The Pole Yard: From backyard operation to national timber supplier
The Pole Yard is a home-grown South African business specialising in outdoor timber and home improvement products.
Directed and run by Leeroy Deane, John Els and James Griffiths, the company manufactures and supplies a wide range of timber products, including poles, fencing, decking, jungle gyms, rustic garden furniture and garden features.
What began as a small backyard operation has grown into a multi-branch business serving customers across the residential, construction, hospitality and landscaping sectors.
Building the foundation
The Pole Yard’s story began when founder, Robin Stott started a small timber operation from his backyard.
With limited infrastructure and a modest customer base, the business initially focused on supplying timber poles to the local community.
Leeroy Deane joined the business at a young age after connecting with Stott.
From the outset, Deane saw the potential for growth and aimed to become more involved in shaping the future of the business.
As demand increased, the product range expanded, and the business gradually developed beyond its original backyard roots.
Expanding the offering
As The Pole Yard developed, so did its product range. The business began manufacturing and supplying a broader selection of outdoor timber products.
The company also offers custom manufacturing to meet specific customer requirements, supporting both residential and commercial projects.
This flexibility has enabled The Pole Yard to serve a wide variety of industries, including hospitality, construction, nurseries, garden centres and resorts.
Growth across regions
From its early beginnings, The Pole Yard has grown into a multi-branch operation.
Today, the business operates five retail branches across the Western Cape, along with a flagship store in Midrand, Gauteng.
This growth has allowed the company to broaden its reach and serve customers across multiple regions.
The business has continued to expand in response to increasing demand for outdoor timber products and services.
Through this expansion, Leeroy learned an important lesson, which he shares:
“Do not judge a relationship by words. Judge it by behaviour over time. We built key supply and customer relationships on trust, and we were tested more than once. What taught me that lesson was seeing that honest people stay consistent, while people who are not solid eventually reveal themselves. To any business owner listening: date before you marry, and watch conduct, not promises.”
Building for the future
Looking ahead, The Pole Yard aims to strengthen its operational systems and support structures over the next three to five years.
This includes developing a well-supported team, implementing performance tracking dashboards and maintaining consistent processes across all branches.
The business also plans to increase national brand awareness and expand its customer base, particularly within the hospitality and construction sectors.
How can you help? Let Leeroy and the team at The Pole Yard know why they should open a branch in your town or region. The best response wins a beautiful piece of timber furniture.
Submit your motivation at Pole Yard
This Future50 feature was presented by Pavlo Phitidis from Aurik and powered by FNB Business.
For more stories of Future50 businesses, or to nominate your business, head here.
