StoneCraft
StoneCraft is a manufactured stone veneer brand under Westlake Royal Building Products, producing ASTM C1670-compliant concrete-based stone products in Ashlar, Irregular, and Ledge styles for residential and commercial applications, sold exclusively through an authorized dealer network across the US and Canada.
- Company typePrivate
- Founded1988
- HeadquartersWixom, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What StoneCraft does
StoneCraft is a manufactured stone veneer (MSV) brand that produces concrete-based stone products cast in molds to replicate the appearance of natural stone for both exterior and interior applications. The portfolio is organized around three style families — Ashlar (refined, architectural lines), Irregular (warm, heritage feel), and Ledge (horizontal, modern character) — and multiple color collections including Brown, Grey, White & Cream, Taupe, and Black, supplemented by an Accents & Accessories line. Products are designed to meet the ASTM C1670 standard for manufactured stone veneer and are positioned as an affordable alternative to natural stone for homeowners, builders, architects, designers, and contractors.
The brand operates as a product line within Westlake Royal Building Products, a diversified building materials conglomerate, and has been in market for over 37 years since its 1988 origin. StoneCraft does not sell direct; instead it distributes exclusively through an authorized dealer network that handles quoting, local fulfillment, and project support, with a dealer-locator on the brand website routing end customers to regional dealers. Pricing is quote-based and project-specific, with no public price list. The go-to-market is a channel-partner model that combines consumer-facing digital marketing (website, gallery, blog, social media on Facebook, Instagram, Pinterest, YouTube) with professional-facing resources including a Pro Blog, continuing education for architects and designers, and the Stone Certified Installer Program for contractors.
The commercial model is one-time product sale (a one-time license-like stream of stone veneer and accessory revenue) intermediated by dealers. Customer segments are horizontal — homeowners are the primary persona, with builders, architects/designers, and contractors/installers as secondary professional segments — and the company serves both the US and Canadian markets. There are no disclosed AI, software, or digital-platform components; differentiation is grounded in physical product attributes, brand heritage, certified installer coverage, and dealer reach rather than technology.
StoneCraft firmographics
Firmographics- Name
- StoneCraft
- Legal name
- StoneCraft (brand of Westlake Royal Building Products)
- Website
- https://stonecraft.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- StoneCraft is a manufactured stone veneer brand under Westlake Royal Building Products, producing ASTM C1670-compliant concrete-based stone products in Ashlar, Irregular, and Ledge styles for residential and commercial applications, sold exclusively through an authorized dealer network across the US and Canada.
- Ownership category
- akta.pro rank
StoneCraft industry classification
Industry- Product category
- Manufactured Stone Veneer / Building Materials
- NAICS
- Cut Stone and Stone Product Manufacturing (327991)
- SIC
- Cut Stone & Stone Products (3281)
- akta.pro primary industry
- Masonry Veneer Units (Thin Brick, Stone Veneer) (IMADABAI)
- akta.pro secondary industry
- Manufactured/Engineered Stone & Agglomerates (Quartz, Terrazzo, Sintered Stone) (IMAKAHAG)
Keywords
Where StoneCraft is headquartered
LocationHeadquarters
- HQ city
- Wixom
- HQ country
- United States
- HQ region
- North America
Markets served
StoneCraft business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Manufactured Stone Veneer Sales: Revenue generated from selling manufactured stone veneer products through an authorized dealer network. Products include various styles (Ashlar, Irregular, Ledge) and color families (Brown, Grey, Taupe, Black) for exterior and interior applications.
- Accents & Accessories Sales: Sale of complementary accent products and accessories that accompany the main stone veneer offerings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Stone Veneer Products |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels9 records
StoneCraft product offering
Product offeringCore offering
StoneCraft manufactures and distributes manufactured stone veneer (MSV) products — concrete-based stone pieces cast in molds to replicate the appearance of natural stone — for both exterior and interior applications. The portfolio spans three named styles (Ashlar, Irregular, Ledge), multiple color families (Brown, Grey, White & Cream, Taupe, Black), and complementary accents and accessories. Products are sold exclusively through a network of authorized dealers serving residential and commercial construction projects in the USA and Canada.
Product overview
StoneCraft is a manufactured stone veneer brand under Westlake Royal Building Products, offering exterior and interior stone solutions for over 37 years. The product portfolio consists of StoneCraft Stone (the primary manufactured stone veneer product) and StoneCraft Accents & Accessories. Stone products are available in three distinct styles: Ashlar (refined, architectural look), Irregular (warm, natural heritage feel), and Ledge (horizontal lines, modern character). Color collections include Brown, Grey, White & Cream, Taupe, and Black. The brand serves both residential and commercial applications including home facades, outdoor fireplaces, BBQ pits, interior fireplaces, and kitchens. StoneCraft also offers a Stone Certified Installer Program for professional contractors and installers.
Differentiator
Problem solved
Functional benefit
Brands
- StoneCraft: Manufactured stone veneer brand offering exterior and interior stone products including Ashlar, Irregular, and Ledge stone styles in various colors.
Companies that use StoneCraft
Customer profileSegments4 records
Ideal customer profiles4 records
StoneCraft technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
StoneCraft partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
StoneCraft competitors and assessment
Company assessmentEmerging players
- Realstone Systems: Manufacturer of natural and manufactured thin stone veneer and architectural stone products for interior and exterior applications. Niche competitor with overlapping product use cases and channel.
- ProVia: Building products manufacturer offering manufactured stone alongside windows, doors, and siding, primarily through professional dealers. Adjacent competitor with overlapping stone veneer line and stronger cross-category bundle potential.
- Arriscraft: Manufacturer of architectural stone products including manufactured stone veneer and adhered masonry veneer. Comparable in product technology and target use cases, though with a stronger commercial and institutional tilt.
Broad incumbents
- Boral Limited (Boral Building Products): Large building products company that owns Eldorado Stone, Cultured Stone, and other cladding brands. Competes broadly with StoneCraft across the MSV and masonry categories via a deeper portfolio and national reach.
- CertainTeed (Saint-Gobain): Large building products subsidiary of Saint-Gobain offering siding, trim, and stone veneer products. Broad incumbent that overlaps with StoneCraft on stone veneer and adjacent exterior cladding categories.
- General Shale: Major North American brick and masonry products manufacturer that has expanded into manufactured stone veneer. Competes with StoneCraft in masonry-style exteriors with broader product lines.
Direct peers
- Cultured Stone: Pioneering manufactured stone veneer brand (originally part of Owens Corning, now within Boral) selling cast stone veneer products through a national dealer network. Directly comparable in product, channel, and target segments.
- Eldorado Stone: One of the largest U.S. manufactured stone veneer brands, offering a broad portfolio of stone profiles and colors for residential and commercial applications. Closest direct competitor to StoneCraft with similar product, channel, and customer profile.
- Coronado Stone Products: U.S. manufacturer of manufactured stone veneer and architectural stone profiles sold through dealers and distributors nationwide. Comparable in product offering, style variety, and pro-channel focus.
- Dutch Quality Stone: Manufactured stone veneer producer offering multiple profiles and color palettes for residential and light commercial projects. Similar mid-sized MSV competitor with dealer-based distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
StoneCraft social profiles
Digital presenceStoneCraft financial estimates
Financial estimateRevenue estimate
Valuation estimate
StoneCraft leadership team
Management profileNumber of profiles
StoneCraft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
StoneCraft M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about StoneCraft
What does StoneCraft do?
StoneCraft manufactures and distributes manufactured stone veneer (MSV) products — concrete-based stone pieces cast in molds to replicate the appearance of natural stone — for both exterior and interior applications. The portfolio spans three named styles (Ashlar, Irregular, Ledge), multiple color families (Brown, Grey, White & Cream, Taupe, Black), and complementary accents and accessories. Products are sold exclusively through a network of authorized dealers serving residential and commercial construction projects in the USA and Canada.
Is StoneCraft a public or private company?
StoneCraft is a private company. It is classified as corporate owned and is currently operating.
When was StoneCraft founded?
StoneCraft was founded in 1988. It employs 11 to 50 people.
Where is StoneCraft based?
StoneCraft is headquartered in Wixom, United States, in the North America region.
How does StoneCraft make money?
Two revenue lines are on record. Manufactured Stone Veneer Sales are the primary driver. The others are accents & Accessories Sales.
Who are StoneCraft's main competitors?
Emerging players on record are Realstone Systems, ProVia and Arriscraft. Broad incumbents are Boral Limited (Boral Building Products), CertainTeed (Saint-Gobain) and General Shale. Direct peers are Cultured Stone, Eldorado Stone, Coronado Stone Products and Dutch Quality Stone.
Does StoneCraft have an API?
No public API is recorded for StoneCraft.
What industry is StoneCraft in?
StoneCraft's product category is Manufactured Stone Veneer / Building Materials. Its primary akta.pro industry code is IMADABAI, Masonry Veneer Units (Thin Brick, Stone Veneer), with a secondary code of IMAKAHAG, Manufactured/Engineered Stone & Agglomerates (Quartz, Terrazzo, Sintered Stone). Its NAICS code is 327991 and its SIC code is 3281.