Midnorthern Appliance

What Midnorthern Appliance does

Midnorthern Appliance is a Canadian multi-brand appliance retailer operating as a specialized banner within The Brick Commercial Division. Founded in 1959 and headquartered in Richmond Hill, Ontario, the company sells kitchen and laundry appliances — refrigerators, ranges, wall ovens, cooktops, range hoods, dishwashers, microwaves, freezers, washers, and dryers — from a portfolio of more than 60 manufacturers spanning European luxury (Gaggenau, Miele, Sub-Zero, Wolf, Thermador, Fhiaba, Falmec, Faber, Liebherr), American premium (Monogram, JennAir, KitchenAid, GE Appliances, Maytag), and value brands (Samsung, LG, Electrolux, Frigidaire, Whirlpool, Haier, Hisense, Midea, Galanz, Danby). Distribution runs through 9 company-owned showroom locations across Canada (Burlington, Calgary, Edmonton, GTA, Ottawa, Pacific region, Quebec, Winnipeg, Halifax), a Shopify-based e-commerce storefront at midnorthern.com with French-language support, and dedicated trade programs.

The company serves two distinct customer bases: residential consumers purchasing for personal use, accessed through showroom and e-commerce channels; and commercial buyers including builders, contractors, interior designers, architects, hospitality operators, and office furniture purchasers, accessed through the Builder Projects program and the Select Rewards Partners Program (multi-year trade contracts with exclusive commercial pricing). Revenue is generated primarily through one-time unit sales at price points ranging from approximately $200 (entry-level compact refrigerators) to $10,000+ (luxury professional ranges), with secondary revenue from installation services and a small commercial office furniture offering. The company claims the strongest buying power in Canada and national distribution capacity, and operates in-house installation and service technicians as a point of differentiation against pure-play e-commerce appliance competitors.

Midnorthern is a private company with no public ownership signals, no disclosed funding rounds, and no M&A activity in the source data. The underlying technology is conventional retail and e-commerce infrastructure; the company does not develop proprietary AI/ML or connected-appliance platforms, but distributes smart appliances from various vendors. Competitive advantages rest on national showroom footprint, scale-based supplier purchasing, The Brick brand equity, and embedded trade relationships rather than on technology or IP.

Name

Midnorthern Appliance

Legal name

Midnorthern Appliance

Website

https://midnorthern.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Short description

Midnorthern Appliance is a Canadian multi-brand appliance retailer operating as a banner within The Brick Commercial Division, selling kitchen and laundry appliances from 60+ brands across 9 showroom locations, an e-commerce site, and dedicated builder and trade partner programs serving both residential consumers and commercial buyers.

Ownership category

akta.pro rank

Product category

Home Appliance Retail

NAICS

Electronics and Appliance Retailers (449210)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro industry

PRIMARYCRACACAI

Commercial/Prosumer Appliance Retail (Light Commercial, Prosumer Kitchen/Laundry)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Home Appliance Retail (Major Appliances)

SECONDARYCRACACAA

Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Home Appliance Retail (Major Appliances)

SECONDARYCRACACAB

Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Home Appliance Retail (Major Appliances)

SECONDARYCRACACAH

Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Home Appliance Retail (Major Appliances)

SECONDARYCRACADAA

Kitchen Countertop Appliances Retail

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Small Appliance & Kitchen Gadget Retail

Keywords

• Home appliance retail
• Kitchen appliances
• Laundry appliances
• Appliance showroom
• Commercial appliances

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Appliance Sales: Revenue generated from direct retail sales of home appliances including refrigerators, ranges, washers, dryers, dishwashers, and related products through physical showrooms and e-commerce. Primarily one-time purchase transactions with occasional installation services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Midnorthern Appliance retails a wide selection of home and commercial appliances across Canada through 9 physical showrooms and an e-commerce storefront. Core product categories include refrigerators, ranges, wall ovens, cooktops, range hoods, dishwashers, microwaves, freezers, washers, and dryers, supplied across 60+ brand partnerships spanning entry-level, mid-range, premium, and luxury tiers. The company also offers commercial office furniture and hospitality equipment, with dedicated Builder Projects and Select Rewards Partners Programs for trade and commercial buyers.

Product overview

Midnorthern Appliance is a banner within The Brick Commercial Division specializing in the widest range of appliance products in Canada. The company operates as a multi-brand appliance retailer offering Kitchen and Laundry product categories. Kitchen products include Refrigerators, Ranges, Wall Ovens, Cooktops, Range Hoods, Dishwashers, Microwaves, and Freezers. Laundry products include Washers and Dryers. The company also offers Commercial Products including Commercial Office Furniture and Hospitality Equipment. Midnorthern Appliance carries an extensive portfolio of over 60 appliance brands spanning European luxury (Gaggenau, Miele, Fhiaba, Falmec, Fulgor Milano, Faber, Liebherr), premium American (GE Appliances, Monogram, KitchenAid, JennAir, Maytag), and accessible brands (Samsung, LG, Electrolux, Frigidaire, Whirlpool, Haier, Hisense, Galanz, Midea, Danby), as well as specialty brands (Fisher & Paykel, Scotsman, Marvel, EuroTrim, Sharp, Panasonic, Huebsch, Gorenje, Porter & Charles, Moffat, Inglis). The company leverages strong national distribution capacity, in-house installation and service technicians, and pristine showrooms across major Canadian markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Refrigerators Full line of refrigerator products including French-door, side-by-side, bottom-freezer, and top-freezer configurations across multiple brands, sold to residential consumers and commercial buyers via showrooms and e-commerce.
• Ranges Freestanding and slide-in gas, electric, and induction ranges from various brands including professional and residential styles.
• Wall Ovens Built-in single and double wall ovens, combination microwave/wall oven units, and convection ovens sold across 60+ brand partners.
• Cooktops Gas, electric, and induction cooktops in various sizes including commercial-style and residential configurations.
• Range Hoods Kitchen ventilation hoods including wall chimney, island, built-in, under-cabinet, and integrated designs.
• Dishwashers Built-in and portable dishwashers with various features including panel-ready, stainless steel, and smart dishwasher options.
• Microwaves Over-the-range, built-in, drawer, and countertop microwaves with various cooking capacities and smart features.
• Freezers Upright, chest, and convertible freezers including garage-ready and specialty freezer configurations.
• Washers Front-load and top-load washing machines including commercial-grade residential, high-efficiency, and smart washer models.
• Dryers Electric and gas dryers including heat pump, condensing, and steam dryer configurations.
• Commercial Office Furniture Commercial office furniture for workspace transformation including contemporary designs, sold to businesses through the Commercial Division.
• Hospitality Equipment Commercial-grade hospitality equipment including Edge Food Equipment and other food service appliances for hotels, restaurants, and lodging facilities.

Segments5 records

Ideal customer profiles5 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.

• The Brick Commercial DivisioncoreStrategic or Co-development PartnerMidnorthern Appliance is a banner/brand within The Brick Commercial Division. The company leverages The Brick's national distribution capacity, established retail infrastructure, service technician network, and brand reputation. All showrooms and operations are integrated under The Brick Commercial Division umbrella.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Canadian Tire: Iconic Canadian general merchandise retailer with national store footprint that acquired The Brick (Midnorthern's parent) in 2023, selling a curated appliance assortment and serving overlapping residential and contractor customers.
• Best Buy Canada: Largest consumer electronics and major appliance retailer in Canada with national store footprint, broad brand assortment, and omnichannel capabilities; competes directly with Midnorthern on the appliance category as part of a much wider electronics portfolio.
• Home Depot Canada: Big-box home improvement retailer with extensive Canadian store network selling major appliances (kitchen, laundry) alongside building materials and home goods, competing for the same renovation-driven and builder-driven appliance demand.
• Lowe's Canada (Rona): Canadian home improvement retailer operating Rona, Reno-Depot, and Lowe's banners, with growing major appliance assortments that overlap Midnorthern's kitchen and laundry categories.
• Costco Canada: Membership warehouse club selling major appliances at competitive prices across Canada, drawing value-conscious appliance buyers away from specialist retailers like Midnorthern with aggressive everyday pricing on leading brands.

Direct peers

• Lon's (Leon's): Canada's largest furniture and appliance retailer with national showroom presence, selling major appliances (Samsung, LG, Whirlpool, GE) alongside furniture, directly overlapping Midnorthern's residential appliance offering and multi-channel retail model.
• The Brick: Parent and sister-banner of Midnorthern Appliance; The Brick is a major Canadian furniture, mattress, and appliance retailer with comparable multi-brand appliance assortments, builder programs, and national distribution infrastructure that Midnorthern directly leverages.
• Coast Wholesale Appliances: Western Canada-based appliance specialist with showrooms in BC and Alberta carrying premium and value appliance brands for residential, builder, and contractor customers, with comparable B2B trade pricing programs.
• Appliances Canada: Online-focused Canadian appliance retailer offering nationwide delivery on a broad multi-brand assortment of major and small appliances, competing head-to-head with Midnorthern's e-commerce channel.
• Trail Appliances: Canadian specialty appliance retailer with showrooms primarily across Western Canada, carrying a comparable multi-brand premium and value portfolio (Miele, Sub-Zero, Wolf, Samsung, LG) and targeting both residential and builder/contractor customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

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 Midnorthern Appliance