New unit will focus on contractors and serious do-it-yourselfers

February 20, 2012 | Wolf, the York, Pa.-based cabinetry and building material distributor, today announced the creation of the Wolf Home Products division, which will focus on selling U.S.-made products for contractors and do-it-yourselfers.

Wolf Home Products includes several existing lines: Wolf Classic Cabinets, Wolf Deck & Porch, Wolf Trim & Moulding, and Wolf Bath Furniture & Vanity Tops.

The creation of the division is a part of a major strategic shift the company began in 2010. The move sought to move Wolf away from its business model as a traditional two-step distributor and focus it as a sourcing company focused “on identifying or developing products designed solely to meet the needs of independent dealers.”

The new division will focus on Wolf’s 18-state service area, as well as offering the company’s products to other channels both inside and outside the U.S. Its products will only be available through independent dealers and not big-box retailers.

The division also unveiled a new logo and tagline, “Real Performance, Real Value,” as part of the announcement. Craig Danielson, president of the Wolf Organization, will serve as president of the 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.”