Protecting a trusted timber merchant brand as the business expands beyond its local roots

For more than 40 years, Atlantic Timber has supplied timber products to builders, tradespeople and homeowners across Greater Manchester and Cheshire.

Based in Altrincham, the family-run business serves everyone from enthusiastic DIYers to independent joiners, landscapers, hospitals, schools and property developers.

Over the years the company has built a strong local reputation for quality materials and specialist service. Today, under the leadership of Martin Buckle, Atlantic Timber continues to grow while staying rooted in the community it has served for decades.

But as the business has expanded online and begun serving customers further afield, protecting the Atlantic Timber name has become an increasingly important part of safeguarding the brand’s future.

A timber merchant serving every level of the construction industry

Atlantic Timber provides materials for a wide range of building and home improvement projects.

As Martin explains:

“We service every level of the construction industry from enthusiastic DIYers to your white van man independent joiners, builders, landscapers, hospitals, schools, property developers, everybody who needs timber for a construction project, we can offer that.”

Alongside construction timber, the business supplies doors, flooring, worktops and landscaping materials.

One of Atlantic Timber’s key advantages is its machining capability, which allows customers to bring in a cutting list and have materials prepared before they leave.

This service saves tradespeople time on site and allows DIY customers to complete projects without needing specialist tools.

Rather than competing purely on price with national DIY chains, Atlantic Timber has deliberately focused on quality materials and specialist products. This approach has helped the business develop strong relationships with niche industries including camper van conversions, marine work and narrow boat building.

Growing beyond the local market

For much of its history Atlantic Timber operated primarily as a local timber merchant, serving customers within a relatively small radius of its Altrincham base.

However, around eight years ago the company introduced an e-commerce platform, opening the business up to a much wider audience.

Martin says the reach of the website still surprises him.

“Every now and then I look at our orders through the website and there’ll be a decking order to Plymouth, and I think there must be a million places between here and Plymouth where you can buy decking.”

With the business becoming more visible online, the Atlantic Timber name was now reaching far beyond the North West.

That increased visibility prompted Martin to think more carefully about protecting the brand.

Why protecting the Atlantic Timber name became important

As Atlantic Timber expanded its digital presence, the business became easier to find through search engines and online orders.

That visibility also meant the brand name could potentially be seen and used by others.

Protecting the goodwill built up over decades of trading became an important step.

As Martin explains:

“When there’s more eyes on you that sort of makes you think maybe we need to see a bit of a bigger picture.”

Trademark protection helps ensure that the reputation associated with a brand remains attached to the business that created it.

Why Atlantic Timber worked with The Trademark Helpline

Although trademark applications can technically be filed independently, Martin felt it was important to seek professional guidance.

He approached The Trademark Helpline to ensure the Atlantic Timber brand was protected correctly and that the process was handled properly.

As Martin explains:

“Anything that’s got kind of a legal connection to it, you think you need to get the professional advice.”

For Martin, it was also important to focus his own time on running the business rather than navigating specialist legal processes.

“I want to spend my time doing the things that are core to my business… I’d rather the people who are specialists in those do those.”

Working with The Trademark Helpline meant the business could move forward confidently, knowing the brand it had built over more than four decades was properly protected.

Protecting the long-term value of the business

Trademark protection also supports the long-term value of a business.

Through discussions with a business coach, Martin began thinking more strategically about protecting the company’s intellectual property and documenting key business assets.

He explains:

“If someone looking to buy the business would say ‘Have you protected your IP?’ we could say ‘Yes, we’ve done that.’”

Protecting intellectual property can help strengthen conversations around future investment, growth or potential sale.

Protecting a reputation built over four decades

Atlantic Timber remains deeply connected to the local community where it was founded.

Many customers have been visiting the yard for years, and the business has become a well-known landmark within the area.

But as the company continues to grow and serve customers further afield, protecting the Atlantic Timber brand has become an important step in safeguarding the future of the business.

With the support of The Trademark Helpline, the business now has the confidence that the name it has built its reputation on for more than 40 years is properly protected