Piereth Sales Associates

What Piereth Sales Associates does

Piereth Sales Associates (PSA) is a family-owned, B2B sales representation and consulting firm headquartered in Naperville, Illinois. Founded in 2004 by Rich Piereth after 26 years in the pool and spa industry, the company initially represented pool and spa manufacturers across 14 midwestern states and expanded into the outdoor casual furniture vertical in 2010. Today, PSA represents approximately 20 vendor brands spanning pool equipment, chemicals, sanitation systems, floats, covers, pool kits, and luxury outdoor furniture (including umbrellas, ceramic tables, and patio sets), selling through dealers, retailers, and distributors across the Midwest and select adjacent territories.

PSA's core offering is outsourced field sales: outside sales representatives with a minimum of 15 years of industry experience provide contract negotiation, account management, customer service and technical support, tradeshow representation, product launch training, and market intelligence on behalf of manufacturer clients. The firm operates on a professional services revenue model, with compensation structures negotiated per-vendor (commissions and/or retainers; specific pricing is not publicly disclosed). Notably, all of PSA's original 2004 vendor partners remain active clients, underscoring the durability of its relationship-based business model.

The company has no proprietary technology platform, no public API, and no disclosed AI/ML capabilities. Its competitive differentiation rests entirely on the depth of its industry relationships, the tenure of its sales team, and the breadth of its established Midwest dealer network. Recent strategic activity has centered on incremental vendor portfolio expansion (Darlly, Breezesta, Tenjam, OW Lee) and modest sales team additions, consistent with a stable, family-controlled business that has compounded over two decades without external institutional capital.

Name

Piereth Sales Associates

Legal name

Piereth Sales Associates, LLC

Website

https://pierethsales.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Piereth Sales Associates is a family-owned B2B sales representation firm that represents pool & spa and outdoor furniture manufacturers across the Midwest, providing contract negotiation, account management, and market intelligence to approximately 20 vendor brands via a small team of seasoned outside sales representatives.

Ownership category

akta.pro rank

Headquarters

HQ city

Naperville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Travel and Trade Show Participation, Technology or R&D

Revenue model

1. Sales Representation Services: The company earns revenue by providing sales representation services to pool & spa and outdoor casual furniture manufacturers. They implement decades of industry knowledge to service partnered vendors and their customer base through contract negotiation, total account management, customer service and tech support, tradeshow participation, promotional events, product launch training, and market intelligence services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Piereth Sales Associates is a B2B sales representation firm that represents pool & spa and outdoor casual furniture manufacturers across 14 midwestern states. The firm provides contract negotiation, total account management, customer service and tech support, tradeshow participation, promotional events, product launch training, and market intelligence services to its vendor partners, selling to dealers, retailers, service professionals, and distributors.

Product overview

Piereth Sales Associates is a sales representation firm founded in 2004 that represents multiple vendor brands across two main product categories: Pool & Spa Products (including Medallion Swim Pools, N. Jonas Chemicals, Danner Manufacturing, Poolmaster, Purity Tek, Swimables, Texas Recreation, Wilbar, FeherGuard, Covia/AquaQuartz, Tenjam, and Z PoolForm) and Luxury Outdoor Furniture (including OW Lee, Ebel Inc., Galtech, Gensun, Homecrest, Shadowspec, Domiziani, and Breezesta). The company provides sales and consulting services to these vendors across 14+ midwestern states, offering contract negotiation, market intelligence, trade show representation, and customer service support. Piereth Sales Associates operates as a multi-brand portfolio representation firm rather than a single unified product platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales Representation Services Outside sales representation covering 14 midwestern states for pool & spa and outdoor casual furniture manufacturers; primary contacts assigned to retail partners with team support across the territory.
• Contract Negotiation and Total Account Management Contract negotiation and total account management for vendor partners with dealers, retailers, and distributors in the Midwest territory.
• Market Intelligence and Product Forecasting Market intelligence, product evaluation, forecasting, and industry analysis provided to vendor partners to inform their Midwest market strategy.
• Tradeshow Participation and Promotional Events Tradeshow representation and promotional event participation on behalf of vendor partners, including Summer Casual Market Atlanta, Fall Casual Market Atlanta, International Pool Spa & Patio Expo, and other major industry events.
• Customer Service and Technical Support Customer service and technical support provided to vendors and their customers on pool, spa, and outdoor furniture products represented by the firm.
• Product Launch Training Product launch training delivered to dealers, retailers, and distributor partners on behalf of vendor clients rolling out new pool, spa, or outdoor furniture products.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered major and core.

• TenjammajorStrategic or Co-development Partner · 14 June 2023Innovative pool furniture manufacturer. Partnership to offer Splash Series collection including Shayz In-pool Lounger in the Midwest.
• Medallion Swim Pools Inc. (Expanded)majorStrategic or Co-development Partner · 24 May 2023Expanded strategic partnership covering full Midwestern territory including North Dakota, South Dakota, Nebraska, Kansas, Minnesota, Iowa, Missouri, Wisconsin, Illinois, Michigan, Indiana, Kentucky, and Ohio.
• Breezesta FurnituremajorStrategic or Co-development Partner · 6 September 2022Eco-friendly luxury poly furniture brand. Uses recycled milk jugs and water bottles converted to poly lumber at their own recycling plant in New Holland, PA.
• Darlly Total Filtration SolutionsmajorStrategic or Co-development Partner · 11 April 2022Strategic partnership to offer Darlly filtration products throughout Midwest and south-central United States. Global filtration leader serving pool and spa industries.
• Domiziani Indoor & Outdoor TablescoreStrategic or Co-development Partner · 1 January 2010Italian ceramic table manufacturer with 30+ years experience. Founded 1987, produces indoor and outdoor tables using lava rock and volcanic stone materials.
• Ebel Inc.coreStrategic or Co-development Partner · 1 January 2010Luxury outdoor furniture manufacturer founded 1988. Family-owned company offering quality outdoor products at unparalleled value. Partners with Trees for the Future - plants one tree for each piece of furniture produced.
• Galtech UmbrellascoreStrategic or Co-development Partner · 1 January 2010Umbrella manufacturer for 24 years. Aluminum umbrellas with stainless steel cables and patented auto tilt mechanisms. Extensive Sunbrella fabric selections.
• Gensun CasualcoreStrategic or Co-development Partner · 1 January 2010Family-owned outdoor furniture manufacturer since 2001. Focus on beautiful, comfortable, and durable products for outdoor living.
• Homecrest Outdoor LivingcoreStrategic or Co-development Partner · 1 January 2010Outdoor patio furniture manufacturer in Wadena, Minnesota. Offers 30 collections with aluminum, steel, and cast frame construction. Affordable luxury and versatile outdoor living.
• Ow LeecoreStrategic or Co-development Partner · 1 January 2010Handcrafted casual outdoor furniture manufacturer for 75 years. 400,000+ sq ft manufacturing facility in Comfort, Texas. American family tradition.
• Shadowspec UmbrellascoreStrategic or Co-development Partner · 1 January 2010World-class outdoor shade umbrellas from New Zealand. Cantilever, wall mounted, and center pole umbrellas for residential and commercial use.
• Covia/AquaQuartzcoreStrategic or Co-development Partner · 1 January 2004Pool filtration sand supplier providing high-purity filter sand for swimming pool filtration. Covia is a major minerals and materials company serving water filtration markets.
• Danner ManufacturingcoreStrategic or Co-development Partner · 1 January 2004Pool pumps and fountains manufacturer with over 80 years of history. Family-owned business manufacturing magnetically driven and hybrid pool pumps in the USA.
• Horizon Reels/FeherguardcoreStrategic or Co-development Partner · 1 January 2004Solar blanket reel systems manufacturer. Feherguard designed and built the first solar cover reel in the pool industry in 1977. North American made products.
• Medallion Swim Pools Inc.coreStrategic or Co-development Partner · 1 January 2004Steel and aluminum pool kit manufacturer. Only manufacturer producing four different types of pool walls. Made in USA with 88,000 sq ft manufacturing facility in Virginia.
• N. Jonas ChemicalscoreStrategic or Co-development Partner · 1 January 2004America's largest private labeler of pool and spa chemicals. Same day shipping with next day delivery across the nation.
• PoolmastercoreStrategic or Co-development Partner · 1 January 2004Aftermarket pool and spa products manufacturer. Six product lines: Backyard & Decor, Games & Toys, Floats, Inflatables, Maintenance, Swim & Dive Gear. Founded 1958.
• Purity TekcoreStrategic or Co-development Partner · 1 January 2004Advanced oxidation process (AOP) pool sanitation systems. The ONLY residential pool system proven to sanitize beyond US drinking water standards. Medical-grade specifications.
• SwimablesStrategic or Co-development Partner · 1 January 2004Pool and spa parts manufacturer founded in 2014. Products designed to exceed OEM quality. Uses rapid prototyping for 5-day design-to-prototype cycle.
• Texas RecreationcoreStrategic or Co-development Partner · 1 January 2004Pool floats and recreational products manufacturer. Pioneer of personal flotation products in vinyl coating industry. Eco-friendly manufacturing with regenerative thermal oxidizers.
• Wilbar/TrendiumcoreStrategic or Co-development Partner · 1 January 2004Aboveground and semi-inground pools manufacturer using steel, resin, or aluminum. Also offers pools, decks, and fences.
• Z PoolForm-Z CounterformcoreStrategic or Co-development Partner · 1 January 2004Concrete pool coping form systems. Reusable forms eliminating blowouts and tie wires.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Brown Jordan: Manufacturer of premium outdoor casual furniture using similar materials and finishes to PSA's outdoor vendor portfolio (OW Lee, Ebel, Gensun, Homecrest). Direct overlap with PSA's luxury outdoor furniture vertical in serving dealers and retailers across the US.
• Telescope Casual Furniture: Manufacturer of residential and commercial outdoor casual furniture including aluminum and sling patio collections. Comparable product category and dealer channel to PSA's outdoor casual furniture portfolio.
• Summer Classics: Manufacturer and wholesaler of indoor and outdoor premium casual furniture, distributed to specialty retailers across the US. Directly comparable in product category and channel; PSA itself indirectly competes by representing rival lines (OW Lee, Ebel, Galtech, etc.) into the same dealer base.

Emerging players

• Winston Furniture: Outdoor casual furniture manufacturer offering cast aluminum, extruded aluminum, and woven furniture lines. Overlaps PSA's outdoor furniture category and dealer channel; comparable in scale to several of PSA's represented vendors.

Broad incumbents

• Pentair: Global manufacturer of pool and spa equipment, water treatment, and fluid handling products. Comparable industry vertical and channel through the pool dealer ecosystem that PSA covers; broader portfolio and serves overlapping end customers.
• Heritage Pool Supply Group: Specialty distributor of pool and spa equipment, supplies, and parts operating across multiple US regions. Comparable as a channel intermediary in the same pool/spa ecosystem PSA serves, though as a distributor rather than a manufacturers' rep.
• Hayward Industries: Large manufacturer of pool equipment, filters, pumps, heaters, and automation. Adjacent participant in the pool/spa value chain whose products flow through the same Midwest dealers PSA represents — comparable industry and channel context, though as a principal not an agent.
• HornerXpress Worldwide: Wholesale distributor of pool, spa, and patio products serving commercial and residential dealers across many US regions. Overlapping customer segment (pool/spa and patio dealers) and overlapping product breadth to PSA's represented lines.
• Pool Corporation: Public wholesale distributor of pool and spa products serving the same Midwest and broader US dealer base that PSA covers. Comparable as a downstream channel participant in the pool/spa value chain, though operating at vastly larger scale as a distributor (not a rep firm).
• SCP Distributors: Pool Corp subsidiary distributing pool products to retailers and builders nationwide. Operates in the same Midwest dealer channel PSA represents vendors into; comparable as a parallel sales channel reaching the same end customers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Piereth Sales Associates