Wallplanks
From The Forest, LLC operates the Wallplanks® brand and related wood products businesses from Weston, Wisconsin, manufacturing and selling American-made engineered hardwood flooring, solid hardwood flooring, and real wood wall paneling.
- Company typePrivate
- Founded2017
- HeadquartersWausau, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Wallplanks does
From The Forest, LLC operates the Wallplanks® brand and related wood products businesses from Weston, Wisconsin, manufacturing and selling American-made engineered hardwood flooring, solid hardwood flooring, and real wood wall paneling. The company was founded in 2017 as a private, for-profit LLC in Wisconsin. Product architecture centers on four proprietary technology assets: the Wearmax® Top Coat finish (registered trademark, providing stain/wear/scuff/fade resistance with UV inhibitors), VacuuBond® Adhesive (registered trademark for click & lock installation), patent-pending RWP Real Wood Planks technology, and a Click & Lock interlocking system that supports DIY-friendly flooring installation. The product catalog spans long-plank engineered hardwood (Woodland Treasures, 5/8 in. x 7.5 in. x 95.5 in. at $9.99/sq ft), Anchor Click & Lock flooring, tongue & groove lines, finished/printed/unfinished wall panels, nickel gap shiplap, sound-dampening acoustic panels (Theory Acoustic), solid Highland Pro collections, moldings and trims, area rugs, installation supplies, and cleaning/maintenance products.
The business runs a dual go-to-market: a direct-to-consumer e-commerce storefront serving homeowners and DIY renovators, and the FTF Direct professional B2B program (with dedicated sales portal at fromtheforestsalesportal.com) serving trade professionals, contractors, interior designers, builders, and property developers. The Wallplanks® peel-and-stick wall paneling sub-brand operates as a wholly-owned retained brand with its own storefront at wallplanks.com. Pricing is publicly disclosed at the unit level; free shipping applies on orders over $100 in the continental US, and a free-sample program (promo 3FREESAMPLES) anchors top-of-funnel acquisition. GreenGuard Gold certification (no added formaldehyde, zero VOCs) supports institutional and health-sensitive segments.
Marketing and distribution are digitally led: SEO, content/blog resources, email/newsletter, and an active social presence across Facebook, Twitter, Pinterest, Instagram, and YouTube, paired with an affiliate program and B2B direct sales. Disclosed partners include Momeni (area rugs, co-marketed on the FTF storefront) and the FTF Direct affiliate network. Leadership is led by Founder and President Tryggvi Magnusson. The company is privately held with no disclosed funding rounds, investors, or mergers and acquisitions history beyond the retained Wallplanks sub-brand.
Wallplanks firmographics
Firmographics- Name
- Wallplanks
- Legal name
- From The Forest, LLC
- Website
- https://wallplanks.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- From The Forest, LLC operates the Wallplanks® brand and related wood products businesses from Weston, Wisconsin, manufacturing and selling American-made engineered hardwood flooring, solid hardwood flooring, and real wood wall paneling.
- Ownership category
- akta.pro rank
Wallplanks industry classification
Industry- Product category
- Hardwood Flooring and Wall Paneling
- NAICS
- Veneer, Plywood, and Engineered Wood Product Manufacturing (3212), Home Centers (444110)
- SIC
- Lumber & Wood Products (No Furniture) (2400), Millwood, Veneer, Plywood, & Structural Wood Members (2430), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)
- akta.pro primary industry
- Wood Flooring & Wood Veneer Products (IMADADAI)
- akta.pro secondary industries
- Hardwood Plywood & Decorative Panels Manufacturing (IMAMACAB), Specialty Wallcoverings (Wallpaper, Vinyl, Fabric) (IMADAKAG)
Keywords
Where Wallplanks is headquartered
LocationHeadquarters
- HQ city
- Wausau
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wallplanks business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: B2C online sales through own e-commerce storefront. Customers purchase flooring, wall panels, moldings, and supplies directly. Free shipping on orders over $100 in continental US.
- B2B Professional Sales: FTF Direct program for trade professionals, contractors, and businesses. Dedicated sales portal enabling bulk orders and specialized pricing for professional customers.
- Sample Sales: Sale of flooring and wall panel samples (5-inch samples, 12-inch samples, strap sets) as entry point for customer acquisition. Samples offered free with code or at low price points ($5.00 for 12-inch samples).
- Affiliate Program Revenue: Affiliate marketing program generating revenue through partner referrals and commissions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Engineered Hardwood Flooring |
| Unit Pricing | Pay-as-you-go | Wall Panel Samples |
| Unit Pricing | Pay-as-you-go | Floor Moldings and Trim |
| Transaction based/ take rate | Multi-year contract | B2B Professional Pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Wallplanks product offering
Product offeringCore offering
Wallplanks (operating as From The Forest, LLC) manufactures and sells American-made engineered hardwood flooring and real wood wall paneling products. The portfolio includes long-plank engineered hardwood collections, click-and-lock flooring, peel-and-stick wall planks, shiplap, acoustic panels, and accessories, all featuring proprietary Wearmax® top coat finish and VacuuBond® adhesive installation technologies. Products are sold direct-to-consumer through an e-commerce storefront and to trade professionals through a dedicated B2B program.
Product overview
From The Forest (Wallplanks®) offers a diversified hardwood flooring and wood wall paneling portfolio built around proprietary technologies. The core product lines include: (1) Engineered hardwood flooring collections—Woodland Treasures (long plank), Anchor Click & Lock, and Tongue & Groove options—featuring the company's proprietary Wearmax® Top Coat finish; (2) Wallplanks® real wood wall panels including finished, printed, and unfinished hardwood options plus nickel gap shiplap and acoustic sound dampening panels; and (3) The VacuuBond® Click & Lock system enabling adhesive-free installation. Supporting the core products are complementary accessories including floor/wall moldings, area rugs, installation supplies, and cleaning/maintenance products. The product architecture combines American-made engineered and solid hardwood with patented finish technology to serve both residential D-I-Y and professional B2B segments.
Differentiator
Problem solved
Functional benefit
Products and services
- Woodland Treasures Flooring Engineered hardwood flooring collection in long planks (5/8 in. x 7.5 in. x 95.5 in.) finished with Wearmax® Top Coat. Priced at $9.99 per square foot / $239.76 per box. Targets homeowners seeking premium hardwood with durable finish.
- Originals Real Wood Easy Install Wall Panels Peel & stick real wood wall planks (1/4 in x 5.1 in.) under the Wallplanks® brand, designed for D-I-Y wall and ceiling installation without nails or glue.
- Anchor Click & Lock Flooring Engineered hardwood flooring (3/8 in. x 5 in.) with proprietary click-and-lock installation system, available with VacuuBond® adhesive for made-to-order installations.
- RWP Real Wood Planks Patent-pending real wood plank flooring product line combining authentic wood surfaces with modern installation systems.
- Tongue & Groove Flooring Traditional tongue and groove engineered hardwood flooring for seamless, professional-grade installation.
- Finished Hardwood Wall Panels Pre-finished wood wall panels ready for immediate installation in residential and commercial interior applications.
- Printed Wood Wall Panels Printed-design wood wall panels offering decorative finishes for interior accent walls.
- Unfinished Hardwood Wall Panels Raw unfinished wood wall panels supplied for custom on-site staining or finishing.
- Nickel Gap Wood Shiplap Nickel gap shiplap wood panels for wall and ceiling installations, providing a uniform reveal profile.
- Theory Acoustic Sound Dampening Wall Panels Sound-damping wood wall panels designed to reduce acoustic transmission and improve room acoustics.
- Floor Moldings Flooring trim and molding accessories including threshold molding ($77.99-$92.99) and wall base molding ($83.99-$98.99) across collections.
- Wall Panel Trims Trim and molding accessories designed for finishing wall panel installations.
- Installation Supplies Installation materials and building supplies required for flooring and wall paneling projects.
- Cleaning & Maintenance Products Cleaning and repair products formulated for maintaining hardwood flooring and wood wall panels.
- Flooring and Wall Panel Samples 5-inch and 12-inch flooring and wall panel samples offered as a customer acquisition entry point; 5-inch samples free with promo code 3FREESAMPLES, 12-inch samples priced at $5.00 each.
Quantifiable outcome
- Products are GreenGuard Gold Certified with no added formaldehyde and zero VOCs
Companies that use Wallplanks
Customer profileSegments3 records
Ideal customer profiles2 records
Wallplanks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Wallplanks partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- MomeniminorMomeni rugs partnership offering area rugs as complementary products to hardwood flooring and wall paneling. Products featured on From The Forest website under Area Rugs category, suggesting co-marketing or product curation partnership.
- FTF Direct AffiliatesminorAffiliate marketing partners who promote From The Forest products and earn commissions on qualified sales. Part of the affiliate program mentioned on website.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Wallplanks competitors and assessment
Company assessmentBroad incumbents
- Shaw Industries: Major US flooring manufacturer (subsidiary of Berkshire Hathaway) offering hardwood, vinyl, laminate, and carpet products. Competes with Wallplanks across both DTC and B2B/specifier channels in engineered hardwood flooring and accessories.
- Mohawk Industries: Largest US flooring manufacturer with extensive hardwood, laminate, and waterproof lines across consumer and trade channels. Directly comparable to Wallplanks in engineered hardwood and wood wall-panel categories but at vastly greater scale and distribution.
Emerging players
- Inhabit Living (Stikwood): DTC peel-and-stick reclaimed wood wall panel brand. Direct product-overlap comparator to Wallplanks' Wallplanks® peel-and-stick wall panel product line in installation method and DIY positioning.
- Cali Floors (Cali Bamboo): DTC-first flooring brand with emphasis on sustainability and bamboo/hardwood lines sold primarily direct-to-consumer. Comparable in DTC GTM, sustainability positioning, and premium DIY-friendly product architecture.
Direct peers
- Mannington Mills: Family-owned manufacturer of hardwood, vinyl, laminate, and commercial flooring. Closely comparable to Wallplanks in premium hardwood collections, finishes, and trade/builder programs serving residential renovation and new construction.
- Armstrong Flooring: Historic hardwood and resilient flooring manufacturer with engineered wood lines, finish technologies, and dedicated residential and commercial channels. Comparable product portfolio and channel structure to Wallplanks.
- Provenza Floors: Premium hardwood and LVP flooring manufacturer focused on design-forward collections and durable finishes. Comparable to Wallplanks in premium-positioned, design-rich engineered hardwood with proprietary finish claims and trade relationships.
- Mercier Wood Flooring: Specialist hardwood flooring manufacturer with engineered and solid collections and proprietary wood finishes. Comparable to Wallplanks in hard-floor category specialization, finish-driven positioning, and trade/builder channels.
- LL Flooring (Lumber Liquidators): National specialty retailer of hardwood, vinyl, and laminate flooring with strong DTC and B2B pro programs. Closely comparable direct-to-consumer and pro-channel GTM for hardwood flooring, the central category of Wallplanks' business.
- Hallmark Floors: Premium engineered hardwood manufacturer marketed on authenticity, sustainable sourcing, and finish performance. Comparable product positioning, sustainability story, and B2B/wholesale distribution to Wallplanks.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Wallplanks social profiles
Digital presenceWallplanks compliance and trust
Trust signalCompliance1 record
Wallplanks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wallplanks leadership team
Management profileNumber of profiles
Profiles1 record
Wallplanks subsidiaries and ownership
Company hierarchySubsidiaries1 record
Wallplanks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wallplanks 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 Wallplanks
What does Wallplanks do?
Wallplanks (operating as From The Forest, LLC) manufactures and sells American-made engineered hardwood flooring and real wood wall paneling products. The portfolio includes long-plank engineered hardwood collections, click-and-lock flooring, peel-and-stick wall planks, shiplap, acoustic panels, and accessories, all featuring proprietary Wearmax® top coat finish and VacuuBond® adhesive installation technologies. Products are sold direct-to-consumer through an e-commerce storefront and to trade professionals through a dedicated B2B program.
Is Wallplanks a public or private company?
Wallplanks is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wallplanks founded?
Wallplanks was founded in 2017. It employs 101 to 250 people.
Where is Wallplanks based?
Wallplanks is headquartered in Wausau, United States, in the North America region.
How does Wallplanks make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are B2B Professional Sales, sample Sales and affiliate Program Revenue.
Who are Wallplanks's main competitors?
Broad incumbents on record are Shaw Industries and Mohawk Industries. Emerging players are Inhabit Living (Stikwood) and Cali Floors (Cali Bamboo). Direct peers are Mannington Mills, Armstrong Flooring, Provenza Floors, Mercier Wood Flooring, LL Flooring (Lumber Liquidators) and Hallmark Floors.
Does Wallplanks have an API?
No public API is recorded for Wallplanks.
What industry is Wallplanks in?
Wallplanks's product category is Hardwood Flooring and Wall Paneling. Its primary akta.pro industry code is IMADADAI, Wood Flooring & Wood Veneer Products, with a secondary code of IMAMACAB, Hardwood Plywood & Decorative Panels Manufacturing. Its NAICS code is 3212 and its SIC code is 2400.