Direct Coil
Direct Coil is a prime example of a business that not only survived a transformation, but thrived as a result. Started in 2007, Direct Coil operates in the heat transfer and refrigeration market, producing commercial and industrial engineered heating and cooling coils that are used in a wide array of applications (furnaces, fridges, and practically anything involving air movement). Originally, Direct Coil was limited in its capabilities—it catered only to applications requiring smaller coils (an extremely competitive market)—and suffered in its early years as a result.