What Wisconsin Building Supply does

Wisconsin Building Supply is a privately held, Wisconsin-based distributor and component manufacturer of building materials serving custom home builders, remodelers, commercial contractors, and homeowners. The company operates 14+ physical locations across Wisconsin—including lumber yards, showrooms, design centers, a distribution center, and a corporate headquarters in Green Bay—and maintains a fleet of 50+ company-owned trucks for on-time delivery. The company's roots trace to the 1941 founding of Scanlan and Stock Lumber Company in Oconto, Wisconsin; the current entity was formed on October 30, 2009 when Bill Imig and L.T. Gibson acquired the Wisconsin locations from Stock Building Supply. Wisconsin Building Supply operates as part of the USLBM dealer network, as evidenced by its shared digital infrastructure (bill-pay portal, RenoWorks visualizer, USLBM Kitchen Planner, Bectran credit applications, iOS/Android mobile app).

The product portfolio spans kitchen, bath and cabinetry (MasterBrand, DuraSupreme, Cambria); windows and doors (Andersen, Marvin, Therma-Tru, Weathershield, Alliance, JELD-WEN); roofing and siding (GAF, James Hardie, CertainTeed, LP Building Products); decking and railing (Trex, Azek); lumber and engineered wood; and manufactured trusses and wall panels. Two in-house Green Bay production assets anchor the operation: a 54,000-square-foot component manufacturing facility with six roof truss lines, two floor truss lines, and two wall panel lines using computerized saws and laser technology; and a 25,000+ square-foot climate-controlled millwork facility producing over 400 doors per day with $750,000+ in inventory serving nine locations. The Elevations sub-brand operates as a dedicated cabinetry, millwork, and windows design showroom concept.

The business model combines one-time product sales (lumber, structural components, finished products from major brand partners) with fee-based professional services—installation, design/drafting, estimating, and exterior visualization. Go-to-market is direct via physical showrooms, inside/outside sales staff, residential and commercial estimators, project managers, and AAMA/DuPont-certified installation supervisors. Pricing is quote-based and not publicly disclosed. Revenue is not publicly reported; there are no funding rounds, no public ticker, and no disclosed headcount, and the company is locally owned with current leadership under President Carl Torstenson.

Name

Wisconsin Building Supply

Legal name

Wisconsin Building Supply

Website

https://wibuildingsupply.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Wisconsin Building Supply is a privately held Wisconsin-based distributor and component manufacturer of lumber, building materials, windows, doors, cabinetry, trusses, and millwork, serving custom builders, remodelers, commercial contractors, and homeowners across Wisconsin and neighboring states.

Ownership category

akta.pro rank

Product category

Building Materials Distribution

NAICS

Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331), Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (423310), Wood Window and Door Manufacturing (321911), Other Millwork (including Flooring) (321918), Wood Product Manufacturing (321)

SIC

Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031), Wholesale-Lumber & Other Construction Materials (5030), Retail-Lumber & Other Building Materials Dealers (5211), Lumber & Wood Products (No Furniture) (2400), Sawmills & Planting Mills, General (2421)

akta.pro primary industry

Building Materials & Lumber Distribution (CRAOAFAD)

akta.pro secondary industries

Lumber & Timber Retail (Dimensional Lumber, Plywood, OSB) (CRAIAEAA), Doors, Windows & Millwork Retail (Interior/Exterior Doors, Windows, Moulding) (CRAIAEAI), Windows, Doors & Millwork Distribution (CRAOAFAI), Sawmilling & Lumber Production (IMADADAA), Joinery, Millwork & Casework Installation (Cabinetry, Built-Ins) (IMAFANAJ)

Keywords

• Building materials supply
• Lumber distribution
• Component manufacturing
• Millwork fabrication
• Construction supply services

Headquarters

HQ city

Green Bay

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Building Materials Sales: Core revenue stream from selling lumber, building materials, roofing, siding, windows, doors, decking, and millwork products through 14+ retail locations across Wisconsin. Products include dimensional lumber, engineered wood, roofing materials, windows from brands like Andersen and Marvin, doors from Therma-Tru, and composite decking from Trex.
2. Installation Services: Professional installation services for rough packages, window and door packages, deck and railing packages, finish packages, and cabinet packages. Service department handles post-construction service and warranty work. Project managers oversee installations with quality checks.
3. Design and Drafting Services: Residential design services for planning phases of building projects, including new home design, exterior visualization services, and color/product selection consultations. Services available both in-person and virtually at multiple locations.
4. Estimating Services: Material estimation services providing detailed material lists and per-piece pricing for projects of any size, from simple decks to complex custom homes to commercial projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Wisconsin Building Supply distributes lumber, building materials, windows, doors, roofing, siding, decking, cabinetry, and manufactured components (trusses, wall panels, millwork/doors) through 14+ retail locations across Wisconsin. The company operates a 54,000-square-foot component manufacturing facility and a 25,000+ square-foot millwork facility, and supplements product sales with professional installation, estimating, design/drafting, and exterior visualization services targeted at custom builders, remodelers, commercial contractors, and homeowners.

Product overview

Wisconsin Building Supply is a building materials supplier serving Wisconsin and surrounding states, offering a comprehensive portfolio of construction products and services. The core product offering consists of major building material categories: Kitchen/Baths/Cabinetry with design services and multiple cabinet brands, Windows & Doors featuring Andersen and Therma-Tru among others, Roofing & Siding in residential and commercial varieties, Decking & Railing centered on Trex products, Door & Millwork Shop operating a 25,000+ sqft Green Bay facility producing 400+ doors daily, Lumber & Building Materials including dimensional and engineered wood products, and Trusses & Wall Panels manufactured at a 54,000 sqft component center. Supporting services include Installation (rough package, windows/doors, decks, finish carpentry, cabinets), Estimating, Design & Drafting, and Exterior Visualization. Digital tools include an Interactive Visualizer for exterior design, a Kitchen Planner for 3D kitchen design, and a WBS mobile app. The company operates 14+ locations across Wisconsin including lumber yards, design centers, distribution centers, and manufacturing facilities in Green Bay.

Differentiator

Problem solved

Functional benefit

Brands

• Elevations by WBS: A cabinetry, millwork, and windows design showroom operated by Wisconsin Building Supply.
• Elevations

Products and services

• Kitchen, Baths & Cabinetry Comprehensive kitchen and bath product line offering design services, extensive cabinetry selection across multiple price points, complete installation services, and showroom displays. Brand partners include MasterBrand, Smart Cabinetry, Northern Classic Cabinets, Quality Cabinets, Woodstar Cabinets, Amerock, Belwith, Berenson, Cambria, Dupont Corian, HDL USA, and DuraSupreme. Targeted at custom builders, remodelers, and homeowners planning kitchen or bath projects.
• Windows & Doors Quality windows and patio doors for new homes, commercial buildings, and window replacement projects. Product range includes casement and double hung windows, sliders, and French doors in wood and vinyl. Brand partners include Andersen, Alliance, JELD-WEN, Marvin Windows, Therma-Tru, and Weathershield. Used by builders, remodelers, and homeowners for residential and commercial applications.
• Roofing & Siding One-stop-shop for residential roofing, siding, soffit, and fascia products and accessories. Residential offerings include steep slope roofing (asphalt, steel, composite, wood) and siding (vinyl, aluminum, wood, fiber cement composite, stone composite). Commercial offerings include low slope roofing with roof insulation boards, EPDM and TPO, plus estimating services. Suppliers include GAF, CertainTeed, and James Hardie.
• Decking & Railing Complete line of decking, railing, porch, and fence materials stocked and ready to deliver. Offers PVC, composite, and wood decking, railing and fencing, hardwoods and cedar, pressure treated materials, PVC railing, posts, columns, trim, deck lighting, accessories, hidden fasteners, and installation tools. Primary supplier partner is Trex, with additional offerings from Azek Building Products.
• Door & Millwork Shop 25,000+ square-foot millwork facility producing interior doors and trim, with capacity of over 400 doors per day. Holds $750,000+ in inventory supporting nine Wisconsin locations. Offers pre-finishing in eight standard stain colors and two standard paint colors plus custom stain and paint matching. Provides interior millwork with fire-rated slabs (20, 45, 60, 90 minute) and exterior millwork including Therma-Tru steel and fiberglass insulated slabs.
• Lumber & Building Material Quality lumber and building materials including dimensional lumber (2x4 through 2x12 in SPF, DF, and Hem Fir), engineered wood products, MSR and specialty lumber, roofing, siding, trim, insulation, fasteners, and Tyvek products. Supplier partners include Appleton Supply Co., Atas Metal Specialties, Azek, Biewer, Blue Linx, CertainTeed, GAF Roofing, James Hardie, L.P. Building Products, Simpson Strong Tie, and Trex.
• Trusses & Wall Panels Manufactured roof trusses, floor trusses, and wall panels produced at a 54,000-square-foot Green Bay component manufacturing facility with six roof truss lines, two floor truss lines, and two wall panel lines using computerized saws and laser technology. Capabilities include custom design, trusses up to 14 feet tall, sheathed gables, valley trusses, floor trusses up to 24 inch depth and 40 foot length with mechanical chases, and wall panels in various sheathing types and framing sizes.
• Installation Services Professional installation services for builders including rough package, window and door package, deck and railing package, finish package, and cabinet package installations. AAMA- and DuPont-certified installation supervisors oversee trained installation crews. Includes a service department for post-construction service and warranty work, with project managers conducting quality checks.
• Estimating Services Detailed material estimation services providing per-piece pricing and material lists for projects of any size — from simple decks, garages, and window replacements to complex custom homes and commercial construction. Inside sales staff handle simple projects; outside sales staff and residential estimators handle custom homes; a commercial estimating team works with architects and project managers on commercial projects.
• Design & Drafting Services Residential design and drafting service for the planning phases of building projects. Helps clients with cost planning, materials selection, logistics, and resale value considerations. Works closely with clients to implement design visions while satisfying requirements for lifestyle, timeline, site conditions, and topography. Available in-person at multiple Wisconsin locations and via virtual meetings.
• Exterior Visualization Services Professional exterior visualization service helping homeowners select perfect exterior designs. Includes new home exterior visualization with interactive visualization tools and free design consultation, plus exterior remodeling visualization using just a photo of the home. Available in-person at Wisconsin locations or via virtual appointment.

Quantifiable outcome

• Door production capacity of 400+ doors per day at Green Bay millwork facility
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Andersen WindowscoreOthersMajor window supplier partner providing residential and commercial windows for Wisconsin Building Supply locations. Andersen windows are prominently featured in showrooms and marketing materials, including the home page slider showcasing Andersen Windows products.
• Therma-TrucoreOthersPrimary door supplier providing 25 gauge steel insulated slabs and insulated fiberglass slabs with lifetime warranty. WBS millwork facility produces doors using Therma-Tru products with pre-finishing capabilities. Partnership includes Therma-Tru Certified Door System Installer training program.
• Marvin WindowscoreOthersWindow supplier partner listed among the Windows and Doors category suppliers on the Wisconsin Building Supply website.
• Alliance WindowsminorOthersWindow supplier partner listed among the Windows and Doors category suppliers.
• Weathershield WindowsminorOthersWindow supplier partner listed among the Windows and Doors category suppliers.
• TrexcoreOthersPrimary decking supplier providing composite decking, railing, porch and fence materials. WBS stocks complete line of Trex decking and railing systems in-stock and ready to deliver. Partnership featured on home page product spotlight.
• James HardiecoreOthersFiber cement siding supplier providing wood or fiber cement composite siding products including custom color prefinished and primed options.
• GAF RoofingcoreOthersRoofing materials supplier providing asphalt, steel, and composite roofing products. GAF Timberline products featured in roofing gallery.
• CertainTeedminorOthersBuilding materials supplier providing siding and other exterior products.
• Azek Building ProductsminorOthersBuilding products supplier providing PVC and composite decking materials.
• Simpson Strong TieminorOthersFasteners and structural hardware supplier for lumber and building materials.
• CambriaminorOthersQuartz countertop supplier for kitchen and bath products.
• MasterBrandcoreOthersCabinetry supplier providing kitchen and bath cabinets in multiple brands and styles.
• DuraSupremecoreOthersPremium cabinetry supplier featured prominently in kitchen and bath galleries.
• L.P. Building ProductsminorOthersEngineered wood products and building materials supplier including LP SmartSide siding and trim.
• National Association of Home Builders (NAHB)minorOthersNational home builder association membership providing networking platform with industry professionals and contractors across the state.
• National Kitchen and Bath Association (NKBA)minorOthersKitchen and bath industry association membership providing networking and professional development resources.
• National Association of the Remodeling Industry (NARI)minorOthersRemodeling industry association membership providing networking platform with industry professionals and contractors.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Foundation Building Materials: Foundation Building Materials is a specialty building products distributor focused on wall and ceiling systems, insulation, and complementary categories. Compares to WBS in pro-trade focus and branch-based distribution, though its product mix leans toward interior rather than structural building products.
• ABC Supply Co. ABC Supply is the largest wholesale distributor of roofing, siding, windows, and exterior building products in North America. Overlaps directly with WBS's roofing, siding, and windows categories and serves a similar contractor base, but at national scale and without WBS's structural framing/manufacturing focus.
• US LBM: US LBM is the national lumber and building materials dealer network of which Wisconsin Building Supply is a member. Operates a federated model of specialty building product distributors across the U.S. — directly comparable operating model and customer base, but at vastly larger national scale.
• 84 Lumber: 84 Lumber is one of the largest privately held lumber and building material dealers in the United States, serving professional builders with lumber, millwork, components, and installed services. Comparable business model and pro customer focus, but operating nationally rather than concentrated in Wisconsin.
• BMC Stock Holdings: BMC is a national building products distributor and component manufacturer serving builders and remodelers with lumber, millwork, trusses, and installed services. Direct overlap with WBS across structural components, millwork, and installed services, operating at larger regional and national scale.
• Menards: Menards is a Midwestern big-box home improvement retailer headquartered in Eau Claire, Wisconsin, with deep Wisconsin coverage. Competes with WBS on lumber, building materials, windows, doors, and cabinet assortments, but at significantly larger scale and with broader consumer reach.
• Kodiak Building Partners: Kodiak Building Partners is a national acquisition platform focused on acquiring specialty building products distributors and dealers. Operates in similar geographies and segments as WBS through its portfolio companies and provides a relevant comparison for platform-scale dealer roll-ups.
• Home Depot Pro: Home Depot's Pro desk serves professional builders and remodelers with lumber, building materials, and installed services. Competes with WBS for professional builder trade in Wisconsin, though with national scale and far broader assortment rather than specialty focus on custom home builders.
• Lansing Building Products: Lansing Building Products is a national distributor of exterior building products including windows, doors, siding, and millwork. Direct overlap with WBS's window, door, and millwork distribution business, with comparable pro-builder customer focus but operating across a larger geographic footprint.

Direct peers

• Stock Building Supply (legacy Stock divisions outside Wisconsin): Stock Building Supply is the predecessor entity to WBS; its non-Wisconsin operating locations run the same pro-builder lumber and building materials distribution model. Closest comparable operating model, customer base, and supplier relationships, including shared history through the Stock dealer network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=https://youtu.be/K29o69dFFWI
• LinkedInlinkedin.com/company/wisconsin-building-supply

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 Wisconsin Building Supply