Threshold Brands Company Profile

Background

Threshold Brands, established in 2021 and headquartered in Boston, Massachusetts, is a multi-brand franchisor specializing in home and commercial services. The company's mission is to "open the door to a better lifestyle" by offering a curated collection of service providers that focus on repair, maintenance, and enhancement of residential and commercial properties.

Key Strategic Focus

Threshold Brands' strategic focus centers on expanding its portfolio of home service franchises to meet diverse customer needs. The company emphasizes:

Diversified Service Offerings: Providing a comprehensive range of services through its various brands, including cleaning, insulation, pest control, and surface refinishing.

Franchisee Support: Offering extensive training, marketing support, and business coaching to ensure franchisee success.

Market Expansion: Targeting growth in key metropolitan areas, such as Dallas-Fort Worth, to capitalize on increasing demand for home services.

Financials and Funding

In April 2021, Threshold Brands was acquired by The Riverside Company, a global private equity firm. This acquisition has facilitated the company's rapid expansion and the addition of multiple brands to its portfolio.

Pipeline Development

Threshold Brands has actively expanded its portfolio through strategic acquisitions:

2021: Added USA Insulation, Sir Grout, Plumbing Paramedics, and Heating + Air Paramedics.

May 2022: Acquired Granite Garage Floors, enhancing its offerings in garage floor coatings.

March 2024: Acquired Miracle Method, a leader in bath and kitchen surface refinishing.

Technological Platform and Innovation

Threshold Brands leverages various technologies to support its operations and franchisees, including:

Customer Relationship Management (CRM): Utilizing platforms like ADP for human resource management.

Marketing and Design Tools: Employing Canva and Adobe Creative Suite for marketing materials.

Communication Platforms: Using YouTube and Facebook for outreach and engagement.

Leadership Team

Ted DeMarino: CEO, leading the company's strategic direction and growth initiatives.

R. Scott Sutton: Chief Growth Officer, overseeing franchise development, marketing, and innovation.

Robert Huelin: Chief Legal Officer, managing legal affairs with extensive experience in franchising.

Larry Fox: Chief Financial Officer, focusing on financial strategy and risk management.

Leadership Changes

In February 2022, Hagan Kappler joined as CEO, bringing experience from ServiceMaster and other notable companies.

Competitor Profile

Market Insights and Dynamics

The home services industry is valued at approximately $500 billion and is projected to grow by 53% between 2020 and 2024.

Competitor Analysis

Key competitors include:

Neighborly: A multi-brand franchisor offering a wide range of home services.

ServiceMaster Brands: Provides residential and commercial services, including cleaning and restoration.

Home Franchise Concepts: Offers various home improvement and repair franchises.

Strategic Collaborations and Partnerships

Threshold Brands collaborates with its franchisees to provide comprehensive support, including training, marketing, and operational assistance, fostering a strong network of service providers.