About Us

Large enough to meet your needs & small enough to care!

Our Mission

To reliably and professionally deliver premium pools, spas and related products at competitive prices, while offering unparalleled support from a knowledgeable and experienced staff dedicated to the mutual success of Cinderella and its customers.

Who We Are & What We Do

At Cinderella, we’re making waves – we want to provide everything you and your customers need to create quality pool and spa systems that will endure for years to come.

To accomplish this, we offer big advantages to you as an independent distributor:

1. Large Enough to Meet Your Needs

Cinderella services pool and spa dealers, retailers, builders and service companies. Our fleet of trucks makes deliveries throughout Michigan, Ohio and Indiana, and we are able to develop unique solutions to meet your distribution needs.

The aluminum coping extrusions we package for in-ground pool kits are sold and distributed throughout the United States.

We employ approximately 65 full-time employees and an additional 50 seasonal employees. Our salespeople are constantly on the road, providing information on above- and in-ground swimming pools, spas, chemicals, coping, service parts and after-market items to support all of our products.

2. Small Enough to Care

As our many satisfied customers have come to know, Cinderella is not only large enough to offer products and services you can depend on, but is small enough to create a convenient, reliable, cost-effective partnership with you that will help your business grow and succeed.

We personally assist dealers with successful operation. Our sales representatives and technical advisors offer free, friendly, expert assistance; personalized service; immediate attention; and accountability. In addition, we can lend valuable pointers on store setup, product display development and training.

As the liaison between you and the rest of the swimming pool industry, we also provide assistance and advice on industry trends, warranty claims, advertising co-op programs and new products.

3. We Know It, We Carry It

Cinderella has always believed that to sell something, you have to know it and carry it. This is why our staff is made up of professionals who truly know the industry and why our warehouses actually contain the products we sell.

With our staff’s extensive experience in the industry, we can provide unparalleled customer support and free expert assistance – from practical advice on how to set up your store, to valuable information you can pass on to your customers. 

At Cinderella, everything we do is for the ultimate benefit of the customer. We’re here to help you and assist with your customer’s needs, making your business a success. With our warehouses and convenient delivery system, we have what you need so you can have the products your customers want when they want them.

This identity drives our business, so we maintain an expert staff and extensive inventory, and actively follow the philosophy of being “large enough to meet your needs, but small enough to care.”

Our History

During a trip to California in 1955, our founder, Bob Jaffe, came across a fiberglass shell swimming pool manufactured by the Cinderella Glass Swimming Pool Company. Bob purchased one of these pools, had it shipped to his home in Bay City, Michigan, and installed it in his backyard.

Soon thereafter, a number of Bob’s friends approached him about installing similar pools in their backyards, eventually prompting him to purchase a sales franchise from the Cinderella Glass Swimming Pool Company.

Over the next several years, Bob’s swimming pool business prospered as it diversified into vinyl liner pools, chemicals and maintenance equipment.

While the Cinderella Glass Swimming Pool Company went bankrupt and ceased doing business in 1958, Bob and his brother Mark – who had joined the business – kept the Cinderella name and continued building their own company.


  • 1969:  A large building in downtown Bay City, Michigan was acquired by the brothers and Cinderella Pool & Patio Center opened there a year later.
  • 1974:  A retail location was opened in Saginaw, Michigan on the site of several historic local businesses; including the Sommers Brothers Match Co. That same year, Bob began designing coping for use with vinyl liner pools and offering it to dealers.
  • 1978:  The Cinderella, Inc. name was adopted.
  • 1985:  The Saginaw retail location became wholesale only.
  • 1993:  A warehouse location in Grand Rapids, Michigan was acquired and wholesale operations in West Michigan commenced.
  • 1997:  Cinderella closed its original retail operation in Bay City to focus exclusively on wholesale sales.
  • 2013:  Another wholesale operation was opened in Indianapolis, Indiana.
  • 2020: Open a wholesale distribution facility in Livonia, Michigan
  • 2022: Join Heritage Pool Supply Group

Local Expertise. Nationwide Resources.

As part of Heritage Pool Supply Group, we carry a comprehensive selection of pool and spa products from leading manufacturers. We offer everything from pumps, filters, and heaters to chemicals, cleaners, and accessories. Our inventory is constantly expanding to meet the changing needs of our customers.

We’re proud of our history and the relationships we have built with our customers over the years. Our commitment to quality service and products has never wavered, and we are excited to continue serving pool and spa professionals for many more years to come. Thank you for considering Cinderella as your go-to distributor for all of your pool and spa needs!