SR Wood, Inc.

What SR Wood, Inc. does

SR Wood, Inc. is a third-generation, family-owned manufacturer of prefinished wood wallcovering, operating under the Forestree brand from its headquarters at 1801 Progress Way in Clarksville, Indiana. Founded in 1933 when C.L. Westray purchased used woodworking equipment during the Great Depression, the company has maintained wood wallcovering as its core product for over 90 years. Its catalog comprises two distinct lines: ClassicWood, a premium collection of natural wood veneers available in more than 200 species including domestics, exotics, and burls, and Friendly Forest, a reconstituted wood veneer product manufactured exclusively from rapidly-renewable trees (pine, oak, ash, birch, chestnut, maple, cottonwood, and bamboo) that simulates the appearance of more expensive species. The company supports four matching techniques — Book Match, Random Match, Random Plank, and Chevron Match — and holds FSC Certification and Low VOC Emissions (CDPH Section 01350) compliance.

The business operates a B2B specification-driven model targeting architects, interior designers, and property owners, with a secondary channel of more than 200 certified installers across 35+ US states who complete the project sales cycle. Products are sold as finished panels on a quote-based, one-time purchase basis; pricing is not publicly disclosed and samples are offered at no cost. Installed applications include hotels, conference centers, casinos, theaters, hospitals, airports, office buildings, and private residences. Named installations span healthcare (Schneck Medical Center, Norton Medical Plaza), education (Clemson University – Freeman Hall), hospitality (Hardrock Hotel and Casino, Mood Life Club), entertainment and convention venues (Spectrum Center Dallas, Renaissance Schaumburg Convention Center, EJ Thomas Hall), retail (Mall of San Juan), and pharmaceutical (US WorldMeds).

The company is privately held with no disclosed institutional funding, no parent company, no subsidiaries, and no disclosed headcount or revenue figures. SR Wood markets primarily through its Forestree website, a downloadable resource library (installation instructions, MSDS, certifications, warranty), and a Find an Installer directory. Its stated geographic reach is global in installed base while its installer network is domestic-focused. No M&A, leadership changes, or restructuring events are documented in the available record.

Name

SR Wood, Inc.

Legal name

SR Wood, Inc.

Website

https://forestree.com

Company type

Private

Founded year

1933

Operating status

Operating

Short description

SR Wood, Inc. is a third-generation, family-owned manufacturer of prefinished wood wallcovering sold under the Forestree brand. Founded in 1933 and based in Clarksville, Indiana, it supplies natural and reconstituted wood veneer panels to architects, designers, and commercial property owners worldwide.

Ownership category

akta.pro rank

Product category

Architectural Wood Wallcovering

NAICS

Veneer, Plywood, and Engineered Wood Product Manufacturing (3212), Hardwood Veneer and Plywood Manufacturing (321211), Wood Product Manufacturing (321)

SIC

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

akta.pro primary industry

Hardwood Plywood & Decorative Panels Manufacturing (IMAMACAB)

akta.pro secondary industries

Engineered Wood Siding, Trim & Mouldings (IMAMACAI), Veneer & Specialty Wood Products Trading (IMAMAIAL), Wood Flooring & Wood Veneer Products (IMADADAI)

Keywords

• Prefinished wood wallcovering
• Natural wood veneers
• Reconstituted wood veneer
• Architectural wood panels
• Interior wallcovering products

Headquarters

HQ city

Clarksville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wood Wallcovering Products: Manufacture and sale of prefinished wood wallcovering products. Products sold as finished panels/sheets in various wood species. Revenue generated from product sales with one-time purchase model. Samples appear to be provided at no cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

SR Wood manufactures Forestree, a prefinished wood wallcovering product line consisting of two collections: ClassicWood (premium natural wood veneers available in more than 200 species including domestics, exotics, and burls) and Friendly Forest (reconstituted wood veneers composed exclusively from rapidly-renewable trees simulating nature's most beautiful tree species). The products are sold as finished panels/sheets to architects, designers, interior specification specialists, and property owners for commercial and residential interior applications.

Product overview

SR Wood manufactures Forestree, a prefinished wood wallcovering product line consisting of two collections: ClassicWood (premium natural wood veneers available in over 200 species including domestics, exotics, and burls) and Friendly Forest (reconstituted wood veneers from rapidly-renewable trees that simulate nature's most beautiful tree species). The products are used in hotels, conference centers, casinos, theaters, hospitals, airports, office buildings, and private residences worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• ClassicWood: Premium grade of natural wood veneers available in more than 200 veneer species, including domestics, exotics, and burls.
• Friendly Forest

Products and services

• Forestree Prefinished Wood Wallcovering
• ClassicWood
• Friendly Forest

Quantifiable outcome

• 200+ veneer species options
• +1 more outcomes

Named customers11 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

Feature4 records

Partnerships

One partnership is on record.

• Network of 200+ US InstallerscoreChannel Partner/ Reseller/ DistributorSR Wood maintains a network of over 200 certified and experienced installers across the United States spanning 35+ states. These installers are listed on the Forestree website to help customers find qualified professionals for wood wallcovering installation. The company notes this list is not an endorsement and they do not accept liability for installation errors. This installer network is essential for completing the product sales cycle as they provide the installation services required for end customers.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Wolf-Gordon: Architectural wallcovering manufacturer covering vinyl, textile, and specialty wall surfaces for commercial interiors. Most direct competitor to Forestree in the specifier-driven wallcovering channel, serving the same architect/designer/property-owner base with a parallel emphasis on health/environmental certifications and contract-grade performance.
• Maya Romanoff: Manufacturer of luxury wallcoverings including wood, metal, leather, and specialty veneer surfaces sold through the architect/designer specification channel. Overlaps directly with Forestree's high-end real-wood wallcovering positioning and serves the same hospitality, corporate, and high-end residential market.
• Koroseal Interior Products: Manufacturer of wallcoverings and wall protection products for the commercial interiors market, including Type II vinyls and specialty surfaces. Competes with Forestree for specification in healthcare, education, hospitality, and corporate projects through architects and designers.
• Innovations Wallcovering: Designer and manufacturer of architectural wallcoverings including natural, vinyl, and specialty wallcoverings for commercial interiors. A direct competitor in the specifier channel, with overlapping end-markets in hospitality, healthcare, and corporate interiors.
• MDC Wallcoverings: Major U.S. wallcovering manufacturer and distributor with Type II vinyls, natural wallcoverings, and specialty textures for commercial specification. Comparable to Forestree in go-to-market (specifier-driven B2B) and overlapping customer base across commercial interiors.

Broad incumbents

• Columbia Forest Products: One of North America's largest manufacturers of hardwood plywood and engineered veneer panels, including domestic and exotic species. Closely comparable on raw veneer/plywood manufacturing capability and species breadth (200+ offerings); competes indirectly where decorative-spec-grade plywood substitutes for decorative wallcovering.
• Timber Products Company: U.S. manufacturer of hardwood plywood, veneer, and engineered wood panels with multiple facilities. Overlaps with Forestree on hardwood veneer sourcing and panel production, and could supply or compete in decorative interior panel applications.
• Garnica Plywood: Global manufacturer of premium hardwood plywood, including lightweight panels, veneer-faced panels, and sustainable/specialty products. Comparable to Forestree on decorative hardwood panel manufacturing and on FSC-certified, low-emission offerings for the architectural/interior market.
• Arauco Wood Products: Large global engineered wood panel producer (plywood, MDF, particleboard) including decorative panel lines. Significant supplier-side overlap with Forestree via sustainable forest management certifications (FSC), and competes indirectly through decorative hardwood panel substrates.

Emerging players

• Fine Paints of Europe (WoodWall): Niche architectural finishes brand offering specialty interior products including premium decorative wall systems. Adjacent in the architect/specifier channel for distinctive, high-margin interior surfaces with limited scale relative to SR Wood's installed base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance2 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 SR Wood, Inc.