The American Dream Story of Urban Tree Merchants

Published on March 19, 2025

By Office of Communication

Caleb and Kelly Geer are living their American Dream as the owners of Urban Tree Merchants, a sawmill, slab retailer, and custom woodworking company based in Arlington.

“We like to say we give trees a second life,” said Kelly Geer, co-owner of Urban Tree Merchants. “We also say that no trees are harmed in the making of our products.”

Urban Tree Merchants partners with local tree care companies to repurpose trees that are removed from the Dallas-Fort Worth (DFW) Metroplex. Rather than allowing these trees to end up in landfills, Urban Tree Merchants ensures that the wood gets a second life in custom-crafted pieces for homes and businesses.

Caleb's passion for tree care began early on when he worked for Tree Shepherds, his father's tree care company in Denton County. His experiences there laid the foundation for his deeper involvement in the tree industry. In December 2018, Caleb earned a Bachelor of Science in University Studies, with a focus on Engineering and Entrepreneurship, from the University of Texas at Arlington.

Kelly's extensive career in catering, event management, social media marketing, and operations management for Tree Shepherds complements the skills she brings to the business. As the Director of Communications and Business Development, Kelly’s diverse background is key to the growth and success of Urban Tree Merchants.

Urban Tree Merchants is located at 2205 W Division St. Ste C-3, Arlington, TX 76012. You can contact them phone at 972-537-7006 or via email at info@urbantreemerchants.com.