What Soil & Oak does

Soil & Oak is a Brooklyn, New York-based custom furniture manufacturer founded in 2013 by Jay Lee and Caroline Coolidge. The company designs and hand-assembles made-to-order shelving systems and built-in desks that combine steel pipe hardware (in finishes including polished brass, brushed brass, chrome, matte black, oil-rubbed bronze, and proprietary powder coats such as Spanish gold, Irish gold, copper jacket, and champagne gold) with American-made butcher block wood in oak, maple, or walnut, plus Douglas fir and glass shelf options. Its product portfolio is organized into three style families — Loft (light industrial with visible threading), Modern Loft (refined silhouette with no visible threading), and French Bistro (classic cantilever and finial design) — each available across multiple mounting configurations including wall, ceiling, counter-to-wall, counter-to-ceiling, ceiling-hanging, and freestanding variants. Complementary product lines include single and double seater built-in desks, standing desks, custom bookshelves, closet systems, and fully bespoke kitchen, bar, retail, and restaurant projects.

The business operates a hybrid go-to-market model. Direct-to-consumer sales flow through a Shopify-powered e-commerce storefront where customers can configure standard SKUs priced between roughly $300 and $1,975, with shipping included for US orders (excluding Alaska and Hawaii). A separate trade program serves interior designers with exclusive pricing, tax-exempt purchasing, and dedicated project contacts. Direct commercial sales target restaurants, bars, wine shops, coffee shops, hotels, and retail stores with quote-based custom fabrication. Every piece is hand-assembled in the company's two manufacturing locations in Hudson Valley and Chicago, and standard products ship with a turnaround as fast as two weeks, while custom projects typically run three to six weeks. The company has accumulated a 4.9/5 rating across 115+ customer reviews and has been featured in The New York Times, Architectural Digest, Harper's Bazaar, Martha Stewart, Good Housekeeping, and Apartment Therapy.

Revenue mechanics are entirely unit-based: one-time purchases of pre-configured SKUs plus quote-based custom projects for residential and commercial clients. The company is privately held by its two co-founders with no disclosed external institutional funding, no parent company, and a small 1–10 person team. Geographic reach is domestic-only and excludes Alaska and Hawaii, with international shipping not actively supported. There is no evidence of recurring revenue, software, AI/ML capabilities, or platform technology beyond standard e-commerce tooling.

Name

Soil & Oak

Legal name

Soil & Oak

Website

https://soilandoak.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Soil & Oak is a Brooklyn-based custom furniture manufacturer founded in 2013 that designs and hand-assembles made-to-order shelving and built-in desks combining steel pipe hardware with wood or glass, selling direct-to-consumer via Shopify and through a trade program for interior designers and commercial buyers in the United States.

Ownership category

akta.pro rank

Product category

Custom Furniture (Shelving and Desks)

NAICS

Custom Architectural Woodwork and Millwork Manufacturing (337212), Nonupholstered Wood Household Furniture Manufacturing (337122), Wood Office Furniture Manufacturing (337211)

SIC

Wood Household Furniture, (No Upholstered) (2511), Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)

akta.pro primary industry

Custom Built-Ins (Shelving, Entertainment Centers, Mudrooms) (HSAPAIAH)

akta.pro secondary industries

Custom Modular Shelving & Cabinetry System Planning (Non-Construction) (HSAFAHAK), Shelving & Racking Retail (Wall, Freestanding, Garage/Utility) (CRAIAJAB), Commercial/Builder Kitchen & Bath Showrooms (Trade-Focused) (CRAIAFAK)

Keywords

• Custom furniture
• Industrial shelving
• Pipe shelving
• Built-in desks
• Custom bookshelves

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales through Shopify e-commerce platform. Products include pre-configured shelving units and desks with listed prices. One-time purchase model with shipping included.
2. Custom Projects: Fully customized shelving and desk solutions for residential and commercial clients. Quote-based pricing for complex custom work. Process involves design consultation, custom fabrication, and shipping.
3. Commercial/Trade Sales: B2B sales to restaurants, bars, retail, and commercial spaces. Volume pricing available through trade program for design professionals.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Soil & Oak designs, fabricates, and sells made-to-order custom shelving and desks combining steel pipe hardware with wood or glass shelving. Products are offered across three style lines (Loft, Modern Loft, French Bistro) in multiple mounting configurations, with free personal design consultation and hand assembly in Hudson Valley and Chicago. They also deliver fully bespoke custom projects for residential and commercial clients.

Product overview

Soil & Oak is a custom furniture company specializing in handcrafted shelving and desks made from steel pipes and wood. Their product portfolio consists of three main shelving style lines—Loft (light industrial with visible threading), Modern Loft (elegant silhouette with no visible threading), and French Bistro (classic design with cantilever supports and finial accents)—each available in multiple mounting configurations including Ceiling and Wall Mounted, Wall Mounted, Counter and Wall Mounted, Counter to Ceiling Mounted, Ceiling Hanging, and Double Rail variants. Complementing the shelving lines are built-in desk products including Single Seater Desk with Shelves, Custom Built-In Desk, Double Seater Desk, and Standing Desks. Additional products include Custom Bookshelves, Closet Systems, Plant Shelves, Printer Shelf, and fully Custom Projects for kitchens, bars, retail, and commercial spaces. All products feature industrial-style metal piping in various finishes (brass plated, chrome, matte black, powder coat options) combined with wood shelves (oak, maple, walnut butcher block, Douglas fir, etc.). The company offers free design consultation, custom fabrication, shipping, and step-by-step installation instructions as part of their service.

Differentiator

Problem solved

Functional benefit

Products and services

• Loft - Ceiling and Wall Mounted Shelves Industrial-style Loft shelving unit with visible threading, designed to attach to both ceiling and wall for maximum support. Starting from $350 USD.
• Loft - Wall Mounted Shelves Wall-mounted Loft industrial shelving with brass plated pipes and glass shelves, creating a floating appearance attached directly to the wall.
• Loft - Counter and Wall Mounted Shelves Loft shelving system that rests on countertop and attaches to wall, requiring no wall blocking or studs. Features plated or powdercoated 1/2 inch black pipe hardware. Priced at $675 USD.
• Loft - Counter to Ceiling Mounted Shelves Full-height Loft shelving unit extending from counter to ceiling, providing maximum storage capacity for kitchen and bar applications.
• Loft - Ceiling Hanging Shelves Suspended Loft shelving system hanging from ceiling, creating a floating aesthetic with industrial pipe hardware.
• Loft - Double Rail Counter to Ceiling Shelves Dual-rail Loft shelving system extending from counter to ceiling, offering enhanced stability and support for heavier loads.
• Loft - Double Rail Free Standing Shelves Freestanding double-rail Loft shelving unit requiring no wall or ceiling mounting, providing flexible placement options.
• Loft - Low Profile Counter and Wall Mounted Shelves Streamlined Loft shelving with a lighter, more elegant profile, designed for spaces where a subtle appearance is desired.
• Modern Loft - Ceiling and Wall Mounted Shelves Modern take on Loft style with elegant silhouette and no visible threading, featuring custom brass-plated or powdercoated 1/2 inch steel rails paired with carbon steel hardware. Starting from $975 USD.
• Modern Loft - Wall Mounted Shelves Wall-mounted Modern Loft shelving with clean, elegant silhouette featuring no visible threading or industrial markings, ideal for kitchens, bars, or stylish spaces.
• Modern Loft - Counter and Wall Mounted Shelves Sleek Modern Loft profile shelving that sits on counter surfaces and attaches to walls, eliminating need for wall blocks or studs.
• Modern Loft - Counter to Ceiling Mounted Shelves Modern Loft shelving unit from counter to ceiling with clean appearance and no visible threading, crafted with durable 1/2 inch black pipe hardware.
• Modern Loft - Ceiling Hanging Shelves Suspended Modern Loft shelving from ceiling featuring clean lines and no visible threading, crafted from brass-plated or powdercoated 1/2 inch steel rails with carbon steel hardware.
• Modern Loft - Double Rail Counter to Ceiling Mounted Shelves Dual custom 1/2 inch steel rails with clean, elegant silhouette for larger spaces demanding an architectural look. Features brass plating or powdercoated finishes.
• Modern Loft - Double Rail Free Standing Shelves Freestanding dual-rail Modern Loft shelving featuring clean carbon steel hardware and sleek silhouette, requires no wall or ceiling mounting. Priced at $1,250 USD.
• Modern Loft - Low Profile Counter and Wall Mounted Shelves Sleek Modern Loft reinterpretation of French Bistro shelf with refined minimalism, featuring custom brass-plated or powdercoated 1/2 inch steel rails and clean carbon steel hardware. Priced at $975 USD.
• French Bistro - Ceiling and Wall Mounted Shelves Classic French Bistro design with cantilever supports and finial accents, featuring brass-plated or powdercoated 1/2 inch steel rails.
• French Bistro - Wall Mounted Shelves Elegant wall-mounted French Bistro shelving with graceful cantilever supports and finial accents, featuring timeless classic style. Priced at $1,125 USD.
• French Bistro - Counter and Wall Mounted Shelves Timeless elegant French Bistro shelving with classic cantilever supports and finial accents, brings refined Parisian feel to kitchens, bars, or commercial spaces.
• French Bistro - Counter to Ceiling Mounted Shelves Contemporary French Bistro spin on ageless cantilever design with signature finial ornaments and sophisticated architectural aesthetic.
• Single Seater Desk with Shelves Custom built-in desk handcrafted from solid butcher block (oak, maple, or walnut) and black steel piping, with custom-designed shelves for storage. Priced at $1,975 USD.
• Custom Built-In Desk Fully customizable desk allowing adjustment of width, depth, height, and layout, configurable as corner setup, extended computer desk, or minimalist writing surface.
• Double Seater Desk with Shelves Built-in desk designed for two users with American walnut butcher block shelves and black steel pipes.
• Standing Desks & Tables Height-adjustable desk with black pipe legs and oak butcher block table top.
• Custom Bookshelves Fully customized bookshelves designed to fit any workplace, study, or home library with adjustable materials, height, width, and shelf spacing.
• Closet Systems Custom closet systems designed to maximize storage with fully customized shelving and striking rail options, including custom dimensions for height, width, and layout.
• Custom Kitchen & Bar Shelving Fully bespoke shelving projects for kitchen and bar applications, constructed using preferred custom metal pipes for industrial chic aesthetic. Price upon request.
• Retail & Commercial Custom Shelving Custom shelving solutions for brick-and-mortar retail stores and commercial spaces, combining form, function, and craftsmanship.
• Restaurants & Bars Custom Shelving Custom shelving for bars, restaurants, coffee shops, and cafes, from striking bars to functional displays, customized to specific needs and aesthetics.

Quantifiable outcome

• 4.9 out of 5 star rating based on 115+ reviews

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Interior Designers (Trade Program)coreChannel Partner/ Reseller/ DistributorTrade program for interior designers offering exclusive pricing, tax-exempt purchasing, and dedicated contacts for seamless project management from design through installation.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• CB2: Crate & Barrel's modern-focused sister brand offering industrial and contemporary furniture and shelving at accessible price points. Comparable as an incumbent competitor in the modern/industrial shelving and home office category.
• West Elm: Williams-Sonoma-owned national furniture retailer with broad assortment including shelving, desks, and industrial-modern styling. Comparable as a competitor for the same residential customer wallet and trade contracts, but at much larger scale and standardized production.
• Rejuvenation: Williams-Sonoma-owned brand specializing in lighting, hardware, and home furnishings with a strong industrial/vintage aesthetic and made-in-USA ethos. Comparable for industrial-modern aesthetic, custom and trade capabilities, and made-in-America manufacturing pedigree.
• Room & Board: US-made, sustainably-focused furniture retailer with strong custom and trade programs. Comparable for the made-in-America positioning, custom offerings, and dedicated trade channel, though with a much broader and deeper catalog.
• Restoration Hardware (RH): Luxury home furnishings brand with significant shelving, bar, and library programs often featuring industrial and reclaimed materials. Comparable in premium positioning and editorial-driven brand-building, though at vastly larger scale and broader assortment.

Direct peers

• Industry West: Direct-to-consumer furniture brand specializing in industrial-chic and mid-century pieces with steel, wood, and metal accents. Comparable in aesthetic positioning, premium pricing, and online-first distribution model, though it operates at a larger scale and broader assortment.
• Maiden Home: DTC custom upholstery and furniture brand with a trade program and made-to-order model. Comparable for the premium direct-to-consumer-plus-trade distribution and custom-built positioning, though Maiden Home focuses on upholstered seating rather than shelving.
• The Joinery: Portland-based custom furniture maker producing handcrafted wood tables, desks, and case goods to order with a sustainability story. Comparable for the made-to-order wood furniture model, premium pricing, and US-based hand assembly.
• Plank & Mill: Custom solid-wood furniture maker selling made-to-order tables, desks, and shelving DTC. Comparable in the custom-by-order, premium-mass-timber positioning and Shopify-led direct distribution.
• Schoolhouse Electric: Portland-based, made-in-America brand combining lighting, furniture, and home goods with a strong industrial and American-craft design language. Comparable for its premium positioning, made-in-USA manufacturing, and direct-to-consumer-plus-trade channel mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SoilandOak
• Instagraminstagram.com/soilandoak
• Pinterestpinterest.com/soilandoak
• LinkedInlinkedin.com/company/soil-oak

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 Soil & Oak