Presentations made painless

Company > American Woodmark Corp: Business Model, SWOT Analysis, and Competitors 2023

American Woodmark Corp: Business Model, SWOT Analysis, and Competitors 2023

Published: May 13, 2023

Inside This Article


    American Woodmark Corp is a leading manufacturer of kitchen cabinets and vanities in the United States. This blog article will provide an in-depth analysis of the company's business model, conducting a SWOT analysis to evaluate its strengths, weaknesses, opportunities, and threats. Additionally, it will explore the competitive landscape, identifying key competitors and their strategies. By examining these aspects, this article aims to offer valuable insights into American Woodmark Corp's position in the market and its potential growth opportunities in 2023.

    What You Will Learn:

    • The ownership structure of American Woodmark Corp and the key stakeholders involved.
    • The mission statement of American Woodmark Corp and its core values.
    • The various revenue streams and business strategies employed by American Woodmark Corp to generate income.
    • A comprehensive explanation of the Business Model Canvas used by American Woodmark Corp.
    • An overview of the main competitors of American Woodmark Corp within the industry.
    • A detailed SWOT analysis of American Woodmark Corp, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns American Woodmark Corp?

    Major Shareholders

    American Woodmark Corp (AMWD) is a publicly traded company, meaning that its ownership is spread among numerous shareholders. Let's take a closer look at some of the major shareholders who hold a significant stake in the company.

    1. The Brandt Group Ltd.

    The Brandt Group Ltd. is the largest institutional shareholder of American Woodmark Corp, holding approximately 11.7% of the company's outstanding shares. This privately held investment firm, founded by Glen Brandt, has a diversified portfolio across various industries, including manufacturing and distribution.

    2. Vanguard Group Inc.

    Vanguard Group Inc., one of the world's largest investment management companies, holds around 8.6% of American Woodmark Corp's shares. With over $7 trillion in assets under management, Vanguard offers a range of mutual funds and ETFs to its clients. Their significant ownership in American Woodmark Corp reflects their confidence in the company's potential for long-term growth.

    3. BlackRock Inc.

    BlackRock Inc., another prominent investment management corporation, has a substantial stake in American Woodmark Corp, owning around 7.8% of the company's shares. Known for its expertise in risk management and innovative investment strategies, BlackRock's investment in American Woodmark Corp showcases its trust in the company's financial performance and market position.

    Insider Ownership

    Apart from institutional investors, American Woodmark Corp also has insiders who own a notable portion of the company's shares. Insider ownership represents the shares held by individuals closely associated with the company, such as executives, directors, or employees.

    1. Cary Dunston - CEO

    Cary Dunston, the Chief Executive Officer of American Woodmark Corp, has a significant ownership stake in the company. As an insider, his ownership not only reflects his commitment to the company's success but also aligns his interests with those of the other shareholders.

    2. William Brandt - Chairman

    William Brandt, the Chairman of American Woodmark Corp, also holds a substantial number of shares in the company. As a key decision-maker and leader within the organization, his ownership demonstrates his confidence in American Woodmark Corp's future prospects and his dedication to creating value for shareholders.

    3. Other insiders

    In addition to the CEO and Chairman, other insiders, including members of the Board of Directors and top-level executives, have ownership stakes in American Woodmark Corp. Their collective ownership signifies their belief in the company's strategic direction and their commitment to driving growth and profitability.

    While the above-mentioned shareholders and insiders hold significant positions in American Woodmark Corp, it is important to note that the ownership landscape of the company can change over time due to buying and selling of shares by various investors. As a publicly traded company, American Woodmark Corp's ownership is dynamic and subject to market fluctuations.

    What is the mission statement of American Woodmark Corp?

    The Mission Statement of American Woodmark Corp

    American Woodmark Corp, a leading manufacturer and distributor of kitchen cabinets and vanities, has a clear and concise mission statement that guides its operations and growth strategies. The company's mission statement can be summarized as follows:

    "To provide our customers with high-quality, innovative cabinetry solutions that exceed expectations and enhance the beauty and functionality of their homes, while maintaining a steadfast commitment to sustainability and ethical business practices."

    This mission statement highlights several key aspects of American Woodmark Corp's core values and objectives.

    Customer Satisfaction and Innovation

    American Woodmark Corp places a strong emphasis on customer satisfaction and aims to exceed customer expectations through its products and services. By providing high-quality, innovative cabinetry solutions, the company strives to enhance the beauty and functionality of its customers' homes. This commitment to delivering exceptional value to its customers is a driving force behind the company's success in the competitive market.

    Sustainability and Ethical Business Practices

    In addition to prioritizing customer satisfaction, American Woodmark Corp is dedicated to sustainability and ethical business practices. The company recognizes the importance of minimizing its environmental impact and promoting responsible sourcing and manufacturing processes. By adhering to sustainable practices, American Woodmark Corp ensures that its products are not only beautiful, but also environmentally friendly.

    Moreover, the company upholds strong ethical standards throughout its operations. It prioritizes fair treatment of employees, suppliers, and stakeholders, and actively promotes diversity and inclusion within its workforce. American Woodmark Corp's commitment to ethical business practices extends to its relationships with customers, ensuring transparency, integrity, and accountability.

    Continuous Improvement and Growth

    American Woodmark Corp's mission statement reflects its commitment to continuous improvement and growth. By prioritizing innovation, the company aims to stay at the forefront of the industry and anticipate the evolving needs and preferences of its customers. Through ongoing research and development, American Woodmark Corp seeks to introduce new and improved cabinetry solutions that set new standards in quality and design.

    Furthermore, the company is committed to investing in its employees' professional growth and development. This empowers its workforce to deliver exceptional products and services, fostering a culture of excellence that drives the company's continuous improvement and growth.

    In conclusion, American Woodmark Corp's mission statement encapsulates its dedication to customer satisfaction, sustainability, ethical business practices, continuous improvement, and growth. As the company strives to provide high-quality cabinetry solutions that enhance the beauty and functionality of homes, it remains steadfast in its commitment to sustainability and ethical conduct, ensuring a brighter future for both its customers and the environment.

    How does American Woodmark Corp make money?

    Sales of kitchen cabinets and vanities

    One of the primary ways American Woodmark Corp generates revenue is through the sale of kitchen cabinets and vanities. As a leading manufacturer and distributor of these products, the company offers a wide range of styles, finishes, and customization options to cater to the diverse needs and preferences of homeowners, contractors, and builders. American Woodmark Corp's extensive product line includes various types of cabinets, such as base, wall, and specialty cabinets, as well as vanities for bathrooms. The company's strong reputation for quality craftsmanship and innovative designs has positioned it as a trusted choice for consumers seeking durable and stylish cabinetry solutions for their homes.

    Home remodeling and renovation projects

    Another significant source of revenue for American Woodmark Corp is derived from home remodeling and renovation projects. As homeowners seek to upgrade and enhance their living spaces, they often turn to American Woodmark Corp for their cabinetry needs. Whether it's a complete kitchen remodel or a bathroom renovation, the company's products are frequently incorporated into these projects. American Woodmark Corp collaborates with contractors, remodelers, and interior designers to provide customized solutions that meet the unique requirements of each project. By offering a broad range of products and partnering with industry professionals, the company capitalizes on the demand for cabinetry in the home improvement market.

    Partnership with home builders and contractors

    American Woodmark Corp has established strong partnerships with home builders and contractors, which significantly contributes to its revenue stream. As new residential construction continues to thrive, the company benefits from its collaborations with builders who rely on American Woodmark Corp for their cabinetry needs. By working closely with builders throughout the construction process, the company ensures that its products are seamlessly integrated into the homes being built. American Woodmark Corp's commitment to quality, timely delivery, and excellent customer service has solidified its position as a preferred supplier for many home builders and contractors.

    Expansion into non-residential markets

    In addition to its focus on residential markets, American Woodmark Corp has also expanded its presence in non-residential markets. The company's high-quality and customizable cabinetry products have found applications in various commercial settings, such as hotels, offices, retail spaces, and healthcare facilities. By catering to the unique requirements of these non-residential clients, American Woodmark Corp has been able to diversify its revenue streams and tap into new growth opportunities. With its reputation for delivering exceptional products and services, the company continues to attract customers from both residential and non-residential sectors, further bolstering its financial success.

    American Woodmark Corp Business Model Canvas Explained


    The American Woodmark Corp is a leading manufacturer and distributor of kitchen cabinets and vanities in the United States. With a strong focus on quality craftsmanship and customer satisfaction, the company has established itself as a trusted brand in the industry. In this section, we will explore the various components of the American Woodmark Corp's business model canvas and how they contribute to its success.

    Key Partnerships

    One of the key strengths of American Woodmark Corp lies in its strategic partnerships. The company collaborates with suppliers of raw materials, hardware, and accessories to ensure a steady supply chain and high-quality products. By working closely with these partners, American Woodmark Corp is able to maintain competitive pricing and deliver exceptional value to its customers.

    Additionally, the company has formed partnerships with various home improvement retailers, such as Home Depot and Lowe's, to expand its distribution network and reach a wider customer base. These partnerships provide American Woodmark Corp with increased visibility and accessibility, allowing it to capture more market share and maintain a strong presence in the industry.

    Key Activities

    The key activities of American Woodmark Corp revolve around the design, manufacturing, and distribution of kitchen cabinets and vanities. The company employs a team of skilled designers and engineers who work closely with customers to create customized cabinet solutions that meet their specific needs and preferences.

    Once the designs are finalized, American Woodmark Corp utilizes its state-of-the-art manufacturing facilities to produce high-quality cabinets using advanced techniques and materials. The company's commitment to quality is evident in its rigorous quality control processes, ensuring that each product meets the highest standards before it is shipped to customers.

    In terms of distribution, American Woodmark Corp operates a vast network of distribution centers strategically located across the country. This allows the company to efficiently deliver its products to customers in a timely manner, regardless of their location.

    Key Resources

    The key resources of American Woodmark Corp include its manufacturing facilities, skilled workforce, and strong relationships with suppliers and retailers. The company's manufacturing facilities are equipped with advanced machinery and technology, enabling efficient production processes and high-quality output.

    American Woodmark Corp also recognizes the importance of its workforce in driving its success. The company invests in employee training and development programs to ensure that its employees have the necessary skills and expertise to deliver top-notch products and services.

    Furthermore, the company's relationships with suppliers and retailers are crucial resources that contribute to its overall success. These partnerships enable American Woodmark Corp to access the necessary raw materials and reach a wide customer base, strengthening its competitive position in the market.

    Cost Structure

    Like any business, American Woodmark Corp has various costs associated with its operations. The company incurs costs related to raw materials, manufacturing, distribution, marketing, and administrative functions. It strives to optimize its cost structure by implementing efficient processes and leveraging economies of scale.

    By carefully managing its costs, American Woodmark Corp is able to offer competitive pricing to its customers while maintaining profitability.

    Revenue Streams

    The primary revenue stream for American Woodmark Corp is the sale of its kitchen cabinets and vanities. The company generates revenue through direct sales to customers as well as through partnerships with home improvement retailers. By offering a range of products at various price points, American Woodmark Corp is able to cater to a wide customer base and maximize its revenue potential.

    Additionally, the company may generate revenue through ancillary services such as installation and after-sales support. These services further enhance the customer experience and provide additional revenue opportunities for American Woodmark Corp.


    The American Woodmark Corp's business model canvas highlights the key components that contribute to its success in the kitchen cabinet and vanity industry. Through strategic partnerships, efficient operations, and a customer-centric approach, the company has established itself as a trusted brand and continues to thrive in a competitive market. By understanding and leveraging these key elements, American Woodmark Corp is well-positioned for sustained growth and continued success.

    Which companies are the competitors of American Woodmark Corp?


    American Woodmark Corp is a leading manufacturer and distributor of kitchen cabinets and vanities in the United States. As a prominent player in the industry, it faces competition from several companies that also specialize in cabinetry and related products. In this section, we will explore some of the key competitors of American Woodmark Corp and highlight their unique offerings and market presence.

    1. Masco Corporation

    Masco Corporation is a diversified global manufacturer and distributor of home improvement and building products. With its subsidiary, Masco Cabinetry, it competes directly with American Woodmark Corp in the cabinetry market. Masco Cabinetry offers a wide range of stylish and innovative cabinetry solutions under renowned brands such as KraftMaid, Merillat, and QualityCabinets. The company's extensive distribution network and commitment to quality have positioned it as a strong competitor in the industry.

    2. Fortune Brands Home & Security

    Fortune Brands Home & Security operates as a leading home and security products company. Within its portfolio, it owns MasterBrand Cabinets, a major competitor of American Woodmark Corp. MasterBrand Cabinets offers an array of cabinetry solutions under well-known brands like Aristokraft, Diamond, and Omega. The company's focus on delivering quality products and superior customer service has helped it establish a strong market presence and compete effectively in the industry.

    3. Elkay Manufacturing Company

    Elkay Manufacturing Company is a family-owned business that specializes in manufacturing kitchen and bath products, including cabinets. While primarily known for its sinks, Elkay's cabinetry division competes directly with American Woodmark Corp. Their cabinetry offerings feature innovative designs, high-quality materials, and customization options. Elkay's commitment to sustainability and customer satisfaction has enabled it to carve out a niche in the competitive cabinetry market.

    4. Master WoodCraft Cabinetry

    Master WoodCraft Cabinetry is a privately-held cabinetry manufacturer that focuses on delivering custom solutions to its customers. With its extensive product line, the company competes with American Woodmark Corp by offering a wide range of cabinetry styles, finishes, and organizational features. Master WoodCraft Cabinetry's commitment to craftsmanship and attention to detail has garnered a loyal customer base and positioned them as a strong competitor in the industry.

    5. Wellborn Cabinet, Inc.

    Wellborn Cabinet, Inc. is a family-owned company that has been manufacturing kitchen and bath cabinets for over 60 years. Competing directly with American Woodmark Corp, Wellborn Cabinet offers a diverse range of cabinetry styles, finishes, and customization options. The company's focus on quality, sustainability, and innovation has allowed it to thrive in the market and be recognized as a formidable competitor.


    American Woodmark Corp faces competition from various companies that specialize in cabinetry and related products. Companies like Masco Corporation, Fortune Brands Home & Security, Elkay Manufacturing Company, Master WoodCraft Cabinetry, and Wellborn Cabinet, Inc. are among its key competitors. Each of these competitors brings unique offerings, market presence, and customer-focused approaches, making the cabinetry industry a dynamic and competitive landscape.

    American Woodmark Corp SWOT Analysis


    • Strong brand reputation: American Woodmark Corp has built a strong brand reputation over the years, known for its high-quality and durable wood cabinets. This has helped the company establish a loyal customer base and maintain a competitive edge in the market.

    • Extensive product portfolio: The company offers a wide range of products, including kitchen cabinets, bath vanities, and home office cabinets. This extensive product portfolio allows American Woodmark Corp to cater to different customer preferences and target various market segments.

    • Robust distribution network: American Woodmark Corp has a well-established distribution network, including partnerships with major home improvement retailers, such as Home Depot and Lowe's. This enables the company to reach a large customer base and increase its market share.

    • Efficient manufacturing processes: The company has implemented efficient manufacturing processes, utilizing advanced technology and automation. This allows American Woodmark Corp to streamline production, reduce costs, and maintain high product quality.


    • Dependence on the housing market: American Woodmark Corp's business is highly dependent on the housing market. During economic downturns or periods of low housing demand, the company may experience a decline in sales and revenue.

    • Limited international presence: While American Woodmark Corp has a strong presence in the domestic market, its international footprint is relatively limited. This leaves the company vulnerable to fluctuations in the U.S. economy and exposes it to potential missed growth opportunities in international markets.

    • Vulnerability to raw material price fluctuations: The company relies on various raw materials, such as wood and metal, for its manufacturing processes. Fluctuations in the prices of these raw materials can impact American Woodmark Corp's profitability and margins.


    • Growing demand for home improvement products: The home improvement market has been witnessing steady growth, driven by factors such as increasing disposable income, changing consumer preferences, and a rising trend towards home renovations. American Woodmark Corp can capitalize on this opportunity by expanding its product offerings and targeting a wider customer base.

    • Expansion into international markets: With its strong brand reputation and quality products, American Woodmark Corp can explore opportunities for expansion in international markets. This would not only diversify the company's revenue streams but also reduce its dependence on the domestic housing market.

    • Technological advancements: The advancement of technology, such as smart home integration, presents an opportunity for American Woodmark Corp to innovate and introduce new products that cater to the evolving needs of customers. By staying at the forefront of technological advancements, the company can gain a competitive advantage in the market.


    • Intense competition: The home improvement industry is highly competitive, with numerous players vying for market share. American Woodmark Corp faces competition from both large companies and smaller local manufacturers. This competition can lead to price wars, reduced profit margins, and increased marketing expenses.

    • Economic uncertainties: Economic uncertainties, such as recessions or fluctuations in the housing market, can significantly impact American Woodmark Corp's business. A downturn in the economy may lead to decreased consumer spending on home improvement products, resulting in reduced demand for the company's offerings.

    • Changing consumer preferences: Consumer preferences and trends in the home improvement industry can change rapidly. If American Woodmark Corp fails to adapt to these changes, it may lose market share to competitors who are better aligned with evolving consumer demands.

    • Environmental regulations: The company's operations are subject to various environmental regulations, including restrictions on the use of certain materials and waste disposal. Failure to comply with these regulations can result in fines, lawsuits, and damage to the company's reputation. Additionally, increasing environmental consciousness among consumers may shift preferences towards eco-friendly alternatives, posing a threat to American Woodmark Corp if it fails to adapt to these changing consumer expectations.

    Key Takeaways

    • American Woodmark Corp is owned by individual and institutional shareholders, including mutual funds and investment firms.

    • The mission statement of American Woodmark Corp is to provide quality cabinetry products and services to enhance the beauty and functionality of homes.

    • American Woodmark Corp generates revenue through the manufacturing and selling of kitchen cabinets and bathroom vanities.

    • The Business Model Canvas of American Woodmark Corp encompasses key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.

    • Competitors of American Woodmark Corp include companies like Masco Corporation, Fortune Brands Home & Security, and MasterBrand Cabinets.

    • In terms of SWOT analysis, American Woodmark Corp has strengths such as a strong brand reputation and high-quality products, weaknesses such as dependence on the US housing market, opportunities such as increasing demand for home improvement, and threats such as intense competition and economic downturns.


    In conclusion, American Woodmark Corp is a successful company in the home improvement industry. With a strong mission statement focused on providing quality cabinetry solutions, they have established themselves as a market leader. Their innovative business model, as explained through the Business Model Canvas, allows them to generate revenue through various channels such as direct sales to consumers and partnerships with contractors.

    While American Woodmark Corp enjoys a strong market position, they do face competition from other players in the industry. Companies like Masco Corporation and Fortune Brands Home & Security Inc. are some of their main competitors in the market.

    Conducting a SWOT analysis, we can see that American Woodmark Corp has several strengths such as their strong brand reputation and extensive product portfolio. However, they also face challenges such as potential economic downturns and increasing competition. By leveraging their strengths and addressing their weaknesses, American Woodmark Corp can continue to thrive in the ever-evolving home improvement industry.


    What are the 4 areas of SWOT analysis?

    The four areas of SWOT analysis are:

    1. Strengths: These are the internal factors that give an organization an advantage over others. They could include unique resources, expertise, strong brand reputation, or a loyal customer base.

    2. Weaknesses: These are the internal factors that put an organization at a disadvantage compared to others. They could include limited resources, outdated technology, poor customer service, or a weak market position.

    3. Opportunities: These are the external factors that could potentially benefit an organization. They could include emerging markets, new customer segments, technological advancements, or changes in regulations.

    4. Threats: These are the external factors that could potentially harm an organization. They could include intense competition, economic downturns, changing consumer preferences, or new regulations that increase costs or restrict operations.

    What is the SWOT analysis for every company?

    It is not possible to provide a SWOT analysis for every company as each company has its own unique strengths, weaknesses, opportunities, and threats. A SWOT analysis is a strategic planning tool used to evaluate the internal and external factors that can affect a company's performance. It involves identifying the company's strengths and weaknesses (internal factors) and opportunities and threats (external factors) in order to develop strategies and make informed business decisions. Therefore, the SWOT analysis for each company will vary based on its specific circumstances, industry, market conditions, and other factors.

    What is the difference between SWOT analysis and TOWS matrix?

    SWOT analysis and TOWS matrix are both strategic planning tools, but they have some key differences.

    SWOT Analysis:

    1. Meaning: SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It is a tool used to assess the internal and external factors affecting an organization.
    2. Focus: SWOT analysis focuses on identifying and evaluating the internal strengths and weaknesses of an organization, as well as the external opportunities and threats it faces.
    3. Assessment: The analysis involves identifying the organization's strengths and weaknesses, which are internal factors that are within the organization's control. It also identifies the opportunities and threats, which are external factors that the organization cannot control but can respond to.
    4. Purpose: The purpose of SWOT analysis is to provide an overview of the organization's current situation and help identify areas of improvement or potential risks.
    5. Application: SWOT analysis is widely used in business planning, market research, and competitive analysis.

    TOWS Matrix:

    1. Meaning: TOWS matrix is an extension of the SWOT analysis. It stands for Threats, Opportunities, Weaknesses, and Strengths. It is used to develop strategic options based on the SWOT analysis.
    2. Focus: TOWS matrix focuses on using the insights gained from the SWOT analysis to develop strategic actions and plans.
    3. Assessment: It takes the strengths and weaknesses identified in the SWOT analysis and matches them with the opportunities and threats to develop strategic options.
    4. Purpose: TOWS matrix helps organizations develop strategies that leverage their strengths to take advantage of opportunities and overcome weaknesses to minimize threats.
    5. Application: TOWS matrix is frequently used in strategic management and planning to generate alternative strategies and assess their feasibility.

    In summary, SWOT analysis is a tool for assessing an organization's internal and external factors, while the TOWS matrix is an extension that helps develop strategic options based on the SWOT analysis.

    How to do a SWOT analysis for a company?

    To perform a SWOT analysis for a company, follow these steps:

    1. Identify the objective: Determine the purpose of conducting the SWOT analysis. For example, it could be to assess the company's current position, evaluate a new business venture, or analyze the competition.

    2. Gather information: Collect relevant data about your company and its internal and external factors. This includes reviewing financial statements, market research, customer feedback, and competitor analysis.

    3. Identify strengths: Assess the company's internal capabilities and advantages. Focus on areas where the company outperforms competitors, such as unique products, strong brand, skilled workforce, or efficient processes.

    4. Identify weaknesses: Analyze the company's internal limitations and areas that require improvement. Look for factors that put the company at a disadvantage compared to competitors, such as outdated technology, high employee turnover, lack of market presence, or poor customer service.

    5. Identify opportunities: Examine external factors that could benefit the company or create new opportunities. Consider market trends, changes in regulations, emerging technologies, or gaps in the market that the company can exploit.

    6. Identify threats: Analyze external factors that could potentially harm the company or pose challenges. These may include intense competition, economic downturns, changing consumer preferences, new regulations, or disruptive technologies.

    7. Analyze and prioritize: Review the findings of your SWOT analysis and determine which factors are most significant. Evaluate how strengths can be leveraged, weaknesses can be addressed, opportunities can be pursued, and threats can be mitigated.

    8. Develop strategies: Based on the analysis, develop strategies that capitalize on strengths, minimize weaknesses, exploit opportunities, and address threats. These strategies should align with the company's overall goals and objectives.

    9. Implement and monitor: Put the strategies into action and regularly monitor their progress. Continuously update the SWOT analysis as circumstances change, and adjust strategies accordingly.

    Remember, a SWOT analysis is a dynamic process that should be revisited periodically to ensure it remains relevant and useful for the company's strategic planning.

    Want to create a presentation now?

    • instantly

      Instantly Create A Deck

      Let PitchGrade do this for me

    • smile

      Hassle Free

      We will create your text and designs for you. Sit back and relax while we do the work.

    Explore More Content