Sage Home
SageHome Brands is a US direct-to-consumer home services platform operating eight regional bath-remodeling brands across 21 states, delivering walk-in baths, walk-in showers, and tub-to-shower conversions for seniors, veterans, and individuals with accessibility needs.
- Company typePrivate
- Founded2021
- HeadquartersAtlanta, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Sage Home does
SageHome Brands is a US-based home services platform specializing in bathroom remodeling for aging-in-place applications, founded in 2021 and headquartered in Atlanta, Georgia. The company operates through a portfolio of eight regional brands (Smart Bath, New Bath Today, CareFree Home Pros, Midwest Bath Co., Colorado Living, One Day Bath, BathWise, and Midwest Bath of the Rockies) serving more than 16 states (21 states following the August 2023 Colorado Living acquisition), targeting seniors, veterans, and individuals with mobility or accessibility challenges. Its core product categories are walk-in baths, walk-in showers, and tub-to-shower conversions, sourced via exclusive dealer relationships with three premium manufacturers: KOHLER (LuxStone Showers), Jacuzzi Bath Remodel, and Swan Bath & Shower Systems.
The business model is project-based, direct-to-consumer home services. Revenue is generated from one-time remodeling projects priced via custom quotes that vary by scope, product selection, and geography. The company does not disclose standard pricing tiers publicly. Go-to-market is multi-brand and multi-channel: each regional brand operates its own website and local sales presence, supported by a central phone line (1-800-280-7572), content marketing, and brand-specific organic social. Customer segments are horizontally diversified across personas (seniors, veterans, individuals with access difficulties, and general homeowners seeking aesthetic upgrades), with mission-driven positioning on safety and accessibility as the unifying value proposition.
SageHome has grown almost entirely through acquisition rather than organic expansion. Backed by private equity firm Cairngorm Capital Partners, the company executed three completed acquisitions between May 2022 and October 2023: New Bath Today (May 2022, Indianapolis), Colorado Living LLC (August 2023, Mountain region entry), and Safe Showers/BathWise (October 2023, Texas, accessibility-focused). By August 2023, post-Colorado Living, the company reported revenue exceeding $130 million and a footprint of 251–500 employees across the US, with no public disclosure of headcount or revenue trends since that point.
Sage Home firmographics
Firmographics- Name
- Sage Home
- Legal name
- SageHome Brands
- Website
- https://sagehomenow.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- SageHome Brands is a US direct-to-consumer home services platform operating eight regional bath-remodeling brands across 21 states, delivering walk-in baths, walk-in showers, and tub-to-shower conversions for seniors, veterans, and individuals with accessibility needs.
- Ownership category
- akta.pro rank
Sage Home industry classification
Industry- Product category
- Bathroom Remodeling Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120)
- SIC
- General Bldg Contractors - Residential Bldgs (1520)
- akta.pro primary industry
- Bathroom Renovation for Accessibility (Walk-In Tubs, Roll-In Showers) (HSABAJAN)
- akta.pro secondary industry
- Luxury / Spa Bathroom Upgrades (Steam Showers, Saunas, Jetted Tubs) (HSAPABAO)
Keywords
Where Sage Home is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Sage Home business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Bathroom Remodeling Services: Project-based revenue from bathroom remodeling, walk-in bath installations, walk-in shower installations, and tub-to-shower conversions. The company operates through multiple regional brands across 16+ U.S. states.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom quote-based pricing for bathroom remodeling projects |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Sage Home product offering
Product offeringCore offering
Sage Home (SageHome Brands) is a direct-to-consumer home services company that provides bathroom remodeling and modification solutions focused on accessibility and aging-in-place. It operates a family of regional brands that install walk-in baths, walk-in showers, and tub-to-shower conversions using products from manufacturing partners such as KOHLER, Jacuzzi Bath Remodel, and Swan, serving homeowners across 16+ U.S. states.
Product overview
SageHome Brands is a home services organization whose mission is to provide stylish home modifications for people who want to gracefully age in place. The company operates as a multi-brand platform consisting of eight regional bath remodeling brands (Smart Bath, New Bath Today, CareFree Home Pros, Midwest Bath Co., Colorado Living, One Day Bath, BathWise, and Midwest Bath of the Rockies) serving 16+ states. The product portfolio centers on three core product categories: Walk-In Baths, Walk-In Showers, and Tub-to-Shower Conversions, all designed for accessibility and aging-in-place applications. Products are sourced from manufacturing partners including KOHLER (LuxStone Showers), Jacuzzi (Bath Remodel), and Swan (Bath & Shower Systems). The company grew through acquisitions including New Bath Today (2022), Colorado Living LLC (2023), and Safe Showers/BathWise (2023), expanding from a single state to over 21 states with revenue exceeding $130 million.
Differentiator
Problem solved
Functional benefit
Brands
- CareFree Home Pros: Bath remodeling company serving homeowners throughout Connecticut and Western Massachusetts, providing high-end solutions for bath and shower makeovers.
- Midwest Bath Co.
- New Bath Today
- BathWise
- Midwest Bath of the Rockies
- Smart Bath
- Colorado Living
- One Day Bath
Products and services
- Smart Bath
- New Bath Today
- CareFree Home Pros
- Midwest Bath Co.
- Colorado Living
- One Day Bath
- BathWise (Formerly Safe Showers)
- Midwest Bath of the Rockies
- Walk-In Baths
- Walk-In Showers
- Tub-to-Shower Conversions
Companies that use Sage Home
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Sage Home technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Sage Home partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Safe ShowerscoreAcquired Safe Showers (now BathWise), a bath remodeling company specializing in accessible installations for seniors, veterans, and others with access difficulties. The acquisition enhanced SageHome's market presence in accessibility solutions.
- Colorado Living LLCcoreAcquired Colorado Living LLC, expanding operations to 21 states and increasing revenue to over $130 million. The acquisition introduced SageHome's presence to the Mountain region, with Colorado Living specializing in bath remodeling for seniors.
- New Bath Today Inc.coreAcquired Indianapolis-based New Bath Today, a bathroom renovation specialist, to expand aging-in-place offerings. The deal involved the Redman family, with ongoing leadership by NBT's CEO and president.
- KOHLERcoreExclusive manufacturing partner for KOHLER LuxStone Showers and KOHLER walk-in tubs and bathtubs. New Bath Today serves customers with KOHLER-manufactured products including shower wall systems and tub-to-shower conversions.
- Jacuzzi Bath RemodelcoreExclusive Jacuzzi Bath Remodel dealer partnerships: Colorado Living (CO, WY), One Day Bath (UT), and Midwest Bath of the Rockies (Rocky Mountain Region, Utah) serve customers as exclusive dealers.
- Swan Bath & Shower SystemsminorManufacturing partner for Swan Bath & Shower Systems, offering additional product options for bathroom remodeling projects.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Sage Home competitors and assessment
Company assessmentDirect peers
- Re-Bath: National bath remodeling franchise specializing in full bathroom renovations including walk-in tubs, accessibility conversions, and shower replacements; directly comparable to SageHome's multi-brand regional bath remodeling model.
- Bath Fitter: Acrylic bathtub and shower liner manufacturer/installer with a national direct-to-consumer service model; comparable in providing one-day bath remodeling solutions with a focus on accessibility upgrades.
- Leaf Home Bath (Leaf Home Solutions): PE-backed home services rollup (parent of LeafFilter) offering bath remodeling alongside gutters, roofing, and other home improvements; comparable as a multi-product, multi-region home services consolidator with strong D2C marketing.
- Luxury Bath Technologies: Franchise network specializing in one-day bath and shower remodels, walk-in tubs, and aging-in-place accessibility conversions; directly comparable in product mix and direct-to-consumer sales model.
- Bath Planet: National bath remodeling franchise offering tub-to-shower conversions, walk-in tubs, and accessibility-focused solutions; comparable as a multi-region rollup in the same product category.
Broad incumbents
- Jacuzzi Brands (parent of Jacuzzi Bath Remodel): Manufacturer and franchisor of Jacuzzi Bath Remodel products; comparable as a broad incumbent that SageHome partners with as an exclusive dealer in multiple regions, with overlapping go-to-market through dealer networks.
- KOHLER (LuxStone): Major plumbing and bath manufacturer whose LuxStone shower and walk-in tub products are distributed in part through SageHome's regional brands; comparable as a large incumbent supplying the same accessibility-focused product category.
- Home Depot Home Services: National home improvement retailer offering bath installation services through its Home Services platform; comparable as a broad incumbent providing competing installation options for walk-in tubs and bath remodels.
- Lowe's Home Improvement: National home improvement retailer with installation services across bath, flooring, and accessibility; comparable as a broad incumbent competing for senior and accessibility-focused bath remodeling demand.
Emerging players
- ComForCare (aging-in-place home services): Franchise network providing in-home care and aging-in-place services for seniors; comparable as an adjacent provider serving the same end demographic, though focused on care delivery rather than home modification.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Sage Home social profiles
Digital presenceSage Home financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sage Home leadership team
Management profileNumber of profiles
Sage Home subsidiaries and ownership
Company hierarchySubsidiaries8 records
Sage Home funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sage Home M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sage Home
What does Sage Home do?
Sage Home (SageHome Brands) is a direct-to-consumer home services company that provides bathroom remodeling and modification solutions focused on accessibility and aging-in-place. It operates a family of regional brands that install walk-in baths, walk-in showers, and tub-to-shower conversions using products from manufacturing partners such as KOHLER, Jacuzzi Bath Remodel, and Swan, serving homeowners across 16+ U.S. states.
Is Sage Home a public or private company?
Sage Home is a private company. It is classified as private equity controlled and is currently operating.
When was Sage Home founded?
Sage Home was founded in 2021. It employs 251 to 500 people.
Where is Sage Home based?
Sage Home is headquartered in Atlanta, United States, in the North America region.
How does Sage Home make money?
One revenue line is on record: bathroom Remodeling Services.
Who are Sage Home's main competitors?
Direct peers on record are Re-Bath, Bath Fitter, Leaf Home Bath (Leaf Home Solutions), Luxury Bath Technologies and Bath Planet. Broad incumbents are Jacuzzi Brands (parent of Jacuzzi Bath Remodel), KOHLER (LuxStone), Home Depot Home Services and Lowe's Home Improvement. ComForCare (aging-in-place home services) is listed as an emerging player.
Does Sage Home have an API?
No public API is recorded for Sage Home.
What industry is Sage Home in?
Sage Home's product category is Bathroom Remodeling Services. Its primary akta.pro industry code is HSABAJAN, Bathroom Renovation for Accessibility (Walk-In Tubs, Roll-In Showers), with a secondary code of HSAPABAO, Luxury / Spa Bathroom Upgrades (Steam Showers, Saunas, Jetted Tubs). Its NAICS code is 624120 and its SIC code is 1520.