WII Components relies on its craftiness in the wood products business. Through its Woodcraft, PrimeWood, and Brentwood subsidiaries, the company makes hardwood and rigid thermofoil cabinet doors and cabinet components for both kitchen and bath. WWII Components has more than a dozen manufacturing facilities throughout the US and sells its products directly to kitchen and bath cabinet manufacturers (accounting for about 95% of sales), who in turn sell their products to home center retailers, homebuilders, and specialty cabinet dealers. Customers include Masco Corporation (more than one-third of sales) and Elkay Manufacturing (about 20%). WII Components is controlled by private equity firm Olympus Partners.
WWII Components claims to be one of the three largest manufacturers in the independent US cabinet component industry, holding roughly one-quarter of the total market share. It competes with the likes of Conestoga Wood Specialties and Appalachian Hardwood Lumber. Although it does most of its business in North America, the company faces stiff competition, not only from domestic rivals, but from international cabinet parts makers who may have the advantage of cheaper sources of raw materials and therefore the ability to offer products at lower prices. To remain competitive, WWII Components' strategy is to continue to invest in ramping up production and developing new or adjusted products according to demand.