PrimeLock and PrimeClassic, renowned for their wood trim, siding, patterns, and mouldings, have officially rebranded to Princeton Fine Wood.
This strategic transformation signals the company’s dedication to crafting premium wood products using Eastern White Pine and its proprietary processes. The rebranding represents a significant step in the company’s journey toward innovation, expansion, and resolving longstanding challenges associated with traditional wood trim.
A Milestone in Innovation and Growth
For over 25 years, the Matra Group, parent company of Princeton Fine Wood, has been manufacturing precision wood products under the names PrimeLock and PrimeClassic. While these brands earned recognition for their high-quality wood trim and mouldings, their growing portfolio and evolving vision required a name that better captured their ambitions.
The transition to Princeton Fine Wood reflects a modern approach to crafting wood products,PrimeLock and PrimeClassic emphasizing durability, aesthetic appeal, and sustainability. The rebrand aligns with the company’s mission to expand into the U.S. market and redefine the use of wood trim, honoring wood’s rich history as a fundamental building material while innovating for the future.
“PrimeLock and PrimeClassic Our rebranding to Princeton Fine Wood is more than just a name change,” said Jordan McKay, Director of Marketing for Matra Group. “It’s a reflection of our growth, our vision, and our dedication to delivering innovative solutions to our customers. It signifies a new era for our team, partners, and customers, an evolution in which we redefine wood trim and continue to push the boundaries of innovation.”
Why Eastern White Pine?
PrimeLock and PrimeClassic,Princeton Fine Wood’s focus on Eastern White Pine is central to its strategy. This premium wood is prized for its natural beauty, strength, and versatility, making it an ideal choice for both interior and exterior applications. Unlike many traditional wood products, Princeton Fine Wood utilizes cutting-edge technology and proprietary manufacturing processes to create PrimeLock and PrimeClassic wood trim that is rot-resistant, dimensionally stable, and environmentally friendly.
The company’s commitment to quality and sustainability ensures that its products meet the needs of modern builders, architects, and homeowners while maintaining the timeless elegance of natural wood.
A New Identity
To mark this evolution, Princeton Fine Wood unveiled a refreshed brand identity, including a new logo, tagline, and website PrimeLock and PrimeClassic The updated branding emphasizes the company’s forward-thinking approach while maintaining its core values of high-quality service, sustainability, and next-generation manufacturing.
The rebrand also follows a similar transformation for PFP Distribution (formerly Princeton Forest Products), which revamped its identity in 2024. As Princeton Fine Wood’s exclusive distributor, PFP Distribution plays a crucial role in delivering these premium wood products to markets across North America.
Expanding Reach in 2025
Looking ahead, PrimeLock and PrimeClassic, Princeton Fine Wood is poised for growth. The company plans to expand its distribution network and enter new markets in 2025, making its precision-engineered wood products more accessible to customers across the United States.
“This name change embodies our dedication to growth, sustainability, and craftsmanship,” said Jean-Francois Drouin, Co-President of Matra Group. “It positions us to expand into new markets and share our precise, rot-resistant, and dimensionally stable wood product with the world.”
The rebranding comes at a time when demand for innovative, sustainable building materials is on the rise. With its focus on creating products that blend durability, design flexibility, and elegance, Princeton Fine Wood is well-positioned to meet the needs of a rapidly evolving construction and design industry.
Commitment to Craftsmanship and Sustainability
Despite the changes in branding and identity, Princeton Fine Wood remains committed to the values that have defined its success for over two decades. The company continues to prioritize sustainability by using responsibly sourced materials and advanced manufacturing techniques to minimize waste and maximize product lifespan.
In addition to its focus on environmental responsibility, Princeton Fine Wood is dedicated to fostering strong partnerships with builders, architects, and distributors, ensuring a seamless experience from production to installation.
The Future of Wood Trim
As Princeton Fine Wood embarks on this new chapter, it aims to set a higher standard for the wood trim industry. With its innovative use of Eastern White Pine, commitment to sustainability, and focus on quality craftsmanship, the company is redefining what’s possible for interior and exterior wood products.
The rebranding marks not only a change in name but also a bold vision for the future—a future where Princeton Fine Wood continues to lead the industry in innovation and excellence.
