Direct Door Hardware
Direct Door Hardware is a privately held Wyoming-based e-commerce retailer founded in 2003 that sells residential and commercial door and cabinet hardware from brands such as Emtek, Baldwin, Schlage, and Kwikset to homeowners, home builders, and commercial buyers across the United States and Canada.
- Company typePrivate
- Founded2003
- HeadquartersAfton, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Direct Door Hardware does
Direct Door Hardware is a privately held e-commerce retailer of residential and commercial door and cabinet hardware, founded in 2003 and headquartered in Afton, Wyoming. The company operates a single online storefront at directdoorhardware.com offering a deep catalog spanning door knobs, lever handles, deadbolts, handlesets, hinges, barn door hardware, cabinet knobs and pulls, commercial-grade hardware, bath accessories, and keyless locks. Products are sourced from a broad set of third-party manufacturers including Emtek, Baldwin, Schlage, Kwikset, Sure-Loc, Deltana, Cavity Sliders, Top Knobs, Amerock, Nostalgic Warehouse, and others; the catalog includes over 3,500 cabinet knob SKUs, over 9,600 cabinet pull SKUs, and roughly 340 handlesets. The firm employs 1-10 people and runs a small phone/text support operation Mon-Fri 9-5 Mountain Time.
The business operates a dropship-oriented distribution model in which many orders ship directly from manufacturer warehouses to end customers across the United States (excluding Alaska, Hawaii, Puerto Rico, and the Virgin Islands) and, more recently, Canada. Revenue mechanics are built around one-time unit sales of branded hardware with tiered pricing by category (cabinet knobs $1.77-$30+, cabinet pulls $3.32-$100+, handlesets $112-$740+, wire pulls $8.67-$10.20), standard 10-15% discounts off suggested retail, free keying on most orders, and the structural advantage of no US state sales tax for buyers outside Wyoming. The company serves three customer segments: individual homeowners and DIY consumers (primary, long-tail), home builders and contractors via a trade account program offering volume pricing and direct manufacturer shipping, and commercial property buyers sourcing commercial-grade hardware.
Direct Door Hardware maintains no outside capital, no disclosed parent or investor, no public app, and no API surface. Its marketing footprint is modest: a company website (bottom-of-funnel e-commerce), organic social presences on Facebook, Pinterest, Instagram, and YouTube (top-of-funnel discovery), and an email newsletter (mid-funnel). No paid acquisition channels, no patents, no regulatory actions, no mergers or acquisitions, no leadership changes, and no funding rounds are recorded.
Direct Door Hardware firmographics
Firmographics- Name
- Direct Door Hardware
- Legal name
- Direct Door Hardware
- Website
- https://directdoorhardware.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Direct Door Hardware is a privately held Wyoming-based e-commerce retailer founded in 2003 that sells residential and commercial door and cabinet hardware from brands such as Emtek, Baldwin, Schlage, and Kwikset to homeowners, home builders, and commercial buyers across the United States and Canada.
- Ownership category
- akta.pro rank
Direct Door Hardware industry classification
Industry- Product category
- Door & Cabinet Hardware Retail
- NAICS
- Hardware Retailers (44414)
- SIC
- Retail-Auto & Home Supply Stores (5531)
- akta.pro primary industry
- Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles) (CRAIADAJ)
- akta.pro secondary industry
- Architectural Hardware & Door Controls (Hinges, Locks, Closers, Panic Devices) (IMADAIAI)
Keywords
Where Direct Door Hardware is headquartered
LocationHeadquarters
- HQ city
- Afton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Direct Door Hardware business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales: One-time purchase model for door hardware, cabinet hardware, and accessories. Sells a wide variety of hardware products from multiple brands including Emtek, Schlage, Baldwin, and Kwikset.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual consumer products at retail prices |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Direct Door Hardware product offering
Product offeringCore offering
Direct Door Hardware is an e-commerce specialty retailer that aggregates and resells door and cabinet hardware (knobs, levers, deadbolts, handlesets, hinges, keyless locks, cabinet knobs and pulls, barn door kits, commercial hardware, bath accessories, and pocket/sliding door parts) from multiple third-party manufacturers including Emtek, Baldwin, Schlage, Kwikset, Sure-Loc, Deltana, Cavity Sliders, Amerock, and Top Knobs. Orders are fulfilled via the company's website with nationwide U.S. shipping (and Canada), supported by phone/text advisory support, free keying on most orders, no sales tax outside Wyoming, and a trade account program for home builders.
Product overview
Direct Door Hardware operates as an e-commerce retailer offering a comprehensive catalog of door hardware, cabinet hardware, and accessories. The core product lines include door hardware (door knobs, lever handles, deadbolts, handlesets, hinges, keyless locks, barn door hardware) and cabinet hardware (knobs, pulls, cup pulls, bar pulls, wire pulls, backplates, appliance handles). Additional categories include commercial door hardware, bath accessories, pocket door hardware, and sliding door parts. The company distributes products from multiple branded manufacturers including Emtek, Baldwin, Schlage, Kwikset, Sure-Loc, Deltana, and Cavity Sliders. The business model centers on dropshipping from manufacturer warehouses with direct-to-customer shipping across the United States.
Differentiator
Problem solved
Functional benefit
Products and services
- Door Hardware Complete line of door hardware including door knobs, lever handles, deadbolts, handlesets, hinges, and keyless locks for residential and commercial applications across top brands such as Emtek, Baldwin, Schlage, and Kwikset.
- Cabinet Hardware Extensive selection of cabinet knobs, pulls, bar pulls, cup pulls, wire pulls, backplates, and appliance handles for kitchen and furniture applications from brands including Amerock, Top Knobs, and Deltana.
- Barn Door Hardware Complete barn door kits including track hangers, tracks, track parts, hardware kits, and pulls for sliding barn door installations, including featured product lines from Sure-Loc and Emtek.
- Commercial Door Hardware Commercial-grade hardware including lever handles, door knobs, deadbolts, door closers, interchangeable cores, door reinforcers, kick plates, hinges, panic bars, and exit devices for commercial buildings.
- Bath Accessories Bathroom hardware including towel bars, towel rings, tissue holders, robe hooks, and coordinated bath accessory collections to match door and cabinet hardware finishes.
Companies that use Direct Door Hardware
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Direct Door Hardware technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Direct Door Hardware partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- EmtekcoreMajor brand partner offering a wide selection of Emtek door hardware products including handlesets, cabinet hardware, and barn door hardware. One of the featured premium brands.
- BaldwincoreFeatured luxury door hardware brand. Offers Baldwin handlesets, knobs, and accessories as part of product portfolio.
- SchlagecoreMajor residential and commercial hardware brand. Products include handlesets, deadbolts, levers, and keyless locks.
- KwiksetcoreFeatured brand offering residential door hardware including handlesets, deadbolts, and keyless entry options.
- Sure-LoccoreFeatured brand for door handlesets and barn door hardware. Products include Alta and Aspen handle sets.
- DeltanacoreKey brand partner with extensive product line including wire pulls, cabinet hardware, hinges, door accessories, and sliding door hardware. Products include ball tip hinges, drawer pulls, and house numbers.
- GrandeurminorDoor hardware brand offering traditional and decorative handlesets.
- AmerockcoreMajor cabinet hardware brand with extensive selection of cabinet knobs, pulls, and accessories.
- Top KnobscoreFeatured cabinet hardware brand with 1,169+ cabinet knobs and 3,658+ cabinet pulls in catalog.
- Hardware ResourcesminorCabinet hardware brand offering knobs and accessories.
- Residential EssentialsminorBudget-friendly cabinet hardware brand offering pulls and knobs at competitive prices.
- Cavity SlidersminorSpecialty brand for cavity sliding doors and pocket door hardware systems.
- Nostalgic WarehouseminorDecorative door hardware brand specializing in vintage and traditional styles.
Scale indicators4 records
Recent moves4 records
Expansion highlights5 records
Direct Door Hardware competitors and assessment
Company assessmentDirect peers
- Rejuvenation: Premium home hardware and lighting retailer with a curated door hardware assortment overlapping with Direct Door Hardware's Emtek and Baldwin lines. Comparable position in design-led, higher-AOV door hardware.
- Signature Hardware: Direct-to-consumer retailer specializing in door hardware, cabinet hardware, faucets, and bath fixtures. Comparable premium-and-mid-tier hardware assortment with strong e-commerce focus and trade/builder support.
- Build.com: Large online specialty retailer of home improvement products including door hardware, cabinet hardware, and plumbing fixtures. Directly comparable as a digital-first retailer serving both DIY consumers and trade professionals with deep brand assortments.
- Houzz: Home renovation marketplace with a deep door and cabinet hardware category serving designers, builders, and homeowners. Comparable because it competes for the same trade and DIY buyer with similar brands and project-based purchasing.
- Door Hardware USA: Online-only retailer of door hardware, locks, and accessories. Closely comparable as a niche e-commerce specialist serving both homeowners and contractors with brand-name door hardware SKUs.
Broad incumbents
- Lowe's: National home improvement chain carrying residential door hardware, cabinet hardware, and smart locks. Competes with Direct Door Hardware for DIY homeowners and small contractors.
- Amazon: Largest online retailer with a massive door and cabinet hardware assortment from Schlage, Kwikset, Baldwin, and many others. Sets the price-discovery benchmark and shipping-speed standard against which smaller specialists compete.
- The Home Depot: National big-box home improvement retailer carrying the same major door hardware brands plus installation services. Comparable as a competing channel for both DIY and pro/builder purchases.
Emerging players
- Schlage (direct): Major door hardware brand now selling direct-to-consumer online. Comparable because Schlage is both a key supplier and a direct competitor to the retailer in the same SKUs.
- Emtek (direct): Premium door and cabinet hardware brand with a growing direct-to-consumer site. Comparable as a brand-direct competitor that overlaps with the retailer's premium assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Direct Door Hardware social profiles
Digital presenceDirect Door Hardware financial estimates
Financial estimateRevenue estimate
Valuation estimate
Direct Door Hardware leadership team
Management profileNumber of profiles
Direct Door Hardware funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Direct Door Hardware 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 Direct Door Hardware
What does Direct Door Hardware do?
Direct Door Hardware is an e-commerce specialty retailer that aggregates and resells door and cabinet hardware (knobs, levers, deadbolts, handlesets, hinges, keyless locks, cabinet knobs and pulls, barn door kits, commercial hardware, bath accessories, and pocket/sliding door parts) from multiple third-party manufacturers including Emtek, Baldwin, Schlage, Kwikset, Sure-Loc, Deltana, Cavity Sliders, Amerock, and Top Knobs. Orders are fulfilled via the company's website with nationwide U.S. shipping (and Canada), supported by phone/text advisory support, free keying on most orders, no sales tax outside Wyoming, and a trade account program for home builders.
Is Direct Door Hardware a public or private company?
Direct Door Hardware is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Direct Door Hardware founded?
Direct Door Hardware was founded in 2003. It employs 1 to 10 people.
Where is Direct Door Hardware based?
Direct Door Hardware is headquartered in Afton, United States, in the North America region.
How does Direct Door Hardware make money?
One revenue line is on record: product Sales.
Who are Direct Door Hardware's main competitors?
Direct peers on record are Rejuvenation, Signature Hardware, Build.com, Houzz and Door Hardware USA. Broad incumbents are Lowe's, Amazon and The Home Depot. Emerging players are Schlage (direct) and Emtek (direct).
Does Direct Door Hardware have an API?
No public API is recorded for Direct Door Hardware.
What industry is Direct Door Hardware in?
Direct Door Hardware's product category is Door & Cabinet Hardware Retail. Its primary akta.pro industry code is CRAIADAJ, Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles), with a secondary code of IMADAIAI, Architectural Hardware & Door Controls (Hinges, Locks, Closers, Panic Devices). Its NAICS code is 44414 and its SIC code is 5531.