Walsh Long & Company

What Walsh Long & Company does

Walsh, Long & Company, Inc. is a private, family-owned manufacturer's representative agency headquartered at 25 S. Washington Street, Suite 200, Naperville, Illinois. Founded in July 1990 by Marion Long and Ed Walsh as a petroleum equipment manufacturers' representative and now in its 35th year of operation, the firm represents approximately 25 equipment manufacturer principals across seven product verticals: petroleum, automotive, lighting/electrical/EV charging, diesel exhaust fluid (DEF), mission-critical facilities, water storage and stormwater, and retail. The company does not manufacture, inventory, or ship product; instead it earns commissions by facilitating specification, sale, installation, and ongoing support between its manufacturer partners and a downstream network of distributors, contractors, engineers, architects, and end customers across 15 Midwest states (Illinois, Indiana, Iowa, Kansas, Kentucky, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, Pennsylvania, South Dakota, West Virginia, and Wisconsin).

The firm's go-to-market is built on a regional field-sales model staffed by nine territory sales managers, a small inside-sales/customer-service function, and a business development and national accounts overlay targeting emerging categories (lighting, EV charging, retail). The technical core is product and regulatory expertise rather than proprietary technology: selecting among principals like DoubleTrac (double-containment stainless steel piping), Xerxes (fiberglass underground storage tanks and HydroChain stormwater chambers), LSI Industries (LED lighting), Graco (lubrication and DEF dispensing), Bravo Systems (containment sumps), Pneumercator (leak detection and tank monitoring), SmartFill/FMT (fuel management), Phillips Fuel Systems (mission-critical pumping controls), Square D/Schneider Electric (electrical distribution), and Red E Charge (Level 2/3 EV charging up to 160kW), with deep familiarity navigating EPA, state, and local regulatory requirements for petroleum and environmental compliance. The agency writes specifications alongside architects, designers, and engineers and provides distributor/contractor training and post-sale support.

Revenue is generated exclusively through manufacturer commissions on sales routed through the firm's distributor and contractor network; pricing is set by each principal. Customers span enterprise/mid-market petroleum retailers (Casey's, Englefield Oil, JF Petroleum, B&K Equipment), auto dealerships (Walser Toyota, Midwest Peterbilt Group), convenience/retail/care wash (Daiso, Jet Brite, Gas N Wash, Steamer's Stop), and mission-critical and institutional buyers (Midwest Data Center, University of Iowa Hospital, Newburg Fire Department, Naperville Diamonds Sports Facility). The company is currently led by President Erik Long, who acquired the firm from his mother in 2013; Chris Long (Operations, 25+ years) and founder Marion Long (retired October 2020) anchor family continuity. Headcount is approximately 15-20 employees and the business remains wholly independent with no external parent or funding events on record.

Name

Walsh Long & Company

Legal name

Walsh, Long & Company, Inc.

Website

https://walshlong.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Walsh, Long & Company is a family-owned manufacturer's representative agency headquartered in Naperville, Illinois, representing approximately 25 equipment manufacturers across petroleum, automotive, lighting, EV charging, DEF, mission-critical, water, and retail verticals for distributors, contractors, and end customers across 15 Midwest states.

Ownership category

akta.pro rank

Product category

Industrial Equipment Representation

NAICS

Oil and Gas Field Machinery and Equipment Manufacturing (333132), Mining and Oil and Gas Field Machinery Manufacturing (33313)

SIC

Oil & Gas Field Machinery & Equipment (3533), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Electrical Industrial Apparatus (3620)

akta.pro primary industry

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

Keywords

• Manufacturer representative services
• Petroleum equipment distribution
• Automotive service equipment
• LED lighting solutions
• EV charging infrastructure

Headquarters

HQ city

Naperville

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, Technology or R&D

Revenue model

1. Manufacturer's Representative Commission: As a manufacturer's representative agency, Walsh Long earns commissions from the manufacturers they represent. The company sells no products directly but facilitates sales between manufacturers and distributors/contractors/installers. Revenue is generated through commission payments based on sales volume facilitated through their distributor and contractor network.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Walsh Long & Company operates as a manufacturers' representative agency connecting 25+ equipment manufacturers with distributors, contractors, installers, and end customers across the Midwest. The company represents product lines spanning petroleum equipment (fuel storage, piping, dispensers, leak detection), automotive service equipment, LED lighting, EV charging, DEF systems, mission critical backup power infrastructure, water storage, stormwater management, and retail buildout solutions across 15 states.

Product overview

Walsh Long & Company is a manufacturers' representative agency (not a product manufacturer) serving the petroleum, automotive, lighting/EV charging, DEF, mission critical, water, and retail markets across 15 Midwest states. The company represents approximately 25 manufacturer brands across its product categories, including DoubleTrac double-containment piping systems, Xerxes fiberglass underground storage tanks, LSI Industries lighting solutions, Graco lubrication equipment, Red E Charge EV charging systems, SmartFill fuel management, Pneumercator leak detection, and Bravo Systems containment products. Their product portfolio spans fuel storage and piping, dispensing equipment, leak detection, lighting, EV charging, and stormwater management. The company does not manufacture products but rather represents these manufacturers as a sales and support channel.

Differentiator

Problem solved

Functional benefit

Products and services

• Petroleum Equipment Representation Manufacturer's representative services for petroleum equipment including fuel storage tanks (Xerxes), double containment piping (DoubleTrac), dispensers and containment sumps (Bravo Systems), leak detection (Pneumercator), fuel management systems (SmartFill), fuel cleaning (RCI Technologies), hose assemblies (IRPCO), aboveground storage tanks (Hughes Tank Company), and pump island refurbishing (Hunter Pump Islands). Serves petroleum distributors, convenience store operators, oil companies, fuel retailers, marina operators, and petroleum marketers across the Midwest.
• Automotive Service Equipment Representation Manufacturer's representative services for automotive service equipment including Graco lubrication systems and fluid management (Pulse Pro, Fluid Defender), Borroughs parts storage, tire racks, workstations, and tire carousels, Eurovent exhaust extraction and HVLS fans, and Rhino Tuff poly tanks for oils and fluids. Serves auto dealerships, automotive service shops, truck service centers, and vehicle maintenance facilities.
• Lighting, Electrical & EV Charging Representation Manufacturer's representative services for interior and exterior LED lighting, EV charging stations (Red E Charge Level 2 and DC Fast Chargers up to 160kW), Square D by Schneider Electric electrical distribution and surge protection, EnVision LED fixtures, and Nualight refrigerated display lighting. Serves automotive dealerships, convenience stores, car washes, QSRs, and retail environments.
• Diesel Exhaust Fluid (DEF) Equipment Representation Manufacturer's representative services for DEF storage tanks, DEF-TRAC flexible piping, Bluediver DEF submersible pumps, DEF containment sumps and spill containers, DEF fluid delivery equipment, and Rhino Tuff poly tanks for DEF. Serves diesel vehicle fleet operators and facilities requiring bulk DEF storage and dispensing.
• Mission Critical Facility Equipment Representation Manufacturer's representative services for backup power fuel systems including Phillips Fuel Systems pumping controls for standby applications, RCI Technologies fuel polishing and purification, Pneumercator tank monitoring and leak detection, and fuel storage tanks. Serves hospitals, data centers, telecommunications facilities, and critical infrastructure requiring uninterrupted backup power.
• Water Storage and Stormwater Management Representation Manufacturer's representative services for Xerxes underground fiberglass storage tanks (600-50,000 gallons) for water, fire protection, and stormwater applications, and HydroChain engineered stormwater management chambers for detention, treatment, filtration, storage, infiltration, and conveyance. Serves municipalities, fire departments, and commercial facilities.
• Retail Solutions Coordination Manufacturer's representative services for integrated retail buildout solutions including lighting, architectural millwork, furniture, metal fabrication, refrigeration (JSI refrigerated display cases), graphics and digital branding, and construction engineering. Coordinates multiple vendors for multi-site retail rollout programs including the 100+ store Daiso US expansion.

Quantifiable outcome

• 90% reduction in potential leak points achieved with DoubleTrac flexible stainless steel piping at Midwest Data Center
• +2 more outcomes

Named customers22 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

27 partnerships are on record, tiered core, flagship and minor.

• Bravo SystemscoreChannel Partner/ Reseller/ DistributorS Bravo Systems provides dispenser, tank, transition and DEF containment sumps, fiberglass entry fittings, dispenser conversion frames, and load-rated manway covers. Serves petroleum and mission critical market segments.
• FedPro BrandscoreChannel Partner/ Reseller/ DistributorFedPro Brands supplies full line of pipe thread sealants, water-finding pastes, lubricants, paints, and cleaners for petroleum and automotive markets.
• IRPCOcoreChannel Partner/ Reseller/ DistributorIRPCO provides UL listed fuel-flow curb pump hose assemblies for retail fueling, as well as hoses for farms, marinas, fuel oil, LPG, aircraft fueling, tank trucks, and hydraulic applications.
• Performance InkcoreChannel Partner/ Reseller/ DistributorPerformance Ink supplies dispenser replacement parts, filters, nozzles, and petroleum industry products including UL-approved Fuel Dispenser Filters.
• PneumercatorcoreChannel Partner/ Reseller/ DistributorPneumercator provides leak detection in wired and wireless applications for above-ground and below-ground tanks, liquid-level controls, and tank management systems. Serves petroleum, mission critical, and water markets.
• SmartFill (Fluid Management Technology)coreChannel Partner/ Reseller/ DistributorSmartFill by FMT offers America's most advanced fuel management system for fuel accountability and fuel theft prevention. Also offers SmartFill OPT for unattended site management including payment acceptance and monitoring.
• Universal Valve CompanycoreChannel Partner/ Reseller/ DistributorUniversal Valve supplies manholes, bollards, pipe guards, island forms, spill containers, safety valves, fittings, and DEF stainless steel spill containment products.
• DoubleTrac (Omegaflex)flagshipChannel Partner/ Reseller/ DistributorDoubleTrac provides double containment stainless steel piping systems for diesel, gasoline, and biofuels with easy installation and zero permeation. Awarded Walsh Long 'Rep of the Year' for 2025 and 2026 consecutively. 30-year warranty on products. Products include UL Listed 316 stainless steel fuel pipe and flexible piping including DEF-Trac for DEF supply.
• Hunter Pump IslandcoreChannel Partner/ Reseller/ DistributorHunter Pump Island provides a refurbishing system that eliminates the cost of repairs and annual painting for pump islands.
• LSI IndustriesflagshipChannel Partner/ Reseller/ DistributorLSI Industries provides complete interior and exterior lighting solutions for petroleum/c-store, automotive, and QSR markets. Products include Scottsdale Legacy canopy fixtures, Slice area lights, Mirada wall sconces, Aureus High Bays, and CRUS canopy fixtures. Serving convenience stores for over 45 years.
• Phillips Fuel SystemscoreChannel Partner/ Reseller/ DistributorPhillips Fuel Systems provides pumping control systems for standby fuel applications serving mission critical infrastructure, pumping and controls to transfer fuel to day tanks and emergency generators.
• RCI TechnologiescoreChannel Partner/ Reseller/ DistributorRCI Technologies provides fuel-cleaning solutions including portable and stationary recirculating systems, filtering solutions, polishing units, and full range of purification solutions for fuel maintenance.
• Square D (Schneider Electric)coreChannel Partner/ Reseller/ DistributorSquare D by Schneider Electric provides dispenser management, pre-wired electrical distribution, lighting managers, surge protection equipment, and complete standby power solutions including automatic transfer switches.
• XerxesflagshipChannel Partner/ Reseller/ DistributorXerxes provides underground fiberglass double-wall storage tanks for petroleum, fuel, DEF, water, fire protection, and stormwater applications. Tank sizes range from 600-50,000 gallons. Also provides HydroChain stormwater management chambers.
• BorroughscoreChannel Partner/ Reseller/ DistributorBorroughs provides automotive parts storage, tire racks, workstations, and service benches for automotive market.
• EuroventcoreChannel Partner/ Reseller/ DistributorEurovent provides exhaust extraction and overhead fan systems designed for auto repair facilities and dealership service departments. Offers 3 and 5-blade HVLS fans.
• GracoflagshipChannel Partner/ Reseller/ DistributorGraco provides industry-leading oil management systems from bulk fluid pumping to precise dispensing, DEF Fluid Delivery Equipment, Pulse Pro system for real-time dispense tracking with DMS integration, and complete lubrication equipment including Fireball pumps, Husky pumps, and hose reels.
• Rhino Tuff TankscoreChannel Partner/ Reseller/ DistributorRhino Tuff provides stackable poly tanks for synthetic oils, hydraulic and transmission fluids, windshield wash, antifreeze, and DEF. Also offers Granby Tank double wall solutions for lubricants, waste oil, washer fluid, ATF, heating oil, and diesel blends up to B100.
• Red E ChargecoreChannel Partner/ Reseller/ DistributorRed E Charge provides complete EV charging hardware and software system with Level 2 and Level 3 DC fast-charging options. Stellar Series DC Fast Chargers offer up to 160kW charging speeds with dual-port chargers and user-friendly touchscreens.
• Hughes Tank CompanycoreChannel Partner/ Reseller/ DistributorHughes Tank Company provides cutting-edge UL 142 and Fireguard aboveground fuel and oil storage tanks with quick lead times, offered in both standard and customizable sizes.
• JSI (LSI Industries)coreChannel Partner/ Reseller/ DistributorJSI provides eye-catching, high-visibility refrigerated units and display cases for convenience stores, designed to maintain essential temperatures for food products.
• EnVision LEDminorChannel Partner/ Reseller/ DistributorEnVision LED provides broad range of high-efficiency LED lighting fixtures designed to complement lighting packages across a variety of applications.
• NualightminorChannel Partner/ Reseller/ DistributorNualight provides high-performance LED lighting solutions for refrigerated display cases in convenience store retail environments.
• RVEminorChannel Partner/ Reseller/ DistributorRVE provides energy management system that allows EV chargers and other equipment to be powered only when existing electrical infrastructure is under capacity.
• Bluediver (OEC)minorChannel Partner/ Reseller/ DistributorBluediver provides DEF submersible pumps for underground storage tanks.
• Petroleum Equipment Institute (PEI)minorOthersIndustry association for petroleum equipment professionals. Walsh Long founder Marion Long served on PEI's Board of Directors.
• MPACTminorOthersPetroleum industry tradeshow association. Walsh Long hosts annual customer appreciation dinner during MPACT Show.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• R.W. Smith & Associates: R.W. Smith & Associates is a regional manufacturers' representative agency serving the West Coast with a multi-line industrial and lighting portfolio, structurally comparable to Walsh Long's Midwest manufacturer rep model covering petroleum, lighting, and industrial equipment.
• McLendon & Associates: McLendon & Associates is a manufacturers' representative agency covering the Midwest and Texas with lighting, electrical, and industrial product lines, directly comparable to Walsh Long's territory sales manager model and channel-partner GTM.
• The Hurt Company: The Hurt Company is a Midwest-based manufacturers' representative agency representing industrial, electrical, and lighting manufacturers, overlapping Walsh Long in territory coverage, customer base (contractors, distributors, engineers), and rep commission model.
• Burr & Associates: Burr & Associates is an industrial manufacturers' representative agency serving multiple U.S. regions with similar product line breadth, comparable to Walsh Long in operating as a multi-line rep firm bridging manufacturers and distributor/contractor networks.
• Wiedeman-Brown Company: Wiedeman-Brown is a long-standing Midwest manufacturers' representative agency serving industrial customers, with structural similarity to Walsh Long in providing field sales coverage, technical specification support, and regulatory navigation across multiple equipment categories.

Broad incumbents

• Wesco International: Wesco International is a Fortune 500 electrical, communications, and utility distribution company that overlaps Walsh Long's electrical and lighting distribution channels. While Wesco buys and resells rather than earning rep commissions, it competes for the same end customers (contractors, c-stores, automotive) at greater scale and could absorb manufacturer relationships through direct purchasing.
• Sonepar USA: Sonepar USA is one of the largest electrical distribution networks in North America, overlapping Walsh Long in serving electrical contractors, c-stores, and industrial accounts with lighting and electrical products - a larger, broader incumbent against which Walsh Long's specialty rep model competes.
• Core-Mark International: Core-Mark International is a large convenience store and petroleum distributor, serving the same end customers Walsh Long targets (c-stores, fuel retailers). While it operates a different model (inventory distribution vs. rep commissions), it represents a broader incumbent whose scale advantages could pressure smaller specialty suppliers in the channel.

Emerging players

• ChargePoint: ChargePoint is a major EV charging hardware and network provider that competes with Red E Charge (one of Walsh Long's manufacturer lines). It is relevant as an emerging player that could disintermediate traditional rep-led EV charging go-to-market by selling directly to fuel retailers and convenience stores.
• EVBox: EVBox is a European-rooted EV charging solutions provider expanding in North America, overlapping Walsh Long's emerging EV charging vertical. Its growing direct sales presence in U.S. markets is an emerging competitive threat to rep-led EV hardware distribution.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

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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 Walsh Long & Company