ETNA Supply

What ETNA Supply does

ETNA Supply (Etna Supply Company) is a privately held, Grand Rapids, Michigan-based wholesale distributor founded in 1965 that serves plumbing, HVAC, fire protection, municipal, and waterworks customers across Michigan and Indiana. The company operates five specialized divisions — Plumbing, HVAC, Fire & Fabrication, Municipal, and Waterworks — and carries an inventory of more than 80,000 products sourced under authorized-distributor partnerships with premium manufacturers including Kohler, Delta, Elkay, Viega, Victaulic, Milwaukee, and Lochinvar. Distribution is delivered through a branch and showroom network, an e-commerce storefront with account-based pricing, and the company's wholly-owned trucking subsidiary (ICE Trucking), which provides last-mile logistics to contractors and municipal buyers. Customer segments include professional plumbing contractors, HVAC technicians, fire protection contractors, municipal and government entities, and waterworks project owners.

The company's business model is wholesale distribution monetized through one-time product sales at account-negotiated pricing, with credit terms managed via a Billtrust-integrated payment workflow and credit application onboarding. ETNA extends the core distribution revenue stream through three operating subsidiaries — M&E Manufacturing (fabrication), City Services (field services), and ICE Trucking (logistics) — that capture margin and control delivery quality across the value chain. Custom fabrication services for fire protection risers, sprinkler mains, and engineered stormwater detention systems, plus free HVAC training programs certified by Rheem and Fujitsu, function as value-add retention layers that differentiate ETNA from pure-play catalog competitors. Content marketing (blog, email newsletter, social channels) and dedicated brand microsites support demand generation at the contractor level.

Strategically, ETNA has broadened its footprint beyond traditional plumbing supply into higher-growth adjacencies: ductless and heat-pump HVAC (Fujitsu, Sure Comfort), engineered stormwater and underground detention (Kennedy Solutions partnership), and custom fire-protection fabrication. The company remains privately held with no disclosed funding rounds, no public market listing, and no parent company, consistent with founder or closely-held ownership. No revenue figure is publicly disclosed, and the headcount band of 251–500 employees combined with the 80,000+ SKU breadth and multi-state branch network indicates a substantial regional distribution platform rather than a small local supplier.

Name

ETNA Supply

Legal name

Etna Supply Company

Website

https://etnasupply.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Plumbing and HVAC Wholesale Distribution

NAICS

Hardware Merchant Wholesalers (423710), Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (423730)

SIC

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

akta.pro primary industry

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

Keywords

• Wholesale plumbing distribution
• HVAC parts distribution
• Fire protection supplies
• Municipal waterworks supplies
• Plumbing contractor supplies

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Wholesale distribution of plumbing, HVAC, fire protection, and municipal supplies to contractors and commercial customers through showrooms, branch locations, and e-commerce platform

Pricing tiers

Distribution channels3 records

Marketing channels5 records

Core offering

ETNA Supply is a wholesale distributor of plumbing, HVAC, fire protection, municipal, and waterworks products serving professional contractors, technicians, and government entities across Michigan and Indiana. The company distributes an inventory of 80,000+ products through five divisions (Plumbing, HVAC, Fire & Fabrication, Municipal, Waterworks), supported by branch locations, showrooms, an e-commerce platform, custom fabrication services, and free HVAC training programs. Three wholly-owned subsidiaries (M&E Manufacturing, City Services, and ICE Trucking) provide vertical integration across manufacturing, field services, and logistics.

Product overview

ETNA Supply is a wholesale distributor offering a comprehensive portfolio of over 80,000 products across five core divisions: Plumbing, HVAC, Fire & Fabrication, Municipal, and Waterworks. The company operates as a unified distribution platform combining product supply with custom fabrication services and technical expertise. Its divisions serve distinct market segments—Plumbing handles residential and commercial plumbing supplies, HVAC provides hydronic heating and air conditioning parts, Fire & Fabrication delivers fire protection products with custom fabrication capabilities, Municipal addresses public infrastructure needs, and Waterworks covers underground stormwater and drainage systems. The company carries multiple sub-brands including Kohler, Delta, Elkay, Viega, Victaulic (including FireLock systems), Milwaukee Tools, Lochinvar, Fujitsu, and Sure Comfort. Three subsidiaries—M&E Manufacturing, City Services, and ICE Trucking—support manufacturing, service delivery, and logistics. Additionally, the company offers free HVAC training programs for customers as a value-added service. The product architecture is organized as a multi-category distribution platform rather than a unified software product with modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Plumbing Division

Quantifiable outcome

• 80,000+ products available across branch network for fast fulfillment

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, primary and minor.

• M&E ManufacturingcoreOthersManufacturing subsidiary of Etna Supply Company that produces specialized products for the company's distribution network
• City ServicescoreOthersService subsidiary providing additional capabilities for Etna Supply's customer base
• ICE TruckingcoreOthersTrucking subsidiary providing logistics and delivery services for Etna Supply's distribution operations
• KohlerprimaryChannel Partner/ Reseller/ DistributorTrusted brand partner for premium bathroom fixtures and plumbing products sold through Etna Supply's distribution network
• Delta FaucetprimaryChannel Partner/ Reseller/ DistributorBrand partner for plumbing fixtures and faucets distributed through Etna Supply's branch network
• ElkayprimaryChannel Partner/ Reseller/ DistributorBrand partner for water solutions including sinks and faucets sold through Etna Supply
• ViegaprimaryChannel Partner/ Reseller/ DistributorBrand partner for innovative plumbing solutions and piping systems distributed through Etna Supply
• VictaulicprimaryChannel Partner/ Reseller/ DistributorBrand partner for grooved mechanical pipe joining systems and fire protection products including FireLock fittings sold through Etna Supply
• Milwaukee ToolprimaryChannel Partner/ Reseller/ DistributorBrand partner for professional tools used in plumbing and HVAC installation work sold through Etna Supply
• LochinvarprimaryChannel Partner/ Reseller/ DistributorBrand partner for water heating solutions and commercial boilers distributed through Etna Supply
• Sure Comfort (by Rheem)minorChannel Partner/ Reseller/ DistributorBrand partner for air conditioners and heat pumps. Etna Supply offers free training sessions led by Rheem-certified trainers for Sure Comfort systems
• FujitsuminorChannel Partner/ Reseller/ DistributorBrand partner for ductless and mini-split HVAC systems. Etna Supply offers free training on Fujitsu H-Series products including diagnostics and system knowledge

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Core & Main: Wholesale distributor of water, sewer, and fire protection products serving municipalities, contractors, and utilities. Direct overlap with ETNA's Waterworks, Municipal, and Fire & Fabrication divisions on HDPE pipe, drainage, and underground infrastructure.
• Winsupply: Privately held group of wholesale distributors serving residential and commercial contractors across plumbing, HVAC, and waterworks. Closely comparable decentralized distribution model and contractor customer base to ETNA's regional showrooms and branches.
• Ferguson Enterprises: Largest North American distributor of plumbing, HVAC, and waterworks supplies with an extensive branch network and overlapping categories (plumbing fixtures, hydronic heating, water heaters, municipal/waterworks). Comparable business model and target customer base of plumbing contractors and trade professionals.
• SRS Distribution: Wholesale distributor of building products (including roofing, drywall, plumbing, and HVAC) to contractors through a rapidly expanded branch network. Comparable multi-category distribution model targeting trade professionals with similar SKU breadth and showrooms.
• Hajoca Corporation: Privately held wholesale distributor of plumbing, HVAC, and industrial supplies operating through local branch showrooms serving contractors. Closely comparable product mix (fixtures, pipes, fittings, water heaters) and contractor-focused service model.

Broad incumbents

• Watsco: Largest U.S. distributor of HVAC equipment, parts, and supplies with national coverage. Overlaps with ETNA's HVAC Division and water heating categories at a much larger scale, and serves similar contractor and dealer customers.
• W.W. Grainger: Broad-line industrial MRO distributor serving maintenance professionals, contractors, and facilities. Overlaps with ETNA's Milwaukee tool line and commercial/institutional maintenance contractor customer base at much larger scale.
• ABC Supply Co. Largest U.S. wholesale distributor of roofing, siding, windows, and related building products to contractors. Comparable trade-focused multi-category distribution model and branch-based contractor service orientation.

Regional players

• Reliable Parts: Wholesale distributor of HVAC, plumbing, and appliance parts with branch and e-commerce operations primarily in the western U.S. and Canada. Comparable trade-counter distribution model and contractor customer base, though geographically distinct from ETNA's Midwest footprint.
• Rexel: Global distributor of electrical, plumbing, and HVAC products serving contractors and industrial customers. Comparable multi-line trade distribution model and contractor customer base, primarily operating outside ETNA's Midwest U.S. core.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@etnasupply/videos
• Facebookfacebook.com/ETNASupply
• LinkedInlinkedin.com/company/etna-supply
• Instagraminstagram.com/etnasupply

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 ETNA Supply