100 years old in 2022, the milestone underscored more than just longevity—it highlighted a legacy of adaptability and unwavering commitment to wholesale partners across New England.
Founded as a manufacturer’s rep agency in 1922, the company’s modern story took shape in 2001 when then–sales manager Joe McCarthy was offered the chance to buy the business before it went up for acquisition. Rather than see it sold outside the team, he and his wife made the bold decision to invest their own finances and keep the agency in the family.
“My dad was 52 at the time,” recalls Cullen McCarthy, president of Walter F. Morris Company. “He went home, had a conversation with my mom and decided to take on a second mortgage and put everything into buying the company. It was a big leap—but it ensured the company’s future.”
Joe’s vision paid off. Within a few years, his sons joined the business—Patrick in 2004, Cullen in 2008 and Greg in 2012—cementing Walter F. Morris Company as a family-run enterprise.
A Regional Powerhouse for Wholesalers
Today, the company employs 43 fulltime team members spread across New England and upstate New York. From its 40,000-square-foot headquarters and warehouse in Foxborough, Massachusetts, the agency supports wholesale distributors with outside sales, inside sales, customer service, deliveries and training.
“We see ourselves as filling in the gaps,” Cullen explains. “Our goal is to make doing business with our manufacturers easier than with anyone else. That means stocking product, running our own trucks and being there when wholesalers need us.”
Building Community: Oktoberfest
Walter F. Morris Company has strengthened its partnership with IMARK Plumbing and Luxury Products Group (LPG) by creating a new tradition for members in New England: Oktoberfest. The event was designed as a local, intimate alternative to large national shows—bringing together members, manufacturers and partners for a day of networking, idea-sharing and product discovery.
“It is a way to create an event right here in our region where members could share ideas, see what’s new and learn from each other without the heavy travel that so many national gatherings require,” explains McCarthy.
The inaugural Oktoberfest, which took place on October 1, gave members a chance to connect directly with the brands driving showroom and wholesale success.
Attendees engaged with a powerful lineup of IMARK/LPG partner lines, including:
- Rheem – trusted water heating solutions
- Saniflo SFA – innovative above-floor plumbing technology
- Eemax – evolving hot water systems
- Fluidmaster – the leader in toilet repair parts and technology
- MTI Baths – luxury bath fixtures and freestanding tubs
- IPEX by Aliaxis – piping systems engineered for performance
- ioux Chief – American-made plumbing innovation
- Woodpro Cabinetry – crafted cabinetry for bath and kitchen
- Pioneer – value-driven faucets and fixtures
- BLANCO – premium sinks and kitchen fixtures
- Basco – custom shower enclosures
- Strasser – fine bathroom vanities and cabinetry
- Flusso Luxury Plumbing Fixtures – designer plumbing products
“These brands reflect the quality, innovation and diversity that LPG and IMARK members look for,” McCarthy adds. “By bringing them together under one roof, we’re creating a unique opportunity for members to experience the products firsthand and discover how they can set their businesses apart.”
Hands-On Training: The Interactive Learning Center
Understanding that plumbing, HVAC/R and decorative products are best appreciated in person, Walter F. Morris Company developed an Interactive Learning Center at its Foxborough facility.
The center features live-fire areas, decorative displays and training zones where wholesalers, contractors, designers and engineers can interact directly with the products Morris represents.
“It’s unique for a rep agency,” Cullen notes.
“Manufacturers can showcase their capabilities and wholesalers can bring in their teams or customers for training or just a change of scenery. It’s about creating a space where people can learn and engage in ways they can’t always do at their own locations.”
A Culture of Problem-Solving
At its core, Walter F. Morris Company is defined by its people. Cullen is quick to credit the company’s culture as its greatest differentiator.
“WE’RE PASSIONATE PROBLEM-SOLVERS,” CULLEN SAYS. “OUR RELATIONSHIPS WITH MANUFACTURERS, WHOLESALERS, ENGINEERS AND CONTRACTORS ARE BUILT ON BRINGING VALUE. IF WE CAN MAKE IT EASIER FOR SOMEONE TO DO BUSINESS— WHETHER THAT’S SOLVING A CHALLENGE OR STREAMLINING A PROCESS—WE KNOW THAT LEADS TO THE NEXT OPPORTUNITY.”
That culture permeates the company, from leadership to the warehouse team. “Everyone here understands that customer service and problem-solving aren’t just part of the job—they’re who we are,” Cullen adds.
Looking Ahead
As customer demands evolve, Walter F. Morris Company is positioned to deliver the products and expertise IMARK and LPG members need to capture growth. With a strong leadership team, robust warehouse capacity and a century of proven adaptability, Walter F. Morris Company remains exactly what wholesalers look for in a rep: a partner they can count on.
“Our mission is simple,” Cullen concludes. “Your success is our success—and that’s what drives us every day.
For more information, visit morrismerchants.com.
Jennifer Kohlhepp
Jennifer Kohlhepp is the managing editor of IMARK Today and has more than 20 years of experience developing award-winning content for various platforms. Reach her at jkohlhepp@cmasolutions.com.