What SEURA does

Séura is a privately held, woman-owned designer and manufacturer of integrated lighted mirrors, vanishing TV mirrors, and outdoor televisions, headquartered and produced to order at its Green Bay, Wisconsin facility. Founded in 2003 by Tim and Gretchen Gilbertson from a garage-built TV mirror prototype, the company has built a 20+ year portfolio spanning residential vanities, hospitality guest rooms, and commercial interiors, with named customers including Disney, Hilton, Marriott, Four Seasons, Ritz-Carlton, Mercedes-Benz, and Starbucks across a stated 200+ brand logo base. Its product architecture combines proprietary mirror substrates (copper-free glass with UV protective coating, patented marine-grade housing) with embedded COB LED lighting systems, with Proluxe-supplied tunable-white technology shifting color temperature from 2700K to 5000K for human-centric applications.

Séura monetizes through one-time hardware sales across multiple price tiers (entry lighted mirrors from approximately $387, custom and vanishing TV mirrors commonly reaching $1,500–$12,999+) supported by add-on modules such as touch-control dimming, color temperature control, defogger, and night light. The go-to-market motion is hybrid: a direct e-commerce storefront at seura.com, a 20%+ trade discount program for architects, designers, contractors, and AV integrators, a 20+ regional residential sales rep network spanning the US and Canada, and a dedicated hospitality/commercial sales channel operating alongside a separate contract.seura.com portal. Pricing is largely quote-based for custom configurations (sizes up to 94x70 inches, 100+ frame options, multiple lighting designs).

The company is family-owned and entirely founder-controlled with no disclosed external institutional investors, no acquisitions, and no public revenue figures, operating under LEED Certified and Woman-owned Business Enterprise certifications that support RFP-driven commercial and government contract positioning. Recent strategic emphasis has expanded from purely custom residential mirror work into standardized commercial offerings (Foundation Series, 2025), tunable-light sub-brands (Séura Mirrors Powered by Proluxe), and continued presence in the hospitality design channel (BDNY 2026).

Name

SEURA

Legal name

Séura

Website

https://seura.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Short description

Séura is a Green Bay, Wisconsin-based manufacturer of integrated lighted mirrors, vanishing TV mirrors, and outdoor televisions serving residential, hospitality, and commercial customers through e-commerce, a 20+ rep dealer network, and a dedicated trade program.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Residential Electric Lighting Fixture Manufacturing (335131), Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132), Electric Lighting Equipment Manufacturing (3351)

SIC

Electric Lighting & Wiring Equipment (3640), Household Audio & Video Equipment (3651), Glass & Glassware, Pressed Or Blown (3220)

akta.pro primary industry

Lighting Parts, Shades & Accessories Retail (Harps, Finials, Glass, Mounting) (CRAIAHAI)

akta.pro secondary industry

Commercial & Industrial Lighting Retail (High Bay, Troffers, Warehouse) (CRAIAHAG)

Keywords

• Lighted vanity mirrors
• Vanishing TV mirrors
• Outdoor televisions
• Custom mirror solutions
• Designer mirror frames

Headquarters

HQ city

Green Bay

HQ country

United States

HQ region

North America

Offices1 record

Markets served

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

1. Lighted Mirrors: One-time purchase of LED lighted vanity mirrors with various lighting designs (Allegro, Halo, Forte, Veda, Lumin). Prices range from approximately $387 to $4,559 depending on size, design, and features. Includes customization options for size, shape, frame, and technology upgrades.
2. TV Mirrors: One-time purchase of vanishing TV mirrors combining television display with mirror aesthetics. Custom crafted to order in Green Bay, Wisconsin. Prices vary by TV size, mirror dimensions, and mounting configuration.
3. Outdoor TVs: Sale of outdoor television products including Full Sun Series (full sun exposure) and Shade Series 2 (shaded areas). Includes accessories like soundbars, mounts, and covers.
4. Designer Frames: Sale of decorative frames to complement Séura mirrors. Over 100 frame options available in various finishes including metal, wood, leather, and lacquer.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels12 records

Core offering

Séura designs and manufactures integrated LED Lighted Mirrors, Vanishing TV Mirrors, and Outdoor TVs that combine premium design aesthetics with proprietary display and lighting technology. Products are custom crafted to order in Green Bay, Wisconsin, with extensive customization (100+ frames, custom sizes up to 94" x 70", multiple lighting designs, marine-grade housing) and sold through direct e-commerce, a residential sales rep network, a trade professional program, and a dedicated hospitality/commercial channel.

Product overview

Séura is an award-winning manufacturer offering a comprehensive portfolio of mirror and television solutions. The core product lines include LED Lighted Mirrors (available in Classic Design Collection with marine-grade housing featuring Allegro, Halo, Forte, Veda, and Lumin designs), TV Mirrors (Vanity TV Mirrors, Entertainment TV Mirrors, and TV Mirror Walls), and Outdoor TVs (Full Sun Series and Shade Series 2). The company also offers Custom Mirrors with extensive personalization options, 100+ frame styles, technology upgrades (touch control dimming, color temperature, defogger, night light), outdoor soundbars, and the Foundation Series for commercial projects. Products are crafted to order in Green Bay, Wisconsin, with maximum mirror sizes up to 94 inches by 70 inches. The portfolio serves residential, hospitality, and commercial markets through a network of residential representatives across North America.

Differentiator

Problem solved

Functional benefit

Brands

• Séura Mirrors Powered by Proluxe: A partnership between Séura and Proluxe Lighting bringing advanced tunable lighting technology (HTL COB Tunable White linear LEDs) to Séura's Lighted Mirrors and Lighted TV Mirrors.

Products and services

• Lighted Mirrors LED Lighted Vanity Mirrors offering bright, natural light with superior quality and brightness. Available in multiple lighting designs (Allegro, Halo, Forte, Veda, Lumin) with customization options including touch control, defogger, and various shapes. Sold direct to homeowners and through the trade program and residential rep network.
• TV Mirrors (Vanishing) Vanishing TV Mirrors that function as a high-performance TV when on and a stunning mirror when off. Includes Vanity TV Mirrors for bathrooms and Entertainment TV Mirrors for living spaces. Custom crafted to order in Green Bay, Wisconsin.
• TV Mirror Walls Large-scale mirror wall solutions that transform into high-performance TVs when switched on and appear as stunning mirrors when off. Customizable sizing and configurations for commercial and residential projects.
• Round TV Mirror A round mirror that reveals a premium TV when turned on and blends seamlessly into dining rooms and home bar spaces when off.
• Full Sun Series Outdoor TV Outdoor TV designed for full sun exposure areas, available in display sizes 50" to 85". Built to withstand outdoor elements with high brightness for visibility in direct sunlight.
• Shade Series 2 Outdoor TV Outdoor TV designed for shaded outdoor areas, available in display sizes 43" to 75". Features weather-resistant construction for covered outdoor environments.
• 80W Outdoor Soundbar Weatherproof outdoor soundbar providing 80 watts of audio output. Available in 37.8-inch (model SSB-1) and 57.0-inch (model SSB-2) widths for outdoor entertainment setups.
• Designer Frames Designer frame collection with 100+ frame options to complement any designed space from traditional to modern styles. Includes various finishes such as wood, metal, leather, and lacquer options.
• Custom Mirrors Bespoke mirror configuration service allowing customers to create fully custom pieces with specific mirror type, TV size, mirror size and shape, lighting design, frame options, and technology upgrades. Mirrors up to 94" x 70" are crafted to order.
• Foundation Series Commercial mirror collection designed to simplify specification, reduce costs, and accelerate commercial projects with consistent, ready-to-deploy mirror solutions. Sold through the contract.seura.com channel for hospitality and commercial buyers.
• Classic Design Collection Lighted Mirrors Lighted mirrors inspired by clean, sharp lines of classic architecture, featuring patented marine-grade mirror housing with up to 2x more lux output, 50% lighter weight, and rust-free materials. Includes Lumin, Allegro, Veda, and Forte designs.

Quantifiable outcome

• Up to 2x more lux output compared to previous generations
• +3 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Proluxe LightingcoreTechnology or IntegrationSéura and Proluxe Lighting partnered to bring advanced tunable lighting technology to Séura's Lighted Mirrors and Lighted TV Mirrors. Proluxe's HTL COB Tunable White linear LEDs allow color temperature shift from 2700K to 5000K, supporting wellness and visual clarity. This partnership extends the smart home experience into the bathroom for integrators.
• HTA (Home Technology Association)coreGTM or Marketing PartnerHTA is a supporting brand partner that helps homeowners, home designers, and building professionals find qualified home technology installation firms for their projects. Séura is recognized as an HTA Supporting Brand.
• CrestroncoreTechnology or IntegrationCrestron provides control and automated systems for homes, offices, schools, hospitals, hotels and more. Séura products work with Crestron control systems for seamless installation.
• SavantcoreTechnology or IntegrationSavant is a recognized leader in home control and automation and one of the fastest-growing smart home companies in luxury and mid-market. Séura products integrate with Savant systems.
• Control4coreTechnology or IntegrationControl4 is a leading provider of personalized automation and control solutions. Séura products are compatible with Control4 home automation systems.
• One FireflycoreGTM or Marketing PartnerOne Firefly and Séura relaunched their co-marketing partnership with a redesigned brand page built to elevate dealer websites. This enhanced digital experience helps partners showcase Séura's mirror technology with greater clarity, refinement, and impact while strengthening online presence.
• CEDIAcoreGTM or Marketing PartnerIndustry affiliation for custom electronics and home automation professionals. Séura participates in CEDIA events and has received multiple CEDIA awards.
• Women in CEminorGTM or Marketing PartnerIndustry organization supporting women in consumer electronics. Séura participates as a woman-owned business.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Peerless-AV: Peerless-AV manufactures outdoor displays, TV mounts, and AV solutions for commercial and residential applications. They overlap with Séura's outdoor TV line and serve similar integrator channels, particularly in commercial and hospitality outdoor entertainment installations.
• Coastal Source: Coastal Source designs and manufactures high-performance outdoor audio, lighting, and entertainment systems for luxury residential and hospitality markets. They compete with Séura's outdoor TV line and share the same premium integrator-driven distribution model.

Direct peers

• SunBriteTV: SunBriteTV is a leading manufacturer of weatherproof outdoor televisions with product lines covering full-sun, partial-sun, and shade applications. They directly compete with Séura's Full Sun Series and Shade Series 2 outdoor TVs in both residential and commercial outdoor entertainment installations.
• Robern: Robern (a Kohler company) manufactures premium lighted mirrors, medicine cabinets, and vanity solutions for residential bathrooms. They overlap with Séura's lighted vanity mirror and medicine cabinet product lines in the luxury residential and hospitality segments.
• Ad Notam: Ad Notam (formerly Mirror Image) is a German manufacturer specializing in mirror TV solutions and integrated mirror displays for residential and commercial applications. The company competes directly with Séura's vanishing TV mirror product line in the design-integrated display category.
• Electric Mirror: Electric Mirror is the closest direct competitor to Séura, manufacturing lighted vanity mirrors and TV mirrors for hospitality, commercial, and residential markets. The two companies compete head-to-head on mirror-integrated TV technology, LED vanity mirrors, and custom configurations for hotels and luxury homes.
• Evervue: Evervue manufactures mirror TVs, waterproof bathroom TVs, and outdoor televisions, competing directly with Séura across both indoor TV mirrors and outdoor display products. The company targets similar luxury residential and hospitality segments.

Broad incumbents

• Samsung (The Frame / Lifestyle TVs): Samsung's The Frame and lifestyle TV lines offer 'TV-as-art' design-integrated displays that compete with Séura's vanishing TV mirror concept at lower price points and broad retail availability. While not a mirror product, Samsung addresses the same design-conscious customer segment that Séura targets with TV mirrors.
• LG Electronics (OLED Objet / Lifestyle): LG's OLED Objet Collection and lifestyle TV offerings compete for the design-integrated TV use case. As a global consumer-electronics incumbent with significantly larger R&D and marketing budgets, LG represents both a competitor and a potential partner or acquirer for the TV-mirror category.
• Kohler (Indoor/Outdoor Living): Kohler, parent of Robern, is a broad home fixtures and furnishings incumbent that competes with Séura in lighted mirrors, medicine cabinets, and bathroom solutions. As a much larger player with global distribution, Kohler/Robern represents a scaled competitor and potential strategic acquirer in the bathroom lighting and mirror space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/seura
• YouTubeyoutube.com/user/WatchSeura
• Facebookfacebook.com/seuraincorporated
• Instagraminstagram.com/seura
• TikToktiktok.com/@officialseura
• Pinterestpinterest.com/seura
• LinkedInlinkedin.com/company/seura

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 SEURA