Agent Sales & Services

What Agent Sales & Services does

Agent Sales & Services Pty Ltd is a privately held, Western Australia-based B2B chemical product supplier founded in 1990, operating from its headquarters at 38 May Holman, Bassendean. The company is structured around two divisions: a Pool & Spa division that wholesales water treatment chemicals, equipment, and accessories (including its PoolKing, AquaGuard, and AQ series sub-brands) to residential and commercial swimming pool customers, and an Industrial division that supplies industrial-grade chemicals, toll blending, formulating, packaging, product development, chemical importation, and integrated supply chain services (including IBC management and bulk chemical pump-out) to multi-sector industrial buyers.

Revenue is generated through direct wholesale sales of chemical products on a quote-based pricing model, with customers engaging via phone, email, or the company's website request-a-quote form. Sales are led by qualified personnel who provide technical support, and distribution is supported by an in-house fleet of DG Code compliant vehicles out of a DMIRS-licensed Dangerous Goods site. The company is ISO 9001:2015 certified (SAI Global 5-ticks since 1995), holds APVMA product approvals, is an approved DFES site, and is a member of SPASA.

The business operates exclusively within Western Australia and reports no public funding, institutional investors, parent company, or M&A activity. Its customer base is dominated by long-tenured SMB and commercial accounts, with many customers transacting with the company for over 20 years. The company's value proposition rests on regulatory credentials, deep chemical expertise (over 60 years of combined experience cited across personnel), and integrated supply chain capabilities rather than digital or technology differentiation.

Name

Agent Sales & Services

Legal name

Agent Sales & Services Pty Ltd

Website

https://agentsales.com.au

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Agent Sales & Services is a Western Australia-based B2B chemical product supplier founded in 1990, wholesaling pool, spa, and industrial water treatment chemicals with toll blending, formulating, and bulk distribution capabilities to retail, commercial, and industrial customers.

Ownership category

akta.pro rank

Product category

Industrial Chemical Distribution

NAICS

Hardware Merchant Wholesalers (423710)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro industry

PRIMARYCRAEAEAD

Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail)

Consumer Products & Retail/Discount, Club & Value Retail/Cash & Carry / Wholesale Clubs (B2B & B2B2C)

SECONDARYCRAEAEAH

Automotive, Tools & Industrial Supplies (B2B)

Consumer Products & Retail/Discount, Club & Value Retail/Cash & Carry / Wholesale Clubs (B2B & B2B2C)

Keywords

• Pool spa chemicals
• Industrial chemicals supply
• Water treatment chemicals
• Toll blending services
• Bulk chemical distribution

Headquarters

HQ city

Bassendean

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Chemical Products Sales: Wholesale distribution of quality pool, spa, and industrial chemical products to B2B customers including retail and commercial swimming pool & spa sector. Revenue generated through product sales with integrated supply chain solutions including bulk chemical supply, pump-out capabilities, and IBC management solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Agent Sales & Services is a B2B wholesale supplier of quality pool, spa, and industrial chemical products based in Western Australia, established in 1990. The company operates two divisions — Pool & Spa and Industrial — providing chemical products, toll blending, formulating, packaging, product development, and integrated supply chain solutions including bulk storage and pump-out delivery services.

Product overview

Agent Sales & Services is a multi-sector B2B chemical product supplier established in 1990, operating in Western Australia. The company operates two main divisions: Pool & Spa (serving retail and commercial swimming pool sectors) and Industrial (serving various industries with chemical products). Their product portfolio includes PoolKing and AquaGuard branded water treatment chemicals for pools and spas, the AQ series pool treatment products, and a comprehensive range of industrial chemicals. They offer toll blending, formulating, packaging, and product development expertise alongside their chemical supply business.

Differentiator

Problem solved

Functional benefit

Brands

• AquaGuard: Pool treatment product line including safety data sheets for AQ Aquafresh, AQ Balance, AQ Clear Guard, AQ Crystal Express, and related pool chemicals.
• PoolKing

Products and services

• Pool & Spa Chemicals Division Wholesale supply of pool and spa water treatment chemicals for residential and commercial swimming pool and spa sector customers in Western Australia.
• Industrial Chemicals Division Multi-sector industrial chemical supply serving various industries with bulk chemicals, toll blending, formulating, packaging, and integrated supply chain solutions.
• PoolKing Branded Chemicals Pool and spa water treatment chemical product line including algaecides, pH balancers, sanitizers (chlorine/bromine), shock treatments, salt pool solutions, and maintenance products.
• AquaGuard Branded Chemicals Pool and spa water treatment chemicals and safety data sheets for residential and commercial pool maintenance, including AQ Aquafresh, AQ Balance, AQ Clear Guard, AQ Crystal Express and related products.
• Industrial Chemical Range Industrial-grade chemical products including acids (hydrochloric, sulphuric, nitric, phosphoric, formic, oxalic, lactic), bases (sodium hydroxide), oxidizers (hydrogen peroxide, calcium hypochlorite), flocculants, algaecides, and specialty chemicals for various industrial applications.
• Toll Blending and Formulating Services Contract chemical toll blending, formulating, packaging, and product development services including chemical importation and trading via FCL shipments, bulk tank storage, and IBC management solutions.

Quantifiable outcome

• Supplier of The Year Award in Pool & Spa Industry (2019)

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• SPASA (Swimming Pool & Spa Association of Australia)minorOthersMember of SPASA (Swimming Pool & Spa Association of Australia), the industry body for pool and spa businesses. Membership provides industry networking, credibility, and alignment with industry standards and best practices.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Brenntag: World's largest chemical distribution company with full-line industrial and specialty chemical offerings including water treatment chemicals. Comparable by product mix and customer verticals, but operates at global scale with vastly broader sourcing, logistics, and digital procurement capabilities.
• Univar Solutions: Global chemical and ingredient distributor serving industrial, water treatment, and pool/spa-adjacent markets. Comparable by industry vertical and distribution model, though Univar's scale, geographic reach, and digital commerce platform dwarf Agent Sales' WA-only footprint.
• IMCD N.V. Global specialty chemicals and ingredients distributor with strong water-treatment and industrial chemical portfolios. Comparable by distribution model and customer segments; differs by IMCD's specialty formulation focus and global rather than regional scope.

Emerging players

• Poolwerx: Australia-founded pool and spa service franchise network. Overlaps with Agent Sales' pool/spa vertical but operates downstream as a service retailer rather than upstream as a chemical wholesaler; included as a vertical-overlap peer shaping demand for pool chemicals in Australia.

Regional players

• Redox Pty Ltd: Australian-headquartered global chemical distributor supplying industrial chemicals, food ingredients, and specialty products. Comparable business model (B2B chemical distribution with importation and toll blending) serving similar industrial end markets across Australia and beyond.
• IXOM: Australia and New Zealand-based chemical distribution and manufacturing company supplying industrial, water treatment, and pool/spa chemicals. Directly comparable as an Australian B2B chemical distributor operating in adjacent product categories and verticals, but at materially larger scale and national footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/agentsalesandservices
• LinkedInlinkedin.com/company/agent-sales-and-services

Compliance5 records

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 Agent Sales & Services