George Morlan Plumbing

What George Morlan Plumbing does

George Morlan Plumbing Supply is a family-owned plumbing retailer and water heater service provider founded in 1927 by George Alfred Morlan in Portland, Oregon. The company operates three retail showrooms — Portland (5529 SE Foster Road), Tigard (12585 SW Pacific Highway on a 3-acre property), and Lincoln City (3748 SE High School Dr.) — plus additional distribution and service locations in Salem, Warrenton, Beaverton, and Bend. It stocks over 200,000 plumbing-related items spanning fixtures, faucets, pipe fittings, valves, drain parts, water heaters, and accessories from brands including TOTO, Moen, Delta, Grohe, Kohler, KWC, Pfister, Bradford White, Reliance, GE, and Noritz. The customer base spans three primary segments: individual homeowners tackling DIY projects, professional plumbers and contractors purchasing on trade accounts, and commercial properties requiring water heater solutions.

The company derives revenue from two principal streams: retail product sales (one-time license model) across the showrooms, and water heater sales, installation, and emergency repair services performed by in-house licensed, bonded, and insured technicians (hardware sales + professional services model). There is no proprietary technology platform; the offering is a physical retail and field-services business supported by a standard company website (georgemorlan.com) with no public API, mobile app, or developer integrations. A 24/7 emergency hotline (503-274-1444) and same-day, 7-day-a-week service availability anchor the water heater offering.

The go-to-market is sales-led and hybrid consumer/trade, with distribution through physical showroom visits, phone-based sales, and in-home installation visits. Pricing is not publicly disclosed; the company references a 'transparent pricing model' with free in-home estimates and volume-based discounts for water heater installations. The business is privately held under the Kramien family — Rick Kramien serves as CEO/President after purchasing the company in 1989, with Alex Kramien as COO and Amanda Kramien as CPO — and remains free of venture or institutional capital, generating no public funding history.

Name

George Morlan Plumbing

Legal name

George Morlan Plumbing Supply

Website

https://georgemorlan.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

George Morlan Plumbing Supply is a family-owned Oregon plumbing retailer and licensed water heater installer operating three showrooms and four additional service locations, serving homeowners, plumbers, contractors, and commercial customers since 1927.

Ownership category

akta.pro rank

Product category

Plumbing Supply and Water Heater Services

NAICS

Hardware Merchant Wholesalers (423710), Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Plumbing Fixtures & Faucets Showrooms (CRAIAFAC)

akta.pro secondary industries

Plumbing Parts & Supplies Retail (Pipes, Valves, Fittings) (CRAIADAD), Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Plumbing supply retail
• Water heater installation
• Plumbing fixtures
• Water heater service
• Plumbing parts distribution

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Plumbing Products Retail Sales: Retail sales of plumbing fixtures, parts, tools, and supplies through company showrooms. Over 200,000 items in stock including faucets, sinks, toilets, valves, pipe fittings, and accessories. Sales to both consumers and trade professionals.
2. Water Heater Sales and Installation: Sales and professional installation of water heaters (electric, gas, propane, hybrid, tankless). In-house licensed, bonded, and insured technicians provide installation services. Volume-based pricing discounts available.
3. Service and Repair: Emergency water heater repair services and ongoing maintenance support. 24/7 emergency hotline for urgent needs. Same-day service availability.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

George Morlan Plumbing Supply is a retail plumbing supply company operating three physical showrooms in Oregon that stock over 200,000 plumbing items — fixtures, faucets, pipes, fittings, valves, tools, and replacement parts — alongside specialty water heater products. Its flagship service is the sale, professional installation, and 24/7 emergency repair of electric, gas, propane, hybrid, and tankless water heaters for residential and commercial customers across the Portland and Salem metro regions.

Product overview

George Morlan Plumbing is a retail plumbing supply company operating as a single unified business model with multiple physical showroom locations. The core offering centers on the Supermarket of Plumbing concept, providing over 200,000 plumbing-related products across essential categories including plumbing tools, fixtures, faucets, pipe fittings, valves, drain parts, and toilet/bidet components. Their specialty products include water heaters (electric, gas, propane, hybrid, and tankless models) and heat pump water heaters. Installation and emergency repair services complement the retail product offerings, with in-house technicians providing same-day service. The company carries numerous third-party brands including Toto, Moen, Delta, Grohe, Kohler, KWC, Pfister, Reliance Water Heaters, Bradford White, GE, Noritz, and many others.

Differentiator

Problem solved

Functional benefit

Products and services

• Water Heater Sales and Installation Sales and professional installation of electric, natural gas, propane, hybrid, and tankless water heaters for residential and commercial customers across the Portland and Salem metro areas, with brands including Reliance, Bradford White, GE, and Noritz, free in-home estimates, and 24/7 emergency service.
• Water Heater Repair and Emergency Service 24/7 emergency water heater repair and same-day service delivered 7 days a week by in-house licensed, bonded, and insured technicians, accessible via the company's water heater service hotline at 503-274-1444.
• Heat Pump Water Heaters Hybrid electric heat-pump water heaters that combine traditional heating with modern technology for energy efficiency, eligible for a $500 instant Energy Trust of Oregon incentive plus utility rebates up to $1,000.
• Plumbing Supplies and Parts Over 200,000 plumbing-related items including essential plumbing tools, pipe fittings, valves, drain parts, toilet and bidet parts, and replacement parts for garbage disposals, water softeners, and water filtration systems, sold through three Oregon showrooms to homeowners, contractors, and commercial customers.
• Plumbing Fixtures Wide variety of plumbing fixtures including bathtubs, sinks, toilets, and showers in various styles and finishes for kitchen and bathroom applications, sold through company showrooms.
• Plumbing Faucets Faucets for kitchen sink, shower, bathroom sink, and tub from brands including Brizo, Moen, Toto, Kohler, Grohe, Waterstone, Delta, and Pfister, available in brushed nickel, chrome, stainless steel, and brass finishes.

Quantifiable outcome

• 24/7 availability 7 days a week for water heater emergencies
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• Portland Rose FestivalminorGTM or Marketing PartnerKey sponsor of the Portland Rose Festival. Long-standing community involvement as a key regional event sponsor.
• Salvation Army Operation Santa ClausminorGTM or Marketing PartnerAnnual sponsor of the Salvation Army 'Operation Santa Claus' program that offers support to needy families of troops deployed in the U.S. military.
• Children's Cancer SocietyminorGTM or Marketing PartnerThe GMP Design Center in NW Portland has hosted events for the Children's Cancer Society.
• Oregon Plumbing, Heating and Cooling Contractors AssociationminorGTM or Marketing PartnerThe GMP Design Center has hosted events for the Oregon Plumbing, Heating and Cooling Contractors Association.
• Greyhound Pet Adoption NWminorGTM or Marketing PartnerThe GMP Design Center has hosted events for Greyhound Pet Adoption NW.
• Building a Better America CouncilminorGTM or Marketing PartnerThe GMP Design Center has hosted events for the Building a Better America Council.

Scale indicators5 records

Recent moves12 records

Expansion highlights5 records

Emerging players

• PlumbersStock.com: Online-only plumbing supplies retailer offering fixtures, faucets, and parts with direct shipping. Represents the digital/online competitive threat to George Morlan's traditional showroom model.

Regional players

• Reece Plumbing: Largest plumbing supplies distributor in Australia and New Zealand with showrooms serving both consumers and trade. Highly comparable showroom-plus-trade model and category focus, though geographically concentrated in ANZ rather than the U.S.
• Cochrane Supply & Engineering: Regional distributor of plumbing, HVAC, and piping products across the U.S. Comparable contractor supply model and product categories, with similar showroom and trade-counter offerings to George Morlan.

Others

• Energy Trust of Oregon: Nonprofit administrator of Oregon energy efficiency programs, including the $500 instant incentive on heat-pump water heaters. Relevant as a key demand driver and program partner for George Morlan's water heater business.

Direct peers

• Keller Supply Company: Multi-branch plumbing products distributor serving the Pacific Northwest and Western U.S. with showrooms and contractor supply. Directly comparable in region and product mix, with similar dual retail and trade customer base.
• F.W. Webb Company: Northeast U.S. plumbing, heating, and HVAC distributor with showrooms and contractor supply operations. Comparable hybrid retail/trade model and broad plumbing product offering, though operating in a different geographic region.
• Winsupply: Cooperative of regional plumbing, heating, and industrial distributors serving contractors across the U.S. Comparable contractor supply model and product categories, with regional independent operators similar to George Morlan's regional positioning.

Broad incumbents

• Ferguson Enterprises: Largest U.S. wholesale distributor of plumbing, HVAC, and waterworks supplies. Comparable as a plumbing supply distributor serving contractors, builders, and trade customers, though at much greater national scale than George Morlan's regional retail showroom model.
• Hajoca Corporation: Large U.S. plumbing, heating, and cooling distributor with hundreds of locations. Comparable product mix (faucets, fixtures, water heaters, parts) and trade customer focus, though operating as a wholesale distributor rather than a retail showroom business.
• The Home Depot: National big-box home improvement retailer carrying plumbing fixtures, water heaters, and parts. Competes with George Morlan for DIY homeowners and pros alike, though with much broader product mix and lower price points.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GeorgeMorlanPlumbing
• Xx.com/geomorlanplmg

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 George Morlan Plumbing