Wiedenbeck

What Wiedenbeck does

Wiedenbeck, Inc. is a fourth-generation, family-owned metal supplier and custom fabrication shop founded in 1894 and headquartered in Monona (Madison), Wisconsin. The company distributes ferrous and non-ferrous metals — including steel, aluminum, stainless steel, copper, and brass — alongside industrial, construction, and metalworking supplies to construction firms, industrial manufacturers, and contractors. Its fabrication operation, launched as a dedicated department in 2004, provides saw cutting, press brake bending, shearing, flame and plasma cutting, punching, welding, pipe bending, rolling, threading, drilling, and notching services.

The business runs a direct-to-customer distribution model through a single physical location at South Towne Industrial Park, where the company has been based since relocating there in 1986. An in-house delivery fleet handles same-day local delivery across Southern Wisconsin, while UPS is used to ship to customers across the continental United States. Revenue is generated transactionally through per-unit materials pricing plus per-job fabrication labor, with no subscription, contract, or enterprise-tier pricing structure described. Reported headcount is in the 11-50 range, consistent with a regional, single-location independent metal service center.

Strategically, Wiedenbeck's most significant moves have been vertical integration into fabrication (2004), facility relocation (1986), multi-generational family leadership transitions (most recently in 2002), and the 1974 rebrand that formalized the current corporate identity. There is no public record of outside funding, acquisitions, partnerships, or AI/digital platform investment; the company appears to operate as a privately held, cash-generative regional trade business with no current signals of accelerated expansion.

Name

Wiedenbeck

Legal name

Wiedenbeck, Inc.

Website

https://wiedenbeck.com

Company type

Private

Founded year

1894

Operating status

Operating

Headcount range

11–50 employees

Short description

Wiedenbeck, Inc. is a fourth-generation, family-owned metal supplier and custom fabrication shop in Madison, Wisconsin, distributing steel, aluminum, stainless, copper, and brass and providing cutting, bending, welding, and forming services to construction firms, industrial manufacturers, and contractors in Southern Wisconsin.

Ownership category

akta.pro rank

Product category

Metal Fabrication Services

NAICS

Plate Work and Fabricated Structural Product Manufacturing (33231), Other Fabricated Metal Product Manufacturing (3329)

SIC

Sheet Metal Work (3444), Fabricated Structural Metal Products (3440)

akta.pro primary industry

Welding, Fabrication & Field Machining Services (On-site) (IMAIACAD)

akta.pro secondary industry

Industrial Saws & Cutting Systems (Band/Circular Saws, Abrasive Cutting) (IMAHADAL)

Keywords

• Metal fabrication services
• Metal supply distribution
• Industrial construction supplies
• Precision metal cutting
• Custom metal bending

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Metal and Construction Supply Sales: Sale of metals (steel, aluminum, stainless steel), industrial supplies, and construction materials. Products include various metal shapes, fasteners, hand tools, cutting tools, safety equipment, and hardware. Sales are made directly to customers with various payment options including cash, check, credit card, and credit account with 30-day payment terms.
2. Custom Metal Fabrication Services: Value-added metal fabrication services including precision saw cutting, press brake bending, shearing, welding, punching, notching, drilling, flame/plasma cutting, pipe bending, rolling, and threading. Services range from concept development through finished product delivery to customer job site.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Wiedenbeck, Inc. is a family-owned Madison, WI metal supplier and custom fabricator that sells mill-certified metals (steel, aluminum, stainless steel, copper, brass) along with industrial/construction supplies and metalworking consumables. The company's value-added core offering is custom metal fabrication services—press brake forming, shearing, precision saw cutting, flame/plasma cutting, welding, punching, notching, drilling, pipe bending, plate rolling, and threading—performed to customer specifications from concept through finished part, with direct delivery to the customer's office or job site.

Product overview

Wiedenbeck is a family-owned metal supplier and fabrication company founded in 1894, offering a portfolio of four interconnected product and service categories. The core offering consists of metals (steel, aluminum, stainless steel, copper, and brass) sold as stock in various forms including angles, beams, channels, plate, pipe, sheet, tubing, and wire. This is complemented by industrial and construction supplies (fasteners, hand tools, safety equipment, MRO items) and metalworking consumables (abrasives, cutting tools, welding supplies). The company differentiates through value-added custom metal fabrication services including precision saw cutting, shearing, press brake bending, flame/plasma cutting, punching, notching, drilling, welding, pipe bending, rolling, and threading, which transform raw metal stock into customer-specified components. The product line is distributed through their Madison, WI facility with delivery throughout Southern Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Industrial and Construction Supplies
• Metalworking Supplies
• Mill-Certified Metals (Steel, Aluminum, Stainless, Copper, Brass)
• Custom Metal Fabrication Services
• Concept Development and Design Consultation
• Press Brake Forming and Bending
• Shearing (Plate and Sheet)
• Precision Saw Cutting
• Flame and Plasma Cutting
• Welding Services (MIG, TIG, Stud)
• Punching
• Pipe Bending
• Rolling Plate and Sheet
• Drilling and Countersinking
• Notching
• Angle, Flat, and Rod Shearing
• Threading Pipe and Rod

Quantifiable outcome

• Precision bending with +/- 0.001 inch repeat accuracy
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators4 records

Recent moves6 records

Expansion highlights2 records

Broad incumbents

• Ryerson: Ryerson is a large North American metals distributor and value-added processor offering cutting, bending, and fabrication services across a wide footprint. Comparable to Wiedenbeck's core offering but operating at significantly greater scale and geographic breadth.
• Grainger: Grainger is a broad-line industrial MRO distributor carrying cutting tools, hand tools, fasteners, and metalworking consumables — overlapping with Wiedenbeck's industrial and construction supplies line, although Grainger does not provide custom fabrication.
• McMaster-Carr: McMaster-Carr is a leading catalog and e-commerce industrial supplier offering metals, fasteners, hand tools, and metalworking supplies with same-day shipping — competitive with Wiedenbeck's mail-order/Continental US supply business.
• Fastenal: Fastenal distributes fasteners, tools, and MRO supplies with strong local-branch service — comparable to the supply side of Wiedenbeck's offering, though Fastenal's model is branch-based vending rather than custom fabrication.

Regional players

• Fox Metals & Welding: Fox Metals & Welding is a smaller, regional fabrication and metal supplier operating in a different U.S. geography — comparable in scale and service mix to Wiedenbeck but not in direct competitive territory.
• Banner Metals Group: Banner Metals is a regional metal service center providing cutting, forming, and fabrication in select U.S. markets — a regional peer that competes with Wiedenbeck in similar contract-fabrication work in non-overlapping geographies.

Direct peers

• Alro Steel: Alro is a metals service center and fabrication shop operating across the U.S. Midwest and beyond, distributing steel, aluminum, and stainless products alongside cutting, bending, and machining services — directly comparable to Wiedenbeck's bundled supply-plus-fabrication model.
• Metals Depot: Metals Depot is an online retailer of steel, aluminum, and stainless products offering cut-to-size metal via UPS shipment — directly competitive with Wiedenbeck's mail-order/Continental US channel.
• OnlineMetals.com: OnlineMetals is an e-commerce metals distributor offering small-quantity cuts and shipped orders of steel, aluminum, and other metals nationwide — overlapping with Wiedenbeck's Continental US shipping capability but serving a more fragmented, lower-volume buyer.
• Kloeckner Metals: Kloeckner is a metals distributor with significant in-house processing and fabrication capabilities (cutting, forming, machining) serving construction and industrial customers — a direct peer to Wiedenbeck in business model, although at much larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wiedenbeck-inc

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 Wiedenbeck