Rubenstein Supply Company
Rubenstein Supply Company is a family-owned wholesale plumbing, heating, and HVAC distributor founded in 1943, operating four branches and a retail showroom across the San Francisco Bay Area to serve trade contractors and homeowners.
- Company typePrivate
- Founded1943
- HeadquartersOakland, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Rubenstein Supply Company does
Rubenstein Supply Company is a family-owned wholesale distributor of plumbing, heating, and HVAC products headquartered in Oakland, California. Founded in 1943 by three Rubenstein brothers who salvaged plumbing fixtures from their father's demolition business, the company has operated continuously for over 80 years and now runs four wholesale branches (Oakland, San Rafael, San Pablo, San Jose) plus a dedicated retail showroom in San Jose. It serves two distinct customer segments: trade professionals (plumbers, HVAC technicians, contractors, remodelers) purchasing through wholesale accounts, and end consumers purchasing for kitchen/bath remodels through the showroom and online. The company is led by owner-CEO Craig Rubenstein (sole owner since 2002), President Matt Laiolo (since 1991), CFO Shima Saremi, and VP of Operations Chris Walther (promoted 2021), and remains entirely privately held with no institutional investment disclosed.
The core product portfolio spans major plumbing and HVAC manufacturers including TOTO, Pfister, Moen, Grohe, Delta Faucet, American Standard, Noritz, and Oatey, with featured lines in heat-pump water heaters (Noritz Eco Touch), premium faucets and bath collections, smart/touchless faucet technologies (Delta Touch2O, Proximity Sensing), and decorative shower drains. The Showroom at Rubenstein, opened in March 2015, houses working displays of showers, tubs, toilets, bidets, steam units, and a dry sauna, with one of the largest TOTO displays in California, enabling tactile product testing that differentiates the consumer experience from pure e-commerce competitors. Technology is centered on the Eclipse B2B/B2C web order entry system, which lets registered trade accounts check inventory, view account-specific pricing, manage open orders and saved quotes, and place orders online; it is an internal portal rather than a public-facing platform.
Revenue mechanics are transaction-based wholesale and retail distribution: trade accounts are billed at account-specific pricing on a pay-as-you-go basis, while consumer purchases occur at showroom counters or via online checkout, with no public list prices published. GTM motion combines enterprise field sales through branch counter staff, inside sales via phone/fax/email, event-driven Counter Day and BBQ manufacturer events at branches, and a direct-to-consumer showroom channel in San Jose. The company maintains memberships in industry associations (ASA, PHCC, NARI, WSA) and buying groups (AD, The Commonwealth Buying Group) to access collective purchasing economics, and pursues local brand-building through community sponsorships (Oakland Ballers, San Jose Giants, San Jose State Athletics, Toys For Tots, local Little Leagues).
Rubenstein Supply Company firmographics
Firmographics- Name
- Rubenstein Supply Company
- Legal name
- Rubenstein Supply Company
- Website
- https://rubensteinsupply.com
- Company type
- Private
- Founded year
- 1943
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Rubenstein Supply Company is a family-owned wholesale plumbing, heating, and HVAC distributor founded in 1943, operating four branches and a retail showroom across the San Francisco Bay Area to serve trade contractors and homeowners.
- Ownership category
- akta.pro rank
Rubenstein Supply Company industry classification
Industry- Product category
- Wholesale Plumbing and HVAC Distribution
- NAICS
- Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Home Décor, Housewares & Gifts Distribution (CRAOAFAB)
Keywords
Where Rubenstein Supply Company is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Rubenstein Supply Company business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Plumbing & HVAC Product Distribution: Wholesale distribution of plumbing, heating, and sheet metal products. Sells to both plumbing professionals (contractors, plumbers, tradespeople) and consumers/homeowners. Revenue is generated through the markup on products sourced from manufacturer partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Wholesale accounts for plumbing professionals |
| One time/ perpetual license | Pay-as-you-go | Consumer/retail purchases at showroom or online |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
Rubenstein Supply Company product offering
Product offeringCore offering
Rubenstein Supply Company is a wholesale distributor of plumbing, heating, and sheet metal products founded in 1943, operating five locations across the San Francisco Bay Area. The company distributes products from major manufacturers (TOTO, Pfister, Moen, Grohe, Delta, American Standard, Noritz, Oatey) to plumbing and HVAC trade professionals through wholesale branches and to homeowners/DIY consumers through its dedicated San Jose showroom.
Product overview
Rubenstein Supply Company is a Bay Area wholesale plumbing and HVAC distributor founded in 1943, operating as a customer service company that distributes supplies. The company offers a unified distribution model combining wholesale branch locations (Oakland, San Pablo, San Rafael, San Jose) with a retail showroom experience (The Showroom at Rubenstein in San Jose) and B2B/B2C ecommerce through their Eclipse ordering system. Their product portfolio centers on plumbing fixtures and supplies from major manufacturers including TOTO, Pfister, Delta, GROHE, Moen, American Standard, Noritz, and Oatey. Featured product categories include water heaters (Noritz Eco Touch Heat Pump, Noritz Hybrid Hot Series), faucet collections (GROHE Zedra, GROHE Eurocube, Delta Kayra, Pfister Rhen, Pfister Vaneri, Moen Hadley), toilet products (American Standard Rumson, American Standard VorMax), shower solutions (Oatey Designline Drains, Delta Steam Showers), and finishing technologies (Delta Lumicoat, Delta Proximity Sensing, Delta Touch2O). The company serves both plumbing professionals and do-it-yourselfers, differentiating through product expertise, showroom demonstrations, and multi-channel access.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholesale Plumbing and HVAC Distribution Core wholesale distribution of plumbing fixtures, heating equipment, HVAC materials, and sheet metal products from major manufacturers (TOTO, Pfister, Moen, Grohe, Delta, American Standard, Noritz, Oatey) to plumbing and HVAC trade professionals through four Bay Area branch locations (Oakland, San Rafael, San Pablo, San Jose). Customers can purchase via counter, phone, fax, email, or the Eclipse online portal with account-based wholesale pricing.
- The Showroom at Rubenstein A dedicated retail showroom in San Jose featuring working displays of showers, tubs, toilets, bidets, steam units, and dry saunas that allows homeowners and DIY consumers to touch, feel, and test products before purchasing. Operates as a separate consumer-facing channel distinct from the wholesale branches.
- Online Ordering (Eclipse System) A B2B/B2C ecommerce platform enabling existing customers to check inventory, pricing, place orders, manage saved quotes, and review account status. New customers can browse and create accounts to begin the ordering process.
- Pfister Rhen Bath Collection Sculpturesque bathroom faucet collection featuring Push & Seal drain, Spot Defense finish protection, Push Button Diverter, TiteSeal installation, and Pforever Seal ceramic disc valve technology.
- Pfister Vaneri Bathroom Collection Elegant bathroom collection with modern silhouette, Push & Seal drain technology, Spot Defense finish protection, and ceramic disc valve technology.
- Delta Kayra Bath Collection Transitional-style bathroom collection featuring H2Okinetic Technology, In2ition Two-in-One showers, MagnaTite Docking, and WaterSense certification.
- GROHE Zedra Kitchen Faucet Collection Kitchen faucet collection featuring SilkMove technology, triple/dual spray functions with Blade spray, 360-degree swivel, GROHE Zero guarantee for lead-free water, and German engineering precision.
- Noritz Eco Touch Heat Pump Water Heater Heat pump water heater featuring up to 3.48 UEF efficiency, ENERGY STAR certification, 10-year warranty, hybrid/electric/heat pump/super/vacation operation modes, cement-lined tank, and quiet operation at 54 dB.
- Noritz Hybrid Hot Series Commercial Water Heater Commercial tankless with storage water heater combining tank and tankless technologies. Features 119-gallon cement-lined tank, up to 199,900 BTUH, common venting for up to 6 units, 0.96 Uniform Energy Factor, and 10-year warranty.
- TOTO Toilet and Bathroom Products TOTO toilet and bathroom products including the Cadet toilet line, featured prominently with one of the largest TOTO displays in California at the San Jose showroom.
- American Standard VorMax Toilet Toilet featuring VorMax flushing technology with CleanCurve rim design and EverClean surface for superior bowl cleaning.
- American Standard Rumson Toilet Two-piece chair-height elongated toilet with PowerWash rim, oversized flush valve, and EverClean surface for antimicrobial protection.
- Oatey Designline Decorative Shower Drains Linear shower drains with adjustable leveling feet, 2-inch outlet adaptor, compatible with PVC and CPE waterproofing liners, and debris basket for hair catching.
- Moen Water Filtration Products Four-stage reverse osmosis filtration systems and single-stage advanced filtration systems reducing over 70-95 contaminants including PFOA, PFOS, lead, and pharmaceuticals.
Companies that use Rubenstein Supply Company
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Rubenstein Supply Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rubenstein Supply Company partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered minor and core.
- American Supply Association (ASA)minorActive member of ASA, an industry trade organization for plumbing, HVAC, and kitchen/bath product distributors. Membership provides networking, advocacy, and industry engagement.
- AD (Associated Distributors)minorActive member of AD, a buying group and marketing cooperative for independent distributors in the plumbing, HVAC, and refrigeration industries.
- NARI (National Association of the Remodeling Industry)minorActive member of NARI, the professional association for the home remodeling industry, supporting relationships with remodeling contractors.
- PHCC (Plumbing-Heating-Cooling Contractors Association)minorActive member of PHCC, serving plumbing and HVAC contractors through industry advocacy, education, and networking.
- Western Suppliers Association (WSA)minorActive member of WSA, a regional trade association for suppliers in the western United States.
- The Commonwealth Buying GroupminorActive member of a buying group enabling collective purchasing power and access to competitive pricing from manufacturers.
- Oakland BallersminorProud sponsor of the Oakland Ballers, a Pioneer League independent baseball team. The Ballers won the 2025 Pioneer League Championship in just their second season.
- San Jose GiantsminorProud partner of the San Jose Giants minor league baseball team, bringing families and fans together throughout the season.
- San Jose State AthleticsminorProud supporter of San Jose State University athletics, the Spartans athletic program.
- Toys For TotsminorAnnual toy drive partner bringing joy to local families each holiday season.
- Oakland SkatesminorSponsor of Oakland Skates, a revival of a Bay Area original ice hockey organization bringing back community energy and spirit.
- Local Little LeaguesminorSupport for youth baseball through local Little League organizations across the Bay Area.
- TOTOcoreOne of the largest TOTO display distributors in California, featuring extensive TOTO products including toilets and Washlets at the San Jose showroom.
- PfistercoreMajor product partner featured prominently in showroom displays and blog content, including the Vaneri and Rhen bathroom collections.
- MoencoreMajor product partner featured in blog content and showroom, covering kitchen faucets, bathroom collections, and water filtration products.
- GrohecoreKey manufacturer partner for kitchen and bath faucet products including Zedra, Eurocube, Minta, and Essence collections.
- Delta FaucetcoreFeatured manufacturer partner for bathroom and kitchen faucets, touchless technology, steam showers, and specialty finishes like Lumicoat.
- American StandardcoreFeatured product partner for toilets including the Champion and Rumson lines, and VorMax flush technology.
- NoritzcoreFeatured partner for tankless and heat pump water heaters including the Eco Touch Heat Pump and Hybrid Hot Series.
- OateycoreFeatured partner for shower drains including the Designline decorative shower drain products.
Scale indicators5 records
Recent moves9 records
Expansion highlights5 records
Rubenstein Supply Company competitors and assessment
Company assessmentBroad incumbents
- Ferguson Enterprises: The largest US distributor of plumbing, HVAC, and waterworks products operating across the country including California. Highly comparable in core product categories (plumbing fixtures, water heaters, HVAC) but operates at vastly larger national scale and serves broader commercial/industrial customers beyond the residential trade.
- Watsco: Largest US distributor of HVAC and refrigeration equipment and parts, publicly traded. Highly comparable on the HVAC and water-heater side of Rubenstein's assortment, though it does not play in plumbing fixtures and serves larger commercial accounts.
- ABC Supply Co. Largest US wholesale distributor of roofing, siding, and exterior building products with a heavy West Coast presence. Comparable in being a branch-based pro-contractor distributor in the Bay Area, though overlapping mainly in adjacent categories rather than direct plumbing.
- HD Supply (White Cap): National distributor of construction supplies and tools serving professional contractors, with a strong Northern California footprint. Comparable in serving Bay Area trade pros via branches, though focused on tools and construction materials rather than plumbing fixtures.
Direct peers
- Hajoca Corporation: Large US wholesale distributor of plumbing, heating, and industrial supplies, also privately held and family/employee-owned with a long operating history. Most direct analog to Rubenstein's trade-counter-driven, branch-based distribution model across the Western US.
- Winsupply: US-based cooperative distribution group for plumbing, HVAC, and industrial supplies with local operating companies that share co-op purchasing power. The local-dealer model with shared buying-group leverage is highly comparable to Rubenstein's branch strategy and AD membership approach.
- SRS Distribution: National residential building products distributor covering roofing, plumbing, HVAC, and specialty products with strong West Coast presence. Comparable in plumbing/HVAC product mix and contractor-oriented GTM, though broader in category and significantly larger in scale.
- H.P. Starr: Western US wholesale plumbing and heating distributor with a long operating history and branch network across multiple states. Comparable as a regional plumbing wholesale peer with a similar trade-customer base and product line targeting plumbing contractors.
- Morrison Supply Company: Wholesale plumbing and HVAC distributor serving the South-Central US with branches focused on plumbing contractors and remodelers. Comparable branch-and-trade-counter operating model and contractor-focused assortment.
Regional players
- Hughes Supply (now part of The Front Door Companies): Plumbing and HVAC distributor serving the Western US with branch locations across multiple states. Comparable as a regional plumbing wholesaler with a similar trade-customer focus, though its geographic overlap with Rubenstein is partial.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Rubenstein Supply Company social profiles
Digital presenceRubenstein Supply Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rubenstein Supply Company leadership team
Management profileNumber of profiles
Profiles10 records
Rubenstein Supply Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rubenstein Supply Company 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 Rubenstein Supply Company
What does Rubenstein Supply Company do?
Rubenstein Supply Company is a wholesale distributor of plumbing, heating, and sheet metal products founded in 1943, operating five locations across the San Francisco Bay Area. The company distributes products from major manufacturers (TOTO, Pfister, Moen, Grohe, Delta, American Standard, Noritz, Oatey) to plumbing and HVAC trade professionals through wholesale branches and to homeowners/DIY consumers through its dedicated San Jose showroom.
Is Rubenstein Supply Company a public or private company?
Rubenstein Supply Company is a private company. It is classified as family owned and is currently operating.
When was Rubenstein Supply Company founded?
Rubenstein Supply Company was founded in 1943. It employs 51 to 100 people.
Where is Rubenstein Supply Company based?
Rubenstein Supply Company is headquartered in Oakland, United States, in the North America region.
How does Rubenstein Supply Company make money?
One revenue line is on record: plumbing & HVAC Product Distribution.
Who are Rubenstein Supply Company's main competitors?
Broad incumbents on record are Ferguson Enterprises, Watsco, ABC Supply Co. and HD Supply (White Cap). Direct peers are Hajoca Corporation, Winsupply, SRS Distribution, H.P. Starr and Morrison Supply Company. Hughes Supply (now part of The Front Door Companies) is listed as a regional player.
Does Rubenstein Supply Company have an API?
No public API is recorded for Rubenstein Supply Company.
What industry is Rubenstein Supply Company in?
Rubenstein Supply Company's product category is Wholesale Plumbing and HVAC Distribution. Its primary akta.pro industry code is CRAOAFAB, Home Décor, Housewares & Gifts Distribution. Its NAICS code is 423720 and its SIC code is 5070.