Situation:

Spruceland Millworks is a producer and distributor of high-quality SPF wood products including pressure treated decking, fencing and other wood products. The Company, headquartered in Acheson, Alberta has the capacity to produce 200 million board feet of specialty softwood lumber wood products annually.  Its customers include home centers, lumber yards, and distributors in Canada and the US. 

Ameridan’s Role:

Ameridan was engaged by Millar Western Forest Products and a leading private equity group to conduct market diligence.   The scope of this project primarily included four areas:

• An overview of the Canadian markets for Spruceland’s four main product categories including a review of historical demand and competitive structure;
• An assessment of key competitors and Spruceland’s competitive advantages/ disadvantages;
• The end-use markets for Spruceland’s various products, main demand drivers (e.g., new residential construction vs. DIY renovation), and medium-term trends affecting demand;
• The perspectives of key market participants regarding industry trends, demand conditions, and Spruceland’s position in the marketplace.