Hickory Hardware
Hickory Hardware is a Grandville, Michigan cabinet hardware manufacturer and direct-to-consumer online retailer serving homeowners, designers, and contractors. Founded in 1893 under Keeler Brass, the company offers 839 SKUs across 50+ collections via e-commerce, AR visualization, and a sample program.
- Company typePrivate
- Founded1893
- HeadquartersGrandville, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hickory Hardware does
Hickory Hardware is a cabinet hardware manufacturer and direct-to-consumer online retailer headquartered at 3100 Broadway Ave SW, Grandville, Michigan, operating as a brand under Keeler Brass Company. The company sells cabinet pulls, knobs, bath accessories, hooks, and related hardware accessories to individual homeowners, DIY renovators, interior designers and contractors, and commercial property developers, with a catalog of 839 SKUs organized into more than 50 named collections (Skylight, Refined Rustic, Piper, Maven, Karat, Forge, Williamsburg, Heritage Designs, among others) and more than 30 finish options spanning traditional, transitional, and contemporary aesthetics.
The product experience is supported by two friction-reduction tools: an augmented-reality feature branded "View In Your Space" that lets customers overlay hardware on their own cabinets via a mobile device camera, and a $5-per-item sample program that ships up to 3 physical pieces per order to test quality and finish before purchase. Pricing is per-unit (no subscription) with knobs from approximately $8.99, pulls from approximately $14.99, and premium bath accessories reaching approximately $133.99; most products are priced under $87. No proprietary AI/ML platform, no public API, and no SDK or MCP integration is disclosed.
The business is predominantly DTC e-commerce through its owned website, with a dedicated B2B portal for commercial project customers, phone-based sales support, and shipping to Continental USA, Canada, and Mexico with broader international shipping available. Headcount is reported at 101-250 employees, and operating partners/parent relationships include Keeler Brass Company (parent), with marketing co-promotions alongside IKEA (Rast Hacks Rounds 1-6), Pittsburgh Paints, Menards, and Porch.com bloggers, plus cultural recognition at the Grand Rapids Art Museum.
Hickory Hardware firmographics
Firmographics- Name
- Hickory Hardware
- Legal name
- Hickory Hardware
- Website
- https://hickoryhardware.com
- Company type
- Private
- Founded year
- 1893
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Hickory Hardware is a Grandville, Michigan cabinet hardware manufacturer and direct-to-consumer online retailer serving homeowners, designers, and contractors. Founded in 1893 under Keeler Brass, the company offers 839 SKUs across 50+ collections via e-commerce, AR visualization, and a sample program.
- Ownership category
- akta.pro rank
Hickory Hardware industry classification
Industry- Product category
- Cabinet Hardware
- NAICS
- Saw Blade and Handtool Manufacturing (332216)
- SIC
- Cutlery, Handtools & General Hardware (3420)
- akta.pro primary industry
- Storage Accessories & Hardware Retail (Labels, Fasteners, Mounting Rails, Closet hardware) (CRAIAJAO)
- akta.pro secondary industry
- Cabinet Hardware & Fixtures Installation (handles, knobs, hinges) (HSAGAHAE)
Keywords
Where Hickory Hardware is headquartered
LocationHeadquarters
- HQ city
- Grandville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Hickory Hardware business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Cabinet Hardware Sales: One-time purchase revenue from selling cabinet hardware products including pulls, knobs, bath accessories, hooks, and accessories directly to consumers through the e-commerce website and potentially through retail/showroom channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard cabinet hardware products with per-unit pricing |
| Unit Pricing | Pay-as-you-go | Sample Program for try-before-you-buy |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Hickory Hardware product offering
Product offeringCore offering
Hickory Hardware manufactures and sells decorative cabinet hardware including cabinet pulls, knobs, bath accessories (towel bars, robe hooks, toilet paper holders, towel rings), hooks, and hardware accessories such as decorative hinges, catches, drawer slides, handrail brackets, templates, and screws. The company offers 50+ named collections and 30+ finish options through its direct-to-consumer e-commerce website, supported by AR visualization tools and a try-at-home sample program.
Product overview
Hickory Hardware is a cabinet hardware company offering a comprehensive portfolio of over 50 collections and 30 finish options. The core product lines include Pulls (Bar Pulls, Cup Pulls, Appliance Pulls, Ring & Bail Pulls), Knobs (T-Knobs, Round Knobs, Square Knobs), Bath Accessories (Towel Bars, Robe Hooks, Toilet Paper Holders, Towel Rings), Hooks, and Accessories (Decorative Hinges, Catches, Drawer Slides, Handrail Brackets, Templates, Screws). The company operates as a single unified product line unified by the Keeler Brass Company brand, with named collections like Skylight (contemporary), Refined Rustic (rugged), Piper (traditional-modern hybrid), Maven (retro-modern), Karat (faceted designs), Forge (forged metal), and Williamsburg (traditional) serving different aesthetic segments. The company differentiates through augmented reality visualization tools (View In Your Space) and a sample program enabling customers to test hardware before purchase.
Differentiator
Problem solved
Functional benefit
Products and services
- Cabinet Pulls Cabinet pulls in various styles including Bar Pulls, Cup Pulls, Appliance Pulls, Ring & Bail Pulls, and Lip & Finger Pulls. Available in multiple center-to-center measurements and finishes. Priced approximately $14.99 to $75.99+ per unit.
- Cabinet Knobs Cabinet knobs including T-Knobs, Round Knobs, and Square Knobs in various finishes. Priced approximately $8.99 to $11.99 per unit.
- Bath Accessories Bath hardware including Towel Bars, Robe Hooks, Toilet Paper Holders, and Towel Rings. Priced approximately $34.99 to $133.99 per unit.
- Hooks Decorative and functional hooks for cabinets and walls in various styles and finishes.
- Hardware Accessories Hardware accessories including Decorative Hinges, Catches, Drawer Slides, Handrail Brackets, Templates, and Screws.
- Try-At-Home Sample Program Service allowing customers to order up to 3 hardware samples for $5 per item to test quality and finish in their home before committing to a full purchase. Samples shipped directly to customers and are theirs to keep. Limit 1 order per household per year.
- B2B Portal for Commercial Projects Dedicated portal for commercial projects, contractors, and builders requiring volume purchasing, project pricing, and consistent finish availability across multiple units or properties.
Quantifiable outcome
- Wide product selection with 839 products across 50+ collections and 30+ finish options
Companies that use Hickory Hardware
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Hickory Hardware technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Hickory Hardware partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Keeler Brass CompanycoreHickory Hardware is a brand under the Keeler Brass Company umbrella. The company was founded by Keeler Brass, which began nearly 140 years ago. The brand's heritage is recognized in Grand Rapids, with parts of company history displayed at the Grand Rapids Art Museum (GRAM).
- Grand Rapids Art Museum (GRAM)minorHickory Hardware's founding company Keeler Brass history is featured at the Grand Rapids Art Museum, with free viewing days on Tuesdays and Thursdays. This represents cultural/heritage recognition rather than formal partnership.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Hickory Hardware competitors and assessment
Company assessmentDirect peers
- Rejuvenation: Williams-Sonoma-owned DTC brand offering cabinet hardware, lighting, and home fixtures with strong design-led branding. Targets the same premium kitchen/bath renovation customer as Hickory's contemporary collections.
- Schaub & Company: Decorative cabinet hardware brand offering traditional, transitional, and contemporary pulls, knobs, and bath accessories. Comparable to Hickory in collection breadth and designer/specifier channel focus.
- Emtek: Premium decorative cabinet hardware and locks brand with extensive finish options and designer-focused assortment. Comparable to Hickory on product breadth and premium positioning, particularly through showroom/specifier channels.
- Alno: Cabinet hardware and bath accessory brand offering a broad decorative assortment including knobs, pulls, and bath hardware. Competes with Hickory in the kitchen/bath renovation segment.
- Amerock: Cabinet hardware brand offering knobs, pulls, hooks, and bath accessories across multiple collections and finishes. Directly comparable to Hickory Hardware on product mix, channel strategy, and target customer (DIY renovators, designers, and builders).
- Liberty Hardware: Cabinet and bath hardware brand under Masco with deep big-box distribution (Home Depot, Lowe's). Directly comparable product portfolio with substantially larger channel reach than Hickory Hardware.
- Top Knobs: Premium decorative cabinet hardware brand with broad knob, pull, and accessory assortments. Competes head-to-head with Hickory in design-led DTC and designer specification channels.
- Belwith Products: Cabinet hardware brand under the same Keeler Brass Company parent as Hickory Hardware, sharing corporate infrastructure and overlapping collections. Effectively a sister brand competing in adjacent shelf space.
- Atlas Homewares: Decorative cabinet hardware brand with contemporary and traditional collections. Competes with Hickory in the same kitchen/bath renovation and designer specification use cases.
Emerging players
- Schoolhouse Electric: DTC home goods brand with curated hardware, lighting, and fixtures targeting design-conscious buyers. Competes with Hickory's higher-end collections and emphasizes premium finishes and brand storytelling.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Hickory Hardware social profiles
Digital presenceHickory Hardware financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hickory Hardware leadership team
Management profileNumber of profiles
Hickory Hardware funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hickory Hardware 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 Hickory Hardware
What does Hickory Hardware do?
Hickory Hardware manufactures and sells decorative cabinet hardware including cabinet pulls, knobs, bath accessories (towel bars, robe hooks, toilet paper holders, towel rings), hooks, and hardware accessories such as decorative hinges, catches, drawer slides, handrail brackets, templates, and screws. The company offers 50+ named collections and 30+ finish options through its direct-to-consumer e-commerce website, supported by AR visualization tools and a try-at-home sample program.
Is Hickory Hardware a public or private company?
Hickory Hardware is a private company. It is classified as corporate owned and is currently operating.
When was Hickory Hardware founded?
Hickory Hardware was founded in 1893. It employs 101 to 250 people.
Where is Hickory Hardware based?
Hickory Hardware is headquartered in Grandville, United States, in the North America region.
How does Hickory Hardware make money?
One revenue line is on record: cabinet Hardware Sales.
Who are Hickory Hardware's main competitors?
Direct peers on record are Rejuvenation, Schaub & Company, Emtek, Alno, Amerock, Liberty Hardware, Top Knobs, Belwith Products and Atlas Homewares. Schoolhouse Electric is listed as an emerging player.
Does Hickory Hardware have an API?
No public API is recorded for Hickory Hardware.
What industry is Hickory Hardware in?
Hickory Hardware's product category is Cabinet Hardware. Its primary akta.pro industry code is CRAIAJAO, Storage Accessories & Hardware Retail (Labels, Fasteners, Mounting Rails, Closet hardware), with a secondary code of HSAGAHAE, Cabinet Hardware & Fixtures Installation (handles, knobs, hinges). Its NAICS code is 332216 and its SIC code is 3420.