Zena Forest Products

What Zena Forest Products does

Zena Forest Products is a privately held, multigenerational family business founded in 1987 in the Eola Hills near Salem, Oregon, that produces premium hardwood flooring, paneling, stair parts, and custom-milled lumber from FSC-certified timber grown on its own 1,300-acre property — the largest contiguous block of forest in the Willamette Valley, protected by a perpetual conservation easement. The company operates a vertically integrated model spanning native seedling plantation, selective harvesting, on-site milling at its Zena 2 satellite facility, and finished product manufacturing, with no external investors or outside capital. Its two core product lines are Wide Plank Engineered Flooring (4mm wear layer, 125+ year lifespan, available in Oregon White Oak, Oregon Ash, and Bigleaf Maple) and Zena EdgeGrain™ Tiles — a glue-free 7½" x 15" aluminum wire-backed hardwood tile with a 7mm wear layer and 150+ year lifespan, of which Zena is the sole US producer.

Revenue is generated through quote-based, inquiry-driven direct sales to two primary customer segments: high-end residential customers seeking sustainable, locally sourced hardwood with verifiable provenance, and material-conscious commercial clients (architects, designers, developers) specifying FSC-certified products for LEED, Living Building Challenge, and other green-building projects. Pricing is not publicly disclosed and varies by species, grade, and width. The flagship commercial reference is the 75,000 square foot Portland International Airport terminal installation delivered with ZGF Architects and Hoffman Skanska JV. Go-to-market emphasizes field sales, AEC professional relationships cultivated through forest tours, trade publications, and specification-driven documentation (Declare Labels, case studies, acoustic testing data from Intertek), rather than e-commerce.

The company serves primarily the Pacific Northwest region of the United States, supplemented by national reach for marquee projects, and maintains partnerships with the Forest Stewardship Council, Sustainable Northwest, Sustainable Northwest Wood, and the Coquille Tribe for FSC-certified species sourcing. Operations are lean (1-10 employees), brand-driven through multigenerational family stewardship under Ben Deumling (President) and Sarah Deumling (Visionary Matriarch), and differentiated by documented sustainability credentials (FSC since 1997, one of the earliest US adopters), independently validated acoustic performance (STC 60, IIC 54, HIIC 55), and exclusive US production of EdgeGrain™ tile.

Name

Zena Forest Products

Legal name

Zena Forest Products

Website

https://zenaforest.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Zena Forest Products is a multigenerational family-owned Oregon hardwood producer founded in 1987 that sustainably harvests, mills, and manufactures FSC-certified Wide Plank engineered flooring, exclusive Zena EdgeGrain™ tiles, stair parts, and paneling from its 1,300-acre Eola Hills forest for premium residential and green-building commercial customers.

Ownership category

akta.pro rank

Product category

Hardwood Flooring Manufacturing

NAICS

Engineered Wood Member Manufacturing (321215), Timber Tract Operations (11311), Timber Tract Operations (113110), Support Activities for Forestry (1153)

SIC

Forestry (800), Lumber & Wood Products (No Furniture) (2400), Millwood, Veneer, Plywood, & Structural Wood Members (2430)

akta.pro primary industry

Forest Management & Silviculture Services (Cruising, Planning, Compliance) (IMAMAAAD)

akta.pro secondary industries

Timberland & Forest Asset Management (IMAMAJAA), Timber Tract Operations & Forest Ownership (Timberland) (IMAMAAAA), Timberland Asset Management & Consulting (AFAMAAAI)

Keywords

• Hardwood flooring manufacturing
• Sustainable forestry products
• Engineered wood flooring
• FSC-certified lumber
• Custom millwork products

Headquarters

HQ city

Rickreall

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Hardwood Flooring Sales: Primary revenue stream from selling Wide Plank Engineered Flooring and Zena EdgeGrain™ Tiles. Products sold unfinished, requiring sanding and finishing on-site by installers. Available in multiple species (Oregon White Oak, Bigleaf Maple, Oregon Ash, and others) with character and select grades.
2. Custom Wood Products: Sales of complementary products including wood vents, cold air returns, stair parts, and custom wall/ceiling paneling. These products extend the hardwood flooring line and provide matching accessories for installations.
3. FSC-Certified Products: Chain of Custody certification available for projects requiring FSC-certified materials, enabling premium pricing for certified products used in green building certifications (LEED, Living Building Challenge).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Zena Forest Products is a vertically integrated manufacturer that manages a 1,300-acre FSC-certified forest in Oregon's Willamette Valley and converts the timber into premium hardwood flooring products for commercial and high-end residential projects. Its primary offerings are Wide Plank Engineered Flooring and the proprietary Zena EdgeGrain™ Tiles, complemented by custom-milled accessories including wood vents, stair parts, and wall/ceiling paneling. Sales are quote-based and consultation-driven, targeting architects, designers, builders, and material-conscious owners.

Product overview

Zena Forest Products is a multigenerational family business offering a portfolio of hardwood flooring products centered around two core offerings: Wide Plank Engineered Flooring and Zena EdgeGrain™ Tiles. Wide Plank features 4mm wear layer engineered flooring in three native Oregon species (Oregon White Oak, Oregon Ash, Bigleaf Maple) available in multiple face widths. Zena EdgeGrain™ is an innovative tile-based flooring product utilizing 11 wood species with an aluminum wire backing system for glue-free installation. The product line extends through complementary accessories including handcrafted wood vents and registers, hardwood stair parts, and custom wall/ceiling paneling services. The company integrates all aspects from sustainable forest management to finished product manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• Zena EdgeGrain™: An elegant, durable, and versatile eco-friendly hardwood tile flooring option made from 100% locally sourced materials, designed based on a traditional European style of flooring.

Products and services

• Wide Plank Engineered Flooring Engineered hardwood flooring with a 4mm wear layer designed to last 125+ years with 4-5 rounds of sanding. Available in face widths of 4.25", 5.25", 6.25", 7.25", and 8.25" in Oregon White Oak, Oregon Ash, and Bigleaf Maple species, with character and select grades. Sold unfinished for on-site finishing by installers to commercial and high-end residential customers.
• Zena EdgeGrain Tiles European-style 7½" x 15" hardwood tiles composed of ¾" wide individual sticks with two thin embedded aluminum wire backings. Solid 7mm wear layer can be refinished 7+ times for a 150+ year lifespan. Made from 100% locally sourced Oregon materials, free of glue and VOCs, and utilizes waste from Wide Plank manufacturing.
• Wood Vents and Cold Air Returns Handmade wooden vents and registers custom-designed to match Zena flooring, available in flush-mount, retro, and toekick styles. Made from various wood species with no metal fasteners, allowing easy trimming during installation.
• Hardwood Stair Parts Handcrafted stair packages including treads, risers, and custom stair components designed to perfectly match Zena hardwood flooring products in residential and commercial installations.
• Custom Wall and Ceiling Paneling Custom wall and ceiling paneling and cladding services using locally sourced Oregon hardwoods, providing a material-consistent extension of the Zena flooring line for hospitality, commercial, and residential interiors.

Quantifiable outcome

• STC 60 (Sound Transmission Class), IIC 54 (Impact Insulation Class), HIIC 55 (High-Frequency Impact Insulation Class) acoustic performance ratings
• +2 more outcomes

Named customers6 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

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Forest Stewardship Council (FSC)coreStrategic or Co-development Partner · 1 January 1997FSC forest certification obtained in 1997, making Zena among the earliest adopters in the United States. FSC certification validates sustainable forest management practices and Chain of Custody certification tracks materials from forest to finished goods. The FSC is the world's most respected voluntary certification system promoting environment-friendly, socially beneficial and economically prosperous forest management.
• Sustainable NorthwestcoreStrategic or Co-development Partner · 1 January 1997Nonprofit founded in 1994 partnering with rural landowners and Tribes to FSC certify forests across the Pacific Northwest. Supports Zena through grant funding for forest restoration, connections to projects through Wood Advisor program, general business support and advocacy. Manages Chain of Custody certification verification.
• Coquille TribecoreStrategic or Co-development PartnerSourcing FSC-certified Tanoak and Pacific Myrtle from Coquille Tribe's FSC-certified forest in southern Oregon. The forest plays a vital role as part of the Tribe's cultural heritage while contributing to their general fund. Received FSC U.S. Leadership Award in 2023.
• Sustainable Northwest WoodcoreChannel Partner/ Reseller/ DistributorFor-profit subsidiary of Sustainable Northwest fostering a wood products community where each purchase ensures resilience in the natural environment. Currently partnering with Zena to procure FSC-certified species (Tanoak, Pacific Myrtle) for EdgeGrain tiles.
• ZGF ArchitectsflagshipImplementation/ SI/ Consulting PartnerArchitecture firm for Portland International Airport project. Featured in EdgeGrain PDX case study and project gallery. Provided design expertise for mass timber and hardwood integration in the $2 billion, nine-year PDX terminal renovation project.
• The Port of PortlandflagshipImplementation/ SI/ Consulting PartnerOwner of Portland International Airport, the flagship project featuring 75,000 square feet of Zena EdgeGrain flooring in the newly renovated terminal.
• Hoffman Skanska JVflagshipImplementation/ SI/ Consulting PartnerJoint venture construction partners for Portland International Airport terminal renovation, a $2 billion, nine-year public infrastructure project featuring locally sourced materials.
• Pure FloorscoreImplementation/ SI/ Consulting PartnerFlooring contractor and installation partner for Portland International Airport project. Co-presents wood floor workshops with Ben Deumling. Provides professional installation services for Zena product installations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@zenaforestproducts
• Facebookfacebook.com/zenaforest
• LinkedInlinkedin.com/company/zena-forest-products

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Zena Forest Products