What Diversified Products does

Diversified Products is a privately held, single-product hardware company founded in 1994 and headquartered in Los Angeles, California. It manufactures and sells The Magic Wand, an electronic weld cleaning system that uses an electrochemical process to remove weld burns (heat tint, heat discoloration, and bluing) on stainless steel while simultaneously passivating the metal surface to inhibit rust and corrosion. The device cleans TIG, MIG, spot, projection, plasma, laser, brazing, and orbital welds, weighs seven pounds, and includes a color-coded wand and ground clamp with a 10-amp fuse and a one-year warranty; consumables are sold separately, including phosphoric acid and citri-based cleaning solutions.

The company operates an exclusively direct-to-consumer e-commerce model with no brick-and-mortar retail, walk-in centers, or distributor network, processing orders same day (including weekends and holidays) and shipping via UPS and FedEx. The Magic Wand is positioned at under $1,000, a price point the company attributes to its lean channel structure rather than to feature differentiation, with competing electronic weld cleaners reportedly priced from $2,000 to over $5,000. Customer base is horizontal across professional welders, small fabrication shops, and manufacturing facilities in the United States, United Kingdom, Canada, Japan, Costa Rica, and Cyprus. No public financials, headcount, funding, ownership structure, or management team information is disclosed.

Name

Diversified Products

Legal name

Diversified Products

Website

https://diversifiedproducts.us

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Diversified Products, founded in 1994 in Los Angeles, designs and sells The Magic Wand, an electrochemical weld cleaning system for stainless steel, sold direct-to-consumer online to professional welders and small fabricators worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - The Magic Wand: One-time hardware purchase model. The Magic Wand unit is sold as a complete system kit with wand and ground clamp. Accessories are sold separately. The product is priced under $1,000, significantly lower than competitors at $2,000-$5,000+. Optional consumables include phosphoric acid or citri-based cleaners for the cleaning process.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Diversified Products manufactures and sells The Magic Wand, an electronic weld cleaning system that uses an electrochemical process to remove weld burns (heat tint, bluing) and passivate stainless steel surfaces. The 7-pound system kit, including wand and ground clamp, cleans TIG, MIG, laser, spot, projection, plasma, brazing, and orbital welds in seconds without surface marring or hazardous pickling pastes. The product is sold exclusively through the company's online store at diversifiedproducts.us for under $1,000.

Product overview

Diversified Products offers The Magic Wand as its primary product, an electronic weld cleaner system designed for removing weld burns, heat tint, and heat discoloration from stainless steel. The product line includes related accessories sold through their online store. The Magic Wand operates through an electrochemical process that both cleans weld burns and passivates the metal surface to help prevent rust and corrosion. The company has been in business since 1994, selling products directly online to customers in the United States, Canada, Central America, United Kingdom, Cyprus, and Japan.

Differentiator

Problem solved

Functional benefit

Brands

• The Magic Wand: Electronic weld cleaner designed to remove weld burns (heat tint, bluing) on stainless steel through an electrochemical process. Product weighs 7 pounds and comes with wand and ground clamp. Priced under $1,000 with one-year warranty.

Products and services

• The Magic Wand Weld Cleaning System Kit An electronic weld cleaning system that uses an electrochemical process to remove weld burns (heat tint, bluing, heat discoloration) from stainless steel and simultaneously passivates the metal surface to prevent rust and corrosion. The complete kit includes a wand and ground clamp, weighs 7 lbs, is fuse-protected with a 10 amp fast-acting fuse, cleans TIG, MIG, laser, spot, projection, plasma, brazing, and orbital welds in seconds, and comes with a 1-year warranty. Designed for professional welders, metal fabricators, welding shops, and manufacturing facilities working with stainless steel.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Stellar SolutionsminorOthersStellar Solutions provides a citric acid base cleaning solution recommended by many Magic Wand customers as an alternative to phosphoric acid. The solution is described as non-hazardous. Customers can contact Stellar Solutions at (847) 854-2800 or visit their website at citrisurf.com. This is a customer-recommended vendor relationship rather than an official partnership.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Kemppi: Finnish welding equipment manufacturer serving professional welders internationally. Comparable as a broad incumbent in the welding industry with potential adjacency into electrochemical weld cleaning.
• ESAB: Global welding and cutting equipment manufacturer with a broad portfolio that could include or expand into weld cleaning. Relevant as a large incumbent capable of entering the electrochemical weld cleaning niche at lower price points.
• Miller Electric: Major welding equipment manufacturer with a broad product portfolio targeting the same professional welding industry. Comparable as a broad incumbent in the welding equipment space serving overlapping end customers.
• Lincoln Electric: One of the largest welding equipment manufacturers globally, serving the same professional welder and fabricator customer base. A potential future entrant into electrochemical weld cleaning or current competitor via portfolio offerings.
• Fronius: Austrian manufacturer of welding systems with a global presence. Comparable as a broader welding equipment incumbent that could expand into weld cleaning and surface finishing products for stainless steel.

Direct peers

• Walter Surface Technologies: Walter's Surfox line is a direct competitor to The Magic Wand — electrochemical weld cleaning systems for stainless steel sold to professional welders and fabricators worldwide. They compete head-to-head on the same core use case and customer base.
• Dengensha (Cleanox): Japanese manufacturer of the Cleanox electrochemical weld cleaning system, one of the established direct competitors in the same product category. Comparable in target customer (stainless steel fabricators) and underlying technology.

Others

• Stellar Solutions (CitriSurf): Supplier of citric-acid-based cleaning solutions that are recommended for use with The Magic Wand. Comparable as an ecosystem participant in the weld cleaning chemistry supply chain rather than a direct equipment competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Diversified Products