What Heely-Brown Co. Inc. does

Heely-Brown Co. Inc. is a privately held, family-owned roofing materials distributor founded in 1939 in Atlanta, Georgia, and currently led by William Brown, son of founder Howard Brown. The company operates nine physical branches across five southeastern states (Georgia, Alabama, Tennessee, South Carolina, and Florida), anchored by a 130,000-square-foot distribution center in Smyrna, Georgia, that supports over 500,000 square feet of warehouse capacity for shingle inventory.

The core product portfolio spans five roofing material categories (asphalt shingles, insulation and membrane, prep and finishing, metal roofing, and slate/tile/cedar roofing) drawn from 35+ manufacturer partnerships including GAF, CertainTeed, TAMKO, Owens Corning, Johns Manville, DaVinci, F-Wave, ATAS, and McElroy Metal. The company differentiates through in-house technical services: CAD-based tapered insulation engineering for roof drainage, certified FLIR thermal imaging for moisture detection, factory-trained LEISTER repair technicians, equipment rental and repair operations, and commercial crane delivery using the largest crane in the Atlanta roofing market at 23.5 tons and 100-foot reach.

Heely-Brown's go-to-market is a branch-led B2B sales motion targeting professional roofing contractors across residential and commercial segments, with secondary exposure to homeowners and commercial property owners. Revenue is generated through wholesale material distribution, tool and equipment sales, equipment rentals, repair services, and crane delivery. Pricing is fully quote-based with no public list pricing, orders are taken at counter or via a website quote request, and fulfillment runs next-day or within 48 hours through the company's owned fleet and delivery infrastructure.

Name

Heely-Brown Co. Inc.

Legal name

Heely-Brown Company

Website

https://heelybrown.com

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

101–250 employees

Short description

Heely-Brown Co. Inc. is a family-owned roofing materials distributor founded in 1939, operating nine branches across five southeastern U.S. states from a 130,000 sq ft Smyrna, Georgia headquarters, supplying contractors with shingles, insulation, metal, and equipment plus tapered engineering, thermal imaging, repair, and crane services.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Roofing Materials Distribution: Wholesale distribution of comprehensive roofing materials including shingles (GAF, CertainTeed, TAMKO, Owens Corning), metal roofing, slate, tile, cedar roofing, insulation, and membrane products. Revenue generated through product sales with delivery to contractors.
2. Roofing Equipment & Tools Sales: Sales of roofing-specific equipment including DeWalt tools, LEISTER heat guns, ladder hoists, generators, roof cutters, sweepers, kettles, and fasteners. Also sells used equipment.
3. Equipment Rental: Rental services for roofing equipment including lifts, hoists, and other tools. One of the largest rental services in Metro Atlanta area.
4. Equipment Repair Services: Repair services for roofing equipment including plastic welders, industrial hot air blowers, and general roofing tools. Factory-trained technicians provide repairs and maintenance.
5. Crane Services: Commercial rooftop delivery service using the largest crane in Atlanta roofing market (23.5 tons, 100 feet reach). Limited to Metro Atlanta area.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Heely-Brown Co. Inc. is a wholesale distributor of roofing materials, equipment, and tools serving residential and commercial roofing contractors across the southeastern United States. The company operates nine branch locations across five states, stocking shingles, insulation, membranes, metal roofing, slate/tile/cedar products, and contractor-grade tools from major manufacturers. It supplements product distribution with value-added services including tapered insulation engineering, thermal imaging inspections, equipment rental and repair, and commercial crane delivery.

Product overview

Heely-Brown Co. Inc. is a roofing materials distributor serving the southeastern United States since 1939. The company operates as a single-location-turned-multi-branch organization with nine branches across five states. The core product portfolio consists of five main roofing material categories (Roofing Shingles, Roof Insulation & Membrane, Roof Prep & Finishing, Metal Roofing, and Slate/Tile/Cedar Roofing) supplemented by a comprehensive Roofing Equipment, Tools & Hardware division. Major shingle brands include CertainTeed, GAF, Tamko, and Owens Corning. Services include Tapered Engineering (CAD-based insulation design), Heat Gun Service, Crane Services (23.5-ton crane), Tool & Equipment Repair, Used Equipment sales/rentals, and Thermal Imaging for moisture detection. The company also distributes specialized brands like LEISTER plastic welding equipment, OMG roofing products, and Johns Manville fasteners. Led by William Brown, the company has grown from a small warehouse to a 130,000 square foot distribution center in Smyrna, Georgia.

Differentiator

Problem solved

Functional benefit

Products and services

• Roofing Shingles Asphalt roofing shingles from major manufacturers including CertainTeed, GAF, Tamko, and Owens Corning. Stocks over 500,000 square feet of warehouse space with brands like GAF Timberline, GAF Sienna, GAF Grand Sequoia, and Tamko Heritage. Sold primarily to roofing contractors for residential and commercial projects.
• Roof Insulation & Membrane Roof insulation and membrane products including TPO membranes from Johns Manville, tapered insulation systems, polyisocyanurate (ISO) boards, expanded polystyrene (EPS), and extruded polystyrene (XEPS) from manufacturers such as Atlas, Hunter ISO, and Cellofoam. Sold to commercial and residential roofing contractors.
• Roof Prep & Finishing Commercial and residential roof preparation and finishing materials including roof hatches, underlayment, sealants, coatings, and ventilation products from brands like GAF HydroStop, Grace Ice & Water Shield, and CertainTeed WinterGuard. Sold to roofing contractors.
• Metal Roofing Metal roofing materials and systems from ATAS International and McElroy Metal, including metal wall panels, metal roof systems, and engineered edge metal. Sold to residential and commercial roofing contractors.
• Slate, Tile & Cedar Roofing Premium roofing materials including natural slate, composite slate from DaVinci, synthetic shingles from F-Wave REVIA, and cedar roofing products with accessories like Cedar Breather ventilation underlayment. Sold to roofing contractors and homeowners for premium projects.
• Roofing Equipment, Tools & Hardware Complete line of roofing-specific equipment including DeWalt power tools, LEISTER plastic welding tools, OMG roofing products, Stanley-Bostitch fasteners, Tapco brake tools, ladder lifts, generators, roof cutters, sweepers, and fasteners from TruFast, Johns Manville, and Olympic. Sold to roofing contractors.
• Tapered Engineering Services Computer-aided design (CAD) tapered insulation system layouts for flat and sloped roofs enabling positive drainage to interior roof drains, scuppers, or exterior of buildings. Produces scaled shop drawings pinpointing exact placement of tapered insulation panels. Projects are typically priced within 24 hours. Sold to commercial roofing contractors and building owners.
• Thermal Imaging Services Certified in-house thermographers using FLIR thermal cameras for roof moisture detection and preventative maintenance scanning for commercial roofing applications. Process involves measuring during day and scanning during evening hours to identify areas with wet insulation that retain heat. Sold to commercial building owners and contractors.
• Crane Services Commercial rooftop delivery service using the largest crane in the Atlanta roofing market with 23.5 tons capacity and 100 feet reach height, 20-foot bed and 24-foot trailer towing capability. Limited to Metro Atlanta service area. Sold to commercial roofing contractors and building owners.
• Tool & Equipment Repair
• Used Equipment Sales and Rental Used equipment sales and rental services for roofing equipment including lifts, hoists, and other tools. One of the largest rental services in the Metro Atlanta area, with expert service staff inspection ensuring quality. Sold to roofing contractors.

Quantifiable outcome

• Largest crane in Atlanta roofing market: 23.5 tons capacity, 100 feet reach height
• +2 more outcomes

Named customers4 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

Feature2 records

Partnerships

37 partnerships are on record, tiered core and standard.

• LEISTERcoreTechnology or IntegrationHeely-Brown sells and services LEISTER plastic welding and process heat solutions, the worldwide leader in hot air tools. Factory-trained technicians provide repair inspections and maintenance for LEISTER products. LEISTER solutions are used for roofing reinforcement and homogeneous membranes made of PVC-P, PE, ECB, EPDM, CSPE, CPA, TPO, and modified bitumen.
• DeWaltstandardChannel Partner/ Reseller/ DistributorDeWalt roofing and framing solutions distributed through Heely-Brown locations. Products include roofing tools with tool-free indexed depth setting, integrated rafter hooks, and easy jam clearing features.
• GAFcoreChannel Partner/ Reseller/ DistributorMajor shingle and roofing material brand carried at Heely-Brown. Products include Timberline, Sienna, Grand Sequoia, Grand Canyon, and related roofing materials.
• CertainTeedcoreChannel Partner/ Reseller/ DistributorMajor roofing shingle manufacturer with over 300 roofing product options. Heely-Brown carries CertainTeed products including WinterGuard waterproofing components.
• Owens CorningcoreChannel Partner/ Reseller/ DistributorTotal Protection Roofing System provider. Heely-Brown distributes Owens Corning roofing products known for advanced science combining engineered components for performance and beauty.
• TAMKOcoreChannel Partner/ Reseller/ DistributorOne of the largest roofing manufacturers in the nation. Products include Heritage, Berkshire, and Supreme shingle lines carried at Heely-Brown.
• Johns ManvillecoreChannel Partner/ Reseller/ DistributorManufacturer of insulation, roofing materials, and engineered products for over 160 years. Heely-Brown stocks full line including TPO membranes, ISO insulation, and fasteners including UltraFast AccuTrac system, JM Purlin Fastener, and Nail-Lok products.
• ATAS InternationalstandardChannel Partner/ Reseller/ DistributorLeading manufacturer of sustainable building envelope technologies including metal walls and metal roof systems. Family-owned American company with 55+ years of quality craftsmanship.
• McElroy MetalstandardChannel Partner/ Reseller/ DistributorSupplier of broad range of metal roofing products constructed from top-of-the-line materials for residential and commercial applications.
• DaVinci RoofscapesstandardChannel Partner/ Reseller/ DistributorManufacturer of composite roofing tiles inspired by natural beauty of cedar shake and slate. Developed with state-of-the-art polymer chemistry for durability and aesthetic appeal.
• F-WavestandardChannel Partner/ Reseller/ DistributorManufacturer of REVIA synthetic shingles - highest quality synthetic shingles on the market. Impact-resistant shingles with 50-Year WeatherForce Advantage Warranty.
• OMG Roofing ProductsstandardChannel Partner/ Reseller/ DistributorLeading global manufacturer of value-added components for commercial roofing including insulation and membrane-fastening systems, retrofit roof drains, pipe supports, edge metal systems, and productivity tools.
• East Point EquipmentstandardChannel Partner/ Reseller/ DistributorAtlanta manufacturer of commercial roofing equipment since 1986. Heely-Brown carries full line of GATOR equipment including generators, roof cutters, sweepers, wheelbarrows, trash chutes, kettles, and hot asphalt equipment.
• Stanley-BostitchstandardChannel Partner/ Reseller/ DistributorManufacturer of top-quality fastening tools and fasteners for industrial, construction, and home improvement. Products include pneumatic staplers, nailers, compressors, and specialty fasteners.
• Tapco ToolsstandardChannel Partner/ Reseller/ DistributorManufacturer of professional-grade brakes, saw tables, and accessories for roofing fabrication with site-condition durability and precise bends and cuts.
• TruFaststandardChannel Partner/ Reseller/ DistributorManufacturer and distributor of unique fastening solutions for commercial roofing since 1981. Known for high-quality products and outstanding customer service.
• VersicostandardChannel Partner/ Reseller/ DistributorRoofing systems manufacturer offering variety of fasteners and plates including pre-assembled choices for VersiGard installations, purlin fasteners for metal retrofit systems, and HPVX plates for VersiWeld options.
• R.M. Lucas Co.standardChannel Partner/ Reseller/ DistributorSpecialist in coatings, sealants, and adhesives for roofing trade. Products include solvent-based and water-based coatings, aluminum coatings, asphalt coatings, primers, and adhesives.
• Geocel (Sherwin-Williams)standardChannel Partner/ Reseller/ DistributorDivision of Sherwin-Williams focused exclusively on producing sealants for roofing industry. Products include 3300 and 3500 polyurethane sealants designed specifically for roofing.
• BASF (MasterSeal)standardChannel Partner/ Reseller/ DistributorMasterSeal NP 1 - one-component, high-performance elastomeric polyurethane sealant. Reduces sound transmission in partition systems and provides long-lasting acoustical seal.
• Benjamin ObdykestandardChannel Partner/ Reseller/ DistributorManufacturer of Cedar Breather ventilated underlayment that protects wood roofing by providing continuous airflow between solid roof deck and shingles or shakes.
• Cedar Shake and Shingle BureaustandardOthersNonprofit organization promoting use of Certi-label cedar roofing and sidewall products. Provides Certi-wood advice and educates public and building code officials.
• AtlasstandardChannel Partner/ Reseller/ DistributorRoofing insulation manufacturer - only provider of polyisocyanurate insulation without a membrane system. Offers flexible approach with many leading membrane manufacturers.
• DerbigumstandardChannel Partner/ Reseller/ DistributorGlobal manufacturer of modified bitumen roofing systems. Produces sustainable roofing systems installed by trained contractors for long-term waterproofing service.
• CellofoamstandardChannel Partner/ Reseller/ DistributorManufacturer of expanded polystyrene (EPS) insulation for commercial roofing. Products include flute fill, fan fold, tapered EPS, and FR composite options.
• Hunter PanelsstandardChannel Partner/ Reseller/ DistributorPolyiso insulation manufacturer - cornerstone of green building. Provides #1 insulating material for thermal efficiency in commercial and residential, roof or wall applications.
• GCP Applied Technologies (Grace)standardChannel Partner/ Reseller/ DistributorManufacturer of Grace Ice & Water Shield self-adhered roof underlayment - a composite of rubberized asphalt and HD polyethylene film for waterproofing protection.
• Air VentstandardChannel Partner/ Reseller/ DistributorManufacturer of complete line of attic ventilation products including durable, high-performance vent systems. Leading expertise in attic ventilation.
• Babcock-DavisstandardChannel Partner/ Reseller/ DistributorManufacturer of roof hatches providing safe access to roof areas of commercial buildings. Products meet building, fire, and life safety requirements.
• BilcostandardChannel Partner/ Reseller/ DistributorManufacturer of roof hatches for safe access to roof areas via interior ladder, ship stair, or service stair. Features designed for easy one-hand operation.
• Fry RegletstandardChannel Partner/ Reseller/ DistributorManufacturer since 1949 of metal wall panels, column covers, reveals, and trims. Also produces GRAPH universal wall panel system.
• Georgia-Pacific GypsumstandardChannel Partner/ Reseller/ DistributorAward-winning drywall and construction solutions. Dens fiberglass mat gypsum panels are inherently mold and moisture resistant.
• KarnakstandardChannel Partner/ Reseller/ DistributorManufacturer of sustainable roof coatings, sealants, and waterproofing products meeting Energy Star and LEED requirements. Products restore and extend roof life while reducing environmental impact.
• Trumbull (Owens Corning)standardChannel Partner/ Reseller/ DistributorAsphalt products manufacturer since 1921 for built-up roofing, sealant, pavement, and specialty asphalt products. Industry leader in asphalt research and quality control.
• USGstandardChannel Partner/ Reseller/ DistributorHigh-performance roofing solutions including roof boards for commercial and building applications.
• MSA (Midstate)standardChannel Partner/ Reseller/ DistributorManufacturer of Quik-Felt synthetic underlayment and Ice & Water Shield products. Lightweight synthetic base designed for composite and metal roofing applications.
• TranzSporter (Laddervator)standardChannel Partner/ Reseller/ DistributorPlatform lift hoist ideal for moving shingles, felt, insulation to hard-to-reach locations. Features collapsible carriage with cam followers, aluminum deck, and rolled goods bracket.

Scale indicators7 records

Recent moves10 records

Expansion highlights4 records

Direct peers

• Foundation Building Materials: Specialty distributor of building products including insulation, gypsum, roofing, and metal framing with branches across the Sunbelt. Comparable in contractor focus and Southeast coverage.
• ABC Supply Co. Largest wholesale distributor of roofing, siding, windows, and other exterior building products in North America with 800+ branches. Directly comparable to Heely-Brown as a roofing materials distributor serving contractors, but at vastly greater national scale.
• Lansing Building Products: Mid-Atlantic and Southeast-focused distributor of exterior building products including roofing, siding, windows, and trim. Directly comparable in regional contractor focus and category breadth.
• Roofing Corp of America: Multi-regional roofing products distributor formed via roll-up acquisitions, with branches across the Southeast and Midwest. Directly comparable in roofing-only focus and contractor service model.
• Beacon Building Products: Publicly traded national distributor of roofing, waterproofing, and building products with 500+ branches. Comparable in product mix (shingles, insulation, membranes, accessories) and contractor customer base.
• Allied Building Products: Major national distributor of roofing, siding, windows, and interior products serving contractors. Now part of Beacon, offering directly overlapping roofing product mix and contractor customers.
• SRS Distribution: National roofing and building products distributor with 700+ branches across the US, acquired by Home Depot in 2024. Directly competes with Heely-Brown in the Southeast on roofing materials and is a key competitor for premium brand allocations.

Broad incumbents

• Ferguson Enterprises: Large publicly traded distributor of plumbing, HVAC, and building products. Adjacent peer with similar scale and contractor customer base, but not a roofing specialist.
• White Cap (formerly HD Supply Construction Solutions): Large national distributor of specialty construction supplies including concrete, fasteners, tools, and roofing accessories. Overlaps with Heely-Brown in tools and fasteners but operates across broader trades.

Regional players

• Gulf Coast Building Products: Regional building products distributor serving the Gulf Coast market with roofing, siding, and related materials. Comparable regional contractor focus, though primarily Florida/Gulf-centric versus Heely-Brown's broader Southeast footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hbroofsupply
• Facebookfacebook.com/heely-brown-company-888769777880076
• LinkedInlinkedin.com/company/heely-brown-co.-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Heely-Brown Co. Inc.