Cameron Ashley plays to win
During the past five years, Cameron Ashley Building Products has expanded into 27 new markets.
The company’s distribution center count now stands at 55 locations compared to 28 when Donny DeMarie joined the building products distributor from Masco as its new president and CEO. Another four distribution centers are planned to open this year.
DeMarie attributes the company’s success to the company’s culture and employees.
“We have a passionate employee base who believes in the mission – we ‘Play to Win’,” DeMarie says, referring to the company’s mantra.
And the “Play to Win” strategy translates into being the number one, most relevant distributor in the markets Cameron Ashley serves. About five years ago, Cameron Ashley served a customer base of about 4,500 customers. Today the number stands at more than 5,000.
Based in Greer, South Carolina, Cameron Ashley continues to focus its product mix on roofing, insulation, drywall, siding, and engineered wood products. Since their sales are primarily to dealers, DeMarie estimates their sales mix at 80% repair and remodel and 20% new construction.
Growing the business at Cameron Ashley has included increasing sales to existing customers. “Our focus is to grow with the people we are doing business with,” Demarie told HBSDealer. “Our trucks are already going there. We want to be our customers’ best choice in our core product lines.”
Evidence of this growth was apparent at the distributor’s most recent dealer show held early last month in Orlando. There was a buzz at the market as dealers appeared clearly excited to be attending the show and didn’t treat it as just another trade show.
Last year, about 10% of Cameron Ashley’s annual sales were derived from orders taken at the show. This year, the company estimates that will exceed 15%.
The 2024 Dealer Show featured over 50 vendor companies representing over 80% of Cameron Ashley’s annual sales. Customers in attendance, including numerous high-profile prodealers, represented more than 330 dealer customers and well over 1,000 “ship-to” locations.
“What you saw at the show is culturally real,” DeMarie adds.
Cameron Ashley credits its growth to its F^st delivery platform, offering same day or next day delivery from its distribution center locations, and feedback from their customers.
The bonus program for Cameron Ashley’s truck drivers is 80% based on the customer feedback survey. The methodology has a solid impact on the performance of drivers.
“When you put it in a bonus program, drivers know we mean it,” DeMarie says. During the 2024 Dealer show, DeMarie said several major customers stopped him to praise the performance of their drivers.’
The CEO notes that Cameron Ashley drivers have a set of specific tasks to follow with each delivery: do a great job, be helpful, and leave the site as good or better as when you arrived.
“When you’re winning, winning is fun — winning is contagious,” I think it's about creating a culture that everyone is excited about and helps the customer win. You start finding solutions and win-win opportunities.”
On the digital front, Cameron Ashley’s digital suite — “CONNECT” — continues to flourish. Cameron Ashley first introduced a robust set of online, real-time tools in 2020.
“Business is moving faster than ever, customers expect it, and we want to be leading the digital transformation. Not change for the sake of change, but real improvements in efficiency, speed, and ease of doing business.” DeMarie says.
The portal, which includes an app, allows customers to check pricing and inventory; gain exclusive access to promotions and clearance items; analyze product information along with specifications and warranties; and access all orders and invoices with payment options provided.
New business partnerships have been a source of additional growth. Cameron Ashely has been growing its engineered wood options with both LP Building Solutions and Roseburg.
Last summer, Cameron Ashley announced it was the exclusive, full-line wholesale distribution partner to TimberHP, the first dry-process wood fiber insulation manufacturer in North America. Based in Madison, Maine, TimberHP developed and manufactures high-performing, cost-competitive wood fiber insulation that is healthy for people and the planet, Cameron Ashley said.
DeMarie says Cameron Ashley has expanded its service base to mass timber customers too.
“My job is to make sure that everyone is excited about what we are doing,” DeMarie says. “I should have a complete vision of where we are going and be able to communicate it to all levels of our organization.”
And that’s playing to win in the field of LBM distribution.
