What Frame Destination does

Frame Destination, LLC is a privately held, family-owned American e-commerce retailer of custom and ready-made picture frames and framing supplies, founded in 2014 by Mark and Joely Rogers and headquartered in a single manufacturing and fulfillment facility at 2350 Crist Road, Suite 1000, Garland, Texas. The company sells directly to end customers through its website framedestination.com, serving two primary segments: creative professionals and trade framers (photographers, artists, studios) who order in volume, and DIY consumers/home decorators framing personal items such as diplomas, family photos, posters, and memorabilia. Distribution is restricted to the United States, US Territories, and APO addresses, with optional local pickup at the Garland facility.

The company's core technology stack is a self-serve web-based custom frame and mat board configurator paired with in-house computerized mat cutting equipment, enabling made-to-order products (115 custom frame SKUs, 435 ready-made frame SKUs, plus 32 mat board, 12 glazing, 20 foam board, and 118 supplies SKUs) with an average 7-business-day processing time before shipment. Supporting tooling includes a Find-A-Frame discovery interface, an automated volume-pricing engine applying tiered quantity discounts of 5%-18% at 4-100+ units, and the trademarked GalleryPouch™ protective packaging co-developed with photographer Andrew Darlow. Frame Destination's revenue model is predominantly transactional hardware sales across custom frames, ready-made frames, and supplies (mat boards, Tru Vue glass/acrylic, Fome-Cor foam board), supplemented by volume/wholesale pricing, gift cards starting at $10, and a $2.50 setup charge on cut mat board and acrylic orders. The company accepts PayPal and Amazon Pay, ships via UPS and USPS, and supports its sales motion with a content library of framing guides, a glossary, a blog, product videos, and an Instagram feed — all aimed at SEO-driven top-of-funnel discovery and self-serve conversion without a sales team.

Name

Frame Destination

Legal name

Frame Destination, LLC

Website

https://framedestination.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Frame Destination is a family-owned, US-based online retailer of custom and ready-made picture frames and framing supplies, serving DIY consumers, photographers, artists, and small-volume professional framers through direct e-commerce with in-house manufacturing at a single Garland, Texas facility.

Ownership category

akta.pro rank

Product category

Custom Picture Frames and Framing Supplies

NAICS

Art Dealers (45992), Home Centers (444110)

SIC

Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Craft Storage, Organization & Display Retail (CRALACAJ)

akta.pro secondary industries

DIY Craft Kits & Project Kits Retail (CRALACAH), Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools) (CRALACAC)

Keywords

• Custom picture frames
• Framing supplies
• Mat board products
• Ready-made frames
• Picture frame manufacturing

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom frame sales: One-time online sales of made-to-order picture frames configured by the customer (size, profile, finish, mat, glazing). Hand-assembled in Garland, TX. Average processing time of 7 business days before shipment.
2. Ready-made frame sales: One-time e-commerce sales of pre-built frames in standard sizes, shipped faster than custom orders and serving customers who do not need bespoke sizing.
3. Framing supplies (mat board, glass, acrylic, foam board): Sales of individual framing components — mat boards, glass and acrylic glazing, and foam board — to DIY framers and professional framers, with a $2.50 setup charge on cut mat board and acrylic orders.
4. Volume / wholesale pricing: Tiered quantity discounts (4 units 5%, 10 units 10%, 25 units 14%, 50 units 16%, 100 units 18%) target customers placing larger orders such as photographers, studios, schools, and corporate buyers.
5. Gift cards: Digital gift cards starting at $10, redeemable on the website. Functions as both a revenue stream and a customer acquisition tool (gifting to new prospects).

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Frame Destination designs, manufactures, and sells custom and ready-made picture frames, mat boards, glass/acrylic glazing, foam boards, and related framing supplies. Products are handmade in its Garland, Texas workshop and sold direct-to-customer through its e-commerce website, which features an online custom frame configurator.

Product overview

Frame Destination operates a single unified e-commerce platform centered on a custom picture frame configurator, supported by a catalog of complementary framing modules. The core offering is the Custom Picture Frames line (wood, metal, canvas floater, stretcher bars), which is paired with a Ready-Made (Find-A-Frame) alternative for standard sizes. Around that core, the platform integrates add-on modules including Tru Vue Glass & Acrylic glazing, Crescent and Bainbridge Mat Board products, Foam/Mounting Boards, Framing Supplies (assembly, mounting, hanging, and protection accessories), the proprietary GalleryPouch storage product, Art Deco Picture Frames as a specialty sub-brand, physical Picture Frame Samples, and Gift Cards. Together, these named products form a complete picture-framing solution spanning customization, glazing, matting, mounting, finishing, and gifting.

Differentiator

Problem solved

Functional benefit

Brands

• GalleryPouch: Frame Destination's proprietary branded product line for art/picture storage and protection pouches, featured in marketing videos on the company site.

Products and services

• Custom Picture Frames Made-to-order wood and metal picture frames configured online by the customer (size, profile, finish, mat, glazing) and hand-assembled in the Garland, Texas workshop. Targeted at individual consumers, artists, and photographers who need a specific size or finish.
• Ready-Made Frames (Find-A-Frame) Pre-built picture frames searchable by size, profile, and color using the Find-A-Frame tool on the website. Designed for customers who need a frame immediately or in a common stock size.
• Glass and Acrylic Glazing Replacement and standalone Tru Vue glass and acrylic glazing sheets in various thicknesses and finishes (including Museum Glass and non-glare options) used to protect artwork inside a frame. Sold as standalone items or as part of a custom frame build.
• Mat Board Acid-free mat boards in multiple colors and textures, including custom-cut mats for use in custom framing builds. Sourced from Crescent and Bainbridge.
• Foam Boards Rigid backing boards used to mount artwork and prints inside a frame. Sold as standalone items in various thicknesses.
• Framing Supplies and Hardware Point drivers, brad points, backing clips, hanging hardware, adhesives, and other consumables used in picture framing projects. Targeted at DIY framers and professional framers.
• GalleryPouch Protective Sleeve Proprietary branded protective sleeve/packaging designed to safeguard framed artwork and prints during shipping and handling. Available for purchase as a standalone accessory.
• Gift Cards Digital gift cards redeemable on the Frame Destination website for the purchase of frames and framing supplies. Targeted at consumer gift-givers.

Quantifiable outcome

• Free hanging kit included with qualifying wood frame orders
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core supplier, minor supplier and minor partner.

• Nielsen / Bainbridge (Nielsen-Bainbridge)core supplierOthersManufacturer of metal frames (including the F306 frame SKU referenced in reviews) that supplies Frame Destination's metal frame catalog. Functions as a key product supplier for the ready-made and custom metal frame lines.
• Tru Vuecore supplierOthersSupplier of glazing products (glass and acrylic) used in Frame Destination's frames, including the best-selling Clear Glass SKU that has 1,034 verified reviews.
• Crescentcore supplierOthersMat board manufacturer supplying mat board products that Frame Destination cuts to size in-house using computerized mat cutting equipment.
• Bainbridgecore supplierOthersMat board manufacturer supplying mat board products sold and custom-cut by Frame Destination.
• Fome-Corminor supplierOthersSupplier of foam board products that Frame Destination sells as part of its framing supplies catalog.
• Andrew Darlowminor partnerStrategic or Co-development PartnerProfessional photographer who co-developed the trademarked GalleryPouch™ protective packaging product with Frame Destination. Functions as a professional endorsement and product co-development partner rather than a transactional supplier.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Amazon: Dominant online marketplace that sells vast quantities of ready-made and third-party custom frames, plus framing supplies. Sets customer expectations on price, selection, and delivery speed against which Frame Destination must compete.
• Wayfair: Massive online home goods marketplace with a deep assortment of ready-made picture frames. Competes for the same DIY and home decor framing buyers, with much broader scale and faster shipping.
• Pottery Barn: Premium home furnishings retailer with a curated picture frame assortment aimed at design-conscious home decor buyers. Competes for the same premium DIY and home-decor customer segment that Frame Destination targets.
• Michaels: Large North American arts, crafts, and framing specialty retailer carrying ready-made frames, custom framing services in-store, and framing supplies. Competes with Frame Destination across both retail and DIY framing.

Direct peers

• Simply Framed: Direct-to-consumer custom framing brand offering curated frame styles and online configuration. Competes with Frame Destination in the design-led, made-to-order online framing segment.
• Level Frames: DTC custom framing brand combining online configuration with on-demand manufacturing. Directly comparable to Frame Destination in made-to-order framing for art and photography.
• Framebridge: Online custom framing service that lets customers upload artwork and choose frame/mat styles, then ships finished framed pieces. Direct competitor in the online custom-framing category serving consumers and gifting.
• ArtToFrames: Online retailer of custom and ready-made picture frames plus mat board and framing supplies. Closely comparable catalog, configurator-based buying experience, and DIY/professional positioning.
• American Frame: Long-running online custom picture frame retailer offering made-to-order wood and metal frames plus framing supplies. Directly comparable to Frame Destination in product range, customization model, and DIY/professional customer mix.
• Frame It Easy: Online custom picture frame retailer with a configurator-driven purchase flow and ready-made frame options. Direct competitor in custom frames, mat boards, and DIY framing supplies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/FrameDstnation

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Frame Destination