Howarth (Timber Importers) Ltd has changed its name to Arbor Forest Products Ltd and will implement a new brand-focused sales and marketing strategy.
The move is designed as a positive reaction to change in the UK timber industry in terms of customer profiles, products and evolving brands.
Howarth managing director Andrew Howarth said the company had launched decking brand Arbordeck and the Arborflor flooring brand in recent years, with sales “exceeding all expectations”.
He said: “We feel the time is therefore right to rebrand the company with a name more descriptive of the products we will be selling, creating a single brand identity for these and future product introductions.”
Mr Howarth said the company last did its corporate branding in 1973. “I believe it attracts attention to the product. Customers are looking for continuity and quality and this can be achieved in a recognised brand.”
He said industry consolidation over recent decades, with builders merchants selling more forest products, created an opportunity for branded products.
Arbor, which is latin for “tree”, has a substantial marketing budget with which to aggressively advertise and market the new corporate image through 2008 and beyond.
However, Mr Howarth said that the Howarth family name would still remain a firm fixture and he added that there was no intention to change the overall name of the Howarth Timber Group and its other businesses – Howarth Timber and Building Supplies, Howarth Windows & Doors and Howarth Timber Engineering.
