The Brick Commercial Design Centre | MidNorthern Appliance

What The Brick Commercial Design Centre | MidNorthern Appliance does

MidNorthern Appliance operates as the commercial appliance division banner within The Brick Commercial Division, selling residential and commercial appliances across Canada through ten physical showroom/clearance locations and an e-commerce platform at brickcommsales.com. The company's catalog spans 60+ appliance brands ranging from premium European manufacturers (Gaggenau, Miele, Sub-Zero, Wolf, Thermador, Bosch, Liebherr) to mainstream North American brands (Whirlpool, Frigidaire, Maytag, GE), covering kitchen appliances (refrigerators, ranges, wall ovens, cooktops, hoods, dishwashers, microwaves, freezers), laundry (washers, dryers), commercial office furniture, and hospitality equipment. Distribution is hybrid: e-commerce serves as the primary digital sales channel while showrooms in Richmond Hill, Burlington, Calgary, Edmonton, the broader GTA, Ottawa, the Pacific region, Quebec, Winnipeg, and Halifax support physical product evaluation, design consultation, and clearance transactions.

The business operates a dual D2C/B2B commercial model. Revenue is generated primarily through one-time appliance sales with publicly listed transaction prices ranging from approximately $22 (small accessories) to over $13,000 (premium refrigeration packages), supplemented by professional installation services delivered by in-house service technicians. Commercial builders and developers purchasing volume appliance supply for multi-unit residential projects are served through a dedicated Builder Projects program with exclusive pricing access via the Select Rewards Partners Program, while individual consumers purchase through the same retail channels at standard pricing. The company also extends into hospitality equipment via a partnership with Edge Food Equipment and distributes commercial office furniture as a complementary product line.

MidNorthern inherits operational leverage from its parent, The Brick, which carries 110+ years of Canadian retail heritage and provides national buying power, brand recognition, and distribution infrastructure. However, no independent financials, segment revenue, headcount, ownership structure, or management team details are publicly disclosed for the MidNorthern banner specifically, limiting visibility into the unit's standalone economic profile.

Name

The Brick Commercial Design Centre | MidNorthern Appliance

Legal name

MidNorthern Appliance

Website

https://brickcommsales.com

Company type

Private

Operating status

Operating

Short description

MidNorthern Appliance is a Canadian commercial appliance retailer operating as a banner within The Brick Commercial Division, selling 60+ kitchen, laundry, hospitality, and commercial furniture brands through ten showrooms nationwide and the brickcommsales.com e-commerce platform, serving both commercial builders and consumers.

Ownership category

akta.pro rank

Product category

Home Appliance Retail

NAICS

Electronics and Appliance Retailers (4492), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731)

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)

SECONDARYCRACACAC

Laundry Major Appliance Retail (Washers, Dryers, Washer-Dryers)

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)

Keywords

• Home appliance retail
• Commercial appliance sales
• Kitchen appliance distribution
• Laundry appliance retail
• Appliance installation services

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Appliance Sales: Revenue generated from selling appliances across multiple categories (kitchen, laundry, commercial) through e-commerce and physical showrooms. Products range from entry-level to premium European and North American brands. Transaction-based pricing with products available at various price points from approximately $21 to over $13,000.
2. Commercial Installation Services: In-house installation and service technicians provide installation services for commercial projects including builder projects and commercial office furniture.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

MidNorthern Appliance is a retail banner within The Brick Commercial Division that sells residential and commercial appliances — including kitchen appliances (refrigerators, ranges, wall ovens, cooktops, range hoods, dishwashers, microwaves, freezers), laundry appliances (washers, dryers), commercial office furniture, and hospitality equipment — across 60+ European and North American brands. It distributes via an e-commerce platform (brickcommsales.com) and physical showrooms across Canada, supported by in-house installation and service technicians.

Product overview

MidNorthern Appliance is a commercial appliance retail banner within The Brick Commercial Division, specializing in the widest range of appliance products with the strongest buying power in Canada. The company operates as a multi-brand retailer offering kitchen appliances (refrigerators, ranges, wall ovens, cooktops, range hoods, dishwashers, microwaves, freezers, accessories) and laundry appliances (washers, dryers) through numerous European and North American brands. Additionally, they provide commercial products including commercial office furniture and hospitality equipment. The product portfolio spans premium brands like Gaggenau, Miele, Sub-Zero, Wolf, Thermador, and Liebherr, as well as mid-range and value brands, with showrooms in all major Canadian markets and in-house installation and service technicians.

Differentiator

Problem solved

Functional benefit

Segments4 records

Ideal customer profiles3 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 DivisioncoreOthersMidNorthern Appliance is a banner within The Brick Commercial Division. The Brick is the parent company providing the commercial division with infrastructure, brand recognition, national distribution, and purchasing power across Canada. This is an internal corporate structure rather than an external partnership.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Best Buy Canada: Canada's largest consumer electronics retailer with a substantial major appliance category. Broader portfolio than MidNorthern, but directly overlaps on kitchen and laundry appliance sales both online and in-store.
• Amazon.ca: E-commerce incumbent whose appliance category has rapidly grown across Canada. Competes most directly with MidNorthern's online (brickcommsales.com) channel on price, selection, and delivery convenience.
• Hudson's Bay (The Bay): Canadian department store with a major appliance assortment, particularly premium European brands. Overlaps with MidNorthern on showroom experience and designer/architect customer segments.
• Home Depot Canada: Home improvement big-box with a meaningful appliance category. Competes with MidNorthern on mid-range kitchen and laundry SKUs and on builder/contractor relationships across Canadian markets.
• Costco Canada: Warehouse club that competes aggressively on commodity appliance pricing. Overlaps with MidNorthern on major kitchen and laundry brands where Costco's buying power can undercut specialty retailers.

Direct peers

• Coast Appliances: Canadian appliance specialist retailer with both online and showroom presence. Competes on similar multi-brand assortment and promotional pricing across Canadian markets.
• The Brick: MidNorthern's parent retail brand and direct residential appliance retail peer across Canada. The Brick operates a comparable multi-brand appliance assortment with showrooms in similar markets, making it the most directly comparable retailer.
• Leon's: Major Canadian furniture and appliance retailer that acquired The Brick in 2013. Leon's competes head-to-head with MidNorthern on residential appliance assortment, showrooms, and commercial builder relationships nationwide.
• Appliances Canada: Online-focused Canadian appliance retailer carrying comparable major and small appliance brands. A direct competitor on price transparency and online transactional experience.
• Trail Appliances: BC-based independent appliance specialist carrying comparable premium and mid-range brands (Sub-Zero, Wolf, Miele, Bosch). Direct competitor in Western Canada with similar showroom and builder-service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 The Brick Commercial Design Centre | MidNorthern Appliance