Welder Supply Company

What Welder Supply Company does

Welder Supply Company is a privately held, family-owned welding equipment and supplies retailer founded in 1938 and headquartered in Beloit, Wisconsin. The company operates a hybrid omnichannel model combining six brick-and-mortar retail locations across Wisconsin and Illinois (Beloit, Big Bend, Burlington, West Allis, Crystal Lake, Rockford) with a national e-commerce storefront at WeldersSupply.com supported by five regional distribution hubs. Its core offering is a multi-brand catalog of welding machines, plasma cutters, auto-darkening and passive welding helmets, personal protective equipment, apparel, and consumables sourced through authorized-dealer relationships with the dominant industry manufacturers — Miller Electric, Lincoln Electric, Hypertherm, ESAB, 3M Speedglas, Optrel, Tillman, Hobart, and Forney, among others.

The company's technology stack is centered on its e-commerce platform with integrated product catalog, inventory management, and the Welders Rewards loyalty program (structured as Apprentice/Journeyman/Master tiers with points accrual and tier-based free shipping thresholds). Customer acquisition is driven through digital channels (SEO, email, social media across five platforms), manufacturer co-marketing and rebate programs, and physical retail presence. Order fulfillment offers same- or next-day shipping from regional hubs, free shipping on orders over $300, and a 14-day return policy on new sealed products.

The business model is transactional retail: revenue is generated through one-time equipment and consumable sales with no subscription component, supplemented by loyalty-program-driven repeat purchases. The customer base spans professional welders, DIY hobbyists, welding students, and industrial/manufacturing buyers — with "hundreds of thousands of customers" served cumulatively. The company is geographically concentrated in the U.S. Midwest for physical retail, with international e-commerce shipping available subject to standard restrictions excluding Alaska and Hawaii.

Name

Welder Supply Company

Legal name

Welder Supply Company

Website

https://weldersupply.com

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

1–10 employees

Short description

Welder Supply Company is a family-owned welding equipment and supplies retailer founded in 1938, operating six retail stores in Wisconsin and Illinois alongside a national e-commerce platform serving professional welders, DIY hobbyists, students, and industrial buyers with multi-brand authorized-dealer products from Miller, Lincoln Electric, Hypertherm, and ESAB.

Ownership category

akta.pro rank

Product category

Welding Equipment & Supplies

NAICS

Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810), Hardware, and Plumbing and Heating Equipment and Supplies Merchant Wholesalers (4237)

SIC

Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Welding, Joining & Soldering Equipment (Arc, Resistance, Friction, Brazing) (IMAHADAH)

akta.pro secondary industries

Welding & Plasma Power Supplies (Industrial welders, cutting power sources) (IMAGADAI), Flame & Heat Protective Foundry/Welding Apparel (CRAAALAL)

Keywords

• Welding equipment
• Welding supplies
• Welding helmets
• Plasma cutters
• Welding apparel

Headquarters

HQ city

Beloit

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Welding Equipment Sales: One-time sales of welding machines, plasma cutters, welding helmets, safety equipment, accessories, and consumables. Revenue generated through direct product sales with manufacturer rebates and promotional pricing to drive purchases. No subscription component.
2. Apparel and Accessories: Sales of welding apparel including jackets, gloves, caps, pants, and aprons. Flame-resistant and protective workwear sold alongside equipment as complementary products.
3. Loyalty Program Revenue Support: The Welders Rewards loyalty program drives customer retention and increases average order value through tiered benefits, free shipping thresholds, and exclusive access to sales and giveaways.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Welder Supply Company is a multi-brand welding equipment and supplies retailer selling welding machines, plasma cutters, auto-darkening and passive welding helmets, welding apparel and PPE, filler metals, and consumables from manufacturers such as Miller, Lincoln Electric, Hypertherm, ESAB, 3M Speedglas, Optrel, Tillman, Revco Black Stallion, and Hobart. The company fulfills orders through six physical retail stores in Wisconsin and Illinois and a nationwide e-commerce storefront at WeldersSupply.com, backed by phone-based expert sales support and a free tiered Welders Rewards loyalty program.

Product overview

Welder Supply Company operates as a multi-brand welding equipment and supplies retailer offering a comprehensive portfolio of welding products across distinct categories. The core offering centers on welding machines from major manufacturers including Miller (MIG/Multi-process/Dynasty/Bobcat series), Lincoln Electric (POWER MIG/Ranger/VIKING helmets), and Hypertherm (Powermax plasma cutters). The product line extends to welding helmets featuring advanced lens technologies such as Miller's ClearLight 4X, Lincoln's 4C technology, and Optrel's Crystal Lens Technology. Safety apparel includes Tillman leather and FR cotton products, Revco Black Stallion PPE, and Kromer welding caps. The company also offers a full range of accessories including consumables, replacement parts, and specialized tools. A free Welders Rewards loyalty program provides tiered benefits based on purchase volume.

Differentiator

Problem solved

Functional benefit

Products and services

• Welding Machines Multi-brand lineup of MIG, TIG, Stick, multi-process, engine-driven, and battery-powered welding machines from Miller (Millermatic, Multimatic, Syncrowave, Bobcat, Trailblazer, Dynasty), Lincoln Electric (POWER MIG, Ranger), Hobart (Champion Elite), Forney, and ESAB, sold to professional welders, fabricators, industrial users, and DIY hobbyists.
• Plasma Cutters Plasma cutting systems including Hypertherm Powermax series (30 XP/AIR, 45 SYNC, 65 SYNC, 85 SYNC, 105 SYNC) with SmartSYNC cartridge technology, Lincoln Tomahawk, Miller plasma cutters, Thermal Dynamics Cutmaster, and CNC-compatible models for industrial, fabrication, and portable cutting applications.
• Welding Helmets Auto-darkening and passive welding helmets from Miller (Digital Infinity, Digital Elite, Digital Performance, Classic, PAPR II, T94), Lincoln VIKING (3350, 2450, 1840 with 4C lens technology), 3M Speedglas (9100XXi), Optrel Panoramaxx and SphereX (Crystal Lens Technology, ShadeTronic, FadeTronic), Jackson Safety, ESAB Sentinel, and Blue Demon, including PAPR (Powered Air-Purifying Respirator) helmets.
• Welding Apparel and PPE Welding apparel including Tillman leather jackets (Freedom Flex), Tillman FR cotton products (Firestop jackets, capes, sleeves) made with Westex fabrics, Revco Black Stallion gloves and PPE (BSX line, AngelFire women's gloves, hi-vis vests), Kromer welding caps, welding jackets, shirts, sweatshirts, aprons, bibs, gloves, pants, chaps, coveralls, backpacks, and additional safety equipment.
• Welding Accessories and Consumables Welding and plasma cutting accessories including MIG guns, TIG torches, filler metals (MIG wire, TIG rod, stick electrodes), welder carts, running gear, plasma cutting torches, consumable parts and cartridges, replacement headgear, cover lenses, inside lenses, magnifying lenses, helmet bags, cutting guides, plasma cutting tables, and Blue Demon welding consumables.
• Welders Rewards Loyalty Program Free loyalty program with three tiers (Apprentice, Journeyman, Master) based on annual spend, awarding points per dollar spent (1 to 1.5 points per $1 depending on tier), tier-specific free-shipping thresholds ($300 to $99), exclusive sales access, signup and referral bonuses, and review incentives for Welder Supply Company customers.
• Welding Safety Equipment Personal protective equipment for welding environments including respirators, safety glasses, hearing protection, and face shields, complementing welding helmets and apparel for full welder PPE solutions.

Quantifiable outcome

• Free shipping on orders over $300
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and secondary.

• Miller ElectriccoreOthersPrimary brand partner offering full line of Miller welding machines, plasma cutters, helmets, and accessories. Company is a certified Miller dealer with promotional bundles, rebates, and exclusive offers on Miller products. Featured prominently as a top brand partner on the platform.
• Lincoln ElectriccoreOthersMajor brand partner for Lincoln Electric welders, plasma cutters, VIKING helmets, and accessories. Company participates in Lincoln's Buy Red, Save Green rebate program with up to $1,200 in savings and stackable accessory rebates.
• HyperthermcoreOthersAuthorized Hypertherm distributor for Powermax plasma cutters with promotional consumable bundles, up to $428 in free consumables with Powermax purchases, and student rebates from $250-$650.
• ESABsecondaryOthersPartner for ESAB welding equipment, plasma cutters, helmets, and consumables. Company participates in ESAB Burn & Earn promotional program with up to $400 in savings on ESAB, Victor, and Thermal Dynamics products.
• 3M SpeedglassecondaryOthersAuthorized dealer for 3M Speedglas auto-darkening welding helmets and safety equipment.
• OptrelsecondaryOthersPartner for Optrel welding helmets featuring panoramic auto-darkening technology, Crystal Lens Technology, and proprietary ShadeTronic and FadeTronic features.
• TillmansecondaryOthersAuthorized distributor for Tillman welding gloves, safety apparel, leather jackets, aprons, and protective equipment.

Scale indicators3 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Weldfabulous: Specialized online welding supply retailer offering machines, consumables, and accessories. Comparable as a direct niche e-commerce competitor in welding equipment distribution.
• Baker's Gas & Welding Supplies: Direct competitor specializing in welding equipment, plasma cutters, helmets, and consumables through online and physical stores in the Midwest. Highly comparable as a welding-focused multi-brand retailer targeting professional and hobbyist welders with similar product mix (Miller, Lincoln, ESAB, etc.).
• WeldingMart: Online retailer specializing in welding equipment, helmets, apparel, and consumables from major brands. Comparable as a multi-brand welding e-tailer serving both professional and DIY customers in the same niche.
• Cyberweld: Online welding supply retailer selling machines, consumables, helmets, and accessories from Miller, Lincoln, ESAB, and others. Comparable as a direct e-commerce competitor focused exclusively on welding, though without brick-and-mortar presence.

Broad incumbents

• McMaster-Carr: Iconic industrial supply e-commerce company selling equipment, raw materials, and tools with same-day shipping. Comparable as a high-service e-commerce industrial retailer, though broader product scope and no specialized welding expertise.
• Grainger: Fortune 500 industrial supply distributor offering MRO products including welding equipment, PPE, and consumables to businesses. Comparable because it competes for the same professional welder and industrial customer base, though welding is a small slice of a much broader MRO catalog.
• MSC Industrial: Large US metalworking and industrial supply distributor serving manufacturers with cutting tools, MRO supplies, and welding products. Comparable overlap in serving metalworking/fabrication customers, though broader industrial focus.
• Ferguson (Wolseley Industrial): Large plumbing, HVAC, and industrial supply distributor with significant welding products exposure. Comparable overlap in serving industrial buyers with welding and metalworking supplies, though broader distribution focus.
• Airgas (Air Liquide): Largest US distributor of welding, industrial, medical, and specialty gases and related supplies. Comparable as the dominant incumbent in welding equipment and consumables distribution, but operates as a much larger multi-product B2B/B2C supplier with national scale.

Emerging players

• Fab Supply: Smaller online welding supply retailer targeting fabrication shops and hobbyists with consumables and equipment. Comparable as a niche welding-focused retailer, though smaller scale and primarily e-commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/weldersupply
• YouTubeyoutube.com/channel/UCf-ALK09vubdQB5_QRXTVfw/videos?view=0&sort=p
• Facebookfacebook.com/335562973127477
• LinkedInlinkedin.com/company/welders-equipment-co
• Instagraminstagram.com/welderssupplyco

Compliance2 records

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&A

Investments

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

Frequently asked questions about Welder Supply Company