Pella Windows & Doors of Wisconsin
Pella Windows & Doors of Wisconsin is a privately held regional dealer and installer of Pella Corporation windows and doors, operating three showrooms in Brookfield, De Pere, and Madison. It serves Wisconsin residential homeowners, builders, remodelers, architects, and commercial contractors through retail sales, professional installation, and a contractor certification program.
- Company typePrivate
- Founded1927
- HeadquartersPella, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Pella Windows & Doors of Wisconsin does
Pella Windows & Doors of Wisconsin is a privately held regional dealer and installer of Pella Corporation windows and doors, operating three retail showrooms in Brookfield, De Pere, and Madison and serving customers throughout Wisconsin. The company is led by President and Owner John Calawerts with General Manager Barry Schoening, supported by an 18-person leadership team spanning sales (Milwaukee and Green Bay directors, trade and retail sales managers), operations, HR, and service. Customers are primarily residential homeowners seeking replacement or new-construction windows and doors, with secondary segments including architects, builders and remodelers, and commercial and residential contractors served through the Pella Contractor Program.
The product offering covers the full Pella Corporation catalog: 11 window types (casement, awning, double-hung, single-hung, picture, sliding, bay/bow, specialty, custom design, and special shape) across wood, fiberglass, and vinyl frame materials, plus 6 door types including fiberglass and wood entry doors and bifold, hinged French, multi-slide, and sliding patio doors. The portfolio spans seven series from the value-oriented Encompass (vinyl) to the premium Reserve (wood/architectural), with differentiation driven by proprietary Pella technologies including the Rolscreen retractable screen (recognized as Most Innovative Window by Window and Door Magazine in 2019), Easy-Slide Operator, Hidden Screen, InView Screen, between-the-glass motorized blinds, and Insynctive smart-home integration. All products carry ENERGY STAR certification.
The business operates a hybrid B2C/B2B go-to-market: free in-home consultations and showroom-based sales to homeowners, complemented by a contractor certification program offering leads, marketing funds, and training to trade buyers. Revenue is generated through unit pricing on hardware (windows and doors) plus professional installation services backed by the Pella Care Guarantee (up to 10 years), with GreenSky financing offered to reduce purchase friction. Customers are highly fragmented (tens of thousands served historically), and the company carries no public financial disclosures, funding history, or parent company ownership beyond the Pella dealer/franchise relationship.
Pella Windows & Doors of Wisconsin firmographics
Firmographics- Name
- Pella Windows & Doors of Wisconsin
- Legal name
- Pella Windows & Doors of Wisconsin
- Website
- https://pellawi.com
- Company type
- Private
- Founded year
- 1927
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Pella Windows & Doors of Wisconsin is a privately held regional dealer and installer of Pella Corporation windows and doors, operating three showrooms in Brookfield, De Pere, and Madison. It serves Wisconsin residential homeowners, builders, remodelers, architects, and commercial contractors through retail sales, professional installation, and a contractor certification program.
- Ownership category
- akta.pro rank
Pella Windows & Doors of Wisconsin industry classification
Industry- Product category
- Window and Door Replacement and Installation
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Glass and Glazing Contractors (238150)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Doors, Windows & Millwork Retail (Interior/Exterior Doors, Windows, Moulding) (CRAIAEAI)
- akta.pro secondary industries
- Exterior Doors (IMADAIAA), Windows (IMADAIAC), Egress Window Installation/Replacement (HSAPAJAH)
Keywords
Where Pella Windows & Doors of Wisconsin is headquartered
LocationHeadquarters
- HQ city
- Pella
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Pella Windows & Doors of Wisconsin business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Windows Sales: Sale of replacement and new construction windows including casement, awning, double-hung, single-hung, picture, sliding, bay/bow, specialty, custom design, and special shape windows in wood, fiberglass, and vinyl materials.
- Doors Sales: Sale of entry doors (fiberglass, wood), patio doors (bifold, hinged French, multi-slide, sliding), with professional installation services offered.
- Installation Services: Expert installation by Pella's trained professionals with Pella Care Guarantee covering products and installation services for up to 10 years.
- Parts and Service: Replacement parts, service requests, and maintenance for existing Pella products. Service contact available at (920) 291-3800.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom quotation required for all products |
| Other | Monthly | GreenSky Financing Options |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Pella Windows & Doors of Wisconsin product offering
Product offeringCore offering
Pella Windows & Doors of Wisconsin sells and installs Pella brand windows and doors for residential and commercial customers across Wisconsin. The company offers a full catalog of window styles (casement, awning, double-hung, single-hung, picture, sliding, bay and bow, specialty, custom design, and special shape) in wood, fiberglass, and vinyl frame materials, plus entry and patio doors, supported by professional installation, in-home consultations, and after-sales parts and service. Distribution is via three showrooms (Brookfield, De Pere, Madison), a website quote system, and the Pella Contractor Program for professional builders.
Product overview
Pella Windows & Doors of Wisconsin is a window and door retail and installation company offering a comprehensive portfolio of 11 window types (Casement, Awning, Double-Hung, Single-Hung, Picture, Sliding, Bay & Bow, Specialty, Custom, and Special Shape) across three frame materials (Wood, Fiberglass, Vinyl) and 6 door types (Fiberglass Entry, Wood Entry, Bi-fold Patio, Hinged French Patio, Multi-slide Patio, and Sliding Patio). The company carries multiple Pella product series including Reserve, Lifestyle, Impervia, 250 Series, Defender, Architect Series, and Encompass Series. The portfolio serves three main service categories: residential replacement, new construction, and commercial services. The offering is a unified product line unified by the Pella brand, with differentiation through materials, styles, and performance features such as energy efficiency, noise reduction, and allergen reduction.
Differentiator
Problem solved
Functional benefit
Products and services
- Casement Windows Hinged windows that swing outward to the left or right, featuring Pella's Easy-Slide Operator for effortless opening; sold to residential homeowners and contractors.
- Awning Windows Windows hinged at the top that swing outward at the bottom, commonly placed above sinks and in kitchens; sold to homeowners.
- Double-Hung Windows Windows with two sashes that slide up and down vertically, offering ventilation from both top and bottom; available with Hidden Screen technology.
- Single-Hung Windows Windows with a fixed top sash and a bottom sash that slides up and down, offering an affordable and energy-efficient option.
- Picture Windows Stationary, non-operable windows designed to provide clear, unobstructed views of the outdoors.
- Sliding Windows Windows that slide horizontally along a track, ideal for tight spaces and wider openings.
- Bay and Bow Windows
Quantifiable outcome
- Up to 50% noise reduction compared to single-pane windows with Lifestyle Series
- +2 more outcomes
Companies that use Pella Windows & Doors of Wisconsin
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
Pella Windows & Doors of Wisconsin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Pella Windows & Doors of Wisconsin partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Schoenherr RoofingminorStrategic partnership where Schoenherr Roofing, a family-owned exterior home improvement company headquartered in Romeo, Michigan, will now offer Pella's window products to expand window installation and replacement services across Macomb and Oakland Counties in Southeast Michigan. Schoenherr Roofing has served more than 6,200 local residents over 30 years with a 4.8-star Trustindex rating.
- ENERGY STARcorePella Windows & Doors partners with ENERGY STAR, the U.S. Environmental Protection Agency's voluntary program, to guarantee customers have the best designs and quality windows that will lower energy bills. All Pella products are ENERGY STAR certified.
- GreenSkycoreGreenSky financing partnership providing installment and promotional financing options for customers. Pella offers financing options from GreenSky, often with promotional rates including 0% interest options for qualified customers.
Scale indicators5 records
Recent moves4 records
Expansion highlights4 records
Pella Windows & Doors of Wisconsin competitors and assessment
Company assessmentBroad incumbents
- JELD-WEN: Large diversified window and door manufacturer offering wood, vinyl, and aluminum products across multiple price tiers; competes with Pella's full product portfolio at retail and contractor channels.
- Andersen Windows & Doors: National window and door manufacturer with an independent dealer network; competes head-to-head with Pella across window types and frame materials, and shares the same replacement-channel architecture.
- Milgard Windows & Doors: Established window and patio door manufacturer with vinyl, fiberglass, and aluminum lines serving replacement and new construction, with comparable distribution and product breadth.
- Home Depot (Installation Services): Big-box retailer offering window and door installation services with national reach; competes for the same replacement homeowner, but typically at lower price points and with broader assortment.
Direct peers
- Marvin Windows and Doors: Premium wood, fiberglass, and composite window and door manufacturer serving replacement and new-construction markets through a similar dealer/distributor model, with comparable target customers.
- Champion Windows: Direct-to-consumer window, door, and sunroom replacement company with in-home consultations and manufactured products — closely aligned with Pella Wisconsin's replacement-focused model.
- Sierra Pacific Windows: Premium wood, vinyl, and aluminum window and door manufacturer with custom capabilities and a dealer network, comparable to Pella's premium Reserve and Lifestyle positioning.
- Renewal by Andersen: Andersen's full-service window and door replacement subsidiary with a similar showroom-plus-in-home-consult model, comparable product portfolio, and direct overlap in Wisconsin replacement and remodeling customers.
- Window World: National replacement-window franchise with showrooms and installation services, directly comparable in business model to Pella Windows & Doors of Wisconsin though typically positioned at lower price points.
Emerging players
- Simonton Windows: Vinyl window and door manufacturer focused on replacement and new construction with a strong dealer program; comparable in vinyl product tier and replacement-channel go-to-market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pella Windows & Doors of Wisconsin social profiles
Digital presencePella Windows & Doors of Wisconsin compliance and trust
Trust signalCompliance1 record
Pella Windows & Doors of Wisconsin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pella Windows & Doors of Wisconsin leadership team
Management profileNumber of profiles
Profiles12 records
Pella Windows & Doors of Wisconsin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pella Windows & Doors of Wisconsin 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 Pella Windows & Doors of Wisconsin
What does Pella Windows & Doors of Wisconsin do?
Pella Windows & Doors of Wisconsin sells and installs Pella brand windows and doors for residential and commercial customers across Wisconsin. The company offers a full catalog of window styles (casement, awning, double-hung, single-hung, picture, sliding, bay and bow, specialty, custom design, and special shape) in wood, fiberglass, and vinyl frame materials, plus entry and patio doors, supported by professional installation, in-home consultations, and after-sales parts and service. Distribution is via three showrooms (Brookfield, De Pere, Madison), a website quote system, and the Pella Contractor Program for professional builders.
Is Pella Windows & Doors of Wisconsin a public or private company?
Pella Windows & Doors of Wisconsin is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pella Windows & Doors of Wisconsin founded?
Pella Windows & Doors of Wisconsin was founded in 1927. It employs 101 to 250 people.
Where is Pella Windows & Doors of Wisconsin based?
Pella Windows & Doors of Wisconsin is headquartered in Pella, United States, in the North America region.
How does Pella Windows & Doors of Wisconsin make money?
Four revenue lines are on record. Windows Sales are the primary driver. The others are doors Sales, installation Services and parts and Service.
Who are Pella Windows & Doors of Wisconsin's main competitors?
Broad incumbents on record are JELD-WEN, Andersen Windows & Doors, Milgard Windows & Doors and Home Depot (Installation Services). Direct peers are Marvin Windows and Doors, Champion Windows, Sierra Pacific Windows, Renewal by Andersen and Window World. Simonton Windows is listed as an emerging player.
Does Pella Windows & Doors of Wisconsin have an API?
No public API is recorded for Pella Windows & Doors of Wisconsin.
What industry is Pella Windows & Doors of Wisconsin in?
Pella Windows & Doors of Wisconsin's product category is Window and Door Replacement and Installation. Its primary akta.pro industry code is CRAIAEAI, Doors, Windows & Millwork Retail (Interior/Exterior Doors, Windows, Moulding), with a secondary code of IMADAIAA, Exterior Doors. Its NAICS code is 449 and its SIC code is 5700.