What Craig Frames does

Craig Frames, Inc. is a privately-held, family-owned picture frame manufacturer and retailer headquartered at 140 Industrial Parkway in Ithaca, Michigan. Founded approximately in 1994, the company produces American-made wood, composite, and metal frames in styles spanning modern, rustic, ornate, contemporary, traditional, and vintage, with most frames offered in over 400 custom sizes from 4x4 to 24x36 inches and a complementary custom matting service. Its operations center on a single Michigan manufacturing facility serving both a direct-to-consumer e-commerce channel at craigframes.com and a wholesale program for trade buyers, art galleries, and bulk corporate purchasers.

The business runs on a direct-to-consumer e-commerce model complemented by a B2B wholesale layer, with revenue generated primarily through one-time frame sales, frame sets, collage frames, matting, and accessory purchases such as hanging hardware and acrylic/plexiglass panels. Pricing ranges from approximately $26 for entry-level single frames to over $200 for premium multi-piece sets, with automatic quantity discounts of 5%-25% applied at the cart level and dedicated wholesale pricing on bulk orders. The site achieves a 4.65/5 average rating across 1,622 verified reviews and ships within 2 business days via FedEx, with free standard shipping across the contiguous 48 states and paid FedEx Express shipping to Canada.

The company's value proposition rests on extensive customization (400+ sizes per frame), domestic manufacturing, a 30-day money-back return policy, and a curated content marketing program (blog, social media, email) that drives organic acquisition. Distribution is purely digital for retail with parallel wholesale support, and there is no disclosed parent company, institutional funding, M&A activity, or AI/ML capability embedded in the product offering.

Name

Craig Frames

Legal name

Craig Frames, Inc.

Website

https://craigframes.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Craig Frames is a family-owned, American manufacturer and online retailer of custom picture frames based in Ithaca, Michigan, serving individual home-decor consumers, art galleries, and wholesale trade buyers through a direct-to-consumer e-commerce site and a dedicated bulk-order channel.

Ownership category

akta.pro rank

Headquarters

HQ city

Ithaca

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Picture Frame Sales: Primary revenue stream from selling picture frames directly to consumers and wholesale buyers. Frames are sold in various configurations including single frames, matted frames, frame sets, and collage frames. Products range from economy hardwood frames to premium ornate frames, with prices varying by size, material, and style complexity. Custom sizing adds to revenue flexibility.
2. Accessories and Components: Sale of framing accessories including replacement hanging hardware, easel backs, acrylic/plexiglass panels, and matting materials. These complementary products provide additional revenue from existing customer base and support the core frame business.
3. Wholesale and Bulk Orders: Dedicated wholesale program offering bulk pricing for trade customers, art galleries, and large-volume buyers. The wholesale channel provides volume-based pricing tiers and trade-friendly customer support.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Craig Frames manufactures and retails custom picture frames made from wood, composite, and metal materials at its Michigan facility. The company offers over 400 custom frame sizes (from 4×4 to 24×36 inches), multiple style categories (modern, rustic, ornate, contemporary, traditional, vintage), and complementary framing accessories such as matting, acrylic panels, and hanging hardware. Products are sold directly to consumers via the craigframes.com e-commerce platform and through a wholesale program for trade buyers.

Product overview

Craig Frames is a manufacturer and retailer of picture frames offering a diversified portfolio of frame products organized by type (Single Frames, Matted Frames, Collage Frames, Frame Sets, Specialty Frames), style (Modern, Rustic, Ornate, Contemporary, Traditional, Vintage), and color (Black, Brown, White, Gold, Silver, Blue, Green). The core product lineup includes premium collections like American Barn, Acoustic, Alloy, Allure, Ambassador, Bauhaus, Contemporary, Upscale, Stratton, Jasper, Wiltshire, Revival, Bullnose, Vintage Bamboo, and Driftwood series. Products range from budget-friendly Economy frames under $30 to premium multi-piece sets exceeding $200. The company also offers complementary framing accessories including Clear Acrylic Panels, Easel Mates, and hanging hardware. Custom sizing is available with most frames offered in over 400 custom sizes from 4×4 to 24×36 inches. The company operates an American-made manufacturing facility in Michigan and provides wholesale services for volume buyers.

Differentiator

Problem solved

Functional benefit

Products and services

• Single Frames Individual picture frames available in various sizes, styles, and colors for single photo or artwork display. Designed for individual consumers and home decorators.
• Matted Frames Picture frames that include a matboard insert for enhanced presentation of photos and artwork, available in multiple colors and styles. Targets art galleries and home decorators seeking professional presentation.
• Frame Sets Coordinated collections of multiple frames (2-piece and 4-piece sets) designed for gallery walls and matching display arrangements. Targeted at home decorators building gallery walls.
• Collage Frames Multi-opening frames designed to display multiple photos or artwork pieces in a coordinated arrangement. Targets home decorators displaying family photos or art collections.
• Specialty Frames Frames designed for specific purposes or unconventional sizes and styles outside standard offerings. For customers with non-standard framing requirements.
• Matting Matboard inserts available in various colors and sizes to enhance artwork presentation within frames. Custom mat cutting service allowing customers to specify exact opening dimensions.
• Framing Accessories Additional framing components including hanging hardware, easel backs, plexiglass panels, and other framing supplies for replacement or upgrade purposes.
• Clear Acrylic Panels (Plexiglass) Replacement clear acrylic/plexiglass panels providing UV protection and glare reduction, used as a durable alternative to glass for protecting artwork in frames.
• Easel Mates Affordable easel-back solution for displaying frames on stands or surfaces without wall mounting.
• Wholesale Services Bulk pricing and trade-friendly support for volume orders of picture frames targeting art galleries, interior designers, and businesses with volume framing needs.

Quantifiable outcome

• 30+ years of continuous operation as American-made frame manufacturer
• +3 more outcomes

Named customers8 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

Feature4 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Framebridge: Framebridge is a direct-to-consumer custom framing company offering custom-made frames and matting for artwork, photos, and memorabilia. It competes head-to-head with Craig Frames on custom sizing, style variety, and online configurator experience for the same consumer and small-business buyer segments.
• American Frame: American Frame is a U.S.-based custom picture frame manufacturer and retailer with a comparable catalog of custom sizes, matting services, and direct online ordering. It overlaps almost entirely with Craig Frames on product, target market (home decorators, artists, galleries), and custom-configurator DTC model.
• Frame It Easy: Frame It Easy sells custom picture frames online with a configurator supporting custom sizes, mats, and materials. It targets the same individual consumers, photographers, and small-business framing needs as Craig Frames with a very similar online self-serve purchase flow.

Broad incumbents

• Michaels: Michaels is a large North American arts, crafts, and framing retailer offering custom framing services in-store alongside a broad assortment of frames, matting, and craft supplies. It overlaps with Craig Frames on the framing category and serves many of the same home-decor and hobbyist customers, but as part of a much larger multi-category portfolio.
• West Elm: West Elm is a national home-furnishings retailer with a curated assortment of picture frames and wall décor serving style-conscious consumers. It competes with Craig Frames for the same home-decor customer wallet but operates at much broader scale and category breadth across furniture and décor.
• Pottery Barn: Pottery Barn is a national home-furnishings retailer offering decorative frames, gallery wall sets, and wall art. It competes for the same upscale home-decor consumer purchasing coordinated frame sets, but frames are a subcategory within its broader furniture and home portfolio.
• Target: Target is a mass-market general merchandise retailer with a sizable picture frame and wall-decor assortment sold both online and in stores. It competes with Craig Frames for price-sensitive home-decor customers and gallery-wall shoppers but frames are a small slice of a much broader retail catalog.
• IKEA: IKEA is a global home-furnishings retailer offering a wide range of ready-made picture frames in standard sizes at value price points. It competes with Craig Frames for budget-conscious consumers furnishing homes, though IKEA frames are largely standardized rather than custom-configured.
• Amazon: Amazon is a massive online marketplace listing millions of picture frames from third-party sellers and its own private labels at highly competitive price points. It competes with Craig Frames for virtually any online frame search and is the dominant alternative for standard sizes, though Amazon offers far less depth on true custom sizing.
• Wayfair: Wayfair is a large online home-goods marketplace with an extensive picture frame and wall-decor assortment across price points. It competes with Craig Frames for online home-decor traffic and basket, but operates as a multi-category aggregator rather than a custom-frame specialist.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/craigframes
• LinkedInlinkedin.com/company/craig-frames
• Instagraminstagram.com/craigframes
• Pinterestpinterest.com/craigframes
• Xx.com/craigframesinc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Craig Frames