MID WALES PLUMBING AND HEATING SUPPLIES LIMITED

What MID WALES PLUMBING AND HEATING SUPPLIES LIMITED does

Mid Wales Plumbing & Heating Supplies Limited operates Pirate Heating Supplies, a UK e-commerce retailer of plumbing, heating, and renewable energy equipment. The company sells boilers, air-source heat pumps (including R290 and hybrid systems), hot water cylinders, smart heating controls (Honeywell Home evohome, Salus), underfloor heating, and pipe fittings, sourced from approximately 30+ manufacturers including Viessmann, Vaillant, Grant UK, Intergas, Baxi, Worcester Bosch, and Ideal Heating. The storefront runs on a standard WooCommerce-style e-commerce platform with same-day dispatch (orders before 4pm), multi-carrier UK delivery (Royal Mail, DPD Local, Parcelforce, Pallet Track), and pre-configured heat-pump bundle packs that combine heat pumps with cylinders from manufacturers such as OSO.

The company serves two customer segments: retail consumers (homeowners and self-builders purchasing heating equipment for domestic properties) and trade professionals (heating engineers, plumbers, and installers) who qualify for dedicated trade pricing via a registered trade account programme. Pricing is unit-based with both inc. VAT and ex. VAT display, and the company supports flexible consumer payment options including PayPal Credit, PayPal Pay in 3, and Apple Pay. The pirate-themed branding and 1200+ five-star Trustpilot reviews function as the primary marketing differentiation in an otherwise commodity reseller category. Revenue mechanics consist of one-time hardware sales margin, with no subscription or recurring service layer evident. The company is privately held, single-site (Newtown, Powys), recently launched its online brand in January 2025, and discloses no revenue, headcount, or external funding.

Name

MID WALES PLUMBING AND HEATING SUPPLIES LIMITED

Legal name

Mid Wales Plumbing & Heating Supplies Limited

Website

https://pirateheatingsupplies.com

Company type

Private

Founded year

2025

Operating status

Operating

Short description

Pirate Heating Supplies, the online brand of Mid Wales Plumbing & Heating Supplies Limited, is a UK e-commerce retailer of boilers, heat pumps, smart heating controls, and plumbing supplies, serving both trade installers and retail homeowners with same-day dispatch and trade pricing.

Ownership category

akta.pro rank

Product category

Plumbing and Heating Supplies Retail

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720), Hardware Merchant Wholesalers (423710)

SIC

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

akta.pro primary industry

Heat Exchangers & Thermal Transfer Equipment (IMAHAKAC)

akta.pro secondary industries

Plumbing Parts & Supplies Retail (Pipes, Valves, Fittings) (CRAIADAD), Water Heating Accessories & Plumbing Connection Kits (Connectors, Hoses, Traps) (IMADALAG)

Keywords

• Plumbing and heating supplies
• Heat pump equipment
• Boiler supplies online
• Smart heating controls
• Heating trade supplies

Headquarters

HQ city

Newtown

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated through one-time sales of heating equipment including heat pumps, boilers, controls, cylinders, and accessories. Products are sold at retail prices with VAT, with trade pricing available for registered trade accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Mid Wales Plumbing & Heating Supplies Limited, trading as Pirate Heating Supplies, is an online retailer of plumbing, heating, and renewables equipment based in Newtown, Wales. The company stocks heat pumps, boilers, hot water cylinders, smart heating controls, radiators, underfloor heating, pipe fittings, and accessories from manufacturers including Viessmann, Vaillant, Grant UK, Intergas, Honeywell Home, and OSO. It serves both trade installers and homeowner/self-build customers across the UK via its e-commerce website with UK-wide delivery.

Product overview

Pirate Heating Supplies is the online retail brand of Mid Wales Plumbing & Heating Supplies Limited, operating as an e-commerce platform for heating and plumbing supplies. The company launched in January 2025 and offers a comprehensive portfolio of heating products across six main categories: Heat Pumps (including Air-to-Air, Air-to-Water, Heat Pump Packs, and Hybrid systems from Viessmann, Vaillant, Grant, and Intergas), Controls & Heating (covering heating controls, radiators, hydronic products, pumps, valves, underfloor heating, and water treatment), Boilers (from Intergas, Grant, Vaillant, Viessmann, Baxi, Worcester Bosch, and Ideal), Pipe Fittings (including press fittings), Cylinders (hot water cylinders from OSO and Grant), and Smart Home (including Honeywell Home evohome and Salus controls). The company also offers pre-configured Heat Pump Packs bundling heat pumps with cylinders, and sells accessories like the Intergas Gateway for remote boiler monitoring. Key product brands include Viessmann Vitocal, Vaillant aroTHERM Plus, Grant Aerona 290, Intergas Xtend Hybrid Systems, and Intergas Xceed R290 heat pumps. Services include trade account pricing, same-day dispatch (orders by 3:59pm), and delivery via Royal Mail, DPD, Parcelforce, and Pallet Track.

Differentiator

Problem solved

Functional benefit

Products and services

• Heat Pumps
• Boilers
• Hot Water Cylinders
• Smart Home Heating Controls
• Controls and Heating Components
• Pipe Fittings
• Heat Pump Bundle Packs
• Trade Account Program
• UK Delivery Service

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• ViessmanncoreChannel Partner/ Reseller/ DistributorPirate Heating Supplies is an authorized reseller of Viessmann heating products including Vitocal heat pumps and associated installation packs.
• VaillantcoreChannel Partner/ Reseller/ DistributorReseller of Vaillant products including aroTHERM Plus heat pumps and associated bundle packs.
• Grant UKcoreChannel Partner/ Reseller/ DistributorAuthorized reseller of Grant Engineering products including Aerona heat pumps and associated accessories.
• IntergascoreChannel Partner/ Reseller/ DistributorStockist of Intergas boilers, Xceed heat pumps, and Xtend hybrid heat pump systems including comprehensive bundle packs.
• Honeywell HomecoreChannel Partner/ Reseller/ DistributorReseller of Honeywell Home heating controls including evohome smart heating systems and accessories.
• OSO HotwaterminorChannel Partner/ Reseller/ DistributorStockist of OSO hot water cylinders including DELTA Geocoil heat pump cylinders.
• ESBE Hydronic SolutionsminorChannel Partner/ Reseller/ DistributorReseller of ESBE hydronic components including motorised diverter valves and control solutions.
• PayPalcoreTechnology or IntegrationPayment processing partner enabling PayPal Credit and PayPal Pay in 3 payment options for customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wickes: Wickes is a UK home improvement retailer serving both DIY consumers and trade customers, with kitchen, bathroom, and building product categories. While broader than Pirate Heating Supplies, it competes for the same self-build and homeowner segment on heating installations and plumbing fittings.
• B&Q: B&Q is the UK's largest home improvement retailer, owned by Kingfisher, selling plumbing, heating, and DIY products to mass-market consumers. It is comparable as a broad incumbent competing for the DIY homeowner customer that Pirate Heating Supplies targets.
• Travis Perkins: Travis Perkins is the UK's largest supplier of building materials and a broad incumbent serving trade customers across plumbing, heating, and construction. It is comparable as a much larger, multi-channel competitor with overlapping trade relationships and the financial scale to outpace niche online retailers.

Direct peers

• City Plumbing Supplies: City Plumbing Supplies is a UK national plumbing, heating, and renewable energy merchant serving trade and commercial customers. It overlaps directly with Pirate Heating Supplies on heat pumps, boilers, cylinders, and heating controls, with a similar trade-pricing model.
• Screwfix: Screwfix is the UK's largest trade-focused omnichannel retailer of hardware, plumbing, and heating supplies, serving both professional installers and DIY customers. It directly competes with Pirate Heating Supplies across boilers, plumbing fittings, and heating accessories, with the closest overlap in trade pricing and same-day fulfillment.
• Plumb Center: Plumb Center is the UK's largest specialist plumbing and heating merchant, part of the Wolseley/City Plumbing group, focused on professional installers. It is a direct competitor for the same Viessmann, Vaillant, Grant, and Intergas brands and for trade-account B2B volume.
• Heatable: Heatable is a UK online-first retailer of boilers, heat pumps, and heating systems with an emphasis on consumer-facing install pricing and digital booking. Like Pirate Heating Supplies, it is a digitally native retailer going after the consumer-direct and installer-referral segments in the boiler and heat pump category.
• Toolstation: Toolstation is a UK trade and DIY supplies retailer owned by Travis Perkins, stocking plumbing, heating, and electrical products with a click-and-collect heavy model. It competes head-on with Pirate Heating Supplies for installer trade accounts and same-day collection/delivery on plumbing and heating SKUs.
• Victorian Plumbing: Victorian Plumbing is a large UK online retailer specializing in bathrooms, plumbing products, and heating fixtures. It is a direct peer in online-only D2C plumbing and heating supply, although its category mix skews more toward fixtures and less toward heat pumps than Pirate Heating Supplies.

Emerging players

• Boiler Juice: Boiler Juice is a UK online price-comparison and lead-generation platform for boilers, heating, and home energy services. While its business model (lead-gen rather than inventory) differs, it overlaps with Pirate Heating Supplies in the consumer boiler and heating equipment purchase journey.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key highlights7 records

Customer concentration

• Xx.com/MWPHS

Revenue estimate

Valuation estimate

Number of profiles

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 MID WALES PLUMBING AND HEATING SUPPLIES LIMITED