Manufacturers Marketing

What Manufacturers Marketing does

Manufacturers Marketing Inc. (MMI) is a privately held manufacturer's representative firm founded in the early 1960s (originally as Lunsford & Associates by Harlin Lunsford) and headquartered at 5342 West 78th St., Indianapolis, Indiana. The company sells and distributes residential and commercial plumbing, kitchen and bath, wastewater, water well, hydronic, and HVAC products on behalf of 25+ manufacturer principals — including LIXIL (American Standard, GROHE, DXV), Chicago Faucets, Noritz, Norwesco, DAB Water Technology, and Seachrome — to wholesale plumbing distributors, plumbing and mechanical contractors, residential home builders, and commercial engineers and specifiers across Indiana, Kentucky, Michigan, and Southern Illinois. MMI combines an outside field-sales team with an inside sales/order-support function, a 24,000 square foot Indianapolis warehouse stocked for same- or next-day shipping, a private truck delivery system running scheduled routes at least five days per week, and the 600 sq ft MMI-TECH training facility used for hands-on product demonstrations and remote video-conference training.

The company's revenue model is transaction-based: MMI earns sales commissions from the manufacturers it represents on orders generated through its distribution network, with no publicly disclosed pricing or contract terms. Go-to-market is enterprise field sales — outside representatives build relationships across wholesale, contractor, home builder, and engineer channels, supported by inside sales for quoting, order expediting, and 24/7 online stock verification for existing wholesale customers. The company is currently employee-owned by long-time staff Andy Reeves (President of Support, CPMR) and Nate Wolfe (President of Sales, CPMR), with no external parent, no venture or private-equity investment, and no subsidiaries. Operational scope is regional Midwest only, with no global footprint claim and no documented regulatory, AI/ML, or proprietary software capabilities — MMI is positioned and operated as a traditional relationship-driven rep firm rather than a technology company.

Name

Manufacturers Marketing

Legal name

Manufacturers Marketing Incorporated

Website

https://mmirep.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Manufacturers Marketing Inc. is an Indianapolis-based manufacturer's representative firm selling plumbing, HVAC, and water-management products from 25+ manufacturers to wholesalers, contractors, home builders, and engineers across Indiana, Kentucky, Michigan, and Southern Illinois, supported by a 24,000 sq ft warehouse and private truck delivery fleet.

Ownership category

akta.pro rank

Product category

Plumbing and HVAC Distribution Services

NAICS

Hardware, and Plumbing and Heating Equipment and Supplies Merchant Wholesalers (4237)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

Keywords

• Manufacturer's representative services
• Plumbing product distribution
• HVAC wholesale sales
• Warehouse and delivery services
• Midwest plumbing supply

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Manufacturer Representative Commissions: MMI earns commissions from manufacturers they represent for sales generated through their distribution network. As a manufacturer's rep firm, they receive a percentage of sales made to their customer base of wholesalers, contractors, home builders, and engineers across the Midwest.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Manufacturers Marketing Inc. is a manufacturer's representative firm that sells and distributes residential and commercial plumbing, kitchen and bath, wastewater, water well, hydronic, and HVAC products on behalf of more than 25 manufacturer brands to wholesale distributors, contractors, home builders, and engineers across Indiana, Kentucky, Michigan, and Southern Illinois. The company operates a 24,000 sq ft Indianapolis warehouse with same-day or next-day shipping and a private truck delivery system running at least 5 days per week, supplemented by an MMI-TECH training facility and a customer-facing 24/7 online stock check portal.

Product overview

Manufacturers Marketing Inc. (MMI) is a manufacturer's representative firm serving the Midwest plumbing, HVAC, and water management markets. Rather than a single software product, MMI operates as a service-based business offering a portfolio of sales representation, warehousing, logistics, and training services. Core offerings include Outside Sales Services for relationship building across Wholesale, Contractor, Home Builder, and Engineer channels; Inside Sales/Product Management for customer service and order support; a 24,000 square foot Warehouse with same/next-day shipping; a private Truck Delivery system serving the region 5+ days per week; an online Stock Check System for 24/7 inventory verification; the MMI-TECH Training Facility with hands-on demonstrations; and Accounts Receivable/Administrative Services. MMI represents over 25 manufacturer brands including ABT, AK Industries, Alderon, Armacell, Backstop, Beeco, Chicago Faucets, DAB Water Technology, Delta P Carver, DuraTrac, Field Controls, HOTROD, Kusel, Leonard Valve, LIXIL, Madison Water, Noritz, Norwesco, Rockford Separators, Seachrome, StormPro, Watco, Whitlam, and Woodford, covering plumbing fixtures, water management, HVAC, and related products.

Differentiator

Problem solved

Functional benefit

Products and services

• Outside Sales Services Relationship-based field sales covering Wholesale, Contractor, Home Builder, and Engineer channels across the Midwest plumbing, HVAC, and water management markets.
• Inside Sales and Product Management Customer service, order processing, expediting, and problem resolution for wholesale and contractor customers, supported by inside sales staff handling phone- and computer-based order entry.
• Online Stock Check System 24/7 customer-facing warehouse inventory verification portal accessible with USER ID and PASSWORD for existing MMI customers.
• Free Freight Day Truck Delivery Private truck delivery across Indiana, Kentucky, Michigan, and Southern Illinois at least five days per week, with weekly scheduled routes covering Indianapolis, Louisville, Fort Wayne, Anderson, Evansville, Elkhart, South Bend, and Michigan cities.
• MMI-TECH Training Facility 600 square foot hands-on training facility for contractors, wholesalers, and sales staff offering live-fire product demonstrations and remote video conferencing capabilities.
• Warehouse and Inventory Management 24,000 square foot Indianapolis warehouse providing same-day or next-day shipping on many items from local inventory across the represented manufacturer lines.
• Accounts Receivable and Administrative Services Invoicing, deposits, receivables management, literature support, and database updating in support of MMI's sales and customer service functions.
• Warehouse Operations and Shipping Shipping, receiving, inventory control, customer service counter help, order pulling, and FedEx/LTL shipment handling from the Indianapolis facility.

Quantifiable outcome

• Same or next day shipping from inventory on most orders
• +1 more outcomes

Named customers4 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

Partnerships

24 partnerships are on record, tiered standard.

• ABT, Inc.standardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces surface drainage and water management products. Products shipped via MMI's warehouse and delivery system.
• AK Industries, Inc.standardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces polyethylene and fiberglass basins and covers for plumbing applications. Products available for truck delivery only.
• Alderon IndustriesstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces floats, switches, alarms, control panels, and accessories for sump, sewage, and effluent applications.
• ArmacellstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces polymer foam pipe insulation and elastomeric rubber pipe insulation for HVAC and plumbing applications.
• BackstopstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces thermal expansion tanks, hydronic expansion tanks, and well tanks for water management systems.
• BeecostandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces backflow preventers, pressure relief valves, gate valves, control valves, strainers, thermal expansion devices, and check valves.
• Chicago FaucetsstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces commercial and institutional faucets for healthcare, education, and food service applications, including electronic hands-free faucets and parts.
• DAB Water TechnologystandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces water pressure boosters, submersible pumps, jet pumps, and HVAC circulators for water management and heating applications.
• Delta P CarverstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces water booster systems for commercial and residential applications requiring enhanced water pressure.
• DuraTracstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces flexible gas connectors, water connectors, and accessories, plus tankless water heater scale control filters.
• Field ControlsstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces residential and commercial HVAC solutions including filters, humidifiers, dehumidifiers, and combustion solutions.
• HOTRODstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces septic system treatments and solutions for residential and commercial wastewater management.
• KuselstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces stainless steel floor drains, trench drains, cleanouts, and p-traps for commercial plumbing applications.
• Leonard ValvestandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces conventional and digital mixing valves, point-of-use valves, and hose stations for precise temperature control applications.
• LIXILstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces residential and commercial toilets, sinks, fixtures, and faucets under the American Standard, GROHE, and DXV brands.
• Madison WaterstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces indoor leak detection and water damage mitigation solutions for residential and commercial applications.
• NoritzstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces residential and commercial tankless water heaters, heat pumps, combi boilers, and tankless/tank combination units.
• NorwescostandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces liquid storage tanks, water and waste management tanks, valves, couplers, fittings, and lids.
• Rockford SeparatorsstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces steel, stainless steel, and poly grease and oil separators, interceptors, and catch basins for commercial kitchen and industrial applications.
• SeachromestandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces ADA accessories including grab bars, transfer seats, bench seats, and other accessibility products for commercial bathrooms.
• StormProstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces high-performance backup sump pump systems for residential and commercial water management.
• WatcostandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces whirlpool and bathtub drains and trim kits for residential bathroom applications.
• WhitlamstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces sealing compounds, lubricants, solvent weld cements, quality hand tools, and related plumbing installation products.
• WoodfordstandardChannel Partner/ Reseller/ DistributorManufacturer represented by MMI. Produces wall, yard, and roof hydrants for commercial and residential outdoor water supply applications. Listed for commercial hydrants in MMI's in-stock program.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Ferguson Enterprises: Largest US wholesale distributor of plumbing, HVAC, waterworks, and industrial supplies. Operates a far broader national footprint than MMI, but overlaps directly in the plumbing and HVAC distribution channel MMI serves across the Midwest.
• Hajoca Corporation: Large US plumbing, heating, and cooling wholesale distributor with hundreds of locations nationwide. Directly comparable to MMI's wholesale plumbing distribution model but at significantly greater scale and geographic reach.
• WinWholesale: Cooperative wholesale distributor of plumbing, HVAC, electrical, and industrial supplies with hundreds of locations across the US. Competes with MMI in the wholesale plumbing and HVAC channel in overlapping Midwest markets.
• A. O. Smith Corporation: Major manufacturer of residential and commercial water heaters, boilers, and water treatment products. Competes with one of MMI's key represented lines (Noritz tankless water heaters) and serves the same wholesale plumbing channel.
• Masco Corporation: Global manufacturer of home improvement and building products including plumbing (Delta Faucet, Peerless) and HVAC. Operates in the same product categories represented by MMI's line card (LIXIL/Delta, mixing valves, etc.) and sells through the same wholesale contractor channel.
• Interline Brands (now Home Depot Pro): National distributor of plumbing, HVAC, and maintenance supplies to contractors and facility maintenance customers. Overlaps with MMI's contractor and wholesale customer base in plumbing and HVAC products, though at a much larger scale.
• Hughes Supply (now part of Reece Group): Large plumbing and waterworks distributor operating across the US, with a meaningful Midwest presence. Competes directly with MMI in the wholesale plumbing distribution channel and serves many of the same contractor customers.

Emerging players

• Reliance Worldwide Corporation: Global manufacturer of plumbing, water heating, and water management products (e.g., SharkBite, Cash Acme). Operates as a manufacturer to the wholesale channel that MMI also serves, making it a comparable upstream player in the same value chain.
• Watts Water Technologies: Manufacturer of plumbing, flow control, and water quality products sold through wholesale distribution. Similar to MMI's represented manufacturers (e.g., Backstop, Beeco, Woodford), and represents the type of plumbing/valves brand MMI goes to market with.

Others

• Affiliated Distributors: Member-owned distribution network for plumbing, HVAC, electrical, and industrial distributors. Provides MMI's wholesale customers with access to group purchasing and could serve as a comparable channel-level peer in the distribution ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCrM_Q-B0hyRc9cM-11IQptA
• Facebookfacebook.com/mmirep
• LinkedInlinkedin.com/company/manufacturers-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Manufacturers Marketing