Our Company History

Company Background and History

AMS Holding, LLC (AMS) was founded in 1984. Since its inception, AMS has grown from a marketing services company that helped other direct marketers maximize the value of their customer database to an organization with hundreds of thousands of customers of its own, over 370 employees and a facility with 104,000 square feet of office and warehouse space. Today, AMS has evolved into a multichannel direct marketer of high-value collectible coins and proprietary branded jewelry and watches.

Early Products and Client Expansion

AMS signed a contract with its first business client in 1985 and began developing "completion offers" — products that would complete a set, of which a product the customer had previously purchased was a part. AMS had early success with its initial programs and quickly began to develop, source and market additional products to the client’s customers.

Restructuring the Company

Without a customer base of its own, AMS recognized it was highly dependent upon its clients. In 2002, a major change to its business strategy was made by abandoning the client services model and focusing on using marketing expertise to acquire its own retail customers. Additionally in 2002, First Federal, LLC was launched to sell general consumer goods through catalogs and other direct channels.

Expansion and Diversification

Between 2002 and today, AMS has refined its brands and merchandising strategies. Over this period the coin product line expanded and diversified to also include jewelry, watches, women’s apparel, home accessories and other product categories under the First Federal, Nextten and Stauer brands. After testing several categories, the focus was narrowed to coins, watches and jewelry due to growth opportunities, similar demographics and the purchasing characteristics of the product lines.

In 2008 AMS acquired the sole ownership of the coin customers of TV retailer Shop at Home, doubling our list of active coin buyers.

In 2010 AMS acquired the New York Mint (our largest direct competitor) and merged that company with the AMS coin division.

Today, AMS continues to be an industry leader in the distribution of collectible coins through GovMint.com, direct mail and Outbound Sales. AMS was named one of just two official U.S. distributors for the Beijing 2008 Olympic Games. AMS has also been designated as an official distributor of London 2012 Olympic Games commemorative coins.