(Hint: You Can Make Money On It)

“Pine?” Your jaw hangs open in disbelief. “In 2024? PINE?”

I’m not over the hill yet. While pine may no longer be the mainstay of a lumberyard the way it was in the 80s, there’s still a business here — and, for dealers, a profitable one. We just need to think a little differently than when we were all buying pine boards by the rail car.

Back in the day, pine was king, and price was everything (and hot dogs were a nickel, and we all gathered ‘round the soda fountain in our saddle shoes). Times have changed. Pine is no longer the everyday volume item that contractors beat up on price (that’s OSB, PVC trim, framing lumber, LVLs, trusses and interior doors — my goodness, this business used to be fun!).

Today, pine is a specialty product. Many dealers don’t need humongous volumes in stock, and contractors buy pine by the piece or a few hundred feet at a time. In many markets, the era of dealers sending full units to job sites is sadly over.

What does this mean for our dealer customers?

• More attention to detail. When builders buy smaller volumes per project, they expect each piece to be perfect. There’s far less willingness to work around large knots, wane and other defects. An “ugly” board is more likely to be returned than used in a less visible application on a home.
• Tally becomes increasingly valuable. It’s always been important, of course, but when your volumes are thinner, and your customers expect to grab what they need and go, having the right mix of lengths on the shelf is paramount.
• Dealer margins on pine have increased markedly. Builders tend to shop pine based on who has the best quality and the best access to variety. Price is no longer the first, second or third consideration. A builder values bins that aren’t picked over and high-quality boards that aren’t cupped or twisted, allowing them to use every piece without cherry-picking. And, by and large, they’re willing to pay for it.
• Pine is still an important part of the quality reputation of a lumber yard. When a builder sees bins that are well cared for, properly stocked and have a good assortment of sizes and profiles, they know the dealer is knowledgeable and cares about the quality of lumber they’re putting into the market.
  • Similarly, builders are looking for dealers who can say yes. They know a lumber yard won’t have every grade, size and profile under the sun ready for them to grab and go. However, well-educated dealers who can help builders get what they need are the ones who win the day.

Russin can help. With the widest selection of grades and species in the industry and the broadest mix of patterns, we can work with dealers to identify the best grade for each market and provide the training that will allow your team to say yes — even to challenging requests.

So, sure — the pine business has changed. There may be less volume, but it can be far more profitable if done correctly. We’d love to talk to you if it’s time to rethink how you approach your pine bins. There’s no need to wait for crewcuts and poodle skirts to return in fashion.

About the Author

Jordan Russin is the 3rd generation Co-Owner and Co-President of Russin. His passion for the lumber industry, custom homeowners and architects, and the Russin team knows no bounds. When he’s not working you can find him skiing with his family, climbing mountains, or with his nose buried in a book.