Marygrove Awnings

What Marygrove Awnings does

Marygrove Awnings, legally American Roll Shutter & Awning Company d/b/a Marygrove Awning Company and MaxShade Awnings, is a privately held manufacturer and installer of motorized retractable awnings founded in 1933 and headquartered in Livonia, Michigan. The company designs, engineers, fabricates (metalwork, sewing, printing), and installs in-house a portfolio of retractable awnings, smart awnings, commercial awnings, retractable screens (solar, privacy, bug), and accessories such as wind sensors, LED lighting kits, support poles, and remotes. Core technical features include adjustable pitch, an integrated cover housing system, double cable arms, weather-sensor automation, smartphone/app control, and customizable sizing across 150+ fabric patterns and three frame finishes, supported by a Unity-based 3D Awning Visualizer for online configuration.

The company generates revenue primarily through one-time sales of awnings and shade systems plus bundled in-house installation, with GreenSky (Synovus Bank) consumer financing — including 0% interest if paid in full in 12 months — attached to the transaction. Go-to-market is sales-led and direct-to-consumer: prospective customers book a free in-home consultation through marygrove.com or a 1-800 number, after which a Marygrove specialist visits the home to measure, present fabric and frame options, and quote; a parallel enterprise field-sales motion serves HOAs/condo communities (300+ served) and historical commercial clients such as Comerica Park, Joe Louis Arena, The Palace of Auburn Hills, and DTE Energy Theater. Distribution is single-country (United States) and exclusively direct — no third-party retail or reseller — with the 50+ sales-professional team covering 22 states under VP of Sales David Tavidian, plus a Livonia showroom. Customer experience is reinforced by 4.8-4.9 star ratings across Google, Facebook, BirdEye, and Angi, and a Mint Program loyalty offering. Leadership is Mike Falahee (CEO & Owner), with the company operating without disclosed institutional or PE backing.

Name

Marygrove Awnings

Legal name

American Roll Shutter & Awning Company d/b/a Marygrove Awning Company and d/b/a MaxShade Awnings

Website

https://marygrove.com

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

101–250 employees

Short description

Marygrove Awnings is a privately held, 90+ year manufacturer and installer of motorized retractable awnings and shade systems based in Livonia, Michigan, selling direct to U.S. residential homeowners, HOAs, and commercial clients across 22 states via in-home consultations and in-house installation.

Ownership category

akta.pro rank

Product category

Retractable Awnings and Outdoor Shade Systems

NAICS

Blind and Shade Manufacturing (337920), Blind and Shade Manufacturing (33792)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Outdoor Window Shades & Awnings Retail (Exterior Shades, Retractable Awnings) (CRAIAKAH)

akta.pro secondary industries

Shutters Retail (Plantation, Interior/Exterior) (CRAIAKAE), Motorized Shades, Blinds & Curtain Automation (HSAHADAD)

Keywords

• Retractable awnings
• Outdoor shade systems
• Motorized awnings
• Residential awnings
• Commercial awnings

Headquarters

HQ city

Livonia

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Awning Product Sales: Marygrove generates revenue primarily through the one-time sale of retractable awnings, accessories, and shade systems. Products include residential retractable awnings, commercial awnings, smart awnings, retractable screens (solar, privacy, bug), accessories (wind sensors, poles, remotes), and fabrics. The company manufactures products in-house from engineering and design through metalwork, fabrication, cutting, sewing, and printing.
2. Installation Services: Installation is performed exclusively by in-house technicians (Marygrove does not contract out installations), providing professional installation as part of the purchase process. Installation typically takes 3-4 hours for standard residential setups.
3. Financing Services: Marygrove offers financing options through GreenSky (Synovus Bank) including 0% interest if paid in full in 12 months, enabling customers to pay over time. While the financing is provided by a third-party bank, it facilitates higher transaction values and is a core part of the revenue model.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Marygrove designs, manufactures, and sells custom motorized retractable awnings and outdoor shade systems for residential and commercial customers, including porch, patio, deck, condo, front door, pool, and all-season applications. Products are built in-house and sold direct with free in-home consultations, professional in-house installation, and GreenSky-backed financing. Complementary offerings include retractable screens, over 150 fabric options, and accessories such as wind sensors, built-in LED lighting, support poles, and remote controls.

Product overview

Marygrove Awnings offers a comprehensive portfolio of motorized retractable awnings and outdoor shade solutions. The core product line centers on Retractable Awnings with built-in LED lighting, wind sensors, and remote/app control, supplemented by specialized sub-products for residential applications (Porch, Patio, Deck, Condo, Front Door, Pool, and All Seasons awnings), Commercial Awnings, and Smart Awnings. The portfolio also includes Retractable Screens (Solar, Privacy, Bug), over 150 Fabric options, and Accessories (LED lights, wind sensors, poles, remotes). A 3D Awning Visualizer tool enables customer configuration, while the Mint Program provides loyalty benefits. Products are manufactured in-house with a focus on customization and are distributed through an in-home consultation and installation model across multiple U.S. states.

Differentiator

Problem solved

Functional benefit

Products and services

• Retractable Awnings Motorized retractable awnings with adjustable pitch, integrated cover housing system, adjustable slope, and double cable arms. Features include built-in LED lights, integrated wind sensor protection, and remote/app control. Sold custom-sized to residential and commercial customers with professional in-house installation.
• Residential Awnings Awnings designed for residential outdoor spaces — porches, patios, decks, condos, front doors, and poolside areas — offering customizable shade solutions for homeowners with HOA-compatible sizing and aesthetics.
• Commercial Awnings Commercial-grade awning and shade solutions for business applications including window shades, solar screens, and facade shading systems for storefronts, venues, and public spaces.
• Smart Awnings Motorized retractable awnings with smartphone app-based control, adjustable shade and lighting settings, and smart sensor integration for automated operation.
• Retractable Screens Motorized retractable screens providing solar protection, privacy, and insect/bug screening for windows, French doors, patios, and decks.
• Fabrics Over 150 fade-resistant fabric patterns and colors available in various weights and materials for customizing awning appearance.
• Awning Accessories Add-on components including built-in dimmable LED lights for ambient nighttime use, automatic wind sensors that retract the awning at preset wind thresholds, support poles, and remote controls for convenient operation.

Quantifiable outcome

• Outdoor temperature reduction of up to 20°F compared to direct sunlight
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Eclipse Shading Systems: Eclipse manufactures retractable awnings and exterior solar screens with dealer-installation across the US — directly comparable product line (motorized retractable awnings and screens) and use case overlap with Marygrove.
• Sunesta: Sunesta is one of the largest US manufacturers of retractable awnings with direct-to-home sales and dealer networks — closest direct competitor to Marygrove's residential retractable awning offering, including smart/motorized lines.
• Sunair Awnings: Sunair manufactures and sells retractable patio awnings, retractable screens, and motorized shade systems through dealer-direct sales — directly comparable product line, customer base, and distribution model to Marygrove.
• Phantom Screens: Phantom Screens manufactures and distributes retractable screens for doors, windows, and outdoor living spaces via a national dealer network — comparable on motorized retractable screens, which is an explicit product line for Marygrove.
• KE Durasol (KE Outdoor Design): KE Durasol specializes in retractable awnings, drop-arm awnings, and motorized shade systems with dealer-direct installation — comparable product set and channel structure to Marygrove's residential/commercial offerings.

Broad incumbents

• Hunter Douglas: Hunter Douglas is the dominant US manufacturer of window blinds, shades, and motorized window coverings — broader incumbent whose motorized exterior shade and screen products overlap the smart-awning category Marygrove sells into.
• Carefree of Colorado: Carefree is a long-established broad awning and shade products manufacturer (RV and stationary awnings) — comparable on retractable awning technology and serves residential/patio markets alongside RV OEMs.

Emerging players

• StruXure Outdoor: StruXure is a fast-growing manufacturer of motorized louvered pergola/roof systems that compete against awnings for the same outdoor-shade and patio-comfort budget — emerging but rapidly scaling direct competitor to Mary's premium outdoor-shade positioning.

Regional players

• Thompson Creek Window Company: Thompson Creek is a regional direct-sales home exterior replacement company (windows, doors, siding, gutters) in the Mid-Atlantic and Southeast — comparable in-home-consultation sales model and similar high-ticket residential renovation customer to Marygrove.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights14 records

Customer concentration

• Xx.com/AwningMarygrove
• YouTubeyoutube.com/channel/UCf0RvUBguJpdOSk520b1cBA
• Facebookfacebook.com/marygroveawnings
• Instagraminstagram.com/marygroveawnings/?hl=en
• Pinterestpinterest.com/marygroveawnings
• TikToktiktok.com/@marygroveawnings

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Marygrove Awnings