Dispatch·2026-02-20·5 min
Why we opened with a full line.
The catalogue is nine styles across three materials, not one flagship. Here’s the logic.
NorthStar
/Company
A lot of wood-products companies open with one or two flagship SKUs and grow the catalogue after the brand takes. We took the opposite bet: a full line of signature styles on day one.
The reason is practical. A lumberyard or a fence-install crew needs the full fence line — a solid privacy panel, a both-sides shadowbox, lattice-top options in diagonal and square, and a modern wood-and-steel. Matching gates and custom sizes round it out. If we only offered one or two of those, the yard buys the rest somewhere else and our brand sits as a one-line on their quote. If we offer the whole line, they quote NorthStar end-to-end.
Opening with the full line was the only way to be a serious fence supplier to a serious yard.
Published 2026-02-20 by NorthStar, Company.
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