FactoryPure
FactoryPure is a family-owned, direct-to-consumer e-commerce retailer in San Antonio, Texas, selling authorized multi-brand generators, mobility scooters, water heaters, air purifiers, and stoves to residential homeowners and contractors across 48 US states via a Shopify storefront and in-house phone team.
- Company typePrivate
- Founded2015
- HeadquartersSan Antonio, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What FactoryPure does
FactoryPure is a family-owned, direct-to-consumer e-commerce retailer headquartered in San Antonio, Texas, founded by brothers Michael and Eugene Ravitsky and operating continuously for over a decade. The company functions as an authorized multi-brand online dealer of power equipment, HVAC products, and home appliances, with a core assortment spanning portable and standby generators, mobility scooters, tankless and mini-tank water heaters, air purifiers, wood and pellet stoves, and log splitters. It carries more than ten major brands including Generac, Westinghouse, Duromax, Kohler, Champion, Cummins, Yamaha, Briggs & Stratton, Firman, and Rinnai, and ships to customers across 48 contiguous US states with free shipping on most products and a price ladder ranging from roughly $28 accessories to over $52,000 standby generator systems. Customer-facing infrastructure is built on Shopify, augmented by Google Analytics, Hotjar, and third-party review platforms (Shopper Approved, Trustpilot, Judge.me), with sales transacted through the storefront, phone orders at (888) 999-1522, sales callbacks, and live chat handled by in-house Texas-based product experts rather than outsourced call centers.
The business model is pure-play hardware resale with no subscription or service-revenue component. Pricing is per-unit across a wide SKU range, with Affirm financing available on orders over $50 and email-delivered gift cards in fixed denominations of $10-$200. Customer concentration is intentionally distributed: the primary segment is residential homeowners seeking backup power, heating, mobility, and air quality solutions, with a secondary use-case segment of contractors and tradespeople buying job-site equipment. Marketing is multi-channel — Google Ads paid search (the subject of a documented Shopify scaling case study), SEO, email, live chat, and earned media across Newsweek, USA Today, Inc. Magazine, the San Antonio Business Journal, and multiple e-commerce podcasts — yielding 16,259 verified Shopper Approved reviews and a 4.8/5 Trustpilot rating. The company has been recognized on Inc. 5000 (2019-2025), FT Americas Fastest Growing Companies (2020-2025), Newsweek's America's Best Online Shops (2025-2026), and USA Today Best Stores in America (2026), and self-reports scaling to 8-figure annual revenue.
FactoryPure firmographics
Firmographics- Name
- FactoryPure
- Legal name
- FactoryPure
- Website
- https://factorypure.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FactoryPure is a family-owned, direct-to-consumer e-commerce retailer in San Antonio, Texas, selling authorized multi-brand generators, mobility scooters, water heaters, air purifiers, and stoves to residential homeowners and contractors across 48 US states via a Shopify storefront and in-house phone team.
- Ownership category
- akta.pro rank
FactoryPure industry classification
Industry- Product category
- Online Retail of Power Equipment, HVAC, and Home Appliances
- NAICS
- Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (423620)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)
- akta.pro secondary industry
- Appliance Parts, Accessories & Installation Kits Retail (CRACACAJ)
Keywords
Where FactoryPure is headquartered
LocationHeadquarters
- HQ city
- San Antonio
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FactoryPure business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D
Revenue model
- Product Sales: Revenue generated through direct merchandise sales of generators, outdoor power equipment, mobility scooters, water heaters, air purifiers, and related products. Products sold at various price points from approximately $28 to over $50,000. Gift cards available in denominations of $10, $25, $50, $100, and $200.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wide product range with variable pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
FactoryPure product offering
Product offeringCore offering
FactoryPure is a direct-to-consumer e-commerce retailer operating as an authorized dealer of power equipment, HVAC products, and home appliances. It sells generators (portable, standby, tri-fuel, inverter), wood and pellet stoves, log splitters, mobility scooters, water heaters (tankless and mini-tank), and air purifiers from brands such as Generac, Westinghouse, Duromax, Kohler, Champion, Cummins, Yamaha, Briggs & Stratton, and Firman, shipping to customers across the contiguous United States through its Shopify-based online storefront, with phone, live chat, and email support from its San Antonio, Texas headquarters.
Product overview
FactoryPure is an authorized dealer e-commerce platform specializing in power equipment, HVAC, and home appliances. The company operates as a multi-brand online retailer offering six core product categories: Generators (portable, standby, tri-fuel, and inverter models from brands including Generac, Westinghouse, Duromax, Kohler, Champion, Cummins, Yamaha, Briggs & Stratton, GENMAX, and Firman), Log Splitters (gas and electric models), Mobility Scooters (various brands with different battery types), Water Heaters (tankless and mini-tank electric and gas models), Air Purifiers (HEPA filtration and UV-C systems), and Wood & Pellet Stoves. FactoryPure sells products directly through its Shopify-based e-commerce platform and offers gift cards as an additional service. The company positions itself as a family-owned business providing expert product advice through phone, email, and live chat support.
Differentiator
Problem solved
Functional benefit
Products and services
- Generators (Portable, Standby, Tri-Fuel, and Inverter) Whole-product-category offering of generators sold as an authorized dealer of leading brands including Generac, Westinghouse, Duromax, Kohler, Champion, Cummins, Yamaha, Briggs & Stratton, GENMAX, and Firman. Range covers portable generators, whole-home standby generators with automatic transfer switches (10kW to 60kW), inverter generators, and tri-fuel models supporting gasoline, propane, and natural gas; intended for residential homeowners and contractors needing backup or portable power.
- Wood & Pellet Stoves Heating stoves including wood stoves, pellet stoves, gas stoves, and fireplace inserts sold as an authorized dealer of brands such as Drolet, England's Stove Works, Pleasant Hearth, Comfortbilt, US Stove, PelPro, Breckwell, and Ventis; intended for residential heating applications.
- Log Splitters / Power Equipment Gas-powered and electric log splitters for wood processing, including brands such as Landworks, Super Handy, Ramsplitter, Power King, and Oregon with splitting forces ranging from 6.5 tons to 42 tons; intended for homeowners and contractors.
- Mobility Scooters Electric personal mobility scooters from brands including EV Rider, Zip'r, Vive Health, Metro Mobility, Reyhee, Shoprider, Afikim, and Ephesus Mobility, with lithium-ion and SLA battery options, varying weight capacities, and range specifications; intended for individuals with mobility limitations.
- Water Heaters (Tankless and Mini-Tank) Tankless and mini-tank electric and gas water heaters from brands including Eccotemp, Ariston, Mizudo, Rinnai, Marey, EZ Tankless, Excel, Stiebel Eltron, Chronomite, and Rheem, with capacities ranging from 4 to 115 gallons; intended for residential hot water supply.
- Air Purifiers Home and commercial air purifiers and air scrubbers, including HEPA filtration systems, UV-C light purifiers, and negative air machines from brands such as Airdog, Kwikool, Sunpentown, and Costway; intended to remove airborne pollutants such as dust and mold.
- Gift Card FactoryPure gift cards available in fixed denominations of $10, $25, $50, $100, and $200, delivered by email with instructions to redeem at checkout.
Quantifiable outcome
- 10+ years in business with consistent growth
- +2 more outcomes
Companies that use FactoryPure
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
FactoryPure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
FactoryPure partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- GeneraccoreFactoryPure is an authorized dealer of Generac products, offering a wide range of generators including portable, standby, and inverter models along with accessories such as transfer switches, covers, and cords.
- WestinghousecoreAuthorized dealer of Westinghouse products including generators, pressure washers, and tankless water heaters.
- DuromaxcoreAuthorized dealer of Duromax and DuroStar generators and power equipment.
- KohlercoreAuthorized dealer of Kohler standby generators ranging from 12kW to 60kW for residential and commercial applications.
- ChampioncoreAuthorized dealer of Champion generators, accessories, log splitters, pressure washers, solar products, and snow blowers.
- CumminscoreAuthorized dealer of Cummins Onan generators, transfer switches, accessories, and power stations.
- FirmanminorAuthorized dealer of Firman generators and accessories.
- YamahaminorAuthorized dealer of Yamaha generators including inverter and conventional models.
- Briggs & StrattoncoreAuthorized dealer of Briggs & Stratton standby generators and transfer switches.
- ShopifycoreFactoryPure operates on Shopify's e-commerce platform, utilizing Shopify's checkout, analytics, and marketing tools.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
FactoryPure competitors and assessment
Company assessmentDirect peers
- Power Equipment Direct: Power Equipment Direct is an online retailer of generators, pressure washers, and outdoor power equipment operating multiple specialty storefronts. It is the closest comparable to FactoryPure in business model, category mix, and DTC e-commerce approach.
- Electric Generators Direct: Electric Generators Direct is a specialized online retailer focused exclusively on standby, portable, and inverter generators from major brands. It competes with FactoryPure directly in the generator category using a similar e-commerce and expert-advice model.
- Total Home Supply: Total Home Supply is a family-owned online retailer specializing in water heaters, generators, and HVAC equipment. Its product mix, small-team DTC model, and authorized-dealer status make it a directly comparable peer to FactoryPure.
- Norwall Power Systems: Norwall Power Systems is an authorized online dealer specializing in residential and commercial generators from brands like Generac, Kohler, and Briggs & Stratton. Its specialized focus and DTC model make it a directly comparable peer to FactoryPure's generator business.
Broad incumbents
- Northern Tool + Equipment: Northern Tool + Equipment is a multi-channel retailer of generators, power equipment, and tools with both e-commerce and physical stores. It overlaps significantly with FactoryPure's product mix and serves similar residential and contractor customers at greater scale.
- Home Depot: Home Depot is the largest US home improvement retailer carrying generators, water heaters, air purifiers, and stoves across all its product categories. It competes with FactoryPure on selection, price, and increasingly on digital customer experience.
- Lowe's: Lowe's is a major US home improvement retailer with overlapping assortments in generators, water heaters, and air quality products. It is a broad competitor to FactoryPure in the same home equipment categories.
- Amazon: Amazon is the dominant online marketplace carrying all of FactoryPure's product categories from many of the same brands. It competes on selection, price, and Prime delivery speed, representing the largest competitive threat to FactoryPure's e-commerce business.
Others
- Generac Power Systems: Generac is the leading manufacturer of backup generators and FactoryPure's most prominent brand partner. Generac's direct website and authorized dealer network create both the supply backbone of FactoryPure's business and a competitive threat if Generac shifts more sales direct.
- Rinnai: Rinnai is a major manufacturer of tankless water heaters that FactoryPure carries as an authorized dealer. Rinnai's growing direct-to-consumer and 'Find a Dealer' capabilities represent both a brand partner and a potential disintermediation risk for FactoryPure's water heater category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
FactoryPure social profiles
Digital presenceFactoryPure financial estimates
Financial estimateRevenue estimate
Valuation estimate
FactoryPure leadership team
Management profileNumber of profiles
Profiles2 records
FactoryPure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FactoryPure 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 FactoryPure
What does FactoryPure do?
FactoryPure is a direct-to-consumer e-commerce retailer operating as an authorized dealer of power equipment, HVAC products, and home appliances. It sells generators (portable, standby, tri-fuel, inverter), wood and pellet stoves, log splitters, mobility scooters, water heaters (tankless and mini-tank), and air purifiers from brands such as Generac, Westinghouse, Duromax, Kohler, Champion, Cummins, Yamaha, Briggs & Stratton, and Firman, shipping to customers across the contiguous United States through its Shopify-based online storefront, with phone, live chat, and email support from its San Antonio, Texas headquarters.
Is FactoryPure a public or private company?
FactoryPure is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FactoryPure founded?
FactoryPure was founded in 2015. It employs 1 to 10 people.
Where is FactoryPure based?
FactoryPure is headquartered in San Antonio, United States, in the North America region.
How does FactoryPure make money?
One revenue line is on record: product Sales.
Who are FactoryPure's main competitors?
Direct peers on record are Power Equipment Direct, Electric Generators Direct, Total Home Supply and Norwall Power Systems. Broad incumbents are Northern Tool + Equipment, Home Depot, Lowe's and Amazon. Others are Generac Power Systems and Rinnai.
Does FactoryPure have an API?
No public API is recorded for FactoryPure.
What industry is FactoryPure in?
FactoryPure's product category is Online Retail of Power Equipment, HVAC, and Home Appliances. Its primary akta.pro industry code is CRAOAFAJ, HVAC, Water Heaters & Indoor Air Quality Distribution, with a secondary code of CRACACAJ, Appliance Parts, Accessories & Installation Kits Retail. Its NAICS code is 423620 and its SIC code is 5070.