FORT WAYNE, Ind. - WaterFurnace Renewable Energy Inc. launched a new brand of geothermal heat pumps and related equipment, along with a new distribution strategy. The new GeoStar brand ( is described as a “premium distributor brand” that will be sold only to select wholesale distributors who will then offer the line to their contractor customers.

“The trend in demand for geothermal systems is incredibly positive. Our long-established WaterFurnace brand is strong and is distributed on a direct-to-dealer basis to over 800 contracting businesses that have chosen to make geothermal part of their offering to consumers. The new GeoStar brand will allow us to pursue a greater share of the geothermal market, via wholesale distributors, through contractors who are not WaterFurnace dealers,” noted Tom Huntington, WaterFurnace president and CEO.

“WaterFurnace remains our premium dealer brand, with the highest energy efficiency ratings of any comfort system on the market, and GeoStar becomes our designated distributor brand,” Huntington said.

Distributors already offering the GeoStar product line include Affordable Energy Technology based in Indiana covering Indiana, Ohio, Kentucky, and Illinois.; Yandle-Witherspoon Supply Inc. based in Charlotte, N.C., covering the Carolinas; CleanEnergy Developments Ltd., based in Calgary, Alberta, covering British Columbia, Northwest Territories, Yukon, Alberta, Saskatchewan, Manitoba, and the vast majority of Ontario; and Master Group LP, based in Saint-Lauren, Quebec, covering northeastern Canada. More distribution agreements are expected to be announced soon, according to John Preston, WaterFurnace director of distributor sales.

“The GeoStar brand is differentiated by overall product design and efficiency ratings, and of course in the way we will take it to market. The GeoStar quick-ship program enhances distributor inventory turns and maximizes channel partner satisfaction. Our GeoStar programs will be focused on helping distributors market this brand to their existing base of dealers, whereas our focus with WaterFurnace is helping our dealers - many of them long-time and loyal customers - market the WaterFurnace brand to homeowners and end users,” Preston said.

The new GeoStar product line includes the G Series geothermal heat pumps with units available from 2 to 6 tons, and up to 4.8 COP and 28.0 EER, plus console units and indoor and outdoor splits; the Q Series all-in-one geothermal boiler, furnace, and air conditioner; and the Y Series geothermal heat pumps with optional hot water heater. All units are AHRI certified and Energy Star® rated, as applicable. Commercial units are also available with the GXW and Z Series. Accessories make the GeoStar brand complete with thermostats, geothermal storage tanks, and air handlers.

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Publication date:10/18/2010