooring from a long-ago cold storage facility.

Projects range from a Manhattan restaurant utilizing a reclaimed gym floor from a Minnesota high school to the Wolverine company store in New York, using old planks salvaged for re-use as wall cladding: "lots of residences, restaurants. And offices: all the progressive, high-tech San Francisco firms. If you can name them, we've probably done the wood." What sells best? "Weathered, rugged wood, and wood with a story."

And how about supply vs. demand? "It's always variable, always a challenge, but our supply channels are welloiled." (He's got a network of scouts out sleuthing potential barns or what-have-you, but if he told me more, he'd have to kill me.) Pioneer employs a staff of 40-"good workers, thoughtful, smart-and they care about the environment." Pioneer's website personalizes the crew, complete with candid photos and homey bios, thanks to a strong marketing program. "It's done in-house because we have a complex and personal story to tell," the boss explains.

Margins must be golden for the highly-coveted antique wood, right? Wrong. "It's a complex and difficult business," Orpin claims. "It's heavily labor-intensive -extract- ing nails located with a metal detector, for instance. There's lots of waste, plus complex customer interactions, so we struggle with margins. They're very, very tight."

Adding to that challenge is the reality of competition out there-"half a dozen strong national companies and a hundred smaller regional players," he tallies. So then, why does Pioneer continue to flourish? "Service! We're very service-oriented," Orpin is quick to respond. "We come from a custom-design background, so we're adept at creative solutions. And we serve the hell out of folks: quick turnaround, quick delivery, good communication.

"Over the past 10 years customers have begun demanding delivery yesterday. So we keep a multi-million-dollar inventory on hand. An order can be for the 70,000 sq. ft. that a university recently needed, or just 70 ft. of trim. (We have a $100 minimum.)"

Pioneer, like the rest of us, was buffeted by the recent recession-"Sure, it hurt. But we made a point of no layoffs, no cuts in salaries or benefits. But we tightened margins; we did what we had to do to survive." And business is not only back-it's booming. "Last year was our best year ever-up l4%o-and this year, even more! Another l47o!'

So, to keep things interesting, Orpin recently chose to open a second location on the opposite coast-a three-acre establishment in Portland, Or.-"for personal growth," he explains. "In New York, I'm not needed as much on a day-to-day basis. So, I was looking for new mountains to climb. Plus, we have many Pacific Coast clients and do some salvaging out there." Another lieht bulb moment.