HDI rebrands to ADENTRA

Hardwoods Distribution Inc. (HDI) announced the rebranding of the company to ADENTRA Inc., and launched a new website: ADENTRAgroup.com.

“We believe the new name ADENTRA captures the overall value we have built – our extensive product portfolio, our critical role in providing supply chain expertise, and the benefits of scale we deliver across our vast network of customers,” said Rob Brown, president and CEO.

Deriving from the Spanish word “dentro” meaning “within,” said the firm, ADENTRA represents the company’s modern identity as “a distributor of architectural design products used to create beautiful spaces where we live, work and play.”

Brown said that “while our corporate name undergoes a rebrand, our work with customers and vendors continues through our five flagship brands: Novo Building Products, Mid-Am Building Supply, Rugby Architectural Building Products, Paxton Lumber, and Hardwoods Specialty Products.”

Gord Clough, director of marketing at ADENTRA said that the rebranding initiative comes just over a year after HDI acquired Novo Building Products and Mid-Am Building Supply.

“Those key acquisitions expanded our channels to market beyond industrial distribution and the architect and design community to include pro dealers and home centers,” said Clough.

The company said it has created a North American-wide distribution capability and broadened its customer channel participation to include industrial fabricators, professional building products dealers, and home centers.

“We have significantly transformed our business over the past several years through the organic expansion of our product offerings and the addition of high-quality businesses through our acquisition strategy,” said Brown.

“This is an exciting time for the company and our 3,000 employees throughout North America,” said Brown.

ADENTRA, based in Langley, B.C., currently operates a network of 86 regional customer service centers in the U.S. and Canada.