Urell
URELL, Inc. is a third-generation, family-owned manufacturer's representative founded in 1949, representing 25+ plumbing, heating, HVAC, PVF, and kitchen/bath manufacturers across New England and Upstate New York via wholesale distribution to contractors, builders, and specifiers.
- Company typePrivate
- Founded1949
- HeadquartersWatertown, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Urell does
URELL, Inc. is a third-generation, family-owned manufacturer's representative founded in 1949 by Tom and Rose Marie Urell in Newton, Massachusetts, now headquartered in a 75,000 sq. ft. facility at 86 Coolidge Avenue, Watertown, MA. The company acts as the regional sales and marketing arm for 25+ manufacturers of plumbing, heating, HVAC, PVF (pipes, valves, fittings), and kitchen/bath products, operating exclusively across New England and Upstate New York. Its represented portfolio includes water heaters (AO Smith, American, State, Takagi USA), pumps (Grundfos, Zoeller, ZEP), piping systems (Uponor, ASC Engineered Solutions, Elkhart), fixtures (American Standard, Grohe, DXV, Aquatic), disposers (AS Platinum), and HVAC (Hisense, Delta Cooling Towers). URELL employs a combined inside and outside sales team, offers product education, certification classes, counter days, and trade shows from its on-site training center, and channels product exclusively through wholesale distribution to contractors, builders, engineers, and architects across both residential and commercial segments.
The business model is commission-based: URELL earns revenue on sales of the manufacturer products it represents, routed through wholesale distributors to end-user contractors and specifiers. There is no disclosed proprietary technology, no public pricing, and no direct-to-consumer channel; the company competes on regional coverage, manufacturer relationships, and service intensity (training, certification, trade show execution). URELL is a member of the U.S. Green Building Council and emphasizes LEED-eligible product lines, indicating a positioning emphasis on sustainability-spec projects within its commercial segment. Ownership remains entirely within the founding family, with no disclosed institutional investors, parent company, or M&A activity. URELL does not develop technology platforms — its competitive position is built on distribution rights, channel relationships, and a 75+ year operating history.
Urell firmographics
Firmographics- Name
- Urell
- Legal name
- URELL, Inc.
- Website
- https://urell.com
- Company type
- Private
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- URELL, Inc. is a third-generation, family-owned manufacturer's representative founded in 1949, representing 25+ plumbing, heating, HVAC, PVF, and kitchen/bath manufacturers across New England and Upstate New York via wholesale distribution to contractors, builders, and specifiers.
- Ownership category
- akta.pro rank
Where Urell is headquartered
LocationHeadquarters
- HQ city
- Watertown
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Urell business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Manufacturer's Representative / Sales Commission: URELL operates as a manufacturer's representative earning commissions on sales of plumbing and heating products. They represent manufacturers and work through wholesale distribution channels to reach contractors, builders, and other industry professionals.
Go-to-market motion3 records
Distribution channels2 records
Marketing channels6 records
Urell product offering
Product offeringCore offering
Urell operates as a manufacturer's representative, representing 26+ manufacturers of plumbing, heating, PVF (Pipe, Valve, Fitting), kitchen & bath, and HVAC products across New England and Upstate New York. The firm earns sales commissions by driving demand, providing product education and certification training, and supporting wholesale distribution partners and contractors in the territory. Urell is not a product manufacturer; it functions as the regional sales, marketing, and demand-creation arm for the brands it represents.
Product overview
Urell is a manufacturer's representative company serving the Plumbing and Heating markets of New England and Upstate New York. They represent 26+ manufacturers offering products across five categories: Heating (storage tanks, circulators, radiant systems, air eliminators), Plumbing (water heaters, pumps, drains, fittings, food waste disposers), PVF (pipes, valves, fittings, supports), Kitchen & Bath (fixtures, faucets, whirlpool tubs), and HVAC (cooling towers, heat pumps). The portfolio includes water heating solutions from American Water Heaters, State Water Heaters, AO Smith, and Takagi USA; drainage and pump systems from Zoeller and Zoeller Engineered; PEX piping systems from Uponor; balancing valves from Circuit Solver; and premium fixtures from Grohe, American Standard, and DXV. Urell provides sales, marketing, product education, and training services to support wholesale distribution partners and contractors.
Differentiator
Problem solved
Functional benefit
Products and services
- Manufacturer's Representative Services (Heating, Plumbing, PVF, Kitchen & Bath, HVAC)
Companies that use Urell
Customer profileSegments5 records
Ideal customer profiles3 records
Urell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Urell partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core and minor.
- American Standard (Lixil)coreURELL represents American Standard Brands, a leading North American plumbing and building products brand offering high performing fixtures, stylish faucets and sinks, plus whirlpool tubs and wellness products. American Standard has been in business for over 150 years.
- American Standard Disposers (AS Platinum)coreURELL represents AS Platinum Food Waste Disposers offering sizes ranging from 1/3 HP to 1 ¼ HP with stainless steel grinding components and 5-12 year warranties.
- American Water HeaterscoreURELL represents American Water Heaters, a leading manufacturer with facilities in Johnson City, TN offering residential and commercial water heaters including the Polaris High Efficiency gas heater.
- State Water HeaterscoreURELL represents State Water Heaters, a leading manufacturer with operations in Ashland City, Tennessee and seven manufacturing plants. Offers over 500 water heater products with up to 96% thermal efficiency.
- GrundfoscoreURELL represents Grundfos, a global leader in advanced pump solutions and water technology headquartered in Bjerringbro, Denmark. US offices in Fresno CA, Brookshire TX, Olathe KS, Chicago IL, and Allentown PA.
- Uponor (formerly Wirsbo)coreURELL represents Uponor, which enriches people's lives through intelligent water systems. Recently opened $5.5 million, 25,000 sq. ft. expansion to Hutchinson, Minn. facility to increase PEX-a pipe extrusion production capacity by 10%.
- ZoellercoreURELL represents Zoeller, an American manufacturer headquartered in Louisville, Kentucky in its fourth generation of family ownership. Zoeller manufactures residential and commercial pumps with 100% factory testing and 95% US-made products.
- ZEP. Zoeller EngineeredcoreURELL represents ZEP. Zoeller Engineered Products, designing and manufacturing complete customized pump systems for commercial and municipal water industry, headquartered in Louisville, KY.
- GranbycoreURELL represents Granby Industries, a market leader since 1954 in North American market for durable storage tanks and quality home heating equipment. Offers tanks from 125 gal to 1,000 gal.
- Elkhart Products Corporation (EPC)coreURELL represents Elkhart Products Corporation, part of Aalberts Industries N.V. and one of the world's largest manufacturers of wrot copper fittings, headquartered in Elkhart, IN with facilities in Geneva, IN and Fayetteville, AR.
- ASC Engineered SolutionscoreURELL represents ASC Engineered Solutions, formed in 2019 from merger of Anvil International and Smith-Cooper International. In 2024, ASC acquired Ward Manufacturing which URELL has represented for more than 75 years. Offers precision-engineered pipes, valves, fittings and supports.
- Circuit SolvercoreURELL represents Circuit Solver, a thermostatic self-actuating balancing valve for domestic hot water recirculation systems. Headquartered in Warminster, PA with all products Made in America.
- Delta Cooling TowersminorURELL represents Delta Cooling Towers for HVAC product category.
- GrohecoreURELL represents GROHE, a leading global brand for comprehensive bathroom solutions and kitchen fittings.
- Green DrainminorURELL represents Green Drain, providing waterless trap seal protection solutions that prevent drain odors, sewer gases, and pest infiltration.
- Hisense HVACminorURELL represents Hisense HVAC products in the HVAC category.
- AO SmithcoreURELL represents AO Smith water heaters and heating products.
- AquaticminorURELL represents Aquatic bath and kitchen products.
- Takagi USAminorURELL represents Takagi USA tankless water heaters.
- SentinelminorURELL represents Sentinel heating products.
- SpirothermminorURELL represents Spirotherm heating products.
- DXVminorURELL represents DXV luxury bathroom products.
- Fiat ProductsminorURELL represents Fiat Products bathroom accessories.
- Lucas MilhauptminorURELL represents Lucas Milhaupt plumbing products.
- Con-Stab/ContinentalminorURELL represents Con-Stab/Continental heating products.
- Oil YellerminorURELL represents Oil Yeller heating products.
Scale indicators4 records
Recent moves7 records
Expansion highlights4 records
Urell competitors and assessment
Company assessmentDirect peers
- F.W. Webb Company: Family-owned plumbing, HVAC, and industrial products distributor headquartered in Massachusetts and concentrated across the Northeast. Most directly comparable geographically and by product category, serving the same New England contractor and wholesaler ecosystem as URELL, though Webb takes title to goods rather than operating on commission.
Broad incumbents
- Ferguson Enterprises: Largest US distributor of plumbing, HVAC, waterworks, and industrial products, publicly listed on the NYSE. Overlaps with URELL's portfolio categories (water heaters, pumps, PVF, kitchen/bath) and contractor/wholesaler channel, but operates at vastly larger national scale as a stock-and-sell distributor.
- Winsupply: Large US-owned wholesale distributor cooperative serving plumbing, HVAC, industrial, and waterworks markets through company-owned and local-ownership locations nationwide. Comparable channel partner for plumbing/heating manufacturers, serving similar contractor and builder end customers as URELL but at national scale via ownership group.
- Hajoca Corporation: One of the largest privately-held US plumbing, heating, and cooling distributors with hundreds of locations nationwide. Comparable because it serves the same contractor and wholesaler channel for the same product categories (water heaters, pumps, fixtures, PVF), but at national scale and as a full-line distributor rather than a manufacturer's rep.
Regional players
- Apex Supply Company: Family-owned plumbing, hydronics, and HVAC distributor serving the Pacific Northwest. Overlaps with URELL on hydronics/plumbing product categories and contractor/wholesaler channel mechanics, but is regional to the West Coast rather than the Northeast.
- Morrison Supply Company: Family-owned plumbing, HVAC, and industrial supplies distributor concentrated in the South/Southwest US. Comparable channel structure and product portfolio with URELL (water heaters, fixtures, pumps, PVF), but operates a different regional footprint without direct Northeast overlap.
- Plumb Supply Company: Family-owned plumbing and HVAC distributor concentrated in the Midwest US. Operates in the same product categories and contractor/wholesaler channel as URELL, but serves a different geographic territory, making it a structural comparable rather than a direct competitor.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Urell social profiles
Digital presenceUrell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Urell leadership team
Management profileNumber of profiles
Urell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Urell M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Urell
What does Urell do?
Urell operates as a manufacturer's representative, representing 26+ manufacturers of plumbing, heating, PVF (Pipe, Valve, Fitting), kitchen & bath, and HVAC products across New England and Upstate New York. The firm earns sales commissions by driving demand, providing product education and certification training, and supporting wholesale distribution partners and contractors in the territory. Urell is not a product manufacturer; it functions as the regional sales, marketing, and demand-creation arm for the brands it represents.
Is Urell a public or private company?
Urell is a private company. It is classified as family owned and is currently operating.
When was Urell founded?
Urell was founded in 1949. It employs 51 to 100 people.
Where is Urell based?
Urell is headquartered in Watertown, United States, in the North America region.
How does Urell make money?
One revenue line is on record: manufacturer's Representative / Sales Commission.
Who are Urell's main competitors?
F.W. Webb Company is listed as a direct peer. Broad incumbents are Ferguson Enterprises, Winsupply and Hajoca Corporation. Regional players are Apex Supply Company, Morrison Supply Company and Plumb Supply Company.
Does Urell have an API?
No public API is recorded for Urell.