American Blinds and Wallpaper

What American Blinds and Wallpaper does

American Blinds and Wallpaper (DBA: AmericanBlinds.com) is a private, Houston-based direct-to-consumer e-commerce retailer founded in 1986 that sells custom-sized window treatments to U.S. residential consumers. The company operates a single transactional website supported by toll-free phone-based design consultation, with no physical retail locations. Its catalog spans 15+ product categories including cellular, roller, solar, pleated, roman, bamboo, sheer, and zebra shades; faux wood, wood, mini, vertical, and vinyl blinds; plantation shutters; and custom draperies, available in blackout, cordless, motorized, child-safe, and no-drill configurations. Product is sourced through core channel partnerships with branded manufacturers (Bali, Levolor, Coolaroo, SouthSeas, Eve MotionBlinds) and supplemented by proprietary private-label lines (Legacy, Prestige, Trademark, Deluxe).

The business is built on a custom-manufacturing and drop-ship e-commerce platform layered with a Guided Design Tool, free swatch program (up to 10 samples), 100% Satisfaction Guarantee, and free nationwide shipping. Pricing is per-unit based on dimensions, with base reference sizes of 24"x36" ranging from $27 (entry roller/faux wood) to over $1,042 (premium motorized sheer shades). Smart-home compatible motorized products are sold as a premium tier. Marketing is diversified across content (blog, video library, how-to guides), email newsletter, social (Facebook, YouTube, Pinterest, Houzz), an affiliate program, and BBB accreditation.

The company has 51-100 employees, serves only the U.S. market, and has not raised institutional capital since a $26.5M round in 2000 from Mesirow Financial and William Blair. Revenue is not publicly disclosed. Customer acquisition relies on search, content, and promotional pricing (notably a sitewide 40% discount campaign), with a secondary commercial/contractor segment supplementing the primary residential homeowner base.

Name

American Blinds and Wallpaper

Legal name

American Blinds

Website

https://americanblinds.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

American Blinds and Wallpaper is a private Houston-based DTC e-commerce retailer founded in 1986 selling custom-sized window treatments—blinds, shades, shutters, and draperies—to U.S. residential homeowners via its AmericanBlinds.com website and phone-based design consultation, with free shipping nationwide.

Ownership category

akta.pro rank

Product category

Custom Window Treatments

NAICS

Window Treatment Retailers (449122)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Window Shades Retail (Roller, Roman, Cellular/Honeycomb, Solar) (CRAIAKAB)

akta.pro secondary industries

Custom Window Blinds Retail (Wood, Faux Wood, Aluminum, Vertical) (CRAIAKAA), Shutters Retail (Plantation, Interior/Exterior) (CRAIAKAE)

Keywords

• Custom window treatments
• Blinds and shades
• Window coverings
• Shutters and draperies
• E-commerce home decor

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Window Treatment Sales: The company generates revenue primarily through direct sales of custom window treatments including cellular shades, roller shades, blinds, shutters, and draperies. Products are priced per unit based on size and features, with typical orders ranging from $27 to over $700 per window treatment. The company offers its own private label brands (Legacy, Prestige, Trademark, Deluxe, etc.) as well as branded products from partner manufacturers.
2. Shipping Revenue: The company offers free shipping on all orders within the United States, meaning shipping costs appear to be absorbed into product pricing rather than charged as a separate line item.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

American Blinds and Wallpaper is a direct-to-consumer e-commerce retailer that designs, manufactures, and sells custom window treatments including cellular shades, roller shades, blinds, plantation shutters, and draperies. The company offers both its own private label brands (Legacy, Prestige, Trademark, Deluxe) and products from third-party manufacturers (Bali, Levolor, Coolaroo, SouthSeas), complemented by free design consultation, free swatches, and free U.S. shipping.

Product overview

American Blinds and Wallpaper operates as an e-commerce retailer offering custom window treatments and coverings. The product portfolio centers on three main categories: Shades (including Cellular/Honeycomb, Roller, Solar, Pleated, Roman, Bamboo/Woven Wood, Dual Sheer/Zebra, Sheer, and Outdoor shades), Blinds (comprising Faux Wood, Wood, Mini/Aluminum, Vertical, Vinyl, and Fabric blinds), and Shutters (both Wood and Faux Wood plantation shutters). Additional offerings include Custom Draperies, Drapery Hardware, and specialty items like Skylight Shades, Arched Window Treatments, and Door Blinds. The company also offers feature-based product groupings including Blackout, Cordless, Top-Down/Bottom-Up, Motorized, Child Safe, and No-Drill options. American Blinds carries third-party brands including Bali, Levolor, and Coolaroo alongside its proprietary American Blinds brand products. All products are available as custom orders with free shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• Cellular/Honeycomb Shades Cellular shades with a distinctive hexagonal pleat design that traps air for superior insulation and noise reduction. Available in light-filtering, blackout, and sheer options. Designed for residential homeowners seeking energy-efficient window treatments.
• Roller Shades Sleek window treatments with a flat fabric panel that winds around a roller, offering easy operation and customization in various colors, patterns, and light control levels from blackout to sheer. For residential consumers.
• Solar Shades UV-blocking window treatments that maintain outside visibility while reducing glare and protecting furniture from sun damage. Available in opacity levels from 1% to 18%. For residential and light commercial spaces.
• Pleated Shades Versatile window treatments featuring crisp pleated fabric panels that fold neatly when raised, offering light control options from transparent to blackout. For residential homeowners.
• Roman Shades Classic fabric window treatments that fold into smooth pleats when raised, offering luxurious style with various pleating options, patterns, and light control from sheer to blackout. For homeowners seeking upscale aesthetics.
• Bamboo/Woven Wood Shades Natural window treatments made from woven strips of bamboo, grass, or wood, offering unique organic aesthetics with soft color variations and filtered light. For residential consumers preferring natural materials.
• Dual Sheer/Zebra Shades Modern window treatments with alternating translucent and solid fabric stripes that adjust to provide precise light control and privacy levels. For residential and modern home designs.
• Sheer Shades Horizontal window treatments combining the functionality of blinds with the beauty of fabric, featuring soft panels between sheer fabric layers for diffused light and adjustable privacy. For residential consumers.
• Outdoor/Patio Shades Exterior roller shades designed for patios, balconies, and porches that block UV rays while preserving views and helping regulate outdoor temperatures. For residential outdoor living spaces.
• Faux Wood Blinds Durable wood-look blinds made from PVC that resist moisture and scratches, offering the aesthetic of real wood at a lower cost with excellent durability for kitchens and bathrooms. For residential homeowners.
• Wood Blinds Real wood window treatments featuring natural textures, grain patterns, and color variations in finishes like birch, oak, and mahogany for elegant home decor. For residential consumers seeking premium aesthetics.
• Mini/Aluminum Blinds

Quantifiable outcome

• Free shipping on all orders, anywhere in the United States
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BalicoreChannel Partner/ Reseller/ DistributorBali is one of the top brands featured on American Blinds, offering cellular shades, roller shades, wood blinds, faux wood blinds, pleated shades, roman shades, and more. The partnership brings high-end window treatments to American Blinds' customers at competitive prices.
• LevolorcoreChannel Partner/ Reseller/ DistributorLevolor is a premier brand partner offering real wood blinds, faux wood blinds, mini blinds, vertical blinds, sheer shades, zebra shades, solar shades, and motorized products. Known for quality and innovation in window treatments.
• CoolaroominorChannel Partner/ Reseller/ DistributorCoolaroo provides outdoor shade products including outdoor solar shades and exterior roller shades. Partnership addresses customer demand for patio and outdoor window treatments.
• SouthSeascoreChannel Partner/ Reseller/ DistributorSouthSeas offers a variety of window treatments including cellular shades, roller shades, wood blinds, faux wood blinds, vertical blinds, zebra shades, roman shades, bamboo shades, and woven wood products at competitive price points.
• BBB (Better Business Bureau)coreOthersAmerican Blinds is BBB Accredited Business based in Houston, TX. BBB accreditation provides third-party verification of business credibility and customer satisfaction practices.
• Veterans AdvantageminorGTM or Marketing PartnerVeterans Advantage partnership offers military veterans special discounts on window treatments as part of the company's veteran appreciation program.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Blinds.com: Direct online competitor selling custom blinds, shades, and shutters directly to consumers. Acquired by The Home Depot in 2014, giving it significant scale advantages, but operates as a similarly structured DTC e-commerce retailer in the same product categories.
• Smith & Noble: Long-standing custom window treatment retailer offering blinds, shades, shutters, and draperies direct to consumers. Closely comparable in catalog breadth, custom sizing, and design-consultation GTM.
• JustBlinds: DTC online retailer of custom blinds, shades, and shutters serving residential customers with a similar value-positioned, made-to-measure offering.
• The Shade Store: Premium DTC and showroom-based retailer of custom window treatments including shades, blinds, shutters, and draperies. Competes in the same categories but skews higher-end with a designer-curated assortment and trade/contractor focus.
• SelectBlinds: Pure-play DTC online retailer of custom blinds, shades, shutters, and draperies, closely matching American Blinds' product mix and target residential homeowner customer. Comparable value proposition with free swatches, customization, and direct shipping.

Broad incumbents

• Hunter Douglas: Largest US manufacturer of premium window treatments (parent of Bali brand sold by American Blinds). Sells direct to consumers via its own site and through dealer network, representing both a supplier and a competitor.
• Wayfair: Massive online home furnishings marketplace that includes a deep assortment of blinds, shades, shutters, and draperies. Competes on breadth, price, and shipping speed rather than category specialization.
• IKEA: Global home furnishings retailer offering ready-made and custom curtains, blinds, and shades at value price points. Competes primarily at the lower-priced, standardized end of the market.
• Lowe's: National home improvement retailer offering custom blinds and shades both online and in-store. Competes with American Blinds on selection, installation services, and brand partnerships.
• The Home Depot: Largest US home improvement retailer with a sizable custom window treatment offering both online and in-store. Owns Blinds.com and competes with American Blinds across price tiers and product breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/americanblindscom
• Facebookfacebook.com/americanblinds
• Pinterestpinterest.com/americanblinds

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

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 Blinds and Wallpaper