Homecrest

What Homecrest does

Homecrest Cabinetry is a U.S.-based manufacturer of affordable kitchen and bathroom cabinets operating as a brand under MasterBrand Cabinets LLC, which is in turn a subsidiary of the publicly traded MasterBrand, Inc. Headquartered in Jasper, Indiana, the company offers a broad product portfolio comprising 19 door styles (including Arbor, Bexley, Dover, Haylan, Lautner, Sedona, and Wexford) across six material families (Hickory, Maple, Oak, Painted Hardwood, Rustic Hickory, and the proprietary PureStyle™ wrapped MDF). Its flagship differentiators are Custom Choice™, a built-to-order program that tailors cabinet dimensions to the homeowner's actual space rather than forcing standard sizes, and PureStyle™, a wrapped door and drawer front technology that delivers a paint-like finish with resistance to scratching, fading, and surface water. The company also offers 6-way adjustable hinges, a Complements collection of interior organization accessories, and specialty products such as floating shelves and utility cabinets with roll trays.

Homecrest generates revenue exclusively through one-time product sales of cabinets and vanities, distributed through a network of authorized dealers and distributors across the United States, Canada, and Mexico, with no direct-to-consumer online purchasing channel. Pricing is not publicly disclosed and is set at the dealer level. The primary customer segment is residential homeowners undertaking kitchen and bathroom remodels or new construction, supported by secondary segments of builders, contractors, and developers (covered by a transferable limited lifetime warranty) and a smaller commercial/investment-property segment (covered by a one-year limited commercial warranty). Marketing is content-driven: a free planning guide, budget calculator, inspiration gallery, email newsletter, YouTube channel, and MasterBrand Design Blog drive top-of-funnel awareness, while a dealer locator tool on the website functions as the primary conversion mechanism.

Strategically, Homecrest leverages the scale and infrastructure of the MasterBrand corporate family — shared manufacturing, distribution logistics, warranty administration through MasterBrand Cabinets LLC, and the MasterBrand Connect dealer portal — to compete in the affordable tier of the North American cabinetry market, a mature category whose demand is closely tied to U.S. housing starts and residential remodeling cycles.

Name

Homecrest

Legal name

MasterBrand Cabinets LLC

Website

https://homecrestcabinetry.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

101–250 employees

Short description

Homecrest Cabinetry is an affordable kitchen and bathroom cabinet manufacturer, operating as a brand under MasterBrand Cabinets LLC. It sells 19 door styles across multiple materials via an authorized dealer network across the United States, Canada, and Mexico, serving residential homeowners, builders, and small commercial buyers.

Ownership category

akta.pro rank

Product category

Kitchen & Bathroom Cabinetry

NAICS

Wood Kitchen Cabinet and Countertop Manufacturing (337110)

SIC

Household Furniture (2510)

akta.pro primary industry

Custom Cabinet Design & Build (HSAPAIAA)

akta.pro secondary industry

Built-In Shelving, Niches & Custom Interior Features (HSAPAFAG)

Keywords

• Kitchen cabinets
• Bathroom vanities
• Built-to-order cabinetry
• Cabinet door styles
• Cabinet hardware

Headquarters

HQ city

Jasper

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, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Cabinet and Vanity Manufacturing and Sales: Homecrest generates revenue through the manufacture and sale of kitchen and bathroom cabinets and vanities. Products are sold exclusively through authorized dealers and distributors. The company offers built-to-order (Custom Choice™) and standard product lines. Revenue is derived from one-time product sales to end consumers via the dealer channel.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Homecrest designs, manufactures, and sells affordable kitchen and bathroom cabinets and vanities through a network of authorized dealers and distributors. Its catalog includes 19 named door styles in multiple wood species and finishes, a built-to-order Custom Choice™ line, PureStyle™ wrapped-door fronts, specialty products, organizational cabinet interiors, and decorative hardware.

Product overview

Homecrest Cabinetry is a manufacturer of affordable bathroom and kitchen cabinets offering a comprehensive portfolio of door styles, materials, finishes, and organizational accessories. The core product line includes 19 distinct door styles (Arbor, Bexley, Bishop, Chalet, Darwyn, Dover, Fyfer, Haylan, Highland, Joplin, Kendrick, Kenosha, Lautner, Piper, Rosedale, Sedona, Waldron, Welzin, Wexford) available in multiple materials (Hickory, Maple, Oak, Painted Hardwood, Rustic Hickory, and PureStyle). The portfolio includes Custom Choice Cabinetry as a built-to-order offering with flexible sizing, PureStyle as a durable wrapped-door technology, and various specialty products including floating shelves, utility cabinets with roll trays, and hardware accessories. The company operates as part of MasterBrand Cabinets LLC, headquartered in Jasper, Indiana.

Differentiator

Problem solved

Functional benefit

Brands

• PureStyle: A durable, paint-like finish product line offering color consistency and resistance to scratching, fading, and surface water.
• Custom Choice
• Complements

Products and services

• Arbor Door Style Shaker-style cabinet door with modern materials and homespun styling, offering a fresh transitional look and exceptional value for kitchen and bathroom cabinetry.
• Bexley Door Style Flat-panel cabinet door with a transitional style and modern features, designed as a modified full overlay for kitchen and bath cabinetry.
• Bishop Door Style Transitional recessed panel door with a sophisticated look suitable for any room of the home.
• Chalet Door Style Slab cabinet door with contemporary styling, clean lines, and straightforward sensibilities for kitchen and bath cabinetry.
• Darwyn Door Style Simplistic Shaker-style cabinet door positioned as a timeless choice for kitchen and bath cabinetry.
• Dover Door Style Shaker-style cabinet door allowing personal decorative style to shine through in tastefully understated cabinets.
• Fyfer Door Style Raised panel door with a transitional, simple, classic style that works with most décor preferences.
• Haylan Door Style Slim Shaker cabinet door with a sophisticated, sleek minimalist look that preserves classic Shaker design.
• Highland Door Style Mitered cabinet door style offering an extra touch of style for kitchens and baths.
• Joplin Door Style Recessed panel door style creating a sophisticated look suitable for any room of the home.
• Kendrick Door Style Shaker style with additional flair in door details, blending traditional and contemporary styles.
• Kenosha Door Style Shaker styling with additional flair blending traditional and contemporary design.
• Lautner Door Style Recessed panel cabinet doors with crisp, clean-lined profiling ideal for fresh, sleek transitional styling in any finish.
• Piper Door Style Transitional door style positioning as a versatile option for any home.
• Rosedale Door Style Trendy recessed panel door style that works well with a variety of design preferences and a balanced level of detail.
• Sedona Door Style Shaker-style cabinet doors combining Arts and Crafts tradition with contemporary touches for fashionable comfort in any room.
• Waldron Door Style Recessed panel door with subtle tailoring and details providing just the right amount of interest; also available with 5-piece drawer front.
• Welzin Door Style Recessed panel door with simple, classic styling that allows it to match any décor.
• Wexford Door Style Raised panel cabinet door with classic, simple styling in the transitional category, pairing with almost any décor.
• Custom Choice Cabinetry Built-to-order cabinetry program designed to tailor cabinets to the home's actual dimensions rather than forcing spaces to fit standard sizes, offering flexibility and faster timelines for homeowners.
• PureStyle Door and Drawer Fronts Wrapped door and drawer front design solution delivering crisp, clean details and a durable, paint-like finish with color consistency and resistance to scratching, fading, and surface water.
• Floating Shelves On-trend floating shelves for a clean, casual lifestyle, offering a modern way to store and display items in kitchens, baths, and living spaces.
• Utility Cabinet with Roll Trays Utility cabinet that maximizes storage capacity and is equipped with roll trays to make items easy to reach.
• Knob 1909 Hardware Decorative Champagne bronze cabinet knob offering a finishing touch for cabinetry.
• Pull T1015 Hardware Cabinet hardware pull designed as a finishing design statement for cabinetry.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Homeward Custom HomesminorStrategic or Co-development PartnerHomeward Custom Homes collaborated with Homecrest Cabinetry and Sims-Lohman on a design spotlight project. Homecrest's Custom Choice Cabinetry was featured in a kitchen design created by Homeward Custom Homes, demonstrating the flexibility of Homecrest's built-to-order cabinetry in a custom home context.
• Sims-LohmanminorChannel Partner/ Reseller/ DistributorSims-Lohman served as the distributor partner in a collaborative design spotlight with Homeward Custom Homes and Homecrest Cabinetry. The partnership showcased how Homecrest's Custom Choice Cabinetry, combined with Sims-Lohman's distribution reach, enables custom home builders to achieve distinctive kitchen designs.
• MasterBrand Cabinets LLCcoreOthersMasterBrand Cabinets LLC is the parent company of Homecrest Cabinetry. Homecrest is one of multiple cabinetry brands under the MasterBrand umbrella. MasterBrand provides corporate infrastructure, warranty support (through MasterBrand Cabinets LLC), dealer connectivity (MasterBrand Connect portal), and shared manufacturing capabilities.
• MarkraftminorOthersMarkraft was a third-party supplier that sourced Homecrest cabinets for a specific project — the 2017 St. Jude Dream Home. Homecrest cabinets (Lautner door style, Alpine finish) were supplied by Markraft for this charitable project. This is a one-time project reference rather than an ongoing partnership.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Omega Cabinetry: Omega Cabinetry is a mid-market cabinet manufacturer offering semi-custom and full-custom kitchen and bath cabinets through dealers. Overlaps with Homecrest on cabinet category, dealer distribution, and remodel customer base.
• Kemper Cabinetry: Kemper is a sibling brand under MasterBrand Cabinets LLC serving the affordable-to-mid-market cabinet segment through dealers. Directly comparable product positioning, distribution channel, and customer base.
• Waypoint Living Spaces: Waypoint is a national cabinet brand sold primarily through The Home Depot, serving DIY remodelers and builders. Comparable to Homecrest in product category and mid-market price point, with a more retail-channel-focused model.
• American Woodmark Corporation: American Woodmark (NASDAQ: AMWD) is one of the largest independent manufacturers of kitchen and bath cabinets in North America, serving new construction and remodel via dealers and home centers. Directly comparable to Homecrest in scale, channel, and product category.
• Diamond Cabinetry: Diamond Cabinetry is a sibling brand under MasterBrand serving semi-custom and premium kitchen/bath markets via dealers. Comparable in product category and dealer distribution to Homecrest.
• Shenandoah Cabinetry: Shenandoah Cabinetry is a regional cabinet manufacturer serving dealers and home centers with kitchen and bath products. Comparable in mid-market positioning and dealer-channel go-to-market to Homecrest.

Emerging players

• CliqStudios: CliqStudios is a DTC cabinet retailer offering online design and ordering with delivery across the US. Represents an emerging direct-to-consumer model that contrasts with Homecrest's dealer-only distribution.
• Fabuwood: Fabuwood is a fast-growing cabinet manufacturer combining factory-direct pricing with dealer showrooms in select markets. Targets the same affordable-to-mid-market customer as Homecrest with a more DTC-leaning brand identity.

Broad incumbents

• IKEA (Kitchen division): IKEA offers modular kitchen cabinetry and fronts at value price points through global big-box retail. Comparable to Homecrest as an alternative affordable kitchen cabinet source for homeowners, though IKEA operates a fundamentally different supply and channel model.
• Masco Corporation: Masco is a large home improvement products manufacturer (faucets, coatings, cabinets). Historically operated cabinet brands (Kemper, Field Stone) and remains adjacent to the cabinet category through its home improvement portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/HomecrestCabinetry
• LinkedInlinkedin.com/company/badhar-kitchen-cabinets

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 Homecrest