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Wheel Pros announce it will acquire Driven Lighting Group

© Wheel Pros

Wheel Pros, a designer, manufacturer and distributor of proprietary branded aftermarket vehicle enhancements for light trucks, SUVs, passenger cars and ATVs/UTVs, announced it has signed a definitive agreement to acquire Driven Lighting Group, a digitally-native designer and online retailer of aftermarket enthusiast automotive lighting products.

“We are thrilled to welcome DLG, its talented employees and customers to the Wheel Pros family. We’re impressed with DLG’s rapid growth and strong market position with brands like Morimoto and online properties like The Retrofit Source and Headlight Revolution,” said Randy White, Co-Founder and CEO of Wheel Pros. “We believe the lighting category is a natural extension of our portfolio of aftermarket vehicle enhancements, and with DLG we can continue increasing penetration of a large white-space opportunity. We look forward to leveraging our scale and infrastructure and working with the DLG team, including Matt Kossoff, Chief Product Officer and founder of Retrofit Source, and Chris Nelson, Chief Marketing Officer and founder of Headlight Revolution, to accelerate growth of the enthusiast aftermarket lighting category.”

Headquartered in Atlanta, Georgia, Driven Lighting Group is a designer, marketer, influencer and online retailer of enthusiast automotive aftermarket lighting products. DLG has established brands, such as Morimoto and Profile Performance, and in-house product development capabilities that deliver high performance, quality products. DLG’s creative content engine and e-commerce platforms have attracted a large community of enthusiasts and wide customer base ranging from hobbyists to performance-driven consumers.

“DLG has achieved incredible growth over the past few years, expanding our online presence, scaling our operational infrastructure, and adding additional adjacent product offerings,” said Brian Reese, CEO of DLG. “We’re excited to join the Wheel Pros organization and leverage their design expertise, scale and operational footprint to accelerate growth. We’ve witnessed what they’ve been able to do in other adjacent categories such as suspension, and we believe together we can rapidly grow lighting in the large enthusiast market.”

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