MORSCO

What MORSCO does

Reece, LTD, doing business as Reece in the United States and historically associated with the MORSCO brand prior to its acquisition by Reece Group, operates as a trade-focused distributor of plumbing, HVAC-R, refrigeration, bath and kitchen, and waterworks products. The company is organized into five trade divisions — Plumbing, HVAC, Refrigeration (operated under the Barsco sub-brand), Bath + Kitchen, and Waterworks (via Fortiline) — serving plumbers, HVAC-R technicians, refrigeration professionals, and bath/kitchen design professionals through hundreds of physical retail locations across the United States. Sub-brands carried or featured include Conex Banninger (>B< Press), Kaden (10-year warranty), and Karlson.

The company's core technology is the maX digital platform, available via web and native iOS/Android mobile apps. maX enables trade customers to view personalized pricing, place orders online, track purchases, and manage jobs, functioning as both an e-commerce storefront and an account management tool. This platform is complemented by an operational services layer: two-hour rapid delivery within a 30-minute radius of participating branches, tool rental for large jobs, after-hours emergency access, and instant credit approval for trade lines of credit. Reece does not publicly disclose pricing; trade customers access negotiated pricing through authenticated maX accounts.

Reece generates revenue primarily through hardware sales of plumbing, HVAC-R, refrigeration, bath/kitchen, and waterworks products, with secondary revenue from fee-based professional services (rapid delivery, tool rental, after-hours, and credit). The go-to-market is sales-led and relationship-driven, targeting trade professionals who require reliable supply access, fast job-site delivery, and credit facilities. The entity is incorporated in the United States and operates as a subsidiary of Reece Group, an Australian-listed diversified conglomerate.

Name

MORSCO

Legal name

Reece, LTD

Website

https://morscousa.com

Company type

Private

Founded year

1917

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Reece, LTD (formerly MORSCO) is a US trade-focused distributor of plumbing, HVAC-R, refrigeration, bath/kitchen, and waterworks products, serving plumbers, HVAC technicians, and contractors through hundreds of retail locations and the maX digital platform.

Ownership category

akta.pro rank

Product category

Plumbing and HVAC Trade Distribution

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720), Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (42372), Hardware Merchant Wholesalers (423710), Refrigeration Equipment and Supplies Merchant Wholesalers (423740), Refrigeration Equipment and Supplies Merchant Wholesalers (42374)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Wholesale-Hardware (5072), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

Keywords

• Plumbing distribution
• HVAC supplies
• Refrigeration distribution
• Bath kitchen fixtures
• Waterworks distribution

Headquarters

HQ city

Fort Worth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Reece generates revenue primarily through the sale of plumbing, HVAC, refrigeration, bath and kitchen, and waterworks products across their trade divisions. Products include pipe and fittings, heating and cooling equipment, water heaters, valves, kitchen and laundry equipment, decorative hardware, irrigation systems, pumps, filters, and tools.
2. Professional Services: The company offers professional services including rapid delivery (two-hour delivery to job sites), tool rental for large jobs, after-hours services for urgent needs, and instant credit approval for lines of credit.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

MORSCO (operating as Reece, LTD in the US) is a trade-focused wholesale distributor of plumbing, HVAC, refrigeration, bath/kitchen, and waterworks products serving licensed contractors and trade professionals. The company sells pipe, fittings, valves, water heaters, HVAC-R equipment, refrigeration components, decorative hardware, irrigation, pumps, filters, and tools through hundreds of US branch locations and the maX digital platform, supplemented by Rapid Delivery, Tool Rental, After-Hours, and Instant Credit services.

Product overview

Reece is a US-based distributor of plumbing, HVAC-R, refrigeration, and bathroom/kitchen products operating across multiple trade divisions. Its core product is the maX digital platform (web and mobile app), which enables contractors to view pricing, order materials online, track purchases, and manage jobs. The company is organized into five trade divisions: Plumbing, HVAC, Refrigeration/Barsco, Bath+Kitchen, and Waterworks (via Fortiline). Reece supplements its product distribution with a suite of services including Rapid Delivery (two-hour delivery), Tool Rental, After-Hours Services, and Instant Credit. The company also carries third-party brands such as Conex Banninger (>B< Press), Kaden, and Karlson alongside its own private-label offerings.

Differentiator

Problem solved

Functional benefit

Brands

• maX: Digital platform for trade customers to view pricing, order materials online, track purchases, and manage jobs.
• Barsco
• Conex Banniger
• Kaden
• Karlson

Products and services

• Plumbing Division

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

Four partnerships are on record, tiered core.

• Conex Banniger (>B< Press)coreTechnology or IntegrationConex Banniger provides the >B< Press fitting system, which creates strong, leak-proof copper connections quickly and efficiently. Reece features and sells these products through their plumbing division.
• KadencoreTechnology or IntegrationKaden products are designed for durability, easy installation, and long-term reliability. Kaden is backed by a 10-year warranty and Reece after-sales support, featured in the Plumbing division.
• KarlsoncoreTechnology or IntegrationKarlson offers dependable plumbing solutions for installs and repairs that trade professionals can count on. Distributed through Reece's Plumbing division.
• Fortiline WaterworkscoreChannel Partner/ Reseller/ DistributorFortiline is Reece's Waterworks division, serving as a channel partner/distributor for water infrastructure products including pipes, fittings, and related waterworks equipment.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Winsupply: US-owned cooperative of plumbing, HVAC, and industrial distribution. Operates decentralized branches serving contractors, directly comparable to Reece's branch-led plumbing/HVAC distribution model.
• Watsco: Largest US distributor of HVAC and refrigeration equipment, parts, and supplies. Directly comparable to Reece's HVAC and Refrigeration/Barsco divisions in terms of customer base, product category, and contractor go-to-market.
• SRS Distribution: US distributor of roofing, HVAC, and related building products to contractors. Comparable branch-led trade distribution model with a similar product breadth across adjacent trades.
• Ferguson Enterprises: Largest US distributor of plumbing, HVAC, and waterworks products serving trade professionals. Most direct comparable to Reece's US plumbing/HVAC distribution business, with similar branch network, contractor focus, and product breadth.

Broad incumbents

• Genuine Parts Company: US distributor of automotive and industrial replacement parts through NAPA and Motion. Comparable in scale and broad-line trade distribution model, though operating in different product categories.
• HD Supply Holdings: US distributor of maintenance, repair, and operations (MRO) products serving multifamily, hospitality, and facilities customers. Overlaps with Reece in plumbing and HVAC categories but with a broader facility and property-management focus.
• ABC Supply Co. Largest US wholesale distributor of roofing and building products serving contractors. Comparable in branch density and trade-customer focus, with overlapping contractor relationships in residential and commercial construction.
• Pool Corporation: Specialty trade distributor of pool and related outdoor products. Comparable in business model as a branch-led trade distributor with digital ordering, but operates in a different end category.
• Grainger: US distributor of MRO products including plumbing, HVAC, and facility maintenance supplies with a strong digital procurement platform. Comparable in trade-customer focus and digital ordering, though with a much broader industrial catalog.

Emerging players

• Reliance Worldwide Corporation: Manufacturer and supplier of plumbing and water-management products including SharkBite fittings. Comparable as a plumbing-focused supplier feeding through similar trade channels, though more product-side than distribution-side.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about MORSCO