In this episode of the Woodpreneur Podcast, host Jennifer Alger sits down with Cathy Cohne, fifth generation at Melrose Lumber Co. in Austin, New York. The company was founded in 1922 by Cathy's great-great-grandfather, and when he passed away early, his wife, a Russian immigrant with no English, stepped in and kept the doors open during the Depression. That grit runs through the whole story. The family later operated Manhattan Lumber Company in the city before New York's Urban Renewal program purchased the location, and a fire in the 1960s forced a move from the Melrose section of the Bronx to where they are today.

Cathy grew up in the business. If she wasn't in school, she was stocking shelves, helping customers, and making sure everything looked right. She went on to earn a business degree with a minor in marketing and later an MBA, always with the family business in the back of her mind. After COVID, she stepped fully into a leadership role alongside her dad, and the two manage the operation together with her mom handling the books.

Melrose Lumber Co. is about 70 percent lumber and the rest hardware, essentially a miniature home center. They carry plywood, dimensional lumber, Douglas fir, pressure treated, cedar, PSLs, LVLs, and a full hardware selection. Cathy walks through the realities of sourcing from major suppliers, fielding quotes by phone and email, and competing with the big box stores on price while offering something they never will: real customer service and a personal touch.

A big chunk of the conversation centers on marketing and staying current. Cathy launched an e-commerce website in October and has been working with a media company on SEO for about a decade. The data from those efforts is already shaping how she runs the physical store. When analytics showed that walking sticks were the number one search keyword, she stuffed the rack full and let foot traffic do the rest. She also talks about the early days of AI-generated quoting, her hesitation to give up control, and how ChatGPT started sending brand new customers through her door during an ice dam season.

The conversation touches on COVID-era challenges, the shift from cedar everything to more economical Douglas fir as budgets tightened, fuel surcharges driving up order minimums, and the balancing act of inventory management when you refuse to run out but also refuse to overstock. Cathy's philosophy is simple: stay organized, stay efficient, and listen to what customers are actually asking for.

Tune in, be inspired, and don't forget to follow the Woodpreneur Podcast. New episodes drop every Thursday morning wherever you consume your podcasts.

00:00 A Russian Immigrant Runs a Lumber Company in the 1930s

05:10 What Melrose Lumber Co. Carries and How They Source It

09:36 Launching the E-Commerce Store and Navigating AI

18:23 Lumber Trends, Cedar to Douglas Fir, and Economic Shifts

22:06 Education, Family, and Choosing the Business

27:55 Tariffs, Fuel Surcharges, and Adapting to Rising Costs

The Woodpreneur Podcast brings stories of woodworkers, makers, and entrepreneurs turning their passion for wood into successful businesses - from inspiration to education to actionable advice. Hosted by Steve Larosiliere and Jennifer Alger

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You can connect with Cathy at:

www.melroselumber.com

https://www.instagram.com/melroselumberco/