Willow Springs SRA

What Willow Springs SRA does

Willow Springs S.R.A. LLC is a privately held wholesale distributor and supplier of HVAC-R, plumbing, and building products headquartered in Wittenberg, Wisconsin. Founded in 1993 by Dan and Karen Higgins, the company operates a single warehouse location serving the lower 48 states and does not sell direct to contractors or the general public. It functions both as a distributor of third-party manufacturer brands (Dettson HVAC equipment, Covertech/rFoil insulation, Bell & Gossett pumps, Elbi tanks, Grundfos UPS pumps, Salus controllers, and AIC heat transfer products) and as a fabricator of its own private-label line marketed under the WSD brand, which includes heat exchangers, stainless steel modular manifolds (F1807, F2080, F1960, F1281/F1282 connection types), PEX and PEX-AL-PEX tubing and fittings, pre-assembled hydronic pump panels, hot water coils, air handlers, A coils, unit heaters, brazed plates, and shell-and-tube exchangers.

The company's go-to-market is indirect: it serves HVAC, plumbing, and concrete wholesalers through a network of manufacturer sales representatives rather than direct field sales. Distribution differentiates on inventory depth, with the company claiming that over 90% of catalog products are maintained on-site and 98.8% of stock items ship same day, supported by a centralized logistics position in Northern Wisconsin. Revenue is generated through hardware sales with pricing not publicly disclosed, and the customer base is a horizontal mix of wholesalers across HVAC, plumbing, and concrete verticals, with select specialty work for industrial and government end-users (U.S. Military vehicle production, X-ray equipment for the metal industry). Operations are owner-managed with 11–50 employees and no disclosed external investors, funding rounds, or M&A activity.

Name

Willow Springs SRA

Legal name

Willow Springs S.R.A. LLC

Website

https://willowsra.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Willow Springs SRA is a Wittenberg, Wisconsin-based wholesale distributor and WSD private-label manufacturer of HVAC-R, plumbing, and building products serving wholesalers across the lower 48 US states via manufacturer sales representatives.

Ownership category

akta.pro rank

Product category

HVAC-R and Plumbing Distribution

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Steam & Air-Conditioning Supply (4961), Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

Heat Transfer Equipment (Heat Exchangers, Boilers, Condensers) (IMAHAEAC)

akta.pro secondary industry

Expansion Tank, Circulator Pump & Zone Valve Service (HSAOACAG)

Keywords

• HVAC-R distribution
• Plumbing wholesale
• Hydronic heating products
• Heat exchanger supply
• PEX tubing distribution

Headquarters

HQ city

Wittenberg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. HVAC-R and Plumbing Product Distribution: Willow Springs generates revenue through the distribution and sale of HVAC-R, plumbing, and building products to wholesalers. The company carries its own WSD branded products alongside third-party manufacturer products, fulfilling orders coast-to-coast.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Willow Springs SRA is a wholesale distributor and fabricator of HVAC-R, plumbing, and building products, serving wholesalers across the lower 48 U.S. states. The company fabricates and markets its own WSD private-label line of heat exchangers, manifolds, tubing, fittings, and hydronic pump panels, while also distributing third-party brands such as Dettson, Covertech/rFoil, Bell & Gossett, Elbi, and Grundfos. Products are not sold direct to contractors or the general public.

Product overview

Willow Springs SRA is a wholesale distributor and supplier of quality HVAC-R, plumbing, and building products, serving the lower 48 states. The company operates as both a private-label manufacturer under its own WSD brand and as a distributor of third-party products including Dettson HVAC equipment. The WSD product portfolio centers on four core categories: Heat Exchangers (hot water coils, air handlers, A coils, unit heaters, brazed plates, shell & tube exchangers for residential and commercial heating/cooling applications), Manifolds & Gauges (stainless steel modular manifolds with flow meters in various connection types including F1807, F2080, F1960, and F1281/F1282), Tubing & Fittings (PEX-A, PEX-B, PEX-AL-PEX, PERT, and PEX-C piping systems with brass and plastic fittings), and Covertech insulation products (rFoil reflective insulation, concrete foil, radiant heating products). The company also distributes Dettson furnaces (gas, electric, oil), heat pumps, air handlers, Smart Duct systems, and boiler products, along with specialty items like Big 8 Duct Insulation and pre-assembled Hydronic Pump Panels. The product line is completed with accessories (pumps, tanks), tools (crimp, press, staplers), and pre-insulated piping for hydronic heating systems. Willow Springs does not sell direct to contractors or the general public, serving instead through HVAC, plumbing, and concrete wholesalers.

Differentiator

Problem solved

Functional benefit

Brands

• WSD: WSD (Willow Springs Distribution) is the company's private-label brand for heating components including heat exchangers, manifolds, tubing, fittings, and hydronic pump panels. The company also fabricates and markets products under this brand.
• WSD Products

Products and services

• WSD Heat Exchangers
• WSD Manifolds & Gauges
• WSD Tubing & Fittings
• WSD Hydronic Pump Panels
• WSD Accessories
• WSD Tools
• WSD Pre-Insulated Pipe
• Big 8 Duct Insulation
• Covertech Products
• Dettson HVAC Equipment

Quantifiable outcome

• 98.8% same day shipping success rate for stock items
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and major.

• DettsoncoreTechnology or IntegrationDettson is a manufacturer of furnaces, air conditioners, heat pumps, air handlers, Smart Duct, mini-splits, and thermostats. Willow Springs serves as a distributor/representative for Dettson products, offering their complete line of HVAC equipment through their distribution network.
• Covertech / rFoilcoreTechnology or IntegrationCovertech manufactures reflective insulation, rFoil products, concrete foil, NT radiant, metal and post frame building insulation, and adhesive tapes. Willow Springs distributes their complete product line including Big 8 Duct Insulation.
• Bell & GossetmajorTechnology or IntegrationBell & Gosset manufactures pumps for hydronic heating systems. Willow Springs distributes their pumps as part of their accessory product offerings.
• ElbimajorTechnology or IntegrationElbi manufactures tanks for heating systems. Willow Springs distributes Elbi tanks as part of their accessory product offerings.
• GrundfosmajorTechnology or IntegrationGrundfos manufactures UPS pumps used in hydronic pump panels. Their pumps are featured in WSD Hydronic Pump Panel products.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ferguson Enterprises: Largest U.S. distributor of plumbing, HVAC, waterworks, and specialty products serving contractors and wholesalers. Directly comparable to Willow Springs on customer type (HVAC/plumbing trade), product categories (heat exchangers, pumps, valves, fittings), and B2B distribution model — though at vastly greater scale.
• Watsco: Largest U.S. distributor of HVAC equipment, parts, and supplies. Overlaps directly with Willow Springs on the HVAC-R equipment side (Dettson furnaces/heat pumps/air handlers map to Watsco's Carrier/Trane/Rheem lines) and shares the wholesaler-to-contractor channel structure.
• Winsupply: Cooperative-style wholesale distributor of plumbing, HVAC, and hardware supplies serving independent contractors and wholesalers across the U.S. Highly comparable business model to Willow Springs' rep-driven, multi-brand distribution approach and similar customer segment focus.
• SRS Distribution: National building products distributor with growing residential HVAC and plumbing exposure. Comparable as a multi-brand, rep-driven distributor serving trade contractors, with similar private-label and exclusive-brand strategy mechanics to Willow Springs' WSD approach.

Broad incumbents

• HD Supply (The Home Depot Pro): Broad-line distributor of maintenance, repair, and operations products including plumbing, HVAC, and building products. Comparable as a multi-category wholesaler to the trade, though vastly larger and more diversified than Willow Springs' hydronics-focused niche.
• Watts Water Technologies: Manufacturer of plumbing, water quality, and HVAC products including heat exchangers, valves, and hydronic components. Comparable product mix (boilers, heat exchangers, hydronic accessories) but operates as a global manufacturer rather than a U.S. wholesaler-distributor.
• NIBCO: Manufacturer of flow-control products including valves, fittings, and plumbing specialties. Overlaps Willow Springs' hydronic plumbing fittings/tubing category and shares B2B distribution through wholesalers, though NIBCO is a manufacturer rather than a distributor.

Regional players

• Reece Limited: Australia and New Zealand's largest plumbing, bathroom, and HVAC distributor. Comparable business model (wholesale distribution of plumbing and heating products with private-label programs) but operates in a different geography and does not directly compete with Willow Springs in North America.

Emerging players

• Uponor: Manufacturer of PEX plumbing, radiant heating, and hydronic systems. Directly overlaps Willow Springs' WSD PEX-A, PEX-B, PEX-AL-PEX, and radiant/manifold product line — though Uponor is a brand/manufacturer while Willow Springs is the distributor/fabricator of competing WSD SKUs.

Others

• Pool Corporation: Wholesale distributor of swimming pool supplies, equipment, and related products. While not a direct HVAC/plumbing competitor, it shares the same B2B wholesale-distribution DNA, hub-and-spoke logistics model, and reliance on independent rep networks that define Willow Springs' operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/willow-springs-sra

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Willow Springs SRA