Waudena
Waudena, a brand of Wausau Supply Company founded in 1992, manufactures and distributes premium steel and fiberglass entry doors, garage door frames, and vinyl windows exclusively through authorized dealers serving builders, remodelers, architects, and homeowners across the U.S.
- Company typePrivate
- Founded1992
- HeadquartersSchofield, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Waudena does
Waudena is a manufacturer and supplier of premium exterior building products headquartered in the Wausau, Wisconsin area (Schofield), operating as a brand under Wausau Supply Company since 1992. The company produces steel and fiberglass entry doors, aluminum-clad garage door frames, and ENERGY STAR-certified vinyl windows, spanning seven door series (Cambridge Smooth Steel, Norwood Textured Steel, WestGuard Smooth Steel, Valueline Smooth Steel, Weston Brushed Smooth Fiberglass, Timbergrain Fiberglass, and Heritage Wood) plus the Titan Garage Door Frame and Alliance Vinyl Window lines. Its technical platform rests on proprietary components including Dura-Frame/Dura-Tech/Dura-Plast composite frame systems, Trilennium and PanoLock multi-point locking hardware (Grade 40 security rating), Duralite warm-edge spacer technology, and an adjustable hinge plate system, supplemented by an interactive CAMEO-360 Visualizer and dealer-facing product configurator built on Infor CloudSuite.
Waudena operates an exclusively indirect go-to-market model: products are sold through authorized dealer partners who quote, configure, order, and install for end customers, with no direct-to-consumer channel from the manufacturer. Field sales representatives provide regional support, most recently with two dedicated reps covering the newly launched New England territory from a Drop & Hook distribution center in Chicopee, Massachusetts. The customer base spans four horizontal segments — builders and remodelers (primary), individual homeowners (primary), architects (secondary), and building material dealers (secondary) — served through a mix of consumer digital content (Houzz, Pinterest, Instagram, YouTube, blog) and trade resources (CAD details, installation guides, technical center, warranties).
Revenue is generated through one-time hardware sales of configured door and window systems, with pricing not publicly disclosed and quotes handled at the dealer level based on configuration, quantity, and geography. The company is privately held within the Wausau Supply Company corporate structure alongside sister brands Diamond Kote Building Products and ChamClad, with no external investors, funding rounds, or M&A activity disclosed.
Waudena firmographics
Firmographics- Name
- Waudena
- Legal name
- Waudena
- Website
- https://waudena.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Waudena, a brand of Wausau Supply Company founded in 1992, manufactures and distributes premium steel and fiberglass entry doors, garage door frames, and vinyl windows exclusively through authorized dealers serving builders, remodelers, architects, and homeowners across the U.S.
- Ownership category
- akta.pro rank
Waudena industry classification
Industry- Product category
- Exterior Building Materials
- NAICS
- Metal Window and Door Manufacturing (332321), Wood Window and Door Manufacturing (321911), Home Centers (444110)
- SIC
- Metal Doors, Sash, Frames, Moldings & Trim (3442), Millwood, Veneer, Plywood, & Structural Wood Members (2430), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)
- akta.pro primary industry
- Interior Doors (IMADAIAB)
- akta.pro secondary industries
- Windows (IMADAIAC), Frames, Sashes, Mullions & Subframes (IMADAIAH)
Keywords
Where Waudena is headquartered
LocationHeadquarters
- HQ city
- Schofield
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Waudena business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Exterior Door Sales: One-time sale of steel and fiberglass entry doors, pre-hung door systems, and complete entrance systems to dealer partners and builders. Doors are sold as finished or configured units with frames, glass, and hardware included.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Waudena product offering
Product offeringCore offering
Waudena manufactures and distributes premium exterior building materials including steel and fiberglass entry door systems, garage door frames, and vinyl windows. The company sells pre-hung door systems with proprietary frames, multi-point locking hardware, and a wide range of finish, glass, and color options to professional builders, remodelers, architects, and dealers serving the residential construction and remodeling market.
Product overview
Waudena is a manufacturer and distributor of exterior building materials, offering a unified portfolio of steel and fiberglass entry doors, garage door frames, and vinyl windows. The product line centers on seven door series (Cambridge Smooth Steel, Norwood Textured Steel, WestGuard Smooth Steel, Valueline Smooth Steel, Weston Brushed Smooth Fiberglass, Timbergrain Fiberglass, and Heritage Wood), complemented by Titan Garage Door Frames and Alliance Vinyl Windows (Windgate and Hawthorne). The company also provides CAMEO-360 design visualizer and dealer-facing configuration tools. Products are available exclusively through dealer partners and feature extensive customization options including paint colors, woodgrain finishes, decorative glass, and hardware from brands like Schlage. Waudena is part of Wausau Supply Company, alongside Diamond Kote Building Products and ChamClad.
Differentiator
Problem solved
Functional benefit
Products and services
- Cambridge Smooth Steel Doors Premium steel door designed for security and durability with a smooth finish ideal for solid paint colors, sold to builders, remodelers, and dealers for residential and light commercial projects.
- Norwood Textured Steel Doors Steel door with textured finish that mimics the warmth of natural wood grain, sold to dealers and builders for residential entry applications.
- WestGuard Smooth Steel Doors 20-gauge steel door ideal for single family and commercial applications with enhanced security, sold through dealer channels.
- Valueline Smooth Steel Doors Entry-level steel door offering energy savings and curb appeal at a value price point, sold to dealers and builders.
- Weston Brushed Smooth Fiberglass Doors Fiberglass door combining elegance with high performance, featuring brushed finish with wood-like texture and exclusive woodgrain finishes including Tofino, Sunbleached Oak, Barrel Oak, Chai Cedar, Cinnamon Walnut, Toffee, and Charred Black.
- Timbergrain Fiberglass Doors
Quantifiable outcome
- Homeowners recoup an average of 188.1% of steel entry door costs and 97.4% of fiberglass entry door costs upon resale, per Remodeling 2024 Cost vs. Value Report
- +2 more outcomes
Companies that use Waudena
Customer profileSegments4 records
Ideal customer profiles4 records
Waudena technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Waudena partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Wausau Supply CompanycoreWaudena is a brand portfolio company under Wausau Supply Company, a national manufacturer and distributor of exterior building materials. Wausau Supply Company announced expansion of Waudena (alongside Diamond Kote Building Products and ChamClad) into the New England market via a Drop & Hook distribution center in Chicopee, Massachusetts.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Waudena competitors and assessment
Company assessmentDirect peers
- ProVia: ProVia is a U.S. manufacturer of premium steel and fiberglass entry doors, storm doors, and replacement windows sold through dealers and distributors — a near-perfect direct comparable to Waudena in product mix, channel strategy, and dealer-exclusive distribution model.
- Therma-Tru: Therma-Tru is the leading U.S. manufacturer of fiberglass entry door systems, sold through dealers and big-box retailers. Directly comparable to Waudena on product (fiberglass entry doors), target customer (builders and homeowners), and dealer-led distribution.
- Marvin Windows and Doors: Marvin is a premium U.S. manufacturer of wood, fiberglass, and aluminum-clad windows and doors sold through dealers and to architects. Closely comparable to Waudena in premium positioning, dealer distribution, and wood/fiberglass entry door offering.
Broad incumbents
- Masonite: Masonite is one of the largest global door manufacturers with a broad portfolio including interior, exterior, fiberglass, and steel entry doors. Comparable as a much larger incumbent competing across the same residential entry-door category as Waudena.
- JELD-WEN: JELD-WEN is a global manufacturer of windows and doors (interior, exterior, garage) serving residential and light commercial markets. Overlaps with Waudena in exterior entry doors and dealer/wholesale distribution, but operates at much greater scale and category breadth.
- Pella Corporation: Pella is a major U.S. window and door manufacturer offering integrated window+entry systems across new construction and replacement channels. Directly overlapping with Waudena's window and entry-door offering and builder/dealer channel, but with national brand scale and showrooms.
- Andersen Windows & Doors: Andersen is the largest U.S. window and door manufacturer, with deep builder/dealer presence and premium brand positioning. Comparable to Waudena in premium door/window category and dealer distribution, though materially larger and broader in product portfolio.
Emerging players
- Plastpro: Plastpro manufactures fiberglass entry doors and components, focused on the U.S. residential market via distributors and dealers. Comparable to Waudena in product (fiberglass doors) and channel, though smaller in scale and configuration breadth.
- Feather River Doors: Feather River Doors designs and supplies decorative, configured entry doors primarily through Home Depot. Comparable to Waudena in pre-configured fiberglass/wood entry doors targeted at homeowners, though differentiated by big-box distribution vs. dealer exclusivity.
- Simpson Door Company: Simpson manufactures interior and exterior wood and composite doors sold through dealers and lumber yards. Comparable to Waudena in exterior wood door offering and dealer-led channel, though narrower in steel/fiberglass systems.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Waudena social profiles
Digital presenceWaudena compliance and trust
Trust signalCompliance1 record
Waudena financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waudena leadership team
Management profileNumber of profiles
Profiles1 record
Waudena funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waudena 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 Waudena
What does Waudena do?
Waudena manufactures and distributes premium exterior building materials including steel and fiberglass entry door systems, garage door frames, and vinyl windows. The company sells pre-hung door systems with proprietary frames, multi-point locking hardware, and a wide range of finish, glass, and color options to professional builders, remodelers, architects, and dealers serving the residential construction and remodeling market.
Is Waudena a public or private company?
Waudena is a private company. It is classified as corporate owned and is currently operating.
When was Waudena founded?
Waudena was founded in 1992. It employs 501 to 1,000 people.
Where is Waudena based?
Waudena is headquartered in Schofield, United States, in the North America region.
How does Waudena make money?
One revenue line is on record: exterior Door Sales.
Who are Waudena's main competitors?
Direct peers on record are ProVia, Therma-Tru and Marvin Windows and Doors. Broad incumbents are Masonite, JELD-WEN, Pella Corporation and Andersen Windows & Doors. Emerging players are Plastpro, Feather River Doors and Simpson Door Company.
Does Waudena have an API?
No public API is recorded for Waudena.
What industry is Waudena in?
Waudena's product category is Exterior Building Materials. Its primary akta.pro industry code is IMADAIAB, Interior Doors, with a secondary code of IMADAIAC, Windows. Its NAICS code is 332321 and its SIC code is 3442.