Brown - Wilbert

What Brown - Wilbert does

Brown-Wilbert, Inc. is a Rockville, Minnesota-headquartered private wholesale distributor that supplies licensed U.S. funeral homes with memorial products under the tagline 'Serving Funeral Homes Nationwide.' Its core catalog spans five top-level categories — Mementos (flag cases, plaques, candle holders, keychains, magnets), Urns (718+ SKUs across metal, wood, cloisonne, porcelain, biodegradable, marble, infant, oversize, pet, jewelry, and non-traditional formats, plus curated private-label collections such as Mettle, Elevating Memories/Journey, Serenity, Tribute, Teacher Edition, and Pet Edition), Caskets (solid wood, wood veneer, 18/20-gauge metal, eco-friendly, cremation, and infant), Wilbert Vaults (Basic, Standard, Premium, and Urn Vault tiers distributed under a Wilbert licensee relationship), and Cremation Monuments plus Cemetery Services (including newly available Cemetery Lettering).

The commercial platform is a Volusion-hosted, members-only B2B e-commerce storefront that gates wholesale pricing behind a funeral-home registration flow; product images, themed catalogs (poetry libraries, Mettle and Teacher flippingbooks), and an Adobe Sign-driven personalization proof workflow support the company's custom-engraving offering. Bundled sets such as the Veteran Set (flag case + Serenity Pillar + Serenity Salute urn), American-made burial flag cases, and a Custom Retail Urn Catalog program for partner resellers round out the merchandising mix. Brown-Wilbert earns revenue through one-time wholesale transactions across this catalog, with pricing tiers ranging from Economy Collection to bespoke Elevating Memories pieces, supplemented by time-bound promotional sales (Cyber Monday, BOGO, daily deals, clearance) on the trade portal. The company was founded in 1922, employs 101-250 people, and operates without disclosed investors, parent, or subsidiary structure.

Name

Brown - Wilbert

Legal name

Brown-Wilbert, Inc.

Website

https://brownwilbert.com

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

101–250 employees

Short description

Brown-Wilbert, Inc. is a Rockville, Minnesota-based private wholesale distributor that supplies U.S. funeral homes nationwide with urns, caskets, Wilbert burial vaults, cremation monuments, mementos, and cemetery services through a members-only e-commerce portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Rockville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Product Sales: B2B wholesale transactions through a members-only e-commerce portal selling urns, caskets, vaults, mementos, cremation monuments, and cemetery services to registered funeral home accounts. Pricing is hidden from non-members (Members Only), reflecting account-gated wholesale distribution.
2. Custom Personalized Products (Elevating Memories): Premium bespoke urns, flag cases, and pillar candles with custom image and text personalization, sold at a price uplift that includes design proofing, engraving, and tracking shipment.
3. Bundle / Veteran Memorial Sets: Pre-configured bundles (e.g., Veteran Set: flag case + Serenity Pillar + urn) sold as single-SKU sets with personalization included.
4. Promotional and Sale Catalog: Time-bound promotional sales (e.g., Capella Sale 35% Off, Cyber Monday Sale, BOGO, Daily Deal, Clearance Urns) generating transactional revenue spikes via the wholesale portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Brown-Wilbert operates as a B2B wholesale supplier to funeral homes nationwide, selling cremation urns, burial caskets, Wilbert burial vaults, cremation monuments, cemetery services, and personalized memorial mementos through a members-only e-commerce storefront. Product lines span 700+ SKUs in urns alone and include proprietary collections (Mettle, Elevating Memories/Journey/Serenity/Tribute/Teacher/Pet, Veteran Set) supported by in-house engraving with Adobe Sign proof approval. The company also distributes American-made flag cases and select MDF urns through its own manufacturing and Wilbert-affiliated burial vault network.

Product overview

Brown-Wilbert, Inc. operates a wholesale-only catalog platform serving funeral homes nationwide, organized as a portfolio of distinct product families rather than a single unified SaaS product. The offering is structured around five top-level categories: Mementos (memorial keepsakes including Flag Cases, Plaques, Serenity Pillar and Votive Candle Holders, Keychains, and Magnets), Urns (the largest line with 718+ SKUs spanning Mettle, Elevating Memories/Journey, Serenity, Tribute, Teacher Edition, and Pet Edition collections, plus material categories Metal, Wood, Cloisonne, Porcelain, Biodegradable, Marble, Infant, Oversize, Pet, Jewelry, and Non-Traditional), Caskets (Solid Wood, Wood Veneer, 18/20 Gauge metal, Eco Friendly, Cremation, and Infant), Wilbert Vaults (Basic, Standard, Premium, and Urn Vaults), and Cremation Monuments plus Cemetery Services (including Cemetery Lettering). The Elevating Memories umbrella connects customizable Serenity Horizontal/Vertical Urns, the fully customizable 5-sided Journey Collection, the engraved Tribute Collection, the profession-themed Teacher Edition, and the Pet Edition; bundled sets such as the Veteran Set combine a flag case, Serenity Pillar, and Serenity Salute urn. The storefront runs on the Volusion ecommerce platform with member-only wholesale pricing, Adobe Sign-driven proof approvals for personalized engraving, and a sales solution program supporting Custom Retail Urn Catalogs.

Differentiator

Problem solved

Functional benefit

Brands

• Mettle Collection: Branded line of metal cremation urns featuring wildlife and patriotic themed designs (Buck, Deer Scene, Elk, Flag, Forest, Geese, Pheasant, Salute, Wildlife Creek, Wildlife Meadow).
• Elevating Memories
• Mementos - Gifts to Remember

Products and services

• Mementos Wholesale memorial keepsakes and remembrance gifts sold to funeral homes, including flag cases, plaques, candle holders, keychains, and magnets.
• Urns Comprehensive wholesale cremation urn catalog (718+ SKUs) spanning metal, wood, cloisonne, porcelain, biodegradable, marble, infant, oversize, pet, companion, jewelry and non-traditional formats, plus curated collections (Mettle, Elevating Memories, Serenity, Journey, Tribute, Gallery Edition, Teacher Edition, Pet Edition).
• Caskets Wholesale burial caskets including Solid Wood, Wood Veneer, 18 Gauge Gasket and Oversize, 20 Gauge Gasket, Non-Gasket and Oversize, Eco Friendly, Cremation, Infant, plus Scratch and Dent listings.
• Wilbert Vaults Tiered burial vaults offered across Basic Protection, Standard Protection, Premium Protection tiers, plus Urn Vaults, distributed through the Wilbert licensee network.
• Cremation Monuments Cemetery cremation monuments for memorialization at cemetery sites.
• Cemetery Services Cemetery lettering services and related offerings for funeral homes, including the dedicated Cemetery Lettering product.
• Flag Cases Hand-Made in USA burial flag display cases with glass fronts, removable backs, wall-mounting hardware, and personalization options (text only, image and text, memorial poppy theme), available in 4 colors and four sizes.
• Mettle Collection Nature and outdoor-themed metal urn collection with designs including Buck, Deer Scene, Elk, Flag, Forest, Geese, Pheasant, Salute, Wildlife Creek, and Wildlife Meadow.
• Journey Collection Most extensive customizable urn collection featuring premium textured printing on all five sides of natural-styled MDF urns, supporting custom image upload (up to 5 images) and themed layouts (Artist, Deer Hunting, Farming, Fishing, Gardening, Hunting, Military, Motorcycling, Music, Travel, etc.).
• Serenity Collection Customizable Serenity Horizontal and Vertical Urns under the Elevating Memories line, including Front Printed Only, Portrait Edition, and Front and Top Print variants.
• Veteran Set Bundled veteran memorial set including a hand-made wooden burial flag case (25.7\" L x 12.5\" H x 3.25\" D), Serenity Pillar candle holder, and Simple MDF Serenity Salute full-size wood urn with personalized image and text.
• Teacher Edition Themed Serenity Horizontal Urns under the Elevating Memories line designed for honoring teachers, including a Portrait Edition variant.
• Pet Edition Customizable urns within Elevating Memories designed specifically for pet memorials, offered in Tribute and Serenity Collection variants.

Quantifiable outcome

• 718 SKUs available within the Urns category alone
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Foundation Partners Group: Large U.S. funeral home and cemetery operator / consolidator. As a scaled customer and channel influencer, it shapes procurement patterns and competitive dynamics for wholesale suppliers like Brown-Wilbert.

Direct peers

• Wilbert Funeral Services, Inc. Licensor of the Wilbert brand of burial vaults and cremation products. Brown-Wilbert is a Wilbert licensee distributing Wilbert Vaults (Basic, Standard, Premium, Urn Vaults) to funeral homes; Wilbert itself sells comparable vaults and licensee services into the same channel.
• Columbian Casket Company: Wholesale casket and funeral-product supplier serving funeral homes with metal and wood caskets. Comparable to Brown-Wilbert's Caskets category (Solid Wood, Wood Veneer, 18/20 Gauge).
• York Memorials (Matthews): Supplier of granite and bronze cemetery memorials, cremation monuments, and urns to funeral homes and cemeteries. Directly comparable to Brown-Wilbert's Cremation Monuments category.
• Great Lakes Casket & Urn Co. Regional wholesale distributor of caskets and urns to funeral homes in the U.S. Midwest. Comparable scale and product mix to Brown-Wilbert, though smaller SKU breadth.
• Ferree Lumber / Ferree Casket: Independent casket manufacturer supplying wholesale caskets to funeral homes. Comparable to Brown-Wilbert's Solid Wood and Wood Veneer casket SKUs and its B2B trade-distribution model.
• Trigard Memorial: Manufacturer and supplier of burial vaults, urn vaults, and cremation products serving funeral homes and cemeteries. Directly comparable product mix to Brown-Wilbert's Wilbert Vaults and urn-vault lines.

Broad incumbents

• Legacy.com: Largest U.S. obituary and memorialization platform with adjacent e-commerce and floral partnerships. Not a direct product competitor but a thematic peer in deathcare memorialization, with the consumer-facing reach Brown-Wilbert lacks.
• Matthews International (Aurora Casket): Diversified funeral-products conglomerate (Aurora Casket, York Memorials, stone and cremation lines). Competes with Brown-Wilbert across caskets, urns, and cremation monuments but at significantly larger scale with broader product and channel coverage.
• Batesville Casket Company (Hillenbrand): Largest North American casket manufacturer and a Hillenbrand subsidiary. Overlaps with Brown-Wilbert on caskets (Solid Wood, Wood Veneer, 18/20 Gauge, Eco Friendly) and competes for funeral-home wholesale accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/BrownWilbertInc
• Facebookfacebook.com/Brown-Wilbert-106346867836130
• Instagraminstagram.com/brownwilbertinc
• Pinterestpinterest.com/BrownWilbertInc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Brown - Wilbert