About Us

Our Story: From Master Chemists to Modern Distributors

For over 80 years, the foundation of Up Side Down Supply has been built on expertise, innovation, and a deep understanding of the trades. What started in the 1940s as a family-run shellac and paint manufacturing business in Philadelphia has evolved through four generations of the Steinberg family into a premier national distributor of specialized tools and safety equipment.

Our roots are in the chemistry of coatings. From refining raw shellac to manufacturing high-performance paints for iconic brands like Felton Sibley, our family has always understood exactly how tools and materials interact. This technical background led us to seek out chemical-resistant application tools, like rollers and brushes — solving a common failure point for contractors and setting the stage for our transition from paint people to tool experts.

Today, as part of the ProFast Inc. family, Up Side Down Supply continues to operate out of the Philadelphia area. We remain dedicated to the same mission that the Steinberg family championed: providing the best deals, the highest quality inventory, and an effortless ordering experience for those who work UP (on roofs), SIDE (on walls and building envelope), and DOWN (on floors and below grade).

The Up Side Down Supply Timeline

The Foundation

  • 1940s: Abraham Steinberg purchases Carroll Shellac and Varnish, importing raw shellac from India to create premium floor finishes.
  • 1950s: The family expands into paint manufacturing by acquiring Alsamite Paint Co. Abe’s son David Steinberg rises through the ranks to become Treasurer and Head Chemist of Alsamite.
  • 1960: Abe and David acquire Felton Sibley Paints (est. 1863), growing the workforce to over 150 employees. The factory and offices were located on North 4th St in Philadelphia on the current site of the United States Mint. Years later, the company eventually relocates across the river to Camden, NJ.
  • 1976: The large-scale paint manufacturing divisions are sold to a national corporation; the Steinberg family retains the Carroll Shellac company, operating in the Kensington neighborhood of Philadelphia.
  • 1981: Abraham retires at the age of 79, and David becomes president of the company.

The Shift to Tools

  • 1982: David and his son Robert Steinberg purchase Delaware Valley Paint Co. located in Kensington. While still making paint, they begin specializing in roofing tools and chemical-resistant application tools.
  • 1993: The company relocates to the Philadelphia suburbs, transitioning away from manufacturing to focus on the distribution of industrial coatings and tools. The company primarily serves industrial and commercial contractors in the tri-state area.
  • 1997: Early to the digital age, Delaware Valley Paint launches its first website.

Evolution & Rebranding

  • 2004: David retires at the age of 72, and Robert becomes President. The company becomes one of the first tool distributors in the country to offer a fully transactional e-commerce site. It grows beyond the surrounding area, and begins shipping to customers across the country.
  • 2007: To reflect their expertise in roofing (UP), masonry (SIDE), and waterproofing/epoxy flooring (DOWN), Delaware Valley Paint officially rebrands as Up Side Down Supply.
  • 2013: Robert’s daughter Leslie joins the company to lead the digital marketing and e-commerce side of the business.
  • 2014-2024: Up Side Down Supply expands its reach as a national distributor of tools and safety equipment, growing its business to serve customers in all 50 states, and select locations overseas.
  • 2025: Up Side Down Supply is acquired by ProFast Inc., a family-owned business, managed by brothers Brad, Jamie, and Alex Mullins. Up Side Down Supply continues to operate in the Philadelphia suburbs with its original team, now backed by increased buying power and expanded resources.

  •  

    Abe Steinberg with Philadelphia Mayor James Tate and Horace Felton in 1963, comemmorating 100 years of Felton Sibley Paints.

    David Steinberg and son Robert Steinberg, owners of Delaware Valley Paint.

    Robert Steinberg and daughter Leslie Sirulnik, exhibiting at NERCA.

    Robert Steinberg and new owner Brad Mullins, in Oct 2025.