NOEL'S, INC.

What NOEL'S, INC. does

Noel's, Inc. is a privately held, family-owned hardware retailer founded in 1946 and headquartered at 601 Scott Ave, Farmington, New Mexico. The company operates a single physical storefront serving the Four Corners area (New Mexico, Colorado, Arizona, Utah) alongside a nationwide e-commerce site at noelsinc.com, distributing welding supplies, hand and power tools, STIHL outdoor power equipment, safety products, and industrial apparel. Its core proprietary asset is Durango Glove, a wholly owned manufacturing sub-brand established in 1986 that produces leather welding gloves (cowhide, deerskin, elkskin, goatskin, and pigskin) and serves as an exclusive supplier to multiple industrial PPE manufacturers; the company also holds a patent on the Stinger V 002 Pipeline Insulated Electrode Holder.

The business runs on a hybrid direct-to-consumer model combining walk-in retail, online storefront with in-store pickup, and a dedicated B2B customer account portal at myaccount.noelsinc.com for contractors and commercial buyers. Go-to-market relies on authorized-dealer relationships — most notably STIHL (the No. 1 selling gasoline-powered handheld outdoor power equipment brand in the U.S.) — alongside partnerships with Milwaukee, Tillman, Revco, Huntsman, and Fiber-Metal. Marketing is driven by an educational blog, a daily welding newsletter with VIP membership incentives, and organic social media presence across X, Facebook, Pinterest, and LinkedIn. Revenue is generated through unit-priced product sales at individual SKUs ranging from approximately $10 (entry-level gloves) to $500 (heavy-duty regulators), with no disclosed subscription, licensing, or recurring contract revenue.

The customer base spans four segments: professional tradesmen and welders (primary), homeowners and DIY enthusiasts, welding hobbyists, and landscaping professionals, with all named customers being SMB or individual buyers. There are no publicly disclosed revenue figures, no external funding rounds, no M&A activity, and no parent company; Noel's operates as an independent, owner-operated business with approximately 10 employees.

Name

NOEL'S, INC.

Legal name

Noel's Inc.

Website

https://noelsinc.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

1–10 employees

Short description

Noel's, Inc. is a family-owned hardware retailer and e-commerce store founded in 1946 in Farmington, New Mexico, serving professional tradesmen, welders, landscapers, and DIY customers in the Four Corners region with welding supplies, industrial tools, STIHL outdoor power equipment, and its proprietary Durango Glove brand.

Ownership category

akta.pro rank

Product category

Hardware Retail

NAICS

Outdoor Power Equipment Retailers (44423)

SIC

Leather & Leather Products (3100)

akta.pro primary industry

Outdoor Power Equipment Parts & Service Retail (CRAIADAH)

akta.pro secondary industry

Protective, Safety & Tactical Leather Goods Manufacturing (Holsters/Pouches/Gear) (IMAOAHAF)

Keywords

• Welding supplies
• Hardware retail
• Industrial tools
• Leather work gloves
• Outdoor power equipment

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Hardware and Industrial Supplies Retail: Physical and online retail sales of welding accessories, power tools, hand tools, safety products, and industrial supplies. Products include welding hoods, gloves, jackets, electrodes, pipe templates, chainsaws, blowers, and general hardware items.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Noel's Inc. operates a hardware store and online shop that sells welding supplies and accessories, hand and power tools, STIHL outdoor power equipment, safety products, and apparel. The company also manufactures its own private-label line of leather welding gloves under the Durango Glove brand (established 1986). It serves both walk-in retail customers at its Farmington, NM store and online buyers across the U.S.

Product overview

Noel's Inc. operates as a traditional retail hardware store and online shop serving the Four Corners area since 1946. The company offers a unified hardware store model with multiple product categories centered around welding supplies, industrial tools, and outdoor power equipment. The core product portfolio includes welding supplies and accessories (helmets, gloves, jackets, electrodes), hand and power tools (grinding discs, cut-off wheels, pipe fitter tools), STIHL power equipment (chainsaws, blowers, trimmers, pressure washers), safety products, and apparel. The company also manufactures its own private-label brand, Durango Glove (established 1986), producing leather welding gloves and safety work gloves. Noel\'s Inc. serves as an authorized STIHL dealer and carries products from partner brands including Milwaukee, Tillman, Revco, Huntsman, and Fiber-Metal.

Differentiator

Problem solved

Functional benefit

Brands

• Durango Glove: A division of Noel's Inc. creating top-quality leather welding gloves at competitive prices. Established since 1986, Durango Glove is the exclusive supplier for several manufacturers of industrial hand and eye protection products.

Products and services

• Durango Glove Leather Welding Gloves Noel's Inc.'s own brand of leather welding gloves and safety work gloves, produced in-house and sold under the Durango Glove label. Includes cowhide, deerskin, elkskin, goatskin, and pigskin gloves in various protection levels for welders, metal workers, and tradesmen.
• Welding Supplies and Accessories Comprehensive range of welding equipment including helmets, hoods, electrodes, filler wire, shielding gas, consumables, weld-on components (hinges, lashing rings, grab hooks), and pipe templates. Aimed at professional welders, fabricators, and hobbyists.
• Hand and Power Tools Wide selection of grinding discs, cut-off wheels, pipe fitter tools, specialty tools, measuring tools, inspection tools, landscaping tools, layout tools, magnetic tools, and leveling tools sold under brands such as Milwaukee. For welders, metal workers, and construction crews.
• STIHL Outdoor Power Equipment Full line of STIHL chainsaws, lawn equipment, hedge trimmers, blowers, cut-off machines, and pressure washers sold as an authorized STIHL dealer. Targets landscaping professionals, property maintenance crews, and homeowners in the Four Corners region.
• Safety Products Job-site safety solutions including safety glasses, protective eyewear, hard hats, and other personal protective equipment for industrial and welding applications.
• Welding Apparel Protective welding clothing including welding jackets (leather, cotton, canvas), sleeves, aprons, and welding caps for men and women, including women's FR cotton welding jackets.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• STIHLcoreChannel Partner/ Reseller/ DistributorNoel's Inc. is an authorized STIHL dealer offering the complete line of STIHL power equipment including chainsaws, blowers, hedge trimmers, and cut-off machines. STIHL is the No. 1 selling brand of gasoline-powered handheld outdoor power equipment in the United States. Products are German-engineered with most models built in America.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Welder's Supply: Independent welding supplies retailer with online and storefront distribution. Comparable business model to Noel's — focused on welding equipment, consumables, and PPE for professional and hobbyist welders.
• True Value: Hardware retailer cooperative providing independent store owners with brand, sourcing, and marketing support. Directly comparable retail format and customer base to Noel's.
• Ace Hardware: Hardware cooperative serving independent retailers across the U.S. Closely comparable operating model to Noel's — independent neighborhood hardware store carrying tools, outdoor power equipment, and welding/safety supplies.
• Matheson Tri-Gas: Welding and industrial gas supplier serving professional fabricators. Competes with Noel's in shielding gas, welding consumables, and related safety products targeting the same welder/tradesman customer segment.
• Airgas: National welding supply and industrial gas distributor (now part of Linde). Direct competitor to Noel's on welding consumables, gases, safety apparel, and equipment, with overlapping customer base of professional welders and tradesmen.

Broad incumbents

• McMaster-Carr: Industrial supply catalog retailer with extensive e-commerce presence. Competes with Noel's on hand tools, hardware, and safety products, but with a vastly broader SKU set and rapid fulfillment capability.
• Grainger: Largest U.S. industrial MRO distributor. Competes with Noel's across hand tools, power tools, safety supplies, and welding accessories via a much larger catalog, deeper digital infrastructure, and national delivery.
• Harbor Freight Tools: Discount tool and equipment retailer with nationwide footprint. Overlaps with Noel's on hand tools, power tools, and basic welding accessories serving price-sensitive DIY and tradesmen customers.
• Tractor Supply Co. National rural-lifestyle retailer selling tools, outdoor power equipment, welding supplies, and work apparel. Overlaps with Noel's on STIHL equipment, welding accessories, and rural/professional tradesmen customers, but at vastly greater scale.

Emerging players

• Lincoln Electric: Leading welding equipment and consumables manufacturer. Noel's sells Lincoln-compatible products; comparable through overlapping focus on welding professionals and the same consumable categories (electrodes, helmets, gloves).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/noel's-inc-

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 NOEL'S, INC.