MRCOOL DIY Direct

What MRCOOL DIY Direct does

MRCOOL DIY Direct is the e-commerce retail division of Freedom HVAC Supply, an authorized MRCOOL dealer headquartered in Joplin, Missouri, founded by Matt Lee and operating as a family-owned business with a stated headcount of 1–10. The company holds Top 10 authorized dealer status with MRCOOL (HVAC Distributing LLC) and ships to customers across all 48 contiguous U.S. states. Its commercial proposition centers on MRCOOL's DIY-form factor HVAC equipment, designed for homeowner self-installation using the manufacturer's proprietary Quick Connect refrigerant line-set technology that eliminates the need for specialized evacuation tools.

The catalog comprises approximately 957 SKUs spanning MRCOOL's DIY mini-split systems (ductless, multi-zone, and ceiling-cassette configurations), first- and second-generation central ducted systems, air handlers, heat pumps, line sets, and accessories, with retail price points ranging from roughly $888 for entry-level units to over $6,700 for higher-capacity configurations. During 2025 the catalog was broadened materially into adjacent categories: walk-in cooler/freezer systems, smart electric water heaters, monobloc heat pumps, industrial HVLS ceiling fans marketed under the Cool Blade brand, and the MRBREEZE bladeless consumer fan. The site also provides deterministic sizing tools (BTU Calculator, Manual J Calculator) that guide product selection.

The business model is direct-to-consumer e-commerce with a layered financing stack (PayTomorrow, Bread Pay, Breeze, Shop Pay, Klarna, Affirm), a 110% price-match guarantee, and a Pro Contractor program targeted at licensed HVAC installers, builders, and property managers. Revenue is generated through unit sales of MRCOOL-branded equipment and consumable accessories; gross margin is structurally limited by the dealer's positioning as a reseller rather than manufacturer, with profitability driven by volume, accessory attach, and financing-derived economics. The company's defensibility rests on its authorized-dealer position, nationwide fulfillment reach, and customer service reputation (BBB A+) rather than proprietary technology.

Name

MRCOOL DIY Direct

Legal name

Freedom HVAC Supply

Website

https://mrcooldiydirect.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

MRCOOL DIY Direct, a division of Joplin, Missouri-based Freedom HVAC Supply, is a Top 10 authorized online retailer of MRCOOL DIY HVAC equipment serving DIY homeowners, contractors, landlords, builders, and property managers across the 48 contiguous U.S. states.

Ownership category

akta.pro rank

Product category

Residential HVAC Equipment

NAICS

Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373), Refrigeration Equipment and Supplies Merchant Wholesalers (42374)

SIC

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

akta.pro primary industry

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

Keywords

• Ductless mini split systems
• Heat pump equipment
• HVAC retail
• DIY HVAC installation
• Central ducted systems

Headquarters

HQ city

Seneca

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. HVAC Equipment Sales: One-time sales of complete MRCOOL mini split systems, central ducted heat pumps, gas furnaces, dual fuel systems, and specialty HVAC equipment. Revenue generated through direct e-commerce transactions with prices ranging from approximately $888 to $6,700+ for complete systems.
2. Parts & Accessories Sales: Sales of OEM replacement parts (control boards, fan motors, sensors, line sets), installation accessories (line set covers, refrigerant kits, tools), and add-on components (smart thermostats, surge protection, condensate pumps).
3. Financing Services Revenue: Revenue from financing partnerships with PayTomorrow, Bread Pay, Breeze, Shop Pay, and Klarna, offering installment payment options for customers. Partners provide financing infrastructure while MRCOOL DIY Direct facilitates checkout integration.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

MRCOOL DIY Direct is an authorized MRCOOL dealer operating mrcooldiydirect.com as a direct-to-consumer e-commerce retailer. It sells residential and light commercial HVAC equipment — primarily ductless mini split heat pumps with pre-charged Quick Connect line sets enabling homeowner self-installation — alongside central ducted heat pumps, dual fuel systems, gas furnaces, package units, specialty products (walk-in coolers, water heaters, HVLS fans), OEM replacement parts, and installation accessories. Sales are supported by sizing calculators, system builders, financing partners, and HVAC-expert inside sales.

Product overview

MRCOOL DIY Direct is an authorized MRCOOL dealer offering a comprehensive portfolio of residential and light commercial HVAC products. The core product line centers on ductless mini split heat pump systems available in DIY and professional installation variants. DIY mini splits (E-Star Series, EasyPro Series, DIY Select Series, and HyperHeat Series) feature pre-charged Quick Connect line sets enabling homeowner installation without specialized HVAC tools. Professional systems (Olympus Series, Advantage Series) require licensed installation. Beyond ductless systems, the portfolio includes central ducted solutions (Universal Series, HyperHeat Central Series, VersaPro Series), dual fuel systems combining heat pumps with gas furnaces, gas furnaces, and packaged units. Recent expansion includes specialty products: Monobloc heat pumps (PTAC alternative), MRBREEZE bladeless fans, compact walk-in cooler/freezer refrigeration systems, smart electric water heaters, and industrial HVLS fans. The company provides supporting tools including a system builder, BTU calculator, and Manual J load calculator, plus sells installation accessories and genuine OEM replacement parts. MRCOOL DIY Direct operates as a nationwide e-commerce retailer shipping across the 48 contiguous US states, offering financing options, price matching, and expert technical support.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Installation cost savings of $3,000-$7,000+ compared to traditional professional HVAC installation
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature6 records

Partnerships

One partnership is on record.

• MRCOOL (HVAC Distributing LLC)coreChannel Partner/ Reseller/ DistributorMRCOOL DIY Direct operates as an authorized dealer for MRCOOL HVAC products, with a direct relationship with MRCOOL Corporate described as being 'in touch daily.' The company is one of the largest nationwide dealers of MRCOOL systems, selling to both homeowners and professionals. MRCOOL products are manufactured by HVAC Distributing LLC (QMID: O5Y7).

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Amazon: Marketplace selling a wide range of mini split heat pumps, central HVAC equipment, and parts from multiple brands. Comparable as a broad incumbent capturing DIY HVAC traffic through marketplace listings and Prime shipping economics.
• Ferguson: Largest U.S. distributor of plumbing, heating, ventilation, and air conditioning products serving contractors and commercial buyers. Comparable as a broad incumbent in HVAC distribution with overlapping contractor and prosumer customer base.
• Lowe's: National home improvement chain selling HVAC systems including mini splits and central equipment. Comparable as a broad incumbent competitor with significantly larger scale, store footprint, and installed-base marketing.
• The Home Depot: Largest home improvement retailer in the U.S. with broad HVAC equipment selection including mini splits and central systems. Comparable as a much larger incumbent competing for the same DIY and pro-install buyer with deeper marketing and physical retail reach.

Direct peers

• Sylvane: Online retailer specializing in HVAC equipment including ductless mini splits, heat pumps, and indoor air quality products. Closely comparable as a DTC e-commerce HVAC specialist serving homeowners nationwide.
• eComfort: Long-standing online retailer of HVAC equipment including mini splits, heat pumps, and central systems serving both DIY and contractor buyers. Highly comparable as a national e-commerce HVAC dealer with sizing tools, financing options, and a similar product breadth.
• Alpine Home Air Products: Online HVAC retailer selling mini splits, ducted systems, and accessories directly to homeowners and contractors. Highly comparable as a direct-to-consumer HVAC e-tailer with educational content and similar DIY/professional buyer mix.
• Total Home Supply: Online retailer of HVAC, plumbing, and home comfort equipment including mini splits and central systems. Comparable as a DTC e-commerce competitor targeting DIY homeowners and contractors with similar category coverage.
• National Air Warehouse: Online HVAC distributor selling mini splits, central equipment, and parts to homeowners and contractors. Directly comparable as a national e-commerce HVAC dealer competing in the same buyer segments.
• HVAC.com: HVAC-focused marketplace and retailer connecting buyers with equipment and installers. Comparable as an online HVAC sales channel serving DIY and pro segments, though it leans more toward marketplace than single-brand dealer model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MRCOOLDiyDirect
• Facebookfacebook.com/mrcooldiydirect
• TikToktiktok.com/@mrcooldiydirect
• LinkedInlinkedin.com/company/lee-motorsportsandrepair

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MRCOOL DIY Direct