Waudena

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.

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

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

• Exterior entry doors
• Fiberglass doors
• Steel entry doors
• Garage door frames
• Vinyl windows

Headquarters

HQ city

Schofield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Core 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

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• Wausau Supply CompanycoreOthers · 5 February 2026Waudena 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

Direct 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

• YouTubeyoutube.com/user/waudenamillwork/videos
• Facebookfacebook.com/Waudena
• LinkedInlinkedin.com/company/waudena
• Instagraminstagram.com/waudenadoors
• Pinterestpinterest.com/waudenadoors
• Xx.com/WaudenaDoors

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Waudena