For more than a century, General Plumbing Supply (GPS) has quietly built a reputation that many companies chase but few sustain: trust. Founded in 1910 and now led by fourth-generation President Justin Friedman, the company has grown into a 24-location operation with 550 employees serving customers across New York and New Jersey.
But scale alone doesn’t define GPS. Its longevity and continued growth comes down to a disciplined focus on relationships, service, and a willingness to evolve alongside its customers.
“We’ve always been a relationship-driven business,” Friedman said. “Whether it’s our customers, our vendors, or our employees, that connection is what has allowed us to grow and sustain ourselves over time.”
A Different Kind of Distributor
In a competitive wholesale distribution landscape, GPS has carved out a distinct position. While many competitors lean heavily on price or scale, GPS differentiates through accessibility, responsiveness and inventory depth.
That inventory strategy is not incidental it’s central to the company’s value proposition. By maintaining strong stock positions across key product categories, GPS ensures it can serve both trade professionals and retail customers without delay. From plumbers and contractors to designers and homeowners, the company’s customer base is diverse and expectations are high.
“Whether it’s a contractor who needs something immediately or a homeowner planning a renovation, we want to be able to deliver,” Friedman said. “That’s where our inventory and our team really make a difference.”
Powering Growth Through Partnership
Another cornerstone of GPS’s success has been its strategic partnerships, particularly with premium brands like Kohler. Over time, that relationship has evolved beyond distribution into a more immersive retail experience.
“Our partnership with Kohler has been incredibly important,” Friedman said. “It allows us to offer a higher-end, more curated experience for our customers while aligning with a brand that shares our commitment to quality.”
That alignment has also positioned GPS to stay ahead of emerging trends, particularly as consumer expectations shift toward more personalized and design-driven spaces.
The Rise of Wellness at Home
One of the most notable shifts in the industry and a key area of focus for GPS is the growing demand for wellness-oriented products in the home.
“We’re seeing a real movement toward wellness,” Friedman noted. “People are investing more in their homes, and that includes products that support health, relaxation and overall well-being.”
Through its partnership with Kohler and other manufacturers, GPS has introduced a range of new offerings that reflect this trend. Among them is the Solar by Remedy whole-plunge system, as well as infrared sauna solutions products that bring spa-like experiences into residential settings.
“These are not just luxury items anymore,” Friedman said. “They’re becoming part of how people think about their daily lives and their homes.”
Investing in the Future
While its foundation is rooted in tradition, GPS is equally focused on the future. Recent investments in technology and infrastructure reflect a company preparing for the next phase of growth.
The relocation of its headquarters to a larger facility in Piscataway is one example. The move not only provides additional operational capacity but also signals confidence in continued expansion.
At the same time, GPS is investing in e-commerce capabilities to better serve a changing customer base.
“We’re focused on making it easier for customers to do business with us,” Friedman said. “That includes enhancing our digital platforms while still maintaining the personal service we’re known for.”
Balancing those two elements technology and human connection is critical. For GPS, digital tools are not a replacement for relationships, but an extension of them.
People at the Core
Despite advancements in technology and shifts in the marketplace, one constant remains: the importance of people.
“Our business has always been about people,” Friedman said. “Hiring the right team, people who care about the customer experience that’s what drives everything we do.”
That philosophy extends across the organization, from showroom staff to warehouse teams to leadership. It’s also a key reason why GPS continues to earn repeat business and referrals, arguably the most valuable currency in any service-driven industry.
“We’ve grown a lot over the years, but the goal hasn’t changed,” Friedman added. “We want every customer interaction to be a positive one.”
A Century-Long Perspective
As GPS approaches its next chapter, the company is guided by both its history and its vision for the future. Few businesses can point to more than 100 years of continuous operation, let alone sustained growth across multiple generations.
For Friedman, that legacy is both a point of pride and a responsibility.
“There’s a lot that comes with being a fourth-generation business,” he said. “You want to honor what was built before you, but also make sure you’re evolving and positioning the company for what’s next.”
If the past century is any indication, GPS is well positioned to do exactly that, continuing to adapt, innovate and deliver value in an industry that depends on both reliability and change.
“We’re seeing a real movement toward wellness,” Friedman noted. “People are investing more in their homes, and that includes products that support health, relaxation and overall well-being.”