The most revealing object in Jasco Products' headquarters may not be a smart switch or a color-changing light. It is the box. Sometimes the name on that box is GE. Sometimes Philips, Energizer or one of Jasco's own labels, including Enbrighten, Cordinate and UltraPro. The customer sees a familiar badge and a small household promise: protect these electronics, light that patio, make this television behave. Behind it sits an Oklahoma City company that has spent half a century becoming expert at the useful, fiddly things people notice mainly when they fail.
Jasco designs, develops, markets and distributes products across lighting, power, home automation, security, charging, connectivity and home entertainment. Its catalog stretches from extension cords and night-lights to Z-Wave dimmers, Matter smart plugs and permanent outdoor eave lighting. That breadth can look miscellaneous. It is more coherent when viewed as a map of domestic friction: not enough outlets, the wrong cable, a dark staircase, an unreachable switch, a yard that needs light or a remote control that has lost the argument with the television.
The company says it has created more than 4,000 products, earned more than 50 patents and reached more than 100 million homes through over 85,000 storefronts. Those are company-reported figures, but they clarify the scale. Jasco is less a single-product manufacturer than a product engine built for shelves, websites and walls.
The advantage of being almost invisible
Steve Trice founded Jasco on July 15, 1975, as a division of his family's wholesale electronics business. The operation occupied 1,400 square feet and marketed CB-radio accessories. Two years later, after early business with Target and Walmart - each then a far smaller chain than it is today - Trice bought Jasco out and made it independent.
The decisive move came through brand licensing. Jasco signed Emerson and Bell deals in 1994, then began its long-running GE relationship in 1998. In 2004, it acquired GE's Home Electrical Products division, adding 15 product categories and, by Jasco's account, more than doubling the company overnight. Philips and Energizer licenses followed in 2016.
This model lets Jasco combine two assets that are expensive to build from scratch. The first is consumer trust borrowed from globally recognized names. The second is its own behind-the-scenes machinery: product design, regulatory work, sourcing, packaging, retailer relationships, merchandising, support and replenishment. Competitors can copy a cable or plug. Reproducing the whole route from idea to 85,000 storefronts is harder.
Jasco also owns brands that give it more room to define categories. Enbrighten began in 2015 with durable LED café lights and expanded into smart switches, landscape lighting, fixtures and permanent outdoor products. Cordinate treats the extension cord as décor rather than something to hide. Projectables turned the humble night-light into a tiny ceiling show through entertainment licenses. JascoPro moves the company upstream, selling connected lighting to builders, contractors and installers instead of waiting for a consumer to browse an aisle.
A smart home still has to be a home
The connected-home market is crowded with platforms and protocols. Lutron and Leviton are entrenched in controls. Signify's Philips Hue, Govee, Feit Electric and TP-Link's Kasa compete across lights and plugs. Belkin, Anker and Amazon Basics turn power and connectivity into price fights. Jasco's position is the middle layer: broad enough to sell a plain timer and technical enough to make a switch speak Z-Wave, Zigbee, Wi-Fi or Matter.
That breadth addresses a problem gadget marketing tends to avoid. Houses are mixed environments. A homeowner may want a hub-free Wi-Fi plug in one room, a security-integrated Z-Wave switch in another and an ordinary surge protector behind the desk. Jasco does not need every purchase to become a grand smart-home conversion. It can meet the buyer at each rung of the ladder.
“Compatibility has been the biggest challenge for the smart home industry's growth.”Mitchell Davis, Jasco connected-home product executive
Jasco committed in 2023 to develop Matter-certified products across its smart-home lines. Current Enbrighten VIBE products include Matter-equipped plugs and dimmers that work with the Enbrighten app and compatible controllers. Other products integrate with Amazon Alexa and Google Assistant. The practical appeal is not the protocol acronym; it is being able to schedule a lamp or call for the lights without buying another hub.
The professional channel makes that logic more ambitious. JascoPro's integration with Alarm.com gives installers access to connected switches, dimmers and receptacles within a security and property-control platform. At Jubilee, a health-focused Johnson Development community near Houston, JascoPro SmartCycle lighting is specified in homes to adjust brightness and color temperature across the day. The same portfolio that sells convenience at retail is being pitched to builders as infrastructure.
Consumers buy fewer trips to the switch, safer power distribution, a lit path and a working screen. Retailers buy broad assortments from one experienced supplier. Builders buy repeatable connected-home specifications. Jasco's products differ, but the job is consistent: remove a small point of friction and make the result easy to distribute.
The warehouse is part of the product
Consumer hardware has an unforgiving physical layer. Inventory occupies space. Holiday lights arrive before holidays or become next year's problem. A retailer cares about fill rate as much as feature lists. In 2022, Jasco unveiled a $40 million automation project at its 500,000-square-foot Oklahoma City distribution center. The system included automated storage and retrieval, carton handling, ergonomic palletizing and pick-and-pack stations.
The company said the changes could fit about 70 percent more product at the site, consolidate six locations, reduce fulfillment time by four to seven days and improve inventory accuracy. It also said the investment was designed to reduce physical strain without cutting staff. This is an unphotogenic advantage, which is why it matters. In a category of comparable plugs and lights, fewer shortages and faster replenishment become part of what Jasco sells to retailers.
The business model is accordingly layered. Jasco earns wholesale revenue supplying mass merchants, home-improvement chains, food and drug stores, e-commerce sellers, distributors and professional channels. It also sells direct from its Shopify storefront. Licensed brands create recognition; owned brands create control and potential margin; professional products create a route into newly built homes. The company is private, so it does not publish audited financials. Supplied company data estimates annual revenue at about $250 million and employment around 370 people, figures best read as directional.
Half the profit, on purpose
Jasco's most unusual operating choice is neither a protocol nor a patent. It says 50 percent of net profits from its owned brands are donated to ministries and charities. The distinction matters: the pledge applies to Jasco brands, not automatically to every licensed-brand product the company sells. Through its Give Your Way program, online shoppers can select among causes tied to needs such as food, water, shelter and disaster relief.
The pledge reflects a culture Jasco describes without corporate euphemism. Its published beliefs begin with God, biblical stewardship and prayer, then emphasize the value of each employee and the leverage of a unified team. Steve Trice's sons, Jason and Cameron, now lead the family business. For some customers or recruits, that explicit identity will be a point of alignment; for others, simply a clear signal of what the owners intend the company to be.
By its 50th anniversary in July 2025, Jasco reported more than $275 million in cumulative charitable contributions and relationships with more than 175 charity partners. Earlier public commitments included $1 million for COVID-19 relief in 2020 and $500,000 for Ukraine relief in 2022. The giving program transforms an unremarkable purchase into a small allocation decision. A smart plug remains a smart plug, but the profit has another destination.
“We're one of Oklahoma's best-kept secrets, and we're trying to change that.”Jason Trice, CEO, at the 2022 distribution-center unveiling
Where Jasco goes after 50
The recent launches suggest expansion by adjacency rather than reinvention. Enbrighten Eternity Lights bring app-controlled, color-changing illumination to eaves and landscapes meant to stay installed year-round. JascoPro SmartCycle shifts connected lighting into wellness-oriented construction. Strauto, launched in 2025, moves the portfolio into automotive and travel accessories. Each is a new room, channel or journey for the same product-development system.
There are risks in this middle position. Commodity accessories face relentless price competition. Smart-home customers expect security, interoperability and software support long after checkout. Licensing creates trust but also dependence on relationships Jasco does not fully own. A catalog of thousands can become complexity disguised as choice. The company's answer is operational: keep the assortment useful, support multiple ecosystems, own more brands and make fulfillment a strength.
The useful lesson is not to chase Jasco into the extension-cord business. It is to notice where durable companies hide. They often sit between a famous brand and a mundane need, accumulating expertise that looks boring in isolation: a shallower switch housing, a better remote-code library, a cable that lies flat, a distribution center that ships four days sooner. None makes a grand keynote. Together, they wire a surprising amount of everyday life.