In this episode of the Woodpreneur Podcast, host Jennifer Alger sits down with Ben Pierce, a sixth-generation family member at the Holt & Bugbee Company, one of the oldest hardwood lumber businesses in the United States. At 201 years old, Holt & Bugbee Company has survived recessions, industry shifts, and the rise of synthetic flooring by doing what it's always done: adapting. Ben shares how the company evolved from importing mahogany from Central America to becoming a premier domestic hardwood wholesaler serving the East Coast from four branches in Massachusetts, Pennsylvania, and New York.

You'll hear about what it was like to start working at the family business right as the 2008 recession wiped out 40 percent of their revenue overnight, and how the company held onto its sales team and pivoted toward higher-end, longer-length, wider material for luxury residential projects and architectural millwork firms. Ben talks about the shift from selling truckloads of commodity lumber to filling precise, high-dollar orders for coastal homes and custom molding work, and how COVID unexpectedly rewarded the company's ability to source, produce, and deliver when competitors couldn't.

Ben also shares two of the best marketing stories you'll hear on this podcast. First, how he got Holt & Bugbee Company featured on This Old House by donating a white oak floor during their 200th anniversary year. And second, how a chance sighting of a century-old ghost sign on a Boston building during a duck boat tour led to a nine-month restoration project that landed coverage from WBZ, the Boston Globe, and local NPR. Both stories are masterclasses in creative, relationship-driven marketing in an industry where traditional advertising doesn't always apply.

Jennifer and Ben also dig into the state of the hardwood industry, from the challenge of competing against synthetic flooring to why the next generation of consumers may actually swing the pendulum back toward authentic, sustainable, locally sourced wood products. Ben closes with advice for anyone born into a family business: get experience somewhere else first, then come back stronger.

Chapters

00:00 Meet Ben Pierce and the 201-Year History of Holt & Bugbee Company

04:09 Surviving the 2008 Recession and Pivoting to Premium Lumber

08:11 Selling Strategy: High-End Markets and Custom Millwork

15:33 Marketing a 200-Year-Old Brand in a Modern World

20:55 Getting Featured on This Old House

24:48 The Ghost Sign: A Century-Old Discovery Turned Marketing Gold

29:49 The Future of Hardwood: Authenticity, Sustainability, and the Next Generation

35:37 Advice for the Next Generation in Family Business

The Woodpreneur Podcast brings stories of woodworkers, makers, and entrepreneurs turning their passion for wood into successful businesses - from inspiration to education to actionable advice. Hosted by Steve Larosiliere and Jennifer Alger 

For blog posts and updates: woodpreneur.com

See how we helped woodworkers, furniture-makers, millwork and lumber businesses grow to the next level: woodpreneurnetwork.com

Empowering woodpreneurs and building companies to grow and scale: buildergrowth.io

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You can connect with Ben at:

https://www.holtandbugbee.com/

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