Schrock

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.

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

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

• Semi-custom cabinetry
• Kitchen cabinets
• Bathroom cabinetry
• Cabinet manufacturing
• Dealer network cabinets

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core 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.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• MasterBrand CabinetscoreStrategic or Co-development PartnerMasterBrand 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 MasterBrandminorGTM or Marketing PartnerCross-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

Direct 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

• YouTubeyoutube.com/user/SchrockCabinetry
• Pinterestpinterest.com/masterbrandcabinets/schrock-cabinets
• LinkedInlinkedin.com/company/schrock-cabinets-inc

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 Schrock