Table of Contents
Sierra Forest Products parent UCS Forest Group, Mississauga, Ont., is officially rebranding as Spitz Group, a milestone that reflects both the company’s 40-year legacy and its forward-looking vision for the future.
The transition to Spitz Group represents a natural evolution of the organization, aligning its identity with the scale, structure, and capabilities built over four decades. As a cohesive parent brand, Spitz Group unites its family of companies under a single, cohesive platform designed to better identify the company as it continues to “Deliver the Difference” to its customers, partners, and suppliers across North America.
“While our parent brand is changing, what defines us remains the same,” said Warren Spitz, founder and CEO. “Our business has always been built on long-term relationships, deep expertise, and commitment to the people we serve. Spitz Group reflects our legacy as a family-owned company and positions us for the future.”
Under the Spitz Group brand, the company continues to operate through its established businesses, including Sierra Forest Products in the U.S., Upper Canada Forest Products and A&M Wood Specialty in Canada. Each company will maintain its market focus and identity while benefiting from the strength, scale, and shared values of the broader group.
The rebrand also introduces Atlas Import, the organization’s global sourcing and trading business.
Built on decades of sourcing experience, Atlas strengthens the company’s ability to connect global supply with customer demand, reinforcing its commitment to reliability, quality, and long-term partnerships.
Founded on a commitment to professionalism, care, and partnership, the company has grown as a leading North American distributor and importer of high-quality wood products. The move to Spitz Group reflects a continued investment in innovation, sustainability, and customer success, while staying grounded in the values that have defined the organization since its inception.
With a renewed identity and a clear strategic direction, Spitz Group is positioned to deliver enhanced value to customers through expanded capabilities, deeper market insight, and a continued focus on partnership-driven service.
“This is more than a new name,” added Warren. “It’s a reflection of our belief that growth comes from partnership and that our future is built by continuing to show up for our customers, every day.”
