WinWholesale has a new name: Winsupply Inc. Chairman Rick Schwartz said, “Winsupply connects the more than 570 Win local companies to a single, cohesive powerful brand that creates national presence and position, not only in wholesale distribution but in all of the industries we serve.”

Winsupply, with $2.5 billion in sales in 2014, is the majority owner of all its local companies in a shared ownership business model. 

“The Winsupply name will help us drive better business results,” Schwartz said. “We can go to market with a stronger brand that enables contractors everywhere to better understand the strength Winsupply brings to our local companies through centralized services including business consulting, capital, product sourcing, training, accounting, IT, payroll and marketing. These services allow local operators to focus on their local markets, products and serving their customers. 

“With our new name, their customers can continue to feel confident that the local companies will make decisions on the spot to give them the support and services they need, and deliver the expertise and products when and where they need them. What will change is an enhanced commitment to deliver superior solutions for their everyday needs and unique challenges.” 

Winsupply represents a powerful national brand that becomes the “connective tissue” for all of the local Win companies in 45 states, referred to as the Win Family of Companies. Currently, most local companies operate under Win-branded names including Winsupply, Winnelson, Winair, Windustrial, Winlectric, Winfastener and Winpump, along with Noland Company. 

“Winsupply more accurately describes our business today — suppliers of diverse residential and commercial construction and industrial supplies and equipment, and what customers are seeking from our local companies. Our customers enjoy an owner-to-owner relationship and the expertise, equipment and support they need to succeed in their increasingly diversified businesses. 

“More and more of our customers are no longer focusing on just one industry, like plumbing,” Schwartz said. “They’re adding heating and air conditioning equipment, PVF or electrical supplies in order to grow and diversify. Similarly, many of our local companies are doing the same, diversifying to meet the needs of their customers and to grow. The Winsupply name does the best job of capturing that diversification.” 

The adoption of Winsupply continues the process of ending the proliferation of the different local company names. Over the last two years and going forward, all new companies have and will take the Winsupply name, with the exception of Winwater companies which will retain their current name. It’s expected that many more will change their local brand to Winsupply. Each local company is an independent corporation and the decision lies with each company’s board of directors.

For an exclusive interview with Winsupply’s senior executives, read the September cover story of Supply House Times.