Initially for heating, ventilating and air conditioning contractors, the Retail Contractor Coalition is an alliance of independent contractors who want to promote their brand rather than a manufacturer's brand. The Coalition formed in February 2008 and is now accepting members.

For decades the HVAC industry featured a strong manufacturer-distributor-contractor channel of distribution. The interests of all players were aligned. The traditional channel began to fracture in the late 1980s; manufacturers began to offer products without dealer meetings, co-op advertising and incentive trips. By eliminating the frills, equipment prices were lowered. The low price manufacturers quickly took share from the traditional manufacturers.