Natura Water
Natura Water LLC designs, manufactures, and distributes Italian-designed commercial water dispensers with triple-stage filtration, serving hotels, restaurants, cruise lines, offices, and residential customers globally through direct sales, leasing, distributors, and four regional subsidiaries.
- Company typePrivate
- Founded2010
- HeadquartersNew Albany, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Natura Water does
Natura Water LLC is a US-based manufacturer and distributor of commercial water dispensers, headquartered in New Albany and privately held under Lynn Tilton's affiliated investment funds. The company designs, engineers, and produces its own Italian-designed stainless-steel dispensing systems — including the countertop B5, D5, and Bella Cascata units and the undercounter B5U and D5U units — using a three-stage filtration process that combines an NSF-certified sediment filter (5 micron), an ANSI 53-certified carbon filter (0.5 micron), and a NASA-derived electropositive NanoCeram filter (0.2 micron) that eradicates 99.95% of endotoxins. It is positioned as the only woman-owned manufacturer in the water filtration industry and holds WBENC certification.
The company monetizes through a hybrid model: one-time hardware sales, an all-inclusive 39-month leasing program ($199-$399/month bundling installation, service, and filter changes), and recurring consumables including filter replacement packages ($265/year) and a CO2 cylinder swap program ($60 initial, $42 refill). Distribution combines direct enterprise field sales targeting hotels, restaurants, cruise lines, and corporate offices; an actively recruited distributor and national account partner program; direct-to-consumer e-commerce through shopnaturawater.com; and four wholly-owned regional subsidiaries (Natura Canada, Natura Mexico, Natura Africa, Natura Asia) covering 50 US states and more than 10 countries.
The customer base spans flagship hospitality brands (Disney, Marriott, Hilton, Hyatt, Ritz-Carlton, Four Seasons, IHG, Omni, SLS), cruise lines (Royal Caribbean, Virgin Voyages, Carnival), and large tech offices (Google, Facebook), with stated customer outcomes of $1.28 per-liter cost savings versus bottled sparkling water and 160% profitability uplift for on-premises dispensing. Founded in 2010 with 15+ years of category presence, Natura continues to expand its product line (notably the Bella Cascata residential system and the Natura 1L Glass Bottle launching April 2026) and its recurring-revenue mechanics.
Natura Water firmographics
Firmographics- Name
- Natura Water
- Legal name
- Natura Water LLC
- Website
- https://naturawater.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Natura Water LLC designs, manufactures, and distributes Italian-designed commercial water dispensers with triple-stage filtration, serving hotels, restaurants, cruise lines, offices, and residential customers globally through direct sales, leasing, distributors, and four regional subsidiaries.
- Ownership category
- akta.pro rank
Natura Water industry classification
Industry- Product category
- Commercial Water Dispensers
- NAICS
- Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914)
- SIC
- Refrigeration & Service Industry Machinery (3580)
- akta.pro primary industry
- Countertop Water Filtration Systems (CRAJAJAC)
- akta.pro secondary industries
- Pitcher & Dispenser Water Filters (CRAJAJAB), Adsorption & Taste/Odor Control (GAC/PAC, Air Stripping) (EUANABAF)
Keywords
Where Natura Water is headquartered
LocationHeadquarters
- HQ city
- New Albany
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Natura Water business model
Business model- 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
- Water Dispenser Sales: Sale of water dispensing systems (countertop and undercounter units) including B5, D5, B5U, D5U, and Bella Cascata models. One-time hardware purchase with pricing based on model and capacity.
- Equipment Leasing: Monthly lease program offering all systems at $199/month (limited time promotional pricing, normally varies by model from $299-$379/month). Includes free shipping, installation, service, and filter changes. 39-month lease terms.
- CO2 Cylinder Swap Program: Recurring revenue from CO2 cylinder exchanges. Initial purchase $60 for 2 cylinders, refills at $42. Includes prepaid shipping labels and return box. Delivered in 2-3 business days.
- Filter Replacements: Annual filter package sold for $265 (free shipping). Replacement filters recommended twice yearly. 1 Year Filter Package available through e-commerce store.
- Natura Bottles: Sale of reusable glass water bottles at $81 (case of 12). Premium glass construction with screw caps, available in Clear and Blue. Eco-friendly alternative to single-use plastic bottles.
- Warranty and Service: 1-year full parts and labor warranty on all systems. Professional installation and service available. Warranty voided for self-installation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | B5 Countertop System Lease - As low as $319/month standard |
| Subscription | Monthly | D5 Countertop System Lease - As low as $369/month standard |
| Subscription | Monthly | B5U Undercounter System Lease - As low as $349/month standard |
| Subscription | Monthly | D5U Undercounter System Lease - As low as $399/month standard |
| Unit Pricing | Pay-as-you-go | CO2 Cylinder Swap - Initial Purchase |
| Unit Pricing | Pay-as-you-go | CO2 Cylinder Swap - Refills |
| Unit Pricing | Pay-as-you-go | 1 Year Filter Package |
| Unit Pricing | Pay-as-you-go | Natura Bottles Case |
| Usage-based | Pay-as-you-go | B5 System Daily Operating Cost |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
Natura Water product offering
Product offeringCore offering
Natura Water designs, manufactures, and distributes Italian-designed commercial water dispensers featuring triple-stage filtration (NSF-certified sediment, ANSI 53 carbon, and NASA-derived NanoCeram electropositive filtration) that deliver chilled still, sparkling, and ambient water on demand. The company offers countertop (B5, D5, Bella Cascata) and undercounter (B5U, D5U) systems to hotels, restaurants, cruise lines, and corporate offices, supplemented by recurring revenue from CO2 cylinder swaps, filter replacement packages, all-inclusive leasing, and reusable Natura bottles.
Product overview
Natura Water offers a portfolio of Italian-designed, triple-filtered water dispensers consisting of countertop and undercounter systems. The product lineup includes the Bella Cascata (compact countertop with UV filtration, 10L/hr), B5 (countertop, 35L/hr), D5 (countertop with ambient water, 80L/hr), B5U (undercounter, 35L/hr), and D5U (undercounter with ambient water, 80L/hr). All systems feature a 3-stage filtration process using NSF-certified sediment, carbon, and NASA-derived NanoCeram filters. The portfolio is complemented by reusable glass bottles, filter replacement packages, CO₂ cylinder swap services, and an all-inclusive leasing program. The products serve commercial environments including restaurants, hotels, offices, and hospitality venues, providing chilled still, chilled sparkling, and ambient water options.
Differentiator
Problem solved
Functional benefit
Brands
- Bella Cascata: Countertop water dispensing system delivering triple-filtered, chilled sparkling and chilled still water at 10 liters per hour with internal UV filter
- Natura CO₂
Products and services
- Natura B5 Countertop Water Dispenser Countertop water dispenser delivering 35 liters per hour of triple-filtered, chilled still and chilled sparkling water for hospitality, office, and food service buyers.
- Natura D5 Countertop Water Dispenser Countertop water dispenser delivering 80 liters per hour of triple-filtered, chilled still, chilled sparkling, and ambient water for high-traffic commercial venues.
- Natura B5U Undercounter Water Dispenser Undercounter water dispenser delivering 35 liters per hour of triple-filtered, chilled still and chilled sparkling water with integrated WaterBlock leak protection.
- Natura D5U Undercounter Water Dispenser Undercounter water dispenser delivering 80 liters per hour of triple-filtered, chilled still, chilled sparkling, and ambient water with WaterBlock leak protection and adjustable carbonation.
- Natura Bella Cascata Countertop Water Dispenser Compact countertop water dispenser delivering 10 liters per hour of triple-filtered (including internal UV filter), chilled sparkling and chilled still water for residential and small office buyers.
- Natura Leasing Program Monthly all-inclusive leasing program for Natura water dispensers covering shipping, installation, service, filter changes, and warranty for the lease term.
- Natura CO2 Cylinder Swap Program Recurring CO2 cylinder exchange program for sparkling water production; ships fresh cylinders with prepaid return labels for empty cylinder pickup.
- 1 Year Filter Package Annual replacement filter package containing sediment, carbon, and NanoCeram filters for Natura dispenser owners, recommended twice-yearly replacement.
- Natura Reusable Bottles Reusable water bottles for use with Natura dispensers, offered as an eco-friendly alternative to single-use plastic bottles.
- Natura 1L Glass Bottle Premium 1L refillable glass bottle with screw cap sold as a case of 12, designed for use with Natura dispensers as a sustainable alternative to single-use plastic.
Quantifiable outcome
- Cost savings of $1.28 per liter vs wholesale store-bought bottled sparkling brands
- +4 more outcomes
Companies that use Natura Water
Customer profileNamed customers14 records
Segments6 records
Ideal customer profiles3 records
Natura Water technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Natura Water partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Women's Business Enterprise National Council (WBENC)coreNatura Water is certified as a woman-owned business through WBENC, the largest certifier of women-owned businesses in the US. This certification enables Natura to participate in supplier diversity programs and provides competitive advantages in government and corporate procurement.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Natura Water competitors and assessment
Company assessmentBroad incumbents
- Brita (The Clorox Company): Brita is a leading consumer water filtration brand (pitchers, dispensers, replacement filters) owned by Clorox with massive retail distribution. Comparable on filtration technology and recurring filter revenue, though distribution and target buyer skew consumer rather than commercial.
- Primo Water Corporation: Primo Water is a large North American water services company offering bottled water, water dispensers, and exchange/refill services through retail and direct channels. Overlaps with Natura on dispensers and recurring consumables; broader portfolio and public-company scale.
- Culligan International: Culligan is a global incumbent in residential, commercial, and industrial water treatment, including point-of-use dispensers and filtration services. Operates at much larger scale than Natura with broader product portfolio and established dealer network; overlapping commercial dispenser business.
Direct peers
- Waterlogic: Waterlogic manufactures and services premium bottleless water coolers and dispensers with advanced filtration for offices and hospitality globally. Directly comparable to Natura across product category, target customers, lease/service model, and international footprint.
- Bevi: Bevi designs and manufactures smart countertop and freestanding water dispensers delivering filtered still, sparkling, and flavored water to offices and commercial customers. Directly comparable to Natura in target market (commercial hydration), product form factor, and recurring revenue model via flavor cartridges and service subscriptions.
- Elkay Manufacturing: Elkay is a long-established US manufacturer of water coolers, drinking fountains, and bottle-filling stations widely used in commercial, educational, and hospitality settings. Comparable product category (commercial water dispensing hardware) with overlapping institutional customer base.
- Oasis International: Oasis designs and manufactures point-of-use water coolers and dispensers for offices, schools, and hospitality venues worldwide. Comparable product category with bottleless filtration and a global distributor footprint overlapping Natura's commercial focus.
- Quench (by Primo Water): Quench is a leading US provider of point-of-use filtered water dispensers and bottleless coolers for offices, hospitality, and healthcare, sold on a subscription/leasing basis. Closest scaled competitor to Natura with a similar all-inclusive lease, install, and filter change commercial model.
Emerging players
- Liquo Water: Liquo provides commercial water dispenser-as-a-service solutions to offices and hospitality with an IoT-enabled connected dispenser model. Comparable commercial hydration-as-a-service positioning to Natura, though smaller scale and different technology stack.
- SodaStream (PepsiCo): SodaStream makes countertop machines that carbonate tap water for consumers and small offices, overlapping Natura's sparkling water on-demand value proposition. Distinct in being primarily consumer/retail rather than commercial hospitality, but adjacent technology and end-user benefit.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Natura Water social profiles
Digital presenceNatura Water compliance and trust
Trust signalCompliance5 records
Natura Water financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natura Water leadership team
Management profileNumber of profiles
Profiles1 record
Natura Water subsidiaries and ownership
Company hierarchySubsidiaries4 records
Natura Water funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natura Water 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 Natura Water
What does Natura Water do?
Natura Water designs, manufactures, and distributes Italian-designed commercial water dispensers featuring triple-stage filtration (NSF-certified sediment, ANSI 53 carbon, and NASA-derived NanoCeram electropositive filtration) that deliver chilled still, sparkling, and ambient water on demand. The company offers countertop (B5, D5, Bella Cascata) and undercounter (B5U, D5U) systems to hotels, restaurants, cruise lines, and corporate offices, supplemented by recurring revenue from CO2 cylinder swaps, filter replacement packages, all-inclusive leasing, and reusable Natura bottles.
Is Natura Water a public or private company?
Natura Water is a private company. It is classified as private equity controlled and is currently operating.
When was Natura Water founded?
Natura Water was founded in 2010. It employs 11 to 50 people.
Where is Natura Water based?
Natura Water is headquartered in New Albany, United States, in the North America region.
How does Natura Water make money?
Six revenue lines are on record. Water Dispenser Sales are the primary driver. The others are equipment Leasing, CO2 Cylinder Swap Program, filter Replacements, natura Bottles and warranty and Service.
Who are Natura Water's main competitors?
Broad incumbents on record are Brita (The Clorox Company), Primo Water Corporation and Culligan International. Direct peers are Waterlogic, Bevi, Elkay Manufacturing, Oasis International and Quench (by Primo Water). Emerging players are Liquo Water and SodaStream (PepsiCo).
Does Natura Water have an API?
No public API is recorded for Natura Water.
What industry is Natura Water in?
Natura Water's product category is Commercial Water Dispensers. Its primary akta.pro industry code is CRAJAJAC, Countertop Water Filtration Systems, with a secondary code of CRAJAJAB, Pitcher & Dispenser Water Filters. Its NAICS code is 333914 and its SIC code is 3580.