Coleman-Russell & Associates, Inc.

What Coleman-Russell & Associates, Inc. does

Coleman-Russell & Associates, Inc. is a privately held manufacturer's representative firm headquartered in Birmingham, Alabama, founded in 1976. The firm represents plumbing industry manufacturers across seven southeastern U.S. states — Alabama, Arkansas, Georgia, Tennessee, Louisiana, Mississippi, and the Florida Panhandle — providing outside field sales through 16+ territory managers and inside sales/customer service support. End markets served include residential, commercial, industrial, institutional, well, hardware, and retail plumbing segments, covering product categories such as valves, pumps, water heating, piping, drainage, and bathroom/kitchen fixtures.

The company operates with no proprietary technology platform; its offering is fundamentally a relationship-driven sales and marketing service for plumbing manufacturer principals. Distribution is exclusively direct: territory managers make in-person calls on contractors, distributors, engineers, architects, developers, wholesalers, and well drillers, supported by a small inside sales team that handles quotes, inquiries, and order processing. Marketing is concentrated in industry trade associations (AIMR, PHCC, SWA, NAHB) and a member portal, with digital marketing services outsourced to High Level Marketing and Superpath.

Revenue is generated on a commission/fee basis from represented manufacturers, with pricing determined by the principals rather than by Coleman-Russell itself. The company is a closely held corporation (22 employees) with no disclosed funding, no M&A activity, no public revenue figures, and no app or platform product. Its competitive position rests on nearly 50 years of accumulated regional relationships, dense field-sales coverage, and vertical breadth across plumbing sub-markets.

Name

Coleman-Russell & Associates, Inc.

Legal name

Coleman-Russell & Associates, Inc.

Website

https://colemanrussell.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Coleman-Russell & Associates is a privately held, Birmingham-based manufacturer's representative firm founded in 1976 that provides field sales and marketing services to plumbing industry manufacturers across seven southeastern U.S. states, serving contractors, distributors, engineers, architects, and developers.

Ownership category

akta.pro rank

Headquarters

HQ city

Birmingham, Alabama

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Manufacturer Representative Services: Revenue generated through representing manufacturers in the plumbing industry across the southeast. Provides marketing services and sales functions for manufacturers, earning commissions or fees based on sales generated in assigned territories.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

Coleman-Russell & Associates, Inc. is a manufacturer's representative firm that provides marketing and sales representation services for plumbing industry manufacturers across seven southeastern U.S. states. The firm acts as an external sales force, making field calls on contractors, distributors, engineers, architects, builders, developers, wholesalers, and well drillers to drive sales of represented manufacturers' product lines covering plumbing, pumps, valves, water heating, piping, and institutional/hardware products across residential, commercial, industrial, and institutional market segments.

Product overview

Coleman-Russell & Associates, Inc. is a manufacturer's representative firm, not a product company. The company provides marketing and sales representation services for plumbing industry manufacturers across the southeastern United States. The firm was established in 1976 and operates across seven states: Alabama, Arkansas, Georgia, Tennessee, Louisiana, Mississippi, and the Florida Panhandle. Their service offering encompasses residential, commercial, and industrial market segments, covering plumbing, heating, hardware, and retail sectors. The company markets products from various manufacturers including valves, pumps, drainage systems, water heating equipment, piping, and bathroom fixtures, but these are products of the manufacturers they represent, not their own products.

Differentiator

Problem solved

Functional benefit

Products and services

• Manufacturer's Representative Services Independent sales and marketing representation for plumbing industry manufacturers across seven southeastern U.S. states (Alabama, Arkansas, Georgia, Tennessee, Louisiana, Mississippi, Florida Panhandle), covering residential, commercial, industrial, institutional, well, hardware, and retail market segments.
• Outside Field Sales — Territory Management Field sales coverage through territory managers making sales calls on contractors, institutional end users, wholesalers, well drillers, mechanical engineers, architects, and developers across the southeastern United States.
• Inside Sales and Customer Service

Named customers7 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• AIMR (American Institute of Manufacturers Representatives)minorOthersIndustry association membership providing networking and professional development resources for manufacturer's representatives.
• PHCC (Plumbing-Heating-Cooling Contractors Association)minorOthersIndustry trade association membership connecting with plumbing and HVAC contractors across the industry.
• SWA (Southwest Association)minorOthersRegional industry association membership for manufacturer's representatives in the southwest region.
• NAHB (National Association of Home Builders)minorOthersIndustry association membership providing access to home builders and construction industry professionals.
• High Level MarketingminorGTM or Marketing PartnerMarketing services partnership providing digital marketing support and services.
• SuperpathminorGTM or Marketing PartnerMarketing platform partnership powering the company's marketing services and digital presence.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Winsupply: Winsupply is a large US plumbing, HVAC, and industrial distribution organization with a decentralized local-branch model. It interfaces with the same contractor base that Coleman-Russell's principals sell through.
• Hajoca Corporation: Hajoca is a large US plumbing and HVAC distribution company operating through a network of local profit centers. It serves a similar contractor and institutional customer base as Coleman-Russell's principals, making it a comparable overlay for the southeastern trade channel.
• Ferguson Enterprises: Ferguson is the largest US plumbing distributor. While it operates a fundamentally different downstream model (distribution rather than rep representation), it is the most visible reference point for the plumbing value chain Coleman-Russell serves and competes with indirectly for trade-buyer mind share.

Regional players

• The Macomb Group: The Macomb Group is a regional plumbing, HVAC, and industrial distributor focused on the Midwest and Southeast. It is comparable in regional scale and multi-market orientation to Coleman-Russell's territorial approach.

Others

• Plumbing-Heating-Cooling Contractors Association (PHCC): PHCC is the national trade association for plumbing and HVAC contractors — a core customer segment Coleman-Russell serves. Membership provides a relevant association-side benchmark for the trade buyer base that the firm's principals target.
• American Institute of Manufacturers Representatives (AIMR): AIMR is the trade association for independent manufacturers representatives, including plumbing rep firms. Coleman-Russell is an AIMR member, and AIMR sets the professional standards and networking forum for the rep industry in which this company operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/coleman-russell-associates-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles27 records

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 Coleman-Russell & Associates, Inc.