Reece Group

What Reece Group does

Reece Group is an ASX-listed (ASX: REH) global trade distribution business headquartered in Cremorne, Victoria, Australia, founded in 1920 by H.J. Reece. The company distributes plumbing, waterworks, HVAC-R (heating, ventilation, air conditioning, and refrigeration), bathroom, kitchen, civil, irrigation, pools, and fire protection products through a network of over 900 branches and employs more than 9,000 people across Australia, New Zealand, and the US Sun Belt region. Its primary customers are trade professionals (plumbers, builders, contractors) supported by dedicated account management, branch counter sales, field sales representatives, and a growing residential/DIY segment served through showrooms and e-commerce.

The company's product platform spans multiple business units including Reece Plumbing, Bath + Kitchen (Expressions Home Gallery), Waterworks (Fortiline/Viadux), Reece HVAC, Actrol, Metalflex, Reece Onsite, Reece Irrigation & Pools, Reece Civil, and Reece Fire. Underlying operations are powered by The Reece System (TRS), a proprietary enterprise data platform introduced in 1990 that integrates ordering, inventory, and customer service workflows. Customer-facing digital tools include the maX mobile app for ordering and tracking and the Toilet Seat Finder application developed internally.

Reece generates revenue through product distribution to trade and retail customers, with trade account terms available across its three operating geographies. The business model combines physical branch retail, dedicated account management for trade professionals, showroom-based inspiration for residential renovators, and e-commerce channels. Growth has been driven historically by a disciplined acquisition roll-up strategy in the US (culminating in the 2018 MORSCO acquisition and 2022 launch of the unified Reece USA brand) and New Zealand (L.G. Carder 2006, Edward Gibbons 2019). The Wilson family has been the controlling shareholder since 1969, and the company transitioned leadership in 2024 with Peter Wilson assuming the Chairman role and Sasha Nikolic appointed as Managing Director & Group President.

Name

Reece Group

Legal name

Reece Limited

Website

https://group.reece.com

Company type

Public

Founded year

1920

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Reece Group is an ASX-listed (ASX: REH) global trade distribution business operating 900+ branches across Australia, New Zealand, and the US Sun Belt, distributing plumbing, waterworks, HVAC-R, bathroom, and related trade products to plumbers, builders, and contractors through physical branches, showrooms, and digital channels.

Ownership category

akta.pro rank

Product category

Plumbing & HVAC Distribution

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Plumbing Parts & Supplies Retail (Pipes, Valves, Fittings) (CRAIADAD)

Keywords

• Plumbing distribution
• HVAC-R products
• Bathroom showrooms
• Waterworks distribution
• Trade supply

Headquarters

HQ city

Melbourne (Cremorne)

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Plumbing and Hardware Distribution: Reece generates revenue through the distribution of plumbing, bathroom, building, civil, pools and irrigation, heating, ventilation, air conditioning, fire protection and refrigeration products. Revenue comes from the sale of both exclusive and leading brand products to trade and residential customers through their branch network.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Reece Group distributes plumbing, bathroom, waterworks, HVAC-R (heating, ventilation, air conditioning and refrigeration), fire protection, civil, irrigation, and pool products to trade professionals and residential customers through 900+ physical branches across Australia, New Zealand, and the United States. The company operates multiple business units including Reece Plumbing, Bathroom Life, Onsite, Fortiline Waterworks, Expressions Home Gallery (Bath + Kitchen), Actrol, Metalflex, Viadux, and Reece Fire, supported by digital ordering tools including the maX app and the proprietary Reece System (TRS) operations platform.

Product overview

Reece Group is a global trade distribution business operating as a platform-plus-multiple-business-units model across Australia, New Zealand, and the United States. The company distributes plumbing, waterworks, HVAC-R (heating, ventilation, air conditioning, and refrigeration), bathroom, civil, irrigation, pools, and fire protection products through over 900 branches. In Australia and New Zealand, the portfolio includes Reece Plumbing, Reece Bathroom Life, Reece Onsite, Reece Irrigation & Pools, Reece Civil, Reece HVAC, Reece Fire, Actrol (refrigeration), Metalflex (ventilation), and Viadux (large-scale water systems). In the United States, operations span Reece USA (Plumbing), Bath + Kitchen (Expressions Home Gallery), Waterworks (Fortiline), and HVAC through Reece USA. Digital offerings include the maX app for mobile ordering and tracking, and the Toilet Seat Finder app. The business is underpinned by The Reece System (TRS), an internal data platform.

Differentiator

Problem solved

Functional benefit

Brands

• Reece Plumbing: Plumbing products and services supporting trade customers
• Bath + Kitchen / Bathroom Life
• Waterworks / Viadux
• Reece HVAC
• Actrol
• Reece Onsite
• Reece Irrigation & Pools
• Reece Civil
• Metalflex
• Reece Fire
• Fortiline
• maX app

Products and services

• Reece Plumbing Core plumbing products and supplies business supporting plumbers with quality products and services for essential plumbing work.
• Bath + Kitchen (Expressions Home Gallery) Bathroom and kitchen showrooms in the United States serving as a one-stop shop for home renovators seeking complete bathroom and kitchen setups.
• Waterworks (Fortiline) Water infrastructure products and expertise ensuring large-scale water systems keep running and communities stay safe and healthy in the US market.
• Reece HVAC Heating, ventilation, air conditioning and refrigeration products and services supporting HVAC trade professionals in Australia, New Zealand, and the United States.
• Reece Fire Fire protection products and services supporting the fire industry across Australia for over 20 years.
• Reece Civil Products for infrastructure projects including drainage, sewerage, electrical and utility projects that keep communities functioning.
• Reece Irrigation & Pools Products helping customers take care of outdoor spaces including irrigation systems and pool supplies year-round.
• Reece Onsite Supply services for large volume builders with the products and services needed to complete major building projects.
• Reece Bathroom Life Bathroom products and expert advice helping customers create beautiful bathrooms, serving as a one-stop shop for home renovators in Australia and New Zealand.
• Actrol Refrigeration products and services covering everything from small fridges to walk-in units in Australia and New Zealand.
• Metalflex Ventilation, heating and cooling solutions for homes and offices in Australia and New Zealand.
• Viadux Large-scale water systems products ensuring industrial activities keep running and communities stay healthy.
• maX App Mobile application allowing trade customers to order and track plumbing and HVAC goods wherever they are.

Quantifiable outcome

• Reece is Australia's largest plumbing hardware distribution business
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Nightingale HousingcoreStrategic or Co-development PartnerFormal partnership with Australian not-for-profit organization building socially, financially, and environmentally sustainable apartments. Reece supplies accessible and quality bathroom and kitchen products meeting sustainable design principles. Successfully partnered on Nightingale Preston and Nightingale Wurru wurru biik projects in Melbourne. This partnership has enhanced Reece's accessible and sustainable product offering.
• ACCA (American College of Clinical Engineering)minorOthersIndustry association membership supporting the clinical engineering profession.
• ASA (American Supply Association)minorOthersNational trade association for wholesale-distributors and manufacturers of commercial and residential plumbing, heating, cooling, and industrial supplies.
• ASID (American Society of Interior Designers)minorOthersProfessional association for interior designers.
• ASPE (American Society of Plumbing Engineers)minorOthersOrganization dedicated to advancing the science of plumbing engineering.
• AWWA (American Water Works Association)minorOthersInternational nonprofit scientific and educational society dedicated to providing safe water to all.
• Blue HawkminorOthersCooperative serving the HVAC and plumbing industry.
• BPIA (Building Performance Industry Association)minorOthersTrade association representing manufacturers and distributors of building performance and weatherization products.
• CPHMA (Colorado Plumbing and HVAC Mechanical Association)minorOthersRegional association supporting plumbing and HVAC professionals in Colorado.
• DPHA (Decorative Plumbing and Hardware Association)minorOthersTrade association for decorative plumbing, hardware, and allied industries.
• HARDI (Heating, Air-conditioning, and Refrigeration Distributors International)minorOthersInternational trade association for HVACR distributors.
• MCA (Mechanical Contractors Association)minorOthersAssociation supporting mechanical contractors.
• NARI (National Association of the Remodeling Industry)minorOthersAssociation for remodeling professionals.
• NAW (National Association of Wholesaler-Distributors)minorOthersNational association representing wholesale distribution industry.
• MATES in ConstructionminorOthersPartnership providing mental health support and career pathways in the construction/trade industry.
• WorldSkills AustraliaminorOthersPartnership supporting skills development and training opportunities in the trade industry.
• Empowered Women in Trade (EWIT)minorOthersPartnership promoting more inclusive industry for women in trade.
• Women of Trade and IndustryminorOthersPartnership supporting women in the trade and industry.
• Reece FoundationcoreOthersIndependent charity founded by Reece that connects trade skills with communities in need of clean water and sanitation in Australia and around the world. Reece is the founding partner and ongoing supporter.

Scale indicators4 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• ABC Supply Co. Largest US wholesale distributor of roofing, siding, and building products with thousands of branches. Comparable to Reece in trade customer model, branch-led distribution, and exposure to US residential and commercial construction.
• Watsco: Largest US distributor of HVAC, heating, and refrigeration products serving contractors via a branch network. Directly comparable to Reece's HVAC/R business units (Reece HVAC, Actrol, Metalflex) in distribution model and trade customer base.
• SRS Distribution: US distributor of roofing, building products, and complementary categories including pool and waterproofing, with a rapidly consolidated branch footprint. Comparable to Reece in its acquisition-driven expansion strategy and trade-focused model.
• Ferguson Enterprises: Largest US plumbing, HVAC, and waterworks distributor with a national branch network and deep trade relationships. Directly comparable to Reece in product mix, trade-customer model, and reliance on the US construction cycle, and is the natural benchmark for the Reece USA platform.
• Tradelink: One of Australia's largest plumbing supply distributors with national branch coverage. Direct peer to Reece's Australian plumbing business, competing for the same trade customers across similar product categories.
• Pool Corporation: Leading global wholesale distributor of swimming pool supplies and related equipment. Comparable to Reece's Reece Irrigation & Pools business unit in product category, trade distribution model, and dependence on US discretionary construction.

Broad incumbents

• Grainger: US industrial MRO distributor with a national branch network and digital channel. Comparable to Reece in branch-led trade distribution and growing digital ordering, though focused on industrial MRO rather than plumbing/HVAC.
• Genuine Parts Company: US-based distributor of automotive and industrial replacement parts through NAPA and other banners. Comparable as a broad-line trade distributor with scale advantages, though its core verticals differ from Reece's plumbing focus.
• Beacon Roofing Supply: Large US distributor of roofing and complementary building products including waterproofing and HVAC. Operates broadly across building products distribution with a similar branch-led trade model, overlapping with Reece's civil and HVAC exposure.

Regional players

• Reece New Zealand / Plumbing World: Plumbing supply distributor serving New Zealand trade customers with a national branch network. Comparable to Reece's New Zealand operations (L.G. Carder, Edward Gibbons), competing in the same product categories across the same geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/reece-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries9 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 Reece Group