Gustave A. Larson

What Gustave A. Larson does

Gustave A. Larson Company is a privately held, family-owned wholesale distributor of Heating, Ventilation, Air Conditioning, and Refrigeration (HVAC/R) products, founded in 1936 and headquartered in Pewaukee, Wisconsin. The company operates 49 full-service branch locations and regional distribution centers across the Midwest, Plains, and Mountain states, stocking 15,000+ items per branch and 50,000+ SKUs at regional DCs while representing more than 450 supplier brands including Copeland, Sporlan, Chemours, Trane, and Mitsubishi Electric. Its customer base consists primarily of HVAC/R contractors and refrigeration specialists serving residential and commercial applications.

The company's offerings combine a physical distribution platform with a growing set of digital services. Core products cover Residential Equipment, Commercial HVAC, Refrigeration Products, Parts & Accessories, Indoor Air Quality, Hydronics/Geothermal, and Specialty Products. Digital and value-added layers include the gohvacr.com B2B webstore for 24/7 ordering and invoicing, Larson Managed Inventory for real-time stock tracking, the Larson Assurance Program (extended warranty for up to 12 years), PayNOW online payment portal, and Text LARSON text-based ordering. The Larson Business Solutions partner network integrates third-party SaaS (FieldEdge, P3 HVAC), digital marketing (SearchKings, Online-Access), and technician training (Ultimate Technical Academy), creating an ecosystem beyond traditional distribution.

Revenue is generated primarily through wholesale product reselling to contractors (hardware sales) with an incremental subscription/recurring layer from value-added services and warranty programs. Go-to-market is sales-led: Territory Managers and Segment Specialists serve enterprise accounts, in-branch Service Advisors and counter teams handle walk-in and trade customers, and the B2B platform addresses mid-market order volumes. Pricing is not publicly disclosed; accounts are opened on request and quoted directly. Recent strategic emphasis has been placed on regulatory positioning for the upcoming A2L refrigerant mandate and on digital channel expansion rather than geographic growth.

Name

Gustave A. Larson

Legal name

Gustave A. Larson Company

Website

https://galarson.com

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

251–500 employees

Short description

Gustave A. Larson is a family-owned wholesale HVAC/R products distributor operating 49 branches across the Midwest, Plains, and Mountain states, representing 450+ supplier brands and serving residential and commercial HVAC/R contractors with equipment, parts, and digital value-added services.

Ownership category

akta.pro rank

Product category

HVAC/R Wholesale Distribution

NAICS

Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373), Refrigeration Equipment and Supplies Merchant Wholesalers (423740)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

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

akta.pro secondary industry

Compressors, Refrigeration Components & Condensing Units (IMADANAG)

Keywords

• HVAC/R wholesale distribution
• HVAC contractor supplies
• Refrigeration equipment supply
• Commercial HVAC products
• HVAC parts distribution

Headquarters

HQ city

Pewaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. HVAC/R Product Distribution: Wholesale distribution of Heating, Ventilation, Air Conditioning and Refrigeration products including equipment, parts, and supplies to contractors. Revenue generated through product sales across 49 branch locations and regional distribution centers.
2. Business Solutions Services: Value-added services including Larson Managed Inventory software, Larson Assurance extended warranty programs, field management software partnerships (P3, FieldEdge), marketing solutions (co-op, SEO, website services), and training programs.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Gustave A. Larson is a wholesale distributor of Heating, Ventilation, Air Conditioning and Refrigeration (HVAC/R) products serving contractors across the Midwest, Plains and Mountain states. The company operates 49 full-service branch locations and regional distribution centers stocked with over 50,000 SKUs from 450+ supplier brands, complemented by a 24/7 B2B online ordering platform, managed inventory tools, and value-added business solutions including extended warranty, field management software partnerships, marketing support, and technical training.

Product overview

Gustave A. Larson is a wholesale distributor of HVAC/R (Heating, Ventilation, Air Conditioning, and Refrigeration) products operating 49 full-service locations across the Midwest, Plains, and Mountain states. The company's offering is a distribution platform model combining physical products (equipment, parts, supplies) with digital services. The core product portfolio includes Residential Equipment, Commercial HVAC, Refrigeration Products, Parts & Accessories, Indoor Air Quality, Hydronics/Geothermal, and Specialty Products, representing over 450 supplier brands. Digital additions include the GoHVACR.com B2B ordering platform, Larson Managed Inventory (real-time tracking tool), Larson Assurance Program (extended warranty), and recommended third-party software solutions (P3 HVAC Software, FieldEdge). The company also provides a suite of mobile apps from supplier partners (Copeland, Emerson, Mitsubishi, Honeywell, Trane, etc.) for diagnostics, product cross-referencing, and system configuration.

Differentiator

Problem solved

Functional benefit

Brands

• Larson Business Solutions: Business-boosting technical solutions including Larson Managed Inventory, Larson Assurance Program, field management software solutions, and marketing services for HVAC contractors.
• Larson Managed Inventory
• Larson Assurance Program
• gohvacr.com

Products and services

• Residential HVAC Equipment Heating, ventilation, and air conditioning equipment for residential applications, distributed wholesale to HVAC contractors through 49 branches and supplier partners including Trane and Mitsubishi.
• Commercial HVAC Equipment
• Refrigeration Products
• Parts & Accessories
• Indoor Air Quality Products
• Hydronics and Geothermal Systems
• Specialty HVAC/R Products
• gohvacr.com B2B Online Ordering Platform
• Larson Managed Inventory
• Larson Assurance Program
• PayNOW Online Payment Portal
• Larson Business Solutions
• Technical and Business Training Programs
• Technical Service Advisor Support
• A2L Refrigerant Transition Support One-stop resource of regulations, training, and guidance materials to help HVAC/R contractors navigate the industry transition to A2L refrigerants.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration34 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• CopelandcoreChannel Partner/ Reseller/ DistributorMajor supplier partner represented by Gustave A. Larson, providing compressors and HVAC/R products. Copeland Mobile App offered for on-the-go access to product information and diagnostics.
• SporlancoreChannel Partner/ Reseller/ DistributorKey supplier partner represented in Gustave A. Larson's product portfolio for HVAC/R components.
• ChemourscoreChannel Partner/ Reseller/ DistributorImportant supplier partner providing refrigerants and related products, particularly relevant for A2L refrigerant transition support.
• FieldEdgecoreTechnology or IntegrationLeading cloud-based field service management software partnered with Larson Business Solutions. Features include mobile application, flat rate pricing, service agreement management, and QuickBooks integration for real-time data flow.
• SearchKingsminorGTM or Marketing PartnerGoogle Premier Partner (one of five in North America) providing Google Guaranteed shield, Local Services coordination at discount, Google AdWords/PPC lead generation, and Google Reviews assistance.
• Ultimate Technical AcademyminorStrategic or Co-development PartnerTraining provider for HVAC technician development, helping contractors hone existing employee skills or transform inexperienced employees. Investment can be recouped in as short as 2 months with delayed payment terms available.
• Nearby NowminorGTM or Marketing PartnerMarketing tool for increasing web presence, engaging technicians, and collecting online customer reviews through Online-Access partnership.
• QuickBookscoreTechnology or IntegrationAccounting software integration with FieldEdge, allowing seamless real-time data flow between field service management and accounting.
• Mitsubishi ElectriccoreChannel Partner/ Reseller/ DistributorKey supplier awarded Gustave A. Larson as their Residential Distributor of the Year - West Business Unit in March 2026. Provides ductless comfort systems with visualization and zone control apps.
• TranecoreChannel Partner/ Reseller/ DistributorMajor equipment supplier that awarded Gustave A. Larson with their 2025 Pacesetter Award. Trane Home (formerly Nexia) home automation app available through the company.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Temperature Equipment Corporation (TEC): Midwest-focused HVAC/R wholesale distributor serving residential and commercial contractors; directly comparable regional wholesale footprint and supplier-brand mix.
• Johnstone Supply: Cooperative-style wholesale distributor of HVAC/R and refrigeration products serving contractors across the U.S. with branches and inventory model very similar to Larson's 49-branch footprint.
• R.E. Michel Company: Independent HVAC/R wholesale distributor with deep branch coverage on the East Coast and Midwest; directly comparable in supplier-mix, contractor customer base, and counter/distribution model.
• Winsupply: Acquired predominantly HVAC, plumbing, and industrial supplies distributor with a decentralized branch model serving contractors; comparable wholesale distribution focus and customer profile.
• United Refrigeration: Wholesale distributor of HVAC/R parts, equipment, and controls with one of the largest U.S. branch networks; comparable product breadth and counter-style service to contractors.

Broad incumbents

• Watsco: Largest U.S. distributor of HVAC equipment, parts, and supplies with national branches serving contractors; broad incumbent with overlapping product portfolio and customer segments but national rather than regional focus.
• Ferguson Enterprises: Large plumbing/HPV wholesale distributor with HVAC and refrigeration categories; broader portfolio with bigger scale, but the wholesale distribution model and contractor-facing counter operations are directly comparable.
• Carrier Enterprise: Carrier-affiliated HVAC distributor supplying equipment, parts, and controls to contractors across multiple U.S. regions; comparable HVAC wholesale model with OEM-aligned brand strength.
• Mitsubishi Electric Trane HVAC US: Joint venture distributing ductless and VRF HVAC products across the U.S., relying on independent distributors like Larson; comparable in channel and category, though it is the OEM/Larson one of its top distributors.
• HD Supply Holdings: Large industrial and contractor-focused wholesale distributor with adjacent HVAC/MEP categories; broader portfolio but comparable contractor-customer model and distribution scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/galarsonco
• Xx.com/galarsoncompany
• LinkedInlinkedin.com/company/gustave-a--larson-co-

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Gustave A. Larson