Urban Lumber
Urban Lumber is a Winnipeg-based manufacturer that crafts handbuilt solid-wood furniture, live-edge slabs, and milled lumber from salvaged urban elm trees, selling direct-to-consumer across Canada and to commercial clients in hospitality and design.
- Company typePrivate
- Founded2021
- HeadquartersWinnipeg, Canada
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Urban Lumber does
Urban Lumber is a Winnipeg, Manitoba-based manufacturer and retailer founded in 2021 that produces handcrafted solid-wood furniture, live-edge slabs, and milled lumber from salvaged urban elm, white oak, and black ash trees diverted from landfill. Its core technology stack is physical rather than digital: an integrated sawmill with vacuum kiln drying, custom milling to specification, and hand-finishing with food-safe hardwax oil and epoxy-filled tops. The product portfolio spans four pillars — floating shelves (standard, custom, live-edge, rounded), tables (dining, coffee, side, console, conference), tops (tabletops, countertops, bartops in elm/oak/ash), and lumber/crafts (S3S boards, charcuterie blanks, tree-ring cookies, tongue-and-groove panels).
The company operates a hybrid go-to-market. The DTC engine is a Shopify storefront shipping Canada-wide with a 5-year warranty and a Winnipeg showroom at 1289 Loudoun Rd. for local pickup. A separate commercial sales channel targets architects, interior designers, contractors, and hospitality operators with custom millwork; named B2B projects include Thermëa Winnipeg, Parcel Pizza, Monteyne Architecture, Breezy Oaks Inn & Tavern, and Nite Hawk Cafe. Revenue is one-time purchase-based across all SKUs, with unit prices ranging from $108 (entry-level shelves) to $2,599+ (premium furniture) and commercial countertops quoted from $46/sqft. Customer acquisition relies on the e-commerce site, Google Reviews (46 reviews, 5-star average), and an email newsletter, with no disclosed paid marketing or distribution partnerships.
Urban Lumber is privately held with no disclosed funding, no parent company, and no publicly stated headcount; its ownership structure is unconfirmed but appears founder-led. Geographic reach is currently domestic Canadian, with no US or international fulfillment signaled despite a USD pricing toggle on the website. The business model is asset-light on the customer-acquisition side (Shopify, direct Google traffic) but capital-intensive on the supply side (sawmill, kiln, finishing shop), and its growth levers going forward are commercial contract capture, product-line extension into outdoor/landscape, and continued penetration of the Canadian design and hospitality verticals.
Urban Lumber firmographics
Firmographics- Name
- Urban Lumber
- Legal name
- Urban Lumber
- Website
- https://urban-lumber.ca
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Urban Lumber is a Winnipeg-based manufacturer that crafts handbuilt solid-wood furniture, live-edge slabs, and milled lumber from salvaged urban elm trees, selling direct-to-consumer across Canada and to commercial clients in hospitality and design.
- Ownership category
- akta.pro rank
Urban Lumber industry classification
Industry- Product category
- Sustainable / Reclaimed Wood Furniture
- NAICS
- Wood Product Manufacturing (321), Sawmills and Wood Preservation (3211), Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (423310)
- SIC
- Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031), Wood Household Furniture, (No Upholstered) (2511)
- akta.pro primary industry
- Planing Mills & Lumber Surfacing (IMAMABAE)
- akta.pro secondary industries
- Lumber & Timber Retail (Dimensional Lumber, Plywood, OSB) (CRAIAEAA), Building Materials & Lumber Distribution (CRAOAFAD)
Keywords
Where Urban Lumber is headquartered
LocationHeadquarters
- HQ city
- Winnipeg
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Urban Lumber business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Ready-Made Wood Products: Standard inventory products including floating shelves, tables, benches, countertops, and lumber sold as one-time purchases through the e-commerce storefront
- Custom Furniture Orders: Bespoke furniture pieces and custom-sized products built to customer specifications, with longer lead times and quote-based pricing
- Lumber and Raw Materials: Sale of milled lumber including elm, white oak, and black ash in various thicknesses, sold by board foot
- Gift Cards: Digital and physical gift cards available in denominations from $10 to $250 for in-store purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Floating Shelf Kit - From $108.00 |
| Unit Pricing | Pay-as-you-go | Custom Floating Shelf Kit - From $120.00 |
| Unit Pricing | Pay-as-you-go | Live Edge Floating Shelf Kit - From $128.00 |
| Unit Pricing | Pay-as-you-go | Classic Furniture Collection |
| Unit Pricing | Pay-as-you-go | Tabletops and Countertops |
| Unit Pricing | Pay-as-you-go | Lumber Products |
| Unit Pricing | Pay-as-you-go | Commercial Countertops |
| Unit Pricing | Pay-as-you-go | Commercial Tongue & Groove |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Urban Lumber product offering
Product offeringCore offering
Urban Lumber manufactures and sells handcrafted solid wood furniture (floating shelves, dining/coffee/side/console/conference tables, tabletops, countertops, bartops) and milled lumber products made from 80–100 year-old salvaged Winnipeg elm, oak, and ash trees diverted from landfill. Products are sold directly to consumers via a Shopify e-commerce storefront with Canada-wide shipping and through a physical Winnipeg showroom, while a parallel commercial sales channel supplies custom millwork and build-to-specification pieces to architects, designers, hospitality venues, restaurants, and contractors. The company operates its own sawmill and vacuum kiln drying facility, finishing products with food-safe hardwax oil and offering a 5-year limited warranty on residential purchases.
Product overview
Urban Lumber is a Canadian furniture company based in Winnipeg, Manitoba that crafts sustainable handbuilt furniture and wood products from salvaged urban trees diverted from landfill. The product portfolio centers on four main categories: Floating Shelves (Standard, Custom, Live Edge, and Rounded variants), Tables (dining, coffee, side, console, and conference tables in classic, live edge, and custom configurations), Tops (tabletops and countertops in elm, oak, and ash with various finishes), and Lumber/Crafts (S3S lumber, charcuterie blanks, cookies, and tongue & groove panels). The company operates its own sawmill with vacuum kiln drying technology and offers custom manufacturing services for commercial clients including architects, interior designers, and contractors. Products ship across Canada with free shipping on floating shelf kits. A 5-year limited warranty covers manufacturing defects in residential settings.
Differentiator
Problem solved
Functional benefit
Products and services
- Standard Floating Shelf Kit
Quantifiable outcome
- Floating shelves hold over 100 lbs
- +2 more outcomes
Companies that use Urban Lumber
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Urban Lumber technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Urban Lumber partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Urban Lumber competitors and assessment
Company assessmentBroad incumbents
- Room & Board: National US solid-wood furniture retailer with sustainably-sourced American hardwood tables, shelving, and case goods across a much broader catalog and national store footprint. Represents the scaled incumbent that Urban Lumber's DTC + commercial channel is positioned against in the solid-wood segment.
- The Citizenry: DTC home goods brand offering sustainably sourced furniture and decor from artisan makers worldwide. Comparable end-customer (eco-conscious design buyer) and direct-to-consumer motion, though broader product breadth including textiles and decor.
Direct peers
- EQ3: Canadian modern furniture brand with showrooms across Canada and a strong solid-wood furniture line including tables, shelving, and case goods at premium price points. Directly comparable as a Canadian contemporary wood furniture retailer with shared domestic market and similar mid-premium price tiers.
- Baird Brothers Fine Hardwoods: Pennsylvania-based hardwood lumber supplier offering surfaced lumber, slabs, and custom millwork directly to woodworkers and commercial buyers. Comparable sawmill plus online retail model serving both DIY/craftspeople and B2B commercial accounts.
- The Joinery: Portland-based custom sustainable wood furniture maker offering handcrafted tables, shelving, and case goods from responsibly sourced hardwoods. Directly comparable as a DTC-first, eco-positioned wood furniture brand combining craftsmanship narrative with custom manufacturing.
- Hearne Hardwoods: Specialty hardwood lumber and live edge slab dealer operating an online storefront plus physical yard, selling figured wood, slabs, and milled lumber by board foot. Directly matches Urban Lumber's lumber-retail and live-edge-slabs categories at comparable price-to-quality positioning.
- Medley Home: Sustainable DTC furniture brand offering customizable wood and upholstered pieces made from FSC-certified and reclaimed materials with high-transparency sourcing. Comparable positioning around eco-friendly solid wood furniture and direct online customization for residential buyers.
- Vermont Woods Studios: Custom solid-wood furniture made from American hardwoods, positioning itself on sustainable forestry and American-made craftsmanship. Closely matches Urban Lumber's combination of DTC heritage-wood furniture plus a sustainability and domestic-sourcing narrative.
- Sticks Custom Furniture: Handcrafted custom wood furniture and architectural millwork maker producing one-of-a-kind tables, wall panels, and commercial installations. Closely comparable custom manufacturing capabilities and B2B commercial custom-work positioning.
Regional players
- Northland Forest Products: North American distributor of hardwood lumber and specialty wood products operating across the US with broader species catalog and industrial-scale logistics. Comparable category but at broader geographic and product scale versus Urban Lumber's localized urban-sourcing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Urban Lumber social profiles
Digital presenceUrban Lumber financial estimates
Financial estimateRevenue estimate
Valuation estimate
Urban Lumber leadership team
Management profileNumber of profiles
Profiles3 records
Urban Lumber funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Urban Lumber 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 Urban Lumber
What does Urban Lumber do?
Urban Lumber manufactures and sells handcrafted solid wood furniture (floating shelves, dining/coffee/side/console/conference tables, tabletops, countertops, bartops) and milled lumber products made from 80–100 year-old salvaged Winnipeg elm, oak, and ash trees diverted from landfill. Products are sold directly to consumers via a Shopify e-commerce storefront with Canada-wide shipping and through a physical Winnipeg showroom, while a parallel commercial sales channel supplies custom millwork and build-to-specification pieces to architects, designers, hospitality venues, restaurants, and contractors. The company operates its own sawmill and vacuum kiln drying facility, finishing products with food-safe hardwax oil and offering a 5-year limited warranty on residential purchases.
Is Urban Lumber a public or private company?
Urban Lumber is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Urban Lumber founded?
Urban Lumber was founded in 2021. It employs 1 to 10 people.
Where is Urban Lumber based?
Urban Lumber is headquartered in Winnipeg, Canada, in the North America region.
How does Urban Lumber make money?
Four revenue lines are on record. Ready-Made Wood Products are the primary driver. The others are custom Furniture Orders, lumber and Raw Materials and gift Cards.
Who are Urban Lumber's main competitors?
Broad incumbents on record are Room & Board and The Citizenry. Direct peers are EQ3, Baird Brothers Fine Hardwoods, The Joinery, Hearne Hardwoods, Medley Home, Vermont Woods Studios and Sticks Custom Furniture. Northland Forest Products is listed as a regional player.
Does Urban Lumber have an API?
No public API is recorded for Urban Lumber.
What industry is Urban Lumber in?
Urban Lumber's product category is Sustainable / Reclaimed Wood Furniture. Its primary akta.pro industry code is IMAMABAE, Planing Mills & Lumber Surfacing, with a secondary code of CRAIAEAA, Lumber & Timber Retail (Dimensional Lumber, Plywood, OSB). Its NAICS code is 321 and its SIC code is 5031.