Marling Lumber Company

What Marling Lumber Company does

Marling Lumber Company is a privately held, Wisconsin-based full-service building materials retailer and lumberyard operating under the trade name Marling Lumber & HomeWorks. Founded in 1904 and headquartered in Janesville, the company runs five physical locations across Janesville (River Street, Humes Road, and a dedicated Doors & Hardware store), Madison, and Waukesha, serving homeowners undertaking remodeling projects, DIY consumers, and professional builders and contractors in the surrounding region. Its product portfolio spans the full residential building envelope — dimensional and treated lumber, sheathing and engineered wood, cabinets, countertops, windows, interior and exterior doors, decking, millwork, roofing, siding, and commercial hollow metal doors — sourced from national manufacturers such as KraftMaid, Trex, Andersen, Cambria, James Hardie, and CertainTeed. Marling also operates the only KraftMaid Vantage Design Studio in Wisconsin and offers complimentary design appointments for cabinetry and kitchen remodeling.

The business operates a dual retail model: in-person sales at showroom and lumberyard locations with staff-assisted selection, plus a transactional e-commerce website with product browsing, cart functionality, and content marketing (DIY blog, email newsletter, and six social media channels). Pricing is quote-based across categories, with credit applications available to both business and retail customers. Revenue is generated predominantly through one-time building materials sales, supplemented by professional design consultation services. There is no proprietary technology platform, no disclosed AI/ML capability, no mobile app, no public API, and no documented funding, acquisition, or external investment activity; the company appears to be family-owned and self-funded, with 251–500 employees concentrated entirely in Wisconsin.

Name

Marling Lumber Company

Legal name

Marling Lumber Company

Website

https://marling.com

Company type

Private

Founded year

1904

Operating status

Operating

Headcount range

251–500 employees

Short description

Marling Lumber Company is a privately held Wisconsin building materials retailer operating five Janesville, Madison, and Waukesha locations under the Marling Lumber & HomeWorks brand, serving homeowners, DIY consumers, and builders with lumber, cabinets, countertops, windows, doors, decking, and roofing.

Ownership category

akta.pro rank

Product category

Building Materials Retail

NAICS

Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (423310)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Lumber & Timber Retail (Dimensional Lumber, Plywood, OSB) (CRAIAEAA)

akta.pro secondary industries

Decking & Outdoor Structural Materials Retail (Composite, Railings, Posts) (CRAIAEAH), Structural & Framing Components Retail (Trusses, Joists, Beams, Engineered Wood) (CRAIAEAJ)

Keywords

• Lumber and building materials
• Home improvement supplies
• Kitchen cabinetry products
• Decking and windows
• Residential building supplies

Headquarters

HQ city

Janesville

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Building Materials Retail Sales: Traditional retail revenue from selling lumber, building materials, and home improvement products through physical showroom locations and website. Products include dimensional lumber, treated lumber, sheathing, specialty wood, cabinets, countertops, windows, doors, decking, millwork, roofing, and siding.
2. Professional Services (Design & Consultation): Design consultation services for cabinetry and kitchen remodeling, including complimentary design appointments. Professional guidance on product selection, installation considerations, and project planning.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Marling Lumber Company operates a full-service lumberyard and home improvement materials retail business selling dimensional and treated lumber, sheathing, cabinets, countertops, windows, interior and exterior doors, decking, millwork, roofing, siding, and hollow metal doors, frames, and hardware through five physical showrooms in Wisconsin and an e-commerce website. The company also offers complimentary design appointments for cabinetry and kitchen remodeling at its Janesville and Madison locations.

Product overview

Marling Lumber Company is a full-service home improvement materials and solutions provider operating as a retail lumberyard with multiple locations in Wisconsin (Janesville, Madison, Waukesha). The company offers a comprehensive portfolio of building materials organized into a unified product ecosystem: core building materials (lumber, roofing, siding) serve as the foundation, complemented by finishing products (cabinets, countertops, windows, doors, millwork) that create interior and exterior living spaces, and outdoor living products (decking). The product portfolio includes both national brand names (KraftMaid cabinets, Trex decking, CertainTeed siding, Andersen windows) and proprietary/partner brands across all categories. The company operates as both a retail storefront and lumberyard, serving builders, contractors, and DIY homeowners through physical locations and an e-commerce website.

Differentiator

Problem solved

Functional benefit

Products and services

• Lumber Dimensional lumber, treated lumber, sheathing, specialty wood products, plywood, MDF, and other engineered lumber for residential and commercial construction and small DIY projects.
• Cabinets / Cabinetry Kitchen cabinets, bathroom vanities, and storage solutions in various styles, colors, and materials from brands such as KraftMaid, Aristokraft, Echelon, Merillat, Diamond, and Fieldstone. Includes the only KraftMaid Vantage Design Studios in Wisconsin with complimentary design appointments.
• Windows Window products in various sizes, shapes, colors, and styles featuring energy-efficient designs from brands including Jeld-Wen, Weather Shield, Alliance, Midway, PlyGem, Silverline, Kolbe, and Andersen.
• Decking Outdoor decking materials including cedar and composite decking options from brands such as Azek Decking, Deckorators, Regal Rail, TimberTech, and Trex for residential outdoor living spaces. The Madison Atlas Avenue location features the largest outdoor deck display in the state.
• Millwork / Moulding Millwork products including trim work, columns, newel posts, crown molding, chair rail, baseboards, and decorative architectural elements for interior finishing.
• Interior and Exterior Doors Interior and exterior doors including steel doors, fiberglass doors, wood doors, and sophisticated entry doors with decorative glass inserts from brands such as Seal-Rite, Therma-Tru, Waudena, Masonite, and Simpson.
• Roofing Roofing products including shingles in various colors and styles, roofing materials, and related supplies from manufacturers such as GAF, Tamko, CertainTeed, and Owens Corning.
• Countertops Countertop materials including stone, quartz, solid surface, quartzite, marble, granite, and laminate options from brands such as Cambria, Himacs, Wilsonart, and Viatera.
• Siding Siding products including CertainTeed Monogram and Main Street Vinyl, LP SmartSide, Versetta Stone, and vinyl accessories in various colors.
• Hollow Metal Doors, Frames & Hardware Commercial hollow metal doors, welded frames, and hardware products from brands including Precision, Pemko, Monarch, McKinney, Stanley, and Ceco Door for commercial openings.
• Coil Stock Rollex brand coil stock materials in various colors including brown, bronze, white, almond, black, clay, cobblestone, fieldstone, forrest green, frost, heather, mocha, musket, norwegian wood, PVC white, and stone.

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

Ten partnerships are on record, tiered core and minor.

• KraftMaidcoreStrategic or Co-development PartnerKraftMaid is a major cabinetry brand partner. Marling Lumber has the only KraftMaid Vantage Design Studios in the state of Wisconsin, indicating a significant strategic relationship for cabinet sales and design services.
• ROLLEXminorChannel Partner/ Reseller/ DistributorROLLEX is a manufacturer of coil stock products (siding accessories) distributed through Marling Lumber.
• LP Siding and TrimminorChannel Partner/ Reseller/ DistributorLP SmartSide siding and trim products are sold through Marling.
• CertainTeedminorChannel Partner/ Reseller/ DistributorCertainTeed siding and building products are distributed through Marling. Includes Main Street Vinyl and Monogram siding lines.
• James HardieminorChannel Partner/ Reseller/ DistributorJames Hardie is a siding brand available through Marling.
• Ply GemminorChannel Partner/ Reseller/ DistributorPly Gem building products including siding are available through Marling.
• Royal Building ProductsminorChannel Partner/ Reseller/ DistributorRoyal Building Products siding and trim are distributed through Marling.
• Diamond KoteminorChannel Partner/ Reseller/ DistributorDiamond Kote siding products are available through Marling.
• Versetta StoneminorChannel Partner/ Reseller/ DistributorVersetta Stone is a stone veneer siding product line distributed through Marling.
• NAAMMminorOthersNational Association of Architectural Metal Manufacturers - referenced for hollow metal door industry standards. Marling links to their PDFs for technical information.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Wickes: UK-based home improvement retailer and building materials supplier operating physical stores and an online channel. Comparable business model and product mix (lumber, building materials, kitchens, doors, decking), though operating in a different geography (United Kingdom vs. Wisconsin).

Direct peers

• Menards: Wisconsin-headquartered home improvement retailer with a similar product portfolio (lumber, building materials, cabinets, decking, doors) and overlapping customer base of builders, contractors, and DIY consumers in Wisconsin and the upper Midwest. Most direct geographic competitor.
• Carter Lumber: Privately held, family-owned building materials retailer operating multiple locations across the Midwest and Eastern U.S. Closely comparable business model: regional lumberyard operator serving builders, contractors, and DIY homeowners with diversified product categories.
• 84 Lumber: Largest privately held building materials supplier in the U.S., operating lumberyards and component manufacturing plants serving professional builders and contractors. Highly comparable multi-category product mix, contractor-focused GTM, and family-owned/privately held profile.
• BMC Stock Holdings: Major regional supplier of building materials, including lumber, millwork, windows, doors, and structural components, serving professional builders. Highly comparable multi-category product mix and professional customer focus (now part of Builders FirstSource).

Broad incumbents

• Lowe's: Second-largest U.S. home improvement retailer with a comparable product assortment across lumber, building materials, cabinets, countertops, windows, doors, roofing, and siding, serving both pro and DIY customers. Direct overlap on customer segments and product categories.
• Home Depot: Largest U.S. home improvement retailer offering the full spectrum of lumber, building materials, cabinets, windows, doors, roofing, and decking. Overlaps with Marling across virtually every product category and customer segment, with greater scale, brand, and digital reach.
• Builders FirstSource: Largest U.S. supplier of structural building products, value-added components, and services to the professional market. Comparable as a building materials supplier serving professional builders with lumber, manufactured components, and complementary categories.
• ABC Supply Co. Largest wholesale distributor of roofing, siding, windows, and exterior building products in North America. Comparable as a building materials distribution platform serving contractors, with overlap on roofing, siding, and window categories that Marling carries.

Emerging players

• LL Flooring (formerly Lumber Liquidators): Specialty retailer focused on flooring and related building products with a multi-channel model combining showrooms and e-commerce. Comparable as a category-specialist retailer with strong digital presence competing for share of the same builder/consumer project wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/marlingcompany
• YouTubeyoutube.com/@MarlingCorporation
• Facebookfacebook.com/marlingco
• LinkedInlinkedin.com/company/marling-lumber-company
• Instagraminstagram.com/marlingcompany
• Pinterestpinterest.com/marlinglumberho

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 Marling Lumber Company