What American Resurfacing does

American Bath Resurfacing, LLC is a privately held, family-owned home surface restoration and bathroom remodeling business founded in 2009 and operating primarily from Boonton, New Jersey, with a secondary location in Brick, NJ. The firm employs approximately 8 people, including the owner John, his son, and a small crew of field technicians, and serves residential customers across multiple New Jersey counties. Its core offering centers on bathtub refinishing, reglazing, repair, and color change, executed through a multi-step process that includes acid-etching, sanding, ceramic-bonding priming, and multi-coat spray application, supplemented by porcelain and stainless steel sink repair, countertop resurfacing, ceramic tile refinishing, tile and grout cleaning, and hardwood floor services.

The company's principal technical differentiator is its exclusive North American dealer arrangement for EKOPEL 2K Bath Coating, a high-viscosity two-component liquid polymer that is poured rather than sprayed, with a claimed 20-year service life, no hazardous fumes, and a two-hour on-site application window. The firm has also expanded into accessibility-focused bath-to-handicap shower conversions and full bathroom remodeling through a 2023 dealer partnership with Best Bath Systems, offering factory-made wall surrounds across multiple SKUs and a parallel partnership with Back Home Safely for the elderly and mobility-impaired customer segment. Pricing is quote-based per job, with a promotional starting price of $799 for bathtub resurfacing and three-wall restoration.

The business model is sales-led and direct: customers call (973) 820-5151, the owner frequently answers personally, free estimates are provided, and all work is performed on-site at the customer's location. Distribution is regional (NJ-focused, with Arizona historically served), marketing is primarily word-of-mouth and referrals supported by testimonials, a blog, a Facebook page, and third-party review platforms (BBB, Porch, Google Business Profile, MerchantCircle), and revenue is generated through one-time professional services fees for refinishing, repair, installation, and remodeling work.

Name

American Resurfacing

Legal name

American Bath Resurfacing, LLC

Website

https://americanbathresurfacing.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Bathroom Refinishing Services

SIC

Coating, Engraving & Allied Services (3470)

akta.pro primary industry

Shower Remodel & Installation (Walk-in, Tile, Glass Enclosures) (HSAPABAB)

akta.pro secondary industry

Bathtub Replacement & Tub-to-Shower Conversions (HSAPABAC)

Keywords

• Bathtub refinishing services
• Bathroom remodeling services
• Countertop resurfacing services
• Ceramic tile repair
• Porcelain sink repair

Headquarters

HQ city

Boonton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Refinishing and Resurfacing Services: One-time service fees for bathtub refinishing, reglazing, repair, ceramic tile repair, countertop resurfacing, porcelain repair, stainless steel sink polishing, tile and grout cleaning, and hardwood floor services. Pricing is quote-based per job.
2. Installation Services: One-time fees for bathtub conversions, bathtub inserts, wall surround installations, ceramic tile floor installation, and hardwood floor installation.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

American Bath Resurfacing provides on-site surface restoration and bathroom remodeling services for residential customers, including bathtub refinishing, reglazing and repair, bathtub-to-shower conversions, bathtub inserts, wall surround installations, porcelain and stainless steel sink repair, countertop resurfacing, ceramic tile repair and installation, tile and grout cleaning, and hardwood floor refinishing. The company uses a proprietary EKOPEL 2K two-component liquid polymer coating (sourced exclusively in North America through Milestone Bath Products) and is a New Jersey-licensed home improvement and electrical contractor operating from Boonton and Brick, NJ.

Product overview

American Bath Resurfacing is a service-based company offering a unified portfolio of surface restoration and bathroom remodeling services. The core offering centers on bathtub refinishing, reglazing, and repair using proprietary coating processes (including EKOPEL 2K Bath Coating), supplemented by porcelain repair, countertop resurfacing, ceramic tile services, and hardwood floor refinishing. The company also offers bathroom remodeling through bathtub conversions, inserts, and Best Bath Systems wall surrounds (available in multiple models with varying dimensions and tile patterns). Recent partnerships with Best Bath Systems and Back Home Safely have expanded their accessibility-focused offerings. Services are delivered by experienced technicians throughout New Jersey, completing most projects in one to two days.

Differentiator

Problem solved

Functional benefit

Products and services

• Bathtub Refinishing and Reglazing Surface restoration service that removes chips, cracks, and stains from bathtubs, restoring them to like-new condition through acid-etching, ceramic bonding primer, and multi-coat topcoat application; offered to homeowners in New Jersey.
• Bathtub Repair Repair service for damaged bathtubs including punctures, scratches, and cracks in fiberglass, porcelain, and cast iron tubs.
• Bathtub Conversions Conversion of existing bathtubs into walk-in showers or accessible shower units, including installation of wall surrounds and shower bases.
• Bathtub Inserts Installation of new bathtub liners inserted over existing tubs without plumbing changes, providing a like-new appearance at a fraction of replacement cost.
• Bath to Handicap Shower Conversions Specialized conversion service transforming bathtubs into handicap-accessible showers with built-in seats and grab bars for elderly and wheelchair-bound individuals.
• Porcelain Repair Repair service for chipped, cracked, or scratched porcelain fixtures including bathroom and kitchen sinks, restoring them to near-perfect condition.
• Stainless Steel Sink Polishing Restoration service that returns scratched stainless steel sinks to their original brushed finish without replacement.
• Countertop Resurfacing

Quantifiable outcome

• Up to 70% savings compared to full bathtub replacement ($1,700–$3,000 replacement cost vs. refinishing)
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Best Bath SystemscoreGTM or Marketing PartnerAmerican Bath Resurfacing is a dealer for Best Bath Systems residential products, including wall surround designs for bathtub conversions and bathroom remodeling projects. This partnership expands their product offerings to include factory-made wall surrounds that complement their installation and refinishing services.
• Back Home SafelyminorStrategic or Co-development PartnerAmerican Bath Resurfacing partners with Back Home Safely to provide bathroom remodeling services with accessibility in mind, serving elderly and handicap individuals who need wheelchair-accessible bathing solutions.
• Milestone Bath ProductscoreTechnology or IntegrationMilestone Bath Products is the exclusive North American source for EKOPEL 2K Bath Coating, the advanced two-component liquid polymer coating that American Bath Resurfacing uses for bathtub resurfacing. This is an exclusive supply arrangement in North America.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Others

• Best Bath Systems: Manufacturer of residential wall surrounds and accessible bathing units. American Bath Resurfacing is a dealer for Best Bath Systems products, making this both a supplier and an indirect channel for competing installation jobs.
• Milestone Bath Products: Exclusive North American supplier of EKOPEL 2K Bath Coating. Technology partner and supplier of the proprietary coating that anchors American Bath Resurfacing's product differentiation.

Direct peers

• Surface Specialists Systems: Bathtub, tile, and countertop refinishing franchise with multi-state presence. Closest direct competitor on the refinishing value proposition, using similar pour-on and spray coating techniques.
• Bathcrest: Regional bathtub refinishing company in the Western US offering comparable reglazing and resurfacing services to homeowners. Similar service model and target customer base as American Bath Resurfacing.
• Miracle Method: Largest US bathtub and countertop refinishing franchise with national coverage. Directly competes with American Bath Resurfacing on the same refinishing/resurfacing service, target residential customers, and cost-vs-replacement value proposition.
• Bath Fitter: National bathtub liner and acrylic wall system installer. Direct competitor in the bathtub inserts / wall surround category American Bath Resurfacing addresses via Best Bath Systems products.
• Re-Bath: National bathroom remodeling franchise offering bathtub replacements, walk-in showers, and wall systems. Competes head-on with American Bath's conversion and surround installation offerings for the same homeowner segment.
• Bath Planet: National bath remodeling franchise specializing in tub-to-shower conversions and wall surrounds. Overlaps with American Bath's conversion services and accessibility remodeling segment.

Emerging players

• Reglaze It: Multi-market bathtub reglazing and refinishing company. Comparable service offering to American Bath Resurfacing with overlapping homeowner target audience and cost-savings pitch.

Regional players

• HomeWerks Worldwide: Multi-state home services and remodeling company with bathroom refinishing and accessibility remodeling offerings. Competes in adjacent geographies with overlapping customer demographics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/567007650105204
• LinkedInlinkedin.com/company/american-resurfacing

Compliance2 records

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 American Resurfacing