Aptations
Aptations is a privately held, family-owned US designer and wholesaler of premium LED-illuminated bathroom mirrors and magnified makeup mirrors, selling through an authorized dealer network to residential consumers and through direct bulk/wholesale orders to hospitality clients including major hotel chains.
- Company typePrivate
- Founded1994
- HeadquartersDublin, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Aptations does
Aptations, Inc. is a privately held, family-owned designer and wholesaler of premium bathroom mirrors, headquartered at 800 NE Tenney Rd in Vancouver, Washington. Founded in 1994 by husband-wife co-founders Christy and Robert Winters, the company has operated continuously for over three decades as a specialty manufacturer/distributor with 11–50 employees and no disclosed institutional funding or parent company. Its core technology is electromechanical rather than digital: LED-illuminated mirrors with switchable color temperature, multi-level magnification (1X–10X), rechargeable battery options, and concealed mounting hardware. The product portfolio is organized into three sub-brands — Kimball & Young (premium illuminated small/magnified mirrors at USD $665–$825), Mirror Image Collection (non-lighted wall and freestanding mirrors at USD $275–$450), and Sergeña Collection (back-lit and tunable-light vanity mirrors) — spanning residential and commercial applications.
Aptations makes money primarily through one-time unit sales to two distinct channels: a long-tail residential channel fulfilled through an authorized dealer network with a website-based dealer locator, and a direct commercial channel selling 50+ unit bulk orders with custom sizing, lighting, and finishes to hospitality buyers (hotels, resorts) and home goods retailers. Pricing is published in both USD and CAD and is per-unit with no recurring/subscription component. Named enterprise placements include Marriott, Hilton, Four Seasons, Sheraton, and Hyatt (referenced as "As Seen In" installations over the brand's 30-year history), and commercial distribution partners include Rejuvenation and Pottery Barn.
The go-to-market motion is channel-partner-driven: residential revenue flows through authorized dealers located via the company website, while commercial/hospitality revenue is captured through a dedicated commercial inquiry process for bulk and custom orders. Aptations markets through its website (product pages, inspiration galleries, how-to guides), email newsletter for design trends and product alerts, and earned media via the hotel brand logo placements. There is no mobile app, no API surface, no AI/ML capability, no disclosed patents, and no public certifications; the company operates as a focused niche brand in the premium bath hardware category, with competitive positioning resting on 30-year brand heritage, design variety across metal finishes, and direct relationships with hospitality specifiers.
Aptations firmographics
Firmographics- Name
- Aptations
- Legal name
- Aptations Inc.
- Website
- https://aptations.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Aptations is a privately held, family-owned US designer and wholesaler of premium LED-illuminated bathroom mirrors and magnified makeup mirrors, selling through an authorized dealer network to residential consumers and through direct bulk/wholesale orders to hospitality clients including major hotel chains.
- Ownership category
- akta.pro rank
Aptations industry classification
Industry- Product category
- Bathroom Mirrors
- NAICS
- Residential Electric Lighting Fixture Manufacturing (335131), Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132)
- SIC
- Electric Lighting & Wiring Equipment (3640)
- akta.pro primary industry
- Mirrors & Lighting (Vanity Mirrors, Lighted Mirrors) (CRABAKAK)
Keywords
Where Aptations is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Aptations 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
- Lighted Mirror Sales: One-time sale of high-end lighted bathroom mirrors and magnified makeup mirrors to consumers and commercial/hospitality clients through dealer network and direct commercial inquiries
- Commercial Bulk Orders: Custom mirror designs, large vanity mirrors, and custom specifications sold at wholesale/bulk rates to hospitality industry partners including hotels and resorts
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Kimball & Young Collection - Premium lighted magnifying mirrors |
| Unit Pricing | Pay-as-you-go | Mirror Image Collection - Non-lighted wall and freestanding mirrors |
| Unit Pricing | Pay-as-you-go | Commercial/Wholesale - Bulk orders for hospitality industry |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Aptations product offering
Product offeringCore offering
Aptations designs, manufactures, and distributes premium lighted bathroom mirrors and magnifying makeup mirrors under sub-brand collections including Kimball & Young, Mirror Image, and Sergeña. The company sells both finished catalog products (wall-mount, freestanding, LED-lighted, and magnified mirrors) and custom-fabricated mirror installations at wholesale pricing to the hospitality industry.
Product overview
Aptations is a 30-year heritage brand specializing in high-end lighted bathroom mirrors and magnifying makeup mirrors. The company offers three main sub-brands: Kimball & Young (luxurious illuminated small mirrors with switchable lighting), Mirror Image Collection (high-quality non-lighted wall-mounted and freestanding mirrors), and Sergeña Collection (premium back-lit vanity mirrors and tunable light vanity mirrors for hospitality). Product categories include Lighted Freestanding Mirrors (LED illuminated with adjustable height and magnification), Lighted Wall Mount Mirrors (hardwired or plug-in options including back-lit vanity mirrors), Free Standing Mirrors (non-lighted countertop mirrors), and Wall Mount Mirrors (non-lighted designs including double-arm and minimalist styles). The portfolio serves both residential consumers and commercial hospitality clients including major hotel chains like Marriott, Hilton, Four Seasons, and Hyatt.
Differentiator
Problem solved
Functional benefit
Brands
- Kimball & Young: Luxurious, elegant small mirrors - collection of magnified makeup mirrors with switchable light features.
- Mirror Image Collection
- Sergeña Collection
Products and services
- Kimball & Young Collection Luxurious, elegant small mirrors with switchable lighting and magnification features (1X, 3X, 5X, 10X) for detailed grooming and vanity use.
- Mirror Image Collection High quality non-lighted mirrors in wall-mounted and freestanding styles, offering exceptional value for residential bathrooms.
- Sergeña Collection Premium vanity mirrors featuring back-lit designs, tunable light options, and large illuminated surfaces for hospitality and residential settings. Includes Pure Backlit, Classic Backlit, NeoClassic Back-Lit, La Bonita, Cuadro Back-Lit, Duo Tunable, Sol Tunable, and Wardrobe Mirror lines.
- Magnified Makeup Mirror with Switchable Light Round double-sided 5X/1X magnified mirror with switchable light color temperature, MSRP USD $825.00 / CAD $795.00.
- NeoModern Freestanding Magnified Mirror Double-sided 5X/1X LED lighted freestanding mirror with modern design, USD $665.00 / CAD $620.00.
- Custom Commercial Mirror Solutions Custom mirror designs, large vanity mirrors, and custom specifications sold at wholesale/bulk rates to hospitality industry partners including hotels and resorts (orders of 50+ units).
Companies that use Aptations
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Aptations technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Aptations partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- RejuvenationcoreRejuvenation is listed as a hospitality partner of Aptations, indicating a commercial distribution relationship for mirror products in hospitality projects.
- Pottery BarncorePottery Barn is listed as a hospitality partner of Aptations, indicating a commercial distribution relationship for mirror products in hospitality projects.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Aptations competitors and assessment
Company assessmentEmerging players
- West Elm: West Elm sells design-forward bathroom mirrors and vanity furnishings as part of its home goods catalog. Overlaps with Aptations on the design-conscious residential segment, particularly with the Mirror Image Collection's aesthetic.
- Rejuvenation: Rejuvenation is a design-forward home goods retailer selling its own line of lighted vanity mirrors and bathroom fixtures. Overlaps with Aptations on premium residential and designer/specifier channels — and is also an active distribution partner.
Broad incumbents
- IKEA: IKEA offers a broad range of bathroom mirrors including lighted and mirrored cabinet options at mass-market price points. Operates as a broad incumbent with significant scale advantage, competing for the lower end of Aptations' residential customer base.
- Kohler: Kohler is a global kitchen and bath giant with vanity mirrors, lighted mirrors, and broader bathroom furnishings. Operates as a broad incumbent across the bath category with significantly larger scale, while Aptations competes in its lighted mirror niche.
- Duravit: Duravit is a global bathroom furniture and fixtures manufacturer with a portfolio that includes lighted vanity mirrors. Broader incumbent operating across sinks, tubs, toilets, and mirrors — overlapping with Aptations' hospitality/residential bathroom category but not specializing in mirrors.
- Restoration Hardware (RH): RH offers premium bathroom mirrors and vanity furnishings under its RH Modern and RH Contemporary lines. Competes in the same premium residential bathroom category as Aptations, with a much larger catalog and broader home category exposure.
Direct peers
- Electric Mirror: Electric Mirror is a leading manufacturer of lighted mirrors for the hospitality industry and high-end residential market, with integrated LED technology and custom designs. Direct overlap with Aptations' core product line, customer base (hotels and luxury residential), and commercial/hospitality GTM motion.
- Robern: Robern (a Kohler Company subsidiary) makes premium lighted bathroom mirrors, medicine cabinets, and vanity storage, targeting high-end residential and hospitality. Comparable product category, premium pricing tier, and design-forward positioning.
- Séura: Séura designs and manufactures premium lighted mirrors, TV mirrors, and outdoor mirrors for residential and hospitality applications. Direct overlap with Aptations' vanity mirror offering, including LED lighting, magnification, and design-focused finishes.
- Keuco: Keuco is a German manufacturer of high-end bathroom accessories including lighted mirrors, magnification mirrors, and vanity fittings. Comparable premium positioning, similar product category, and design-led engineering overlap with Aptations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Aptations social profiles
Digital presenceAptations financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aptations leadership team
Management profileNumber of profiles
Profiles2 records
Aptations funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aptations 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 Aptations
What does Aptations do?
Aptations designs, manufactures, and distributes premium lighted bathroom mirrors and magnifying makeup mirrors under sub-brand collections including Kimball & Young, Mirror Image, and Sergeña. The company sells both finished catalog products (wall-mount, freestanding, LED-lighted, and magnified mirrors) and custom-fabricated mirror installations at wholesale pricing to the hospitality industry.
Is Aptations a public or private company?
Aptations is a private company. It is classified as family owned and is currently operating.
When was Aptations founded?
Aptations was founded in 1994. It employs 11 to 50 people.
Where is Aptations based?
Aptations is headquartered in Dublin, United States, in the North America region.
How does Aptations make money?
Two revenue lines are on record. Lighted Mirror Sales are the primary driver. The others are commercial Bulk Orders.
Who are Aptations's main competitors?
Emerging players on record are West Elm and Rejuvenation. Broad incumbents are IKEA, Kohler, Duravit and Restoration Hardware (RH). Direct peers are Electric Mirror, Robern, Séura and Keuco.
Does Aptations have an API?
No public API is recorded for Aptations.
What industry is Aptations in?
Aptations's product category is Bathroom Mirrors. Its primary akta.pro industry code is CRABAKAK, Mirrors & Lighting (Vanity Mirrors, Lighted Mirrors). Its NAICS code is 335131 and its SIC code is 3640.