What Niagara Conservation does

Niagara Conservation Corporation is a Flower Mound, Texas-based, family-owned manufacturer of ultra-high-efficiency plumbing fixtures, founded in 1974 by William (Bill) Cutler and operating for 50 years as of 2024. The company's core product platform is built on three proprietary technologies: Stealth Technology (a patented vacuum-assisted hydraulic flush system enabling 0.8 GPF toilet operation), EcoLogic Technology (1.28 GPF siphonic flush), and EquiForce Technology (pressure-compensating flow control for showerheads and aerators), with additional IP around HotStart temperature-activated shut-off. Its commercial catalog spans the Original Stealth, Phantom, Nano (0.6 GPF average), and Sentinel toilet lines, a portfolio of EquiForce-enabled showerheads (Earth, Bi-Max, HealthGuard, HotStart, Luxury Spa, Rainfall Spa, Sava Spa, Vara Spa) and aerators (Dual Spray, Tri-Max, Dual Thread, Tamperproof), plus bundled UHET Water-Saving Kits that combine a Stealth toilet with showerheads and aerators for whole-bath retrofits. All major products carry EPA WaterSense, MaP Premium, and/or ASME certifications.

The company monetizes primarily through one-time hardware sales to four end markets: residential consumers (largely via The Home Depot retail partnership and direct e-commerce), multifamily property owners and managers (via the dedicated pro portal, wholesale distributor network, and direct enterprise field sales), plumbing contractors and trade professionals (via pro.niagaracorp.com with Find-a-Rep functionality and specifier resources), and water utilities plus government agencies (via the Green City Program and rebate-channel partnerships). Pricing follows a one-time perpetual model with MSRPs starting around $149 for entry-level Stealth and approximately $290 for Phantom, supplemented by volume discounts and quote-based wholesale pricing. Revenue is rounded out by replacement parts and professional installation services for commercial and multifamily projects. The company is led by founder/President William Cutler, CEO and Chairman Bill Cutler, and EVP Carl Wehmeyer, with no external private equity or venture capital ownership.

Name

Niagara Conservation

Legal name

Niagara Conservation Corporation

Website

https://niagaracorp.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

Niagara Conservation is a 50-year, family-owned Texas manufacturer of ultra-high-efficiency toilets (down to 0.6 GPF), showerheads, aerators, and UHET retrofit kits built on patented Stealth, EcoLogic, and EquiForce technologies, selling to residential consumers via The Home Depot, multifamily property managers, plumbing contractors, and water utilities through utility rebate programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Flower Mound

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toilet Sales: Primary revenue from selling ultra-high-efficiency toilets (Stealth, Phantom, Nano, Ecologic lines) to residential, commercial, and multifamily customers through retail and wholesale channels.
2. Showerheads and Aerators: Sales of water-efficient showerheads (Earth, Bi-Max, HealthGuard, HotStart, Luxury Spa, Sava Spa, Vara Spa lines) and faucet aerators with various flow rates.
3. UHET Water-Saving Kits: Bundle sales of complete water-saving kits combining toilets, showerheads, and aerators for property retrofits and new construction projects.
4. Replacement Parts and Professional Services: Sales of replacement parts for installed products and professional installation services for commercial/multifamily projects.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Niagara Conservation designs, manufactures, and distributes ultra-high-efficiency water-saving plumbing fixtures—primarily toilets, showerheads, and aerators—built around proprietary vacuum-assisted and hydraulic flush technology. It sells these products to homeowners, trade professionals, property managers, and utilities through retail, wholesale, and direct channels.

Product overview

Niagara Conservation offers a comprehensive portfolio of water-saving plumbing fixtures built around its proprietary Stealth Technology and EcoLogic Technology platforms. The core product line centers on ultra-high-efficiency toilets including the Original Stealth (0.8 GPF), Phantom (0.8 GPF), Nano (0.6 GPF average), and Sentinel (1.28 GPF with EcoLogic), all featuring patented vacuum-assist flush systems. The product ecosystem extends to showerheads under the Earth, Bi-Max, HealthGuard, HotStart, Luxury Spa, Rainfall Spa, Sava Spa, and Vara Spa brands, and aerators including Dual Spray, Tri-Max, Dual Thread, and Tamperproof models—all utilizing EquiForce pressure-compensating technology. Niagara also offers bundled solutions through its UHET (Ultra-High-Efficiency Technology) Water-Saving Kits that combine Stealth toilets with compatible showerheads and aerators for complete residential and multifamily retrofits.

Differentiator

Problem solved

Functional benefit

Brands

• Stealth Technology: Patented air- and water-based toilet technology enabling 0.8 GPF or less water usage per flush
• EcoLogic Technology
• UHET Water-Saving Kits
• EquiForce Technology
• Green City Program
• Original Stealth
• Phantom Toilet
• Nano Toilet

Products and services

• Original Stealth Toilet Ultra-high-efficiency toilet using proprietary Stealth vacuum-assist flush technology to reduce water use per flush, marketed to homeowners and commercial buyers seeking water savings.
• Phantom Toilet Water-saving toilet model within Niagara's ultra-high-efficiency toilet line for residential and commercial installations.
• Nano Toilet Ultra-high-efficiency toilet designed for low water consumption, part of Niagara's conservation-focused fixture range.
• Sentinel Toilet Water-saving toilet model in Niagara's lineup aimed at residential and commercial water-efficiency applications.
• Earth Showerhead Low-flow water-saving showerhead designed to reduce water and energy use while maintaining pressure, sold to consumers and trade buyers.
• Bi-Max Showerhead Dual-setting water-saving showerhead offering selectable flow rates for conservation, part of Niagara's showerhead range.
• HealthGuard Showerhead Water-efficient showerhead in Niagara's product line designed for conservation in residential and commercial settings.
• HotStart Showerhead Showerhead featuring proprietary HotStart technology to conserve water and energy while waiting for water to heat, reducing wasted water.
• Luxury Spa Showerhead Premium water-saving spa-style showerhead within Niagara's Spa showerhead collection for consumers seeking efficiency with comfort.
• Rainfall Spa Showerhead Rainfall-style spa showerhead engineered for reduced water flow within Niagara's premium showerhead line.
• Sava Spa Showerhead Spa-style water-saving showerhead in Niagara's premium Spa collection.
• Vara Spa Showerhead Spa-style water-efficient showerhead within Niagara's premium showerhead range.
• Dual Spray Aerator Low-flow faucet aerator with dual-spray functionality to cut water usage at the tap, sold to consumers and trade buyers.
• Tri-Max Aerator Multi-flow faucet aerator offering selectable water-saving flow rates within Niagara's aerator line.
• Dual Thread Aerator Water-saving faucet aerator with dual-thread fitting for broad faucet compatibility.
• Tamperproof Aerator Tamper-resistant low-flow faucet aerator designed for public and commercial installations to ensure sustained water savings.
• UHET Water-Saving Kits Bundled ultra-high-efficiency water-saving kits combining fixtures such as toilets, showerheads, and aerators for utilities, property managers, and conservation programs.

Quantifiable outcome

• Up to 20,000 gallons saved per household annually
• +6 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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

• The Home DepotflagshipChannel Partner/ Reseller/ Distributor · 1 April 2017Major retail distribution partner for Niagara products. Hosted #WhatTheFlush campaign events in parking lots. All Niagara toilets, faucets, and showers sold through Home Depot are WaterSense labeled. Partnership driving significant sales volume and water savings (700+ million gallons projected from campaign period sales).
• West Coast Water Utilities and DistrictsminorGTM or Marketing Partner · 1 April 2017Six West Coast water utilities and districts partnered with Niagara and Home Depot for #WhatTheFlush campaign one-day conservation events.
• Critical MentionminorGTM or Marketing Partner · 1 January 2017Media monitoring company partnered on #WhatTheFlush campaign. Campaign won Best of the Best at PRSA-NY Big Apple Awards.
• Jenni PulosminorGTM or Marketing Partner · 1 January 2017Bravo 'Flipping Out' personality featured in #WhatTheFlush campaign 'Potty Talk' video to raise awareness about water conservation.
• City of Santa MonicacoreStrategic or Co-development Partner · 1 January 2014City government partnered with Community Corp of Santa Monica to implement pilot program using Niagara UHET kits. City provided rebate funding through The Metropolitan Water District of Southern California.
• Apartment Water Management Company LLC (AWMC)coreChannel Partner/ Reseller/ DistributorWater management company installs Niagara UHET kits on multifamily projects. Uses Niagara products on all projects citing Niagara as industry leader in efficiency. Manages property retrofits for water conservation.
• Cobb County Water SystemcoreStrategic or Co-development PartnerGovernment utility financing Green City Program that enables building owners to retrofit with Niagara UHET products. Program provides financial savings for property owners and residents while supporting water conservation goals.
• DeKalb County Watershed DepartmentminorStrategic or Co-development PartnerCounty watershed department helped implement and complete water conservation efforts at The Reserve at Stone Creek property using Niagara UHET kits.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Kohler Co. Kohler is a broad-incumbent plumbing fixtures manufacturer spanning toilets, faucets, showerheads, and bathroom accessories. Competes with Niagara on high-efficiency toilet SKUs and showerhead flow rates, but offers a much wider portfolio across kitchen, bath, and power systems.
• Moen Incorporated: Moen is a broad-incumbent manufacturer of faucets, showerheads, and water-saving accessories. Competes with Niagara across aerator and showerhead lines and brings substantially larger marketing and channel scale, including major retail partnerships.
• Delta Faucet Company: Delta Faucet is a broad-incumbent manufacturer of faucets, showerheads, and related plumbing fixtures with WaterSense-labeled flow-rate products. Competes with Niagara's aerator and showerhead SKUs and serves overlapping trade and retail channels.

Direct peers

• American Standard Brands: American Standard is a directly comparable peer manufacturing toilets, showerheads, and faucets with WaterSense-labeled high-efficiency products targeting residential and commercial/multi-family customers with similar ROI-driven retrofit messaging.
• Fluidmaster: Fluidmaster is a directly comparable peer in toilet components, fill valves, flappers, and water-saving internal parts. Overlaps with Niagara on tank-internal mechanisms and replacement-parts revenue streams.
• Sloan Valve Company: Sloan is a direct peer in commercial-grade water-efficient plumbing fixtures including flushometers, toilets, and sensor-based faucets. Strong overlap with Niagara on commercial/multifamily specification work and rebate-driven retrofit projects.
• Bradley Corporation: Bradley manufactures commercial plumbing fixtures including water-efficient toilets, wash fountains, and shower systems for institutional and hospitality settings, overlapping with Niagara's commercial and hospitality customer base.
• Gerber Plumbing Fixtures: Gerber is a directly comparable peer manufacturing vitreous china plumbing fixtures including WaterSense-certified toilets, competing with Niagara on value-tier high-efficiency toilets for multifamily and residential new construction.
• TOTO USA: TOTO is the leading manufacturer of high-efficiency and dual-flush toilets in North America, directly competing with Niagara's Stealth and Phantom lines on GPF, WaterSense certification, and specification in multifamily and commercial projects.

Others

• Pfister (Spectrum Brands): Pfister manufactures faucets and shower products under the Spectrum Brands portfolio, adjacent to Niagara's aerator/showerhead business but focused primarily on traditional decorative fittings rather than ultra-high-efficiency flagship differentiation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/niagarastealth
• Facebookfacebook.com/niagaraconservation
• LinkedInlinkedin.com/company/niagara-conservation

Compliance5 records

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 Niagara Conservation