TIMBER BRITISH IS BEST
How can buying British products help builders’ merchants stay resilient in an uncertain market? BMJ asks the question.
I
n today’s unpredictable market, builders’ merchants need to think smarter than ever before. Between global trade disruptions, fluctuating prices and ever-growing customer expectations, the role of a merchant has evolved far beyond merely shifting stock – their customers rely on them to select the right products, from reliable suppliers, and have them in stock exactly when they’re needed. When global supply chains are disrupted by shipping delays, tariffs, and political turmoil – as we have all experienced over recent years – it’s often the builders’ merchants and their customers who bear the brunt. Delayed deliveries, inconsistent quality, and rising shipping costs can all damage a merchant’s relationships with tradespeople who need products promptly in order to be able to do their jobs.
Simon Fleet, group commercial director at W Howard, says this is why more merchants are choosing to turn to British-made products, many of which can help reduce their exposure to these sorts of problems, adding that stocking British-made products isn’t just about shorter lead times or fewer headaches – it’s about futureproofing the business. “With the global trade landscape still in flux, choosing reliable, UK-based suppliers like
W.Howard gives timber and builders’ merchants the resilience and agility needed to serve customers confidently,” he says. With consumers increasingly choosing homegrown products for environmental and economic reasons, the time is ripe to champion brands that proudly showcase their British heritage.
He says: “Take
W.Howard Group, for example. For more than 25 years, this British, family-run business has shown that stocking British-made products can be a real strategic advantage for a merchant.”
First established in 1958 as a traditional timber merchant in Manchester,
W.Howard is a UK manufacturer and distributor of MDF profiles and is still family run. It has manufacturing facilities in Manchester, Powys in Wales, and in Kildare, Ireland. Fleet says: “Choosing to form partnerships with British manufacturers like us means reduced risk, faster restocks and fewer
our depot in Manchester, we can ensure that stock keeps moving and merchants’ shelves remain stocked,” he says.
customer complaints. It also means quicker order turnarounds, predictable deliveries, greater stock availability, and confidence in what’s arriving and when.
“By manufacturing in the UK, we can offer our merchant partners a level of service and reliability that’s hard to beat. It means they can depend on us to deliver, even when global supply chains are under pressure.” Today’s tradespeople demand choice, quality, and convenience from the merchants they choose to work with. Fleet says that
W.Howard offers Europe’s largest range of MDF profiles, with more than 100 stock lines of skirting and architraves. There are Classic, Period and Contemporary styles to suit any interior, all available white-primed and ready to install, as well as real wood veneer finishes, foil-wrapped and fully finished options. “For customers working on restoration projects or high-end jobs, our bespoke service allows merchants to offer profiles in custom shapes, sizes, and finishes – eliminating the need for expensive on-site carpentry. This is especially important considering the ongoing skills shortage that’s making it harder than ever to find skilled tradespeople,” he says.
Fast delivery: efficient stock Fleet explains that, with warehouse space continuing to be at a premium for many merchants, being based in the UK, with all the products being manufactured here, W Howard’s national distribution network and commitment to next-day delivery across many stock items gives builders’ merchants a significant advantage.
“This logistical efficiency allows merchants to reduce their own on-site stockholding, rely on just-in-time deliveries, and still offer customers an extensive product range. From
June 2025
www.buildersmerchantsjournal.net
The MDF profile market has evolved in recent years, meaning that what was once considered a functional purchase has become an integral part of a room’s visual identity. This means, Fleet says, that builders and installers are increasingly choosing mouldings that are not only easy to fit, but also aesthetically pleasing and aligned with modern trends. “Pre-finished products are gaining popularity thanks to their ease of installation and reduced need for on-site finishing, while an increasing demand for customisation is seeing customers request unique profiles and finishes to match specific design visions,” he adds. “There is also a growing emphasis on sustainability, and at W Howard, we are using sustainable MDF, biodegradable wrappings and investments in solar panels at the Kildare site to improve waste reduction and energy efficiency.”
A true partnership
Fleet says that it’s not all about products, reliable and sustainable though they may be. “We offer significant after-sales support as well, including dedicated account managers, excellent technical support, and marketing resources to help promote the products our merchants stock,” he explains. “We provide point-of-sale materials, brochures, and digital content to assist in upselling specialist ranges – something that can make a significant differenence to a busy trade counter.”
“Perhaps because we remain a family run business – and one that started life as a timber merchant – we understand the pressures faced by merchants and value long-term partnerships over so-called quick wins. “Builders’ merchants across the UK are facing more pressure than ever – but there are still opportunities out there.” BMJ
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