WoodgeniX
WoodgeniX is a Wisconsin-based custom wood casegoods manufacturer serving B2B clients across hospitality, healthcare, retail, and education verticals. Founded circa 1980, it operates an integrated design, engineering, and in-house manufacturing model for made-in-America custom furniture and point-of-purchase displays.
- Company typePrivate
- Founded1980
- HeadquartersRandom Lake, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What WoodgeniX does
WoodgeniX (formerly Schu Industries) is a Wisconsin-based custom wood casegoods and furniture manufacturer serving B2B clients across four vertical markets: hospitality, healthcare, retail point-of-purchase displays, and education. Founded circa 1980 and operating under a new brand identity since July 2021, the company is headquartered in Random Lake, Wisconsin, with over 100,000 square feet of production space and 51-100 employees. Its customer base spans Fortune 500 corporations to startups, including Wyndham Hotels & Resorts (Days Inn and AmericInn brands), IHG (custom kids' suite program), Wilderness Resort, Greystone Healthcare, Menards, Frank Mayer, GE Healthcare, Siemens, Grainger, and Nemschoff.
The company operates a vertically integrated manufacturing model covering custom design, engineering (including power integration, durability testing, ergonomic support, cross-material fitting), prototyping, and full in-house production spanning cutting, machining, routing, boring, sanding, edgebanding, staining, sealing, painting, assembly, and packaging. Material capabilities span wood veneer, HPL, TFL, and 3DL laminates, plus sustainable wood, bamboo, cork, stone, and reclaimed materials, with mixed-media projects incorporating technology and rough-sawn aesthetics. The product mix includes pre-designed hospitality and long-term-care furniture collections (hospitality series: Dawn, Dalanna, Elise, Fairway, Grand, Isabella, Lodge, Pointe, Somerset, Tend, Timberlake, Trim, Cross Roads; long-term-care series: Allyson, Emma, Jenna, Lily, Mackenzie, Paige, Payton, Taylor) alongside fully custom projects. A 5-year product warranty and integrated FF&E/Design Firm collaboration support delivery.
WoodgeniX generates revenue through quote-driven, project-based B2B sales with no standardized pricing tiers; pricing depends on materials, design complexity, volume, and delivery scope, and carries a 35% restocking fee on cancelled items. The go-to-market motion is enterprise direct sales: inbound requests via the website 'Request a Quote' form, toll-free phone outreach (800-967-3688), and dedicated relationship management by CEO/Owner Paul Golden and Director of Sales & Marketing Doug Dedering (25+ years tenure), supplemented by a content-marketing presence (industry blog, case studies, design portfolio). All production is single-country domestic (USA), with the company emphasizing made-in-America positioning and a niche focus on complex custom projects that other domestic manufacturers have moved away from. Following the 2019 acquisition by Schilling Schu Industries and the July 2021 rebranding, WoodgeniX has repositioned around four business units and plans to expand production capacity beyond its current footprint.
WoodgeniX firmographics
Firmographics- Name
- WoodgeniX
- Legal name
- WoodgeniX, LLC
- Website
- https://woodgenixllc.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- WoodgeniX is a Wisconsin-based custom wood casegoods manufacturer serving B2B clients across hospitality, healthcare, retail, and education verticals. Founded circa 1980, it operates an integrated design, engineering, and in-house manufacturing model for made-in-America custom furniture and point-of-purchase displays.
- Ownership category
- akta.pro rank
WoodgeniX industry classification
Industry- Product category
- Custom Furniture Manufacturing
- NAICS
- Household and Institutional Furniture Manufacturing (33712)
- SIC
- Wood Household Furniture, (No Upholstered) (2511)
- akta.pro primary industry
- Wood Mouldings, Millwork & Trim (IMADADAG)
Keywords
Where WoodgeniX is headquartered
LocationHeadquarters
- HQ city
- Random Lake
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WoodgeniX business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Custom Casegoods and Furniture Manufacturing: Project-based B2B revenue from designing, engineering, and manufacturing custom wood casegoods and furniture for hospitality, healthcare, retail, and education clients. Revenue is earned on a per-project basis with custom pricing reflecting scope, materials, and volume. No public pricing is listed; all sales are quote-driven. Clients include Fortune 500 corporations and startups across multiple industries nationwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Custom project-based pricing — no standardized tiers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
WoodgeniX product offering
Product offeringCore offering
WoodgeniX designs, engineers, manufactures, delivers, and supports custom wood casegoods and furniture for hospitality, healthcare, retail, and education customers. All production is performed in-house at a single Wisconsin facility, with full-service manufacturing covering cutting, machining, finishing, assembly, and packaging. The company serves clients ranging from Fortune 500 corporations to startups on a quote-based, project-driven basis.
Product overview
WoodgeniX is a Wisconsin-based furniture manufacturer offering custom wood casegoods and furniture solutions across multiple vertical markets: hospitality (hotels, resorts), long-term healthcare, retail displays, and education. The company operates a single unified manufacturing capability with integrated services including custom design, engineering, and manufacturing. The product portfolio spans pre-designed collection series (hospitality collections like Dawn, Dalanna, Elise, and healthcare collections like Allyson, Taylor, Paige) as well as fully custom furniture and retail point-of-purchase displays. Material options include wood veneer, HPL, TFL, and 3DL laminates. The company was rebranded in 2021 from Schu Industries (40+ years in business) and emphasizes domestic manufacturing with over 100,000 square feet of production space.
Differentiator
Problem solved
Functional benefit
Products and services
- Hospitality Furniture Custom wood casegoods and furniture for hotels, resorts, boutique properties, and hospitality venues including guest room furnishings, headboards, desks, credenzas, wardrobes, nightstands, and entertainment centers. Pre-designed collection series include Dawn, Dalanna, Elise, Fairway, Grand, Isabella, Lodge, Pointe, Somerset, Tend, Timberlake, Trim, and Cross Roads.
- Long Term Health Care Furniture Furniture for long-term skilled nursing care facilities, assisted living communities, and home health support providers. Includes resident room casegoods, nurse stations, shelving, and common area furniture. Named collections include Allyson, Elise, Emma, Isabella, Jenna, Lily, Mackenzie, Paige, Payton, Taylor, Tend, Trim, plus Nurse Stations.
- Retail Display Furniture Point-of-purchase displays and custom retail furniture designed to attract, engage, and motivate consumers. Offers fast engineering turnaround, short lead times, and flexible manufacturing to support changing retail audiences.
- Education Furniture Furniture for educational facilities including desks, shelving and cubbies, common space furniture, lectern podiums, and lockers designed for durability, student safety, and academic calendar-aligned delivery.
- Custom Design Services In-house design services covering materials, colors, finishes, specifications, fabric selection, technology integration, power solutions, and custom renderings for bespoke furniture projects.
- Engineering Services Engineering services including power incorporation, durability testing, cross-material fitting, ergonomic support, custom components, material sourcing, and manufacturing documentation.
- Full-Service Manufacturing Services Full-service in-house manufacturing including cutting, machining, routing, boring, sanding, edgebanding, staining, sealing, painting, assembly, and packaging, all performed at the company's Wisconsin facilities.
Quantifiable outcome
- Delivered 440 rooms of furniture across two installation schedules in 12 weeks for Wilderness Resort
- +2 more outcomes
Companies that use WoodgeniX
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
WoodgeniX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
WoodgeniX partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- GE HealthcareminorFeatured as a client/vendor partner on the Long Term Health Care page of WoodgeniX's staging website. GE Healthcare products are referenced as part of healthcare furniture solutions, suggesting a working relationship in the healthcare furniture sector.
- GraingerminorListed as a featured client on the Long Term Health Care page. Grainger is an industrial supply company, suggesting a vendor-supplier relationship for operational materials or equipment.
- NemschoffminorListed as a featured client on the Long Term Health Care page. Nemschoff is a healthcare furniture manufacturer, suggesting a peer relationship or industry collaboration.
- Graham FieldminorListed as a featured client on the Long Term Health Care page. Graham Field is a healthcare equipment and furniture brand.
- Hal Leonard CorporationminorFeatured as a client on the Retail Display page, suggesting a working relationship for point-of-purchase displays or custom retail furniture.
- Stack-OnminorFeatured as a client on the Retail Display page.
- Tab (Retail Solutions)minorFeatured as a client on the Retail Display page.
- RCS InnovationsminorFeatured as a client on the Retail Display page.
- Design Firm (FF&E Provider)coreWoodgeniX partnered with a design firm and FF&E (Fixtures, Furniture & Equipment) provider for the Harborview Hotel project. This collaborative relationship was key to translating the client's vision into a cohesive design and was described as a continuation of successful partnerships on multiple projects.
- Frank Mayer & AssociatesminorFrank Mayer is a point-of-purchase display manufacturer referenced as a client for whom WoodgeniX manufactured displays. Menards is another retail client featured for POP displays.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
WoodgeniX competitors and assessment
Company assessmentDirect peers
- Vanguard Furniture: Custom upholstered and wood casegoods manufacturer serving the hospitality industry. Comparable to WoodgeniX in custom hospitality furniture production for hotels and resorts.
- Fairmont Designs: Hospitality and residential furniture manufacturer producing casegoods, headboards, and case goods for hotels and resorts. Direct competitor in custom hospitality furniture.
- Grand Rapids Chair Company: Custom hospitality seating and casegoods manufacturer based in Michigan serving hotels, restaurants, and country clubs. Comparable in custom design approach and B2B contract furniture model.
- Frank Mayer & Associates: Point-of-purchase display and in-store merchandising manufacturer. Comparable to WoodgeniX's retail POP display business and is itself a client (WoodgeniX manufactures displays for Frank Mayer).
- Nemschoff: Healthcare-focused furniture manufacturer producing seating and casegoods for hospitals, clinics, and long-term care facilities. Directly comparable to WoodgeniX's healthcare/long-term care vertical and listed as a featured partner on WoodgeniX's website.
- Klem Furniture: Wisconsin-based custom casegoods manufacturer serving hospitality and commercial markets. Highly comparable to WoodgeniX given geographic proximity, similar custom-manufacturing model, and overlapping hospitality customer base.
- Innvision Hospitality: Custom hotel casegoods and furniture manufacturer specializing in guest room furnishings for branded and boutique hotels. Direct competitor to WoodgeniX in the custom hospitality casegoods niche.
Broad incumbents
- Flexsteel Industries: Established furniture manufacturer with hospitality, residential, and RV product lines. Overlaps with WoodgeniX in hospitality casegoods but competes primarily with standardized product offerings.
- Sauder Woodworking: Large-scale wood products manufacturer producing ready-to-assemble furniture and casegoods for residential and commercial channels. Overlaps with WoodgeniX in wood manufacturing capabilities but operates at much larger scale with different go-to-market.
- Kimball International: Large publicly traded hospitality, healthcare, and contract furniture manufacturer with broad product portfolios. Competes with WoodgeniX on hospitality casegoods but at much greater scale and with standardized offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
WoodgeniX social profiles
Digital presenceWoodgeniX financial estimates
Financial estimateRevenue estimate
Valuation estimate
WoodgeniX leadership team
Management profileNumber of profiles
Profiles2 records
WoodgeniX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WoodgeniX 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 WoodgeniX
What does WoodgeniX do?
WoodgeniX designs, engineers, manufactures, delivers, and supports custom wood casegoods and furniture for hospitality, healthcare, retail, and education customers. All production is performed in-house at a single Wisconsin facility, with full-service manufacturing covering cutting, machining, finishing, assembly, and packaging. The company serves clients ranging from Fortune 500 corporations to startups on a quote-based, project-driven basis.
Is WoodgeniX a public or private company?
WoodgeniX is a private company. It is classified as corporate owned and is currently operating.
When was WoodgeniX founded?
WoodgeniX was founded in 1980. It employs 51 to 100 people.
Where is WoodgeniX based?
WoodgeniX is headquartered in Random Lake, United States, in the North America region.
How does WoodgeniX make money?
One revenue line is on record: custom Casegoods and Furniture Manufacturing.
Who are WoodgeniX's main competitors?
Direct peers on record are Vanguard Furniture, Fairmont Designs, Grand Rapids Chair Company, Frank Mayer & Associates, Nemschoff, Klem Furniture and Innvision Hospitality. Broad incumbents are Flexsteel Industries, Sauder Woodworking and Kimball International.
Does WoodgeniX have an API?
No public API is recorded for WoodgeniX.
What industry is WoodgeniX in?
WoodgeniX's product category is Custom Furniture Manufacturing. Its primary akta.pro industry code is IMADADAG, Wood Mouldings, Millwork & Trim. Its NAICS code is 33712 and its SIC code is 2511.