Adam’s Specialty Products and its Brands
We don’t just make products, we solve problems!
In the Beginning
What started as a childhood hobby officially became Adam’s Specialty Products, LLC. on February 2nd, 1998. As a 19-year-old college student, our founder began building wooden reptile enclosures. The first generation of our enclosures was born in the basement of his apartment, where he built, sold, and shipped his handmade products under the name Cages By Design.
A shell of a website was launched, and a tiny black-and-white ad in a trade publication was just the beginning. Through the ups and downs, the business gained its footing. Four years later, upon graduation, we built a 3,000-square-foot commercial shop in Neenah, WI, and hired our first employee.
Growth Over 2 Decades
Over the years, Cages By Design evolved into Custom Cages and Custom Aquariums, eventually becoming the premier brands in the industry. We developed Serenity Aquarium and Aviary Services, which now manages over 2,000 service accounts in 40 states. We acquired Vision Products in 2017 and have expanded the product line. And in 2026, we acquired Waterland Tubs.
With our in-house research and design, sales, marketing, and manufacturing teams, the possibilities are endless!
Innovation Through Customer Feedback
All of our core brands are engineered in–house, and we’ve introduced several innovations, including the Friendly Feeder®, H2Overflow®, Stealth Box®, Seamless Sump®, Siphon Stopper®, and many others. To date, we have nearly 30 patents and over a dozen trademarks.
A relentless commitment to quality, standing behind our products, and constant innovation has allowed our company to flourish to over 100 employees and counting. Although we now have over 50,000 square feet of space, state-of-the-art equipment, and a team of expert staff, our principles remain the same—every unit is custom-fit for your needs and built one at a time by our expert craftsmen.
After over two decades of hard work, we are very proud to present this collection of products to everyone, and we look forward to being a part of your pet’s happy and healthy journey!
Our Motto
“We don’t just make products; we solve problems!”
Our Mission
We build the highest-quality products that last a lifetime while innovating products that solve the pet industry’s problems and maintaining a reliable end-to-end customer service experience.
Custom Cages Beginnings
Custom Cages (originally Cages By Design) developed all of our core brands: Hybrid Enclosures®, Majestic Enclosures®, Suncatcher Enclosures®, and Lifetime Aquariums®. Years of experimenting, listening to customer needs, and countless engineering hours also brought innovations like the Friendly Feeder®, H2Overflow®, Stealthbox®, Seamless Sump®, Siphon Stopper®, and many others.
A relentless commitment to quality, customer service, and constant innovation has allowed the company to flourish to over 50 employees and growing. Although we now have over 50,000sf of state-of-the-art equipment and a team of well-trained expert staff, the principles remain the same. Every unit is built one at a time by our proud and expert craftsman, custom-built for your needs.
In the News and on TV
We have sold units to every significant Zoo (including the San Diego Zoo, the Columbus Zoo, Bush Gardens, Sea World, and Six Flags Animal Kingdom), as well as many high-profile clients (including A-list actors/actresses, Hollywood producers, NFL/NHL/NBA/MLB athletes, prizefighting champions).
We were featured on ABC’s “Extreme Makeover: Home Edition” twice, MTV’s “Pimp My Ride,” Bravo’s “Queer Eye for the Straight Guy,” Fox’s “Renovate My Family,” the small business edition of Business Week, and a segment on MSNBC that touted our “Made in the USA” approach, to name a few.
In addition, we designed and set up the showroom for Jack Hanna at the Columbus Zoo, where he houses many of the animals you see on television regularly. We achieved all of these without paid endorsements. Instead, they all came to us for our one-of-a-kind, high-quality products.