Stoughton Lumber

What Stoughton Lumber does

Stoughton Lumber Company, Inc. is a privately held, family-owned hardware and building materials retailer operating three retail locations in Southcentral Wisconsin — Stoughton (headquarters, 3188 Deer Point Dr.), Orfordville (602 W Brodhead Street), and Evansville (755 Brown School Rd). The company has operated for over 90 years and is an Ace Hardware franchisee, offering a broad assortment spanning lumber and building materials, general hardware, paint/caulk/stain, plumbing/electrical/HVAC supplies, lawn and garden products, hand and power tools, grills (Weber, Traeger, Big Green Egg, Blackstone, Recteq), kitchen and bath cabinetry and countertops, Yeti coolers, and garage doors and openers. A specialized Trex composite decking sub-brand operates from a dedicated URL (decking.stoughtonlumber.com) with in-stock selection positioned as broader than big-box peers, complemented by a dedicated garage doors sub-brand (garagedoors.stoughtonlumber.com). The company also operates a multi-category equipment rental center covering concrete tools, construction tools, heavy equipment, lawn and garden, tree care, portable restrooms, scaffolding, and moving/packing supplies, with an online rental booking portal.

Core technology is conventional retail point-of-sale, contractor account management, and online rental booking — not proprietary software. Distribution is anchored by three physical stores with owned delivery trucks operating 7 days a week within a 60-mile radius covering approximately 27 communities across the Madison metropolitan area (Beloit, Madison, Middleton, Janesville, Verona, Sun Prairie, Cottage Grove, Oregon, Edgerton, Fort Atkinson, Lake Mills, and others). Revenue is generated through five streams: one-time retail product sales, equipment rental transactions (4-hour to 4-week tiered pricing), recurring contractor monthly billing accounts, delivery fees, and special-order product sales including Trex decking, cabinets, and countertops. Customer segments are split between DIY homeowners (transactional retail and rental) and local contractors (recurring monthly billing with credit applications, project estimating, and job-site delivery), with secondary long-tail demand from event organizers, landscapers, and small businesses renting equipment. Pricing is quote-based for retail, tier-based per-unit for rentals, and discount-based subscription for qualified contractor accounts.

The firm has 11–50 employees, no disclosed revenue or institutional ownership, and operates entirely within regional Wisconsin geography with no global footprint. Strategic supplier relationships include Ace Hardware (franchise co-operative), Trex Company (authorized specialty dealer), and a roster of brand partnerships across outdoor power equipment (Stihl, Husqvarna, Toro, Ferris, Simplicity). The company is privately held with no funding rounds, M&A activity, leadership changes, or regulatory actions disclosed in available materials.

Name

Stoughton Lumber

Legal name

Stoughton Lumber Company, Inc.

Website

https://stoughtonlumber.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Stoughton Lumber Company, Inc. is a privately held, family-owned Ace Hardware franchisee operating three hardware and lumber retail locations in Southcentral Wisconsin, serving DIY homeowners and local contractors across a 60-mile Madison-area delivery radius with building materials, Trex decking, equipment rentals, and contractor monthly billing accounts.

Ownership category

akta.pro rank

Product category

Hardware Retail

NAICS

Hardware Retailers (44414), Home Centers (444110)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

General Home Improvement & Hardware Stores (CRAIADAA)

Keywords

• Hardware retail
• Building materials
• Lumber supply
• Equipment rental
• Contractor supplies

Headquarters

HQ city

Stoughton

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Hardware, lumber, building materials, paint, plumbing, electrical, lawn & garden, tools, grills, and related home improvement products sold at three retail locations.
2. Equipment Rentals: Tool and equipment rentals including concrete tools, construction tools, heavy equipment, lawn & garden equipment, moving & packing, tree care equipment, portable restrooms, and scaffolding. Rental periods from 4 hours to 4 weeks.
3. Contractor Accounts: Monthly billing accounts for contractors enabling purchases on one monthly statement with credit applications for each location.
4. Delivery Services: Delivery service for lumberyard materials and purchased products, available 7 days a week within 60-mile radius.
5. Special Order Products: Special order items including Trex decking products, cabinets, countertops, and other custom building materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Retail hardware, lumber, and building materials sold through three Ace Hardware franchise locations in Wisconsin (Stoughton, Orfordville, and Evansville), complemented by equipment rentals, repair services, and contractor-specific accounts with project estimating and monthly billing.

Product overview

Stoughton Lumber is a retail hardware store and lumber yard operating three Ace Hardware locations in Wisconsin (Stoughton, Orfordville, Evansville). The company offers a comprehensive portfolio of building materials and home improvement products centered around Trex composite decking as a key product line, complemented by traditional lumber, hardware, plumbing, electrical, paint, lawn & garden supplies, tools, grills, cabinets, and garage doors. The company also operates a rental center for equipment and tools, provides power equipment repair services, and offers specialized contractor services including delivery, project estimating, and commercial accounts. The Trex product ecosystem includes composite decking boards, railings (metal, composite, glass, mesh), LED lighting, hardware/fasteners, and fascia/trim boards—positioned as a premium, low-maintenance alternative to traditional wood decking.

Differentiator

Problem solved

Functional benefit

Brands

• Stoughton Lumber Decking: Composite decking division specializing in Trex products, featuring a dedicated showroom and delivery service for Trex composite decking, railings, and lighting.

Products and services

• Hardware and Lumber Retail

Quantifiable outcome

• Delivery available 7 days a week within 60-mile radius
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Ace HardwarecoreChannel Partner/ Reseller/ DistributorStoughton Lumber operates as an Ace Hardware franchise with three locations in Stoughton, Orfordville, and Evansville, Wisconsin. The Ace Hardware brand provides marketing support, brand recognition, and access to the Ace Rewards program.
• Trex CompanycoreChannel Partner/ Reseller/ DistributorStoughton Lumber is an authorized Trex dealer offering composite decking, railing, and lighting products. They maintain large in-stock inventory and have direct relationship with Trex for special orders. Website dedicated to Trex products at decking.stoughtonlumber.com.
• WeberminorChannel Partner/ Reseller/ DistributorWeber grills sold at Stoughton Lumber locations with trade-in offers during Grill Fest events.
• TraegerminorChannel Partner/ Reseller/ DistributorTraeger grills featured during Grill Fest events with trade-in discounts and demo days.
• Big Green EggminorChannel Partner/ Reseller/ DistributorBig Green Egg kamado grills sold with $150 trade-in discount offers during Grill Fest.
• BlackstoneminorChannel Partner/ Reseller/ DistributorBlackstone grills and cooking products featured during Grill Fest demo days.
• HusqvarnaminorChannel Partner/ Reseller/ DistributorHusqvarna chainsaws, lawn mowers, and outdoor power equipment sold at Stoughton Lumber.
• StihlminorChannel Partner/ Reseller/ DistributorStihl chainsaws and power equipment available, chainsaw sharpening services offered.
• TorominorChannel Partner/ Reseller/ DistributorToro lawn mowers sold at Stoughton Lumber locations.
• FerrisminorChannel Partner/ Reseller/ DistributorFerris zero-turn riding lawn mowers available for purchase.
• SimplicityminorChannel Partner/ Reseller/ DistributorSimplicity lawn tractors with exclusive Free Floating Mower Deck technology sold at Stoughton Lumber.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• True Value: Hardware cooperative operating a network of independent retail stores similar in model and category mix to Stoughton Lumber. Closely comparable as a brand-name independent hardware alternative serving local communities.
• Do it Best: Member-owned hardware and lumber cooperative that supports independent retailers with comparable product mix (hardware, lumber, building materials) and serves similar contractor and DIY customers.
• Ace Hardware: National hardware cooperative and franchisor of which Stoughton Lumber is a member-store operator. Direct peer as a franchise network of independent hardware retailers serving overlapping local markets with the same Helpful Hardware Folks value proposition.

Regional players

• Blain's Farm & Fleet: Regional farm-and-home retailer based in the upper Midwest with stores across Wisconsin, Illinois, Iowa, and Michigan. Comparable as a Midwestern independent retail chain selling hardware, tools, outdoor power equipment, and farm supplies to a similar rural/suburban customer base.
• County Materials Corporation: Wisconsin-based manufacturer and supplier of concrete, masonry, and landscape products (retaining walls, pavers) that Stoughton Lumber distributes. Comparable as a regional construction-materials supplier and partner ecosystem participant in the Wisconsin building-products supply chain.

Broad incumbents

• Tractor Supply Company: Rural-lifestyle retailer with stores in Wisconsin selling hardware, tools, lawn and garden equipment, and outdoor power — categories that overlap with Stoughton Lumber's lawn & garden and equipment rental offerings.
• Menards: Midwest-based big-box home improvement retailer operating stores across Wisconsin and surrounding states. Directly competes with Stoughton Lumber in lumber, hardware, building materials, and contractor supplies, but at vastly greater scale and SKU breadth.
• Harbor Freight Tools: Discount tool and equipment retailer with national footprint including Wisconsin locations. Competes most directly on hand and power tools, accessories, and equipment rentals, where it exerts pricing pressure on independents.
• Lowe's: Second-largest U.S. home improvement retailer with stores serving the same Madison-area market. Competes in the same core categories (lumber, hardware, paint, tools, plumbing, electrical) as Stoughton Lumber.
• The Home Depot: Largest U.S. home improvement specialty retailer with national footprint, including locations in the Madison metro area that compete for the same DIY and contractor customers Stoughton Lumber serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/StoughtonLumber

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 Stoughton Lumber