Alan Edelman grew up in eastern Poland. At the age of 14, at the onset of World War II, his father was killed. With his mother and  brother, they were exiled to Siberia on a cattle car. From there, the family emigrated to New York, arriving in 1948. Arriving penniless and unable to speak English (though fluent in Yiddish, Polish and German), he found employment in New York City’s garment district. There, he met a young woman from Ohio and after falling in love, they relocated to her hometown of Cleveland to start a new life together.

Alan Edelman’s father-in-law, a plumber, became his mentor and introduced him to locals. According to his grandson, Dan Edelman, who is now the owner and president of Edelman, family lore recounts advice given to Alan Edelman by his father-in-law: “Whatever you do, don’t get into retail — the hours will kill you! You have got to get into wholesale.”

With this advice, Alan Edelman, aided by a $5,000 loan, founded Edelman Plumbing Supply in Cleveland. He began investing in faucets and parts, selling them out of his van to local hardware stores. Dan Edelman explains, “At the time, every neighborhood had a hardware store. Customers would look through a book of product pictures, point to their desired items, and he’d fetch them from his truck.” By 1953, business was thriving, leading him to open a storefront.

Alan Edelman sourced plumbing parts from local Cleveland manufacturers and sold PVF, catering to the needs of the expanding city and its suburbs. The business continued to prosper. By 1976, his children, Sheldon and Laura, joined the company. They introduced a destination plumbing showroom, highlighting luxury brands. This showroom, although compact at around 1,500 square feet, showcased high-end brands – many of which couldn’t be found in the region.  

Concurrently, the company’s PVF business thrived, meeting the demands of the burgeoning localities. In the subsequent years, Sheldon Edelman’s children, Dan and Rachel, joined the family enterprise, further driving its expansion across multiple verticals.

In 2009, reflecting its diversified offerings — plumbing, appliances, decorative hardware, PVF, windows, and more — the company rebranded as Edelman. Today, the firm remains family-run, with Dan Edelman presiding over the legacy his grandfather initiated 70 years prior. What hasn’t changed is the unwritten motto that Dan Edelman proudly states is always saying yes to its customers. 

Carrying on Traditions of Customer Service Excellence 

“A part of setting our customers up for success is providing them unique and top-quality products, helping facilitate warranties (when need be) and providing accurate lead times,” states Dan Edelman. “The customer is first, and we’re going to do what we can to take care of our customer.”

With two locations in the Cleveland area —  an 18,000-square-foot showroom in Bedford Heights and a 10,000-square-foot showroom in Westlake (soon to be 12,000 square feet, more in a moment), served by a 100,000-square-foot distribution center in Bedford Heights — this mighty company stands on the founder’s belief of excellence in customer service, provided by a skilled and educated team. 

Many of the 35 team members have been with the distributor for more than 11 years, providing an incredible product knowledge base and understanding of high-end product wants and needs of its architects, designers, contractors, plumbers and builder customers.

“We lead by providing excellent customer service, and education is a cornerstone in our company,” Dan Edelman says, and it starts with training team members on the high-end products the company carries. Team members are eager to learn as much as they can about the products they sell. 

“Knowledge is power; the more you know, the more confident you become speaking and promoting products,” says Anna Salerno, sales manager at Edelman. Salerno has been with the company for almost 25 years and understands what makes a showroom stand out — the people and product knowledge. “Clients latch onto your enthusiasm and passion,” she adds. “They sense that you believe in what you are educating them on and believe in the product.” 

With more than 30,000 square feet of combined showroom space displaying a vast assortment of luxury products, team members understand there may be sensory overload. “We carry more than 80 brands, and our job as salespeople is to educate the consumers, who are often overwhelmed when they walk into a showroom,” Dan Edelman says. “Our team does a phenomenal job of educating the customer on product options and  guiding them to opportunities.” 

Educational opportunities include site visits and onsite training with its manufacturing partners. In October, a large team from Edelman spent a day in Chicago attending Gerber University, learning more about the company’s history, products and innovation, and experiencing its newly remodeled product showroom. 

By showcasing the company more personally, Edelman team members can connect with customers on the brand, its strategy, and how its products work together — both aesthetically and functionally.

“A day of offsite training and seeing everything a brand has to offer, even when I have been selling it for 25 years, is recharging,” Salerno explains. “It helps keep you current on new products, and even when you think you know everything, you always leave learning one new thing. You build a new trust factor with those behind the scenes who are the brains behind what we are selling.”

And its partnerships with its manufacturers are a cornerstone to the company — providing products, training and the support needed to succeed. “We are delighted to celebrate Edelman Supply’s 70th anniversary,” notes Carmen Fiordirosa, president of Gerber Plumbing Fixtures. “As longtime partners, this remarkable milestone is a testament to Edelman’s unwavering commitment and dedication. Gerber cherishes our shared collaborative journey and wishes Edelman continued success.”

Dan Edelman says: “We don’t want our team to come to work and have it be only a job for them; we want them to be able to make a career here. So we’ll continue to train our team.” And it’s for the team member’s success, as well as for the customers and the company.

He adds that a good work ethic is contagious, and it comes when team members feel confident in the products they sell. This allows them to make decisions without being afraid to make the wrong one. “There will be mistakes, and that’s OK; it’s how we grow,” he says.

The Bonds of Partnership

When Alan Edelman was starting in his new homeland, he was given many opportunities, helping him form the solid foundation that continues today. 

“My grandfather passed away at the age of 98, having come into work every day until he was in his early 90s,” Dan Edelman explains. “He was given many opportunities, and he would do the same for his customers starting in the industry. Many didn’t have credit, and he would extend it, allowing them to grow their business. We continue to offer the same opportunity today for new plumbers, and we love partnering with them.”

Examples include offering free educational classes for its trade customers, which traditionally include a fee to attend. “We provide monthly educational classes, whether through product knowledge, hands-on troubleshooting, etc.,” he adds. It’s a value-added service that other companies charge for, but to Edelman, it helps define its relationship with its customers.

The bonds of partnership run deep: The first customer the distributor had 70 years ago is still a customer today. “Many of our customers and team members become friends,” says Dan Edelman. Providing a partnership ensures that experiences are not only transactional. “We treat our customers as part of the family. And it defines who we are.”

Partnerships also include manufacturer-sponsored factory trips to see how products are made. This year, Dan Edelman and his wife, Gina, were part of Saniflo’s A Trip of a Lifetime. It brought customers from around North America to Paris to celebrate SFA Saniflo’s marketplace innovations and to see firsthand the manufacturing facility and the elaborate process involved in manufacturing its products. 

“Edelman has long been an ideal partner for Saniflo, always willing to embrace new products and initiatives,” notes Regis Saragosti, CEO of SFA Saniflo North America. “They’re a company that truly cares about relationships with their suppliers and customers and can link them together. From the steaks served at  Plumbfest events to constantly organizing and hosting CEU classes, it shows they care about the trades. On top of all that, they’re great people! We thoroughly enjoyed having them in Paris on our 2023 rewards trip.”

What’s Next?

Dan Edelman recognizes the challenges of being the company’s third-generation leader, yet he continues to move forward with determination. The Westlake showroom is expanding, adding more than 2,000 square feet for its appliance lines. It made sense to bring together appliances, doors and high-end hardware to the customer and make it a one-stop shop.

I asked Dan Edelman if the company had a motto, and he smiled. While hard work, customer service and the customer are the company’s bedrock, he replies, “We educate our customers on the products we sell and help them turn their houses into extraordinary homes that reflect their unique style.” And the destination showrooms do not disappoint. Happy Anniversary!