Woodstock Soapstone Company

What Woodstock Soapstone Company does

Woodstock Soapstone Company is a privately held New Hampshire-based manufacturer founded in 1978 that designs and builds premium soapstone and hybrid wood stoves, soapstone gas stoves, and replacement parts, selling exclusively direct-to-consumer through its woodstove.com e-commerce site, an 800-number phone line, and a factory showroom in West Lebanon, NH. Its core products include a hybrid line (Progress Hybrid, Ideal Steel Hybrid, Absolute Steel Hybrid, Survival Hybrid) that combines catalytic combustors with secondary combustion, traditional soapstone wood stoves (Fireview, Keystone, Palladian), and three gas stove models (Fireside Franklin, Cottage Franklin, Mini Franklin). The company's technical differentiation rests on its hybrid combustion architecture, a stainless steel diesel-foil catalyst (~0.003 in. wall thickness delivering roughly 50% more open area and 60% more surface area than ceramic catalysts), and double-layer soapstone thermal mass construction that yields EPA-certified performance metrics including a top-of-list 81% efficiency on the Progress Hybrid and 0.50 gm/hr emissions on the Absolute Steel Hybrid.

The business operates a factory-direct model with no third-party dealers: revenue is generated from unit hardware sales of $3,000-$5,000 stoves plus a recurring stream of model-specific replacement catalytic combustors ($260-$325) and maintenance kits. The customer base is entirely US residential homeowners seeking primary, supplementary, off-grid, or emergency heating, with secondary emphasis on environmentally conscious buyers and small-space heating use cases. Woodstock relies on owned digital channels (e-commerce site, blog, email), social media (Facebook, YouTube), and annual factory Open House events for marketing. The company has operated debt-free since paying off its mortgage in 2010, is led by President Thomas Morrissey, employs 11-50 people, and has shown a steady cadence of new product launches roughly every 1-3 years from 2011 onward, most recently adding an in-house fiber optic laser cutter to its manufacturing equipment in July 2024.

Name

Woodstock Soapstone Company

Legal name

Woodstock Soapstone Company Inc.

Website

https://woodstove.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Woodstock Soapstone Company, founded 1978 in West Lebanon, NH, designs and manufactures premium hybrid and traditional soapstone wood stoves, gas stoves, and replacement parts, selling factory-direct to US residential homeowners through its e-commerce site, phone sales, and showroom.

Ownership category

akta.pro rank

Headquarters

HQ city

West Lebanon

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, Marketing or Sales, Technology or R&D

Revenue model

1. Wood Stove Sales: Primary revenue from manufacturing and selling soapstone wood stoves including models: Progress Hybrid, Fireview, Keystone, Palladian, Ideal Steel Hybrid, Absolute Steel Hybrid, Survival Hybrid.
2. Gas Stove Sales: Sales of soapstone gas stoves including Fireside Franklin, Cottage Franklin, and Mini Franklin models. Gas stoves use LP or natural gas and require no power.
3. Parts and Accessories: Replacement catalytic combustors, maintenance kits, stove pipe (single wall, close clearance, stainless chimney), gas vent pipe, tools, accessories, stove paint, and ash buckets.
4. Factory Direct Sales: Direct factory sales model with showroom at West Lebanon, NH location. Customers can pick up stoves directly.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Woodstock Soapstone Company designs and manufactures premium soapstone and hybrid wood stoves (Progress Hybrid, Fireview, Keystone, Palladian, Ideal Steel Hybrid, Absolute Steel Hybrid, Survival Hybrid), soapstone gas stoves (Fireside Franklin, Cottage Franklin, Mini Franklin), and a full line of replacement parts (catalytic combustors, maintenance kits) and accessories (stove pipe, venting, paint). Stoves are sold factory-direct to U.S. homeowners through the company's e-commerce site, phone ordering, and an in-person showroom in West Lebanon, NH.

Product overview

Woodstock Soapstone Company manufactures a comprehensive line of premium wood and gas heating stoves, parts, and accessories. The product portfolio centers on hybrid wood stoves (Progress, Ideal Steel, Absolute Steel, Survival models) that combine catalytic combustor technology with secondary combustion systems for ultra-clean burning and high efficiency. Traditional soapstone wood stoves (Fireview, Keystone, Palladian) offer classic designs with radiant heat storage. Gas stoves (Fireside Franklin, Cottage Franklin, Mini Franklin) provide convenient backup heating. The company also offers extensive replacement parts (catalytic combustors, maintenance kits), stove pipe and venting accessories, and finishing products like stove paint. All products are manufactured at the company's Vermont facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Progress Hybrid Wood Stove (Model 209) Premium hybrid wood stove combining catalytic combustor with secondary combustion for U.S. homeowners seeking clean, efficient residential heating. EPA certified with 81% efficiency, 2.7 cu. ft. firebox, and 10,000-80,000 BTU/hr output.
• Fireview Soapstone Wood Stove (Model 205)

Quantifiable outcome

• Ultra low 0.50 gm/hr emissions achieved on Absolute Steel Hybrid model
• +3 more outcomes

Named customers9 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

Feature6 records

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Osburn (SBI - Stove Builder International): Canadian wood stove manufacturer within the SBI family of brands. Comparable in EPA-certified high-efficiency wood stoves and product portfolio breadth.
• Pacific Energy: Canadian wood stove manufacturer focused on high-efficiency, clean-burning units. Comparable in EPA performance positioning and premium residential heating product focus.
• Harman: Premium wood and pellet stove manufacturer known for high-efficiency designs and long burn times. Closely comparable in technology sophistication and premium positioning.
• Vermont Castings: Iconic wood and gas stove manufacturer founded in Vermont with comparable product lines. Notably, Woodstock's designers (Vance Smith and Al Wilker) previously designed stoves for Vermont Castings, making it a strong precedent comparable.
• Jotul: Norwegian-origin cast iron wood and gas stove manufacturer with strong U.S. presence. Comparable premium positioning and direct-to-consumer plus dealer distribution model.
• Travis Industries: U.S. manufacturer of Lopi, Avalon, and other premium wood, gas, and pellet stoves. Comparable in product breadth and high-efficiency positioning; larger scale creates a competitive benchmark.
• Blaze King: Wood stove manufacturer specializing in high-efficiency catalytic and non-catalytic stoves with strong EPA performance credentials. Highly comparable in technology positioning and customer overlap.
• HearthStone Quality Home Heating Products: Premium soapstone and cast iron stove manufacturer headquartered in Vermont with a similar direct-to-consumer and dealer model. Closest direct competitor in the high-end soapstone wood stove category.

Broad incumbents

• Quadra-Fire: Established wood and pellet stove brand owned by Hearth & Home Technologies. Larger and more broadly distributed than Woodstock, offering a comparable technology base but at greater scale.
• Regency Fireplace Products: Large Canadian-based manufacturer of fireplaces, inserts, and stoves with broad HVAC and hearth product portfolio. Overlaps in wood and gas stove categories but operates at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/WoodstockSoap/videos
• Facebookfacebook.com/profile.php
• Xx.com/woodstoves
• LinkedInlinkedin.com/company/woodstock-soapstone-company-inc-

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 Woodstock Soapstone Company