Woodwise

What Woodwise does

Woodwise, the trade name of Design Hardwood Products, Inc., is a privately held specialty manufacturer founded in 1988 by third-generation hardwood flooring contractor John Goss and headquartered in Redmond, Washington. The company develops and sells wood filler formulations, maintenance products, and tools/accessories for the professional hardwood flooring industry. Its core technology is a portfolio of six proprietary water-based wood fillers — Wood Patch and Full-Trowel Filler, Powdered Wood Filler, No-Shrink Patch-Quick, Pre-Finish Filler, and Epoxy Wood Patch — engineered for distinct applications including spot fill, floor-wide trowel fill, large-void fill, factory-finished floor touch-up, and permanent epoxy repair, plus a line of biodegradable maintenance cleaners, felt protector pads, cleaning kits, and specialty tools such as stainless steel trowels, stair jigs, and scrapers. Products are positioned as environmentally friendly (no harsh solvents, water-cleanup) with performance claims such as edger papers lasting 2–3x longer than with other fillers and Powdered Wood Filler costing 30–35% less than pre-mixed alternatives.

The company makes money through one-time product sales across four streams: wood filler products, maintenance products, tools and accessories, and in-store display racks supplied free to distributors with qualifying case-pack purchases. Pricing is not publicly disclosed and the go-to-market motion is exclusively channel-partner driven — Woodwise does not sell products directly online; instead, an extensive nationwide distributor network (with select online retailers such as Amazon carrying maintenance products for consumers) handles fulfillment. Primary end customers are professional hardwood flooring contractors, with homeowners representing a secondary segment reached mainly through the maintenance cleaner line. The company supports the industry through long-standing membership and teaching roles in NWFA and NOFMA schools since 1988 and 1992 respectively, and Founder John Goss remains actively involved. No outside funding rounds, acquisitions, or institutional investors are reported in the source data.

Name

Woodwise

Legal name

Design Hardwood Products, Inc.

Website

https://woodwise.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Woodwise (Design Hardwood Products, Inc.) is a privately held Redmond, Washington manufacturer founded in 1988 that sells six proprietary wood filler formulations, maintenance cleaners, and specialty tools to professional hardwood flooring contractors exclusively through a nationwide distributor network, with maintenance products additionally carried by select online retailers for homeowners.

Ownership category

akta.pro rank

Product category

Hardwood Flooring Supplies

NAICS

All Other Miscellaneous Wood Product Manufacturing (321999)

SIC

Lumber & Wood Products (No Furniture) (2400)

akta.pro primary industry

Wood Coatings & Finishes (IMAEAGAG)

akta.pro secondary industry

Wood & Laminate Surface Cleaners & Polishes (CRAJACAD)

Keywords

• Wood filler products
• Hardwood floor maintenance
• Flooring contractor tools
• Hardwood floor cleaners
• Floor protection accessories

Headquarters

HQ city

Redmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Wood Filler Products: Sale of professional-grade wood fillers including Wood Patch, Full-Trowel Filler, Powdered Wood Filler, No-Shrink Patch-Quick, Pre-Finish Filler, and Epoxy Wood Patch. Available in multiple sizes and colors. Sold through distributor network.
2. Maintenance Products: Sale of No-Wax Hardwood Floor Cleaner (in concentrate and ready-to-use spray), Terry Mop Kit, Felt Floor Protector Pads, and Hardwood Floor Care Cleaning Kit. Consumer and professional market.
3. Tools & Accessories: Sale of professional tools including Putty Knives, Stainless Steel Smooth-Edge Trowel, Scrapers, Dust Collection Bags, Stair Jig & Extender, Easy-Sand Stair Tread Extension, Nail Set, Felt Edger Pads, Wiping Cloths, Paper Retention Bolt, Nap Savers, and White Oak Test Kit.
4. In-Store Displays: Sale of display racks to distributors free of charge with purchase of product cases (16 cases of Wood Patch or 20 cases of Pre-Finish Filler). Promotional/marketing support product.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Woodwise manufactures and sells wood fillers, hardwood floor maintenance products, and professional flooring tools/accessories for the hardwood flooring industry. Its portfolio includes six proprietary wood filler formulations for spot filling, trowel filling, void patching, factory-finished floor repair, and epoxy-based repairs, plus biodegradable floor cleaners, felt floor protector pads, and specialty tools such as trowels, putty knives, scrapers, stair jigs, and dust collection bags. Products are sold exclusively through an extensive nationwide distributor network rather than directly online.

Product overview

WOODWISE manufactures wood fillers, maintenance products, and tools/accessories for the professional hardwood flooring industry. The product portfolio consists of six wood filler formulations (Wood Patch & Full-Trowel Filler, Powdered Wood Filler, No Shrink Patch-Quick, Pre-Finish Filler, and Epoxy Wood Patch) designed for various floor filling applications, a line of maintenance products including No-Wax Hardwood Floor Cleaner, Felt Floor Protector Pads, and cleaning kits, and a system of specialty tools and accessories (trowels, putty knives, scrapers, stair tools, and floor protection accessories). All products are sold through an extensive distributor network rather than direct online sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Wood Patch & Full-Trowel Filler Water-based wood fillers available in 16 colors, designed for spot filling (Wood Patch) and floor-wide trowel application (Full-Trowel Filler). Takes stain like hardwood, sands easily, cleans up with water, and is sold to professional hardwood flooring contractors through distributors.
• Powdered Wood Filler Concentrated powdered wood filler system mixed with water at the job site, offering 30-35% cost savings over pre-mixed fillers. Freeze-proof in powdered form, available in three colors, designed for professional flooring contractors.
• No Shrink Patch-Quick & Extender Dry wood patch formulated for filling large voids (such as knot holes) without shrinkage. Sets hard in 30 minutes, sands and stains easily, and can be coated over with finish. Available in 5 colors with an optional Extender that lengthens working time up to 2 hours.
• Pre-Finish Filler Easy-to-use water-based filler formulated for factory-finished and previously-finished floors. Fills cracks, nail holes, gouges, and broken edges. Available in 10 colors in 3-oz and 7.5-oz sizes.
• Epoxy Wood Patch Fast-setting polymer compound for permanent wood repairs. Pre-measured activator and base throughout each stick requires no mixing tools. Resists water, chemicals, and temperature extremes. Sold in 7-inch (2-oz) sticks.
• No-Wax Hardwood Floor Cleaner Biodegradable, phosphate-free cleaner formulated for no-wax hardwood finishes. Lifts dirt without leaving residue that could inhibit re-coating. Available in ready-to-use spray and concentrate sizes for both homeowners and professionals.
• Hardwood Floor Care Cleaning Kit Complete cleaning kit with microfiber mop (2 machine-washable covers), 1-quart ready-to-use spray cleaner, and 1-quart concentrate making over 4 gallons total. Designed for homeowners and professionals.
• Felt Floor Protector Pads Long-lasting quality felt pads protecting wood, vinyl, parquet, and ceramic floors from scratches, dents, and rust stains. Available in Peel & Stick and Tap-In styles in multiple sizes, sold to homeowners and professionals.
• Stainless Steel Smooth-Edge Trowel Durable 4" x 14" stainless steel finishing trowel that will not rust, featuring a comfortable grip and designed for use with WOODWISE Full-Trowel Filler by professional flooring contractors.
• Putty Knives High-quality flexible putty knives made from high carbon steel, polished to a mirror finish with lacquer coating. Available in 2" and 3" flexible sizes with wooden handles for professional flooring work.
• Stair Jig & Extender Adjustable tool for scribing treads and risers, adjusting from 32" to 52" without tools. Extender adds 20" increments to span lengths from 52" to 72". All-metal lightweight construction for flooring professionals.
• Scrapers Heavy-duty scrapers including V-Groove Scraper for v-groove flooring refinishing and Nosing Scraper for maintaining round surfaces of tread nosing. Blades sharpen and replace easily.
• Easy-Sand Stair Tread Extension Height-adjustable (6" to 8") stair tread extension allowing sanders to ride flat on stairs. Features 32" beveled wood top and heavy-duty rubber feet, designed for professional refinishing.
• Nail Set Solid case-hardened impact tool steel nail set with rectangular head designed for L and T cleats used in hardwood floor installation by professionals.
• Dust Collection Bags Premium 12-ounce brushed denim dust collection bags with finished sewn edges. Available in large sander, large edger, and double bottom edger sizes. Custom logo imprinting available for distributors.
• Felt Edger Pads Quality 1/8" thick, 7" round felt edger pads available in Standard and Peel & Stick styles for hardwood floor refinishing professionals.
• White Oak Test Kit Species test kit to quickly determine the presence of white oak in wood shavings. Functions as a species verification tool, not a color match test.
• Wiping Cloths Wiping cloths in three styles: White Fleece, White Cotton Knit Tees, and Colored Knit Tees. Available in 10-pound and 25-pound tightly-packed dispenser boxes for flooring professionals.
• Paddle Mixer & Bucket 3.5-gallon white plastic bucket with steel handle and tight-sealing lid with gasket, paired with 17" steel mixing paddle fitting 3/8" drill motors. Sold for use with Powdered Wood Filler.
• Paper Retention Bolt Quality bolt made in the USA designed for quick centering of Allen wrench, saving time and money on the job for professional flooring contractors.
• Terry Mop Kit Terry cloth mop kit bundled as part of the WOODWISE maintenance product line for cleaning hardwood floors alongside the No-Wax Hardwood Floor Cleaner.
• In-Store Displays Powder-coated display rack (13.5" x 9.5" x 28.5") with 4 columns and 5 rows for product merchandising. Available free to distributors with qualifying product purchases (16 cases of Wood Patch or 20 cases of Pre-Finish Filler).

Quantifiable outcome

• Edger papers last 2-3 times longer than with other fillers
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• NOFMA (National Oak Flooring Manufacturers Association)coreStrategic or Co-development Partner · 1 January 1992Founder John Goss has taught in NOFMA schools since 1992, contributing professional and technical expertise to the industry organization.
• NWFA (National Wood Flooring Association)coreStrategic or Co-development Partner · 1 January 1988Since the beginning, Woodwise has supported the industry through membership in the NWFA. Founder John Goss has lent his professional and technical know-how to teaching in the NWFA and NOFMA schools since 1992. Design Hardwood Products has sponsored students for NWFA schools, continues to donate time and materials to schools and seminars nationwide, and offers time to the NWFA committees when needed.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WOCA: WOCA (Denmark) makes wood floor oils, soaps, and maintenance cleaners sold through specialty distributors; competes with Woodwise's cleaner and maintenance product lines in pro and DIY channels.
• Howard Products: Howard Products makes Restor-A-Finish and a line of wood care polishes/cleaners; a comparable specialty wood-maintenance brand that competes with Woodwise's No-Wax Hardwood Floor Cleaner line in maintenance-focused channels.
• Basic Coatings: Basic Coatings is a US-focused manufacturer of commercial wood floor finishes, sealers, and maintenance products sold primarily to contractors and distributors — overlapping product line with Woodwise's wood fillers and cleaners.
• Loba: Loba (Germany) is a leading manufacturer of water-based wood floor finishes, oils, and maintenance products distributed globally to professional flooring contractors, mirroring Woodwise's pro-channel positioning.
• Pallmann: Pallmann (Germany/US) supplies a full system of wood floor finishes, fillers, adhesives, and care products through professional distribution — a direct competitor across multiple Woodwise SKUs.
• Poloplaz: Poloplaz manufactures water-based and oil-modified wood floor finishes and sealers sold through flooring distributors — directly comparable product range and channel to Woodwise.
• DuraSeal: DuraSeal (a Sherwin-Williams brand) makes wood floor sealers, stains, and finishes that compete head-to-head with Woodwise fillers in professional flooring channels.
• Glitsa: Glitsa (US, now part of Bona) is a long-standing wood floor finish and sealer brand with strong professional contractor relationships — a competing pro-systems brand in the same specialty category as Woodwise.
• Bona: Bona (Sweden/US) is the global leader in professional wood floor cleaners, finishes, adhesives, and abrasives — the closest 1:1 competitive analog to Woodwise across cleaners, fillers, and pro-channel distribution.

Broad incumbents

• Minwax: Minwax (Sherwin-Williams) is the dominant US mass-market wood stain and finish brand; while broader and DIY-focused, its professional offerings and brand recognition set the competitive ceiling Woodwise operates under.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/woodwise

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 Woodwise