CustomMade Retrenches as Retailer Wayfair Hires Its Staff
June 5, 2015 | 11:36 pm CDT Wayfair trestle table

CAMBRIDGE, MA -, the online marketplace for thousands of custom cabinet and furniture makers, is downsizing, with CEO Mike Salguero departing and co-founder Seth Rosen stepping into that role.

CustomMade, launched by in 1996 by woodworker Ted Whitenkraus was acquired by entrepreneurs Mike Salguero and Seth Rosen in 2009, who raised millions in venture capital from Google and other sources (including $18 million in June 2013) to expand it into a large scale two-sided marketplace. Wood products providers grew from 350 to the current 7,500 custom woodworkers and craftsmen, among CustomMade's 13,000 "Makers" - independent artisans and craftspeople - who sell wares to consumers and some commercial customers.

 A larger interior project. 

Salguero, who keynoted at AWFS Fair woodworking show in 2013, acquired in 2009 with partner Rosen. Originally woodshop paid an annujal fee to be listed at Later the fee was eliminated, and began taking a percent of sales initiated by its artisans through its site. 

The company also was at work developing Concierge service, a market place for bigger interior projects and for assistance in purchasing custom woodwork. 

The venture-capital funded marketplace at one point had more than 7,000 woodworking vendors creating custom projects ordered through the company website. Investors included Google Ventures, NextView Ventures, First Round Capital, LaunchCapital and Schooner Capital. Altogether CustomMade raised $29 million from investors. 

Now, news outlets say has just 8 employees remaining, with most of their former colleagues hired by, a home interiors marketing site.  




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About the author
Bill Esler | ConfSenior Editor

Bill wrote for, FDMC and Closets & Organized Storage magazines. 

Bill's background includes more than 10 years in print manufacturing management, followed by more than 30 years in business reporting on industrial manufacturing in the forest products industries, including printing and packaging at American Printer (Features Editor) and Graphic Arts Monthly (Editor in Chief) magazines; and in secondary wood manufacturing for

Bill was deeply involved with the launches of the Woodworking Network Leadership Forum, and the 40 Under 40 Awards programs. He currently reports on technology and business trends and develops conference programs.

In addition to his work as a journalist, Bill supports efforts to expand and improve educational opportunities in the manufacturing sectors, including 10 years on the Print & Graphics Scholarship Foundation; six years with the U.S. WoodLinks; and currently on the Woodwork Career Alliance Education Committee. He is also supports the Greater West Town Training Partnership Woodworking Program, which has trained more than 950 adults for industrial wood manufacturing careers. 

Bill volunteers for Foinse Research Station, a biological field station staddling the border of Ireland and Northern Ireland, one of more than 200 members of the Organization of Biological Field Stations.