ET Industries

What ET Industries does

ET Industries Inc., founded in 1981 and headquartered at 2-210 Willmott St. in Cobourg, Ontario, designs, manufactures, and distributes innovative kitchen and bathroom fixtures for residential consumers. The company operates as a division of Protoplast Inc. and serves homeowners across Canada and the United States through a multi-channel distribution footprint. Its product portfolio is anchored by three proprietary brands: ThunderHead showerheads (introduced 2005, featuring pressure chamber technology, 90 self-cleaning rubber spray jets, and an Acrobat extension arm with four self-locking ratchet joints); SinkTastic flexible thermoplastic sink strainers and stoppers (launched 2011, available in five decorator colors with anti-microbial infusion); and the Siroflex line of swivel aerators and faucet sprayers licensed from Siroflex of Italy (featuring the original double swivel balljoint design developed in 1962), including kitchen, bathroom, and laundry variants.

The company's business model is one-time hardware sales priced between $1.95 (chrome bathroom sink strainer) and $69.95 (ThunderHead showerhead), with no subscription or recurring component. Distribution spans direct-to-consumer e-commerce at etindustries.com with toll-free phone ordering, mass-market physical retail (Wal-Mart USA, Bed Bath and Beyond in Canada and the US), and specialty catalog retailers (Hedonics, Improvements, Plow and Hearth, Starcrest, Zearth). Customer segments are exclusively individual homeowners, and revenue is generated from unit sales of branded mechanical fixtures rather than software, services, or licensing.

ET Industries' differentiation rests on mechanical engineering intellectual property rather than software or AI: the ThunderHead pressure chamber delivers strong spray at low water pressure, the SinkTastic seals via water pressure alone, and the Siroflex double swivel balljoint provides a wider range of motion than conventional sprayers. Cumulative unit sales exceed 6.1 million across the three brands (5M+ Siroflex, 1M+ SinkTastic, 100K+ ThunderHead). The company has one visible named manager (Martin Tracy, Sales Manager), operates a single manufacturing site in Cobourg, and has not disclosed any fundraising, M&A, or executive change activity.

Name

ET Industries

Legal name

ET Industries Inc.

Website

https://etindustries.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

ET Industries Inc., founded 1981 in Cobourg, Ontario as a Protoplast Inc. division, designs and distributes innovative kitchen and bathroom fixtures—ThunderHead showerheads, SinkTastic strainers, Siroflex sprayers—to North American consumers through direct e-commerce, Wal-Mart, and Bed Bath and Beyond.

Ownership category

akta.pro rank

Product category

Kitchen and Bath Fixtures

SIC

Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

Plumbing Fixtures (Faucets, Sinks & Bath Fixtures) (IMADALAA)

akta.pro secondary industry

Kitchen & Bath Accessories & Hardware (Pulls, Hinges, Organizers) Retail (CRAIAFAI)

Keywords

• Kitchen fixtures
• Bathroom accessories
• Showerheads
• Sink strainers
• Faucet sprayers

Headquarters

HQ city

Cobourg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: ET Industries generates revenue through one-time product sales of kitchen and bathroom fixtures. Products are sold directly to consumers via the company website and phone orders, as well as through retail partners including Wal-Mart, Bed Bath and Beyond, and catalog retailers. Revenue is generated from hardware sales with no recurring subscription component.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

ET Industries designs, manufactures, and distributes innovative kitchen and bath products including the ThunderHead showerhead (featuring a pressure chamber and an acrobatic extension arm with four self-locking ratchet joints), the SinkTastic flexible thermoplastic sink strainer and stopper, and the Siroflex line of swivel aerators and faucet sprayers (the Amazing Acrobatic Sprayer) for kitchen, bathroom, and laundry use. The company manufactures in Cobourg, Ontario, Canada and distributes across North America.

Product overview

ET Industries designs, manufactures, and distributes innovative kitchen and bath products as a division of Protoplast Inc. The product portfolio centers on three main brands: ThunderHead showerheads featuring pressure chamber technology and acrobatic extension arms; SinkTastic flexible thermoplastic sink strainers and stoppers; and the Siroflex line of faucet sprayers and swivel aerators (the Amazing Acrobatic Sprayers) for kitchen, bathroom, and laundry applications. Products are distributed through Walmart, Bed Bath and Beyond, and various catalogs in Canada and the United States. Manufacturing facilities are located in Cobourg, Ontario, Canada.

Differentiator

Problem solved

Functional benefit

Brands

• ThunderHead: A revolutionary showerhead with acrobatic extension arm, 90 spray jets, and self-locking ratchet joints.
• SinkTastic
• Siroflex
• Acrobat

Products and services

• ThunderHead Shower Head Premium showerhead featuring 90 soft, clog-free rubber spray jets, a ThunderHead pressure chamber for consistent spray even with low water pressure, and an Acrobat extension arm with four self-locking ratchet joints allowing multiple positioning options. Installs in seconds with no tools required. Priced at $69.95.
• SinkTastic Strainer and Stopper Flexible thermoplastic combination sink strainer and stopper. Seals by water pressure alone, fits all standard kitchen sinks and garburators, and requires no plumbing. Available in five decorator colors (blue, green, white, black, silver) and infused with anti-microbial agent and fresh fragrance. Priced at $11.95 for a set of 2.
• Siroflex Deluxe Kitchen Swivel Aerator & Sprayer (Amazing Acrobatic Sprayer) Premium double swivel balljoint kitchen faucet sprayer with a large aluminum easy-grip head. Provides fingertip control of spray and aerator functions with 360-degree arc movement for complete sink coverage. Priced at $14.95 (White item #2486/40 or Black item #2486/4).
• Siroflex Standard Kitchen Swivel Aerator & Sprayer Original double-action kitchen faucet sprayer with brass coupling and unique double swivel balljoint design. Available in White (item #2485/50) and Black (item #2485/5). Priced at $6.95.
• Siroflex Bathroom Swivel Aerator & Faucet Fountain Compact swivel aerator designed for smaller bathroom sinks. Features Siroflex's double swivel balljoint and tilts sideways to function as a drinking fountain, providing fingertip spray and aerator control.
• Siroflex Laundry Faucet Aerator & Sprayer Flexible hose sprayer and aerator for laundry tubs and bar sinks. Features a four-inch flexible hose that reaches up, down, and around deep sinks to spray at all angles. Suited for cleaning muddy boots, car mats, dirty clay pots, garden tools, recycle bins, and pets. Product Code: 2793.
• Siroflex Hi-Flow Showerhead High output flow showerhead with white plastic construction, designed for maximum water flow as part of the Siroflex product family.
• Siroflex Kitchen Sink Strainer (chrome plated) Chrome plated kitchen sink strainer for standard drain applications. Priced at $2.95 for a set of 2.
• Siroflex Bathroom Sink Strainer (chrome plated) Chrome plated bathroom sink strainer, smaller size for bathroom basin drains. Priced at $1.95 for a set of 2.

Quantifiable outcome

• Over 100,000 ThunderHead units sold since 2005
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Siroflex of ItalycoreChannel Partner/ Reseller/ DistributorET Industries has been a distributor for Siroflex products for over twenty years. Siroflex of Italy developed the double-action faucet sprayer in 1962 and is renowned for quality. ET Industries distributes the complete Siroflex line including aerators, sprayers, and showerheads for kitchen, bathroom, and laundry applications. Over five million Siroflex units have been sold through this partnership.
• Wal-Mart USAcoreChannel Partner/ Reseller/ DistributorThe Amazing Acrobatic Sprayers are distributed through Wal-Mart stores across the United States, providing wide retail distribution for ET Industries' flagship product line.
• Bed Bath and BeyondcoreChannel Partner/ Reseller/ DistributorSinkTastic strainers and stoppers are available in most Bed, Bath and Beyond locations in both Canada and the United States, offering premium home goods retail placement for the product.
• Catalog Retail PartnersminorChannel Partner/ Reseller/ DistributorET Industries products are available through specialty catalogs including Hedonics, Improvements, Plow & Hearth, Starcrest, and Zearth, providing niche market reach for home improvement enthusiasts.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Peerless Faucet: Mid-tier US faucet brand (part of Masco) sold through home improvement retail. Closely matches ET Industries' mass-market positioning in swivel aerators and basic faucet accessories.
• Speakman: Specialist showerhead manufacturer known for engineering-led designs sold through retail and hospitality. Directly comparable engineering approach to ET Industries' ThunderHead pressure-chamber showerhead.
• Pfister: Mid-tier US faucet and shower brand with comparable mass-market retail distribution (Home Depot, Walmart). Closest in positioning to ET Industries' value-oriented faucet sprayer and shower offerings.
• Water Pik (Waterpik): Showerhead and water care products maker with similar retail distribution through Bed Bath & Beyond/Walmart and a comparable consumer-electrical/plumbing-adjacent product story overlapping with ThunderHead.
• Niagara Conservation: Manufacturer of water-saving showerheads (and related conservation products) with overlapping 'strong performance at low pressure' messaging similar to ET Industries' ThunderHead value proposition.

Broad incumbents

• Delta Faucet: Flagship faucet and shower brand of Masco Corporation, with deep retail and wholesale penetration in the US. Directly competes with ET Industries across the kitchen and bath faucet accessory category.
• American Standard: Long-established North American plumbing fixtures brand with a broad faucet, showerhead, and bathroom accessories portfolio. Competes with ET Industries across several of the same retail channels.
• Moen: One of the largest North American kitchen and bath faucet/shower brands (Fortune Brands). Overlaps with ET Industries across faucets, aerators, and showerheads, but at vastly broader scale and with multi-billion-dollar marketing and R&D budgets.
• Kohler: Comprehensive kitchen and bath manufacturer spanning faucets, showerheads, sinks, and accessories. A broad incumbent whose portfolio extends well beyond ET Industries' niche plumbing fittings.

Emerging players

• InSinkErator: Kitchen sink-adjacent appliance maker (garbage disposals, instant hot water dispensers) with category overlap in kitchen sink accessories and similar retail placement through Bed Bath & Beyond and big-box channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pages/ET-Industries-Inc/136670423078067?sk=wall
• Pinterestpinterest.com/etindustries
• LinkedInlinkedin.com/company/e.t.-industries-incorporated

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ET Industries