Supplying Timber Issue 9 0 - Autumn 2025 - Flipbook - Page 38
———— MEMBER PROFILE ————
STOCKING TIMBER
“We did some analysis a
couple of years ago,” Keeley
recalls. “Around 80% of our top
10 customers were the same
as they were 10 years earlier
– and the same goes for our
suppliers. That’s because we
build relationships on trust, not
transactions.”
It’s this trust that has allowed
Timber Connection to thrive
in a challenging market. The
company’s ability to carry
slow-moving stock, o昀昀er 昀氀exible
consignment deals, and 昀椀nance
large purchases has made it a
valuable ally in a sector often
challenged by cash 昀氀ow and
storage constraints.
Keeley says: "We’re
wholesalers and we're there
to support our customers.
Relationships matter so much in
our industry.”
The value of being
independent
In an era where major timber
companies are consolidating,
Timber Connection has leaned
into its independence as a key
di昀昀erentiator.
"Being independent means we
can react fast," Keeley says. "If
we see a great spot deal we can
昀椀nalise it that day. That agility
is vital when prices 昀氀uctuate
and opportunities appear – and
disappear – quickly.”
This independence has also
insulated Timber Connection
from the turbulence currently
hitting the hardwood sector.
"Consolidation can sometimes
come with bureaucracy and a
loss of identity. We’ve chosen
to stay alert, stay focused,
and stay connected with our
customers.”
Keeley and some of the team
have just returned from a trip to
visit some sawmills in person.
“Meeting our suppliers in
person is essential,” Keeley said.
“It helps us put faces to names,
deepen our understanding of
their operations, and strengthen
our relationships. By seeing
their facilities 昀椀rsthand, we’re
better equipped to respond to
customer enquiries with clarity
about what’s available and how
we can meet their needs.”
This proactive approach
ensures the team stays
informed, connected, and ready
to deliver tailored solutions with
con昀椀dence.
Knowledge as currency
Beyond stockholding and
supply chain e昀케ciency, Timber
Connection’s standout strength
is its timber expertise.
“We’ve been doing this for
decades, and we know our
products inside out,” says
Keeley. "Whatever your enquiry,
we’ll guide you to the right
species, the right production, the
SUPPLYING TIMBER
38
right speci昀椀cation to suit your
requirements. That advice can
save customers serious money.”
One striking example of
this support involved a client
struggling with timber splitting
and cracking while trying to
machine oak mouldings.
“They were using American
Oak that is kiln-dried to
6-8% moisture content, then
machining it into smaller
pro昀椀les. The lack of moisture
levels was causing splits and
hairline cracks,” Keeley explains.
“We recommended switching
to European Oak, which is dried
to a 10-12% moisture content,
and producing cut-to-size
component blanks at source.
"The customer’s timber waste
reduced by 30%. Although the
initial price per cubic meter
was more expensive, the yield
made it much more economical
overall.”
This kind of advice, Keeley
notes, is second nature to
AUTUMN 2025
↓
Image: © Timber
Connection. Founded
in 1991 by current
CEO Danny Catherall,
Timber Connection
has evolved into
a landed stockist,
distributor and
wholesaler.
