Rundle-Spence
Rundle-Spence is a Wisconsin-based wholesale distributor of plumbing, heating, and industrial supplies, founded in 1871. Operating three branch locations and a Billtrust-powered e-commerce platform with mobile app, it serves contractors, builders, municipalities, and homeowners.
- Company typePrivate
- Founded1871
- HeadquartersNew Berlin, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Rundle-Spence does
Rundle-Spence is a Wisconsin-based wholesale distributor of plumbing, heating, and industrial supplies, founded in 1871 and headquartered in New Berlin (Milwaukee area). The company distributes a broad catalog spanning kitchen, bath, laundry, water heaters, hydronic heating and HVAC, pipe/valves/fittings, well and septic systems, pumps, and water conditioning equipment across more than 100 manufacturer brands including Rheem, Viega, Lochinvar, Rehau, Moen, Grundfos, and Fernco. Its primary customer segments are professional plumbing and HVAC contractors, architects/builders/remodelers, and manufacturers/institutions/municipalities/utilities, with homeowners served as a secondary segment.
The company operates a hybrid distribution model anchored by three physical branch locations — New Berlin/Milwaukee, Madison, and Fond du Lac — offering counter sales, a ShowPlace showroom (Madison), engineering and hydronic/solar/geo-thermal planning services, and a 'Red Hot Services' after-hours emergency line. Digital ordering is delivered through a Billtrust-powered B2B e-commerce website with account-based pricing and a branded mobile app on iOS and Android. Products are sold via counter sales at branches, phone/toll-free order lines, and the online storefront.
Rundle-Spence is a privately held company with 101–250 employees, no disclosed parent company, no funding rounds, and no M&A activity in the source data. Revenue and ownership are not publicly disclosed. Marketing and customer engagement rely on industry event sponsorships (Ticket to Success, Mike Spence Memorial Ride, Northwoods Fall Getaway), the e-commerce platform, and the mobile app, with platinum-tier manufacturer partnerships (Rheem, Viega, Capital Water Softeners, Cello Products, Westlake Pipe & Fittings) serving as a key channel for contractor loyalty.
Rundle-Spence firmographics
Firmographics- Name
- Rundle-Spence
- Legal name
- Rundle-Spence
- Website
- https://rundlespence.com
- Company type
- Private
- Founded year
- 1871
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Rundle-Spence is a Wisconsin-based wholesale distributor of plumbing, heating, and industrial supplies, founded in 1871. Operating three branch locations and a Billtrust-powered e-commerce platform with mobile app, it serves contractors, builders, municipalities, and homeowners.
- Ownership category
- akta.pro rank
Where Rundle-Spence is headquartered
LocationHeadquarters
- HQ city
- New Berlin
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Rundle-Spence business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Distribution Sales: Rundle-Spence generates revenue through the wholesale distribution of plumbing, heating, and industrial supplies. Products are sold to contractors, builders, manufacturers, municipalities, and homeowners through a combination of counter sales at physical locations and online ordering. Pricing appears to be account-based with login required for most product pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Account-based pricing for business customers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Rundle-Spence product offering
Product offeringCore offering
Rundle-Spence is a wholesale distributor of plumbing, heating, HVAC, water conditioning, and well/septic products serving contractors, builders, architects, manufacturers, municipalities, and homeowners in Wisconsin. It sells across categories including kitchen, bath, laundry, water heaters, hydronic heating and HVAC, pipe/valves/fittings, pumps, and well & septic systems from brands such as Rheem, Viega, Rehau, Lochinvar, and Fernco, distributed through three branch counters plus an e-commerce site and mobile app. The company also offers engineering services for hydronic, solar, and geo-thermal system design and after-hours emergency service through Red Hot Services.
Product overview
Rundle-Spence is a wholesale plumbing, heating, and industrial distributor serving contractors, architects, builders, manufacturers, institutions, municipalities, and homeowners in the Wisconsin area. The company operates as a B2B e-commerce storefront with a product portfolio organized into distinct categories: Kitchen, Bath, Laundry, Water Conditioning (including Water Softeners & Filters and RO Systems), Installation Aids/Tools/Supplies, Water Heaters, Hydronic Heating & HVAC (encompassing Boilers, Controls, Radiant Heating components, and Mini-Splits), Pipe/Valves/Fittings, Well & Septic systems (including pumps, tanks, flexible connectors), and Pumps. The platform is powered by Billtrust eCommerce and offers Red Hot Services for after-hours support, hydronic/geo-thermal planning, and engineering services. Products span multiple brands including Rheem, Lochinvar, Rehau, Fernco, Sioux Chief, Zurn, Prier, and Phoenix Forge, distributed across three Wisconsin locations in Milwaukee, Madison, and Fond du Lac.
Differentiator
Problem solved
Functional benefit
Products and services
- Kitchen Products
Companies that use Rundle-Spence
Customer profileSegments4 records
Ideal customer profiles3 records
Rundle-Spence technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rundle-Spence partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered supporting and primary.
- BilltrustsupportingBilltrust provides the e-commerce platform and B2B payment processing technology powering the Rundle-Spence website, including order management, payment processing, and account management capabilities.
- RheemprimaryRheem is a major water heater and HVAC manufacturer whose products are distributed through Rundle-Spence. Featured as a Platinum Sponsor in Ticket to Success event and prominently featured in product catalogs.
- ViegaprimaryViega is a leading manufacturer of piping systems whose products are distributed through Rundle-Spence. Featured as a Platinum Sponsor in Ticket to Success event.
- Capital Water SoftenerssupportingCapital Water Softeners is a water treatment manufacturer featured as a Platinum Sponsor of Rundle-Spence's Ticket to Success program.
- Cello ProductssupportingCello Products (water filtration) is featured as a Platinum Sponsor of Rundle-Spence's Ticket to Success program.
- Westlake Pipe & FittingssupportingWestlake Pipe & Fittings is featured as a Platinum Sponsor of Rundle-Spence's Ticket to Success program.
Scale indicators2 records
Recent moves1 record
Expansion highlights4 records
Rundle-Spence competitors and assessment
Company assessmentDirect peers
- Winsupply: Large US independent plumbing, heating, and industrial distributor operating through a network of local branded branches with contractor-focused sales and counter service — directly comparable to Rundle-Spence's branch-based distribution model.
- Hajoca Corporation: Largest US-owned wholesale distributor of plumbing, heating, and cooling supplies with a multi-local branch model serving contractors and institutions — directly mirrors Rundle-Spence's product mix and counter-sales operating motion.
- Morrison Supply Company: Independent regional plumbing, heating, and HVAC distributor with multi-location branches serving contractors and builders — similar branch model and assortment overlap to Rundle-Spence.
Broad incumbents
- Ferguson Enterprises: Largest US distributor of plumbing, heating, waterworks, and industrial supplies operating at national scale; broadly comparable assortment and customer base but with significantly broader geographic footprint and scale advantages.
- Johnstone Supply: Wholesale HVACR cooperative distributor with hundreds of independently owned local branches serving HVAC contractors — overlap in heating/HVAC categories and contractor-focused customer base, broader by virtue of the co-op scale.
- HD Supply Holdings: Large national distributor with extensive plumbing/HVAC/waterworks exposure serving contractors, municipalities, and industrial customers — comparable assortment but broader geography and scale than Rundle-Spence.
- ABC Supply Co. Largest US wholesale distributor of roofing, siding, and related building products with adjacent plumbing/HVAC exposure — overlapping customer base of contractors and builders though primarily roof/exterior focused.
Emerging players
- SupplyHouse.com: Pure-play e-commerce distributor of plumbing, heating, and HVAC supplies serving contractors and homeowners online — directly competes for the same end customers as Rundle-Spence but with a digital-only operating model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Rundle-Spence financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rundle-Spence leadership team
Management profileNumber of profiles
Rundle-Spence funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rundle-Spence 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 Rundle-Spence
What does Rundle-Spence do?
Rundle-Spence is a wholesale distributor of plumbing, heating, HVAC, water conditioning, and well/septic products serving contractors, builders, architects, manufacturers, municipalities, and homeowners in Wisconsin. It sells across categories including kitchen, bath, laundry, water heaters, hydronic heating and HVAC, pipe/valves/fittings, pumps, and well & septic systems from brands such as Rheem, Viega, Rehau, Lochinvar, and Fernco, distributed through three branch counters plus an e-commerce site and mobile app. The company also offers engineering services for hydronic, solar, and geo-thermal system design and after-hours emergency service through Red Hot Services.
Is Rundle-Spence a public or private company?
Rundle-Spence is a private company. It is classified as unknown and is currently operating.
When was Rundle-Spence founded?
Rundle-Spence was founded in 1871. It employs 101 to 250 people.
Where is Rundle-Spence based?
Rundle-Spence is headquartered in New Berlin, United States, in the North America region.
How does Rundle-Spence make money?
One revenue line is on record: product Distribution Sales.
Who are Rundle-Spence's main competitors?
Direct peers on record are Winsupply, Hajoca Corporation and Morrison Supply Company. Broad incumbents are Ferguson Enterprises, Johnstone Supply, HD Supply Holdings and ABC Supply Co.. SupplyHouse.com is listed as an emerging player.
Does Rundle-Spence have an API?
No public API is recorded for Rundle-Spence.