Cinderella

What Cinderella does

Cinderella is a wholesale distributor of swimming pools, spas, chemicals, and other leisure equipment, founded in 1955 and headquartered in Saginaw, United States. The company operates with a workforce of 51-100 employees and serves customers in the pool and spa industry through wholesale distribution channels. Its core identity is anchored in physical distribution of swimming pool, spa, and leisure products to professional and commercial buyers.

Name

Cinderella

Legal name

Heritage Pool Supply Group, Inc.

Website

https://portal.cinderellainc.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

51–100 employees

Short description

Cinderella is a wholesale distributor of swimming pools, spas, chemicals, and other leisure equipment, founded in 1955 and based in Saginaw, USA, serving pool and spa industry customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Saginaw

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Distribution of Pool & Spa Products: Heritage Pool Plus generates revenue through wholesale distribution of pool and spa parts, equipment, chemicals, and supplies to pool professionals. The business model involves selling products at marked-up prices from manufacturers to service companies and pool construction professionals.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Cinderella is a wholesale distributor of swimming pools, spas, chemicals, and leisure equipment operating under the Heritage Pool Supply Group / Heritage Pool Plus brand. The company distributes pool parts, equipment, chemicals, and supplies through a network of 170+ physical branch locations across the United States supplemented by a B2B e-commerce platform and mobile app. Its offering targets pool construction professionals and pool service technicians with 24/7 ordering, real-time pricing and availability, account-based pricing, and shipment tracking.

Product overview

Heritage Pool Plus operates as a pool and spa parts supply distribution platform under Heritage Pool Supply Group. The offering is a unified e-commerce platform (Heritage Pool+) with a companion mobile app, supplemented by the Heritage Pro Service rewards module for service professionals. The core platform enables 24/7 pricing and availability access, quick ordering, and real-time shipment tracking. The product portfolio spans 170+ locations nationwide and includes extensive categories: Pool Construction (pools, liners, tiles, hardscapes, deck equipment), Pool Equipment (pumps, heaters, filters, sanitizing systems, cleaners, automation, lighting, spa equipment), Electrical & Lighting, Plumbing (fittings, pipe, valves), Chemicals (sanitizers, balancers, algaecides), Cleaning & Maintenance, Testing & Measurement, Outdoor Living, Safety & Recreation, Water Features, Spas & Hot Tubs, and Covers & Winterizing products.

Differentiator

Problem solved

Functional benefit

Brands

• Heritage Pro Service: A rewards program designed specifically for service professionals, helping them save more while staying in control of their business.
• Heritage Pool+ App

Products and services

• Heritage Pool+ E-commerce Platform

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

One partnership is on record.

• Various Key SupplierscoreOthersHeritage Pool Supply Group works with key supplier partners in the pool and spa industry to stock and distribute their products through the 170+ branch network.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Pool Corporation: Pool Corporation is the largest wholesale distributor of swimming pool supplies, equipment, and related products in the world. As the dominant national distributor serving pool professionals, it is the most directly comparable peer to Cinderella's wholesale distribution model and customer base.
• SCP Distributors: SCP Distributors is a subsidiary of Pool Corporation focused on pool and spa distribution. It operates a similar wholesale distribution model serving pool professionals with parts, equipment, and chemicals, making it a direct comparable in business model and target customer.
• National Pool Partners (NPP): NPP is a national pool service and distribution network that operates as a partner organization for pool service professionals. While more service-focused, it operates in the same pool industry with related supplier relationships and customer base as Cinderella.

Others

• Heritage Pool Supply Group: Heritage Pool Supply Group is the parent organization of which Cinderella appears to be a member, operating as a national network of independent pool supply distributors united under the Heritage brand with 170+ branch locations across the United States.

Broad incumbents

• Leslie's Pool Supplies: Leslie's is the largest direct-to-consumer pool supplies retailer in the US. While it sells retail rather than wholesale, it operates in the same product categories (chemicals, parts, equipment) and serves the broader pool maintenance market, making it a relevant comparable for industry trends.
• Pinch A Penny:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cinderella-inc.

Revenue estimate

Valuation estimate

Number of profiles

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 Cinderella