In 2004 in Atlanta, Georgia, Amba Products was founded with a clear goal in mind: to make the heated towel rack a must-have item for every bathroom in North America. Overpriced and not widely available, heated towel racks in America could be seen only in the homes of some of the country’s elite. While Europeans, and other nations around the world, had been drying and warming their towels on radiators for years, most Americans had no experience with them. In fact, the perception persisted that they were a luxury out of reach for most American families. Amba Products changed this view. They were one of the first companies in the U.S. to introduce consumers to affordable, stylish heated towel racks made of high-quality stainless steel.