MantelCraft
MantelCraft is a U.S.-based direct-to-consumer manufacturer of custom and standard wood fireplace mantels, mantel shelves, wall paneling, and window cornices, serving homeowners, interior designers, and contractors through its e-commerce site since 1986.
- Company typePrivate
- Founded1986
- HeadquartersFlorence, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What MantelCraft does
MantelCraft is a U.S.-based wood product manufacturer and direct-to-consumer e-commerce retailer founded in 1986 and headquartered in Florence, USA. The company designs, fabricates, and ships fireplace mantels, mantel shelves, wall paneling, wainscot, planking, and window cornices, with wood types spanning hardwoods, veneers, MDF, and poplar moldings, and finishing options that include Microban Antimicrobial Protection. Its flagship capability is a 3-step custom sizing process: customers submit fireplace dimensions, receive a dimensioned line drawing for approval, and only then does production begin, with hidden pocket-screw joinery and French cleat wall attachment systems on premium collections.
The business operates exclusively through a BigCommerce-powered website and a toll-free phone line, with free shipping on all mantel orders and a $6 sample kit program whose cost is credited back on full purchase. Pricing is unit-based and ranges from roughly $300 for standard mantel shelves to approximately $2,200 for custom premium mantels such as the Charleston Prestige Collection, with bulk discounts on paneling (down to $50/sheet at 100+ units). Lead times are stated at 15 business days for unfinished products and 20 business days for primed/painted/stained items.
The customer base spans individual homeowners (primary), interior designers and decorators, and home builders/contractors. Marketing is primarily digital: SEO-optimized product pages, a content/knowledge center with installation guides and FAQs, Pinterest integration, customer testimonials on product pages, and phone-based inside sales for custom orders. There are no disclosed enterprise customers, no parent company, no institutional investors, no M&A activity, and no public financial filings, consistent with a privately held, small (11-50 employee), niche specialty manufacturer.
MantelCraft firmographics
Firmographics- Name
- MantelCraft
- Legal name
- MantelCraft
- Website
- https://mantelcraft.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MantelCraft is a U.S.-based direct-to-consumer manufacturer of custom and standard wood fireplace mantels, mantel shelves, wall paneling, and window cornices, serving homeowners, interior designers, and contractors through its e-commerce site since 1986.
- Ownership category
- akta.pro rank
MantelCraft industry classification
Industry- Product category
- Fireplace Mantels
- NAICS
- Custom Architectural Woodwork and Millwork Manufacturing (337212)
- SIC
- Millwood, Veneer, Plywood, & Structural Wood Members (2430), Lumber & Wood Products (No Furniture) (2400)
- akta.pro primary industry
- Wood Mouldings, Millwork & Trim (IMADADAG)
- akta.pro secondary industries
- Wood Remanufacturing (Mouldings, Millwork Blanks, Cut Stock) (IMAMABAI), Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA)
Keywords
Where MantelCraft is headquartered
LocationHeadquarters
- HQ city
- Florence
- HQ country
- United States
- HQ region
- North America
Markets served
MantelCraft business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Product Sales: Direct-to-consumer sales of fireplace mantels, mantel shelves, wood paneling, and window cornices through the company website. Products sold in standard and custom sizes with various wood types and finish options. Revenue is primarily one-time purchase based.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wood Fireplace Mantels - Custom |
| Unit Pricing | Pay-as-you-go | Wood Fireplace Mantels - Standard |
| Unit Pricing | Pay-as-you-go | Mantel Shelves - Standard |
| Unit Pricing | Pay-as-you-go | Mantel Shelves - Custom |
| Unit Pricing | Pay-as-you-go | Wood Paneling - Bulk Discounts |
| Unit Pricing | Pay-as-you-go | Product Samples |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
MantelCraft product offering
Product offeringCore offering
MantelCraft manufactures wood fireplace mantels in both standard and fully custom dimensions, offered as part of premium collections (Concord, Charleston, Franciscan, Williamsburg, Leesburg) and a budget-friendly line. Beyond mantels, the company produces complementary millwork including floating mantel shelves, marble fireplace mantels, decorative wall paneling (Imperial Oak Beadboard, Fluted collections), window cornices, and wood finish samples shipped at 99¢ each. All products are made in the USA at the company's Florence facility and sold factory-direct to homeowners, interior designers, and home builders.
Product overview
MantelCraft is a manufacturer and online retailer of fireplace mantels and home decorative products. The product portfolio centers on wood fireplace mantels (available in custom and standard sizes) and mantel shelves, complemented by marble fireplace mantels, wall paneling (including beadboard, fluted, and rustic options), and window cornices. Wood fireplace mantels include entry-level styles like the Leesburg and Franciscan, mid-range options such as the Concord and Williamsburg, and premium offerings like the Charleston. Mantel shelves range from traditional designs (Stratford, Darlington, Marilyn) to contemporary styles (Modern, Shaker Box). The company offers paneling products including Imperial Oak beadboard and various fluted paneling options in multiple wood finishes. Products are available in paint grade (MDF and poplar) and stain grade (hardwood and veneer combinations) with multiple finish options. MantelCraft uses BigCommerce for its e-commerce platform and offers free shipping on all mantel orders.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Free shipping on all mantel orders
- +2 more outcomes
Companies that use MantelCraft
Customer profileSegments3 records
Ideal customer profiles3 records
MantelCraft technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MantelCraft partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights4 records
MantelCraft competitors and assessment
Company assessmentBroad incumbents
- Lowe's Home Improvement: Lowe's sells commodity wood and MDF fireplace mantels across price tiers both in-store and online, representing the mass-market competitive context against which MantelCraft's premium/Made-in-USA positioning must differentiate.
- Heatilator: Heatilator, a brand of Hearth & Home Technologies, manufactures fireplaces and distributes complementary mantel and surround products, overlapping with MantelCraft's offerings as part of a much broader fireplace portfolio.
- Hearth & Home Technologies: Hearth & Home Technologies (HHT) is the largest US manufacturer of fireplaces and related products (Heatilator, Heat & Glo, Quadra-Fire brands). It competes broadly with MantelCraft in the fireplace ecosystem, though its core focus is on fireplaces rather than decorative mantels.
Emerging players
- Timberlane: Timberlane produces custom wood shutters and architectural millwork, including custom fireplace surrounds and built-ins, overlapping with MantelCraft on the custom architectural woodwork capability rather than on the mantel SKU specifically.
Direct peers
- White Mountain Hearth: White Mountain Hearth manufactures and distributes fireplace mantels, surrounds, and hearth accessories through dealers and online, overlapping directly with MantelCraft on mantel and shelf product lines.
- Blue Rooster Company: Blue Rooster sells cast stone, wood, and metal fireplace mantels and surrounds direct to consumers and designers, directly competing with MantelCraft in the premium mantel category with similar finish and customization options.
- Adams Architectural Millwork: Adams Architectural Millwork produces custom architectural millwork including fireplace mantels, range hoods, and built-ins for residential and commercial projects — directly comparable on custom wood mantels serving designers and contractors.
- Pearl Mantels: Pearl Mantels is a direct-to-consumer manufacturer of wood and polyurethane fireplace mantels in standard and custom sizes — the most direct comparable in MantelCraft's category, with overlapping SKU philosophy (entry to premium tiers, multiple wood species, custom sizing).
- Real Flame: Real Flame is a DTC fireplace products brand selling mantels, fireplaces, and surrounds. It competes with MantelCraft in the consumer fireplace mantel category with a broader product portfolio that includes fireplaces themselves.
- Mantels Direct: Mantels Direct is an online retailer specializing in fireplace mantels and surrounds across wood, cast stone, and marble, competing head-on with MantelCraft's DTC channel on selection and price transparency.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
MantelCraft social profiles
Digital presenceMantelCraft financial estimates
Financial estimateRevenue estimate
Valuation estimate
MantelCraft leadership team
Management profileNumber of profiles
MantelCraft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MantelCraft 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 MantelCraft
What does MantelCraft do?
MantelCraft manufactures wood fireplace mantels in both standard and fully custom dimensions, offered as part of premium collections (Concord, Charleston, Franciscan, Williamsburg, Leesburg) and a budget-friendly line. Beyond mantels, the company produces complementary millwork including floating mantel shelves, marble fireplace mantels, decorative wall paneling (Imperial Oak Beadboard, Fluted collections), window cornices, and wood finish samples shipped at 99¢ each. All products are made in the USA at the company's Florence facility and sold factory-direct to homeowners, interior designers, and home builders.
Is MantelCraft a public or private company?
MantelCraft is a private company. It is classified as unknown and is currently operating.
When was MantelCraft founded?
MantelCraft was founded in 1986. It employs 11 to 50 people.
Where is MantelCraft based?
MantelCraft is headquartered in Florence, United States, in the North America region.
How does MantelCraft make money?
One revenue line is on record: direct E-commerce Product Sales.
Who are MantelCraft's main competitors?
Broad incumbents on record are Lowe's Home Improvement, Heatilator and Hearth & Home Technologies. Timberlane is listed as an emerging player. Direct peers are White Mountain Hearth, Blue Rooster Company, Adams Architectural Millwork, Pearl Mantels, Real Flame and Mantels Direct.
Does MantelCraft have an API?
No public API is recorded for MantelCraft.
What industry is MantelCraft in?
MantelCraft's product category is Fireplace Mantels. Its primary akta.pro industry code is IMADADAG, Wood Mouldings, Millwork & Trim, with a secondary code of IMAMABAI, Wood Remanufacturing (Mouldings, Millwork Blanks, Cut Stock). Its NAICS code is 337212 and its SIC code is 2430.