Wendell August Forge

What Wendell August Forge does

Wendell August Forge, founded in 1923 and headquartered in Mercer, Pennsylvania (near Pittsburgh), is a privately held manufacturer and retailer of hand-hammered metal giftware. The company positions itself as America's oldest and largest forge crafting hand-hammered metal giftware and employs an estimated 51-100 people. Its core process is a proprietary eight-step hand-forging technique using aluminum, bronze, copper, pewter, glass, stainless steel, and wood combinations to produce heirloom-quality personalized gifts. The product portfolio spans annual limited-edition Christmas ornaments, wedding, baby and anniversary gifts, home and bar accessories, jewelry, religious/inspirational items, and licensed collections, with complimentary engraving offered on many items.

The company operates a multi-channel go-to-market model. Its primary channel is direct-to-consumer e-commerce via wendellaugust.com (built on Shopify), supplemented by a company-owned flagship retail store in Pennsylvania, a B2B wholesale program serving retail partners, and a dedicated corporate gifting program via wendellcorporate.com. Revenue is generated almost entirely through one-time product sales, with unit-priced items ranging from roughly $15 for basic aluminum ornaments to $300+ for premium gift sets. Commercial mechanics include free shipping over $150, a 100-day money-back guarantee, an email newsletter offering up to 20% off at signup, and a Reward Points loyalty program.

The company serves both consumer and business segments organized around gift-giving occasions: weddings and newlyweds, new parents/baby celebrations, Christmas and holiday shoppers (including annual-ornament collectors), home décor enthusiasts, sports fans, and corporate gift buyers. It holds licensing partnerships covering all 32 NFL teams, 15 colleges and universities (including Carnegie Mellon, Penn State, Notre Dame and Ohio State), and the Pittsburgh Penguins. Revenue figures are not publicly disclosed, and there is no indication of venture, private equity, or institutional ownership.

Name

Wendell August Forge

Legal name

Wendell August Forge

Website

https://wendellaugust.com

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

51–100 employees

Short description

Wendell August Forge is a Pennsylvania-based maker of hand-hammered metal giftware, founded 1923, selling personalized ornaments, wedding, baby and licensed NFL/college gifts to consumers and businesses via e-commerce, a flagship store, wholesale, and corporate gifting.

Ownership category

akta.pro rank

Product category

Handcrafted Metal Giftware

NAICS

Ornamental and Architectural Metal Work Manufacturing (332323), Jewelry and Silverware Manufacturing (33991)

SIC

Metal Forgings & Stampings (3460), Costume Jewelry & Novelties (3960), Miscellaneous Fabricated Metal Products (3490)

akta.pro primary industry

Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)

akta.pro secondary industries

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC), Custom Religious, Cultural & Ceremonial Jewelry (CRAKAHAK)

Keywords

• Handcrafted metal giftware
• Personalized engraved gifts
• Hand-forged ornaments
• Licensed sports merchandise
• Custom home decor

Headquarters

HQ city

Mercer

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Product Sales: One-time product sales through e-commerce website and flagship retail store. Products include ornaments, trays, glassware, home décor, and personalized gifts with price points ranging from $15 to $300+.
2. Wholesale Distribution: B2B wholesale sales to retail partners through a dedicated wholesale program
3. Corporate Gifts Program: Dedicated corporate gifting program for business customers through wendellcorporate.com

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Wendell August Forge designs, manufactures, and sells hand-hammered metal giftware, including personalized ornaments, trays, plates, glassware, jewelry, home and bar accessories, wedding/baby/anniversary gifts, and licensed NFL and collegiate merchandise. Products are made in Pennsylvania using an eight-step metalworking process across aluminum, bronze, copper, pewter, glass, and wood, with complimentary personalization on most items.

Product overview

Wendell August Forge is America's oldest and largest forge crafting hand-hammered metal giftware, founded in 1923. The company produces a diverse portfolio of handcrafted metal products using an eight-step metalworking process, featuring personalized engraving available at no extra cost on most items. The product lineup centers on Annual Ornaments (limited-edition Christmas collectibles), Personalized Gifts (customizable trays, plates, bowls, glassware for all occasions), Wedding Gifts, Baby Gifts, and Anniversary Gifts. The company also offers themed collections including the America250 commemorative line, NFL and college licensed merchandise, Pittsburgh regional products, and home/bar accessories. Materials include aluminum, bronze, copper, pewter, cherry wood, leatherette, and glass. Products are sold through e-commerce, a flagship retail store, and wholesale channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Annual Ornaments Annual limited-edition Christmas ornaments released each year, available in aluminum, bronze, and copper materials with personalized engraving options. Designed for ornament collectors and holiday gift-givers.
• Personalized Gifts Collection
• Wedding Gifts Handcrafted personalized wedding gifts including love bird plates, eucalyptus trays, wedding ornament sets, glassware sets in wood boxes, prayer bowls, and wall crosses. Designed for engaged couples, newlyweds, and wedding party members.
• Baby Gifts Personalized baby keepsakes including first Christmas ornaments with crystals, birthstone balloon ornaments, nursery plates, rattles, and Noah's Ark snow globe ornaments in aluminum. Designed for new parents and gift-givers at baby showers.
• Home and Bar Accessories Handcrafted home décor and barware including charcuterie boards, serving trays, coasters, glassware sets, trivets, candle holders, and decorative bowls in aluminum, bronze, copper, cherry wood, and leatherette. Designed for home entertaining enthusiasts.
• America250 Collection Limited-edition commemorative collection celebrating America's 250th anniversary in 2026. Features Sea to Shining Sea themed ornaments, coasters, accessory bowls, treasure boxes, champagne buckets, and leatherette ice buckets in aluminum and bronze with crystal accents.
• NFL Licensed Products Handcrafted metal giftware featuring all 32 NFL team logos including Pittsburgh Steelers, Philadelphia Eagles, and Cleveland Browns. Products include ornaments, barware, and tailgating accessories. Designed for NFL fans and alumni.
• College and University Licensed Products Handcrafted metal giftware featuring logos of 15 colleges and universities including Carnegie Mellon, Penn State, University of Pittsburgh, Notre Dame, Ohio State, and others. Designed for college fans, alumni, and gift-givers.
• Pittsburgh-Themed Products Handcrafted metal giftware celebrating Pittsburgh, including skyline designs, Steelers merchandise, Penguins collectibles, and the Big Three Collection honoring Sidney Crosby, Evgeni Malkin, and Kris Letang. Designed for Pittsburgh regional fans and gift-givers.
• Jewelry and Accessories Handcrafted jewelry including bracelets, jewelry holders, bookmarks, mirrors, key rings, and bag tags in aluminum and pewter with engraving options. Designed for personal use and gift-giving.
• Religious and Inspirational Gifts Handcrafted religious and inspirational items including wall crosses, prayer bowls, nativity sets, and faith-based ornaments in aluminum and bronze. Designed for faith-based gift-giving.
• Corporate Gifts Program Dedicated corporate gifting program operated through wendellcorporate.com for business customers, supporting branded or personalized gifts for employee recognition, client appreciation, and corporate events using American-made handcrafted metal giftware.

Quantifiable outcome

• 100-Day Money-Back Guarantee demonstrates confidence in product quality

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Pittsburgh PenguinscoreStrategic or Co-development PartnerLicensed merchandise partnership featuring Pittsburgh Penguins collectibles. The 'Big Three Collection' celebrates Sidney Crosby, Evgeni Malkin, and Kris Letang. A portion of Pittsburgh Penguins merchandise proceeds benefits The Pittsburgh Penguins Foundation supporting youth in the Pittsburgh area.
• NFL (All 32 Teams)coreChannel Partner/ Reseller/ DistributorFull NFL licensing partnership covering all 32 teams including Pittsburgh Steelers, Philadelphia Eagles, Cleveland Browns, and all other NFL franchises. Products include ornaments, barware, and tailgating merchandise.
• College and University PartnerscoreChannel Partner/ Reseller/ DistributorLicensing partnerships with 15 colleges and universities including Carnegie Mellon, Duquesne, Kent State, Miami University of Ohio, Mississippi State, Ohio University, Penn State, Slippery Rock, Ohio State, University of Akron, Notre Dame, University of Pittsburgh, West Virginia University, Youngstown State, and Grove City College.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Lenox: Lenox is a large, established American china, giftware, and collectibles brand with annual ornaments and licensed collections. Overlaps with Wendell August's holiday/annual ornament and gifting business, but at much broader portfolio scale.
• Orrefors Kosta Boda: Orrefors/Kosta Boda is an established Scandinavian handcrafted glass giftware and homeware brand. Comparable artisan heritage, premium gifting catalog, and multi-channel retail/wholesale distribution.
• Waterford: Waterford is a global premium crystal and giftware brand with annual ornaments, barware, and collectibles. Comparable premium giftware and annual-collectible mechanic, though product category is crystal rather than forged metal.
• Reed & Barton: Reed & Barton is a long-established American silverware, giftware, and personalized metal products brand. Comparable category (personalized metal giftware) and gifting use cases, but operates at broader scale across silverware and tabletop.

Direct peers

• Nambe: Nambe produces metal-and-alloy homeware, serveware, and gift products known for sculptural, design-led pieces. Comparable to Wendell August's premium handcrafted metal giftware in materials, gift-occasion focus, and retail/wholesale distribution.
• Simon Pearce: Simon Pearce is a heritage, handcrafted glass and pottery maker with flagship retail, DTC, and wholesale distribution. Comparable artisan positioning, gifting-occasion catalog, and multi-channel premium homeware brand structure.
• Mariposa: Mariposa produces handcrafted recycled-metal serveware, trays, and home gifts in a similar artisan, recycled-metal positioning. Direct overlap with Wendell August's hand-hammered trays, bowls, and giftware across comparable price points and gifting occasions.
• Michael Aram: Michael Aram creates hand-hammered, hand-forged metal home décor, serveware, and gifts with an artisan studio model. Highly comparable to Wendell August's hand-forged metalworking process, personalization offering, and luxury gift positioning.
• Beatriz Ball: Beatriz Ball designs and sells handcrafted metal serveware, trays, bowls, and home décor with an artisanal, design-forward brand similar to Wendell August. Comparable product mix, price band, and gift/hospitality customer base.
• Old World Christmas: Old World Christmas specializes in handcrafted glass Christmas ornaments, including licensed and collectible designs. Direct overlap with Wendell August's annual ornament, collectible, and licensed (NFL/college/holiday) product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wendellaugust1923
• Xx.com/wendellaugust
• LinkedInlinkedin.com/company/wendell-august-forge

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 Wendell August Forge