WOLF, the largest supplier of kitchen and bath cabinetry in the U.S. and a major supplier of building products, announced the creation of a new division: Wolf Home Products.
Wolf Home Products focuses on sourcing and selling U.S.-made products for professional contractors and serious do-it-yourselfers. The division oversees several existing lines: Wolf Classic Cabinets, Wolf Deck & Porch, Wolf Trim & Moulding, and Wolf Bath Furniture & Vanity Tops
Wolf Home Products will focus on creating U.S.-sourced products because they offer higher quality, quicker delivery and are an important differentiator for independent dealers. Wolf Home Products will seek to meet the needs of dealers in WOLF’s 18-state service area, but the new division also intends to offer Wolf-branded products to other channels located within the U.S. and beyond.
As part of the launch, the new division also unveiled a new logo and new tagline, “Real Performance, Real Value,” that underscores the key benefits Wolf products offer consumers: All Wolf products are engineered to above-market specifications but priced below national brands.
Wolf Home Products has also developed a new web site, www.wolfhomeproducts.com, providing product imagery, detailed descriptions, and information for consumers and builders – an effort to support the sales efforts of independent dealers.
Craig Danielson, president of the Wolf Organization, will serve as president of the Wolf Home Products division.
“The new division better aligns our company’s structure with a significant opportunity for growth from Wolf-branded products,” Danielson said. “At the same time, it enables us to develop and source products that complement the products WOLF distributes for our manufacturer partners.”
Wolf Home Products are currently distributed by WOLF throughout its service area of 18 East Coast states. During 2012, Wolf Home Products will become available in other select markets throughout the U.S. Wolf Home Products are sold only through independent building materials dealers, not big-box stores.
The creation of the Wolf Home Products division is the latest step in a major strategic shift that began in 2010, when WOLF embraced an innovative new business model. The company, once a traditional two-step distributor, has positioned itself as a sourcing company that focuses on identifying or developing products designed solely to meet the needs of independent dealers.