Latest / Red Truck Radio / Red Truck Radio Episode #9: The Making of ChamClad

Transcript

Red Truck Radio Episode #9: The Making of ChamClad · Red Truck Radio

• 0:03
  SPEAKER_01: Welcome back to Red Truck Radio, the show where we talk to the builders, thinkers, and innovators shaping the future of our industry.
• 0:10
  SPEAKER_01: Today's episode is all about grit, creativity, and transformation, and how a single idea can grow into a national brand when you're willing to take risks, test relentlessly, and push boundaries.
• 0:21
  SPEAKER_01: Our guest speaker today is Amber Gunderson, Vice President and General Manager of CamClan, one of the most designed forward and innovative siding brands on the market today.
• 0:31
  SPEAKER_01: Amber's journey didn't just start in a boardroom or a big manufacturing facility.
• 0:35
  SPEAKER_01: It started on an acreage in a small family paint shop, painting doors.
• 0:40
  SPEAKER_01: Fast forward to today, and she's leading a brand that's redefining what exterior cladding can look like and where it can go next.
• 0:46
  SPEAKER_01: So welcome Amber.
• 0:47
  SPEAKER_01: How are you?
• 0:48
  SPEAKER_02: I'm good.
• 0:49
  SPEAKER_02: Thanks for having me.
• 0:49
  SPEAKER_01: Glad to have you here.
• 0:50
  SPEAKER_01: Uh we go back a little bit, I guess, in the context of CamClad, which is relatively new to Wassau Supply, but uh we go back a little bit, so we'll talk a little bit about that today.
• 1:00
  SPEAKER_01: Sounds good.
• 1:00
  SPEAKER_01: Yeah.
• 1:01
  SPEAKER_01: So your career in entrepreneurship in the building material industry did not start with CamCLAD.
• 1:09
  SPEAKER_01: Where did you start in the building material industry?
• 1:12
  SPEAKER_02: We started with a paint shop, but we had painting windows and doors, which is the evolution before CamClad.
• 1:19
  SPEAKER_02: The business grew really fast.
• 1:20
  SPEAKER_02: PVC was becoming more and more of a product that people wanted painted black, and that's how we started the lamination.
• 1:28
  SPEAKER_01: So that growth led you from painting doors and then into window lamination?
• 1:33
  SPEAKER_02: Yeah, that's correct.
• 1:34
  SPEAKER_02: So we started, um, we were seeing a lot of commercial projects, and just in general, everybody was painting a lot of black PVC windows, and so we started to research how we could paint faster or get into a process that was more automated.
• 1:48
  SPEAKER_02: And we ended up looking and finding lamination machines, which led me over to Europe where we started doing a little bit more investigation on the films and longevity of it.
• 1:56
  SPEAKER_02: So the scarta PVC painting turned into window lamination, and um, and then from there, CamClad grew.
• 2:04
  SPEAKER_01: Yeah, so I think just in our conversations, I I can see the tie from you know window lamination and obviously Cam Clam clad as a uh laminated product, but there had to be more that went through your mind.
• 2:15
  SPEAKER_01: What did you see as a gap in the building material space, specifically cladding, that had you kind of looking in that direction?
• 2:23
  SPEAKER_02: It was it was when I learned about the films and the longevity of the films, and I thought there would be a really good place to have the texture and the authenticity that you get in these wood features, even brush metallics or brush metals, having product that is low maintenance and has really tested the time.
• 2:41
  SPEAKER_02: I think when you and I met, I told you that that PVC windows in Europe that are white would be considered like virgin or unfinished.
• 2:48
  SPEAKER_02: They actually laminate white windows white just to give it that durability.
• 2:52
  SPEAKER_01: That's crazy.
• 2:53
  SPEAKER_01: And we use that in our story when we go to introduce people to CamClad because that's amazing to me that you know today a white vinyl window here is raw, but in Europe that's an unfinished window and they laminate.
• 3:05
  SPEAKER_01: So uh I know that there's a lot of design.
• 3:08
  SPEAKER_01: So you saw the gap in the need in the cladding for longevity and the wood look, but there's more than that.
• 3:15
  SPEAKER_01: Tell me a little bit more about how you feel CamClad is fitting the design needs in the cladding space.
• 3:22
  SPEAKER_02: So for me, I really wanted to find products that were that solved the problem.
• 3:26
  SPEAKER_02: So easy to install, maintenance-free for the customer, long-lasting for the customer.
• 3:32
  SPEAKER_02: We really wanted to take CamClad as a sustainability direction.
• 3:35
  SPEAKER_02: So using recycled PVC gave the durability.
• 3:38
  SPEAKER_02: So when you're in areas where you have high hail storms or wind storms, the product really holds up to that.
• 3:43
  SPEAKER_02: I think that we need to build.
• 3:45
  SPEAKER_02: And I think the generation coming up really does care about putting products on their house that are going to last a lot longer.
• 3:51
  SPEAKER_02: I feel that sometimes when you look back in the past, we were very interchangeable with our building products.
• 3:57
  SPEAKER_02: Now people are willing to spend a little bit more money, but they expect it to last a lot longer.
• 4:01
  SPEAKER_02: So I felt like using PVC with durable product, giving it a sustainable vibe to it by having that recycled component and then covering it with these films that had been tested already in Europe over 50 years.
• 4:15
  SPEAKER_02: So we have real life testing.
• 4:16
  SPEAKER_02: So even though CountCloud has done accelerated weathering and we really focused on testing, the proof that's out there from being used in Europe for so long is really, I think, a big part of the story.
• 4:28
  SPEAKER_01: 100%.
• 4:29
  SPEAKER_01: I think they only say that uh, you know, when we're talking about North America, we say that things start on the coast and work their way in.
• 4:35
  SPEAKER_01: But I think in a bigger sense, it's really looking to Europe, and that's what you did as far as where new technologies are coming from.
• 4:41
  SPEAKER_01: And I agree 100% about all those things you talked about, the the problems that CamClad solved.
• 4:46
  SPEAKER_01: Uh, but you know, from my perspective, and when I first met you, and I think it's, you know, the the greatest uh uh attribute or to see is people copying what we're doing.
• 4:56
  SPEAKER_01: But I look at flat to the wall uh and the shadow line panel that you brought, and we look at the massive expansion of bigger overhangs and porches, and CamClad is just so specifically drawn into those areas.
• 5:10
  SPEAKER_01: So I think it's a phenomenal product offering, obviously being very well received by our customer base.
• 5:15
  SPEAKER_01: Um, I think something that most people wouldn't know is that you know, timing wasn't the best for you with CamClad in the respect that you you saw this need for the market, you developed this phenomenal product, and then what happened?
• 5:29
  SPEAKER_01: COVID.
• 5:30
  SPEAKER_01: So having a brand new product.
• 5:33
  SPEAKER_01: I I'm sure you're investing capital into this and you're you're starting to see some traction, and then and then this pandemic hits.
• 5:39
  SPEAKER_01: How did you utilize that time to still progress CamClad and position it so when we came out of COVID, you were ready to take market share?
• 5:51
  SPEAKER_02: That was a really challenging time for us.
• 5:53
  SPEAKER_02: I actually stopped looking at the bank account because I felt like as an entrepreneur that would make my decisions, and I didn't want it to make my decisions.
• 6:00
  SPEAKER_02: So I applied for some grants, which I got through the government to help me with testing.
• 6:04
  SPEAKER_02: And then the opposite effect for the testing labs is what we were seeing with COVID.
• 6:08
  SPEAKER_02: Everybody was really conservative with their money, so nobody was testing.
• 6:12
  SPEAKER_02: So when I went to the lab, I could test anything and everything.
• 6:16
  SPEAKER_02: And so honestly, I think during COVID, I probably got a minimum five to six years ahead on my testing by having that ability to work with the lab and then having all these vacancies, and they were really looking for the work.
• 6:28
  SPEAKER_02: So we tested quite heavily in the hopes that when COVID had ended, which it did go on a lot longer than I thought it would, that we would be in a place where we were ready to come to the market.
• 6:38
  SPEAKER_02: We were more geared to be able to be in shows like the AIA show to talk to architects.
• 6:43
  SPEAKER_02: I think uh a lot of really respectable companies are looking for the testing and the and that not just brand awareness, but what you've put into the product.
• 6:53
  SPEAKER_02: And so that's I think what we got on the positive side out of COVID.
• 6:56
  SPEAKER_01: 100%.
• 6:57
  SPEAKER_01: So uh your great determination to to power through that.
• 7:01
  SPEAKER_01: And I think coming out from that from coming out of COVID, you're right.
• 7:05
  SPEAKER_01: Uh, today, when you look at things like uh uh fire resistance in the West and you having class A fire rating, and then uh uh Miami Dave, those are things that you know we start to see this wood look uh uh category, starting to see more and more competitors in there.
• 7:23
  SPEAKER_01: But you, we CamCLAT has a distinct advantage to that testing, so it's great that you utilize that time.
• 7:29
  SPEAKER_01: And again, five years ahead at least of everybody.
• 7:32
  SPEAKER_01: So that's phenomenal.
• 7:33
  SPEAKER_01: Um, let's talk a little bit, go back and and reminisce.
• 7:36
  SPEAKER_01: You and I uh how did you first meet Wassau Supply?
• 7:39
  SPEAKER_01: How did Wassau Supply first come on to your radar?
• 7:42
  SPEAKER_02: So we sent you a sapple box a long time ago, and um I think you and I met at the IBS show the first time.
• 7:49
  SPEAKER_02: We walked the booth together, and I remember you saying to me, uh, who are you?
• 7:53
  SPEAKER_02: I don't even know where you came from.
• 7:55
  SPEAKER_02: But at the same time, I honestly and I've told other people this, I think our first conversation was a hundred percent genuine because I had no idea the size of Wassau Supply.
• 8:04
  SPEAKER_02: So you go to these big shows like IBS, and you've got lots of people coming in and out of your booth, and being a new product, we had a lot of buzz around us and a lot of people coming around.
• 8:13
  SPEAKER_02: So I gave you, I think, the real version of who CamClad was because I wasn't not knowing how big you guys were and and the possibility, which I'm really glad we are where we are today, because I think that we're we're gonna do crazy things together.
• 8:26
  SPEAKER_02: But I think that I was just very relaxed and I just talked about the product and I wasn't intimidated because I was really trying to wear you guys over as such a big customer.
• 8:35
  SPEAKER_02: After that, when I really started looking into Was Play and found out how they do her, I was like, holy cow!
• 8:41
  SPEAKER_01: Yeah.
• 8:41
  SPEAKER_01: But I think it was a genuine connection, you know.
• 8:44
  SPEAKER_01: Being an employee owned company, I think there's a level of humility that is is found in an organization, and I saw that in you.
• 8:51
  SPEAKER_01: And I think it was really the connection about the product, your passion behind the product, uh, and then really understanding the unmet needs of that market.
• 9:00
  SPEAKER_01: And I think that's really what drew us together.
• 9:01
  SPEAKER_01: And I think it's it's history from there.
• 9:04
  SPEAKER_01: But there are some things, and I know that uh through the process that ended up where we joined forces through an acquisition, um, that there were a lot of other opportunities that came to you.
• 9:14
  SPEAKER_01: You made the choice to move forward with Wassau Supply.
• 9:17
  SPEAKER_01: What were some of those reasons that you chose Wassau Supply?
• 9:20
  SPEAKER_01: And what do you think that the partnership with Wassau Supply has allowed CamCLAD to enter the US market?
• 9:28
  SPEAKER_01: Yeah.
• 9:28
  SPEAKER_02: So I you're right down in my head, other people approach us and we had other opportunities too.
• 9:33
  SPEAKER_02: But when I met Wassaw and I came here, I felt like you guys were a very large entrepreneurial group.
• 9:39
  SPEAKER_02: I felt there was a lot of connections.
• 9:41
  SPEAKER_02: I liked how I don't know if it's the difference of being at Aesop.
• 9:44
  SPEAKER_02: We don't have Aesop in Canada, but I felt like anybody who I had a conversation with cared as much as me and my small team cared about.
• 9:51
  SPEAKER_02: I came from a very small place.
• 9:54
  SPEAKER_02: We started in our shop at 18 people when I moved and Wassau acquired us.
• 9:59
  SPEAKER_02: I think we were just under 70.
• 10:01
  SPEAKER_02: Now we're 110 in a in a year from moving to the new plant.
• 10:05
  SPEAKER_02: So I felt like you guys were the right fit because you are Aesop and just employee-owned.
• 10:11
  SPEAKER_02: And it was like working with more people like me who really cared to get that product over the line.
• 10:16
  SPEAKER_02: It wasn't just about numbers, people matter.
• 10:18
  SPEAKER_02: And I I just thought this is where I'd like to finish my career off is be with, you know, those kinds of people that sometimes I think in business it takes 20, 30 years to build a really strong team.
• 10:30
  SPEAKER_02: And I had a great team, but we were pretty small.
• 10:32
  SPEAKER_02: And the US was growing.
• 10:34
  SPEAKER_02: I think last year we're up 181%, and that's a big part of Wassau Supply.
• 10:39
  SPEAKER_02: We really together finished the package.
• 10:42
  SPEAKER_02: And you and I are working on an architect team.
• 10:44
  SPEAKER_02: I mean, I do not know any other product on the market that has a sales team who has architect-driven specifications, um, who has a distribution network.
• 10:56
  SPEAKER_02: I mean, I honestly believe when we come out with that, we're gonna complete the whole circle and it's endless, the possibility from there for us for growth.
• 11:03
  SPEAKER_02: So we we bring great things to each other.
• 11:05
  SPEAKER_01: Yeah, 100%.
• 11:07
  SPEAKER_01: Couldn't agree more.
• 11:08
  SPEAKER_01: Uh, I think about what you bring uh uh to the table for Wast off Supply, your entrepreneurial spirit, uh, your innovative mindset.
• 11:15
  SPEAKER_01: Uh and I think one of the first things I told you is what a story there was behind CamClad.
• 11:21
  SPEAKER_01: And that's that's really important to Lost Hall Supply because when you're when you're selling differentiated premium products, there really has to be a story, and what a story there is with CamClad.
• 11:31
  SPEAKER_00: Every remarkable building and space starts with a vision, and it's the materials that bring it to life.
• 11:36
  SPEAKER_00: At CamClad, we create architectural products that elevate exteriors and interiors alike.
• 11:42
  SPEAKER_00: It begins with intricate grain patterns and realistic textures that replicate real wood.
• 11:47
  SPEAKER_00: They're designed with the durability, performance, and the sustainability modern projects demand.
• 11:53
  SPEAKER_00: That way, the space you're creating remains as beautiful as the day it was completed, because exceptional architecture is defined by the details, and those details deserve to last.
• 12:03
  SPEAKER_00: CamClad, engineered to exceed expectations.
• 12:07
  SPEAKER_01: So, what today excites you the most about the CamClad product line and maybe the near-term future?
• 12:13
  SPEAKER_01: So, from the product side of things, what's the most exciting thing to you?
• 12:17
  SPEAKER_02: I love developing products that solve problems, that make things easier for the installer, for the homeowner, for a contractor.
• 12:25
  SPEAKER_02: I think it's really important to listen to that customer.
• 12:27
  SPEAKER_02: I'm excited to work with all of us at Wassaw because I think that everybody's out there collaborating and hearing all this, and we get that intel and we can build off of it.
• 12:36
  SPEAKER_02: So I think that a big part of making us stronger and staying in the market as a product that's sought after is to be innovative.
• 12:45
  SPEAKER_02: And I'm excited because I think that growing with can with Wassau Supply and all the salespeople that we have out there and all the connections that we have and the other products that we manufacture really completes the whole the whole list on the building because mixed materials, having Medina doors, having Taylor doors, having diamond coat, they all go together.
• 13:04
  SPEAKER_01: 100%, 100%.
• 13:05
  SPEAKER_01: So kind of staying in the same uh bane of the product side and without giving uh out too much information.
• 13:13
  SPEAKER_01: Um, you know, the recent launch, phenomenal reception in the market uh with Borden Batten, uh, something that's relatively new to uh uh CamClad USA, your privacy walls.
• 13:26
  SPEAKER_01: I know that uh I was a little apprehensive of those when you first showed them to me.
• 13:29
  SPEAKER_01: And where am I seeing them all over the place?
• 13:32
  SPEAKER_01: So we had those products that were what we brought to market.
• 13:35
  SPEAKER_01: Uh, where do you see the next big area for exterior push that may be an unmet need in the market or a place that we can add value to?
• 13:45
  SPEAKER_02: I think that we need to work on an evolution of CamPlaid into aluminum.
• 13:50
  SPEAKER_02: I think non-combustibility is the next step.
• 13:53
  SPEAKER_02: I think solving some of those other issues around architectural accents.
• 13:56
  SPEAKER_02: So, like our columns have been a great success.
• 13:58
  SPEAKER_02: They have a privacy wall gives a different look.
• 14:01
  SPEAKER_02: I think having blocks come out and other things that are laminated to match, make the installer vote easier.
• 14:07
  SPEAKER_02: I think those are gonna complete us.
• 14:09
  SPEAKER_02: I feel like as long as we come to the market with a complete system and we have all those missing pieces, that's gonna be a big growth driver for us.
• 14:18
  SPEAKER_01: Yeah, and I think that's something that uh, you know, wassoff's play, uh, you know, how did how do maybe we help that?
• 14:24
  SPEAKER_01: And again, that integration is that's been pivotal to the success of Diamond Cold, is really that system approach.
• 14:30
  SPEAKER_01: And now, how are we bringing that to uh Hikan plan?
• 14:33
  SPEAKER_01: I think what's something that you just shared right now is bringing out the new line of blocks.
• 14:37
  SPEAKER_01: I think that's gonna be a phenomenal addition.
• 14:38
  SPEAKER_01: So I'm also looking forward to working with you.
• 14:41
  SPEAKER_01: I think there's a lot of unmet needs in the multifamily and commercial space, so I think there's a lot of space for us to evolve there as well.
• 14:47
  SPEAKER_01: So another part is not just uh what most people look at as the is the fun part of it, which is innovation and new products, and but it's also leadership.
• 14:58
  SPEAKER_01: And what you know, through this whirlwind that you've experienced in the last 24 to 36 months, not only the acquisition, moving into a new facility, new RERP, going from uh a very small staff, uh expanding that exponentially.
• 15:15
  SPEAKER_01: What's the one leadership lesson that you've learned over the last 36 months?
• 15:21
  SPEAKER_02: That's a tough one.
• 15:23
  SPEAKER_02: Um, honestly, I think sometimes I really have to take that 24-hour rule.
• 15:28
  SPEAKER_02: I think that you get upset about things, and I think by all of us, and I swear Philadelphia really, you know, jives with me is that you be an entrepreneur and being responsible for everything brings a lot of emotions.
• 15:40
  SPEAKER_02: So that you do get worked up with those stuff.
• 15:42
  SPEAKER_02: But going through that transition that moving, that was probably one of the biggest things I ever did.
• 15:46
  SPEAKER_02: I had an integration manager come and help me from Wassau Supply, the whole team that came to support us around M3.
• 15:53
  SPEAKER_02: Those are the missing pieces that made everything so much easier.
• 15:56
  SPEAKER_02: I have a great team and we have great staff, but I now know that sometimes you just have to calm down and not worry about it.
• 16:04
  SPEAKER_02: Tomorrow always brings another day.
• 16:05
  SPEAKER_02: Things don't seem as as bad as they as they do right in the forefront.
• 16:09
  SPEAKER_02: So now I really do take that time, just step back and then react later.
• 16:14
  SPEAKER_01: Yeah, I've been so glad to see uh again where I think you bring the most value to our customers is is through that innovative mindset.
• 16:24
  SPEAKER_01: Uh and you know, through the resources of Wall Sall Supply and the mutual investment into CamCLAD, uh, you're now able to take advantage of some of those resources.
• 16:31
  SPEAKER_01: That's been great.
• 16:32
  SPEAKER_01: Uh, it's great to see you kind of uh being able to focus your efforts in other areas.
• 16:38
  SPEAKER_01: But uh what what keeps you passionate about this industry, even through these challenges?
• 16:44
  SPEAKER_01: How what keeps you going?
• 16:45
  SPEAKER_01: Because all these things could make you say, wow, is this worth it?
• 16:49
  SPEAKER_01: But I see it every day.
• 16:50
  SPEAKER_01: Every time I see you, you're you've always got the same energy, same passion.
• 16:54
  SPEAKER_01: Um how how do you how do you stay passionate?
• 16:58
  SPEAKER_02: Honestly, I I love architecture.
• 17:01
  SPEAKER_02: I think that if I was born in another world, I might have been like a real estate agent or maybe something as a designer and architect.
• 17:07
  SPEAKER_02: I love solving problems and looking at buildings and seeing how they could look so much better.
• 17:11
  SPEAKER_02: That is really a big part of what keeps me going.
• 17:14
  SPEAKER_02: I always want to look at something and think, okay, how could we make that and make that better?
• 17:18
  SPEAKER_02: How could we make an install easier?
• 17:20
  SPEAKER_02: How could we make it last longer?
• 17:22
  SPEAKER_02: I think that that's probably the biggest part where I get my inspiration from.
• 17:26
  SPEAKER_02: And then also a lot of my team, they're always bringing me ideas when they're out visiting architects or they see something in a new market that they've gone into.
• 17:34
  SPEAKER_02: They're bringing those ideas back to the shop and that collaboration that I have.
• 17:37
  SPEAKER_02: And and same with Wasaw, you know, we've gone into a new market in the US and there's different things in different markets, and the guys are telling me about that stuff.
• 17:43
  SPEAKER_02: I love that.
• 17:44
  SPEAKER_02: I love hearing about that stuff.
• 17:46
  SPEAKER_02: So I think as we collaborate together and continue to grow, that we'll just be solving more of those problems and expanding the CamClad line.
• 17:54
  SPEAKER_01: Yeah, so exciting that you know, we're just getting started.
• 17:56
  SPEAKER_01: And you you've mentioned it several times during this conversation about uh the architectural aspect of this, and uh, you know, for our audience out there and really for our dealers, because it's a huge value uh that we can bring to them is driving specification.
• 18:09
  SPEAKER_01: But so excited that's not a space that Wassau Supply has really engaged in uh significantly in the past, and with your expertise and what you're bringing to the table.
• 18:17
  SPEAKER_01: Super excited here that over the next couple months we're gonna launch.
• 18:20
  SPEAKER_01: I think what is gonna be unrivaled in the industry because we're gonna really take it from manufacture uh all the way through that process and make sure that there's a you know availability of product, uh, make sure that uh installers uh have good experience.
• 18:36
  SPEAKER_01: So we're really gonna revolutionize that architectural place.
• 18:39
  SPEAKER_01: So super excited about that.
• 18:40
  SPEAKER_01: Uh, if we leave our listeners with one thing today, whether they're builders, designers, future entrepreneurs, what would be the one thing that you would want to leave our audience with today?
• 18:51
  SPEAKER_02: I think that the thing that we want to leave the audience with is that CamClad and Wassa Supply together are really building that pipeline for the future, for our growth, for our stability.
• 19:00
  SPEAKER_02: And I think that's pretty exciting for us.
• 19:02
  SPEAKER_02: It's not just about chasing trends, but it's making those trends.
• 19:06
  SPEAKER_02: And I think by working with our customers really closely and our architect team, we're gonna find those solutions to those problems.
• 19:13
  SPEAKER_01: That's excellent.
• 19:13
  SPEAKER_01: Well, couldn't agree more.
• 19:14
  SPEAKER_01: I think the value that CamClad has brought to our customer base is phenomenal in in uh trying times or in the economy.
• 19:22
  SPEAKER_01: It's always good to have a new product that's really innovative and in demand in the market, and we've seen that uh by the reception from our customers.
• 19:29
  SPEAKER_01: So phenomenal to have you here.
• 19:31
  SPEAKER_01: Uh, congratulations on being part of the Waffsaw team.
• 19:33
  SPEAKER_01: Looking forward to the great future together.
• 19:35
  SPEAKER_01: Thanks again, Amber.
• 19:36
  SPEAKER_02: Yeah, thanks, Adam.
• 19:37
  SPEAKER_02: Six eight.
• 19:38
  SPEAKER_01: From a small paid shop to a nationally recognized brand pushing the boundaries of exterior design.
• 19:44
  SPEAKER_01: It's a story built on vision, hard work, and timing.
• 19:47
  SPEAKER_01: Amber Gunderson, VP and GM of CamClad, thank you for joining us on Red Truck Radio.
• 19:52
  SPEAKER_01: It's been an incredible conversation.
• 19:54
  SPEAKER_01: And to our listeners, thanks for tuning in.
• 19:57
  SPEAKER_01: If you enjoyed this episode, make sure to subscribe, share it, and join us next time as we continue to highlight the people and ideas shaping the future of building products.
• 20:06
  SPEAKER_01: Until next time, this is Red Truck Radio.