Nielsen Bainbridge Group

Name

Nielsen Bainbridge Group

Legal name

Nielsen Bainbridge Group

Website

https://nielsenbainbridgegroup.com

Company type

Private

Founded year

1869

Operating status

Acquired

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Custom Framing Materials

NAICS

Paperboard Mills (322130), Paper Mills (32212), Cut Stock, Resawing Lumber, and Planing (321912), Wood Product Manufacturing (321)

SIC

Paperboard Mills (2631), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031), Pens, Pencils & Other Artists' Materials (3950), Lumber & Wood Products (No Furniture) (2400)

akta.pro primary industry

Decor & Laminating Paper Manufacturing (Furniture, Flooring, Impregnated Papers) (IMAMAEAE)

akta.pro secondary industries

Wood Mouldings, Millwork & Trim (IMADADAG), Structural & Framing Components Retail (Trusses, Joists, Beams, Engineered Wood) (CRAIAEAJ)

Keywords

• Custom framing materials
• Matboard manufacturing
• Frame moulding wholesale
• Conservation framing supplies
• Precision mat cutting equipment

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Matboard and Mountboard Sales: Wholesale B2B sales of matboard products including Crescent, Bainbridge, and specialty conservation boards to custom framers and framing professionals.
2. Moulding Sales: Sales of metal and wood moulding products under Nielsen and Nurre Caxton brands to custom framing professionals.
3. Sample Sales: Direct e-commerce sales of samples, chip specifiers, swatches, and product catalogs to framers and end customers.
4. Valiani Machine Sales: Precision mat cutting equipment sales under the Valiani brand for professional framing operations.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Nielsen Bainbridge Group manufactures and wholesales matboard, moulding (metal and wood), and conservation-grade framing materials for custom framers, museums, and conservators. Operating as part of Crescent Brands (formed in 2021), the company supplies products under the Crescent, Bainbridge, Nielsen, Nurre Caxton, and Valiani sub-brands to a global network of distributors and local frame shops.

Product overview

Nielsen Bainbridge Group is now part of Crescent Brands, a portfolio company formed in 2021 through the acquisition of Nielsen Bainbridge's U.S. operations by Crescent Cardboard Company. Crescent Brands operates multiple sub-brands: Crescent (world's largest matboard selection), Bainbridge (inventors of modern matboard, est. 1869), Nielsen (metal moulding), Nurre Caxton (wood moulding), and Valiani (precision mat cutting machines). The portfolio includes various matboard product lines such as Nebula, Marrakesh Minis, Painted Desert, Pop Culture, Vivids, and Crescent Select Britecores, along with Artcare conservation technology. The company serves artists, custom framers, and institutions worldwide with wholesale matboard and framing manufacturing spanning over 120 years of innovation.

Differentiator

Problem solved

Functional benefit

Products and services

• Crescent Matboard
• Bainbridge Matboard
• Nielsen Metal Moulding

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Crescent BrandscoreStrategic or Co-development Partner · 1 January 2021Crescent Cardboard Company acquired the U.S. businesses of Nielsen Bainbridge in 2021, combining Nielsen Bainbridge's advanced scientific research and innovative design with Crescent's worldwide leadership in manufacturing and marketing of high-quality paper and board products for artists, custom framers and institutions. The acquisition was followed by a rebranding of Crescent Cardboard Company to Crescent Brands, which now operates Nielsen Bainbridge brands independently.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Larson-Juhl: Larson-Juhl is one of the largest North American manufacturers and distributors of custom framing materials, including mouldings, matboards, and framing supplies. It is the most direct competitor to Nielsen Bainbridge's core wholesale framing business, serving the same custom framer customer base through a comparable distributor-led model.
• Roma Moulding: Roma Moulding designs and manufactures decorative picture frame mouldings for the custom framing industry. It competes head-to-head with Nielsen's wood moulding lines (Nurre Caxton) and metal moulding (Nielsen brand), targeting the same framer and gallery customers with a similar premium-positioned catalogue.
• American Frame: American Frame is an online retailer and supplier of custom framing supplies, including matboards, frames, and accessories. It competes with Nielsen Bainbridge's e-commerce sample and product channels and targets overlapping end customers including DIY framers and small framer shops.
• Tru Vue: Tru Vue is a leading manufacturer of glazing and framing glass products (Conservation Clear, Museum Glass, etc.) for custom framers and museum conservators. While its product category (glass) differs from Nielsen Bainbridge's matboard/moulding, it shares the same conservation-grade positioning and overlapping museum and professional framer customer base.

Broad incumbents

• Hobby Lobby: Hobby Lobby operates a national chain of arts, crafts, and home décor stores with in-store custom framing services. It is a major consumer of matboard and moulding products and competes for end-consumer framing demand alongside independent custom framers supplied by Nielsen Bainbridge.
• Michaels Companies: Michaels is the largest North American specialty retailer of arts, crafts, and framing products, including custom framing services and matboards. It is both a potential customer (bulk matboard purchaser) and competitive channel for end-consumer framing, intersecting with Nielsen Bainbridge's wholesale and consumer-side demand.
• Dick Blick Art Materials: Dick Blick is the largest U.S. retailer of art supplies, offering matboards, framing materials, and related products to artists, students, and institutions. While its core business is broader art supplies, its framing category directly overlaps with Nielsen Bainbridge's artist and framer customer base.

Others

• Bostitch / Stanley (Stanley Black & Decker framing tools): Stanley Black & Decker produces framing and mat cutting tools used by custom framers, an adjacent product category to Nielsen Bainbridge's Valiani precision mat cutting equipment line. While broader in scope, its framing-specific tooling competes with and complements Valiani in the professional framing workshop.
• Crescent Cardboard Company / Crescent Brands (parent): Crescent Brands is the parent company that acquired Nielsen Bainbridge's U.S. operations in 2021 and operates the combined Crescent, Bainbridge, Nielsen, Nurre Caxton, and Valiani portfolio. It is not a peer in the competitive sense but represents the immediate corporate context and the platform through which Nielsen Bainbridge brands are commercialized.

Emerging players

• Framebridge: Framebridge is a digitally native custom framing service that has scaled nationally through retail storefronts and online ordering. While it sources framing materials from the broader industry (potentially from Nielsen Bainbridge or competitors), it represents an emerging downstream channel and competitive threat that could reshape how custom framers and end consumers access framing products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC4-nw7ynXqJlNBpJbM-vFvA
• Facebookfacebook.com/nielsenbainbridgeus
• Instagraminstagram.com/crescentbrands
• LinkedInlinkedin.com/company/nielsen-bainbridge-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Nielsen Bainbridge Group