There’s something unmistakable in John Daniels’ voice when you hear his radio ad for Chelsea Lumber Co.—a warmth, a steadiness, a sense of trust. But if you have the chance to talk with him, in person, you realize it’s not just an ad. This is a man—along with his team—who knows what he’s doing. That’s no surprise for a business that’s been trusted for 117 years, but what is remarkable? They still love doing it.
Chelsea Lumber, Grain & Coal Company, now known as Chelsea Lumber Co., opened its doors in 1908 and has been a part of the Daniels family since the 1920s. While John’s grandfather, Warren, helped shape the company’s early identity, it was John’s father, Bob Daniels—a Korean War veteran and former Mayor of Chelsea—who shepherded it through five decades of growth and changing consumer needs.
“Dad always had time. He always had time for people,” John says, adding that his father would often say, “If you want something done, go to the busiest person in town.” And Bob embodied that saying, helping businesses and organizations in his hallmark quiet and humble way while building a reputation for trust that customers still feel today.
But kindness and trust alone do not help a company weather wars, recessions, and shifting habits. That takes vision. “He always seemed a step ahead of what we needed to do…he was a very strong advocate of growing and not staying complacent,” John says. That belief fueled a major leap in 1983—when interest rates hovered around 20 percent—as Bob and John opened a new location with a large showroom. It was a bold risk, but one they knew the company needed to take in order to evolve. “Dad always wanted a showroom to show the different styles, what’s current… and we really branched into that heavily,” John says.
John officially took over the business in 2012, after Bob’s passing. And while Bob dreamed of that first showroom, it’s John who has expanded and modernized the vision to match how people shop today. Under his leadership, Chelsea Lumber recently renovated its Chelsea showroom down to the studs. “It’s all about people being able to visualize,” he says. “Open the doors, open the drawers, be in front of it.”
The growth continued into Saline, where Chelsea Lumber unveiled a revamped kitchen design center this fall, further cementing its role not only as a supplier but as a full-service design partner. With professional designers in both locations who understand cabinetry, countertops, and finishes—and who collaborate closely with trusted builders—customers receive a level of expertise you can’t find at a big-box retailer. “It’s spiked interest from consumers that we’re more than just a lumber company,” John says. “We are a kitchen and design center, and we know what we’re doing.”
Many first-time visitors still walk in expecting a small-town lumber store—and their surprise is one of John’s favorite things. “We still get, ‘Wow. We’ve never been here,’” he says. “They walk in the door and go, ‘We didn’t realize what you guys had.’” The breadth is extensive: hardware, tools, home products, specialty items, and—in Bridgewater—feed and supplies for the rural community.
What truly elevates the experience, though, is the team. “It’s the knowledge, experience, and the service,” John says. “People want answers. They want someone who knows the product. And our employees, they’ve been here 10, 15, 20, 25 years.” Customers quickly learn this is not the big-box shopping experience. It’s personal, informed, and rooted in decades of relationships and quality workmanship. “Quite frankly, the employees enjoy working there, which is a terrific thing for me as an owner, that they like what they do,” John says. “They come in with a great attitude…and they’re able to help because they’ve simply been there and experienced it year after year after year.”
Leading a business with such history is something John doesn’t take lightly. For him, the responsibility as the fourth generation is both humbling and energizing. “It’s something—you take a lot of pride in it,” he told me. “You want to sustain it, and if at all possible, you want to grow it. You want to leave your own piece of the legacy.”
That desire is grounded in gratitude—for the foundation his grandfather and father built, for employees who have dedicated their careers to the company, and for the customers who continue to choose Chelsea Lumber.
At 65, John has no plans to step aside. “I don’t have any desire to retire,” he says with a smile. However, with his son Spencer recently joining the business, the fifth generation is already stepping forward.
There is something rare and deeply meaningful about a family legacy that doesn’t just endure but evolves. As Chelsea Lumber Co. continues to expand its footprint and evolve its offerings, the company remains anchored by the principles that have guided it for more than a century. Under John’s leadership, its future is being shaped much the way its past was built—with a commitment to trust, a focus on service, and a steady willingness to grow.
To learn more visit chelsealumber.com.