JFL Marketing
JFL Marketing is a family-owned manufacturers' representative agency founded in 1998, representing 14+ plumbing, HVAC, PVF, and irrigation manufacturers across an eleven-state Midwest territory and earning commissions through field sales from a Walworth, Wisconsin warehouse.
- Company typePrivate
- Founded1998
- HeadquartersCudahy, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What JFL Marketing does
JFL Marketing Inc. is a privately held, family-owned manufacturers' representative agency founded in 1998 and headquartered in Walworth, Wisconsin. The company represents more than fourteen manufacturers in the Plumbing, HVAC, Pipe-Valves-Fittings (PVF), and Well & Irrigation markets, acting as the regional sales arm connecting these principals with distributors, contractors, plumbers, and end users across an eleven-state Midwest territory (Wisconsin, Upper Peninsula of Michigan, Illinois, NW Indiana, Minnesota, North and South Dakota, Iowa, Nebraska, Kansas, and Missouri). Its represented line card includes Cello Products (copper and brass solder fittings, press fittings, PEX fittings, valves), Krowne (stainless foodservice equipment), Aquatic and Bootz (bath products), A O Smith Water Systems, Service Wire, General Pipe Cleaners, OSB Plumbing Solutions, and Wiesman Industries, among others.
The company generates revenue through manufacturer commissions on sales generated through its territory coverage, with no public pricing disclosure. Its go-to-market relies on a small direct sales team operating from a 30,000 square foot warehouse and office facility (relocated in December 2023 from Cudahy to Walworth, WI), supported by a mobile-responsive website and direct phone/email contact. The current named team of four includes Julie Longenecker (President and CFO, 30+ years industry experience), Benjamin Longenecker (Vice President and Director of Sales, joined 2004), Jessica Longenecker (Sales Manager / Office Manager), and Levi Novotny (Sales, joined October 2023). The firm positions itself on "The Service After The Sale" and multi-decade family ownership, with no external investors, parent company, or disclosed funding events.
JFL Marketing firmographics
Firmographics- Name
- JFL Marketing
- Legal name
- JFL Marketing Inc.
- Website
- https://jflmarketing.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- JFL Marketing is a family-owned manufacturers' representative agency founded in 1998, representing 14+ plumbing, HVAC, PVF, and irrigation manufacturers across an eleven-state Midwest territory and earning commissions through field sales from a Walworth, Wisconsin warehouse.
- Ownership category
- akta.pro rank
JFL Marketing industry classification
Industry- Product category
- Plumbing, HVAC, PVF, and Well & Irrigation Manufacturer Sales Representation
- NAICS
- Hardware Merchant Wholesalers (423710)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)
Keywords
Where JFL Marketing is headquartered
LocationHeadquarters
- HQ city
- Cudahy
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
JFL Marketing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Manufacturer Representative Commissions: JFL Marketing operates as a manufacturer's representative agency earning commissions from the manufacturers they represent. They are a family-owned and operated rep agency that has been in business since 1998, serving the Plumbing, HVAC, PVF and Well & Irrigation Markets. Revenue is generated through sales of products from their represented manufacturers including Cello Products, Krowne, Aquatic, and others.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
JFL Marketing product offering
Product offeringCore offering
JFL Marketing is a manufacturers' representative agency that sells and markets products from multiple manufacturers (Cello Products, Krowne, Aquatic, Bootz, Comfort Designs, Crown Industries, Empire Industries, General Pipe Cleaners, Goss Professional Torch Equipment, OSB Plumbing Solutions, Salo, Service Wire Company, Water Systems by A O Smith, and Wiesman Industries) to distributors, plumbers, and contractors in the plumbing, HVAC, PVF, and well & irrigation markets across the U.S. Midwest. The agency provides sales representation, inventory stocking from its 30,000 square foot Wisconsin facility, and after-sale service for its represented manufacturers.
Product overview
JFL Marketing is a sales and marketing representative agency serving the Plumbing, HVAC, PVF, and Well & Irrigation Markets since 1998. The company represents multiple manufacturer brands across its service territory, including Cello Products (copper and brass fittings), Krowne Products (stainless steel foodservice equipment), Aquatic and Bootz (bath products), and various plumbing component manufacturers. JFL Marketing provides sales representation, warehousing, and after-sale service for these manufacturers across Wisconsin, Upper Peninsula of Michigan, Minnesota, North Dakota, South Dakota, Iowa, Nebraska, Kansas, Missouri, and Illinois.
Differentiator
Problem solved
Functional benefit
Products and services
- Cello Products (copper and brass fittings)
- Krowne Products (commercial foodservice stainless steel)
- Aquatic Bath Products
- Bootz Bath Products
- Comfort Designs
- Crown Industries
- Empire Industries
- General Pipe Cleaners
- Goss Professional Torch Equipment
- OSB Plumbing Solutions
- Service Wire Company
- Water Systems by A O Smith
- Wiesman Industries
- Manufacturer Sales Representation Services
Companies that use JFL Marketing
Customer profileNamed customers14 records
Segments1 record
Ideal customer profiles1 record
JFL Marketing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
JFL Marketing partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
JFL Marketing competitors and assessment
Company assessmentRegional players
- Plumb Supply Company: Regional plumbing, HVAC, and industrial wholesale distributor serving the Midwest US. Comparable to JFL as a Midwest plumbing/HVAC wholesale distributor with multi-state coverage, though Plumb Supply operates its own branches rather than a rep agency model.
- Coburn Supply Company: Regional plumbing, HVAC, and industrial products distributor serving Texas and surrounding markets. Comparable to JFL as a wholesale distributor serving plumbing/HVAC contractors, but operating in a different (southern) geography.
Broad incumbents
- Ferguson Enterprises: Largest US wholesale distributor of plumbing, HVAC, waterworks, and industrial products with a national footprint. Comparable as a downstream distribution channel for the same manufacturers JFL represents, but operates at far larger scale and with proprietary inventory and direct national accounts.
- Winsupply: Cooperative-style wholesale distributor of plumbing, HVAC, electrical, and industrial products serving contractors across the US through local affiliate companies. Comparable because it occupies the same wholesale channel position between manufacturers and contractors in plumbing/HVAC, but with a much broader geographic and category footprint.
Direct peers
- Hajoca Corporation: Large privately-held US plumbing, HVAC, and industrial pipe, valves, and fittings distributor serving contractors across multiple regions. Comparable to JFL because both operate as relationship-driven, regional/wholesale distribution intermediaries between plumbing/HVAC manufacturers and contractor customers, though Hajoca operates at substantially larger scale.
- R.S. Martin Group: Manufacturers' representative agency serving plumbing, HVAC, and industrial markets with multi-state territory coverage. Directly comparable to JFL in business model (commission-based rep agency representing manufacturers to distributors and contractors) and product categories served.
- Midwest Marketing Solutions: Independent manufacturers' representative agency focused on the Midwest plumbing, HVAC, and industrial markets. Comparable to JFL as a regional rep agency serving the same geographic territory and similar manufacturer principals.
- The Hayes Group: Independent manufacturers' representative agency serving plumbing, HVAC, and related mechanical product categories. Comparable to JFL in that both are relationship-driven rep agencies earning commissions on manufacturer sales into wholesale and contractor channels.
- The REPP Group: Independent manufacturers' representative agency covering HVAC, plumbing, and related product lines for territory sales to distributors and contractors. Closely comparable to JFL as a peer manufacturers' rep agency operating in the same product categories with a regional sales model.
Others
- Cello Products: Manufacturer of copper and brass fittings (wrot copper solder fittings, cast brass solder fittings, press fittings, valves) — one of JFL's principal represented brands. Listed as an OTHERS peer because it is a principal supplier in JFL's manufacturer network rather than a competitor, but materially relevant to understanding JFL's revenue base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
JFL Marketing social profiles
Digital presenceJFL Marketing financial estimates
Financial estimateRevenue estimate
Valuation estimate
JFL Marketing leadership team
Management profileNumber of profiles
Profiles4 records
JFL Marketing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JFL Marketing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about JFL Marketing
What does JFL Marketing do?
JFL Marketing is a manufacturers' representative agency that sells and markets products from multiple manufacturers (Cello Products, Krowne, Aquatic, Bootz, Comfort Designs, Crown Industries, Empire Industries, General Pipe Cleaners, Goss Professional Torch Equipment, OSB Plumbing Solutions, Salo, Service Wire Company, Water Systems by A O Smith, and Wiesman Industries) to distributors, plumbers, and contractors in the plumbing, HVAC, PVF, and well & irrigation markets across the U.S. Midwest. The agency provides sales representation, inventory stocking from its 30,000 square foot Wisconsin facility, and after-sale service for its represented manufacturers.
Is JFL Marketing a public or private company?
JFL Marketing is a private company. It is classified as family owned and is currently operating.
When was JFL Marketing founded?
JFL Marketing was founded in 1998. It employs 11 to 50 people.
Where is JFL Marketing based?
JFL Marketing is headquartered in Cudahy, United States, in the North America region.
How does JFL Marketing make money?
One revenue line is on record: manufacturer Representative Commissions.
Who are JFL Marketing's main competitors?
Regional players on record are Plumb Supply Company and Coburn Supply Company. Broad incumbents are Ferguson Enterprises and Winsupply. Direct peers are Hajoca Corporation, R.S. Martin Group, Midwest Marketing Solutions, The Hayes Group and The REPP Group. Cello Products is listed as an others.
Does JFL Marketing have an API?
No public API is recorded for JFL Marketing.
What industry is JFL Marketing in?
JFL Marketing's product category is Plumbing, HVAC, PVF, and Well & Irrigation Manufacturer Sales Representation. Its primary akta.pro industry code is CRAOAFAJ, HVAC, Water Heaters & Indoor Air Quality Distribution. Its NAICS code is 423710 and its SIC code is 5070.