Primo Supply

What Primo Supply does

Primo Supply is a privately held U.S. specialty e-commerce retailer and a division of Western DataLynx Inc., operating from Shingle Springs, California since 1998. The company sells fire pumps, water pressure booster pumps, firefighting equipment, fire-resistant building materials, water treatment systems, and related accessories through a BigCommerce-powered direct-to-consumer website, a phone sales line, and a physical showroom. Its products are sourced from multiple OEMs including Davey, Darley, AY McDonald, Viqua, Luminor Environmental, Scotty, Briggs & Stratton, Honda, and Kohler, and are sold under Primo-owned trademarks (Primo®, Home Firefighting™, Flame-Foam®, Defend You Defensible Space®). Pricing is unit-based across consumer-grade equipment (starting around $1,200 for residential booster pumps and $2,400–$4,150 for fire pumps) and commercial/industrial systems (priced up to $22,000+). The company was founded by David Evraiff in response to California wildfires and serves five customer segments: homeowners, ranchers and farms, government agencies, the U.S. Military, and industrial/commercial users, with shipping restricted to the continental United States, Alaska, and Hawaii.

The company's go-to-market is direct-to-consumer with inside-sales support for complex and large equipment orders. Revenue is generated through one-time hardware sales with no subscription, SaaS, or recurring component visible in the catalog. Distribution is exclusively first-party — its own e-commerce site, its own phone line, and its own showroom — with no third-party retail, marketplace, or distributor dependence disclosed. Marketing relies on content (a blog covering wildfire safety and product education), an email newsletter (6,000+ subscribers), and organic social media on Facebook, YouTube, and Instagram. Operationally, the firm is bootstrapped with no external funding rounds disclosed and full ownership retained by parent company Western DataLynx Inc.

Core product technology centers on portable and stationary pumping systems. Flagship offerings include the DuraMAC Programmable Pressure Booster Pumps with VFD constant pressure control, Davey Firefighter high-pressure twin-impeller portable pumps paired with Kohler or Honda industrial engines, and Darley professional fire pumps ranging from 6 to 61 horsepower. Supporting the pumps is a full accessories catalog of hoses, nozzles, valves, fittings, foam and Barricade II gel products, plus flame- and ember-resistant building materials meeting California Chapter 7a codes. The company emphasizes rigorous product testing before listing and the curation of professional-grade equipment into homeowner-accessible form factors as its central technical differentiator.

Name

Primo Supply

Legal name

Western DataLynx Inc.

Website

https://primosupply.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Primo Supply is a privately held U.S. e-commerce retailer founded in 1998, selling fire pumps, water pressure booster systems, firefighting equipment, and water treatment products to homeowners, ranchers, government agencies, the U.S. Military, and commercial users across the continental United States, Alaska, and Hawaii.

Ownership category

akta.pro rank

Product category

Fire Protection Equipment

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)

SIC

Pumps & Pumping Equipment (3561), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Pumps & Plumbing Pump Accessories (Sump, Sewage, Booster) (IMADALAL)

akta.pro secondary industries

Pump & Compressor Packages (Skids, Booster Sets) (IMAHANAG), Specialty & Metering Pumps (IMAHANAC)

Keywords

• Water pumps
• Fire protection equipment
• Wildfire defense systems
• Pressure booster pumps
• Water treatment products

Headquarters

HQ city

Shingle Springs

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, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: One-time sales of water pumps, firefighting equipment, water treatment products, and accessories through e-commerce platform. Products range from consumer-grade to professional/commercial equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Primo Supply is a U.S. e-commerce retailer and direct-to-consumer seller of water pumps, firefighting equipment, fire resistant building materials, and water treatment products. The company curates a catalog from manufacturers such as Davey, Darley, DuraMAC, AY McDonald, Honda, Kohler, Briggs & Stratton, Scotty, Barricade, Viqua, and Luminor, and packages them under proprietary brands including Home Firefighting and Primo Fire Pumps for both residential wildfire defense and commercial/industrial applications.

Product overview

Primo Supply is an e-commerce retailer and division of Western DataLynx Inc. offering a comprehensive portfolio of water management and fire protection products. The product portfolio is organized into several core categories: (1) Water Pumps including DuraMAC programmable pressure booster pumps, Davey pressure booster pumps with Torrium controllers, DuraMAC commercial pressure systems, and AY McDonald commercial/agricultural pumps; (2) Fire Pumps including Davey Firefighter high-pressure twin impeller portable pumps, Darley professional fire pumps (6-61 hp), and Home Firefighting portable pump systems and cart systems with Davey Firefighter wet ends paired with Kohler or Honda engines; (3) Fire Fighting Equipment featuring Scotty firefighter backpacks, nozzles, and gear, Barricade II fire protection gel, fire fighting foam, hoses, fittings, and valves; (4) Fire Resistant Building Materials including flame/ember resistant vents and Flame Stop fire retardant coatings; (5) Water Treatment products from Viqua and Luminor for filtration and UV purification; and (6) Accessories including pressure tanks, batteries, Cox hose reels, Primo ceramic grills, and pond supplies. The company serves homeowners, ranchers, farms, industrial/commercial users, government agencies and the U.S. military. Founded in 1998 in response to California wildfires, the company specializes in home firefighting systems and professional-grade fire protection equipment.

Differentiator

Problem solved

Functional benefit

Brands

• Home Firefighting™: Home fire protection product line including portable fire pumps and cart systems for homeowners to protect properties during wildfire events
• Primo® Fire Pumps

Products and services

• DuraMAC Programmable Pressure Booster Pumps Smart programmable pumps with stainless steel construction, constant pressure VFD technology, and programmable controls for household, commercial, and agricultural pressure boosting and irrigation applications.
• Davey Pressure Booster Pumps Pressure booster pumps featuring Torrium 2 controllers for intelligent pressure management, including BT Series, BIT Series, Dynadrive variable speed, and EvoDrive VFD constant pressure models.
• DuraMAC Commercial Pressure Systems Packaged commercial pressure booster pump systems including Simplex and Duplex configurations with tank systems for commercial, food service, and agricultural applications.
• AY McDonald Commercial and Agricultural Pumps Comprehensive pump line including dewatering pumps, high pressure pumps, irrigation and booster pumps, jet pumps, and sump/sewage/effluent pumps for commercial, industrial, turf, and agricultural applications.
• Davey Firefighter Pumps High-pressure twin impeller portable fire pumps used by firefighters worldwide, available with Kohler or Honda industrial engines, with wet ends compatible with various pump cart configurations.
• Darley Fire Pumps Professional fire pumps ranging from 6 to 61 hp for serious firefighting and water transfer applications.
• Home Firefighting Portable Fire Pumps Portable fire pump systems featuring Davey Firefighter wet ends with Kohler or Honda industrial engines, allowing homeowners to utilize pools, lakes, ponds, or water tanks for wildfire defense.
• Home Firefighting Pump Cart Systems Mobile cart-based fire pump systems featuring Davey Firefighter wet ends with Kohler or Honda industrial engines for property protection during wildfire events.
• Wildfire Defense Hot Tub Pump Packages Affordable pump packages enabling application of fire foam or Barricade Gel using limited water supplies such as hot tubs for wildfire structure protection.
• Scotty Firefighter Products Durable firefighting backpacks (Alpha and Bravo series), nozzles, eductors, hose tools, quick connect fittings, and comprehensive firefighting gear for professional and homeowner use.
• Barricade II Fire Protection Gel Environmentally safe hydrating gel providing long-lasting wildfire structure protection, covered by direct manufacturer warranty for 3 years from date of sale.
• Fire Fighting Foam Foaming and wetting agents for Class A, B, and C fire protection and firefighting applications.
• Hose and Hose Tools Professional grade fire hose, suction hose, utility hose, and hose tools for firefighting and washdown applications.
• Nozzles and Shutoffs Professional nozzles and shutoffs for firefighting and washdown applications including fog nozzles, straight stream nozzles, and foam delivery systems.
• Fittings and Adaptors Aluminum, brass, stainless steel and polymer fittings and adaptors for various firefighting and water transfer applications.
• Valves Quality brass, aluminum, stainless steel, and PVC valves and accessories for firefighting applications.
• Fire Resistant Building Materials Fire resistant construction materials including flame and ember resistant vents meeting California Chapter 7a and other fire/building codes, and fire retardant coatings.
• Flame Stop Fire Retardants Fire retardants and flame retardants for interior and exterior fire protection applications.
• Viqua Water Treatment Systems Water filtration, UV purification, and conditioning systems for residential water treatment applications.
• Replacement Parts and Service Replacement parts and service support for pumps and engines from Briggs & Stratton, Davey, Honda, Kohler, and AY McDonald brands.
• Pressure Tanks, Regulators and Gauges Pressure tanks, regulators and gauges for municipal supplies, wells, general pressure boosting, and irrigation applications.
• Cox Hose Reels Professional hose reel products including portable carts, hand crank reels, and motorized reels for fire hose management.
• Primo Ceramic BBQ Grills Versatile oval-shaped ceramic grills made in USA for superior smoking and grilling applications.
• Pond and Fountain Supplies Pumps, basins, and accessories for pond and fountain water feature applications.
• First Responder Gifts Unique gifts for first responders including firefighters, their families, co-workers, and enthusiasts.

Quantifiable outcome

• Professional grade systems have been used successfully by homeowners, ranchers, farms, industrial/commercial users, government agencies and U.S. military

Named customers5 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

Integration1 record

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Pentair: Global water treatment and flow solutions manufacturer whose pumps and water systems overlap with Primo's pressure booster and water treatment (Luminor/Viqua) categories; broad incumbent with deeper commercial reach into Primo's end markets.
• Grainger (W.W. Grainger): Massive industrial MRO distributor carrying pumps, fire protection equipment, and pressure systems — overlaps with Primo's commercial/government and light-industrial assortment but serves a much broader portfolio and enterprise contracts.
• MSC Industrial Direct: Large industrial MRO distributor carrying pumps, plumbing supplies and maintenance equipment; broad incumbent that competes for commercial/government buyers Primo also serves in pressure systems and fire protection.
• Davey Water Products: Global pump and water systems manufacturer (and Primo Supply's largest featured brand via Davey Firefighter and pressure booster pumps); relevant as both an upstream supplier whose strategic DTC decisions shape Primo's assortment and as a competitor across pressure boosting.
• FERGUSON: Large plumbing, HVAC and water-management distributor with fire pump and water treatment exposure; broad incumbent competitor for Primo's commercial pressure systems and plumbing/heating equipment customers.

Direct peers

• Zoro: Pure-play e-commerce industrial MRO retailer carrying pumps, plumbing/heating equipment and supplies; comparable online-first model competing for the same SMB buyer in booster pumps, fittings, and water-handling categories.
• Northern Tool + Equipment: DTC and catalog retailer of pumps, pressure boosters, generators, and outdoor/utility equipment to homeowners, contractors and commercial buyers; comparable DTC e-commerce model and overlapping residential/light-commercial pump and equipment assortment.
• W.S. Darley & Co. Family-owned fire pump manufacturer and distributor selling portable fire pumps (6-61 hp), nozzles, foam, and accessories to fire departments and homeowners — directly overlapping with Primo Supply's Davey/Darley fire pump retail line and firefighting gear assortment.
• Global Industrial Company: Online/direct B2B distributor of industrial equipment including pumps, water treatment, and fire-related supplies; closest large-scale comparable to Primo's e-commerce distribution model for commercial and governmental customers.
• US Fire Equipment: Specialty distributor of fire fighting equipment, hoses, nozzles, foam, and structural fire protection products serving municipal, industrial and homeowner customers; mirrors Primo's fire equipment vertical and end-customer mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@primosupply
• Facebookfacebook.com/primosupply
• Instagraminstagram.com/primo_pumps
• Xx.com/PrimoSupply

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 Primo Supply