“We are pleased to welcome David [Connelly] and the entire Cinderella team to the Heritage family,” Matt McDermott, president of Heritage, said in a news release. “Cinderella is an ideal addition to our midwest region and allows us to expand our service platform and product offering across Michigan, Indiana, and beyond. Announcing our new partnership with Cinderella is the first step in kicking off a new year of exciting growth following a foundational year in 2021 for the Heritage family.”
Saginaw, Mich.-based Cinderella operates four branches in Saginaw, Mich., Grand Rapids, Mich., Livonia, Mich., and Indianapolis, Ind. David and Tom Connelly, Cinderella’s president, will lead the company post-acquisition under the Cinderella brand name to ensure continuity for customers, suppliers, and employees.
“The Jaffe family is pleased to have found a partner in Heritage that will carry on the 67-year legacy of Cinderella in the pool and spa industry,” David Jaffe, CEO of Cinderella said. “Partnering with Heritage, the second largest wholesale distributor of swimming pool products in North America, will offer consistency and added resources for our customers, our vendor partners, and our employees. Our team looks forward to exceeding our customers’ expectations and serving our industry for decades to come.”
Heritage Pool Supply Group, a wholly-owned subsidiary of SRS Distribution, was formed in August through the acquisition of Aqua-Gon. SRS and its landscape division, Heritage Landscape Supply Group, first gained exposure to the pool and spa space through its acquisition of Davis Supply in April 2021. Heritage Pool Supply completed the acquisitions of Pool Contractors Supply and Quality Pool Supply in October.
Last week, the subsidiary expanded significantly through the acquisition of AquaCentral. The acquisition of AquaCentral, the second largest pool distributor in the country, added the Florida Water Products, Pool & Electrical Products, American Pool Supply, Bel-Aqua Pool Supply, Conely Company, Mayfield Pool Supply, Classic Pool Tile, and Noble Tile Supply brands to the Heritage portfolio. The subsidiary additionally acquired Hachik Distributors in 2021. Currently, Heritage operates a family of 15 distinct local brands encompassing 91 locations across 23 states.