American Frame

What American Frame does

American Frame Corporation is a private, second-generation, 100% women-owned (WBENC-certified) custom picture frame manufacturer and direct-to-artist e-commerce retailer headquartered in Maumee, Ohio. Founded in 1973 by Korean War veteran Ron Mickel as a mail-order custom frame business, the company operates its production facility, showroom, and gallery from a single Maumee site and transitioned to daughters Laura Jajko (President) and Dana Dunbar (CEO) in May 2017. With 11-50 employees, American Frame sells custom metal and wood frames, mat boards, acrylic glazing, and mounting boards direct to consumers across all 50 U.S. states (and select Canada/international orders via freight forwarder), complemented by professional framing services such as Print & Frame, Print Only (giclée), Send-In-Your-Art, Art Reproduction, and Museum Services.

The company's core technology is its proprietary PrecisionCut™ custom cutting system, trademarked for frames, mats, and glazing, supported by a web-based Online Frame Designer visualization tool, an in-house Art Assistant design consultation service, and a Same-Day Shipping option for eligible items up to 32x40 inches. American Frame holds exclusive U.S. online retail positioning for Nielsen (Bainbridge) aluminum frames and an exclusive acrylic line with Tru Vue, alongside the Bainbridge ArtCare (acid-absorbing) mat board line and the August 2024-launched Peterboro Preserve sustainable mounting boards. A flagship March 2024 partnership with DEHA Design (Germany) brought DEHA's premium aluminum frames to U.S. online channels for the first time, with 20 new SKUs.

American Frame's business model combines direct-to-consumer e-commerce with a hybrid sales motion: self-serve DIY ordering via AmericanFrame.com, phone-based inside sales (M-F 8:30 AM-5 PM ET at 800-537-0944), a Maumee showroom, and a Corporate Sales Division serving galleries, museums, interior designers, retailers, and government agencies. Unit pricing dominates (custom frames priced per linear foot or unit, ranging from ready-to-ship to museum-grade ELITE hardwoods), with promotional free ground shipping above $199 and a tiered Artist Alliance club loyalty program. Primary customer segments are artists/photographers, galleries/museums, and interior designers/corporate buyers, with secondary segments of art enthusiasts/collectors and art/photography clubs. Revenue is generated across six streams: custom metal/wood frames, accessories, Print & Frame services, Send-In-Your-Art services, corporate/commercial sales, and digital gift cards ($5-$500).

Name

American Frame

Legal name

American Frame Corporation

Website

https://americanframe.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

American Frame is a 50-year-old, 100% women-owned, Ohio-based custom picture frame manufacturer and direct-to-artist e-commerce retailer serving artists, photographers, galleries, museums, interior designers, and corporate buyers across all 50 U.S. states.

Ownership category

akta.pro rank

Product category

Custom Picture Framing

NAICS

Cut Stock, Resawing Lumber, and Planing (321912)

SIC

Lumber & Wood Products (No Furniture) (2400)

akta.pro primary industry

Wood Mouldings, Millwork & Trim (IMADADAG)

Keywords

• Custom picture framing
• Custom metal frames
• Custom wood frames
• Art preservation materials
• Professional framing services

Headquarters

HQ city

Maumee

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Custom Picture Frames: One-time purchase of custom-cut metal and wood frames to customer specifications, PrecisionCut™ and handcrafted in Ohio
2. Accessories (Mats, Acrylic, Hardware): Custom-cut and pre-cut mat boards, acrylic/plexi-glass, mounting boards, and framing hardware sold alongside frames
3. Print & Frame Service: Full-service printing and professional framing of customer artwork, shipped ready-to-hang
4. Send-In-Your-Art Service: Professional framing service where customers ship their artwork for American Frame to frame from start to finish
5. Corporate/Commercial Sales: Volume orders and commercial relationships with galleries, museums, interior designers, and government agencies
6. Gift Cards: Digital gift cards in denominations from $5 to $500, redeemable for all products and services

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

American Frame manufactures and sells custom-cut picture frames in metal and wood, along with mat boards, acrylic glazing, and mounting boards, PrecisionCut to customer specifications and handcrafted in Maumee, Ohio. The company also offers professional printing, art reproduction, museum services, and full-service "send in your art" framing for artists, photographers, galleries, museums, and interior designers.

Product overview

American Frame is a custom picture framing company offering a comprehensive suite of framing products and services. The core product portfolio includes Custom Metal Frames (featuring Nielsen and DEHA Design brands), Custom Wood Frames (including the American Hardwoods ELITE collection), Custom Canvas Frames, and QuickShip Frames for faster delivery. Complementary products include PrecisionCut Mat Boards with Bainbridge ArtCare technology, Acrylic/Plexi-glass glazing (Tru Vue exclusive line), and Mounting Boards (including Peterboro Preserve sustainable boards). The service offerings encompass Print & Frame, Print Only (fine art giclee printing), Send In Your Art (full-service framing), Art Reproduction, Museum Services, and Pro Services for volume commercial customers. Additional offerings include Art Assistant design consultations, Artist Alliance loyalty program, Same-Day Shipping service, DIY Framing Supplies and tools, and Gift Cards. All custom frames are PrecisionCut to exact specifications and handcrafted in Ohio.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Metal Picture Frames
• Custom Wood Picture Frames
• Mat Boards
• Acrylic Glazing

Quantifiable outcome

• Most orders ship in 3-4 business days for built-to-order custom frames
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• DEHA DesignflagshipStrategic or Co-development Partner · 1 March 2024Premium German aluminum picture frame manufacturer making online custom frame debut exclusively through American Frame. Launched 20 new products including Natura wood veneer on metal collection, Standard Profile 11, Ridgeline Profile 34, Radius Colorcast Profile 15, and Standard Plus Profile 33.
• Toledo Museum of ArtcoreStrategic or Co-development Partner30+ year partnership providing framing services, supplies, and sponsorship of Art Minute weekly email and social media feature showcasing museum collection for members and public.
• Room & BoardminorGTM or Marketing PartnerGallery Wall Partner for coordinated home décor presentations featuring American Frame products in Room & Board contexts.
• Nielsen (Nielsen Bainbridge)coreTechnology or IntegrationAmerican Frame is the nation's #1 online retailer of Nielsen metal frames. Nielsen is the inventor of the classic 'gallery' frame and leading manufacturer of metal mouldings worldwide. Frames ship from Nielsen's Tennessee plant to American Frame's Ohio facility.
• Tru VuecoreTechnology or IntegrationExclusive acrylic/plexiglass line partner for UV-protective glazing used in custom framing. Tru Vue acrylic offers lightweight, acid-free, distortion-free, and shatterproof preservation quality.
• Bainbridge ArtCarecoreTechnology or IntegrationArtCare mat board technology actively absorbs acids and secures them away from photographs, offering maximum protection compared to passive 'acid-free' materials.
• Art & Photography Clubs (Alliance Program)coreChannel Partner/ Reseller/ DistributorArtist Alliance Program supports art and photography clubs with exclusive $10 discount codes on orders over $50, tiered rewards, and annual contribution tracking. Clubs can register online and invite members to join.

Scale indicators8 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Framebridge: Framebridge is a direct-to-consumer custom framing company offering online custom framing for art, photos, and memorabilia. Directly competes with American Frame's DIY e-commerce model but emphasizes a more streamlined digital experience and physical drop-off locations.
• Simply Framed: Simply Framed is an online custom framing service targeting artists, photographers, and design professionals with curated frame styles and a designer-led experience. Comparable to American Frame's online custom framing offering for the same artist/designer buyer.
• Frame Destination: Frame Destination is an online retailer of custom and ready-made picture frames, mat boards, and framing supplies. Directly competes with American Frame on e-commerce custom framing and accessories for DIY customers.
• Masterpiece Framing: Masterpiece Framing operates a chain of custom picture framing stores with both in-store and online services. Directly comparable business model combining custom manufacturing with retail showrooms, serving similar artist and consumer customers.

Emerging players

• Level Frames: Level Frames is a digital-first custom framing startup offering online frame design and ordering with modern minimalist frame profiles. Emerging direct competitor in the online custom framing space targeting younger artists and design-conscious buyers.

Broad incumbents

• Hobby Lobby: Hobby Lobby is a major national arts and crafts retailer offering custom framing services alongside craft supplies. Broad incumbent competing with American Frame on price-conscious and DIY framing customers across all 50 states.
• Michaels Companies: Michaels is the largest specialty retailer of arts, crafts, and framing in North America, offering custom framing services in-store. Represents a broad incumbent competing with American Frame on accessible custom framing, though primarily mass-market.

Regional players

• Blick Art Materials (Dick Blick): Blick Art Materials is a major US art supplies retailer with stores across multiple states and a strong online catalog that includes custom framing services and supplies. Comparable in serving artists with framing needs, though primarily a regional retail footprint.

Others

• Nielsen Bainbridge: Nielsen Bainbridge is a leading manufacturer of metal and wood picture frame mouldings and the inventor of the classic gallery frame. Key supplier/partner to American Frame (American Frame is their #1 online retailer) and adjacent peer in frame manufacturing.
• DEHA Design: DEHA Design is a premium German manufacturer of aluminum picture frames that made its online custom frame debut in March 2024 exclusively through American Frame. Acts as both supplier/strategic partner and adjacent peer in premium aluminum frame manufacturing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AmericanFrame

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about American Frame