Avalon
Avalon, founded in 2008 and headquartered in Lakewood, NJ, designs and manufactures bottleless and bottled water coolers, bottle fillers, and ice makers for both residential and commercial customers, selling through its DTC storefront, major retailers and marketplaces, and a B2B sales team.
- Company typePrivate
- Founded2008
- HeadquartersLakewood, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Avalon does
Avalon is a Lakewood, New Jersey-based manufacturer of commercial-grade bottleless and bottled water cooler dispensers, founded in 2008. The company began as an office products and breakroom solutions distributor and pivoted to in-house design and manufacturing after observing return and defect rates above 35% in the water coolers it was reselling. Avalon's product portfolio centers on three core lines: bottleless point-of-use coolers (the A5, A7, A8, A9, A12, A13, A13CT, A13-S, B8, A5BLK, and A5-RO series), bottled coolers in top- and bottom-loading configurations (A1, A3, A4, A6, A10, A11), and wall-mounted and freestanding bottle fillers and drinking fountains (A50, A51, A52, A51-NF, A51-OFNC). Supporting categories include plumbed-in ice makers (A-ICE, A-ICE2), NSF 42/53-certified replacement filters (dual-stage and 4-stage reverse osmosis), and accessories (cleaning kits, cup dispensers, bases, reusable jugs). Differentiated technical components include dual-stage sediment and activated carbon block filtration, WiFi-enabled smart management on select models, LED UV sanitation, self-cleaning ozone functions, a patented 4-stage reverse osmosis system on the A5-RO, and granted patents on the A13 bottleless cooler. The company holds NSF/ANSI 42 and 53, UL Listing, Energy Star, and ADA-compliance certifications.
Avalon monetizes through one-time hardware sales priced from $149.99 (entry-level A1 top-loading) to $999.99 (premium bottle fillers), with a recurring revenue layer from the Subscribe & Save filter auto-delivery program ($84.99 per filter set versus $99.99 one-time, 15% discount) and extended warranty plans. Distribution runs through three primary channels: a Shopify-based DTC storefront at avalonh2o.com, 14+ major retail and marketplace partners (Amazon, Walmart, Costco, Home Depot, Lowes, Target, Best Buy, Wayfair, eBay, Staples, Sam's Club, Menards, Office Depot, MSC Direct), and a B2B sales team offering quote-based commercial solutions. The customer base exceeds 100,000 and spans both consumer/residential and business/commercial segments, with the latter as primary; named enterprise customers include NASA, Lockheed Martin, GM, Lexus, Delta, Pepsi, Marriott, Hampton Inn, NBC Universal, Northern Trust, Cleveland Clinic, P&G, Uber, Staples, CBRE, General Electric, and Charter Communications. The company is privately held as a New Jersey LLC with 11–50 employees and has not disclosed external funding.
The company is led by Ari Dorfberger (Chief Operating Officer) and operates from its headquarters at 585 Prospect Street, Suite 301B, Lakewood, NJ. Operating geography is concentrated in North America. No acquisitions, funding rounds, or major public strategic announcements are disclosed.
Avalon firmographics
Firmographics- Name
- Avalon
- Legal name
- Avalon
- Website
- https://avalonh2o.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Avalon, founded in 2008 and headquartered in Lakewood, NJ, designs and manufactures bottleless and bottled water coolers, bottle fillers, and ice makers for both residential and commercial customers, selling through its DTC storefront, major retailers and marketplaces, and a B2B sales team.
- Ownership category
- akta.pro rank
Avalon industry classification
Industry- Product category
- Water Coolers & Hydration Equipment
- NAICS
- Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)
- SIC
- Electric Housewares & Fans (3634), Refrigeration & Service Industry Machinery (3580), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Water Heating & Treatment Appliance Retail (Water Heaters, Water Softeners, Filtration Systems) (CRACACAF)
- akta.pro secondary industry
- Replacement Filter Cartridges & Consumables (CRAJAJAH)
Keywords
Where Avalon is headquartered
LocationHeadquarters
- HQ city
- Lakewood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Avalon business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales: One-time sales of water cooler dispensers, bottle fillers, ice makers, and accessories across consumer and commercial segments. Product range from $149.99 to $999.99+.
- Replacement Filters: Recurring consumable sales of dual-stage replacement filters at $99.99 per set or $84.99 with Subscribe & Save (15% discount). Filters last 6 months or 1500 gallons.
- Subscribe & Save Program: Filter auto-delivery subscription program offering 15% savings on every filter set order with free shipping and adjustable delivery frequency.
- Extended Warranty: Extended protection plans offering additional 1 or 2 year warranty coverage beyond the standard 1 year limited warranty.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Bottled Water Coolers - Entry Level |
| One time/ perpetual license | Pay-as-you-go | Bottleless Water Coolers - Mid Range |
| One time/ perpetual license | Pay-as-you-go | Premium Bottleless Coolers |
| One time/ perpetual license | Pay-as-you-go | Bottle Fillers & Fountains |
| One time/ perpetual license | Pay-as-you-go | Ice Makers |
| Subscription | Monthly | Replacement Filters |
| One time/ perpetual license | Pay-as-you-go | Accessories |
| Other | Multi-year contract | Business Solutions |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Avalon product offering
Product offeringCore offering
Avalon designs, manufactures, and sells commercial-grade bottleless and bottled water cooler dispensers that connect to a water supply line or use 3-5 gallon bottles. The portfolio spans freestanding and countertop coolers, wall-mounted bottle fillers and fountains, plumbed-in ice makers, replacement filters, and accessories, sold through direct e-commerce, major retail chains, and a dedicated B2B sales team.
Product overview
Avalon is a manufacturer of commercial-grade bottleless and bottled water cooler dispensers founded in 2008. The product portfolio centers on three core product lines: (1) Bottleless water coolers (A5, A7, A12, A8, A9, A13, B8, A13CT, A13-S, A3F, A5BLK, A5-RO, A21-B) that connect directly to water supply lines and include dual-stage NSF-certified filtration; (2) Bottled water coolers (A4, A3, A1, A14, A6, A6 Self Cleaning, A10, A1 CT, A11, A3BLK, A20-B) that use 3 or 5 gallon bottles in top-loading or bottom-loading configurations; and (3) Bottle fillers and water fountains (A50, A51, A52, A51-NF, A51-OFNC) with wall-mounted and freestanding options featuring UV sterilization and built-in filtration. Supporting products include ice makers (A-ICE2, A-ICE), dual stage replacement filters (NSF 42/53 certified), reverse osmosis replacement filters, and accessories (cleaning kit, cup dispenser, water cooler base, reusable water jug). All bottleless units feature WiFi-enabled smart management and LED UV sanitation, while selected bottle filler models offer WiFi connectivity for remote monitoring.
Differentiator
Problem solved
Functional benefit
Products and services
- Bottleless Water Coolers
Quantifiable outcome
- Cost savings of up to $1,000 per year compared to bottled water delivery
- +3 more outcomes
Companies that use Avalon
Customer profileNamed customers23 records
Segments2 records
Ideal customer profiles2 records
Avalon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Avalon partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Avalon competitors and assessment
Company assessmentDirect peers
- Primo Brands: Primo Brands is the largest North American provider of bottled water and water dispensers (Primo Water + BlueTriton), directly competing with Avalon across bottled and bottleless cooler SKUs and large enterprise contracts.
- Culligan: Culligan is a major water treatment company selling bottleless coolers, point-of-use filtration, and replacement filters to commercial and residential customers, overlapping directly with Avalon's NSF-certified filtration and dispenser offerings.
- Waterlogic: Waterlogic specializes in bottleless water coolers with built-in filtration and sanitization for office and commercial deployments, a direct head-to-head competitor to Avalon's bottleless and bottle-filler lines.
- Elkay: Elkay manufactures wall-mounted bottle fillers, drinking fountains, and water dispensers widely used in commercial buildings, competing directly with Avalon's A50/A51/A52 bottle-filler product family.
- Oasis International: Oasis International produces water coolers, bottle fillers, and drinking fountains for commercial and institutional buyers, directly comparable to Avalon's NSF-certified, ADA-compliant cooler and filler offerings.
- Brio: Brio makes bottleless and bottled water coolers with reverse osmosis and UV filtration for home and office, closely mirroring Avalon's product positioning across countertop and freestanding SKUs.
- EdgeStar: EdgeStar designs and sells home and light-commercial water dispensers, ice makers, and portable appliances, overlapping Avalon's cooler-ice-maker combo and bottleless countertop product lines.
- Scotsman Ice: Scotsman Ice is a leading commercial ice machine manufacturer, directly comparable to Avalon's A-ICE and A-ICE2 filtration-integrated ice makers for small commercial and premium residential use.
Broad incumbents
- Pentair: Pentair is a global water treatment and filtration company with point-of-use filtration, replacement cartridges, and commercial water systems that compete with Avalon's NSF-certified filter and dispenser business at scale.
- Brita (The Clorox Company): Brita is a household-name water filtration brand across pitchers, faucet-mount, and replacement cartridges, competing in adjacent consumer filtration categories with Avalon's replacement-filter subscription revenue.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Avalon social profiles
Digital presenceAvalon compliance and trust
Trust signalCompliance5 records
Avalon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Avalon leadership team
Management profileNumber of profiles
Profiles1 record
Avalon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Avalon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Avalon
What does Avalon do?
Avalon designs, manufactures, and sells commercial-grade bottleless and bottled water cooler dispensers that connect to a water supply line or use 3-5 gallon bottles. The portfolio spans freestanding and countertop coolers, wall-mounted bottle fillers and fountains, plumbed-in ice makers, replacement filters, and accessories, sold through direct e-commerce, major retail chains, and a dedicated B2B sales team.
Is Avalon a public or private company?
Avalon is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Avalon founded?
Avalon was founded in 2008. It employs 11 to 50 people.
Where is Avalon based?
Avalon is headquartered in Lakewood, United States, in the North America region.
How does Avalon make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are replacement Filters, subscribe & Save Program and extended Warranty.
Who are Avalon's main competitors?
Direct peers on record are Primo Brands, Culligan, Waterlogic, Elkay, Oasis International, Brio, EdgeStar and Scotsman Ice. Broad incumbents are Pentair and Brita (The Clorox Company).
Does Avalon have an API?
No public API is recorded for Avalon.
What industry is Avalon in?
Avalon's product category is Water Coolers & Hydration Equipment. Its primary akta.pro industry code is CRACACAF, Water Heating & Treatment Appliance Retail (Water Heaters, Water Softeners, Filtration Systems), with a secondary code of CRAJAJAH, Replacement Filter Cartridges & Consumables. Its NAICS code is 33341 and its SIC code is 3634.