What Frame USA does

Frame USA, Inc. is a privately held American picture frame manufacturer and direct-to-consumer e-commerce retailer founded in 1984 and headquartered at its assembly facility in Ithaca, Michigan. The company produces and sells standard and custom-made picture frames across wood, metal, polystyrene, barnwood, eco-friendly composite (BonanzaWood), unfinished, and specialty categories (diploma, T-shirt, album, shadowbox), supplemented by mats, accessories, and a Custom Shop service that prints and assembles finished pieces for customers. Its proprietary BonanzaWood material is manufactured from approximately 9 million tons of annually collected residual wood particles formed under heat and pressure, providing a cost-efficient wood-finish alternative.

The company operates a hybrid business model: a self-serve DTC channel at frameusa.com serving individual consumers and DIY enthusiasts with unit-priced transactions ranging from $4.22 closeout frames to $80+ premium custom pieces, paired with a dedicated wholesale/bulk channel offering tiered volume discounts (5%/10%/15%) and inside-sales support via a 1-800 number for corporate, small business, and large-volume buyers. Marketing is driven by a "Framers Circle" email newsletter, social media presence across Facebook, YouTube, Instagram, Pinterest, and X, a content blog, and a 4.59-star verified review base of 7,216 reviews. Customer segments span individual consumers, artists and designers, small businesses, large corporations, and DIY enthusiasts, with no single customer concentration evident in the available data.

Name

Frame USA

Legal name

Frame USA, Inc.

Website

https://frameusa.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Frame USA is a privately held American picture frame manufacturer founded in 1984, operating from Ithaca, Michigan, that sells standard and custom frames direct-to-consumer online and through a wholesale/bulk channel to individuals, small businesses, and large corporations.

Ownership category

akta.pro rank

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct online sales of picture frames to consumers through their e-commerce platform. Customers can purchase standard sizes or custom-sized frames with various materials, colors, and styles.
2. Wholesale and Bulk Orders: Volume pricing for business customers placing large orders. Custom framing and matting orders including thousand-piece orders.
3. Custom Shop: Upload photo, choose frame, and they print and assemble the finished piece. Custom framing services for non-standard sizes and personalized orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Frame USA manufactures American-made picture frames in Ithaca, Michigan, and sells them directly through its e-commerce website and wholesale channels. The portfolio spans wood, metal, polystyrene, barnwood, unfinished, and eco-friendly BonanzaWood frames in standard and custom sizes, plus accessories like mats and a custom shop service for printed and assembled personalized pieces. The company also serves business customers with bulk orders and volume/wholesale pricing.

Product overview

Frame USA is a picture frame manufacturer and e-commerce retailer offering a comprehensive portfolio of framing solutions. Their core product lineup includes Wood Frames (real wood and eco-friendly BonanzaWood), Metal Frames (including Metal I, Metal II, and Glory Metal series), Poster Frames (Budget Saver, Deluxe, Simply Poly), Shadowbox Frames (Elite, Showcase, Boxer), and Specialty Frames (Diploma, T-Shirt, School Years, Frame An Album). They operate a Custom Shop service for personalized framing and provide bulk/wholesale pricing for business customers. The company distinguishes itself through American-made manufacturing in Ithaca, Michigan, with over 40 years of industry experience serving everyone from large corporations to individual consumers.

Differentiator

Problem solved

Functional benefit

Brands

• BonanzaWood: Eco-friendly wood material used in Frame USA's eco-friendly wood picture frames, made from recycled residual wood particles formed under heat and pressure.

Named customers4 records

Segments5 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• American Frame: American Frame is a direct-to-consumer custom and standard picture frame manufacturer competing head-to-head with Frame USA on wood frames, custom sizing, and online ordering. Closely aligned business model and customer profile.
• Frame It Easy: Frame It Easy is a direct peer offering custom-cut picture frames online, with a configurator similar to Frame USA's Custom Shop. Competes on the same custom framing use case for individual and SMB customers.
• Frame Destination: Frame Destination is a direct online competitor to Frame USA, offering wholesale and bulk picture frames across wood, metal, and specialty materials. Highly comparable on product mix, distribution model, and customer base.
• Ashland Picture Frame: Ashland Picture Frame is a custom frame manufacturer offering made-to-order wood and metal frames online, directly comparable to Frame USA's custom shop and standard wood/metal assortment.

Emerging players

• Level Frames: Level Frames is an emerging online custom picture frame maker focused on premium modern wood frames. Overlaps with Frame USA's modern wood frame assortment and custom size offering for design-conscious consumers.
• Simply Framed: Simply Framed is an emerging online custom framing brand offering vetted designer frames and made-to-order framing. Comparable on custom framing use case and DTC channel, but with a more curated, design-forward positioning.

Broad incumbents

• IKEA: IKEA offers a wide range of ready-made picture frames as part of its global home furnishings portfolio. Comparable on standard-size frame SKUs for consumers but not on custom framing or American-made positioning.
• Michaels Companies: Michaels is the largest North American arts, crafts, and framing retailer. While it operates custom framing shops and sells frames, its catalog is much broader than Frame USA and it competes on impulse and convenience rather than factory-direct manufacturing.
• NielsenBainbridge (Nielsen Design): NielsenBainbridge is a long-established picture frame manufacturer and distributor supplying retail and wholesale channels. Comparable on frame manufacturing and wholesale distribution, but distributes through retail partners rather than operating a direct consumer storefront like Frame USA.
• Hobby Lobby: Hobby Lobby is a large US craft and home decor retailer with a broad frame assortment alongside thousands of other SKUs. Overlaps with Frame USA in home decor and craft frames, but specializes in-store rather than factory-direct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/frameusa
• YouTubeyoutube.com/user/FrameUSAChannel
• Facebookfacebook.com/frameusa
• Instagraminstagram.com/frameusa
• Pinterestpinterest.com/frameusa
• LinkedInlinkedin.com/company/frameusa-and-posterservice-inc-

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 Frame USA