Maax
MAAX is North America's largest bath product manufacturer, producing bathtubs, showers, doors, walls, and accessories with proprietary technologies like Utile and ModulR. Founded in 1969, it serves homeowners, contractors, architects, designers, and retailers across the USA and Canada through multi-channel distribution.
- Company typePrivate
- Founded1969
- HeadquartersLachine, Canada
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Maax does
MAAX Bath Inc., operating commercially as MAAX Bathware, is a North American bathware manufacturer founded in 1969 and headquartered in Canada, with manufacturing plants in both Canada and the United States. The company self-identifies as North America's largest bath product manufacturer and employs a workforce described as "hundreds." MAAX is a privately held subsidiary of American Bath Group, alongside sister brands AKER by MAAX, Aquatic, Bootz, Dreamline, MrSteam, and Swan.
MAAX manufactures bathtubs, showers, shower doors, tub-shower combinations, wall surrounds, and accessories in acrylic, composite polymer, and gelcoat materials. Its product portfolio is built around a set of proprietary technologies protected by over 80 patents, including the Utile engineered polymer shower wall system with its Ulok three-step installation mechanism, the ModulR modular bathware system supporting over 1,000 component combinations, the AcrylX and Resin8 finish and composite technologies, the PIN system for one-person sectional tub-shower installation, the GlassShield shatter-resistant shower door treatment, the Above-the-Floor Rough (AFR) plumbing-clearance feature, the Stabili-T anti-slip shower base, and a suite of therapy systems (air massage, water massage, combined massage, and chromatherapy). The GENERATION+ product line addresses accessibility compliance under ADA, ANSI, and California Code of Regulations. The company also offers online 3D bathroom, Utile, and ModulR configurators to support self-service product specification.
MAAX generates revenue through one-time hardware sales across a multi-channel distribution model targeting five named customer segments: homeowners, construction professionals and wholesalers, architects and designers, retailers and home centers, and showroom professionals. Products are sold through major home center chains (notably Lowe's, recognized as MAAX's 2018 Innovation Vendor Partner of the Year), dedicated showrooms, wholesale distributors, a Partner Portal for registered trade professionals, and a dealer-locator-driven direct channel. MSRPs are publicly listed on the MAAX website, ranging from roughly $80 for accessories to over $4,900 for complete Utile shower solutions, with final pricing negotiated through local dealers. Trade-facing programs include the Pro's Corner portal with pricing documents, advertising toolkits, and a full truckload freight calculator, plus the ABG Rewards loyalty program and the MAAX Xpress quick-ship program. MAAX also participates in the ABG Home Services initiative, which bundles MAAX products with professional installation for end-to-end bathroom renovation.
Maax firmographics
Firmographics- Name
- Maax
- Legal name
- MAAX Bath Inc.
- Website
- https://maax.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- MAAX is North America's largest bath product manufacturer, producing bathtubs, showers, doors, walls, and accessories with proprietary technologies like Utile and ModulR. Founded in 1969, it serves homeowners, contractors, architects, designers, and retailers across the USA and Canada through multi-channel distribution.
- Ownership category
- akta.pro rank
Maax industry classification
Industry- Product category
- Bathware / Bathroom Fixtures
- NAICS
- Plastics and Rubber Products Manufacturing (326)
- SIC
- Glass Products, Made Of Purchased Glass (3231)
- akta.pro primary industry
- Consumer Products Injection Molding (Housewares, Toys, Personal Care) (IMANAFAE)
Keywords
Where Maax is headquartered
LocationHeadquarters
- HQ city
- Lachine
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Maax business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Bathware Product Sales: MAAX generates revenue through the sale of physical bathware products (bathtubs, showers, doors, walls, accessories) as one-time purchases. Products are sold through distribution/wholesale channels, retail/home centers, and showrooms. MSRP prices are listed publicly but final dealer pricing varies.
- Aftermarket / Replacement Parts: MAAX operates an online replacement parts portal (parts.maax.com) enabling customers to purchase individual replacement components for existing products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Bathtubs - various styles and installations |
| One time/ perpetual license | Pay-as-you-go | Showers and Shower Kits |
| One time/ perpetual license | Pay-as-you-go | Shower Doors |
| One time/ perpetual license | Pay-as-you-go | Utile Shower Wall Solutions |
| One time/ perpetual license | Pay-as-you-go | ModulR Modular Systems |
| One time/ perpetual license | Pay-as-you-go | Accessories (Grab Bars, Seats, Faucets) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Maax product offering
Product offeringCore offering
MAAX manufactures and sells a full range of bathware products — bathtubs, showers, shower doors, tub showers, shower bases, walls and surrounds, sinks and bath accessories — using acrylic, composite polymer and gelcoat materials. Products are produced in MAAX's North American factories and sold under proprietary brands such as Utile, ModulR, GENERATION+, AcrylX, and GlassShield to homeowners, trade professionals and retailers. The company also provides supporting tools including 3D bathroom configurators, a trade Partner Portal, freight calculators, and an online replacement parts portal.
Differentiator
Problem solved
Functional benefit
Products and services
- Bathtubs
Quantifiable outcome
- Over 80 patents granted for bathware innovations
- +3 more outcomes
Companies that use Maax
Customer profileSegments6 records
Ideal customer profiles4 records
Maax technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Maax partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- American Bath GroupcoreMAAX Bath Inc. is a proud member of the American Bath Group (ABG) family of brands. ABG encompasses multiple bathware brands including AKER by MAAX, Aquatic, Bootz, Dreamline, MrSteam, and Swan. MAAX operates under the ABG parent company and benefits from shared resources, the ABG Rewards program, and integrated home services through ABG Home Services.
- ABG Home ServicesminorABG Home Services is an affiliated company offering all-inclusive bathroom renovation services including expert installation of MAAX products. This partnership enables MAAX to offer end-to-end solutions combining MAAX products with professional installation.
- Lowe'scoreLowe's is a major U.S. home center retail partner for MAAX products. MAAX received the 2018 Innovation Vendor Partner of the Year award from Lowe's US, specifically recognizing the Utile product line.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Maax competitors and assessment
Company assessmentDirect peers
- Swan: Sister brand under American Bath Group manufacturing bathware including tub and shower wall systems with Swanstone composite material. Direct peer in wall systems and surround products with comparable trade and retail distribution.
- Bootz: Sister brand under American Bath Group (ABG) specializing in porcelain-on-steel and steel bathware. Direct peer within the same parent, competing in adjacent material categories and price points.
- DreamLine: Sister brand under American Bath Group specializing in shower doors and enclosures. Direct peer in the shower door category with overlapping product offerings and shared distribution channels.
- Sterling: Kohler subsidiary specializing in bathware including Vikrell bathtubs, showers, and tub-showers. Direct competitor in value and mid-tier residential bathware with similar big-box and trade distribution.
- American Standard: Major North American bathware manufacturer operating under LIXIL Group, competing directly with MAAX across bathtubs, showers, and bathroom fixtures. Comparable product breadth and distribution through home centers, trade channels, and showrooms.
- Jacuzzi: Established bath and tub manufacturer with strong brand recognition in luxury bathtubs, hot tubs, and shower systems. Direct competitor in premium bathware with overlapping therapy and soaking-tub offerings.
- Aquatic: Sister brand under American Bath Group manufacturing tubs, showers, and tub-shower surrounds. Direct peer competing in both residential and commercial bathware markets with comparable distribution.
Broad incumbents
- Delta Faucet: Major bath fixture brand under Masco Corporation with a broad portfolio spanning faucets, showers, and bath accessories. Larger incumbent with deeper resources and extensive retail relationships across North America.
- Moen: Fortune Brands subsidiary and major bathroom fixture brand with a broad portfolio including faucets, showers, and bath accessories. Larger incumbent competing across multiple bathware categories with strong trade relationships.
- Kohler: One of North America's largest bathroom and kitchen brands with extensive bathware portfolio including the Sterling subsidiary. Larger incumbent with broader product range, deeper R&D resources, and stronger premium brand recognition.
Market position
Strengths4 records
Weaknesses3 records
Competitive moat5 records
Key risks4 records
Key highlights6 records
Customer concentration
Maax social profiles
Digital presenceMaax financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maax leadership team
Management profileNumber of profiles
Maax funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maax M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maax
What does Maax do?
MAAX manufactures and sells a full range of bathware products — bathtubs, showers, shower doors, tub showers, shower bases, walls and surrounds, sinks and bath accessories — using acrylic, composite polymer and gelcoat materials. Products are produced in MAAX's North American factories and sold under proprietary brands such as Utile, ModulR, GENERATION+, AcrylX, and GlassShield to homeowners, trade professionals and retailers. The company also provides supporting tools including 3D bathroom configurators, a trade Partner Portal, freight calculators, and an online replacement parts portal.
Is Maax a public or private company?
Maax is a private company. It is classified as corporate owned and is currently operating.
When was Maax founded?
Maax was founded in 1969. It employs 5,001 to 10,000 people.
Where is Maax based?
Maax is headquartered in Lachine, Canada, in the North America region.
How does Maax make money?
Two revenue lines are on record. Bathware Product Sales are the primary driver. The others are aftermarket / Replacement Parts.
Who are Maax's main competitors?
Direct peers on record are Swan, Bootz, DreamLine, Sterling, American Standard, Jacuzzi and Aquatic. Broad incumbents are Delta Faucet, Moen and Kohler.
Does Maax have an API?
No public API is recorded for Maax.
What industry is Maax in?
Maax's product category is Bathware / Bathroom Fixtures. Its primary akta.pro industry code is IMANAFAE, Consumer Products Injection Molding (Housewares, Toys, Personal Care). Its NAICS code is 326 and its SIC code is 3231.