O'Connor Sales

What O'Connor Sales does

O'Connor Sales, Inc. is an independent manufacturer's representative firm headquartered in Cerritos, California, founded in the 1940s and currently led by the TenBroek family. The firm represents more than 25 manufacturer principals across the plumbing, irrigation, landscape, industrial, waterworks, and fire protection industries, providing specification sales support, outside field sales, inside sales, product training in English and Spanish, and warehousing and logistics. O'Connor Sales is structured to be engaged from design through installation, coordinating landscape architects, irrigation designers, and plumbing engineers in the spec phase and contractors, distributors, and public agencies in the bid, installation, and end-of-project phases, positioning principal partners' products as the specified choice in each market.

The company earns revenue on a commission basis through its manufacturer's representative model, with a 13,000–14,000 sq. ft. solar-powered warehouse in Southern California serving as will-call and local shipping infrastructure for distributor partners. Its product portfolio spans backflow prevention (e.g., FEBCO), water meters and flow measurement (Badger Meter), plastic piping systems (Lesso America, Genova), water storage tanks (Bushman, Norwesco), irrigation components and controls, fire protection products, macerating toilet systems (Saniflo), water treatment (Nuvo H2O, Goslyn), valves and fittings (Fisher Manufacturing, Harco Fittings), and enclosures (Allspec, Cello Products).

The firm operates across four defined territories — Southern California, Northern California, Southern Nevada (Las Vegas / Clark County), and Northern Nevada — the latter two added in 2020. It employs approximately 16 people, including one principal (President John TenBroek), ten outside sales professionals, three inside sales staff, two data processors, and warehouse personnel, with no external investors, subsidiaries, or parent company. O'Connor Sales is privately held, has no public listing or funding history, and reports no publicly disclosed financials.

Name

O'Connor Sales

Legal name

O'Connor Sales, Inc.

Website

https://oconnorsales.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Short description

O'Connor Sales is an independent manufacturer's representative firm, founded in the 1940s and based in Cerritos, California, representing over 25 manufacturers of plumbing, irrigation, landscape, waterworks, and fire protection products across four territories in California and Nevada, with ~16 staff handling specification, outside sales, inside sales, training, and warehousing.

Ownership category

akta.pro rank

Headquarters

HQ city

Cerritos

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Manufacturer's Representative/Commission Revenue: O'Connor Sales operates as a manufacturer's representative firm earning commissions on sales of products from principal manufacturer partners. They represent leading manufacturers in Landscape, Irrigation, Plumbing, Waterworks and Fire Protection industries.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

O'Connor Sales is an independent manufacturer's representative firm that sells and specifies plumbing, irrigation, landscape, waterworks, fire protection, and industrial products on behalf of more than 25 manufacturer principals across Southern California, Northern California, Southern Nevada, and Northern Nevada. The firm supports projects from design through installation via specification managers, outside and inside sales, training, and a 13,000 sq. ft. warehouse, earning commissions on principal partner sales.

Product overview

O'Connor Sales is a premier full-service manufacturer's representative firm serving the Plumbing, Irrigation, Landscape, Industrial, Waterworks, and Fire Protection industries. The company operates across four service territories (Southern California, Northern California, Southern Nevada/Las Vegas, and Northern Nevada) and represents over 25 manufacturer partners. The core offering consists of sales representation, specification support, and project implementation services—from design phase through installation—connecting principal manufacturer partners with distribution networks, contractors, and specifiers. The product portfolio includes plumbing products (backflow prevention, valves, piping), irrigation systems (components, controls, filtration), waterworks solutions (meters, storage, piping), fire protection products, and specialized offerings like macerating toilet systems and water treatment. Supporting services include specification sales support, product training, warehousing, and customer service.

Differentiator

Problem solved

Functional benefit

Products and services

• Manufacturer's Representation Services — Plumbing, Irrigation, Waterworks, Landscape, Industrial, and Fire Protection Independent manufacturer's representative services for manufacturers in the plumbing (mechanical, residential, commercial), irrigation/landscape, waterworks, fire protection, and industrial sectors across Southern California, Northern California, Southern Nevada, and Northern Nevada. O'Connor Sales engages with specification communities, distributors, contractors, and public agencies from design through installation to drive product specification and sales for its principals.
• Specification Sales Support Specification Manager-led project planning and design-phase support for Landscape Architects, Irrigation Designers, and Plumbing Engineers, helping specify products from O'Connor's manufacturer principals in plumbing, irrigation, landscape, waterworks, and fire protection projects.
• Product Education and Training (English and Spanish) Product education and training services delivered online and in person in English and Spanish, supporting sales teams, distributors, contractors, and customers on products represented by O'Connor Sales.
• Warehouse and Distribution Services Will-call, local shipping, and warehousing operations from a 13,000–14,000 sq. ft. solar-powered warehouse in Southern California, operated with LEAN principles to support distributor and contractor pickup of represented products.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

31 partnerships are on record, tiered core and minor.

• Superior IrrigationcoreChannel Partner/ Reseller/ DistributorLong-standing partnership of 20+ years. Superior Irrigation describes O'Connor Sales as the premiere Manufacturer's Rep firm in the Irrigation and Landscape industry, noting their support plays a significant role in company success.
• Nuvo H2OcoreChannel Partner/ Reseller/ DistributorPartnered a couple of years ago. O'Connor Sales helped them get new products into market, sign new partnerships, and has been one of their top agencies in sales growth.
• AIM (Aim Solder)minorChannel Partner/ Reseller/ DistributorManufacturer represented in plumbing sector
• Allspec EnclosuresminorChannel Partner/ Reseller/ DistributorManufacturer of enclosure solutions for irrigation control systems and field-installed equipment
• Apollo ValveminorChannel Partner/ Reseller/ DistributorManufacturer represented
• Badger MetercoreChannel Partner/ Reseller/ DistributorGlobal leader in flow measurement and control technologies, delivering accurate metering solutions for water utilities, municipalities, and industrial applications
• BushmanminorChannel Partner/ Reseller/ DistributorManufacturer of water storage tanks and rainwater harvesting systems for residential, commercial, and agricultural use
• Catchy CanminorChannel Partner/ Reseller/ DistributorIrrigation components designed to support efficient water distribution and system control
• Cello ProductsminorChannel Partner/ Reseller/ DistributorEngineers valve boxes and access solutions widely used in irrigation and landscape installations
• CoronaminorChannel Partner/ Reseller/ DistributorSupplies irrigation tools and components designed for professional landscape and agricultural use
• Epic PlasticsminorChannel Partner/ Reseller/ DistributorManufactures plastic products supporting irrigation infrastructure and outdoor water systems
• EasyFlexminorChannel Partner/ Reseller/ DistributorProduces flexible connectors and piping accessories that support efficient, vibration-resistant plumbing installations
• Fisher ManufacturingminorChannel Partner/ Reseller/ DistributorTrusted manufacturer of control valves and regulators for commercial, industrial, and utility applications
• GenovaminorChannel Partner/ Reseller/ DistributorProduces molded plastic fittings and components serving irrigation and plumbing applications
• GoslynminorChannel Partner/ Reseller/ DistributorProvides water treatment and system protection solutions supporting plumbing and mechanical infrastructure
• Harco FittingsminorChannel Partner/ Reseller/ DistributorProvides polyethylene piping systems engineered for irrigation and water distribution networks
• HydrotekminorChannel Partner/ Reseller/ DistributorDesigns above-floor plumbing and pumping systems that enable flexible bathroom and kitchen installations
• Javelin Drain ProductsminorChannel Partner/ Reseller/ DistributorManufacturer represented
• TreeStakeminorChannel Partner/ Reseller/ DistributorProvides specialty irrigation products and system components supporting efficient water distribution for landscape, agricultural, and commercial irrigation projects
• King InnovationminorChannel Partner/ Reseller/ DistributorSupplies electrical connection solutions supporting irrigation controls and field wiring
• Lesso AmericaminorChannel Partner/ Reseller/ DistributorDelivers high-performance plastic piping systems serving plumbing, heating, and mechanical markets
• NorwescominorChannel Partner/ Reseller/ DistributorLeading manufacturer of rotationally molded polyethylene tanks for water, chemical, and industrial storage
• SaniflominorChannel Partner/ Reseller/ DistributorProvides engineered pumping and macerating systems enabling flexible plumbing design. SFA SANIFLO U.S.A. developed innovative above-floor plumbing technology more than half a century ago and has sold more than seven million units worldwide since 1958
• JustSollos (Hayward Brand)minorChannel Partner/ Reseller/ DistributorDelivers irrigation technology solutions focused on efficiency, sustainability, and system optimization
• WhitlamminorChannel Partner/ Reseller/ DistributorManufactures specialty coatings, sealants, and joint compounds used across plumbing, fire protection, and industrial installations
• ASIC (American Specification Institute)minorOthersIndustry affiliation/association membership
• AWWA (American Water Works Association)minorOthersIndustry affiliation/association membership
• Irrigation AssociationminorOthersIndustry affiliation/association membership
• California Landscape Contractors Association (CLCA)minorOthersIndustry affiliation/association membership
• California Building Industry Association (CBIA)minorOthersIndustry affiliation/association membership
• PHCC (Plumbing-Heating-Cooling Contractors)minorOthersIndustry affiliation/association membership

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ACT Sales / Pacific Coast Independent Reps: Independent manufacturer's rep agencies such as ACT Sales and similar West Coast rep firms (often affiliated with ASPE, PHCC, and similar trade groups) represent plumbing, mechanical, and irrigation manufacturers to distributors, contractors, and engineers in overlapping CA/NV/AZ territories. Comparable as the closest direct peer category — commissioned rep agencies competing for similar principal relationships and contractor mind-share in adjacent plumbing and mechanical markets.

Broad incumbents

• Watsco: Watsco is the largest U.S. distributor of HVAC and plumbing products operating through independent sales representatives and branch locations. Comparable to O'Connor because Watsco itself uses commissioned field sales reps as a primary go-to-market channel and serves many of the same mechanical and plumbing contractors in adjacent product categories.
• Core & Main: Core & Main is a leading U.S. distributor of water, wastewater, and storm drainage products, serving municipalities, contractors, and utilities across similar geographies. Comparable to O'Connor because both act as go-to-market channels for waterworks manufacturers — including Badger Meter, which O'Connor represents — though Core & Main is a direct distributor rather than a commissioned rep agency.
• Pool Corporation: Pool Corp is the largest U.S. distributor of swimming pool, irrigation, and landscape products, including adjacent plumbing components used in pool/spa systems. Comparable to O'Connor because both operate as the wholesale channel for residential/commercial water-related product manufacturers, and overlap in irrigation/backflow product categories served to contractors.
• Ferguson Enterprises: Ferguson is the largest U.S. distributor of plumbing, waterworks, and HVAC products, serving many of the same contractors, municipalities, and specifiers that O'Connor Sales supports. Comparable because both operate as the primary channel between plumbing/irrigation manufacturers and end-users, though Ferguson is a direct-buy distributor rather than an independent commissioned rep.
• SiteOne Landscape Supply: SiteOne is the largest U.S. wholesale distributor of landscape and irrigation products, serving landscape contractors and irrigation professionals nationwide. Comparable to O'Connor because both connect landscape and irrigation manufacturers (including Hunter, Rain Bird-adjacent lines) with contractors and specifiers in the same end markets, though SiteOne is a direct distributor carrying inventory rather than a commissioned rep firm.
• WinWholesale: WinWholesale operates a network of more than 600 wholesale distribution companies serving plumbing, HVAC, industrial, and waterworks markets across the U.S. Comparable to O'Connor because its subsidiaries (e.g., WinSupply, Noland Company) carry many of the same product categories O'Connor represents and serve overlapping contractor/distributor relationships in regional territories.
• HD Supply Waterworks / White Cap: HD Supply's waterworks business distributes water, sewer, and storm drainage products to municipalities and contractors, with a West Coast footprint overlapping O'Connor's territories. Comparable because both serve municipal and utility customers on waterworks projects, though HD Supply is an inventory-carrying distributor rather than a rep agency.

Others

• Jomar Valve & Others Manufacturers Agency: MARS (Manufacturers' Agents Association for the Rebuilding Industry) and similar rep-trade networks host hundreds of independent manufacturer's rep agencies serving plumbing, waterworks, and industrial markets; representative agencies within MARS compete directly for manufacturer principals in the same territories as O'Connor. Comparable as a peer-ecosystem / competitor-pool classification for commissioned rep firms.

Regional players

• Ewing Irrigation & Landscape Supply: Ewing is a regional distributor of irrigation, landscape, and water management products with strong presence across the western and southwestern U.S., overlapping with O'Connor's CA/NV footprint. Comparable because both serve the same irrigation contractor base and represent or distribute similar product categories to landscape professionals in shared geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@OConnorSales
• Facebookfacebook.com/oconnor.sales
• LinkedInlinkedin.com/company/o-connor-sales-inc
• Instagraminstagram.com/oconnorsales?igsh=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 O'Connor Sales