Anthony Products

What Anthony Products does

Anthony Products (API) is a privately held Indianapolis-based manufacturer and distributor of specialty medical equipment founded in 1969. The company sells surgical instruments, diagnostic devices, electrosurgical equipment, endoscopes, fiber-optic instruments, compression garments, and exam-room supplies to ENT specialists, plastic and cosmetic surgeons, dermatologists, oral maxillofacial surgeons, facial plastic surgeons, family practices, clinics, and multi-facility hospital corporations across at least ten countries. Its portfolio blends proprietary branded products — including the Reltok Clear-Flo Nasal Airway, Kotler Nasal Airway (acquired June 2025), PhenolPro, Chauvin Tonsil Forceps, and Change-A-Tip Cautery System — with distributed brands from Welch Allyn, Bovie, JedMed, Brymill, and Aaron, covering diagnostic otoscopes, ophthalmoscopes, electrosurgical generators, microscopes, and cryosurgery systems.

The company operates a sales-led B2B go-to-market with a direct e-commerce storefront supporting account registration, order history, wishlists, and product comparison, complemented by email newsletters and content resources such as product manuals and IFUs. Pricing is per-unit and ranges from low-ticket consumables (e.g., reusable needle electrodes at $21) to mid- and high-ticket capital equipment (e.g., Ergo-Flex Nasopharyngoscope from $5,450, Bovie A952 Desiccator at $2,776), with bundled kit specials (e.g., Fiber-optic Headlight Kit at $1,595 vs. $2,375 list). Revenue is generated through one-time equipment and consumable sales rather than subscriptions or licensing, with international shipping extending reach across North America, Europe, Asia Pacific, the Middle East, Latin America, and Africa.

The business remains family-led under founder/CEO Chuck Petrucciani and President Todd Petrucciani (40-year tenure), with no disclosed external private equity or venture backing. The organization employs 11–50 people, and recent activity has centered on tuck-in product-line acquisitions (Kotler and Reltok nasal airways in June 2025), ongoing distribution partnerships with major OEMs, and an annual catalog refresh cycle culminating in a 2026 Sales Catalog released May 2026.

Name

Anthony Products

Legal name

Anthony Products

Website

https://anthonyproducts.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Anthony Products is a 1969-founded Indianapolis-based manufacturer and distributor of specialty medical and surgical instruments serving ENT, plastic surgery, dermatology, and general practice customers across ten countries via direct e-commerce.

Ownership category

akta.pro rank

Product category

Medical Devices (ENT Surgical Instruments)

NAICS

Surgical and Medical Instrument Manufacturing (339112), Surgical Appliance and Supplies Manufacturing (339113), Medical, Dental, and Hospital Equipment and Supplies Merchant Wholesalers (42345)

SIC

Surgical & Medical Instruments & Apparatus (3841), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Medical Supplies & Consumables Wholesale (Non-Device) (CRAOAHAE)

akta.pro secondary industry

Nasal Drug Delivery Devices (Sprays/Powder Devices) (HLAHAIAK)

Keywords

• ENT surgical instruments
• Medical device distribution
• Diagnostic medical equipment
• Electrosurgery products
• ENT medical supplies

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Medical equipment and surgical instrument sales: Direct sales of medical equipment, surgical instruments, diagnostic equipment, and supplies to healthcare professionals and institutions through e-commerce platform and direct customer relationships

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Anthony Products (API) is a manufacturer and distributor of specialized surgical instruments and medical equipment focused on ENT (ear, nose and throat), plastic surgery, and dermatology specialties. The company sells its own branded products such as the Reltok Clear-Flo Nasal Airway, PhenolPro applicator, Chauvin Tonsil Forceps, Ergo-Flex Nasopharyngoscope, Change-A-Tip Cautery System, T-Tube Inserter, GVPro applicator, Ocular Laser Shields, and Kotler Nasal Airway, alongside distributed third-party brands including Welch Allyn diagnostic equipment and Bovie electrosurgical devices. Its portfolio spans 20+ categories including surgical instruments, diagnostic equipment, electrosurgery, endoscopes, fiber-optic instruments, exam room products, post-operative nasal airways, and compression garments, sold direct to medical professionals and institutions via an e-commerce platform with international shipping.

Product overview

Anthony Products (API) is a medical equipment manufacturer and distributor founded in 1969, specializing in ENT surgical instruments, medical equipment, and medical supplies. The company operates as a broad medical device portfolio, distributing products from manufacturers like Welch Allyn and Bovie alongside their own branded offerings. Core product categories span surgical instruments across multiple specialties (ENT, plastic surgery, dermatology), diagnostic equipment (otoscopes, endoscopes, audiometers), electrosurgery products, fiber-optic instruments, and exam room furniture. The portfolio also includes acquired brands such as Reltok Clear-Flo and Kotler Nasal Airway for post-operative nasal care. API's specialization in ENT, Plastic Surgery, and Dermatology allows focus on individual customer needs from first-year residents to multi-facility hospital corporations.

Differentiator

Problem solved

Functional benefit

Brands

• Reltok Clear-Flo: Nasal airway system product line for post-operative patient comfort.
• Kotler Nasal Airway

Products and services

• Reltok Clear-Flo Nasal Airway System Post-operative nasal airway system that allows patients to breathe through the nose whether packed or unpacked, delivering 12 times the air flow of competing devices; supplied sterile and latex-free. Intended for ENT surgical post-operative care.
• Kotler Nasal Airway Nasal airway medical device designed to allow patients to breathe through the nose whether packed or unpacked, addressing post-surgical recovery challenges by preventing blocked nasal passages, ear popping, and anxiety during recovery. Intended for ENT surgical post-operative care.
• PhenolPro Phenol Applicator Self-contained applicator designed to simply, quickly, and safely apply Phenol for in-office myringotomy procedures. Designed for ease of use—open, snap, and apply—with safe storage and disposal. Item No. AP-PH-1000.
• GVPro Gentian Violet Applicator ENT device for atomizing and applying gentian violet solutions to nasal passages and throat.
• Chauvin Tonsil Forceps Surgical forceps specifically designed for grasping tonsillar tissue during tonsillectomies, addressing the problem of tearing through tonsils. Item No. AP-CTF.
• T-Tube Inserter Surgical instrument that assists with insertion of T-Tube Ear Tubes. Features special push-pin stored handle and is autoclavable. Item No. AP-13-31-40.
• Ocular Laser Shields Laser eye shields with handles for easy insertion during laser procedures. Non-reflective dull exterior surface with mirror finish interior. Available in 4 sizes.
• Change-A-Tip Cautery System Modular cautery system with interchangeable tips including fine tips, loop tips, and elongated vasectomy tips. Available in low and high temperature options with reusable handles (Change-A-Tip replacement handles priced from $61.00).
• Ergo-Flex Nasopharyngoscope Flexible nasopharyngoscope available in 3.4mm and 2.8mm sheath diameters. Features crystal clear robust images, factory bladder seal for immersion, universal fiber-optic connections, and 80 degree view angle. Priced from $5,450.00.
• Fiber-optic Headlight Kit Bundle Complete fiber-optic headlight system including headlight with adjustable spot, LED fiber-optic lightsource, fiber-optic cable with adapter. Bundle special pricing ($1,595.00 from regular $2,375.00).
• Welch Allyn Diagnostic Equipment (Distributed Brand) Distributed line of Welch Allyn diagnostic equipment including 3.5V diagnostic otoscopes (from $348), MacroView LED otoscopes (from $440), PocketScope Sets (from $1,240), Elite Retinoscope ($645.70), Coax Macroview Diagnostic Set ($1,587), iExaminer SmartBracket ($105), replacement bulbs, rechargeable handles, transilluminators, thermometers, ophthalmoscopes, and diagnostic wall systems.
• Bovie Electrosurgical Equipment (Distributed Brand) Distributed line of Bovie electrosurgical equipment including high frequency desiccators (DERM 101, DERM 102, A900, A940, A942, A952), bipolar footswitches (from $159), 942 Bovie Derm High Frequency Desiccator ($1,286), A952 Bovie Bantam High Frequency Desiccator ($2,776), Foot Control Adaptor ($104), and related accessories including the Change-A-Tip Cautery line.
• Product Repair Services Warranty assessment and repair services for Anthony Products products including endoscope repair and broader instrument repair, operated in partnership with Gio Pelle and accessed via toll-free number 800-428-1610 for repair authorization.

Quantifiable outcome

• 12 times the air flow compared to other nasal airway devices

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Kotler Nasal AirwaycoreTechnology or Integration · 9 June 2025Anthony Products acquired the Kotler Nasal Airway product line in June 2025, expanding their post-operative nasal airway product offerings. The Kotler Nasal Airway allows patients to breathe through the nose whether packed or unpacked, addressing post-surgical recovery challenges.
• Welch AllyncoreTechnology or IntegrationWelch Allyn is a major brand distributed by Anthony Products, including diagnostic otoscopes, ophthalmoscopes, retinoscopes, diagnostic sets, headlights, batteries, bulbs, specula, and various replacement parts and accessories.
• BoviecoreTechnology or IntegrationBovie manufactures electrosurgical equipment, cauteries, desiccators, and footswitches distributed by Anthony Products. Major product lines include Change-A-Tip Cauteries and High Frequency Desiccators.
• Gio PellecoreOthersGio Pelle provides product repair services for Anthony Products. Contact for repair authorization is through toll-free number 800-428-1610. Handles warranty assessment and repair services.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sontec Instruments: US-based specialty manufacturer and distributor of surgical instruments focused on ENT, plastic surgery, and related specialties, directly comparable to Anthony Products in customer base, product mix, and distribution model.
• Millennium Surgical: Specialty distributor of surgical instruments and supplies serving plastic surgeons, ENT specialists, and dermatologists with a comparable B2B e-commerce model and product breadth.

Broad incumbents

• Medline Industries: Large-scale medical supplies manufacturer and distributor with overlapping surgical instrument, diagnostic, and exam room product categories, though serving a far broader healthcare customer base.
• McKesson Medical-Surgical: Major medical-surgical distributor with comparable B2B distribution of instruments, diagnostics, and consumables to clinicians and hospitals, competing for the same end customers at greater scale.
• Integra LifeSciences: Public medical device company with ENT, surgical instruments, and specialty surgical product lines that overlap with Anthony Products' core categories, operating at significantly larger scale.
• Symmetry Medical (now Integer Holdings): Medical device manufacturer serving surgical and orthopedic OEMs with instrumentation capabilities overlapping Anthony Products' surgical instrument manufacturing focus.
• Bovie Medical (now Apyx Medical): Manufacturer of electrosurgical equipment whose products Anthony Products distributes; a broader incumbent in the electrosurgery category with overlapping customer base.
• Olympus Medical: Global leader in endoscopy and ENT visualization whose rigid and flexible scopes compete with Anthony Products' distributed endoscope portfolio and serve the same ENT specialists.
• Karl Storz: Global manufacturer of endoscopes and surgical instruments for ENT and related specialties, offering a higher-end competing product set to the same surgical customers.

Emerging players

• World Precision Instruments: Specialty manufacturer of surgical and laboratory instruments with overlap in ENT, microsurgery, and research-oriented instruments, competing in adjacent niches.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLMvzS5eC5gdBYp1KwgZvQyHZTGz8W9lfy

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Anthony Products