Sustainable Supply

What Sustainable Supply does

Sustainable Supply is a B2B e-commerce distributor of commercial building products, founded in 2009 by Brian Fricano in Milwaukee, Wisconsin, and headquartered since 2013 in Broomfield, Colorado. The company operates a Shopify-based online storefront aggregating more than 1,000,000 SKUs across four core categories: restroom supplies, cleaning products, safety equipment, and plumbing. The catalog is fulfilled via a network of 50+ distribution centers and manufacturer partners, supporting same-day Quick Ship on in-stock items and nationwide delivery across the lower 48 US states, with carbon-neutral shipping offered at no incremental cost. Brand relationships span Bobrick, Bradley, ASI, Dyson, Xlerator, Zurn, Haws, Guardian, Rubbermaid, GOJO, Purell, Hadrian, and Scranton, among others, positioning Sustainable Supply as a broad-line reseller of green and conventional commercial restroom, janitorial, safety, and MRO supplies.

The go-to-market model is hybrid: self-serve e-commerce for individual and SMB orders, supplemented by an inside sales team and dedicated project managers handling large-quantity quotes (888.207.3005) with same-day response. Revenue is generated primarily through one-time product sales, with business accounts eligible for Net 30 payment terms and tax-exempt purchasing via a credit application workflow. Pricing spans unit pricing (from roughly $7.56 commodity SKUs to $1,400+ capital items such as baby changing stations), a Low Price Guarantee matching identical in-stock competitor offers, and quote-based project pricing. The company reports 200,000+ customers and 20,000+ reviews averaging 4.8 stars, and has earned five consecutive years on the Inc. 5000 and seven consecutive years on Internet Retailer's Top 1,000, alongside a 2022 Colorado Companies to Watch Award.

Sustainable Supply is organized as a private LLC with no disclosed institutional investment, parent company, funding rounds, or M&A activity. The business is founder-controlled, with Brian Fricano as CEO, and employs 11–50 industry specialists across restroom, eyewash, motors, and supply chain distribution. The technology stack is a standard Shopify storefront rather than a proprietary platform, and the company carries no patents, certifications, or regulatory licenses. The expansion strategy is organic, weighted toward catalog breadth, content-driven SEO (buyer guides and green-restroom resources), multi-channel marketing (web, phone, email, social), and progressive commercial packaging aimed at government, institutional, and enterprise buyers.

Name

Sustainable Supply

Legal name

Sustainable Supply LLC

Website

https://sustainablesupply.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Sustainable Supply is a B2B e-commerce distributor founded in 2009 and headquartered in Broomfield, Colorado, selling over 1,000,000 commercial restroom, cleaning, safety, and plumbing products from brands like Bobrick, Bradley, and Dyson to 200,000+ business, government, education, contractor, and small business customers across the continental United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Broomfield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: One-time product sales through e-commerce platform with individual and bulk pricing. Products include restroom supplies, cleaning supplies, safety equipment, plumbing, and MRO items from multiple manufacturers.
2. Commercial Account Terms: Net 30 payment terms and tax-exempt purchasing available for business accounts through credit application process.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Sustainable Supply is a B2B e-commerce platform that distributes over 1,000,000 commercial products across four core categories: restroom supplies, cleaning supplies, safety equipment, and plumbing supplies. The company aggregates products from major manufacturers (Bobrick, Bradley, ASI, Dyson, Xlerator, Zurn, GOJO, Purell, Rubbermaid) and fulfills orders from more than 50 distribution centers across the continental United States.

Product overview

Sustainable Supply is a B2B e-commerce platform distributing over 1,000,000 commercial restroom, cleaning, safety, plumbing, and maintenance products. The company operates as a single unified e-commerce offering with services including Quick Ship (same-business-day shipping), Large Quantity Quotes (dedicated project managers for bulk orders), Carbon Neutral Shipping (emissions offset at no cost), Low Price Guarantee, and Net 30 payment terms. The product portfolio centers on four core categories: Restroom Supplies (soap dispensers, paper towel dispensers, toilet tissue dispensers, grab bars, hand dryers, toilet partitions, baby changers from Koala Kare, and portable restrooms from PolyJohn and Satellite), Cleaning Supplies (green cleaning chemicals, mops, equipment, and janitorial carts), Safety Supplies (eyewash stations and safety showers from Guardian and Haws, fire protection, respiratory PPE), and Plumbing Supplies (drinking fountains, faucets, flush valves from Zurn, and Bradley washfountains). The company carries major brands including Bobrick, Bradley, ASI, VISTA, Dyson, Xlerator, GOJO, Purell, Rubbermaid, Hadrian, and Scranton, shipping from over 50 distribution centers nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Restroom Supplies Commercial restroom products including baby changing stations, paper towel dispensers, toilet tissue dispensers, flush valves, grab bars, hand dryers, restroom mirrors, signs, soap dispensers, toilet partitions, portable restrooms, waste receptacles, and matte black washroom accessories. Sourced from brands such as Bobrick, Bradley, Koala Kare, ASI, and VISTA.
• Cleaning Supplies Green cleaning chemicals, janitorial supplies, brooms, brushes, buckets, pails, cleaning carts, mops, wringers, floor signs, odor control products, recycled paper products, personal hygiene dispensers, rags, towels, wipes, trash bags, vacuums, and commercial skin care products from brands including GOJO, Purell, Clorox, Lysol, Kimberly-Clark, and Rubbermaid.
• Safety Supplies Industrial and workplace safety equipment including eyewash stations, safety showers, face protection shields, fire protection equipment, safety matting, respiratory protection PPE, safety cabinets, safety cans, and spill control supplies from brands such as Guardian, Haws, and Justrite.
• Plumbing Supplies
• Quick Ship Program Priority shipping service offering same-business-day shipment for in-stock products across major brands including Bobrick, Bradley, Guardian, and Haws. Identified on the website with a Quick Ship badge on eligible items.
• Large Quantity Quote Service Dedicated project management service providing customized product solutions and quotes for large quantity orders on commercial projects. Includes same-day response on quote requests and access to the in-house sales team via 888.207.3005 ext. 1.
• Net 30 Business Account Terms Business account financing program offering Net 30 payment terms and tax-exempt purchasing options for eligible organizations. Requires credit application process and approval.
• Low Price Guarantee Price matching program for identical in-stock products from competitors, requiring same brand, model, new condition, and availability on commercial websites.
• Carbon Neutral Shipping Environmental service that offsets transportation emissions for all customer deliveries at no additional cost, combined with carbon offsets for company facilities.

Quantifiable outcome

• 200,000+ Happy Customers
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor.

• ASI (American Specialties)minorOthersMajor brand partner offering commercial washroom products. Sustainable Supply is identified as the #1 source for ASI products.
• BobrickminorOthersLeading manufacturer of commercial restroom products including soap dispensers, paper towel dispensers, toilet seat cover dispensers, and grab bars sold through Sustainable Supply.
• BradleyminorOthersSustainable Supply is your #1 source for Bradley - the industry-leading manufacturer of commercial restroom, plumbing, and safety products. Products include washfountains, eyewash stations, soap dispensers, and toilet partitions.
• Satellite Portable RestroomsminorOthersPortable restroom manufacturer with products sold through Sustainable Supply including Satellite Global, Axxis, and Liberty models.
• PolyJohnminorOthersPortable restroom and hand washing station manufacturer with products sold through Sustainable Supply including PSW3-1000 Non-Heated Portable Sink.
• XleratorminorOthersHigh-efficiency hand dryer manufacturer with products sold through Sustainable Supply including XL-BW, XL-SB-ECO, and ThinAir models.
• DysonminorOthersPremium hand dryer manufacturer including Dyson Airblade V (AB12) and other commercial hand dryers sold through Sustainable Supply.
• ZurnminorOthersPlumbing and flush valve manufacturer with products including ZERK-CPM automatic flush valve retrofit kits sold through Sustainable Supply.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Grainger: Grainger is the largest US MRO and commercial supply distributor, serving B2B customers with a broad catalog of safety, plumbing, cleaning, and facility maintenance products through both e-commerce and inside sales. Highly comparable given overlapping customer base (contractors, facility managers, government, education) and similar product breadth.
• Fastenal: Fastenal distributes industrial and commercial supplies including fasteners, safety products, and janitorial/MRO items through a hybrid of onsite vending, branch network, and e-commerce. Comparable in B2B distribution model, safety/cleaning overlap, and blended self-serve plus relationship selling.
• HD Supply / White Cap: HD Supply (now White Cap) is a leading distributor of maintenance, repair, and operations products for commercial and residential construction, with deep plumbing, restroom, and safety categories. Highly comparable product mix and customer base in commercial facilities procurement.
• MSC Industrial: MSC Industrial is a large direct marketer and distributor of metalworking, MRO, and safety supplies to B2B customers via catalogs, e-commerce, and field sales. Comparable in B2B distribution model, safety/MRO overlap, and inside-sales-driven growth motion.
• Ferguson: Ferguson is the largest US distributor of plumbing, HVAC, and waterworks supplies serving contractors and commercial customers. Highly comparable in plumbing and restroom product lines, B2B contractor customer base, and project-quote-driven sales motion.
• Winsupply: Winsupply is a wholesale distributor of plumbing, HVAC, and building supplies to contractors and trade customers. Comparable in plumbing/restroom product overlap and contractor-focused B2B distribution model.
• Global Industrial: Global Industrial is a direct marketer of industrial and commercial equipment, material handling, and janitorial/MRO supplies through catalogs and e-commerce. Comparable in e-commerce-led B2B distribution of cleaning, safety, and facility maintenance products.
• Zoro: Zoro (a Grainger subsidiary) is an e-commerce-focused distributor of MRO, tools, and commercial supplies to SMB and mid-market B2B buyers. Comparable in online-first B2B distribution, broad SKU catalog, and competitive pricing focus.

Broad incumbents

• Amazon Business: Amazon Business is the B2B procurement arm of Amazon offering millions of SKUs across janitorial, safety, plumbing-adjacent, and facility products with business pricing, Net 30 terms, and approval workflows. Comparable in commercial cleaning and MRO supply, though broader in scope and far larger in scale.
• Rexel: Rexel is a global distributor of electrical, plumbing, and energy-management products serving commercial and industrial customers. Comparable as a broad-line B2B building-products distributor with overlapping plumbing and facility product categories.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SustainableSply
• YouTubeyoutube.com/channel/UC_Kap4CgwLa2ZWoitW1ydtg
• Facebookfacebook.com/sustainablesupply
• LinkedInlinkedin.com/company/sustainable-supply-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sustainable Supply