Hardwoods Distribution Inc., Langley, B.C., has rebranded the company as Adentra, Inc.

 (HDI) announced today the rebranding of the company to ADENTRA Inc. (“ADENTRA”) and launch of a new website: ADENTRAgroup.com.

Deriving from the Spanish word “dentro” meaning “within,” Adentra represents the company’s modern identity as a distributor of architectural design products used to create beautiful spaces where we live, work and play.

“We believe the new name captures the overall value we have built—our extensive product portfolio, our critical role in providing supply chain expertise, and the benefits of scale we deliver across our vast network of customers,” said president and CEO Rob Brown. “While our corporate name undergoes a rebrand, our work with customers and vendors continues through our five flagship brands: Novo Building Products, Mid-Am Building Supply, Rugby Architectural Building Products, Paxton Lumber, and Hardwoods Specialty Products.”

The rollout includes a new logo, corporate tagline (“Creating beautiful spaces where we live, work and play”), and website (adentragroup.com).

The rebranding initiative comes just over a year after HDI acquired Novo Building Products and Mid-Am Building Supply, which expanded its markets beyond industrial distribution, architects and designers to include pro dealers and home centers.

Effective Dec. 8, 2022, Adentra’s common shares began trading on the Toronto Stock Exchange under the symbol “ADEN.”

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