About Amba
More than 20 years of bringing warmth, comfort, and design to the bathroom
Since 2004, Amba has been focused on one idea: heated towel racks should not be a niche luxury. They should be a practical, well-designed standard in North American bathrooms.
What began as a way to bring everyday towel-warming comfort to North America has grown into one of the most established heated towel rack brands in the market. Today, Amba products are specified by designers, recommended by showroom professionals, and chosen by homeowners who want bathrooms that feel more considered, comfortable, and complete.
We build our collections around stainless steel durability, clean design language, and installation flexibility so that heated towel racks feel as natural in a modern primary suite as they do in a traditional bathroom, hospitality setting, or wellness-focused renovation.
20+ YearsFounded in 2004 and now celebrating more than two decades in business
170,000+Units sold since 2012 across residential and professional channels
180+Unique model configurations across multiple collections and finishes
2,600+Showrooms across the United States, Canada, Mexico, and the Caribbean
Our Story
Built to make a better option available
When Amba began in 2004, the North American market offered very few heated towel rack options that were both attractive and accessible. Many available products felt overpriced, limited, or poorly designed. Amba was created to offer something better: everyday comfort, strong design, and dependable quality without feeling out of reach.
That original idea still defines the company. Every new collection, finish, controller, and support resource is meant to make heated towel racks easier to specify, easier to understand, and easier to live with.
“Amba was born from the belief that everyone deserves an affordable, efficient, and stylish heated towel rack in their bathroom.”
Mission
Make heated towel racks a standard fixture in every bathroom in North America.
That mission has shaped the brand from the beginning. It is the reason Amba invests in product design, broader distribution, dealer relationships, and practical planning support around what a heated towel rack adds to everyday life.
Amba’s role is to make heated towel racks feel normal, useful, and well understood in North American bathrooms.
Why Amba
The principles behind the brand
Quality
High-grade stainless steel construction, engineered to perform and hold up over time in real bathrooms and real projects.
Accessibility
Luxury should not be reserved for a small niche. Amba’s mission has always been to make heated towel racks more attainable and more widely understood.
Wellness
Warm, dry towels support comfort, reduce dampness, and tie directly into the brand’s larger focus on better daily living and towel freshness.
Sustainability
Heated towel racks are an energy-conscious comfort upgrade, using modest power while adding daily utility and helping towels dry more efficiently.
Excellence
From product support to dealer relationships to specifier resources, the brand is built around dependable service and long-term trust.
Brand Proof
Trusted by homeowners, designers, and showrooms across North America
Design Range
Amba offers a wide range of styles, sizes, finishes, and installation formats so the product can fit modern, transitional, and traditional bathrooms without feeling like an afterthought.
Professional Reach
The brand works directly with designers, architects, dealers, web vendors, and showroom partners, which keeps the product line grounded in both specification needs and end-user realities.
Showroom Presence
With more than 2,600 showroom locations, Amba has built real physical visibility in the market. Buyers are not just discovering the brand online; they are encountering it where major bathroom decisions get made.
Recognized Standards
Amba products and business operations align with the professional and safety expectations that matter in this category, including industry certifications and trade organization involvement.
The Team
A small team with deep experience
Amba is run by a focused team with deep experience across product knowledge, customer support, logistics, dealer relationships, and brand communication. The group stays close to the work, which gives customers and partners access to people who understand both the product line and the way heated towel racks are specified, sold, and installed in real projects.
That matters because heated towel racks are rarely a simple yes-or-no purchase. Customers have installation questions, designers need clear answers, showrooms need responsive support, and dealers need a partner who knows the product line. One of Amba’s real strengths is that support stays personal, practical, and grounded in real product knowledge.
For a company of this size, the team handles an unusually wide range of responsibilities, and that hands-on involvement shows up in the customer experience. It is one of the reasons Amba has developed such a strong reputation for service over the years.
8 PeopleA focused team covering product, service, dealer support, logistics, and brand communication
75+ YearsCombined experience across the team, reflected in how Amba supports customers and partners
Strong ServiceCustomer service is one of the brand’s most consistent strengths, and people notice it
What People Say
People remember both the product and the experience
Warmth That Feels Worth It
“Warm towels are such a luxury.”
JH, Amazon.com review featured on Amba’s homepage
Design That Delivers
“Aesthetically pleasing, and warms/holds several towels at once.”
Amazon Customer review featured on Amba’s homepage
Support & Experience
More than a product line
One reason Amba has remained relevant for more than 20 years is that the company has never treated heated towel racks as a simple catalog item. The product experience includes sizing guidance, installation resources, technical documents, dealer support tools, and a broad showroom network that helps customers move from research to a confident purchase.
For Homeowners
Educational resources, comparison articles, FAQs, and where-to-buy options help customers understand what they are choosing and why it fits their bathroom.
For Designers & Specifiers
Collection variety, technical documents, support materials, and real installation flexibility make the brand easier to integrate into professional project workflows.
For Dealers & Showrooms
Dealer tools, stock-check workflows, promotional support, and showroom spotlights reinforce the relationships that have helped Amba grow across the market.
For the Long Term
Longevity matters in this category. More than two decades in business gives buyers and trade partners confidence that the brand is established, experienced, and here to support the product over time.
Amba Support
Products, resources, and showroom connections
Explore the collections, compare product details, or connect with a showroom that can help bring the right heated towel rack into the project.