Strategic merger Portage Lumber Do It Best recently announced a merger with Milwaukee-based Bliffert Lumber, creating expanded market reach and potential cross-sell opportunities for building materials across greater Wisconsin.

Regional growth With 11-50 employees and revenue in the 1M–10M range, there is room to scale operations through added supplier partnerships, increased inventory breadth, and enhanced distribution capabilities to capture nearby contractor and DIY demand.

Digital footprint The company uses WordPress, Google Analytics, and Gravity Forms, indicating a baseline online presence with data-driven marketing potential. There is opportunity to optimize e-commerce/lead capture, digital campaigns, and customer attribution.

Market positioning As a wholesale building materials supplier in a fragmented market, Portage Lumber can leverage the merger to position itself as a regional hub for pro contractors, builders, and supplier services, differentiating through expanded inventory and responsive delivery.

Sales opportunities Potential to pursue cross-selling with Bliffert Lumber customers, upsell premium or bulk materials, and offer value-added services (e.g., bulk pricing, credit terms, delivery optimization) to grow revenue within the mid-market contractor segment.