Tolemar, a manufacturer and supplier of aftermarket automotive accessories and a portfolio company of BRS, has closed on the buys of Todd’s Cycle, 5150 Whips, and Boat Whipz.
Tolemar is a manufacturer and supplier of branded and private-label aftermarket automotive accessories for utility terrain vehicles (UTVs), all-terrain vehicles (ATVs), and motorcycles. The company’s products include more than 4,000 SKUs of handlebars, cables, exhaust systems, and tuners.
Tolemar sells its products through the direct-to-distributor and direct-to-consumer channels. Company-owned brand names include Trinity Racing, LA Choppers, and Baron Custom Accessories. Huntington Beach, California-headquartered Tolemar was founded in 1993 by Steve Ramelot and is today led by CEO Eric Ison. BRS acquired Tolemar from San Francisco-based Vopne Capital in October 2021.
Tolemar’s three new add-ons include Todd’s Cycle, a Westminster, California-based designer and manufacturer of motorcycle parts and accessories; Boat Whipz, a San Dimas, California-based manufacturer and marketer of LED lights for off-road and watercraft vehicles; and 5150 Whips, a Hesperia, California-based manufacturer of LED antennas for off-road vehicles.
“The acquisition of these three brands expands our product offering for our customers and enables us to further engage with our customers as they accessorize and enhance their motorcycles, UTVs, ATVs, and watercraft,” said Mr. Ison.
“BRS is pleased to support Tolemar as it grows its brand portfolio and accesses new customers,” said Tory Rooney, at managing director at BRS.
New York City-based BRS (formerly Bruckmann, Rosser, Sherrill & Co.) makes control investments of $10 million to $25 million in companies with enterprise values from $25 million to $250 million. Sectors of interest include consumer products and services, multi-unit restaurants and specialty retailers, food and nutrition, and specialty distribution. Since 1996, BRS has purchased over 50 portfolio companies and completed over 40 add-on acquisitions.
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