New Century Sales
New Century Sales is a Michigan-based manufacturer's representative agency that connects plumbing, HVAC, hydronic, and luxury showroom product manufacturers with the wholesale distribution network across Michigan and Northwest Ohio via two offices and a five-principal ownership group.
- Company typePrivate
- Founded1997
- HeadquartersCommerce Township, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What New Century Sales does
New Century Sales, Inc. is a privately held, Michigan-based manufacturer's representative agency that connects manufacturers of plumbing, heating, and hydronic products with the wholesale distribution network across Michigan and Northwest Ohio. Founded in 1997 via the acquisition of Reliant Sales, Inc. by principals Richard Portt, Robert Sims, and Michael Zago, the firm currently operates as a five-principal ownership group following its 2019 merger with Meek/Beck & Associates (bringing in Ross Beck and Rod Cox). The company's portfolio spans roughly twenty manufacturer principals across three service segments: commercial and residential plumbing (American Standard, Grohe, Rheem, Genova, Rehau, Oatey, and others), commercial and residential HVAC/heating (IBC Boiler, Raypak, Amtrol, Panasonic, Bradley Watts, Caleffi), and luxury showroom products (DXV, Strasser, Barclay, Basco, Eemax), with secondary power-tool and accessory lines (DeWalt, Stanley Black & Decker).\n\nThe firm operates from two offices, a headquarters and warehouse facility in Commerce Township, Michigan and a secondary location with warehouse capacity in Grand Rapids, providing physical coverage of both eastern and western Michigan. Its go-to-market is exclusively channel-based: NCS acts as intermediary, earning commission revenue from manufacturers based on sales generated through wholesale plumbing and HVAC distributors who in turn serve contractors, builders, and showroom dealers. There are no proprietary products, software, or technology platforms under the NCS brand; the core asset is the relationships and territorial coverage built over more than two decades. The business model derives pricing from negotiated manufacturer commissions, with no public pricing and no direct consumer or contractor-facing sales channel.\n\nOperationally, NCS has scaled through acquisition, having absorbed three additional Michigan rep agencies since 1997 alongside the Meek/Beck merger, collectively accumulating what the firm describes as more than 75 years of combined industry experience among its principals. Customers consist primarily of wholesale distributors and downstream contractors in residential, commercial, and luxury showroom settings; no individual customer revenue concentrations are disclosed, and NCS serves as a B2B intermediary rather than as a retail-facing brand. The company is privately held with no institutional investment, no funding rounds, and no public filings, reflecting the classic structure of a closely held regional sales agency.
New Century Sales firmographics
Firmographics- Name
- New Century Sales
- Legal name
- New Century Sales, Inc.
- Website
- https://newcenturysales.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- New Century Sales is a Michigan-based manufacturer's representative agency that connects plumbing, HVAC, hydronic, and luxury showroom product manufacturers with the wholesale distribution network across Michigan and Northwest Ohio via two offices and a five-principal ownership group.
- Ownership category
- akta.pro rank
New Century Sales industry classification
Industry- Product category
- 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)
- akta.pro secondary industries
- Value Chain Development & Supplier Upgrading (BPADAMAI), Kitchen & Bath (Cabinetry, Fixtures, Plumbing) Distribution (CRAOAFAF)
Keywords
Where New Century Sales is headquartered
LocationHeadquarters
- HQ city
- Commerce Township
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
New Century Sales business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Manufacturer Representative Commissions: As a manufacturer's representative agency, New Century Sales earns commissions from the manufacturers they represent (AmericanStandard, Amtrol, Rheem, Grohe, and others) for sales generated through their wholesale distributor network in Michigan and Northwest Ohio.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
New Century Sales product offering
Product offeringCore offering
New Century Sales is a manufacturer's representative agency that provides professional sales representation services connecting plumbing, HVAC, and hydronic product manufacturers with wholesale distributors in Michigan and Northwest Ohio. The company represents a portfolio of manufacturers including American Standard, Rheem, Grohe, Amtrol, IBC Boiler, Panasonic, Raypak, Caleffi, DXV, and others across residential, commercial, and luxury showroom segments.
Product overview
New Century Sales is a manufacturer's representative agency that does not offer a unified software product. Instead, the company provides professional sales representation services for a portfolio of residential and commercial plumbing, HVAC/heating, and luxury showroom product manufacturers. The core service offering consists of sales representation across three main segments: (1) Commercial and Residential Plumbing represented by brands including American Standard, Grohe, and Rheem; (2) Commercial and Residential HVAC/Heating solutions including IBC boilers, Raypak, and Amtrol; and (3) Luxury Showroom products from brands such as DXV, Strasser, and Barclay. The company serves Michigan and Northwest Ohio markets through two locations in Commerce Township and Grand Rapids, connecting manufacturer partners with wholesale distributors and contractors.
Differentiator
Problem solved
Functional benefit
Products and services
- Plumbing Manufacturer Sales Representation
Companies that use New Century Sales
Customer profileSegments3 records
Ideal customer profiles3 records
New Century Sales technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
New Century Sales partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- American StandardcoreNew Century Sales represents American Standard, a major manufacturer of plumbing fixtures and faucets, for sale through the wholesale distribution network in Michigan and Northwest Ohio.
- RheemcoreNew Century Sales represents Rheem, a leading manufacturer of water heaters and HVAC equipment, for sale through the wholesale distribution network.
- GrohecoreNew Century Sales represents Grohe, a premium manufacturer of bathroom fixtures and faucets, for sale through the wholesale distribution network.
- AmtrolcoreNew Century Sales represents Amtrol, a manufacturer of expansion tanks and hydronic products, for sale through the wholesale distribution network.
- Bradley WattscoreNew Century Sales represents Bradley Watts, a manufacturer of commercial fixtures and plumbing products, for sale through the wholesale distribution network.
- CalefficoreNew Century Sales represents Caleffi, a manufacturer of hydronic and plumbing accessories, for sale through the wholesale distribution network.
- DXVcoreNew Century Sales represents DXV, a luxury bathroom products manufacturer, for sale through the wholesale distribution network.
- Genova ProductscoreNew Century Sales represents Genova Products, a manufacturer of PVC pipe and fittings, for sale through the wholesale distribution network.
- IBC BoilercoreNew Century Sales represents IBC Boiler, a manufacturer of boilers and tankless water heaters, for sale through the wholesale distribution network.
- PanasoniccoreNew Century Sales represents Panasonic, a manufacturer of ventilation and indoor air quality products, for sale through the wholesale distribution network.
- RaypakcoreNew Century Sales represents Raypak, a manufacturer of pool and spa heating products, for sale through the wholesale distribution network.
- RehaucoreNew Century Sales represents Rehau, a manufacturer of PEX plumbing products, for sale through the wholesale distribution network.
- StrassercoreNew Century Sales represents Strasser, a manufacturer of bathroom vanities and cabinets, for sale through the wholesale distribution network.
- BarclayminorNew Century Sales represents Barclay, a manufacturer of bathroom products, for sale through the wholesale distribution network.
- EemaxminorNew Century Sales represents Eemax, a manufacturer of water heaters and condensate neutralizers, for sale through the wholesale distribution network.
- BascocoreNew Century Sales represents Basco, a manufacturer of shower doors, for sale through the wholesale distribution network.
- Oatey Supply ChaincoreNew Century Sales represents Oatey, a manufacturer of residential and commercial plumbing products, for sale through the wholesale distribution network.
- DeWaltcoreNew Century Sales represents DeWalt, a manufacturer of power tools and accessories, for sale through the wholesale distribution network.
- Stanley Black & DeckercoreNew Century Sales represents Stanley Black & Decker, a manufacturer of power tools, for sale through the wholesale distribution network.
- Meek/Beck & AssociatescoreIn 2019, NCS principals Richard Portt and Michael Zago merged with Meek/Beck & Associates principals Ross Beck and Rod Cox to create a diverse portfolio of manufacturers servicing the plumbing and heating industry.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
New Century Sales competitors and assessment
Company assessmentOthers
- Distribution One: Distribution One provides ERP and distribution software solutions to plumbing and HVAC wholesalers. It is adjacent to NCS because both serve the same plumbing/HVAC wholesale distribution ecosystem, though Distribution One is a technology vendor rather than a competitor.
Regional players
- Reece Limited: Reece is the largest plumbing and bathroom products distributor in Australia and has expanded into the U.S. market. It is comparable to NCS as both focus on plumbing/HVAC distribution channels but Reece operates primarily in Australia while NCS operates in Michigan/Northwest Ohio.
Broad incumbents
- Winsupply: Winsupply is a national supplier of plumbing, HVAC, and building materials operating through local dealer-ownership branches. It is comparable to NCS because both connect plumbing/HVAC manufacturers to the trade channel in geographies like Ohio and Michigan, but Winsupply is a downstream distributor while NCS is an upstream rep agency.
- Hajoca Corporation: Hajoca is one of the largest privately-held plumbing, heating, and cooling distributors in the U.S., operating a decentralized model of local distributors. It is comparable to NCS as both serve the same Michigan plumbing/HVAC trade customers and supplier ecosystem, though Hajoca is a buyer/end-customer of manufacturers while NCS represents manufacturers to wholesalers.
- Ferguson Enterprises: Ferguson is the largest U.S. distributor of plumbing, HVAC, and waterworks products serving contractors and wholesalers. While NCS is a manufacturer's rep agency and Ferguson is a direct distributor, both operate in the same plumbing/HVAC value chain connecting manufacturers with trade customers in overlapping territories.
Direct peers
- Midwest Marketing Associates: Midwest Marketing Associates is a regional manufacturer's representative agency serving the plumbing, HVAC, and hydronic markets. It is a direct peer of NCS as both agencies perform essentially the same function—representing manufacturers to plumbing wholesalers in Midwestern U.S. territories on a commissioned basis.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
New Century Sales financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Century Sales leadership team
Management profileNumber of profiles
Profiles5 records
New Century Sales funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Century Sales 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 New Century Sales
What does New Century Sales do?
New Century Sales is a manufacturer's representative agency that provides professional sales representation services connecting plumbing, HVAC, and hydronic product manufacturers with wholesale distributors in Michigan and Northwest Ohio. The company represents a portfolio of manufacturers including American Standard, Rheem, Grohe, Amtrol, IBC Boiler, Panasonic, Raypak, Caleffi, DXV, and others across residential, commercial, and luxury showroom segments.
Is New Century Sales a public or private company?
New Century Sales is a private company. It is classified as management employee owned and is currently operating.
When was New Century Sales founded?
New Century Sales was founded in 1997. It employs 11 to 50 people.
Where is New Century Sales based?
New Century Sales is headquartered in Commerce Township, United States, in the North America region.
How does New Century Sales make money?
One revenue line is on record: manufacturer Representative Commissions.
Who are New Century Sales's main competitors?
Distribution One is listed as an others. Reece Limited is listed as a regional player. Broad incumbents are Winsupply, Hajoca Corporation and Ferguson Enterprises. Midwest Marketing Associates is listed as a direct peer.
Does New Century Sales have an API?
No public API is recorded for New Century Sales.
What industry is New Century Sales in?
New Century Sales's product category is Manufacturer Sales Representation. Its primary akta.pro industry code is CRAOAFAJ, HVAC, Water Heaters & Indoor Air Quality Distribution, with a secondary code of BPADAMAI, Value Chain Development & Supplier Upgrading. Its NAICS code is 423710 and its SIC code is 5070.