MLC Distribution
MLC Distribution is a Garden Grove, California-based e-commerce retailer founded in 1997 that sells electronics and home-lifestyle products under its own brands (Alure and Asani) exclusively through Amazon and eBay marketplace storefronts to US consumers.
- Company typePrivate
- Founded1997
- HeadquartersGarden Grove, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What MLC Distribution does
MLC Distribution, Inc. is a privately held e-commerce retailer founded in 1997 and headquartered in Garden Grove, California. The company sells electronics and home-lifestyle products exclusively through online marketplaces, operating branded storefronts on eBay (under the names OEMTOGO and ACCTOGO) and Amazon (a main seller account plus a dedicated Asani-branded Amazon store). It originally served demanding computer end-users with competitively priced electronics and has since expanded into home-lifestyle products under two proprietary brands, Alure and Asani, spanning bath, beauty, baby, kitchen, and arts & crafts categories.
The company is operated by a lean team of approximately five employees with no disclosed in-house technology platform, no APIs or software products, and no AI/ML capabilities. Customer acquisition occurs entirely through marketplace traffic, while post-sale support is handled through dedicated Amazon and eBay RMA forms. There is no standalone e-commerce website, no mobile apps, and no independent marketing channels; the website (mlcdistribution.com) functions only as a corporate landing page linking to the marketplace storefronts.
MLC generates revenue through one-time product sales via Amazon and eBay, with no subscription, licensing, or recurring revenue streams. It serves two primary persona-based segments: demanding computer/electronics end-users (its original base) and home-lifestyle consumers (its expanded focus). The company is privately held with no disclosed funding, ownership, or investor information, and operates as an independent small business rather than a venture- or PE-backed entity.
MLC Distribution firmographics
Firmographics- Name
- MLC Distribution
- Legal name
- MLC Distribution, Inc
- Website
- https://mlcdistribution.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MLC Distribution is a Garden Grove, California-based e-commerce retailer founded in 1997 that sells electronics and home-lifestyle products under its own brands (Alure and Asani) exclusively through Amazon and eBay marketplace storefronts to US consumers.
- Ownership category
- akta.pro rank
MLC Distribution industry classification
Industry- Product category
- Consumer Goods Distribution
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Electronics and Appliance Retailers (4492)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Beauty & Personal Care DTC (CRAFACAB)
Keywords
Where MLC Distribution is headquartered
LocationHeadquarters
- HQ city
- Garden Grove
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MLC Distribution business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Product Sales via Online Marketplaces: MLC Distribution generates revenue through the sale of electronics and home-lifestyle products (under Alure and Asani own brands) through eBay and Amazon marketplaces. The company operates multiple branded storefronts including OEMTOGO and ACCTOGO on eBay, and a main Amazon storefront plus an Asani-branded Amazon store.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
MLC Distribution product offering
Product offeringCore offering
MLC Distribution develops and sells products under its own home-lifestyle brands, Alure and Asani, spanning categories such as bath, beauty, baby, kitchen, and arts & crafts, alongside electronics offerings originally targeted at demanding computer end-users. All products are sold to consumers through the company's branded storefronts on Amazon and eBay (OEMTOGO and ACCTOGO), with returns handled via dedicated Amazon and eBay RMA forms.
Product overview
MLC Distribution is an electronics and home-lifestyle product distributor and retailer established in 1997. Originally serving computer end-users, the company expanded into developing and selling proprietary brands. Today, MLC operates two distinct product lines: Alure and Asani, both offering home-lifestyle products across categories including bath, beauty, baby, kitchen, and arts & crafts. The company sells through multiple online retail channels including Amazon and eBay storefronts.
Differentiator
Problem solved
Functional benefit
Brands
- Alure: Home-lifestyle products brand including bath, beauty, baby, kitchen, and arts & crafts categories.
- Asani
Products and services
- Asani Asani is MLC Distribution's own home-lifestyle brand covering bath, beauty, baby, kitchen, and arts & crafts products, sold to US consumers through a dedicated Amazon storefront (Amazon.com/asani) and the main MLC Amazon store.
- Alure Alure is MLC Distribution's own home-lifestyle brand offering products in categories including bath, beauty, baby, kitchen, and arts & crafts, distributed to US consumers via the company's Amazon and eBay storefronts.
Companies that use MLC Distribution
Customer profileSegments2 records
Ideal customer profiles2 records
MLC Distribution technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MLC Distribution partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- eBay (OEMTOGO and ACCTOGO Storefronts)coreMLC Distribution operates branded storefronts on eBay under the names OEMTOGO and ACCTOGO, using eBay as a marketplace channel to reach and sell to end consumers. eBay provides the platform infrastructure and customer traffic for product sales.
- Amazon (US Marketplace)coreMLC Distribution operates a main Amazon storefront (me=A1WMFB7P808BWJ) as well as a dedicated Asani-branded Amazon store, leveraging Amazon's marketplace platform and fulfillment infrastructure to reach US consumers. Amazon RMA support is also provided.
Scale indicators1 record
Recent moves4 records
Expansion highlights3 records
MLC Distribution competitors and assessment
Company assessmentBroad incumbents
- eBay Inc. Broad incumbent — owns the eBay marketplace where MLC operates two storefronts (OEMTOGO, ACCTOGO). Not a competitor but a critical infrastructure/platform relationship shaping MLC's economics and discoverability.
- Newegg Commerce: Broad incumbent — online retailer specializing in computer and consumer electronics with marketplace operations. Comparable to MLC's roots serving computer end-users with competitive pricing and service.
- Amazon.com: Broad incumbent — owns the Amazon US marketplace where MLC operates its main and Asani-branded storefronts. Platform partner whose policies, fees, and search ranking directly govern MLC's revenue potential.
Direct peers
- Anker Innovations: Direct peer — a leading consumer electronics brand that built scale primarily through Amazon and other marketplace storefronts. Comparable to MLC's historical electronics distribution roots and its marketplace-first GTM motion.
- Grove Collaborative: Direct peer — DTC brand in household, beauty, and personal care categories with an own-brand model. Comparable to Alure/Asani's home-lifestyle orientation and private-label strategy.
- Honest Company: Direct peer — DTC consumer brand selling baby, beauty, and personal care products via own site plus Amazon. Comparable category overlap with Alure/Asani's bath, beauty, and baby lines.
Emerging players
- Brandless: Emerging player — DTC brand offering curated everyday essentials across personal care and home, with a private-label model similar in spirit to Alure/Asani's horizontal brand approach.
- Public Goods: Emerging player — DTC household essentials and personal care brand with private-label positioning across categories that overlap with Alure/Asani (bath, kitchen, baby-adjacent).
Others
- Accu-Squared LLC (accuniverse.com): Adjacent — operates the Amazon RMA and eBay RMA support infrastructure that MLC directs its customers to for returns handling. An enabling ecosystem partner rather than a competitor.
Regional players
- Insight Wholesale (computer/electronics distributor): Regional player — wholesale distributor of computers, peripherals, and software to business end-users. Comparable to MLC's original 1997-era GTM serving demanding computer end-users with competitive pricing.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
MLC Distribution social profiles
Digital presenceMLC Distribution financial estimates
Financial estimateRevenue estimate
Valuation estimate
MLC Distribution leadership team
Management profileNumber of profiles
MLC Distribution funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MLC Distribution M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MLC Distribution
What does MLC Distribution do?
MLC Distribution develops and sells products under its own home-lifestyle brands, Alure and Asani, spanning categories such as bath, beauty, baby, kitchen, and arts & crafts, alongside electronics offerings originally targeted at demanding computer end-users. All products are sold to consumers through the company's branded storefronts on Amazon and eBay (OEMTOGO and ACCTOGO), with returns handled via dedicated Amazon and eBay RMA forms.
Is MLC Distribution a public or private company?
MLC Distribution is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MLC Distribution founded?
MLC Distribution was founded in 1997. It employs 1 to 10 people.
Where is MLC Distribution based?
MLC Distribution is headquartered in Garden Grove, United States, in the North America region.
How does MLC Distribution make money?
One revenue line is on record: product Sales via Online Marketplaces.
Who are MLC Distribution's main competitors?
Broad incumbents on record are eBay Inc., Newegg Commerce and Amazon.com. Direct peers are Anker Innovations, Grove Collaborative and Honest Company. Emerging players are Brandless and Public Goods. Accu-Squared LLC (accuniverse.com) is listed as an others. Insight Wholesale (computer/electronics distributor) is listed as a regional player.
Does MLC Distribution have an API?
No public API is recorded for MLC Distribution.
What industry is MLC Distribution in?
MLC Distribution's product category is Consumer Goods Distribution. Its primary akta.pro industry code is CRAFACAB, Beauty & Personal Care DTC. Its NAICS code is 45612 and its SIC code is 5045.