LUMBERYARDS

Gorilla Glue brings mascot to life on TV

BY HBSDealer Staff

For its first-ever national TV commercial, The Gorilla Glue Company is creating a life-like version of its namesake mascot.

"From consumer reaction and comments, we sensed that–unlike competitive products with industrial-sounding names that might put off the inexperienced DIYer–Gorilla was very approachable," said Matt Kemme, VP marketing and innovation at The Gorilla Glue Company. "We want to give the brand a distinct persona, engaging consumers in advertising, across social media, and in-store, where Gorilla will capture consumer attention. The strategy: Build a big idea of who Gorilla is and what he can do, educating and giving consumers confidence across the DIY spectrum."

The company has enlisted the help of Jim Boulden, creative director of Animal Makers, Inc. to create the gorilla costume with the help of agency Possible and director Barton Landesman. Boulden was responsible for David Letterman’s bear suit and the making of the Aflac duck.

The Gorilla Glue Gorilla will star in a series of commercials, saving the day for various do-it-yourselfers.

"In one spot, Gorilla offers Gorilla Glue to mend a broken fence gate, and in another, a homeowner tries to cover a broken window with a tarp that inferior tape just won’t hold to his brickwork," said the company in a statement. "Again, the gorilla shows up with Gorilla Tape and a big dose of confidence, resulting in a double-thick stick to the bricks, a window well-protected from the coming rain, and a "grunt of approval" from Gorilla."

The commercial will air on HGTV, AMC, Animal Planet, DIY and Fox News, among others.

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Fiberon taps Consolidated Lumber for Northeast distribution

BY HBSDealer Staff

Fiberon has tapped Consolidated Distribution Services (of Consolidated Lumber group) to distribute its PVC and composite decking, railing and fencing products.

Consolidated is set to begin distributing Fiberon’s products to lumberyards in New Jersey, New York, Connecticut and Pennsylvania, effective immediately.

“Consolidated has built an outstanding reputation on the East Coast, a reputation built upon impeccable integrity,” said Doug Mancosh, president of Fiberon. “The addition of Fiberon’s extensive line of composite products to the Consolidated catalog will provide exceptional quality and value to East Coast customers.”

“We work with many loyal and quality-conscious lumberyards and home centers in our territory, and I’m certain they’re going to appreciate Fiberon’s quality and breadth of product,” said Mark Shirvan, president and CEO of The Consolidated Companies. “We expect our relationship with Fiberon to flourish and to last a very long time. With our service and customer relationships, and Fiberon’s product and commitment to its distribution network, it appears we have a recipe for success.”

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Patrick Industries acquires Frontline and Premier Concepts

BY HBSDealer Staff

In a combined transaction, building products manufacturer and distributor Patrick Industries, Inc. has completed the acquisition of both Frontline Mfg., Inc. and Premier Concepts, Inc. for a combined net purchase price of $8 million.

The transaction includes the acquisition of accounts receivable, inventory, prepaid expenses, tooling, machinery, equipment and vehicles. The deal was funded by the company’s $80 million revolving secured senior credit facility.

Frontline is a manufacturer of fiberglass bath fixtures with a projected annual revenue of about $15 million for 2013.

"Frontline’s reputation among its customer base for innovative designs, high quality products, and exceptional in-house engineering capabilities will allow us to establish a strong presence in the fiberglass bath fixtures market within the industries we serve while providing opportunities to bring new products to market through existing sales channels," said Todd Cleveland, president and CEO of Patrick.

Meanwhile, Premier is a custom fabricator of solid surface, granite and quartz countertops with a projected revenue of $10 million for 2013.

"The acquisition of Premier will enhance our position as an industry leader in the RV, MH, and industrial countertop markets by leveraging our operational talent and experience with the team at Premier," Cleveland continued. "Consistent with previous acquisitions, we will continue to support both of these businesses with a financial and operational foundation that will allow each to preserve the entrepreneurial spirit that has been so important to their success, and enable each to continue to bring the highest quality products, service and value to our customers."

Both Frontline and Premier will maintain their brand names and continue to operate on a stand-alone basis.

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