SHOWROOM STRATEGIES: Zeeland Lumber & Supply

Independently-owned Zeeland Lumber & Supply has been in business for 68 years. The company specializes in lumber and building materials, truss and component manufacturing, and labor solutions.

Locations: Zeeland, Kalamazoo, Wyoming and Waterford, Mich., plus Elkhart, Ind. Annual Company Sales: $75 million
Newest Showroom: Wyoming, Mich., constructed in Spring of 2015
Customer Focus: 95% Builders/Remodelers and 5% Homeowners
Key Suppliers: Andersen Windows, Therma-Tru, Trex and Kraftmaid

An Interview with Mark Vanden Bosch, VP of Sales & Marketing at Zeeland Lumber:

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zeeland-lumber-3Q: There’s a distinct reason Zeeland Lumber built its new showroom. Can you share that?
A: Unfortunately, in the summer of 2014 a tornado tore through our truss and component plant along with our offices in Wyoming, Mich. The results were devastating. We’ve now rebuilt both the plant and the office space, and we took the opportunity to build our new showroom at this location.

Q: Going through that experience is difficult for any company. What type of assistance did you get from manufacturers and suppliers?
A: Collaboration with our stakeholders is very important to our mutual success. In this case, our suppliers partnered with us through displays, time and resources. This allowed us to focus on creating the best showroom possible for this location.

zeeland-lumber-2Q: What’s been the reaction to the new showroom?
A: The new space has created a buzz in the marketplace. That response has driven our clients and prospective clients to the new showroom. People are responding positively to having the chance to make selections in an exciting environment that drives the customer experience.