What Mad City Roofing & Windows does

Mad City Windows & Baths, LLC (marketed as "Mad City Roofing & Windows") is a privately-held, family-founded home remodeling company established in 1998 and headquartered in Madison, Wisconsin. It operates as a subsidiary of Renuity, a strategic operating parent in the home improvement space, and conducts business under several DBAs including Mad City Windows & Baths and Mad City Baths. The company serves residential homeowners across 16 U.S. states through 27+ branch offices concentrated in the Midwest and Mid-Atlantic, completing more than 100,000 home projects cumulatively per company claims, and employs 251–500 people. Its two primary service lines are energy-efficient vinyl replacement windows and bathroom remodeling, with kitchen cabinet refacing as a secondary line; recent moves include expansion into Springfield, Missouri and branded integration under the Renuity umbrella.

The company's product portfolio centers on EcoSky vinyl windows (offering Sky Mirror Technology glass with 99.5% UV blocking and Energy Star Most Efficient certification, fused via Four Point Welding), a full bathroom suite (bathtub replacement, walk-in tubs and showers, conversions, liners, wall surrounds, full renovation), and cabinet refacing with Duracore and laminate options. Bath products incorporate Microban antimicrobial surfaces; the company emphasizes American-made acrylic construction and many installations are completed in a single day. Distribution and sales run entirely through owned in-home design consultations supplemented by phone intake and website quote forms, with no third-party reseller channel. Pricing is quote-based and supported by aggressive promotional levers (70% off labor on windows, 50% off labor on baths/showers, 75% off cabinet refacing installation) and 18-month no-interest, no-payment financing across all product lines.

The revenue model is one-time professional services and product-plus-installation sales to individual homeowners, layered with an indirect referral channel (a $100 bounty per qualified referral at a $4,995 purchase threshold). The customer base is highly distributed — individual residential homeowners with no enterprise concentration — and is segmented between general homeowners seeking modernization and senior/age-in-place buyers seeking accessibility products such as walk-in tubs. Quality assurance and trust signals (A+ BBB rating, Guild Quality membership, NARI membership, "Remodeling Big 50" recognition, Angie's List Super Service Award 2021, and a self-reported eight-year run as the #1 Wisconsin Remodeler) are central to the go-to-market motion, given the high-ticket, trust-intensive nature of home renovation purchases.

Name

Mad City Roofing & Windows

Legal name

Mad City Windows & Baths, LLC

Website

https://madcitywindows.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Mad City Windows & Baths is a Madison, Wisconsin-based home remodeling contractor serving residential homeowners across 16 states with energy-efficient vinyl replacement windows, bathroom remodeling, and kitchen cabinet refacing, operating 27+ branches under the Renuity umbrella.

Ownership category

akta.pro rank

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices28 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Window Replacement and Installation: One-time sale and installation of replacement windows including vinyl, bay, bow, casement, double hung, sliding, picture, awning, and energy efficient models. Revenue generated from product sales, labor installation, and financing arrangements.
2. Bathroom Remodeling Services: Bathroom renovation services including bathtub replacement, walk-in tubs, walk-in showers, shower conversions, bath conversions, bath liners, wall surrounds, and full renovations. Many projects completed in as little as one day.
3. Cabinet Refacing Services: Kitchen cabinet refacing services offering doors, drawers, laminate cabinets, and Duracore products. Transform kitchen appearance without full renovation, typically completed in 2-3 days.
4. Referral Program Revenue: Referral program where existing customers can earn $100 for each qualified referral who purchases at least $4,995 of products/services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Mad City Roofing & Windows (legal entity Mad City Windows & Baths, LLC) is a residential home improvement contractor that sells and installs replacement windows (vinyl, bay, bow, casement, double hung, sliding, picture, awning, and energy efficient models), bathroom remodeling products (bathtubs, walk-in tubs, walk-in showers, bath liners, wall surrounds, conversions), and kitchen cabinet refacing services. The company completes most bathroom and window installations in as little as one day and cabinet refacing in 2-3 days.

Product overview

Mad City Windows & Baths is a home remodeling company offering a unified portfolio of replacement windows, bathroom remodeling, and cabinet refacing services. The core product lines include EcoSky Vinyl Windows (with Bay, Bow, Casement, Double Hung, Sliding, Picture, and Awning variants), bathroom products (Bathtub Replacement, Walk-in Tubs, Walk-in Showers, Shower Conversions, Bath Liners, Wall Surrounds, and full Renovation services), and Cabinet Refacing with Duracore and Laminate options. The company emphasizes 1-day installation completion and backs all work with a Limited Lifetime Repair Warranty transferable to subsequent homeowners.

Differentiator

Problem solved

Functional benefit

Products and services

• Vinyl Replacement Windows Premium vinyl replacement windows (including EcoSky line with Sky Mirror Technology, Four Point Welding, and Energy Star Most Efficient certification) sold and installed for residential homeowners. Blocks 99.5% of harmful UV rays.
• Bathtub Replacement Full replacement of existing bathtubs with durable new tubs featuring antimicrobial Microban technology, completed in as little as one day for residential homeowners.
• Walk-In Tubs Accessible bathtubs with low thresholds, built-in seating, hydrotherapy jets, and safety grab bars for seniors and homeowners with mobility limitations; constructed with 100% American-made acrylic.
• Walk-In Showers Low-threshold showers with nonslip flooring, safety grab bars, Microban antimicrobial protection, and customizable wall patterns, colors, and door options for residential homeowners.
• Shower and Bath Conversions Tub-to-shower and shower-to-tub conversion services to transform existing bathing spaces for residential homeowners.
• Bathroom Renovation Full-scale bathroom remodeling services ranging from basic upgrades to complete high-end designs with comprehensive project management for residential homeowners.
• Cabinet Refacing Kitchen cabinet transformation service that replaces doors and drawers while keeping existing cabinet frames, available in Laminate and Duracore materials; completed in 2-3 days as an alternative to full kitchen renovation.
• One-Day Installation Service Fast installation service completing bathroom and window replacement projects in as little as one day, minimizing homeowner disruption.

Quantifiable outcome

• Over 100,000 home projects completed successfully
• +4 more outcomes

Named customers5 records

Segments2 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

Three partnerships are on record, tiered minor and core.

• Big Brothers Big Sisters Network of Wisconsin and MichiganminorOthersCommunity partnership supporting the Big Brothers Big Sisters Network of Wisconsin and Michigan. Reflects company's commitment to making positive impact beyond home remodeling services. Company dedicates resources to initiatives in the communities they serve.
• Renuity (Parent Company)coreOthersMad City Windows & Baths is a Renuity home improvement provider. Renuity appears to be the parent company or brand umbrella. Jobs page links to renuity.com. Installation teams referred to as 'Renuity' in some customer reviews.
• KohlerminorStrategic or Co-development PartnerKohler walk-in bath products offered as part of statewide remodeling services. Company is a Kohler dealer for walk-in bath products.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Window World: Largest direct-to-consumer vinyl replacement window franchise in the US, serving homeowners through local owner-operated stores with similar in-home sales and 18-month financing. Closely comparable to Mad City on window product mix, GTM, and target customer.
• Renewal by Andersen: National replacement window and door brand operating through company-owned and franchise territories with in-home consultation model. Directly comparable to Mad City on window replacement, energy-efficient positioning, and consultative sales.
• Bath Fitter: North American bath remodeling franchise specializing in tub and shower liners installed in one day with limited lifetime warranty. Highly comparable to Mad City's bathroom remodeling line on product, speed-of-install, warranty structure, and direct-to-consumer GTM.
• Re-Bath: National bath remodeling franchise offering full remodels, walk-in tubs, and shower conversions via in-home design consultations. Comparable to Mad City on bathroom product mix, financing offers, and franchise-led geographic rollout.
• Champion Window: Direct-to-consumer manufacturer/installer of replacement windows, sunrooms, and home exteriors with company-owned branches and in-home sales. Closely comparable to Mad City on windows-focused product, GTM, and Midwest presence.
• Kitchen Tune-Up: National kitchen and bath remodeling franchise offering cabinet refacing, redooring, and cabinet painting with in-home consultations. Directly comparable to Mad City's cabinet refacing line on product offering and franchise-driven regional model.

Broad incumbents

• Pella Windows & Doors: Large national window and door manufacturer with showrooms plus in-home sales for replacement projects. Broader and more upscale than Mad City, but overlaps on replacement windows for residential homeowners.
• Leaf Home (parent of multiple home improvement brands): Roll-up platform owning LeafFilter, Leaf Home Bath, and other direct-to-consumer home improvement brands with in-home sales. Strategically comparable to Renuity (Mad City's parent) as a competing PE-backed home-improvement aggregator.

Emerging players

• Kohler (Walk-in Bath dealer network): Kohler-branded walk-in bath product sold through certified dealers including Mad City. Comparable on walk-in tub product line and senior-accessibility positioning; broader Kohler portfolio extends well beyond this dealer channel.

Others

• Renuity: Strategic parent company of Mad City Windows & Baths and other home-improvement regional brands. Not a peer in the traditional sense but the directly relevant corporate parent for understanding Mad City's capital structure, M&A backdrop, and exit pathway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/madcitywindows
• YouTubeyoutube.com/user/MadCityWindows
• Facebookfacebook.com/madcityroofing
• Pinterestpinterest.com/madcitywindowsbaths

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&A

Investments

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

Frequently asked questions about Mad City Roofing & Windows