UK timber merchant James Latham has introduced a direct sales channel under the brand 'Latham Direct Timber', marking a strategic shift towards bypassing traditional distribution layers. The move positions the company to serve end customers directly, potentially challenging established merchant and distributor relationships in the sector. While details on product range and target customer segments remain limited, the initiative signals growing pressure on conventional timber distribution models. Industry observers note that direct-to-customer strategies have gained traction across building materials sectors, driven by digital infrastructure and margin optimisation.