Two 12V West Coast Reps/Distributors Merge

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custom-plus-and-Cal-West MArketing

Oliver Marketing, a Pacific Northwest rep firm for brands including Kenwood, Sony, and Rockford has purchased Cal West Marketing, a rep firm based in Los Alamitos, CA.

The purchase extends Oliver Marketing’s reach deeper into the Southern California market.

Similarly, Oliver Marketing’s distribution arm, Custom Plus Distributing has purchased Cal West Marketing’s distribution arm, DNA Distributors.


The deal officially closes September 1.

Bob Oliver owns both Oliver Marketing and Custom Plus Distributing with locations in Seattle, Portland, Sacramento, and San Jose.  It serves the Washington, Oregon, Idaho, Montana, Hawaii, California and West Nevada markets.

Mike McManus owns Cal West and DNA, covering the Southern California, Las Vegas, Arizona and Hawaii markets.

Oliver said, “I see Southern California as a huge opportunity for us. The market is strong and dealers are looking to partner with companies that offer training and that will support their needs. We are looking to build relationships with our dealers; it’s a people business.”

Oliver Marketing had started doing business in SoCal a year ago when it was appointed the Rockford Fosgate rep. With Cal West Marketing it gets a deeper foothold in SoCal and it benefits from DNA Distributing’s SoCal warehouse.

“By buying DNA we now have a warehouse in Southern California that will allow us to distribute many of the other brands we already sell in other markets,” added Oliver.

All employees for both companies are being retained.

With the acquisitions Custom Plus now has 6 warehouses serving the full West Coast for both car audio and home audio custom installation products.

Cal West’s McManus said, “I was at the point in my life looking for an exit strategy.  There’s a lot of synergy in the brands we share. It seems to be a good fit.  My concern was making sure my employees had a place to work.”

Oliver Marketing is a 30 year old company representing Sony, Rockford, Kenwood, Harman Scosche, Sonance and others. Custom Plus Distributing also handles Pioneer.

Cal West brands include Audison, Hertz, Boyo, Directed, Jensen, Kenwood, iDatalink and SiriusXM.




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