What Badgerland Supply does

Badgerland Supply is a regional construction materials distributor operating five yard/showroom locations across Wisconsin (Pewaukee, Madison, Fond du Lac, De Pere) and Northern Illinois (Cherry Valley), serving commercial and residential contractors, builders, and developers within an approximately 100-mile delivery radius of each yard. The company was founded in 1983 and is headquartered in Hartland, Wisconsin. It is a subsidiary of GMS (Gypsum Management & Supply, Inc., NASDAQ: GMS), a national distribution platform founded in 1971 in Atlanta, Georgia that operates hundreds of distribution centers across the United States and Canada; Badgerland maintains local brand identity and customer relationships while leveraging GMS's national purchasing scale and operational framework.

The company's product portfolio centers on interior and exterior building envelope categories: drywall/gypsum wallboard, steel studs and tracks, insulation (fiberglass, polyiso, XPS, mineral wool, spray foam), acoustical ceiling tiles and grid, EIFS/stucco systems, joint treatment, fasteners, firestop, FRP panels, lumber, waterproofing, air and water barriers, continuous insulation, exterior cladding, access doors, tools, and safety equipment. Underlying technology consists of an e-commerce Customer Portal with job-specific pricing and account management, native iOS and Android mobile applications, an enhanced PRO2GO contractor tier, and a delivery fleet including boom trucks (4-8 story reach) and flatbed trucks with walk-up/walk-down, crane, elevator, and after-hours delivery options.

Badgerland generates revenue by purchasing construction products via purchase orders and reselling them to contractors and builders through will-call pickup at yards, scheduled delivery to jobsites, and online ordering. Additional revenue streams include value-added services such as delivery (boom trucks, after-hours, specialized handling) and custom EIFS/exterior tinting at the Fond du Lac and Madison locations. GTM combines enterprise field sales at each yard, direct-to-consumer showroom/will-call sales, and digital ordering, with account-based rather than publicly disclosed pricing.

Name

Badgerland Supply

Legal name

Gypsum Management and Supply, Inc.

Website

https://badgerlandsupply.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Badgerland Supply is a regional construction materials distributor operating five yard locations across Wisconsin and Northern Illinois, serving commercial and residential contractors with drywall, steel, insulation, ceiling, EIFS, and building envelope products via pickup, delivery, and an online portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Hartland

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Building Materials Distribution: Badgerland Supply generates revenue through the distribution of construction building materials including drywall, insulation, steel studs, acoustical tiles, lumber, safety products, tools, and accessories to commercial and residential construction customers. The company operates as a distributor (not a manufacturer), purchasing products via purchase orders and reselling to contractors and builders.
2. Delivery Services: Revenue generated from delivery services to commercial and residential jobsites, including boom truck deliveries, after-hours delivery, and specialized delivery services (walk-up, walk-down, hand-up).
3. Custom Tinting Services: Custom color tinting services for EIFS and exterior finishes offered at Fond du Lac and Madison yard locations.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Badgerland Supply is a regional construction materials distributor that purchases and resells drywall, insulation, steel studs, acoustical ceiling tiles, EIFS/stucco systems, lumber, tools, safety products, and related accessories to commercial and residential construction contractors. The company operates five yard/showroom locations in Wisconsin and Northern Illinois, supplemented by a Customer Portal e-commerce platform, mobile apps, and delivery services including boom-truck delivery to jobsites.

Product overview

Badgerland Supply is a building materials distributor offering a comprehensive portfolio of construction products organized as a unified platform with multiple product categories. The core offerings center on drywall/gypsum wallboard, steel studs and tracks, insulation (fiberglass, mineral wool, polyiso, XPS), acoustical ceiling products, and EIFS/stucco systems. These are complemented by related finishing materials (joint treatment, caulking/adhesives), specialty categories (FRP panels, firestop products, fasteners, safety equipment, lumber, surface protection), and tool offerings. The company operates a Customer Portal e-commerce platform for online ordering and account management, with an enhanced PRO2GO tier for professional contractors. Products are available through yard locations in Wisconsin and Northern Illinois with delivery services up to 100 miles.

Differentiator

Problem solved

Functional benefit

Products and services

• Drywall/Gypsum Wallboard

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• GMS (Gypsum Management & Supply)parent companyOthersBadgerland Supply is a subsidiary of Gypsum Management & Supply (GMS), a nationwide network of construction materials distribution companies. GMS was founded in 1971 in Atlanta, Georgia, and operates hundreds of distribution centers across the United States and Canada. GMS provides the national platform, purchasing scale, and operational framework while Badgerland maintains local brand identity and customer relationships.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Foundation Building Materials (FBM): FBM is a specialty distributor of insulation, drywall, steel framing, and complementary building products with a yard-based network across the U.S. and Canada. Closely comparable to Badgerland in product mix, customer profile (commercial and residential contractors), and yard-based delivery model.
• L&W Supply: L&W Supply is one of the largest specialty distributors of drywall, steel framing, ceiling systems, and insulation in the U.S., operating a multi-yard network with a product mix and customer base nearly identical to Badgerland. Comparable in business model, products, and contractor-focused GTM.
• Huttig Building Products: Huttig distributes millwork, building products, and wood-based materials to contractors and dealers across the U.S. Comparable product portfolio in lumber, panels, and building materials, with overlap in distribution channels and customer segments.
• White Cap (formerly HD Supply Construction): White Cap is a leading distributor of specialty construction supplies, concrete accessories, and building products serving professional contractors across North America. Directly comparable multi-category product portfolio and contractor customer base, though at significantly larger scale.
• SRS Distribution: SRS Distribution is a national distributor of roofing, building products, and complementary categories, serving contractors through branch yards across the U.S. Comparable multi-yard distribution model with overlap in insulation, drywall accessories, and exterior building envelope categories.
• Lansing Building Products: Lansing distributes exterior building products including siding, insulation, and trim through a multi-branch network serving contractors and builders. Directly comparable in yard-based distribution, exterior envelope focus, and contractor customer base.
• Kodiak Building Partners: Kodiak is a holding company that acquires and operates building products distributors across the U.S. in categories including drywall, steel, insulation, and specialty construction products. Comparable in its portfolio of regional specialty building products distributors serving contractors.
• SPEC Building Materials (formerly Cameron Ashley Building Products): SPEC distributes roofing, insulation, gypsum, and complementary building products through a national branch network serving professional contractors. Comparable in multi-branch distribution model, product categories (insulation, drywall), and contractor customer base.

Broad incumbents

• Beacon Building Products: Beacon is one of the largest U.S. distributors of roofing and complementary building products following its acquisition of Allied Building Products. Comparable in yard-based distribution and contractor focus, though oriented toward roofing with broader building products portfolio.
• ABC Supply Co. ABC Supply is the largest wholesale distributor of roofing, siding, windows, and exterior building products in North America, and parent of L&W Supply. Overlaps with Badgerland in exterior envelope, insulation, and some interior categories, but operates at much larger national scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/badgerland-supply-inc

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 Badgerland Supply