Wheel Pros, a designer, manufacturer and distributor of proprietary aftermarket aftermarket vehicle enhancements for light trucks, SUVs, passenger cars and ATV / UTV, has announced the signing of a definitive agreement to acquire Driven Lighting Group, a digitally native designer and online retailer of aftermarket automotive lighting products.
“We are delighted to welcome DLG, its talented employees and customers to the Wheel Pros family. We are 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 aftermarket vehicle enhancement portfolio, and with DLG we can continue to increase the penetration of a great 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 the growth of passionate aftermarket lighting. Category.”
Based in Atlanta, Georgia, Driven Lighting Group is a passionate designer, distributor, influencer, and online retailer of automotive aftermarket lighting products. DLG has established brands, such as Morimoto and Profile Performance, and in-house product development capabilities that deliver high performance and quality products. DLG’s creative content engine and e-commerce platforms have attracted a large community of enthusiasts and a large customer base ranging from hobbyists to performance-oriented consumers.
“DLG has experienced incredible growth over the past few years, expanding our online presence, evolving our operational infrastructure and adding additional adjoining product offerings,” said Brian Reese, CEO of DLG. “We are excited to join the Wheel Pros organization and leverage their design expertise, scale and operational footprint to accelerate growth. We have witnessed what they have been able to do in other adjacent categories such as suspension, and we believe that together we can quickly develop lighting in the large enthusiast market.