Chelsea Plank Flooring

What Chelsea Plank Flooring does

Chelsea Plank Flooring, manufactured by Frame Industries, Inc., is a Chelsea, Michigan-based producer of prefinished 3/4-inch solid hardwood plank flooring. The company operates a single 92,000-square-foot vertically integrated facility that runs from kiln-dried northern-growth lumber through ripping, precision molding, an in-house finish line installed in 2003, and packaging, with single-shift throughput of approximately 22,000 board feet per day. Its product line is organized into four series—Chateau (Select Grade), Craftsman (Character Grade), Cottage (Character Grade with textured surface), and Lodge (Extreme Character Grade)—spanning more than 60 color and style options, plus a patented Pattern Plank mixed-width installation format that improves lumber yield and reduces the "bowling alley effect" of long joint runs.

The firm sells exclusively through an authorized dealer network in the United States; it does not operate direct-to-consumer e-commerce or company-owned showrooms. Customers are custom home builders, homeowners, and flooring contractors who purchase through dealers on a quote-based pricing model that varies by species, grade, width, and finish. Manufacturing is supported by proprietary process technology, including founder-designed distressing machinery patented in 2003 that enables the Lodge Series, and computer-assisted automated material handling added in 2015-2016. Distribution, brand, and education are driven through the company website, an Instagram channel, and dealer-led local marketing.

The business is privately held by the Frame family. David and Lisa Frame founded Frame Hardwoods in 1994 from a logging business started in 1989; daughter Megan Frame assumed full-time operational management in 2014. In 2022 the parent entity was renamed Frame Industries, Inc. and a sibling venture, Great Lakes Applied Power, was launched to sell solar power systems, signaling modest diversification beyond flooring while keeping the original solid hardwood plank business as the core.

Name

Chelsea Plank Flooring

Legal name

Frame Industries, Inc.

Website

https://plankflooring.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Frame Industries, Inc. manufactures Chelsea Plank Flooring, a US-made prefinished 3/4-inch solid hardwood plank flooring line of more than 60 styles across four grades, sold exclusively through an authorized dealer network to custom home builders, homeowners, and flooring contractors.

Ownership category

akta.pro rank

Product category

Hardwood Flooring

NAICS

Other Millwork (including Flooring) (321918), Custom Architectural Woodwork and Millwork Manufacturing (337212)

SIC

Millwood, Veneer, Plywood, & Structural Wood Members (2430), Lumber & Wood Products (No Furniture) (2400)

akta.pro primary industry

Engineered Wood Flooring Substrates & Panels (IMAMACAL)

akta.pro secondary industry

Hardwood Floor Installation (HSAPAGAA)

Keywords

• Solid hardwood flooring
• Prefinished plank flooring
• Hardwood floor manufacturing
• Pattern plank installation
• Domestic wood flooring

Headquarters

HQ city

Chelsea

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Solid Hardwood Flooring Products: Chelsea Plank Flooring generates revenue through the manufacture and sale of prefinished 3/4" solid hardwood plank flooring. Products are sold in four series (Chateau, Craftsman, Cottage, Lodge) with over 60 unique color and style options. Sales are made exclusively through authorized dealers, not direct to consumers. The company sells both single-width planks and Pattern Plank installation formats. Revenue is one-time at point of sale for flooring products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Chelsea Plank Flooring manufactures prefinished 3/4-inch solid hardwood plank flooring from northern growth timber in its Chelsea, Michigan facility, offering over 60 color and style options across four grade-based series (Chateau Select, Craftsman Character, Cottage Character/Textured, Lodge Extreme Character). Products are sold exclusively through an authorized dealer network across the United States, with no direct-to-consumer sales. The company's signature Pattern Plank installation format combines mixed-width planks (3/4/5", 3/4/6", 4/5/6") to deliver unique, non-repeating floors while improving lumber utilization.

Product overview

Chelsea Plank Flooring is a manufacturer of prefinished 3/4" solid hardwood plank flooring, produced by Frame Industries, Inc. The product portfolio consists of four distinct series differentiated by wood grade and character: Chateau Series (Select Grade) for a clean, refined look; Craftsman Series (Character Grade) for moderate natural character; Cottage Series (Character Grade with textured surface) for rustic appearance; and Lodge Series (Extreme Character Grade) for bold, rustic aesthetics. The flooring is manufactured in Chelsea, Michigan using northern growth timber and finished with multi-layer, UV cured urethane that is formaldehyde free with zero VOC outgassing. The company also offers Pattern Plank installation—a mixed-width repeating pattern (commonly 3/4/5", 3/4/6", or 4/5/6" combinations) that creates unique, non-repeating floor patterns.

Differentiator

Problem solved

Functional benefit

Products and services

• Chateau Series Solid Hardwood Plank Flooring Select Grade prefinished 3/4" solid hardwood plank flooring offering a clean, consistent appearance with minimal character marks and a refined aesthetic for custom homes and upscale residential projects.
• Craftsman Series Solid Hardwood Plank Flooring Character Grade prefinished 3/4" solid hardwood plank flooring featuring natural character with moderate grain variation and color contrast for traditional residential applications.
• Cottage Series Solid Hardwood Plank Flooring Character Grade prefinished 3/4" solid hardwood plank flooring with a textured surface that combines natural character marks with enhanced surface texture for a rustic appearance in residential settings.
• Lodge Series Solid Hardwood Plank Flooring Extreme Character Grade prefinished 3/4" solid hardwood plank flooring featuring pronounced natural character including prominent grain patterns, knots, and color variation for a bold, rustic look in cabins and lodge-style homes.
• Pattern Plank Installation Format Mixed-width repeating pattern installation using 3/4/5", 3/4/6", or 4/5/6" width combinations that creates unique, non-repeating floor patterns while improving lumber utilization and preventing the 'Bowling Alley Effect.'

Quantifiable outcome

• 22,000 board feet processed per day in one 10-hour shift

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves11 records

Expansion highlights4 records

Direct peers

• Hallmark Floors: Hallmark is a US hardwood flooring manufacturer offering solid and engineered planks across multiple collections. Comparable as a multi-tier solid hardwood manufacturer selling through specialty dealers with similar grade variation (select to rustic) and character-grade focus.
• Carlisle Wide Plank Floors: Carlisle is a premium solid wide-plank hardwood flooring manufacturer serving custom homes, with dealer-based distribution. Highly comparable on premium positioning, solid plank offering, and custom-home builder customer base.
• Provenza Floors: Provenza is a US-based hardwood flooring brand offering premium solid and engineered planks with a strong character-grade and designer-finish assortment. Comparable on premium aesthetic positioning, dealer distribution, and curated product portfolio approach.
• Somerset Hardwood Flooring: Somerset is a US-based, family-owned manufacturer of solid and engineered prefinished hardwood flooring with a comparable premium positioning and authorized dealer distribution model. Closest match to Chelsea Plank on product (solid plank flooring), geography (US-made), and channel (specialty dealer network).
• DuChâteau Floors: DuChâteau is a premium hardwood flooring manufacturer focused on distinctive, European-influenced solid and engineered planks. Comparable on premium positioning, designer finishes, and serving custom-home and design-focused dealer channels.

Broad incumbents

• Mannington Mills: Mannington is a large, established US flooring manufacturer offering hardwood alongside resilient, laminate, and commercial products. Overlaps with Chelsea Plank in hardwood flooring manufacturing but at significantly greater scale and broader portfolio.
• Mohawk Industries: Mohawk is the largest US flooring manufacturer with extensive hardwood offerings (including the Mohawk, Karastan, and Columbia brands). Provides scale context as a broad incumbent whose engineered/LVP investments compete with Chelsea Plank's solid-only portfolio.
• Shaw Industries: Shaw is one of the largest US flooring manufacturers with a broad hardwood, carpet, tile, and resilient portfolio under multiple brands. Overlaps as a domestic hardwood flooring producer but competes across the full price spectrum rather than the premium niche.
• AHF Products (Bruce Hardwood): AHF Products manufactures Bruce, Hartco, and Robbins solid hardwood flooring, one of the most recognized legacy US hardwood brands. Comparable on solid plank manufacturing but with mass-market and big-box distribution rather than premium specialty channels.

Regional players

• Hurst Hardwoods: Hurst Hardwoods is a US online and brick-and-mortar specialty flooring retailer and wholesaler of solid hardwood flooring. Comparable as a solid hardwood flooring specialist but operates a direct-to-consumer/retail channel rather than a manufacturer-to-dealer model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/chelseaplankflooring
• LinkedInlinkedin.com/company/chelsea-plank-flooring

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Chelsea Plank Flooring