SageHome sets sights on nat’l footprint

ATLANTA – After partnering with strategic advisors Cairngorm Capital and acquiring New Bath Today, SageHome is quickly positioning itself as a full-service, national home modifications solution. 

“To grow quickly, we knew we had to be great at bathrooms, so New Bath Today is our first big step,” said Bryan Hutto, CEO of SageHome. 

New Bath Today has 90 employees, as well as vetted and accredited subcontractors, serving six Midwestern states. 

Founded in 2016, the company offers low-barrier showers and walk-in bathtubs that can be installed within a day. It has exclusivity with Kohler products. 

“The aging market segment – they don't want an ADA-looking bathroom, they want a bathroom that looks really good, but is functional and safe,” said Hutto. “The majority of their customers are 55 and older, fitting right into that baby boomer-aging population.”  

New Bath Today may be the first step toward a national footprint, but it’s certainly not the last. Launched in March 2021, SageHome is already in seven states, and expects to be in four more states by the end of this year, unless the company finds a bigger acquisition that could take them even further. 

“We put together a really talented leadership team,” said Hutto. “All of our expertise comes from running big companies, scaling them and repeating, making processes and structures and customer journeys repeatable over time.” 

That ability to scale and support functionalities across the country is what drew SageHome to Cairngorm Capital, says Hutto. 

“They’ve got a history of really investing in this infrastructure and systems to make sure the customer experience is where it needs to be and that’s how they accelerate growth,” he said. 

With the aging-in-place and bathroom remodel markets at $30 billion and $86 billion, respectively, that's a lot of runway for growth. 

“(The home modification market) is very fragmented,” he said. “It’s all over the place and that’s one reason we think building a national business could really benefit everyone, because you get better systems and you get better repeatable processes.”