Waddell
Waddell Manufacturing, founded in 1879, is a privately held US-based manufacturer and DTC e-commerce retailer of wood products for DIY homeowners, renters, and trade professionals, anchored by its patented Artis Wall reclaimed wood plank line.
- Company typePrivate
- Founded1879
- HeadquartersStow, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Waddell does
Waddell Manufacturing is a privately held, US-based manufacturer and direct-to-consumer e-commerce retailer of wood products, founded in 1879 and headquartered in Stow. The company operates a Shopify storefront (waddellmfg.com), serving DIY homeowners, renters, and trade professionals across the contiguous United States with reclaimed wood wall planks, furniture legs, brackets and shelving, moulding and accents, dowels, and handles. Product breadth spans roughly 190 active SKUs across six categories, with Artis Wall — a brand of authentic reclaimed wood planks featuring a patented installation method using Velcro Brand Fasteners that allows repositionable, removable, and reusable wall mounting — positioned as the flagship line.
Waddell's underlying technology is largely mechanical and process-driven rather than software-driven. The Artis Wall differentiator is a physical installation method: each plank ships with pre-applied Velcro loop tape on the back, enabling damage-free, repositionable mounting and giving rise to a recurring-accessory revenue line in A.I.M. reinstallation strips. Waddell emphasizes that its reclaimed wood is gathered, kiln-dried, and handcrafted in the USA. Aside from the proprietary Artis Wall mounting method, the broader catalog is composed of commodity wood components (furniture legs, dowels, brackets, moulding, handles) that compete largely on quality, dimensional variety, and the Made-in-USA positioning.
The business model is direct-to-consumer e-commerce with a single-channel Shopify storefront, offering free shipping on orders over $100 within the contiguous US. Pricing is unit-based across all categories: Artis Wall planks run $99-$199 per 20 sq ft box; dowels from $0.46; hardware from $3.43; with the A.I.M. reinstallation consumable at $45 per roll. Customer acquisition is driven by content marketing (an Ideas/Inspiration blog, email newsletter with a 10% off first-order incentive) and organic social (Instagram), supplemented by earned media coverage from DIY Network, This Old House, Better Homes & Gardens, and BuzzFeed. A dedicated Trade Professionals program represents a parallel B2B/contractor channel. Notably, no funding rounds, management-team disclosures, partnerships beyond Velcro, or revenue figures are publicly disclosed, and there is no AI/ML capability, public API, or integrations stack evident in the source data.
Waddell firmographics
Firmographics- Name
- Waddell
- Legal name
- Waddell Manufacturing
- Website
- https://waddellmfg.com
- Company type
- Private
- Founded year
- 1879
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Waddell Manufacturing, founded in 1879, is a privately held US-based manufacturer and DTC e-commerce retailer of wood products for DIY homeowners, renters, and trade professionals, anchored by its patented Artis Wall reclaimed wood plank line.
- Ownership category
- akta.pro rank
Waddell industry classification
Industry- Product category
- Decorative Wood Products & Furniture Components
- NAICS
- Wood Product Manufacturing (321), Custom Architectural Woodwork and Millwork Manufacturing (337212), Furniture and Home Furnishings Retailers (4491)
- SIC
- Lumber & Wood Products (No Furniture) (2400), Millwood, Veneer, Plywood, & Structural Wood Members (2430), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Hardwood Plywood & Decorative Panels Manufacturing (IMAMACAB)
- akta.pro secondary industry
- Engineered Wood Siding, Trim & Mouldings (IMAMACAI)
Keywords
Where Waddell is headquartered
LocationHeadquarters
- HQ city
- Stow
- HQ country
- United States
- HQ region
- North America
Markets served
Waddell business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Wood Products Sales: Direct e-commerce sales of wood planks, furniture legs, brackets, shelving, moulding, dowels, and hardware. Revenue generated from one-time product purchases across multiple product categories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Artis Wall Premium Brown 2-inch - 20 sq ft box |
| Unit Pricing | Pay-as-you-go | Artis Wall Natural 5-inch - 20 sq ft box |
| Unit Pricing | Pay-as-you-go | Artis Wall Natural 2-inch - 20 sq ft box |
| Unit Pricing | Pay-as-you-go | Artis Wall A.I.M. Strip for Reinstallation |
| Unit Pricing | Pay-as-you-go | Round Dowels |
| Unit Pricing | Pay-as-you-go | Square Dowels |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Waddell product offering
Product offeringCore offering
Waddell manufactures and sells wood décor and furniture components direct-to-consumer via its e-commerce storefront, with the Artis Wall line of authentic reclaimed wood planks (featuring a patented Velcro® Brand Fasteners-powered repositionable installation system) as its flagship product. The catalog also includes furniture legs, brackets and shelving, moulding and accents, dowels, handles, and accessories targeted at DIY homeowners, renters, and trade professionals.
Product overview
Waddell is a manufacturer of premium wood and décor products, serving the wood crafts industry since 1879. The product portfolio centers on the Artis Wall brand of authentic reclaimed wood planks with a patented Velcro-powered installation system (repositionable, removable, and reusable), alongside a broad range of furniture components including 83 furniture legs, 55 brackets and shelving products, 43 moulding and accent pieces, dowels (round and square), and handles. The Artis Wall planks come in three styles (Natural, Original, Premium Brown) and two sizes (2-inch and 5-inch), with supporting accessories like A.I.M. reinstallation strips. The company targets DIY homeowners and renters seeking design trends for furniture and home décor projects.
Differentiator
Problem solved
Functional benefit
Brands
- Artis Wall: Brand of authentic reclaimed wood planks for decorative wall covering, featuring repositionable and removable installation using Velcro® Brand Fasteners. Made in the USA.
Products and services
- Artis Wall Premium Brown 2-inch Wood Planks Authentic reclaimed wood planks, 2-inch height by 3/16-inch depth, with patented Velcro® Brand Fasteners-powered repositionable installation system. Each box includes 20 sq ft of kiln-dried, handcrafted wood. For DIY homeowners and renters seeking accent wall installations. Price: $199.00 per box ($9.95/sq ft).
- Artis Wall Natural 5-inch Wood Planks Authentic reclaimed wood planks, 5-inch height by 3/16-inch depth, with patented Velcro® Brand Fasteners-powered repositionable installation system. Available with or without installation kit. For DIY accent wall installations. Price: $179.00 per box (from $99.00).
- Artis Wall Natural 2-inch Wood Planks Authentic reclaimed wood planks, 2-inch height by 3/16-inch depth, with patented Velcro® Brand Fasteners-powered repositionable installation system. For DIY accent wall installations. Price: $119.00 regular ($99.00 sale).
- Furniture Legs A collection of 83 furniture legs including unfinished wood legs, Minwax furniture-ready legs, metal legs, and associated hardware. Used for DIY furniture projects including tables, sofas, ottomans, desks, and dressers.
- Brackets + Shelving A collection of 55 products including brackets, corbels, shelving, project boards, and peg board. Designed to display and support shelving installations in DIY home projects.
- Moulding + Accents A collection of 43 decorative wood products including trim details, pole sockets, finials, post caps/tops, island turnings, and appliques. Decorative wood accents for DIY home projects.
- Round Dowels Premium wood dowels in round profile. Available in Hardwood, Oak, and Birch species. 34 sizes ranging from 1/8" to 2" diameter and lengths of 36" or 48". Price from $0.81. For DIY furniture and craft projects.
- Square Dowels Premium wood dowels in square profile. Available in Hardwood species. 6 sizes. Price from $0.97. For DIY furniture and craft projects.
- Handles (Mop + Broom Handles) Wood handles for mops and brooms, sold as a collection of 4 products. For household and trade use.
Quantifiable outcome
- Easy installation requires only utility knife, tape measure, straight edge, scissors, and pencil
Companies that use Waddell
Customer profileSegments3 records
Ideal customer profiles3 records
Waddell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Waddell partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Velcro® Brand FastenerscoreVelcro® Brand Fasteners powers the patented Artis Wall installation system. The company uses Velcro® Brand loop tape pre-applied to planks for damage-free, repositionable wall mounting. This partnership enables the key differentiator of the Artis Wall product line.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Waddell competitors and assessment
Company assessmentDirect peers
- Stikwood: Stikwood sells peel-and-stick reclaimed and sustainable wood wall planks direct to consumers, directly competing with Waddell's Artis Wall line on the same DIY accent-wall use case.
- Wallplanks: Wallplanks offers peel-and-stick real wood wall planks for DIY accent walls, overlapping directly with Artis Wall in product format, customer segment, and channel.
- reSAWN Timber Co. reSAWN's Timberchic line is a shiplap-style reclaimed wood wall covering marketed to designers and homeowners, putting it in direct competition with Artis Wall's reclaimed wood positioning.
- Osborne Wood Products: Osborne sells wood table legs, corbels, and components to DIY furniture builders and trade professionals, directly overlapping with Waddell's furniture legs, brackets, and millwork catalog.
Broad incumbents
- Rockler Woodworking and Hardware: Rockler is a scaled multi-category retailer of woodworking supplies, hardware, and finishing products, competing with Waddell across dowels, hardware, and furniture components as a broader incumbent.
- Woodcraft: Woodcraft operates a national woodworking supply chain and e-commerce store overlapping with Waddell's dowels, finishing products, and trade professional offering as a broad incumbent.
- Rejuvenation: Rejuvenation is a heritage home décor and lighting retailer whose brand and customer base (premium DIY/design-oriented homeowners) closely mirrors Waddell's Artis Wall buyer, though its product mix is broader.
- Schoolhouse Electric: Schoolhouse is a heritage home goods brand selling lighting, hardware, and décor to design-conscious consumers; it competes for the same premium DIY/renter décor wallet share that Artis Wall targets.
Emerging players
- Etsy: Etsy hosts independent sellers of reclaimed wood wall art, furniture components, and décor, providing an alternative marketplace channel that competes with Waddell's DTC storefront for the same DIY consumer searches.
- Bode & Co. Bode & Co. sells reclaimed wood products and home décor direct to consumers, representing an emerging niche peer that overlaps with Artis Wall's reclaimed-wood, made-in-USA positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Waddell social profiles
Digital presenceWaddell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waddell leadership team
Management profileNumber of profiles
Waddell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waddell 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 Waddell
What does Waddell do?
Waddell manufactures and sells wood décor and furniture components direct-to-consumer via its e-commerce storefront, with the Artis Wall line of authentic reclaimed wood planks (featuring a patented Velcro® Brand Fasteners-powered repositionable installation system) as its flagship product. The catalog also includes furniture legs, brackets and shelving, moulding and accents, dowels, handles, and accessories targeted at DIY homeowners, renters, and trade professionals.
Is Waddell a public or private company?
Waddell is a private company. It is classified as family owned and is currently operating.
When was Waddell founded?
Waddell was founded in 1879. It employs 51 to 100 people.
Where is Waddell based?
Waddell is headquartered in Stow, United States, in the North America region.
How does Waddell make money?
One revenue line is on record: wood Products Sales.
Who are Waddell's main competitors?
Direct peers on record are Stikwood, Wallplanks, reSAWN Timber Co. and Osborne Wood Products. Broad incumbents are Rockler Woodworking and Hardware, Woodcraft, Rejuvenation and Schoolhouse Electric. Emerging players are Etsy and Bode & Co..
Does Waddell have an API?
No public API is recorded for Waddell.
What industry is Waddell in?
Waddell's product category is Decorative Wood Products & Furniture Components. Its primary akta.pro industry code is IMAMACAB, Hardwood Plywood & Decorative Panels Manufacturing, with a secondary code of IMAMACAI, Engineered Wood Siding, Trim & Mouldings. Its NAICS code is 321 and its SIC code is 2400.