The Western Retail Lumber Association used its trade show, taking place now in Edmonton, as the platform for announcing a major rebranding initiative. After in-depth consultation with its members and board, partners, and key stakeholders, the WRLA has been renamed as Supply-Build Canada. The change is effective today.
“As the association expands its advocacy efforts and external partnerships, the ‘Western Retail Lumber Association’ name became a misnomer,” says association president Liz Kovach. “The building supply industry encompasses building materials beyond lumber, and the association represents manufacturers, distributors, wholesalers, and other categories not represented by just retail.”
Because many of the association’s members, especially on the supplier side, have offices and production outside of the West, the new name intends to capture that, “making a wholesale change of name both necessary and timely,” Kovach adds.
