Who Owns EdgeStar?

Living Direct launched EdgeStar in 2004, one year into the experiment of converting an online specialty appliance store into a brand owner. The Austin company had spent six years selling other manufacturers' compact refrigeration through sites such as CompactAppliance.com and Kegerator.com, and used that sales data to spec its own products for underserved niches.

The early lineup focused on what became the brand's signature categories: kegerators for home draft beer, wine and beverage coolers, compact and apartment sized refrigerators and freezers, portable air conditioners and ice makers. Contract manufacturing in China, South Korea and Thailand kept prices accessible while Living Direct handled design, quality control and support from Austin.

Growth tracked the rise of niche e-commerce: EdgeStar products spread across Amazon, Home Depot, AJ Madison, CompactAppliance.com and specialty retailers, becoming a default name for compact refrigeration and draft beer equipment in the US market.

Ferguson Enterprises acquired Living Direct in October 2015, folding the brand development operation into its distribution network. In 2017 Living Direct divested its retail websites and became a pure product company. EdgeStar has since expanded into built in refrigeration, dishwashers and compact laundry while keeping its entertainment oriented core.