About Renovation Brands

Renovation Brands is a collective of affiliated brands serving residential and commercial clientele in the renovation space. Drawing from specialty companies like Mantels Direct, Electric Fireplaces Direct, American Tin Ceilings, and Reggio Registers, residential customers find we are the leading source for niche, complementary products.

Professional clients, including architects, builders, and interior designers, turn to us for superior renovation products at unbeatable service and programs designed for the trade.

Affiliate Brands

Electric Fireplaces Direct

The leading web retailer of electric fireplaces & heaters.


Mantels Direct

Largest selection of fireplace mantels, shelves, outdoor fireplaces, patio heaters and accessories.


Reggio Registers

Quality, decorative heat and air conditioning grilles & register covers.


American Tin Ceilings

Largest manufacturer and direct shipper of tin ceiling products in the world.


Electric Heat Source

Residential, commercial and industrial heaters for virtually any use or application.


Electric Fireplaces Canada

Broadest selection of electric fireplaces & heaters in the Canadian Market.



Easy Slip-on Baseboard Radiator Covers: From Eyesore To Architectural Highlight.


RTA Cabinet Store

Wholesale ready-to-assemble RTA kitchen cabinets and bathroom vanities - Oak, Tuscany White Maple, Cherryville and Euro Vanities.


Why Renovation Brands?

Renovation Brands guarantees the best products and a superior customer experience from our family of affiliate brands.
Shop Renovation Brands for:

  • A commitment to expert, personalized customer service
  • Free project planning and design consultations
  • Unique complementary products from our family of affiliate brands
  • Exclusive affiliate promotions and discounts
  • Professional pricing on volume orders

We appreciate the opportunity to do business with you and look forward to working with you.


Renovation Brands Names Marc Sieger as New CEO

Florence, AL – (September, 2017) – Renovation Brands, LLC, parent company of Mantels Direct, Electric Fireplaces Direct, Electric Fireplaces Canada, American Tin Ceilings and Reggio Register, announced today that has selected Marc Sieger as the organization's next chief executive officer. Mr. Sieger, who recently served as the CEO of Craft Retail, Inc. and the President of the Orchard Portfolio for Bluestem Brands, Inc., succeeds Rick Morse, the company's founder and current CEO.

"After a comprehensive search process, the board and I are pleased to have found the best individual to assume leadership of this growing organization," said Rick Morse, "Marc has a track record of strong leadership with multi-brand, multi-channel organizations. This combined with his deep knowledge of direct marketing, makes Marc uniquely qualified to lead Renovation Brands successfully through the next phase of growth."

The selection of Sieger caps a lengthy search process that included a large initial prospect pool that was narrowed by stages to a group who were vetted, then interviewed by board leadership.

"Marc is highly qualified to drive the strategic direction of Renovation Brands," said Carson Biederman, Managing Partner of Digital Fuel Capital. DFC is a private equity firm based in Auburndale, MA who made a significant investment in Renovation Brands in 2012. Digital Fuel Capital's mission is to invest in exceptional e-commerce companies, empowering them with opportunities to collaborate, access best-in-class resources to improve their businesses and implement technologies that change the game.

Sieger holds a bachelor's in finance and marketing from Syracuse University. Marc spent 13 years at General Electric in a variety of functions and leadership positions in three GE businesses including Vice President – Digital & e-fulfillment in his final role with GE before joining Circuit City. At Circuit, he was responsible for the inception and development of the Firedog technology services business that grew to over $350M in revenues in three years. He was President & Chief Operating Officer of Orchards Brands Corporation and helped lead its sale to Bluestem Brands, Inc. in 2015. Following the sale, Marc served as the President of the $1B Orchard Portfolio and was responsible for co-leading the integration with Bluestem in 2016.

"I am looking forward to the opportunity to lead Renovation Brands through its' next phase. Rick and his team have developed a terrific business that is well positioned for continued growth – both organically and through acquisition, said Sieger. "The company has established a strong and defensible position in the market segments that it serves and continues to develop a best-in-class marketing and sales services group to support the businesses."

Rick Morse will continue to support the business through his role on the board of directors.

Renovation Brands is a multi-brand home improvement/commercial renovation products company. The mission of Renovation Brands is to be the leading provider of direct-from-the-manufacturer home improvement products, offering high quality products and customer service at exceptional value to DIY consumers and trade professionals. Renovation Brands currently consists of the following brands, which are leaders in their respective product categories: AmericanTinCeilings.com, MantelsDirect.com, ReggioRegisters.com and ElectricFireplacesDirect.com. With the exception of Electric Fireplaces Direct, Renovation Brands is selling its own proprietary products. Renovation Brands has offices in Florence, AL (headquarters), Boulder, CO (marketing), Leominster, MA (Reggio Registers) and Bradenton, FL (American Tin Ceilings). Renovation Brands is particularly strong in e-commerce, serving DIY consumers and professionals. Renovation Brands is focused on developing a best in class marketing support hub across multiple marketing channels to fuel growth across it's brands, as well as future acquisitions.

Career Opportunities

Working for Renovation Brands
Renovation Brands is a 13-year-old internet retail company that operates category leading web sites in the niches they serve. Renovation Brands is committed to providing the best possible experiences for its customers through comprehensive content, expert personal service and delivery. We are successful, in part, because we are aggressive marketers who seek opportunities.

Small company, big vision
We are a small and innovative company dedicated to accomplishing great things. That being said, we have been recognized as one of the top 500 fastest growing private companies in the U.S. (Inc. 500 – Inc. Magazine August, 2008) and one of Internet Retailers Top 500 retail web companies, just 461 spots behind Amazon. We're looking for like-minded individuals who are thrilled by challenges and ready to help us reach the next level. As part of our team, you will have the opportunity to contribute in many aspects of our business efforts, from improving our customer experience to helping us open new marketing channels.

Love what you do and where you work
On a personal level, you should be well-rounded, because life is not all about work. We seek individuals that work hard, play hard, think outside the box, sweat the details and genuinely get a charge out of making things happen. We want your work to be an exciting part of your life, because the best ideas come from passionate people.

Current Openings

Contact Us

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(256) 765-2171 Ext 297

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(256) 765-2171 Ext 297