AmerTac
American Tack & Hardware (formerly AmerTac) is a 1937-founded, privately held US manufacturer and distributor of decorative wallplates, residential lighting, and consumer electronics sold through Home Depot, Lowe's, Menards, and direct e-commerce to homeowners, interior designers, and contractors.
- Company typePrivate
- Founded1937
- HeadquartersBreinigsville, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What AmerTac does
American Tack & Hardware (formerly operating as AmerTac) is a privately held, US-incorporated designer, manufacturer, and distributor of decorative home accent products founded in 1937 in New York City. The company operates a house-of-brands portfolio — Amerelle for decorative wallplates (self-described as the world's largest manufacturer in that category), Westek for residential lighting products, and Zenith for consumer electronics — and sells primarily through three US home-improvement anchors: Home Depot, Lowe's, and Menards, with flexible terms that extend to small retail outlets. The product line spans wallplates in wood, metal, and ceramics; night lights, under-cabinet lighting, timers, and dimmers; LumiCover™ night-light wallplates; and the Westek Smart Platform, an IoT device-management system accessed via a control app. Custom work is handled through the Amerelle Custom Design Program, which uses 3D laser scanning to produce historical reproductions and antimicrobial-finish commercial-grade parts.
The business model is hardware sales through B2B2C retail distribution supplemented by direct phone/fax sales, brand-website e-commerce (amerellewallplates.com, westeklighting.com), and social-media-driven demand generation (Facebook, Instagram, Pinterest). Pricing is not publicly disclosed; customers must contact sales. Customer segments are split across three primary personas — homeowners, interior designers, and professional contractors — with secondary segments in commercial/hospitality and renters/students. Revenue streams include decorative hardware (Amerelle), residential lighting products (Westek), and consumer electronics (Zenith), all under one-time hardware-purchase economics rather than subscription or licensing models.
Operationally, the company is headquartered in Brookfield, Wisconsin, with a distribution center in Menomonee Falls, Wisconsin (relocated from Breinigsville, Pennsylvania in June 2024), an additional office in Dallas, Texas, and service coverage of the US and Canada. It holds an extensive patent portfolio spanning receptacle covers, night lights, and lighting devices, and is privately held with no disclosed institutional or parent ownership. The 2022 reversion from the AmerTac trade name to the American Tack & Hardware legal entity, alongside the Wisconsin logistics consolidation, signals a brand and operational modernization effort targeting e-commerce growth.
AmerTac firmographics
Firmographics- Name
- AmerTac
- Legal name
- American Tack & Hardware
- Website
- https://amertac.com
- Company type
- Private
- Founded year
- 1937
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- American Tack & Hardware (formerly AmerTac) is a 1937-founded, privately held US manufacturer and distributor of decorative wallplates, residential lighting, and consumer electronics sold through Home Depot, Lowe's, Menards, and direct e-commerce to homeowners, interior designers, and contractors.
- Ownership category
- akta.pro rank
AmerTac industry classification
Industry- Product category
- Home Improvement Hardware
- NAICS
- Residential Electric Lighting Fixture Manufacturing (335131)
- SIC
- Electric Lighting & Wiring Equipment (3640)
- akta.pro primary industry
- Decorative Hardware & Home Accents Retail (House Numbers, Hooks, Knobs/Pulls, Mailboxes) (CRAIACAJ)
- akta.pro secondary industry
- Lighting Parts, Shades & Accessories Retail (Harps, Finials, Glass, Mounting) (CRAIAHAI)
Keywords
Where AmerTac is headquartered
LocationHeadquarters
- HQ city
- Breinigsville
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
AmerTac business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Decorative Hardware Sales: Amerelle brand wallplates and decorative hardware sold through retail and commercial channels. Products include wallplates in various materials (wood, metal, ceramics) and finishes. Revenue generated from one-time product sales.
- Residential Lighting Products: Westek brand lighting products including battery operated lights, under cabinet lighting, night lights, timers, dimmers, and light controls. Revenue from product sales through retail and direct channels.
- Consumer Electronics: Zenith brand consumer electronics including audio, phone, PC, TV, video, and mobile accessories products distributed through retail channels.
Go-to-market motion2 records
Distribution channels7 records
Marketing channels9 records
AmerTac product offering
Product offeringCore offering
AmerTac designs, manufactures, and distributes decorative home accent products and consumer electrical accessories through a portfolio of house brands including Amerelle (decorative wallplates and switch plates), Westek (residential lighting and night lights), and Zenith (consumer electronics accessories). The company supplies these products to major home improvement retailers and sells directly to consumers via e-commerce channels.
Product overview
American Tack & Hardware (AmerTac) is a house-of-brands company offering decorative hardware and residential lighting products. The company operates two primary sub-brands: Amerelle (decorative wallplates—the world's largest manufacturer—and hardware) and Westek (residential lighting products including night lights, under cabinet lighting, and smart home devices). A third sub-brand, Zenith, offers consumer electronics. The company also offers custom design services for commercial customers through the Amerelle Custom Design Program. Westek products include smart home capabilities via the Westek Smart Platform for device management and automation.
Differentiator
Problem solved
Functional benefit
Brands
- Amerelle: Designer decorative hardware brand offering wallplates in materials including wood, metal, and ceramics with wide variety of finish options. Ranges from timeless classic to ultra-contemporary styles. Includes Amerelle Custom program for customized hardware solutions.
- Westek
- Zenith
Products and services
- Amerelle Decorative Wallplates
Companies that use AmerTac
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles2 records
AmerTac technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
AmerTac partnerships and signals
Strategic signalScale indicators6 records
Recent moves7 records
Expansion highlights5 records
AmerTac competitors and assessment
Company assessmentBroad incumbents
- Hubbell Incorporated: Hubbell manufactures electrical and lighting products including residential wallplates, lighting fixtures, and controls through brands like Progress Lighting. Competes with AmerTac across multiple categories as a broader incumbent in electrical and lighting.
- Legrand: Legrand is a global leader in electrical and digital building infrastructure with extensive wallplate, wiring device, and lighting control portfolios including Pass & Seymour. Operates as a broader incumbent across the same product categories as AmerTac with greater international scale.
- Eaton (Wiring Devices): Eaton's Wiring Devices division (including Cooper Wiring Devices) manufactures wallplates, receptacles, dimmers, and lighting controls. Competes with AmerTac in residential electrical hardware, especially the Cooper Decorator line, at major home improvement retailers.
Direct peers
- Feit Electric: Feit Electric manufactures residential lighting including LED bulbs, smart lighting, night lights, and decorative fixtures. Competes with Westek in residential lighting controls and bulb categories at mass and home improvement retail.
- Pass & Seymour (Legrand): Pass & Seymour is a Legrand brand offering wiring devices, wallplates, dimmers, and lighting controls for residential applications. Directly comparable product line to Amerelle wallplates and Westek lighting controls at the same retail distribution.
- Maxim Lighting: Maxim Lighting manufactures decorative residential lighting fixtures including indoor and outdoor luminaires. Operates in adjacent decorative lighting categories to Westek with similar distribution through home improvement retailers and designer channels.
- Jasco Products: Jasco manufactures lighting controls, night lights, wallplates, and consumer electronics under GE and other licensed brands. Closely comparable to AmerTac in product mix (wallplates, dimmers, smart home) and channel strategy (big-box retail).
- Lutron Electronics: Lutron is the leading manufacturer of lighting controls, dimmers, and smart home shading systems. Directly competes with Westek in residential dimmers, timers, and connected lighting, and operates in similar retail and contractor channels.
- Leviton Manufacturing Company: Leviton manufactures electrical wiring devices including wallplates, dimmers, lighting controls, and smart home products. Directly competes with Amerelle in decorative wallplates and with Westek in residential lighting controls, serving the same big-box retail channels.
- Kichler Lighting: Kichler is a major manufacturer of decorative residential lighting fixtures, under-cabinet lighting, and landscape lighting. Comparable to Westek's decorative and functional residential lighting portfolio with broader category scope in fixtures.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
AmerTac social profiles
Digital presenceAmerTac financial estimates
Financial estimateRevenue estimate
Valuation estimate
AmerTac leadership team
Management profileNumber of profiles
AmerTac subsidiaries and ownership
Company hierarchySubsidiaries3 records
AmerTac funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AmerTac 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 AmerTac
What does AmerTac do?
AmerTac designs, manufactures, and distributes decorative home accent products and consumer electrical accessories through a portfolio of house brands including Amerelle (decorative wallplates and switch plates), Westek (residential lighting and night lights), and Zenith (consumer electronics accessories). The company supplies these products to major home improvement retailers and sells directly to consumers via e-commerce channels.
Is AmerTac a public or private company?
AmerTac is a private company. It is classified as unknown and is currently operating.
When was AmerTac founded?
AmerTac was founded in 1937. It employs 101 to 250 people.
Where is AmerTac based?
AmerTac is headquartered in Breinigsville, United States, in the North America region.
How does AmerTac make money?
Three revenue lines are on record. Decorative Hardware Sales are the primary driver. The others are residential Lighting Products and consumer Electronics.
Who are AmerTac's main competitors?
Broad incumbents on record are Hubbell Incorporated, Legrand and Eaton (Wiring Devices). Direct peers are Feit Electric, Pass & Seymour (Legrand), Maxim Lighting, Jasco Products, Lutron Electronics, Leviton Manufacturing Company and Kichler Lighting.
Does AmerTac have an API?
No public API is recorded for AmerTac.
What industry is AmerTac in?
AmerTac's product category is Home Improvement Hardware. Its primary akta.pro industry code is CRAIACAJ, Decorative Hardware & Home Accents Retail (House Numbers, Hooks, Knobs/Pulls, Mailboxes), with a secondary code of CRAIAHAI, Lighting Parts, Shades & Accessories Retail (Harps, Finials, Glass, Mounting). Its NAICS code is 335131 and its SIC code is 3640.