Schrock
Schrock is a U.S.-based semi-custom kitchen and bathroom cabinetry brand owned by MasterBrand Cabinets LLC, selling exclusively through authorized dealers across 29+ U.S. states and Canada via three tiered series (Entra, Trademark, Boutique) targeting residential renovation and new-construction projects.
- Company typePrivate
- Founded-
- HeadquartersJasper, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Schrock does
Schrock is a semi-custom kitchen and bathroom cabinetry brand operated as a subsidiary of MasterBrand Cabinets LLC, the largest cabinet manufacturer in the United States. The brand's portfolio is organized into three price-tiered series: the Entra entry-level line, the Trademark mid-range line, and the Boutique premium line built around all-plywood construction and custom sizing. Supporting the lineup are over 40 door styles across multiple wood species, more than 80 finish colors with specialty glazing, a frameless "full access" construction option, and a library of organizational accessories (SuperCabinet, lazy susans, pull-outs, K-Cup and spice storage, toekick vacuum cabinets), embellishments (crown moulding, corbels, feet), and specialty cabinets (wood range hoods, oven and warming-drawer cabinets, LED lighting).
The brand manufactures under moisture-controlled conditions and ships components primarily through third-party hardware suppliers including Blum (soft-close hinges and drawer glides) and Grass America. Schrock sells exclusively through an authorized dealer network spanning at least 29 U.S. states and Canada; consumers cannot purchase directly from the company and must go through an authorized dealer for consultation, design, ordering, and installation support. Pricing is not publicly disclosed and is set at the dealer level based on configuration, materials, and project size, with a limited lifetime warranty backing the product.
Marketing is multi-channel, anchored by the schrock.com product and inspiration galleries, a dealer locator, an exclusive email program, and active content presence on Houzz, Pinterest, and YouTube. The site integrates parent MasterBrand's AI-driven Rebode Jumpstarter style quiz and visualization tool to convert visitors into qualified leads funneled back to local dealers. Schrock shares marketing, engineering, sourcing, and dealer-program infrastructure with sibling MasterBrand brands Diamond and Kemper, deriving scale advantages from the parent's centralized operating model.
Schrock firmographics
Firmographics- Name
- Schrock
- Legal name
- MasterBrand Cabinets LLC
- Website
- https://schrock.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Schrock is a U.S.-based semi-custom kitchen and bathroom cabinetry brand owned by MasterBrand Cabinets LLC, selling exclusively through authorized dealers across 29+ U.S. states and Canada via three tiered series (Entra, Trademark, Boutique) targeting residential renovation and new-construction projects.
- Ownership category
- akta.pro rank
Schrock industry classification
Industry- Product category
- Kitchen & Bathroom Cabinetry
- NAICS
- Wood Kitchen Cabinet and Countertop Manufacturing (33711), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371)
- akta.pro primary industry
- Custom Cabinet Design & Build (HSAPAIAA)
Keywords
Where Schrock is headquartered
LocationHeadquarters
- HQ city
- Jasper
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Schrock business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Cabinet Sales: Schrock generates revenue through the sale of semi-custom cabinets for kitchens and bathrooms through its authorized dealer network. Dealers purchase cabinets from Schrock and resell to end consumers along with design consultation and installation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Three-tier product series spanning entry-level to premium |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Schrock product offering
Product offeringCore offering
Schrock manufactures and sells semi-custom kitchen and bathroom cabinetry under three product series (Boutique, Trademark, Entra) through an authorized network of cabinet dealers across the United States and Canada. The offering spans over 40 door styles, 80+ finish colors, specialty doors, organizational accessories, and specialty cabinetry products (wood hoods, oven cabinets). Schrock does not sell direct to consumers — every purchase is fulfilled through an authorized dealer who provides consultation, design, ordering, and installation support.
Product overview
Schrock Cabinetry is a semi-custom cabinet manufacturer for kitchens and bathrooms, organized under a three-tiered series structure: Boutique™ Series (premium, all-plywood, custom sizing), Trademark™ Series (mid-range with extensive finish and door style options), and Entra™ Series (entry-level semi-custom). The portfolio spans over 40 door styles across multiple materials (Maple, Hardwood, Cherry, Rustic Alder, Walnut, Quartersawn White Oak), over 80 finish colors with various glazing options, specialty doors (aluminum frames, glass inserts, mullion doors), embellishments (crown moulding, corbels, feet, legs), and organizational solutions (pull-outs, lazy susans, SuperCabinet system). Specialty products include wood range hoods, specialty cabinets, and LED lighting. Schrock is a subsidiary of MasterBrand Cabinets and sells exclusively through authorized dealers.
Differentiator
Problem solved
Functional benefit
Brands
- Boutique Series: The most premium series featuring all-plywood construction, curated styles, specialty finishes, and custom sizing.
- Trademark Series
- Entra Series
Products and services
- Boutique™ Series Schrock's most premium semi-custom cabinet series, featuring all-plywood construction, a curated collection of door styles, specialty finishes, and custom sizing for a truly personalized kitchen or bathroom space. Targeted at homeowners seeking high-end customization.
- Trademark™ Series Schrock's mid-range semi-custom cabinet series offering sophisticated style, intelligent design, a broader selection of finishes and door styles, and functional storage solutions for refined kitchens and bathrooms.
- Entra™ Series Schrock's entry-level semi-custom cabinet series featuring the most popular cabinet styles and finishes at an approachable price point, designed as an introduction to the world of semi-custom cabinetry.
- Specialty Products (Wood Hoods, Oven Cabinets, Warming Drawer Cabinets, Stacked Wall Cabinets) Specialty cabinetry items sold as part of Schrock kitchen projects, including Wood Hood Canopy Square, Waterfall Wood Hood, Artisan Wood Hood, Linear Wood Hood, Omni Wood Hood, Double Oven Cabinets, Warming Drawer Cabinets, appliance garage cabinets, and LED lighting options.
- Organization Products (Intelligent Storage Solutions) Intelligent storage and organization cabinetry including the SuperCabinet, Sink Base SuperCabinet with CabMat, base cabinets with roll trays, lazy susan cabinets, pegged dish organizers, tiered cutlery dividers, K-Cup drawers, tray dividers, spice racks, waste pull-outs, mixer cabinets, and toekick vacuum cabinets.
Companies that use Schrock
Customer profileSegments2 records
Ideal customer profiles2 records
Schrock technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Schrock partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- MasterBrand CabinetscoreMasterBrand Cabinets LLC is the parent company of Schrock. Schrock operates under the MasterBrand umbrella along with other cabinet brands including Diamond and Kemper. Product construction and quality are consistent among these brands, though door styles and finish colors may vary.
- Rebode Jumpstarter by MasterBrandminorCross-brand initiative allowing Schrock website visitors to access Rebode Jumpstarter - a style quiz and AI visualization tool that connects users with local kitchen designers. This helps drive potential customers to dealers.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Schrock competitors and assessment
Company assessmentDirect peers
- Kemper Cabinetry: Another MasterBrand sister brand in semi-custom cabinetry, sharing product construction with Schrock and competing for the same independent dealer relationships and remodeler demand.
- Diamond Cabinetry: A sister brand under MasterBrand Cabinets offering semi-custom kitchen and bath cabinetry with a comparable dealer-led model and product construction, overlapping directly with Schrock's portfolio and channel.
- KraftMaid Cabinetry: Owned by Masco Corporation, KraftMaid is a long-established semi-custom kitchen and bath cabinetry brand sold through independent dealers and home centers, directly comparable to Schrock's three-tier semi-custom positioning.
- Omega Cabinetry: MasterBrand's premium semi-custom and full-custom cabinet brand, competing with Schrock's Boutique series on higher-end kitchens and overlap with Trademark on the upper mid-tier.
- J&K Cabinetry: Semi-custom cabinet brand selling through dealers and direct channels, comparable to Schrock on assembled construction, finish options, and kitchen/bath positioning.
- Fabuwood: A faster-growing direct-to-dealer semi-custom cabinet manufacturer known for quick lead times and modern styling, increasingly competitive with Schrock's mid-tier offering.
- Decora Cabinetry: A semi-custom cabinet brand in the Masco (KraftMaid) portfolio, overlapping with Schrock on price tier, dealer-distributed model, and design-forward finishes.
Broad incumbents
- MasterBrand Cabinets: The parent company and largest U.S. cabinet manufacturer, of which Schrock is one brand; provides the manufacturing, sourcing, and distribution platform Schrock operates on and is the broader incumbent benchmark for scale and dealer relationships.
- American Woodmark: Public large-scale U.S. cabinet manufacturer serving home centers and independent dealers with stock and semi-custom lines, providing a public-market benchmark for Schrock's category economics.
Emerging players
- IKEA (Kitchens): A growing disruptor at the value end of kitchen cabinetry with modular, increasingly design-forward offerings; competes for the same homeowner remodeler with a different (retail-direct) model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Schrock social profiles
Digital presenceSchrock financial estimates
Financial estimateRevenue estimate
Valuation estimate
Schrock leadership team
Management profileNumber of profiles
Schrock funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Schrock M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Schrock
What does Schrock do?
Schrock manufactures and sells semi-custom kitchen and bathroom cabinetry under three product series (Boutique, Trademark, Entra) through an authorized network of cabinet dealers across the United States and Canada. The offering spans over 40 door styles, 80+ finish colors, specialty doors, organizational accessories, and specialty cabinetry products (wood hoods, oven cabinets). Schrock does not sell direct to consumers — every purchase is fulfilled through an authorized dealer who provides consultation, design, ordering, and installation support.
Is Schrock a public or private company?
Schrock is a private company. It is classified as corporate owned and is currently operating.
When was Schrock founded?
Schrock was founded in -1. It employs 51 to 100 people.
Where is Schrock based?
Schrock is headquartered in Jasper, United States, in the North America region.
How does Schrock make money?
One revenue line is on record: cabinet Sales.
Who are Schrock's main competitors?
Direct peers on record are Kemper Cabinetry, Diamond Cabinetry, KraftMaid Cabinetry, Omega Cabinetry, J&K Cabinetry, Fabuwood and Decora Cabinetry. Broad incumbents are MasterBrand Cabinets and American Woodmark. IKEA (Kitchens) is listed as an emerging player.
Does Schrock have an API?
No public API is recorded for Schrock.
What industry is Schrock in?
Schrock's product category is Kitchen & Bathroom Cabinetry. Its primary akta.pro industry code is HSAPAIAA, Custom Cabinet Design & Build. Its NAICS code is 33711.