Fluidmaster
Fluidmaster is a privately held manufacturer of toilet repair products — fill valves, flappers, flush valves, and repair kits — serving DIY homeowners, professional plumbers, and major retail partners globally since 1957.
- Company typePrivate
- Founded1957
- HeadquartersSan Juan Capistrano, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Fluidmaster does
Fluidmaster is a privately held manufacturer of toilet repair and replacement components, founded in 1957 and headquartered in San Juan Capistrano, California. The company's core product portfolio includes fill valves, flappers, flush valves, and complete repair kits designed for residential and light-commercial toilet systems. The brand portfolio has expanded beyond replacement parts to include PRO Series professional-grade products targeting licensed plumbers and contractors, Soft Spa bidet attachments, and the Flush 'n Sparkle in-tank cleaning system.
The company sells through a multi-channel distribution model: large hardware retail co-operatives (Do it Best, True Value — both past Vendor of the Year recipients) for the DIY homeowner segment, and the PRO Series program for the professional plumber and contractor segment. Internationally, Fluidmaster operates through regional distribution partnerships in Europe (Schwab, WISA, LIV) and now owns Haron International Pty Ltd in Australia following a November 2024 acquisition. Revenue is generated through unit sales of consumable and replacement plumbing components, with recurring replacement demand driven by the installed base of toilets requiring periodic maintenance.
Operationally, Fluidmaster invested in November 2025 in a Creatio-based CRM platform with agentic AI capabilities to support customer engagement across its expanded international footprint. The company maintains 1001-5000 employees globally and remains privately held with no disclosed financial statements.
Fluidmaster firmographics
Firmographics- Name
- Fluidmaster
- Legal name
- Fluidmaster, Inc.
- Website
- https://fluidmaster.com
- Company type
- Private
- Founded year
- 1957
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Fluidmaster is a privately held manufacturer of toilet repair products — fill valves, flappers, flush valves, and repair kits — serving DIY homeowners, professional plumbers, and major retail partners globally since 1957.
- Ownership category
- akta.pro rank
Fluidmaster industry classification
Industry- Product category
- Toilet Repair Parts
- NAICS
- Fluid Power Valve and Hose Fitting Manufacturing (332912), Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (42372), Plastics Pipe and Pipe Fitting Manufacturing (326122)
- SIC
- Gaskets, Packg & Sealg Devices & Rubber & Plastics Hose (3050), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Plumbing Parts & Supplies Retail (Pipes, Valves, Fittings) (CRAIADAD)
- akta.pro secondary industry
- Hoses, Tubing & Fittings (Hydraulic/Pneumatic Lines & Connectors) (IMAHAGAH)
Keywords
Where Fluidmaster is headquartered
LocationHeadquarters
- HQ city
- San Juan Capistrano
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Fluidmaster business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Toilet Repair Parts: Core revenue stream from manufacturing and selling toilet tank components including fill valves, flappers, flush valves, repair kits, tank levers, water supply lines, and toilet seals
- Toilet Cleaning Systems: Flush 'n Sparkle automatic toilet cleaning system with cartridge-based refills sold as starter kits and replacement cartridges
- Soft Spa Bidet Products: Electronic bidet toilet seats and related accessories for bathroom upgrade market
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Flush 'n Sparkle Starter Kit - Bleach/Blue |
| Unit Pricing | Pay-as-you-go | Flush 'n Sparkle Starter Kit - Bleach |
| Unit Pricing | Pay-as-you-go | Flush 'n Sparkle Starter Kit - Blue |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels7 records
Fluidmaster product offering
Product offeringCore offering
Fluidmaster manufactures and sells toilet tank components and repair parts, including fill valves, flappers, flush valves, repair kits, tank levers, water supply lines, toilet seals, and toilet bowl cleaners. The company serves DIY homeowners through retail and e-commerce channels and professional plumbers and contractors through its PRO Series sub-brand and dedicated distributor network, with operations spanning North America, the UK, Australia, Mexico, Latin America, Turkey, and continental Europe.
Product overview
Fluidmaster is a manufacturer of toilet tank components and repair parts, operating as a single-product focused company rather than a platform-plus-modules architecture. The core product line consists of essential toilet repair components including fill valves, flappers, flush valves, repair kits, tank levers, water supply lines, toilet seals, and various repair parts. These products are sold both directly to consumers and through professional distribution channels via the PRO Series sub-brand targeting plumbers. Adjacent offerings include the Soft Spa electronic bidet seat and the Flush 'n Sparkle automatic toilet cleaning system, which extend the portfolio into bathroom maintenance accessories. The company maintains operations across multiple international markets including the United States, Canada, United Kingdom, Australia, Latin America, Mexico, and Europe.
Differentiator
Problem solved
Functional benefit
Brands
- PRO Series: Professional-grade toilet repair products and solutions for plumbing professionals.
- Soft Spa
- Flush 'n Sparkle
Products and services
- Toilet Fill Valves Toilet fill valves controlling the refill of the toilet tank after flushing. Designed for DIY homeowners and professional plumbers with universal-fit, durable construction.
- Toilet Flappers Main seal components that hold water in the toilet tank. Universal-fit flappers marketed to both DIY consumers and plumbing professionals.
- Toilet Flush Valves Flush valve components that ensure a steady exit of water from the toilet tank during flushing. Sold to DIY homeowners and professionals.
- Toilet Repair Kits All-in-one toilet repair kits for replacing multiple parts at once. Sold to DIY homeowners seeking comprehensive repair solutions.
- Toilet Tank Levers Toilet tank levers with universal fit available in many styles. Sold to DIY homeowners and plumbing professionals.
- Water Supply Lines Water supply connectors providing higher flow capacity to household appliances and toilets. Sold via retail and e-commerce.
- Wax & Wax-Free Toilet Seals 3-inch and 4-inch floor outlet toilet bowl seals for installation. Sold to DIY installers and plumbers.
- Toilet Repair Parts Wide range of toilet repair parts including supply nuts and toilet bowl caps. Sold as replacement components for plumbing repairs.
- Toilet Bowl Cleaners Environmentally friendly toilet bowl cleaners formulated to clean without harming toilet tank parts. Sold direct to consumers.
- ClickFit Access Panels Access panels providing easy access to in-wall plumbing and electrical. Sold to contractors, plumbers, and DIY homeowners.
- Flush 'n Sparkle Automatic Toilet Cleaning System Bleach-powered automatic toilet bowl cleaning system with cartridge-based refills (bleach and blue variants) that delivers cleaning solution to the bowl without touching tank parts. Safe for septic tanks. Sold to DIY homeowners.
- Soft Spa Electronic Bidet Seat Electronic bidet seat attachment for toilets. Sold direct to consumers seeking bathroom upgrade products.
- PRO Series Professional-grade line of toilet repair products designed for licensed plumbers and contractors, with dedicated distributor network, professional warranty, and trade-specific catalog.
Quantifiable outcome
- Automatic cleaning for up to 3 months per cartridge
- +1 more outcomes
Companies that use Fluidmaster
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Fluidmaster technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Fluidmaster partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Haron International Pty LtdcoreFluidmaster acquired Haron International Pty Ltd in Australia on November 7, 2024. The acquisition aims to expand Fluidmaster's market presence and product range in Australia, building on Haron International's established distribution of Fluidmaster products and leadership in plumbing and hardware industries. Haron International had been an existing distributor of Fluidmaster products before the acquisition.
- SchwabcoreGerman-based sanitary wholesale partner for Fluidmaster products in the European market, operating under the Schwab brand in Germany
- WISAcoreNetherlands/Belgium-based sanitary distribution partner for Fluidmaster products in the European market
- LIVcoreSlovenia-based sanitary distribution partner for Fluidmaster products in the European market
- CreatiocoreFluidmaster selected Creatio's no-code, AI-native CRM platform to support global expansion into European markets and enhance customer engagement. The deployment aims to improve internal efficiencies, sales, and unify customer interactions across regions utilizing Creatio's agentic capabilities.
- WebrixsminorCreatio partner implementing the CRM platform deployment for Fluidmaster, reflecting broader trend of enterprise adoption of agentic automation platforms
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Fluidmaster competitors and assessment
Company assessmentDirect peers
- Korky: Korky (by Lavelle Industries) is the only other leading global brand specifically cited alongside Fluidmaster in toilet fill valves and tank repair parts. Direct overlap in fill valves, flappers, and repair kits for both DIY and professional channels.
- Danco: Danco manufactures toilet and faucet repair parts including fill valves, flappers, and repair kits, competing with Fluidmaster in the DIY plumbing repair parts category across major US retail channels.
- Fernco: Fernco specializes in plumbing seals, couplings, and connectors. Comparable to Fluidmaster's wax and wax-free toilet seals and water supply connector product lines in plumbing repair parts manufacturing.
Broad incumbents
- Oatey: Oatey is a broad plumbing products manufacturer covering repair parts, installation supplies, and drainage components. Overlaps with Fluidmaster in toilet seals, supply lines, and repair accessories for both consumer and professional plumbing channels.
- Sloan: Sloan is a major manufacturer of commercial flush valves and plumbing systems. Overlaps with Fluidmaster's flush valve line but skews toward commercial/industrial specification rather than residential repair parts.
- Zurn Industries: Zurn manufactures commercial plumbing fixtures including flush valves, faucets, and water control systems. Comparable to Fluidmaster in valve and fluid control technology, though primarily spec-driven commercial business.
- American Standard Brands: American Standard manufactures complete toilets and bathroom fixtures, overlapping with Fluidmaster's PRO Series professional installer channel and providing adjacent competition for replacement-parts customer relationships.
- Moen: Moen is a leading US faucet and plumbing brand with broad retail and professional distribution. Comparable go-to-market and retail partnerships with Do it Best and True Value, though primarily faucet-focused rather than toilet repair.
- TOTO: TOTO manufactures complete toilets including bidet seats (Washlet), competing directly with Fluidmaster's Soft Spa bidet line and adjacent to its toilet repair parts business in premium bathroom channels.
Regional players
- Thetford: Thetford manufactures sanitation and plumbing products primarily for RV and marine markets with similar toilet repair and seal technologies. Comparable engineering base to Fluidmaster but different end-market focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fluidmaster social profiles
Digital presenceFluidmaster financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fluidmaster leadership team
Management profileNumber of profiles
Profiles1 record
Fluidmaster subsidiaries and ownership
Company hierarchySubsidiaries1 record
Fluidmaster funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fluidmaster M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fluidmaster
What does Fluidmaster do?
Fluidmaster manufactures and sells toilet tank components and repair parts, including fill valves, flappers, flush valves, repair kits, tank levers, water supply lines, toilet seals, and toilet bowl cleaners. The company serves DIY homeowners through retail and e-commerce channels and professional plumbers and contractors through its PRO Series sub-brand and dedicated distributor network, with operations spanning North America, the UK, Australia, Mexico, Latin America, Turkey, and continental Europe.
Is Fluidmaster a public or private company?
Fluidmaster is a private company. It is classified as unknown and is currently operating.
When was Fluidmaster founded?
Fluidmaster was founded in 1957. It employs 1,001 to 5,000 people.
Where is Fluidmaster based?
Fluidmaster is headquartered in San Juan Capistrano, United States, in the North America region.
How does Fluidmaster make money?
Three revenue lines are on record. Toilet Repair Parts are the primary driver. The others are toilet Cleaning Systems and soft Spa Bidet Products.
Who are Fluidmaster's main competitors?
Direct peers on record are Korky, Danco and Fernco. Broad incumbents are Oatey, Sloan, Zurn Industries, American Standard Brands, Moen and TOTO. Thetford is listed as a regional player.
Does Fluidmaster have an API?
No public API is recorded for Fluidmaster.
What industry is Fluidmaster in?
Fluidmaster's product category is Toilet Repair Parts. Its primary akta.pro industry code is CRAIADAD, Plumbing Parts & Supplies Retail (Pipes, Valves, Fittings), with a secondary code of IMAHAGAH, Hoses, Tubing & Fittings (Hydraulic/Pneumatic Lines & Connectors). Its NAICS code is 332912 and its SIC code is 3050.