Company will extend its digital retail presence with new Director Channel Sales Retail and E-commerce, Glenn Coffee

GARLAND, Texas – Jan. 15 – In a move that reflects the needs and trends of today’s shoppers, Glenn Coffee has joined Fortress Building Products as Director Channel Sales Retail and E-commerce. Digital sales and e-commerce is a growing sales channel in the home improvement and construction industry. According to The NPD Group, U.S. home improvement sales online were up an impressive 33% in 2018, and the trend is expected to continue.

At Fortress, Coffee brings more than 25 years of retail and e-commerce experience to lead the identification, onboarding and continuous improvement of all Fortress' retail and e-commerce customers.

As outlined in Fortress’ Vision 2020 plans, this role is instrumental for the company to realize the significant market potential that the retail and e-commerce channels offer. This will become increasingly important as Fortress invests in its growth plans for the future, which include adding new product lines and embracing how today’s customer's shop.

“The way that today’s retail customer makes purchasing decisions is more and more online; from search engines to social networks, e-commerce is a crucial way we can reach our next customer that wants to purchase directly from Fortress,” said Jeff Schulz, Vice President of Channel Sales at Fortress Building Products. “Having seen the programs and approach Glenn has honed over the last 18 years shows me that he is bringing a tremendous depth of tactical experience. I am confident that he will be an integral part of our growth vision.”

Coffee comes to Fortress with a strong background in retail and e-commerce new business development. He spent the early part of his career developing programs for Kohler Company at Menards, Lowe’s and Home Depot, and has steadily expanded his expertise with players such as Costco, Tractor Supply, Ace Hardware and Do It Best. Coffee also has more than two decades of digital experience driving consumer and B2B channel growth for the Sterling brand. He brings strong best in class experience in strategically building a retail and e-commerce business from the ground up.

About Fortress Building Products

Fortress Building Products is a leading manufacturer dedicated to delivering proven performance and smarter solutions in the residential, multi-family, commercial and industrial building products industries. Based in Texas, Fortress Building Products supplies North America with forward-thinking outdoor living solutions, including steel and aluminum railing, fencing, framing and pergolas. With an excellent track record built on 50 years of innovation, Fortress® is focused on providing the best steel and aluminum products that build a stronger tomorrow for people and the planet. Sustainable, durable and socially responsible, Fortress’ category-leading solutions strengthen the way people build and live. Learn more at www.fortressbp.com/.