Amarr

What Amarr does

Amarr designs, manufactures, and distributes sectional overhead garage doors for the North American residential and commercial markets, operating from its Winston-Salem, NC headquarters. Founded in 1951 by the Brenner family and now a wholly-owned subsidiary of Swedish entrance-systems conglomerate ASSA ABLOY, the company operates more than 60 Door Centers across the United States, Canada, and Mexico, combining manufacturing, distribution, and customer-facing service functions. Its product portfolio spans multiple residential steel collections (Classica, Lincoln, Olympus, Northwoods, Heritage, Hillcrest, Designer's Choice, Carriage Court), residential aluminum full-view lines (Vista, Horizon), a full commercial range (sectional steel and aluminum, rolling steel in 4000–4500 series, commercial operators), and complementary garage door openers distributed through Kwikset FLEX and LiftMaster partnerships.

Amarr's go-to-market is exclusively wholesale: the company does not sell direct to end customers but distributes through more than 4,000 independent professional garage door dealers across North America plus retail channels at Costco Warehouses, Sam's Club, and Window World. Manufacturing leverages a fully integrated software stack for production scheduling and minimal changeovers, with 90% recycled steel usage and CFC/HFC/HCFC-free insulation as core sustainability claims. Proprietary product features include the Safe Guard safety system with pinch protection, the Color Zone custom paint program offering 900+ Sherwin-Williams SnapDry colors, WindPro wind-load reinforcement for hurricane-prone regions, and the Quiet Door system that reduces operation noise by up to 38%.

Revenue is generated from hardware sales — garage doors and openers — to dealers and retail partners, with final pricing set by dealers based on collection, construction type, insulation, size, and custom options. The company does not publicly disclose financial results; industry context includes a 5–6% coordinated manufacturer price increase in April 2025 and steel input cost inflation of 35.6% since July 2024 alongside layered US import tariffs. California Proposition 65 disclosures for chemicals such as titanium dioxide and methanol are required on certain products, consistent with broad regulatory reach across the SKU range.

Name

Amarr

Legal name

AMARR COMPANY

Website

https://amarr.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Amarr, an ASSA ABLOY subsidiary founded in 1951, designs and manufactures residential and commercial sectional garage doors distributed wholesale through 4,000+ independent dealers and retail partners across North America via 60+ Door Centers.

Ownership category

akta.pro rank

Headquarters

HQ city

Winston Salem

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Garage Door Manufacturing and Wholesale Distribution: Amarr designs, manufactures, and distributes sectional garage doors for residential and commercial markets through a wholesale channel model. Revenue is generated from selling doors to independent dealers and retailers who then sell and install to end customers.
2. Garage Door Opener Distribution: Distribution of garage door openers including Kwikset FLEX and LiftMaster brands through the same dealer network.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Amarr designs, manufactures, and distributes sectional overhead garage doors for residential and commercial applications, along with garage door openers, through a wholesale channel of over 4,000 independent professional dealers and retail partners including Costco, Sam's Club, and Window World. The product portfolio spans residential steel and aluminum door collections, commercial sectional and rolling steel doors, commercial operators, and residential garage door openers, all manufactured at over 60 Door Centers in the United States, Canada, and Mexico.

Product overview

Amarr is a manufacturer of residential and commercial garage doors operating since 1951. The product portfolio includes multiple residential steel garage door collections (Classica, Lincoln, Olympus, Northwoods, Heritage, Hillcrest, Designer's Choice, Carriage Court) and residential aluminum full view doors (Vista, Horizon). Commercial offerings include sectional steel and aluminum doors, rolling steel doors in various series (4000-4500), and commercial operators. The company also offers garage door openers through Kwikset FLEX and LiftMaster brands. Products are sold through over 4,000 independent dealers and major retailers, with all products proudly made in the USA.

Differentiator

Problem solved

Functional benefit

Brands

• Classica Collection: Carriage house garage doors introduced in 1995, made with 3-sections for authentic carriage house look with over 100 designs
• Heritage Collection
• Lincoln Collection
• Hillcrest Collection
• Olympus Collection
• Northwoods Collection
• Designer's Choice Collection
• Color Zone
• Amarr Vista
• Amarr Horizon
• Kwikset FLEX
• Safe Guard
• WindPro
• Quiet Door

Products and services

• Classica Collection (CL1000, CL2000, CL3000) Carriage house style residential garage door collection introduced in 1995, made with 3 sections for a more vertical authentic look, offering over 100 unique designs with durable steel construction. Sold through independent dealers and major retailers for homeowner installation.
• Lincoln Collection (LI1000, LI2000, LI3000, LI3138) Value-priced steel residential garage door collection offering timeless traditional and modern designs with single, double, and triple-layer construction options, factory-finished paint colors, and DecraTrim window inserts.
• Olympus Collection (OL3138, OL3200) Premium triple-layer residential steel garage door with polyurethane insulation achieving R-values of 13.35 or 19.40, delivering superior energy efficiency and quiet operation with durable low-maintenance construction.
• Northwoods Collection (NW3138, NW3000) Modern plank design residential garage door with multi-hued digitally printed woodgrain pattern that mimics genuine wood appearance, featuring triple-layer construction with 24-gauge steel. Sold through independent dealers and major retailers for homeowner installation.
• Heritage Collection (HR1000, HR2000, HR3000) 24-gauge residential steel garage door collection with lifetime warranty, available in carriage house designs (Bead Board, Long Bead Board, Recessed, Raised panels) and in single, double, and triple-layer construction options.
• Hillcrest Collection (HI1000, HI2000, HI3000, HI3138) Budget-friendly residential steel garage door collection available in single, double, and triple-layer constructions with traditional and modern designs, factory-finished paint colors including Black as a standard option.
• Designer's Choice Collection (DC3138, DC3200) Premium residential garage door collection featuring triple-layer sandwich construction (Steel + Insulation + Steel Interior) with high R-values for energy efficiency. Sold through independent dealers and retailers for homeowner installation.
• Carriage Court Collection Carriage house style residential steel garage door collection with traditional designs, Made in USA compliant, sold through independent Amarr dealers and major retailers.
• Amarr Vista (VI1000) Aluminum full view residential garage door offering maximum visibility and modern aesthetics, approved for certain wind load pressures via the ClearView strut system.
• Amarr Horizon (HO1000) MultiView aluminum residential garage door with anodize, powder coat, or high-performance PVDF finish options, approved for wind load applications.
• Commercial Sectional Steel Doors (2002-2743 Series) Wide range of commercial sectional steel overhead doors including models 2432, 2731, 2002/2012/2022, 2402/2412/2422, 2502/2512/2522, 2042, 2742, 2741, 2747, and 2743 for warehouses, industrial facilities, retail, and auto dealerships.
• Commercial Sectional Aluminum Doors (3502, 3552, 3582) Commercial aluminum sectional doors available with various finishes; model 3502 available only with Clear anodize finish, while 3552 and 3582 offer anodize, powder coat, or PVDF finishes.
• Commercial Rolling Steel Doors (4000-4500 Series) Complete line of commercial rolling steel doors including Slat (4000/4010/4020/4030), Insulated Slat (4100/4110/4120/4130), Fire (4200/4210), Grilles (4310/4320/4330), Counter (4400/4401/4410/4411/4420/4421), and Counter Fire (4500/4501/4510/4511) models.
• Kwikset FLEX Garage Door Openers Residential garage door opener line available in Kwikset FLEX 800 and Kwikset FLEX 1000B models, positioned as quiet and reliable with industry-leading warranty, sold through Amarr's dealer network.
• LiftMaster Garage Door Openers Commercial and residential garage door openers from LiftMaster distributed through Amarr's dealer network, offering various drive types including chain drive, belt drive, screw drive, and direct drive options.
• Commercial Operators Commercial door operators including AT Dominator Hiro, AT Dominator EasyRoller 14, AT Dave, AT Dominator ShedMaster, and similar models for automated commercial door operation, sold through Amarr's dealer and commercial channels.

Quantifiable outcome

• Reduces garage door operation noise by up to 38%
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• ASSA ABLOYcoreOthersAmarr is a subsidiary of ASSA ABLOY, one of the world's leading companies in entrance systems. ASSA ABLOY provides corporate backing and brand association. Amarr's parent company status means ASSA ABLOY has full ownership and control of the company.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Clopay Corporation: Clopay is the largest US garage door manufacturer, offering residential and commercial sectional doors across competing product lines (Classic, Premium, Modern Steel). Closest direct peer to Amarr with overlapping collections, dealer channel, and Made-in-USA positioning.
• Overhead Door Corporation: Overhead Door, owned by Overhead Door Corporation (part of Sanwa Holdings), manufactures residential and commercial garage doors with a comparable dealer network and product portfolio. One of the original industry players with overlapping customer base in North America.
• Wayne Dalton: Wayne Dalton manufactures residential garage doors, commercial sectional doors, and rolling steel doors, sold through a similar professional dealer network. Direct competitor across both residential and commercial product lines serving North American builders and replacement markets.
• CHI Overhead Doors: CHI Overhead Doors manufactures residential and commercial garage doors, including sectional and rolling steel models, distributed through a dealer channel similar to Amarr. Competes directly across price tiers and overlapping product features.
• Haas Door Company: Haas Door is an Ohio-based manufacturer of residential garage doors distributed through independent dealers. Competes in the premium residential carriage house and wood-grain segments where Amarr's Classica and Northwoods collections are positioned.
• Raynor Garage Doors: Raynor manufactures residential and commercial overhead sectional doors marketed through authorized dealers. Overlapping product range with Amarr across residential and light commercial applications, similar distribution model.

Broad incumbents

• Hörmann Group: Hörmann is a European-headquartered global manufacturer of garage doors, industrial doors, and entrance systems with North American operations. Broader geographic reach and broader product portfolio than Amarr, with overlapping sectional and commercial door offerings.
• ASSA ABLOY Entrance Systems: ASSA ABLOY Entrance Systems is Amarr's parent division, supplying automatic doors and entrance solutions globally. Provides corporate backing for Amarr and represents the broader entrance systems category where commercial overlap exists in industrial door segments.

Regional players

• Garaga: Garaga is a Canadian-headquartered garage door manufacturer with primary distribution across Canada and the US. Comparable residential product mix and dealer channel; operates primarily in markets overlapping Amarr's Canadian Door Center footprint.

Others

• LiftMaster: LiftMaster (Chamberlain Group) is a leading garage door opener brand whose products are distributed by Amarr through its dealer network. Ecosystem participant rather than direct competitor on doors; relevant as opener partner and potential competitive threat to Amarr's Kwikset FLEX line.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/amarrgaragedoors
• Facebookfacebook.com/amarrgaragedoors
• LinkedInlinkedin.com/company/amarr-garage-doors

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Amarr