Background: A Trusted Partnership
Hamlin Building Center (HBC) has partnered with BPI for many years, sourcing high-quality building materials such as shingles, siding, aluminum deck railing, and more. With multiple locations and a focus on serving both contractors and homeowners, HBC relies on dependable suppliers that provide both product availability and attentive support. So, when BPI introduced Barricade house wrap to their product offering, it was a natural extension of an already strong relationship.
“We’ve worked with BPI for many years on several products,” said Jason Saathoff, Hamlin Building Center’s Business Operations Manager. “They’ve always been reliable and supportive. Adding house wrap to the list was an easy decision.”
The Need for Change
Prior to the switch, HBC was limited to purchasing house wrap from a single-source distributor and, therefore, limited in its ability to increase margins and customer value. That supplier relationship was limited — house wrap was the only product they sourced from them — and as a result, HBC experienced minimal customer service, limited flexibility, and higher costs. Service reps were rarely seen, and product support was lacking.
Meanwhile, jobsite needs were evolving. Builders were asking for better performance, and pricing pressures made it harder to maintain profit margins and stay competitive with high-priced wrap products.
Why Barricade Made Sense
When BPI introduced Barricade house wrap to Hamlin Building Center, the decision to switch was rooted in performance, cost savings, and reliable support. The previous wrap supplier had limited flexibility and came with high costs, and Barricade offered a higher quality alternative that aligned perfectly with HBC’s goals.
Barricade delivered on every front: it performed better on the jobsite, made installations faster and easier for builders, and gave HBC the opportunity to increase margins without compromising on quality and value.
Key reasons why Barricade was the right fit for HBC:
- Significant Cost Savings: Barricade is nearly half the cost of HBC’s previous product, allowing them to offer customers a more competitive price point while increasing their own profitability.
- Better Product Performance: Barricade has a heavier, more durable feel than competing products. It holds up better on the jobsite, resists tearing, and stands up to wind and weather more effectively.
- Visibility That Speeds Up Siding: The material is see-through, allowing builders to view OSB lines beneath the wrap. This eliminates the need to snap chalk lines—making siding installation quicker and more accurate.
- Stronger Margins for the Yard: Lower product cost means higher margin potential—improving the bottom line for HBC on every roll sold.
- Custom-Branded Wrap Options: BPI offers custom logo printing on Barricade wrap. HBC can brand their own rolls or offer builders custom-printed wrap—adding value and visibility for both parties.
- Comprehensive Warranty Support: When paired with Barricade-branded tape, the product includes a strong blow-off warranty that provides additional peace of mind for both the dealer and the builder.
- Education & Sales Support: BPI’s local rep worked directly with HBC staff and builders, teaming with Barricade to provide training and marketing support. This helped HBC’s customers understand the product’s benefits and convert spec’d projects to Barricade.
Added Value with Custom Branding
A unique benefit of Barricade Wrap through BPI was the ability to custom-print logos directly on the wrap. HBC now offers private-label wrap for its own brand as well as its builders—something they couldn’t do with their previous product line.
Saathoff emphasized that beyond performance and pricing, it was the reliability and attentiveness of BPI’s team that made the transition to Barricade seamless and successful. “We have several builders who now have their own logo on the wrap—some paired with ours, some with just theirs. It’s great branding for them and a value-add we can offer.”
Customer Testimonial
“Before switching to Barricade, we were stuck buying house wrap through a single distributor—and it was a frustrating experience. That supplier offered poor service, and the cost was nearly double what we pay now. When BPI introduced Barricade, it was an easy decision. Not only is it a better-performing product, but it’s also more affordable, giving us stronger margins and better value for our customers.
We already had a great relationship with BPI through other products like shingles, siding, and railing, so adding house wrap to the mix just made sense. Their team has been incredibly supportive, from hands-on training to helping get specs switched on plans. Plus, the option to customize the wrap with our logo—and even our builders’ logos—has been a great marketing boost. Working with BPI on Barricade has been a win for everyone involved.” — Jason Saathoff, Business Operations Manager, Hamlin Building Center
To learn more about partnering with BPI and Barricade Building Products, click here.
