All Star Metals Inc. Sees Industry as a Competitive Brotherhood.
OUTSIDE THE BOX
We hear it all the time: “Look outside the box.” But where does looking out of that box leave you? In the metal shingle industry perhaps. At least that’s what happened when James Weber found that the wood dust from furniture building was negatively impacting his health. He probed for an alternative opportunity.
What Weber saw was a need for something other than asphalt shingled roofs which were prevalent in the St. Jacobs, Ontario, area. Weber thought metal would be a better choice.
He began manufacturing metal roof shakes from 28 gauge blanks. So began All Star Metals Inc.
PRODUCT LINE, MARKETS, AND SERVICE
It wasn’t long before the new company began expanding their product line. They started roll-forming 26 gauge standing seam with a mobile roll former allowing them to provide value-added service, manufacturing panels at the job site. This is a niche opportunity in a market dominated by “barn steel” (aka ag panel) roll formers. They then acquired three new machines from CSC in 2022, which further expanded their offerings with a 10” board and batten siding, 16” soffit and a 30” barn steel panel. 2024 brought a 24-gauge standing seam roll former from New Tech Machinery. A roll former was acquired to expand their siding portfolio, adding 15 new profiles.
They got their start as a company providing metal shingles for re-roof and new builds, partnering with local contractors who do the actual installation.
The area has more than a dozen metal roofing shops within an hour’s radius.
“But,” comments Simon Zehr of Marketing, “competition is healthy; it strengthens the industry and provides consumers with many choices in metal.
“We focus on service with a fast turnaround, and to facilitate that we keep a large inventory of coil in stock,” Zehr said.
Package turn-around is usually within two weeks with trims, roof, underlayment… their mission is to get the customer what they need quickly. For reroofing over asphalt on a budget, they offer through-fastened panels. However, Algoma shingles are another well-received option while standing seam is their signature product.
CHALLENGES
Beginning a company in a whole new medium is a huge challenge in and of itself. “Think oil canning,” Zehr said. Naturally this was a new concept when they came from the world of wood.
They overcame these initial challenges through collaboration with experienced people in the industry.
“It is in rollformers’ best interests to support each other,” Zehr said. “The rollforming community did not disappoint.”
During the COVID-19 shipping crisis, the company was challenged to obtain enough steel, which proved to be a blessing in disguise.
“We dealt primarily with Colored Steels Inc., and the limited availability led us to expand our supply horizons. We began new partnerships with Taylor Steel and Cascadia Metals LTD,” Zehr said.
Business Success
The company has experienced steady growth throughout seven years of doing business. Zehr credits a number of things for it, including a team of dedicated employees.
Zehr said, “James, the company’s owner, advocates work/life balance, sponsoring a summer picnic, a Christmas dinner, and various perks throughout the year. Put it this way: Whenever the company has had a great year, we all have a great year!”
The mobility of the company’s services is another component of their success. Employees take portable roll formers to jobsites to roll panels, bringing the shop-made trims with them. They also offer rental of a Swenson Snap Table Pro and various seaming tools.
Their machines are Eastwood, New Tech, and Roll Former LLC roll formers, Swenson Shears, and a CSC soffit machine from Washington. All of these machines have been fantastic to work with Zehr said.
GOALS AND TRENDS
The company has its eye on a new location nearby with plans for moving operations to a larger facility.
The COVID-19 era bubble appears to have burst. Sales are still good, but leads require more time and tend to ask about more options before committing.
Zehr sees more challenges on the horizon. “We may need to work on finding new products and/or techniques to keep costs down, but all in all, the future of metal looks healthy,” Zehr said. RF
