Mission
We satisfy the wood demands of clients in international markets through versatility, high quality and delivery — providing reliable solutions, and bringing an objective point of view and solid advice to challenging projects.
Identity · Mission · Values
Craftsmen and chieftains.
Smidr Jarl is an international group of wood-product manufacturers with decades of combined experience and a complete range of woodworking skills — mostly in Mexico. That means high-quality products at affordable rates, fast shipping, and minimal or zero tariffs into the US and Canada.
- Smiðr [ˈsmɪðr] noun, Old Norse
- In the Viking Age, the prestigious class of craftsmen and artists who mastered woodcraft — builders of ships, halls and the fine carved work that decorated them.
- Jarl [jɑrl] noun, Old Norse
- A leader; a chieftain. The person who answers for the whole venture.
The name
Master craft, led well.
We chose the name because it describes the job. A buyer needs both: hands that know wood, and someone who takes responsibility for schedule, specification and delivery. Our consortium supplies the first. Our team — backed by White Lion Procurement — supplies the second.
The bind-rune
Five letters, one stave.
Our mark is a bind-rune: letters joined on a single stave, the way rune carvers combined names. It binds W, B, O, S and J — Wealth, Birch, Oak, Smiðr, Jarl. Choose a word to trace it.
Value for the buyer: the best quality wood at the best price per square foot.
The pale northern wood. Berkanan, the birch rune, gives the mark its stacked diamonds.
Hard, lasting and honest — the wood our craft is measured by.
The Viking Age class of craftsmen and artists who mastered woodcraft.
A leader, a chieftain — the one who takes responsibility for the whole venture.
The rim is ticked like a saw-cut edge — the circle every project passes through.
Vision
To become the main option for the US and Canadian wood markets through good practices and high-quality products, always applying state-of-the-art processes, machinery and tools.
Values
Three values, carved in.
Efficiency
The best quality wood at the best price per square foot. We plan cutting, yield and freight so the number on the quote holds.
Negotiation
Long-term relationships and good deals on both sides — buyers who reorder, shops that keep their best crews on your work.
Quality
Wood that complies with the standards each project needs: species, grade, moisture content and finish, checked before it ships.
The Smidr Jarl advantage
If your product is made of wood, there’s a great chance we can make it.
A complete range of skills. Engineering, CNC, pressing, edging, sawing, milling, gluing, customising and finishing across partner shops — one brief, one point of contact.
Affordable rates. Competitive labour and material costs in Mexico, without the ocean freight, port fees and weeks of inventory in transit.
Fast shipping, low duty. Trucks to the US and Canada, minimal or zero tariffs for goods that qualify under USMCA, and White Lion on the border.
Why Mexico
Nearshoring, done properly.
The case for a Mexico-based wood supply chain is practical. These are the reasons buyers give us when they move production from overseas.
- USMCA
Minimal or zero tariffs
Wood products that qualify under the United States–Mexico–Canada Agreement can cross with minimal or zero duty. We help you document origin before the first quote, so the tariff line is a known number.
- Distance
Days by truck, not weeks by sea
Furniture, flooring and millwork leave the shop on a trailer and reach US and Canadian docks by road. No port congestion, no container roll-overs.
- Inventory
Smaller safety stock
Shorter, steadier lead times mean faster reorders. Carry less stock in the warehouse and react to what is actually selling.
- Time zone
Working hours that overlap
Central and Mountain time line up with most of Mexico, so a question about a finish sample gets answered the same afternoon.
- Visits
Walk the shop floor
A short flight puts your team at the bench for first-article reviews, finish approvals and audits. White Lion runs factory audits and inspections on your behalf.
- Border
White Lion handles the crossing
Customs brokerage, border crossing, container supervision, 3PL and merchandise insurance are handled by White Lion Procurement, so your team never touches a pedimento.
Backed by White Lion Procurement
An American partner on both sides of the border.
Smidr Jarl is a White Lion Procurement company. White Lion is an American sourcing and procurement firm with offices in Provo, Utah, Mexico City and China. It runs supplier verification, factory audits, production follow-up, inspections and QC, container supervision, 3PL, customs brokerage and merchandise insurance — and signs an NDA before any detailed project discussion.
550+manufacturers ready to produce
17+industries with in-house experts
48+projects fulfilled
35+years of combined experience
Figures published by White Lion Procurement.
Tell us what you want to build.
Share the piece, the quantity and the date. We’ll come back with species and finish advice and a plan for making it in Mexico.
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