CLEVELAND, OHIO – LESCO is already one of the most well-known names in the green industry thanks to its extensive network of distribution locations, but in October the company announced plans to expand its reach into new markets through an independent marketer agreement. Landscape and golf course professionals in Oregon's Willamette Valley will be the first to benefit from this initiative thanks to LESCO's recent deal with Wilco Farmers, an agricultural cooperative with $95 million in annual sales.
"We have the professional turf industry's most comprehensive branded
product line, but it's not available everywhere, despite our extensive sales
network," remarked Bill Foley, LESCO's chairman and chief executive officer,
adding that the company has identified 578 such markets in the United
States. "In many mid-size cities, it makes no economic sense for us to open
a LESCO-operated location, so we're launching a complementary program
anchored by independent marketers who already have the infrastructure in
place to stock and promote our products."
"When we studied the supplier market, we found that LESCO stands alone in
terms of the breadth of its product line and the depth of its expertise,"
commented Doug Hoffman, Wilco's chief executive officer. "With LESCO
products, we plan to grow Wilco's thriving landscape business and market to
many golf courses in the Willamette Valley."
As part of the program, which LESCO estimates will enable it to reach more
than $250 million in untapped markets, LESCO will provide training and
technical support to its independent marketers in return for their agreement
to meet a specified sales performance level that is established on a
case-by-case basis. In return, the distributors will gain access to LESCO's
product for the lawn care, landscape and golf course industries.
The author is Editor of Lawn & Landscape magazine.