Pella Windows & Doors of Wisconsin

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.

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

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

• Window replacement services
• Door installation services
• Residential windows
• Patio doors
• Energy efficient windows

Headquarters

HQ city

Pella

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Doors Sales: Sale of entry doors (fiberglass, wood), patio doors (bifold, hinged French, multi-slide, sliding), with professional installation services offered.
3. Installation Services: Expert installation by Pella's trained professionals with Pella Care Guarantee covering products and installation services for up to 10 years.
4. Parts and Service: Replacement parts, service requests, and maintenance for existing Pella products. Service contact available at (920) 291-3800.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Schoenherr RoofingminorStrategic or Co-development Partner · 11 April 2026Strategic 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 STARcoreStrategic or Co-development PartnerPella 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.
• GreenSkycoreChannel Partner/ Reseller/ DistributorGreenSky 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

Broad 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

• Xx.com/Pella_News
• Facebookfacebook.com/pellawindowsdoorsofwisconsin

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Pella Windows & Doors of Wisconsin