New Mexico dealer rebrands and expands

A Do it Best member with two stores in New Mexico has launched a wholesale division, remodeled its stores, and rebranded them under a single name: Builders Do it Center. Justin Ellis, corporate sales manager for Roswell Lumber Do it Center and Artesia Do it Center, told Home Channel News that the impetus for the change was future growth for the company, which would like to expand its geographical footprint. 

“We’re looking to grow, and one of the things that’s stopped us from making a couple of acquisitions in the past was the branding issue,” he explained. But on April 2, both home centers reopened as Builders Do it Center, with kitchen, bath, flooring and millwork showrooms. The stores, which cater to builders, specialty contractors, remodelers, roofers, commercial and industrial customers, and project-oriented DIYers, have recently been remodeled and remerchandised.

“We’ve also re-entered the lighting business after [an absence of] seven or eight years,” said Ellis, whose father, Bruce Ellis, founded the company and will continue to serve as president and CEO. 

The company’s latest venture, RLC Supply & Logistics, is a wholesale operation that “came from the need for us to manage some of our own inventory, as well as some vendors looking for a distributor partner,” Ellis explained. Still in its infancy, the division hopes to extend its reach into West Texas and Southern Colorado. The wholesale unit and the stores will operate under parent company Roswell Lumber Co., which also includes the Overhead Door of Southeast New Mexico. Two new web sites, and, have been launched as part of the initiative. 


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