Fresh Water Systems

What Fresh Water Systems does

Fresh Water Systems is a U.S.-based, privately-held e-commerce retailer and authorized distributor of water filtration, treatment, pumping, and storage products, founded in 1989 and operating from Greenville, SC with a secondary office in Salt Lake City, UT. The company's core offering spans reverse osmosis, distillation, UV disinfection, carbon, and mechanical filtration systems, complemented by pumps (bilge, booster, diaphragm, permeate, peristaltic, rotary vane, submersible), storage tanks, replacement filters and cartridges, filter housings, fittings, valves, tubing, and faucets — sourced from more than 100 brands including Everpure, Grundfos, Pentair, 3M Aqua Pure, SHURflo, Watts, John Guest, and Viqua, alongside a proprietary neo™ private-label portfolio (neoPure, neoFit, neoShield, neoVas, neoCoat, neoFlo).

The company monetizes primarily through direct-to-consumer and small/mid-market commercial hardware sales on its Shopify-powered storefront freshwatersystems.com, with NetSuite as the ERP layer for orders, returns, and customer service. Pricing is unit-based with volume discounts of 4%–46% and free shipping on orders over $89; call-center inside sales handle commercial quotes and consultation. Customer segments are predominantly residential (homeowners addressing taste, odor, hard water, sediment, low pressure, and contaminant concerns), with secondary commercial and industrial buyers in food & beverage, coffee, ice, healthcare, and laboratory settings, plus niche Gardening/Hydroponics and RV/Marine use cases.

The marketing engine combines SEO and Google Search acquisition with a content marketing blog (the "Learning Center"), organic social across Facebook, YouTube, Instagram, and LinkedIn, and traditional phone/email customer engagement. There is no disclosed institutional funding, parent company, or acquisition history; strategic moves visible in the data are the in-house development of the neo™ brand family, the addition of the Salt Lake City distribution node, and ongoing expansion of the multi-brand authorized-distributor portfolio.

Name

Fresh Water Systems

Legal name

Fresh Water Systems

Website

https://freshwatersystems.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Fresh Water Systems is a US-based, privately-held e-commerce retailer and authorized distributor of water filtration, pumping, and storage products, serving residential and commercial buyers across its proprietary neo™ brand and 100+ third-party brands.

Ownership category

akta.pro rank

Product category

Water Filtration Equipment

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Pumps & Pumping Equipment (3561)

akta.pro primary industry

Water Heating & Treatment Appliance Retail (Water Heaters, Water Softeners, Filtration Systems) (CRACACAF)

akta.pro secondary industries

Replacement Filter Cartridges & Consumables (CRAJAJAH), Whole-House (Point-of-Entry) Water Treatment Systems (CRAJAJAE), Water Systems & Treatment (Pumps/Boilers/Water Heaters/Filtration) (IMAIABAK)

Keywords

• Water filtration systems
• Reverse osmosis systems
• Water treatment equipment
• Replacement filter cartridges
• Water storage tanks

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. E-commerce Product Sales: Direct online sales of water filtration systems, replacement filters, pumps, tanks, fittings, valves, tubing, and water treatment components to residential and commercial customers. Revenue generated through product transactions with free shipping on orders over $89.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Fresh Water Systems is a US-based online retailer that sells water filtration and treatment systems, replacement filters, pumps, storage tanks, fittings, and related plumbing components from over 100 leading brands, alongside its proprietary neo™ product line. The company serves both residential homeowners and commercial/industrial buyers through an e-commerce storefront with two US warehouses enabling fast nationwide fulfillment.

Product overview

Fresh Water Systems is a U.S.-based water filtration products retailer and distributor offering a comprehensive portfolio of water treatment solutions. The product portfolio centers on water filtration and treatment systems (including whole house filtration, reverse osmosis, water softeners, and UV disinfection), supplemented by a complete ecosystem of complementary components and accessories. The company's proprietary neo™ brand (encompassing neoPure, neoFit, neoShield, neoVas, neoCoat, and neoFlo sub-lines) provides an alternative to national brands across filtration media, fittings, protective coatings, vessels, and flow solutions. Core product categories include pumps (bilge, booster, diaphragm, permeate, peristaltic, rotary vane, and submersible), storage tanks (brine, bulk, media, RO, septic, and well water), replacement filters and cartridges, faucets and fixtures, filter housings, fittings and valves, and tubing. The company serves both residential and commercial/industrial customers with products ranging from point-of-use filters to high-capacity commercial RO systems.

Differentiator

Problem solved

Functional benefit

Brands

• neo™: Engineered by Fresh Water Systems' expert team to deliver reliable, high-performance filtration solutions. Includes sub-brands: neoPure™, neoFit™, neoShield™, neoVas™, neoCoat™, and neoFlo™.

Products and services

• Whole House Water Filtration Systems Point-of-entry filtration systems designed to treat all water entering a residential or light commercial property, addressing sediment, chlorine, and contaminants at the main supply line.
• Reverse Osmosis Systems Multi-stage RO drinking water systems that remove dissolved solids, contaminants, and impurities for under-sink or commercial point-of-use applications.
• UV Water Sterilization Systems Ultraviolet disinfection units used to neutralize microbiological contaminants in residential and commercial water supplies, typically installed as a final polishing stage.
• Water Distillation Systems Distillers that boil and condense water to remove minerals, contaminants, and impurities, supplying high-purity water for laboratories, healthcare, and residential use.
• Replacement Filter Cartridges Sediment, carbon, and specialty cartridges used to refresh and maintain existing filtration and RO systems across all major residential and commercial product lines.
• Water Softeners Ion-exchange softening systems that reduce hardness minerals to prevent scale buildup in plumbing and appliances.
• Water Pumps Booster, well, and transfer pumps used to move water through residential and commercial filtration and supply systems.
• Water Storage Tanks Pressurized and atmospheric tanks that store treated water for residential RO and commercial filtration applications.
• Fittings and Plumbing Accessories Tubing, valves, brackets, and connectors used to install and integrate water filtration and treatment equipment.
• neo™ Proprietary Water Treatment Products Fresh Water Systems' proprietary in-house product line of filtration and treatment solutions developed and branded under the neo™ label.

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

18 partnerships are on record, tiered core.

• EverpurecoreChannel Partner/ Reseller/ DistributorEverpure is a leading brand in water filtration systems for food service and residential applications. Fresh Water Systems serves as an authorized retailer and distributor of Everpure products including filter cartridges, systems, and accessories.
• GrundfoscoreChannel Partner/ Reseller/ DistributorGrundfos is a global leader in advanced pump solutions including booster pumps, submersible pumps, and circulation pumps. Fresh Water Systems distributes Grundfos products for residential and commercial water pressure and transfer applications.
• Pentair WatercoreChannel Partner/ Reseller/ DistributorPentair is a major manufacturer of water treatment and filtration products. Fresh Water Systems carries Pentair water softeners, filters, and related components.
• SHURflocoreChannel Partner/ Reseller/ DistributorSHURflo manufactures pumps for recreational vehicles, marine, and water filtration applications. Fresh Water Systems distributes SHURflo diaphragm pumps, RO booster pumps, and water boosting systems.
• AquateccoreChannel Partner/ Reseller/ DistributorAquatec is a manufacturer of water pressure booster pumps, permeate pumps, and demand delivery pumps. Fresh Water Systems is an authorized distributor of Aquatec products.
• Stenner PumpscoreChannel Partner/ Reseller/ DistributorStenner manufactures peristaltic metering pumps and chemical dosing systems. Fresh Water Systems distributes Stenner peristaltic pumps, pump tubes, and accessories.
• ProconcoreChannel Partner/ Reseller/ DistributorProcon produces rotary vane pumps and motors for beverage dispensing, carbonation, and industrial applications. Fresh Water Systems carries Procon rotary vane pumps and related components.
• Viqua / Trojan UVcoreChannel Partner/ Reseller/ DistributorViqua (formerly Trojan UV) manufactures ultraviolet water disinfection systems. Fresh Water Systems distributes UV disinfection systems and replacement lamps for residential and commercial water treatment.
• 3M Aqua PurecoreChannel Partner/ Reseller/ Distributor3M Aqua Pure offers water filtration products for residential and commercial applications. Fresh Water Systems distributes 3M Aqua Pure filter cartridges and filtration systems.
• Watts Water TechnologiescoreChannel Partner/ Reseller/ DistributorWatts is a leading manufacturer of water quality and water flow products including valves, regulators, and filtration systems. Fresh Water Systems carries Watts products including water softeners, RO systems, and plumbing components.
• John GuestcoreChannel Partner/ Reseller/ DistributorJohn Guest manufactures quick-connect fittings and tubing for water and fluid applications. Fresh Water Systems distributes John Guest push-to-connect fittings, tubing, and adapters.
• NorwescocoreChannel Partner/ Reseller/ DistributorNorwesco manufactures polyethylene tanks for water storage, septic, and agricultural applications. Fresh Water Systems distributes Norwesco water storage tanks and septic tanks.
• WellMatecoreChannel Partner/ Reseller/ DistributorWellMate produces composite water storage tanks and pressure tanks. Fresh Water Systems distributes WellMate storage and well tanks.
• OmnipurecoreChannel Partner/ Reseller/ DistributorOmnipure manufactures inline water filters and filtration cartridges. Fresh Water Systems carries Omnipure replacement filters and specialty filtration products.
• LinkTechcoreChannel Partner/ Reseller/ DistributorLinkTech manufactures quick-connect fittings and couplers for water filtration applications. Fresh Water Systems distributes LinkTech products.
• Culligan WatercoreChannel Partner/ Reseller/ DistributorCulligan is a major water treatment brand offering filtration systems and replacement cartridges. Fresh Water Systems distributes Culligan-compatible filters and related products.
• NetSuitecoreTechnology or IntegrationNetSuite provides cloud-based ERP and e-commerce infrastructure. Fresh Water Systems uses NetSuite for order management, customer service case handling, and return processing as evidenced by NetSuite-powered forms on their website.
• ShopifycoreTechnology or IntegrationShopify provides the e-commerce platform powering FreshWaterSystems.com. The website uses Shopify's shopping cart, checkout, and payment processing infrastructure.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• US Water Systems: US-based specialist water treatment retailer and distributor carrying a broad portfolio of filtration, softening, and commercial systems. Directly comparable assortment and customer profile to Fresh Water Systems.
• APEC Water Systems: Online-direct specialist retailer of residential and light-commercial reverse osmosis and filtration systems with a comparable e-commerce-led GTM and similar SKU mix. Closely overlaps Fresh Water Systems on under-sink RO and replacement membrane/cartridge offerings.
• iSpring Water Systems: E-commerce-first water filtration brand selling RO systems, whole-house filters, and replacement cartridges direct to US consumers. Highly comparable business model to Fresh Water Systems' residential self-serve storefront with private-label positioning.
• WaterFilters.net: E-commerce specialist focused on replacement water filters and cartridges across major brand platforms (everydrop, Whirlpool, GE, etc.). Competes with Fresh Water Systems specifically on consumables and replacement SKUs.
• ESP Water Products: Specialty online retailer of water filtration and purification systems, including RO, UV, and replacement filters. Competes head-to-head with Fresh Water Systems for technical residential and light-commercial buyers seeking curated filtration solutions.
• Pelican Water: Online and dealer-channel water treatment company selling whole-house filtration, softening, and RO systems direct to consumers. Overlaps with Fresh Water Systems on residential point-of-entry and point-of-use solutions.

Others

• Pentair: Global manufacturer of water treatment and filtration products and a current key supplier to Fresh Water Systems. Indirectly competes at the OEM level and represents both a partner dependency and a potential D2C threat.
• Culligan: Major water treatment brand operating a dealer network plus direct channels for filtration, softening, and bottled water. Functions as both a partner (Culligan-compatible filters distributed by Fresh Water Systems) and an adjacent competitor in residential water treatment.

Broad incumbents

• Amazon: Mass-market e-commerce marketplace listing water filtration systems, replacement cartridges, and pumps from multiple brands. Sets price-transparency baseline that pressures specialist retailers like Fresh Water Systems across the catalog.
• Home Depot: National big-box home improvement retailer carrying water filtration, softeners, and pumps. Represents a broad incumbent alternative channel that competes with Fresh Water Systems on commodity residential SKUs and brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/WaterClips
• Facebookfacebook.com/FreshWaterSystems
• LinkedInlinkedin.com/company/fresh-water-systems
• Instagraminstagram.com/freshwatersystems
• Xx.com/FWaterSys

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fresh Water Systems