The lumber industry hasn't changed much in the United States since the last century, or more. With traditional families owning the business and keeping things growing in a comfortable pace, it was barelly impossible to bring a new perspective and reeducate the consumer with a modern mentality. But we did it anyway. 

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We started by accelerating small lumberyards and using them as labs. After testing various business hypothesis, we learned a couple of things and launched Lumber Plus, our own lumberyard, on top of three very strategic pillars: large inventory, digital experience and great marketing.

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In under one year of operation, we are already opening our 4th branch in the United States and are launching a franchise business model, where we sell commodity with the added value of content, branding and digital solutions.