Crafts
Crafts Inc. is a 100% employee-owned commercial and industrial roofing contractor founded in 1946 in Manitowoc, Wisconsin, serving manufacturing, healthcare, education, government, and warehouse facility owners across northeast Wisconsin with installation, repair, maintenance, and sheet metal fabrication services.
- Company typePrivate
- Founded1946
- HeadquartersManitowoc, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Crafts does
Crafts Inc. is a commercial and industrial roofing contractor headquartered in Manitowoc, Wisconsin, founded on May 6, 1946, and serving customers across roughly fourteen northeast Wisconsin markets including Green Bay, Appleton, Sheboygan, Oshkosh, Fond Du Lac, and the Fox Valley. Since completing its transition to 100% employee ownership under an ESOP on December 31, 2021, the company operates as a private, employee-owned firm with approximately 80 professionals (union craftsmen, sheet metal fabricators, project managers/estimators, and back-office support). It targets enterprise and mid-market facility owners across manufacturing, warehousing, healthcare, education, government/municipal, office, and retail verticals, plus select specialty and institutional accounts such as De Pere School and Two Rivers School.
The company delivers six principal roof system categories — single-ply (EPDM, TPO, PVC, Fleece-Backed), FiberTite KEE membranes, metal retro-fits over existing standing-seam roofs via purlin-attached induction-welded TPO/PVC, cold-applied SBS modified bitumen, standing seam metal, and green/vegetative roof systems — alongside an in-house architectural sheet metal fabrication capability for gutters, downspouts, copings, wall and soffit panels, snow guards, and custom transitions. Services span the full asset lifecycle: new construction subcontracting, roof replacement, targeted repair, leak investigation, 24/7/365 emergency response through the Roof Watch program, preventative maintenance subscriptions (Gold Plan quarterly / standard twice-yearly), snow removal, GPS-tagged inspections, and multi-year capital budgeting and roof asset management. Differentiators cited include ISNetworld 'A' Grade safety verification, EMR well below industry averages, the 2024 Acuity Outstanding Performance Award, the Wisconsin Governor's Business Friend of the Environment Award, and preferred/premium installer status with nine major roofing manufacturers (Johns Manville, Carlisle, Versico, FiberTite/Seaman, Sarnafil, Siplast, Petersen Aluminum, Duro-Last, Metal-Era).
Crafts makes money primarily through one-time project-based commercial roofing installation revenue (new construction and re-roofing) supplemented by professional services for repair and inspection, recurring subscription-style preventative maintenance contracts, and managed roof asset management services for portfolio owners. Pricing is quote-based and not publicly disclosed; standard roof inspections are offered free of charge as a funnel into paid work. Go-to-market is 100% direct field sales via dedicated project managers and estimators, supported by phone, email, and website contact forms — there is no e-commerce, marketplace presence, or third-party reseller channel. The company is led by President Chris Milmoe (effective 2025) with Steve Weinert serving as Chairman & Treasurer, following a generational succession that began with founder Leonard "Spike" Kraft and continued through Bob Weinert.
Crafts firmographics
Firmographics- Name
- Crafts
- Legal name
- Crafts Inc.
- Website
- https://craftsroofing.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Crafts Inc. is a 100% employee-owned commercial and industrial roofing contractor founded in 1946 in Manitowoc, Wisconsin, serving manufacturing, healthcare, education, government, and warehouse facility owners across northeast Wisconsin with installation, repair, maintenance, and sheet metal fabrication services.
- Ownership category
- akta.pro rank
Where Crafts is headquartered
LocationHeadquarters
- HQ city
- Manitowoc
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Crafts business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Commercial Roofing Installation: New construction roofing, roof replacement, and re-roofing services for commercial, industrial, and institutional buildings. Revenue is project-based, one-time per job with manufacturer-backed warranties (20-40+ year performance). Projects include schools, manufacturing facilities, warehouses, office buildings, healthcare centers, government buildings.
- Roof Repair Services: Targeted commercial roof repairs including seam/membrane repairs, flashing restoration, leak sealing, drainage corrections, storm damage recovery. Both emergency (24/7 availability) and scheduled repair services.
- Preventative Maintenance Programs: Ongoing roof maintenance programs (Gold Plan quarterly, standard twice-yearly) that include inspections, GPS site-tagged reports, repair assessments, and prioritized recommendations. Revenue is recurring from enrolled clients.
- Roof Asset Management Services: Portfolio-wide roof assessments, replacement cycle planning, capital budgeting projections, repair vs replace analysis. Long-term partnership model for building owners and facility managers.
- Architectural Sheet Metal: Custom sheet metal fabrication and installation including gutters, downspouts, wall panels, soffit panels, snow guards, coping, fascia, and custom fabrication. Project-based revenue for both standalone and integrated with roofing projects.
- Roof Inspection Services: Complimentary basic roof inspections and detailed condition reports with photos, measurements, and long-term projections. Typically free for standard inspections; funded programs available for large portfolios.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free roof inspections |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Crafts product offering
Product offeringCore offering
Crafts Inc. is a 100% employee-owned commercial and industrial roofing contractor that installs, repairs, and maintains roof systems across northeast Wisconsin. The company delivers new construction roofing, re-roofing, targeted repairs, leak investigation, preventative maintenance, emergency response, snow removal, inspections, and roof asset management/budgeting. It also fabricates and installs custom architectural sheet metal including gutters, downspouts, wall and soffit panels, coping, and snow guards.
Product overview
Crafts Inc. is a commercial and industrial roofing contractor offering a comprehensive portfolio of roofing services and roof systems. The company provides installation, repair, and maintenance services across six main roof system categories: Single Ply (EPDM, TPO, PVC, Fleece-Backed), FiberTite, Metal Retro-Fits, SBS Modified, Standing Seam Metal, and Green Roofs. Complementary architectural sheet metal products include gutters, downspouts, wall panels, soffits, snow guards, and custom fabrication. Services span the full project lifecycle including new construction, roof replacement, repair, leak investigation, preventative maintenance, emergency response, snow removal, inspections, and capital planning/budgeting. All offerings are delivered through a 100% employee-owned workforce operating across northeast Wisconsin.
Differentiator
Problem solved
Functional benefit
Products and services
- Roof Replacement
Quantifiable outcome
- Extended roof lifespan by 10-20+ years with preventative maintenance
- +2 more outcomes
Companies that use Crafts
Customer profileNamed customers3 records
Segments8 records
Ideal customer profiles1 record
Crafts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Crafts partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- Johns ManvillecoreLeading manufacturer of commercial roofing materials. Crafts Inc. is a preferred/premium installer partner, combining Johns Manville products with 75+ years of local expertise for longer-lasting roofs with full manufacturer warranties.
- CarlislecoreMajor roofing membrane manufacturer. Preferred installer status combining Carlisle products with Crafts Inc. expertise for consistent, warrantied performance.
- VersicocoreSingle-ply roofing manufacturer. Certified/preferred installer providing access to Versico's product line with installation expertise and warranty support.
- Fibertite (Seaman Corporation)coreLong-time certified FiberTite installer with many years of relationship. Fibertite is a high-performance KEE membrane with dense fiber base. Crafts Inc. installs fully adhered, induction weld attached, ballasted, and simulated metal look systems.
- SarnafilcorePremium single-ply roofing membrane manufacturer. Preferred installer partnership for Sarnafil products in northeast Wisconsin.
- SiplastcoreSpecialty roofing and waterproofing manufacturer. Preferred/premium installer providing access to PMMA liquid-applied and traffic deck assemblies.
- Petersen Aluminum (PAC-Clad)coreMetal roofing and wall panel manufacturer. Preferred installer for Petersen Aluminum products including metal roofing, wall panels, and related components.
- Duro-LastcoreCustomfabricated single-ply roofing manufacturer. Certified/preferred installer offering Duro-Last's custom-fabricated membranes for leak-resistant roofing.
- Metal-EracoreMetal roofing edge metal and accessories manufacturer. Preferred installer providing Metal-Era's edge systems for watertight roof perimeters.
Scale indicators7 records
Recent moves9 records
Expansion highlights6 records
Crafts competitors and assessment
Company assessmentDirect peers
- Tecta America: One of the largest national commercial roofing contractors in the United States, offering single-ply, metal, modified bitumen, and maintenance services. Directly comparable to Crafts Inc. in service mix and customer base, but operating at national scale.
- CentiMark Corporation: The largest commercial roofing and flooring contractor in North America, with full-service installation, repair, and maintenance across all major roof systems. Directly comparable as a full-service commercial roofing contractor serving enterprise and industrial customers.
- Nations Roof: National commercial roofing contractor providing installation, repair, and maintenance for commercial, industrial, and institutional facilities across the U.S. Directly comparable to Crafts Inc. in service portfolio and customer verticals.
- Greenwood Industries: Commercial roofing and building envelope contractor offering installation, fabrication, and sheet metal services. Directly comparable to Crafts Inc. in both roofing installation and in-house architectural sheet metal fabrication.
- Baker Roofing Company: Multi-generational commercial and residential roofing contractor based in the Southeast, offering installation, repair, and maintenance. Directly comparable as a long-tenured, multi-generation commercial roofing contractor with similar service breadth.
Regional players
- Bone Dry Roofing: Midwest-based roofing contractor with significant operations in Indiana and surrounding states, serving both commercial and residential customers. Regional peer with overlapping service offerings and similar geographic climate considerations.
- F.J.A. Christiansen Roofing Co., Inc. Long-established commercial and industrial roofing contractor serving southeastern Wisconsin from the Milwaukee area. Regional peer competing in adjacent Wisconsin markets with similar commercial/industrial customer base.
Broad incumbents
- Roofing Corp of America: PE-backed national platform of commercial roofing brands built through roll-up acquisitions. Broader incumbent in commercial roofing with scale and capital advantages Crafts Inc. cannot match on its own.
- Tremco Roofing & Building Maintenance: Major roofing manufacturer and integrated service provider with national footprint, combining proprietary material production with installation and maintenance services. Broader incumbent that overlaps with Crafts Inc.'s preferred-manufacturer relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Crafts social profiles
Digital presenceCrafts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crafts leadership team
Management profileNumber of profiles
Profiles15 records
Crafts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crafts 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 Crafts
What does Crafts do?
Crafts Inc. is a 100% employee-owned commercial and industrial roofing contractor that installs, repairs, and maintains roof systems across northeast Wisconsin. The company delivers new construction roofing, re-roofing, targeted repairs, leak investigation, preventative maintenance, emergency response, snow removal, inspections, and roof asset management/budgeting. It also fabricates and installs custom architectural sheet metal including gutters, downspouts, wall and soffit panels, coping, and snow guards.
Is Crafts a public or private company?
Crafts is a private company. It is classified as management employee owned and is currently operating.
When was Crafts founded?
Crafts was founded in 1946. It employs 51 to 100 people.
Where is Crafts based?
Crafts is headquartered in Manitowoc, United States, in the North America region.
How does Crafts make money?
Six revenue lines are on record. Commercial Roofing Installation is the primary driver. The others are roof Repair Services, preventative Maintenance Programs, roof Asset Management Services, architectural Sheet Metal and roof Inspection Services.
Who are Crafts's main competitors?
Direct peers on record are Tecta America, CentiMark Corporation, Nations Roof, Greenwood Industries and Baker Roofing Company. Regional players are Bone Dry Roofing and F.J.A. Christiansen Roofing Co., Inc.. Broad incumbents are Roofing Corp of America and Tremco Roofing & Building Maintenance.
Does Crafts have an API?
No public API is recorded for Crafts.