Amba Heated Towel Racks

What Amba Heated Towel Racks does

Amba Products, operating as Amba Heated Towel Racks, is a privately held U.S. manufacturer and distributor of electric heated towel racks, headquartered at 790 Pickens Industrial Drive in Marietta, Georgia. The company designs and sells stainless-steel towel warmers in approximately 10 collections (Jeeves, Radiant, Sirio, Quadro, Vega, Modello i, Antus, Cape, Traditional, Solo, Swivel), supported by a comprehensive accessories line of controllers, timers, switches, wet-rated kits, and replacement components. Its product line is anchored by proprietary control technology — the Touch Digital Heat Controller (TDHC) and the remotely-wired TDHCR, a Concealed Wall Box (ATW-CWB) for code-compliant hardwired installs, and the award-winning Modello i modular single-bar system co-developed with Italian partner Emmesteel. UL- and ETL-certified units (including UL-certified Wet Rated Kits for the Cape and Jeeves lines) support both residential and commercial/hospitality installs.

Amba generates revenue almost entirely through one-time hardware sales, with towel racks priced roughly $440–$2,640 and accessories spanning $10–$520. Distribution is multi-channel: direct e-commerce on ambaproducts.com, a network of physical showrooms (mapped via Showroom Finder), a Preferred Vendor Program of exclusive web dealers (alltowelwarmers.com, heatedtowelracks.com, artofsteamco.com), a broader dealer network with stock-check and RGA tooling, and direct specification engagement with designers, architects, and builders. Customer segments span homeowners and remodelers, designers and architects specifying custom projects, hospitality/commercial buyers, and a growing senior-living vertical (e.g., Glen Hill Terrace). The Canadian market is served with localized pricing and distribution. The company has no disclosed outside investment, operates with 1–10 employees, and approaches 20 years in business under family leadership.

Name

Amba Heated Towel Racks

Legal name

Amba Products

Website

https://ambaproducts.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Amba Products is a privately held Marietta, Georgia-based manufacturer and distributor of electric heated towel racks, offering ~10 stainless-steel collections plus controllers, timers, and wet-room accessories to residential, hospitality, senior-living, and design-specification customers across North America.

Ownership category

akta.pro rank

Headquarters

HQ city

Marietta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Heated Towel Rack Hardware Sales: One-time hardware sales of heated towel racks, towel warmers, and accessories including controllers, timers, switches, bathrobe hooks, bracket packs, and replacement parts. Products sold through e-commerce, showrooms, and dealer network.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Amba Products designs, manufactures, and distributes electric heated towel racks and towel warmers primarily in stainless steel, offering multiple collections (Jeeves, Radiant, Sirio, Quadro, Vega, Modello i, Antus, Cape, Traditional, Solo, Swivel) with plug-in and hardwired installation options. The company also sells related accessories including digital heat controllers, programmable timers, WiFi switches, wet rated kits, and replacement components to homeowners, designers, builders, and hospitality customers across North America.

Product overview

Amba Products is a North American leader in heated towel racks, offering multiple product collections across different design aesthetics and price points. The portfolio includes: the Jeeves, Traditional, Radiant, Cape, Solo, and Swivel collections as primary product lines with various finishes and configurations; the Italian-designed Sirio, Quadro, Vega, Antus, and Modello i collections featuring premium design with Touch Digital Heat Controller compatibility and custom finish options (RAL/PVD); and a comprehensive accessories line including the Touch Digital Heat Controller (TDHC) and Remotely-Wired TDHCR for smart control, programmable timers, smart WiFi switches, wet rated kits for steam room installation, and replacement components such as heating elements and bracket packs. The collections offer both plug-in and hardwired installation options, with energy efficiency comparable to a few light bulbs.

Differentiator

Problem solved

Functional benefit

Brands

• Jeeves Collection: Classic ladder-style heated towel rack collection with replaceable heating elements, available in 5 finishes.
• Radiant Collection
• Sirio Collection
• Quadro Collection
• Vega Collection
• Modello i Collection
• Antus Collection
• Cape Collection
• Traditional Collection
• Solo Collection
• Swivel Collection

Products and services

• Jeeves Collection Classic ladder-style heated towel rack collection featuring 13 curved or straight cylindrical bars, designed for drying and warming 2-4 towels. Hardwired design with replaceable heating elements, available in 5 finishes.
• Radiant Collection Heated towel rack collection available in various finishes including polished gold, satin brass, and brushed bronze for specific models. Features plug-in and hardwired options.
• Sirio Collection Italian-designed heated towel rack with Touch Digital Heat Controller compatibility. Available in custom finishes including RAL color-matching and PVD coatings through special order.
• Quadro Collection Italian-designed heated towel rack with Touch Digital Heat Controller compatibility. Available in custom finishes through special order. Quadro Q2033 in Brushed Bronze received Honorable Mention for DPHA's 2023 Accessory Product of the Year.
• Vega Collection Italian-designed heated towel rack with Touch Digital Heat Controller compatibility. Available in custom finishes through special order.
• Modello i Collection Award-winning single modular bar heated towel rack developed with Emmesteel in Italy. Features dry-electric heating element and won double honors at the 2025 Archiproducts Design Awards for design and sustainability. Compatible with Touch Digital Heat Controller.
• Antus Collection Italian-designed heated towel rack with Touch Digital Heat Controller compatibility. Available in custom finishes through special order.
• Cape Collection Versatile heated towel rack collection available in polished stainless steel, brushed stainless steel, and matte black. Features both plug-in and hardwired functionality in a single unit. Compatible with UL-certified Wet Rated Kit for installation in steam rooms and walk-in showers.
• Traditional Collection Classic heated towel rack collection featuring replaceable heating elements. Exclusively offered in polished nickel, brushed nickel, and brushed bronze finishes.
• Solo Collection Freestanding heated towel warmer with 10 cylindrical bars. Portable design with plug-in functionality, 5-foot cord, and integrated on/off switch. Heats up in 10-15 minutes.
• Swivel Collection Heated towel rack with swivel arms for flexible positioning. Stocked in polished stainless steel, brushed stainless steel, and matte black.
• Touch Digital Heat Controller (TDHC) Wall-mounted digital control panel installed directly to heated towel rack for hardwired connection. Features 5 heat levels, digital interface with built-in countdown timer, and sleek single-gang box fit.

Quantifiable outcome

• Energy consumption comparable to a few light bulbs depending on unit and usage
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• EmmesteelcoreStrategic or Co-development Partner · 17 November 2025Italian manufacturing partner that collaborated with Amba to develop the Modello i collection - a reimagined towel warmer as a single, modular bar with dry-electric heating element. The Modello i won dual recognition at the 2025 Archiproducts Design Awards for both design and sustainability.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tuzio: Tuzio is a North American luxury heated towel warmer brand sold through plumbing showrooms and designers, with comparable collections, finishes, and price points to Amba's Jeeves and Italian lines.
• Runtal North America: Runtal is a US distributor of European (Rettig-owned) hydronic and electric towel warmers with a comparable premium showroom, designer, and architect specification channel to Amba.
• WarmlyYours: WarmlyYours is a US-based direct competitor selling heated towel racks and towel warmers alongside radiant heating products, targeting the same residential and commercial bath customers as Amba with overlapping plug-in and hardwired SKUs.
• Mr. Steam: Mr. Steam is a North American manufacturer of steam shower and spa equipment that also markets towel warmers as a complementary product, competing head-to-head with Amba in the luxury bath and steam room segment.

Regional players

• Hydrotherm: Hydrotherm is an Australian manufacturer of heated towel rails and radiant panels with a similar product architecture (stainless steel, dual-fuel heating) to Amba, primarily serving the Australian and New Zealand markets.
• Myson: Myson is a UK-based manufacturer of heated towel rails and radiators with comparable stainless-steel and designer finishes, primarily serving the UK and Irish markets rather than competing directly with Amba in North America.
• Reina Design: Reina is a UK-based designer and supplier of heated towel rails and radiators, with a similar broad collection strategy to Amba, primarily serving the UK and European markets.
• Bisque Radiators: Bisque is a UK-based designer radiator and heated towel rail brand with comparable bespoke finish and color-matching capabilities, serving the UK and select European markets rather than North America.

Broad incumbents

• Zehnder Group: Zehnder is a large European manufacturer of radiators, underfloor heating, and towel warmers, offering a much broader product portfolio than Amba but overlapping directly in premium electric and hydronic towel warmers.
• Vasco: Vasco is a European manufacturer of designer radiators and heated towel rails with a broad climate and bathroom comfort portfolio, overlapping with Amba's premium electric and designer-finish towel warmer lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AmbaHeatedTowelRacks
• LinkedInlinkedin.com/company/amba-products

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Amba Heated Towel Racks