Santa Fe Dehumidifiers

What Santa Fe Dehumidifiers does

Santa Fe Dehumidifiers is a brand division of Therma-Stor LLC (itself owned by Madison Industries), headquartered in Madison, Wisconsin. The company designs and manufactures refrigerant-based dehumidification systems, mechanical ventilation equipment, and HEPA air purification products for the U.S. residential and light commercial markets. Operations trace to inventor Ken Gehring, whose 1996 introduction of the Ultra-Aire whole-house ventilating dehumidifier established the company's core product architecture; the legacy Ultra-Aire line was rebranded to the Ultra Series in 2015.

The product portfolio spans three categories: (1) standalone dehumidifiers (Compact70, Oasis105, Advance Dry110, Classic, Impact155) with capacities from 70 to 155 pints/day, (2) whole-house ventilating dehumidifiers (Ultra70, Ultra98, Ultra120, Ultra155, Ultra V100/V125/V155/V205, UltraMD33) with capacities up to 205 pints/day, and (3) air purifiers (portable and ceiling-mounted HEPA with UV). Patented engineering includes ECCO™ (Efficiency Capacity Coil Optimization) and XT Dehumidification Technology, with documented performance of 155 pints/day at 8.0 amps on Ultra V155 models. An accessories/controls ecosystem (SmartAire Power Damper, SmartAire Remote Sensor, DEH3000/DEH3000R digital controller, Honeywell HumidiPro integration, condensate pumps, risers, MERV-11/13/14, and HEPA replacement filters) extends the installed-base revenue model. Distribution combines an authorized dealer/wholesaler/rep network, a Find A Pro contractor portal, direct e-commerce with reserved internet sales rights, and online retail partnerships, addressing homeowner, new construction, multi-family housing, and commercial segments. All products are backed by a 6-year Total Peace of Mind warranty and are documented to exceed U.S. Department of Energy efficiency standards.

Revenue is generated through one-time hardware sales (dehumidifiers, air purifiers) plus ongoing consumables and accessories tied to the installed base. Pricing is not publicly disclosed and is structured through dealer and wholesale channels with NET 30 terms for established businesses. The company maintains an active product launch cadence (UltraMD33 in-wall unit, HEPA extension) and a content-driven marketing engine (Expert Insights blog, Product Wizard sizing tool, Dehumidifier Performance Calculator, case studies, webinars). No public revenue, headcount, or capital raise data is disclosed; the company is privately held as a brand within Therma-Stor LLC.

Name

Santa Fe Dehumidifiers

Legal name

Therma-Stor LLC

Website

https://santa-fe-products.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Santa Fe Dehumidifiers, a division of Therma-Stor LLC in Madison, Wisconsin, manufactures refrigerant-based whole-house and standalone dehumidifiers, HEPA air purifiers, and accessories sold through dealers, contractors, and online retailers to U.S. residential, new construction, multi-family, and commercial customers.

Ownership category

akta.pro rank

Product category

Dehumidifiers

NAICS

Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)

SIC

Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro primary industry

Humidifier & Dehumidifier Installation & Service (HSAOAIAJ)

akta.pro secondary industry

HVAC Air Filtration & Air Purifier Installation (HSAOAIAC)

Keywords

• Whole-house dehumidifiers
• Indoor air quality equipment
• Residential moisture control
• HEPA air purifiers
• Commercial dehumidification systems

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Dehumidifier Sales: Primary revenue from selling standalone and whole-house dehumidifiers through dealers, retailers, and direct channels. Products range from compact residential units to large commercial-grade whole house ventilating dehumidifiers.
2. Air Purifier Sales: Portable HEPA air purifiers and ceiling HEPA units complement the dehumidifier product line for comprehensive indoor air quality solutions.
3. Filters & Accessories: Replacement filters (MERV-11, MERV-13, MERV-14, HEPA), duct kits, hanging kits, condensate pumps, risers, and control accessories. Consumables and accessories drive ongoing revenue from installed base.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Santa Fe Dehumidifiers manufactures and sells whole-house ventilating dehumidifiers (Ultra Series), free-standing dehumidifiers (Compact, Oasis, Advance Dry, Classic, Impact Series), HEPA air purifiers, and related accessories such as filters, dampers, controls, and condensate pumps. The portfolio targets homeowners, new home builders, multi-family housing operators, and commercial property managers, with a 6-year warranty and MERV-13 filtration standard on Ultra Series units.

Product overview

Santa Fe Dehumidifiers, a division of Therma-Stor LLC, offers a comprehensive portfolio of dehumidification and air quality products organized into three main categories: whole house ventilating dehumidifiers (Ultra Series including Ultra98, Ultra120, Ultra155, Ultra205, Ultra V100/V125/V155/V205, UltraMD33, and Ultra70), standalone/free-standing dehumidifiers (Compact70, Oasis105, Advance Dry110, Classic, and Impact155), and air purifiers (Portable HEPA and Ceiling HEPA). The product line also includes a full ecosystem of accessories including SmartAire Power Damper for ventilation control, SmartAire Remote Sensor for humidity monitoring, Honeywell HumidiPro digital humidistat, DEH3000/DEH3000R controller, condensate pump kits, dehumidifier risers, and comprehensive filter offerings (MERV-13, MERV-11, HEPA, and pre-filters). The company provides a 6-year Total Peace of Mind warranty and all products are designed and manufactured in Madison, Wisconsin.

Differentiator

Problem solved

Functional benefit

Brands

• Santa Fe: Primary brand for standalone and whole house dehumidifiers, known for professional-grade components and 6-year warranty.
• Ultra Series
• Ultra Aire
• Compact Series
• Oasis Series
• Advance Dry Series
• Impact Series
• Classic/Vertical Series

Products and services

• Compact70 Dehumidifier Compact standalone dehumidifier with 70 pints/day water removal capacity, designed for crawl spaces (1,800-2,600 sq ft) and basements (1,800-2,200 sq ft). Targeted at residential homeowners needing localized moisture control.
• Oasis105 Dehumidifier Standalone dehumidifier with 105 pints/day water removal (13.125 gallons/day) for crawl spaces (3,300 sq ft), basements (2,600 sq ft), and whole-house (2,600 sq ft) applications.
• Advance Dry110 Dehumidifier Portable dehumidifier with dual exhaust outlets, onboard digital controls, internal P-trap, and optional SmartAire Remote Sensor. Suited for crawl spaces (3,600 sq ft) and basements (2,900 sq ft).
• Classic Dehumidifier Vertical series dehumidifier with 110 pints/day water removal (13.75 gallons/day), optimized for larger basements (2,500-2,900 sq ft).
• Impact155 Dehumidifier Horizontal configuration dehumidifier with dual outlet design and quiet operation, removing 155 pints/day (19.38 gallons/day) for crawl spaces up to 4,400 sq ft and basements up to 4,000 sq ft.
• Ultra70 Dehumidifier Whole-house ventilating dehumidifier for tight, low-clearance, shallow spaces; removes 70 pints/day (8.75 gallons/day) for spaces up to 1,800 sq ft.
• Ultra98 Dehumidifier Whole-house ventilating dehumidifier positioned as the most energy-efficient in the 90-100 pint category, with MERV-13 filtration and compact horizontal cabinet. Removes 100 pints/day for spaces up to 2,300 sq ft.
• Ultra V100 Dehumidifier Whole-house ventilating dehumidifier providing dedicated dehumidification, fresh-air mechanical ventilation, and MERV-13 filtration.
• Ultra120 Dehumidifier Whole-house ventilating dehumidifier in horizontal configuration for attic, basement, or crawl space installation; 118 pints/day removal with 5.7 pints/kWh efficiency for spaces up to 3,000 sq ft.
• Ultra V125 Dehumidifier Whole-house ventilating dehumidifier for spaces up to 3,000 sq ft, providing dedicated dehumidification, mechanical outdoor air ventilation, and MERV-13 filtration.
• Ultra155 Dehumidifier High-capacity whole-house ventilating dehumidifier with patented XT Dehumidification Technology delivering 7.3 pints per kWh. Removes 155 pints/day for spaces up to 3,500 sq ft.
• Ultra V155 Dehumidifier Whole-house ventilating dehumidifier with patented Efficiency Capacity Coil Optimization (ECCO) technology, 8-inch ventilation duct, and compact cabinet for spaces up to 3,500 sq ft.

Quantifiable outcome

• Removes 205 pints of water per day (Ultra V205)
• +3 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

One partnership is on record.

• Madison Industries (Parent Company)coreOthersSanta Fe Dehumidifiers operates as a division of Therma-Stor LLC, which is owned by Madison Industries. The parent company's purchasing terms and conditions apply to supplier relationships.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Frigidaire (Electrolux): Frigidaire is a major retail dehumidifier brand sold through home improvement and big-box channels, directly competing with Santa Fe's standalone residential units at the consumer end of the market.
• Midea: Midea is a global OEM/ODM leader in residential dehumidifiers sold under its own brand and private labels across North America, representing scale-based competition to Santa Fe's standalone and Ultra Series product lines.
• De'Longhi: De'Longhi markets consumer-grade residential dehumidifiers through retail and online channels in North America, competing with Santa Fe's Compact and Oasis Series at the standalone residential end of the market.
• Quest Dehumidifiers: Quest manufactures high-capacity commercial and residential dehumidifiers and air movers, overlapping with Santa Fe's Ultra Series at the high-pint commercial-grade end. Comparable refrigerant-based dehumidification technology and overlapping professional restoration and crawlspace customer segments.
• Dri-Eaz (Legend Brands): Dri-Eaz is a leading manufacturer of commercial-grade dehumidifiers and restoration equipment, overlapping with Santa Fe's Impact and large-capacity residential products. Strong presence in the professional water-damage restoration and crawlspace encapsulation channels that Santa Fe also serves.
• AprilAire: AprilAire (Research Products Corporation) is the closest U.S. competitor in whole-house ventilating dehumidifiers, offering a comparable product line targeted at the same residential, new construction, and IAQ contractor channel. Direct head-to-head competition across Compact, Ultra-class, and IAQ accessory product tiers.
• Ebac Industrial Products: Ebac designs and manufactures dehumidifiers for residential, commercial, and industrial applications globally, directly competing across capacity tiers with Santa Fe's Compact, Oasis, and Ultra product families.

Broad incumbents

• Honeywell Home (Resideo): Resideo sells Honeywell-branded whole-home dehumidifiers, humidistats (Santa Fe even resells Honeywell HumidiPro), and a broad IAQ portfolio, overlapping with Santa Fe's dehumidifiers and accessories as part of a much wider HVAC product portfolio.
• Therma-Stor LLC (Santa Fe parent): Therma-Stor is the immediate parent operating company that also runs adjacent restoration/IAQ brands and provides shared manufacturing, R&D, and channel infrastructure to Santa Fe. Comparable underlying technology stack and shared dealer relationships.
• Carrier Global: Carrier is a global HVAC incumbent with whole-home dehumidification, air purification, and IAQ offerings that overlap with Santa Fe's Ultra Series in residential and light-commercial segments, though dehumidifiers are a small part of a much broader portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/dehumidifiers
• LinkedInlinkedin.com/company/santa-fe-dehumidifiers

Compliance1 record

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 Santa Fe Dehumidifiers