Xcel Products

What Xcel Products does

Xcel Products is a specialty U.S. manufacturer of silicone edge graphic (SEG) frame systems, printable substrates, magnetic receptive media, and custom display fixtures, headquartered in Champlin, Minnesota. Founded in 2004, the company operates from two state-of-the-art facilities totaling nearly 100,000 square feet and produces aluminum extrusion frames with fabric graphics (silicone-keder edges), LED backlit and curved SEG variants, custom converting services (sheeting, slitting, laminating, power cutting up to 80 inches wide), and an eco-friendly substrate portfolio including FSC-certified boards. Its proprietary product lines include ECOTEC (the industry's first 100% recyclable SEG frame system), SOLIX framing, XMR magnetic receptive media, the DECO decorating treatment for 3D fixtures, and the ACTION Magnet product family.

The company's go-to-market is a relationship-driven B2B sales motion targeting print shops, sign manufacturers, retail brands, trade show exhibitors, and corporate/hospitality buyers, with quote-based pricing, 24-48 hour lead times for standard materials, and lead generation through industry trade shows (Printing United, IAEE), content marketing, and a Product Selector tool on the website. Distribution runs entirely through direct channels (phone, website quote requests) without e-commerce, and the company holds Preferred Frame Vendor status with SEGFrames.org and a premier converting partnership with General Formulations. Revenue mechanics are a mix of hardware sales (SEG frame systems, substrates, magnetic media) and professional services (custom converting and fixture builds), with reported capacity for hundreds of orders weekly. The company has earned Design:Retail Top 50 recognition and operates with UL and SolidWorks certifications, alongside a SolidWorks-certified design team that provides custom engineering and FDM rapid prototyping for client-specific projects.

Name

Xcel Products

Legal name

Xcel Products, Inc.

Website

https://xcelproducts.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Xcel Products is a U.S. specialty manufacturer of silicone edge graphic (SEG) frame systems, printable substrates, magnetic receptive media, and custom display fixtures, serving print shops, retailers, trade show exhibitors, and corporate buyers from two Champlin, Minnesota facilities.

Ownership category

akta.pro rank

Product category

Display Systems and Signage Manufacturing

NAICS

Ornamental and Architectural Metal Products Manufacturing (33232)

SIC

Metal Doors, Sash, Frames, Moldings & Trim (3442)

akta.pro primary industry

Metal Cladding, Soffits & Trim (Non-Panel Components) (IMADACAM)

akta.pro secondary industry

Coated & Laminated Base Fabric Mills (Pre-finish Substrates) (IMAOABAI)

Keywords

• Silicone edge graphic frames
• Custom display fixtures
• Printable substrates manufacturing
• Magnetic receptive media
• Large format signage

Headquarters

HQ city

Champlin

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. SEG Frame Systems: Custom aluminum SEG frames sold as complete systems including hardware and accessories. Frames are manufactured to specification and sold as one-time purchases with repeat orders for replacement graphics.
2. Print Media and Substrates: Large format printable materials including magnetic receptive media, vinyl, blockout paper, eco-friendly boards sold in rolls and sheets
3. Custom Display Fixtures: Custom built display systems and fixtures manufactured to customer specifications with low minimums and quick turn times
4. Custom Converting Services: Conversion of print materials to custom sizes including sheeting, slitting, laminating, and power cutting services

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Xcel Products designs and manufactures custom silicone edge graphic (SEG) aluminum frames, custom display fixtures and components, large-format printable substrates (vinyl, magnetic media, blockout paper, eco-friendly boards), and decorated fixtures. The company also provides custom converting services (sheeting, slitting, laminating, power cutting) and offers design collaboration with its in-house SolidWorks certified engineering team, with all products manufactured in two U.S. facilities totaling nearly 100,000 square feet.

Product overview

Xcel Products is a premier manufacturer of custom display systems, silicone edge graphic (SEG) frames, printable substrates, and magnetic media solutions. The company operates two state-of-the-art facilities in Minnesota totaling nearly 100,000 square feet. The core product portfolio centers on SEG Frames (Silicone Edge Graphic frames) — aluminum extrusion-based display systems where fabric graphics with silicone-keder edges insert into recessed channels for taut, wrinkle-free displays. SEG Frame variants include Non-Lit, Backlit (LED-illuminated), and Curved configurations, plus the fully-custom SEG Frames, SOLIX Frame System, and the recyclable ECOTEC SEG Frame System. The print media lineup includes XMR Magnetic Receptive Media, ACTION Magnet products, EcoMedia Blockout Media, Static Cling, Rigid Vinyl, Blockout Paper, eco-Board XP, Polyester CPF, Pressure-Sensitive Media, X-Wall, and VERSATEX Signboard. Eco-friendly substrates include Excellent Board, Mako Board, and Xanita Board. Custom services include Custom Display Systems & Fixtures, Custom Decorated Fixtures & Displays (DECO Channel and DECO Fixtures), Custom Built Fixtures & Displays, Floor Standing Displays, Protective Barrier Displays, and Custom Converting services. All products are designed, engineered, and manufactured in the USA.

Differentiator

Problem solved

Functional benefit

Brands

• ECOTEC: The industry's first complete 100% recyclable aluminum SEG framing system, made in the USA.
• SOLIX
• XMR
• ACTION Magnet
• Excellent Board
• Mako Board
• Xanita Board
• DECO Fixtures
• General Formulations

Products and services

• SEG Frames (Silicone Edge Graphic Frames) Aluminum extrusion-based display frames with fabric graphics featuring silicone edge (keder) that insert into a recessed groove for taut, wrinkle-free displays. Available in Non-Lit, Backlit LED, Curved, SOLIX, ECOTEC, and fully custom configurations for print shops, retail brands, and trade show exhibitors.
• ECOTEC SEG Frame System The industry's first complete 100% recyclable aluminum SEG framing system, made in the USA, addressing sustainability requirements for environmentally conscious B2B buyers.
• XMR Xcel Magnetic Receptive Media Complete line of premier magnetic receptive media compatible with large format printers up to 74 inches, featuring no edge chipping, available in various sizes, thicknesses, and textures for retail and display applications.
• ACTION Magnet (White) Flexible thermoplastic permanent magnetic sheeting with superior holding power for medium-duty or short-term applications on metallic surfaces.
• Rigid Vinyl PVC print film maintaining high aesthetic qualities, gauge control, and stability, popular for its flexibility, thin gauges, durability, and value in signage and display applications.
• Blockout Paper 100% opaque print media with smooth, semi-gloss finish, coated on two-sides, ideal for double-sided graphics projects like banners and retail signage.
• Excellent Board FSC-certified, fully recyclable indoor board made from cross-laminated virgin and recycled wood fibers, offering exceptional rigidity for POP graphics, table toppers, promotional signage, and trade show exhibits.

Quantifiable outcome

• Reduced shipping costs through lightweight fabric graphics vs rigid substrates
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• General FormulationscoreChannel Partner/ Reseller/ DistributorPremier converting partner for General Formulations products. Xcel supplies finished rolls or converts General Formulations materials to non-standard rolls or sheets to fit customer needs.
• SEGFrames.orgcoreStrategic or Co-development PartnerXCEL is the Preferred Frame Vendor of SEGFrames.org, the industry association for silicone edge graphics. This endorsement positions Xcel as a trusted supplier within the SEG industry ecosystem.
• Printing United AllianceminorOthersMember of Printing United Alliance, an industry association serving print and signage businesses
• IAEE (International Association of Exhibitions and Events)minorOthersMember of IAEE, connecting with trade show and exhibition professionals

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Octanorm Vertriebs GmbH: German-founded manufacturer of modular aluminum profile systems for trade show booths, retail displays, and SEG frame applications. Competes head-to-head with Xcel in the custom aluminum extrusion display frame category globally.
• Orbus Exhibit & Display Group: Large North American manufacturer of trade show exhibits, SEG fabric displays, banner stands, and event signage. Direct peer in the SEG frame and event display hardware market serving similar print shop and exhibitor customers.
• Moss Inc. U.S. provider of custom branded environments, SEG fabric displays, and large-format printing for events, retail, and corporate environments. Overlapping custom display fabrication capabilities with Xcel's custom SEG frame offerings.
• General Formulations: U.S. manufacturer of pressure-sensitive vinyl, print media, and laminating films. Already a strategic converting partner of Xcel and overlapping competitor in print substrates for sign and display applications.
• Nimlok: North American trade show and event display company producing custom SEG frames, modular exhibits, and branded environments for exhibitors. Directly comparable custom display fabrication focus and customer base.
• BeMatrix: Belgian manufacturer of modular aluminum frame systems for SEG fabric graphics, exhibitions, and retail displays. Closest direct competitor to Xcel's core SEG frame business, with overlapping aluminum extrusion profiles and similar target customers.
• Mactac (Lintec): Manufacturer of pressure-sensitive adhesive films, graphic media, and overlaminates for large format printing and signage. Direct competitor in printable substrates Xcel converts and distributes.

Broad incumbents

• HP Large Format Printing: Major OEM of large format printers and supplies/branded media for sign, display, and graphics production. Sells complementary printing hardware and substrate bundles that overlap with Xcel's print media customer base.
• Avery Dennison Graphics Solutions: Global leader in pressure-sensitive graphic films, signage substrates, and reflective materials serving the print, signage, and architectural graphics markets. Broader portfolio but overlapping substrates that Xcel also converts.
• 3M Commercial Solutions: Diversified manufacturer of graphic films, substrates, and architectural finishes used widely in signage, vehicle wraps, and retail displays. Competes with Xcel in the substrate and decorative material space as part of a much broader industrial portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Xcel_Products
• YouTubeyoutube.com/channel/UCNdiIlOcqZoARvsEinIM4bQ
• Facebookfacebook.com/XCELProducts
• LinkedInlinkedin.com/company/xcel-products-inc-

Compliance3 records

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 Xcel Products