Dealers Supply Company

What Dealers Supply Company does

Dealers Supply Company is a privately held, family-owned B2B supplier founded in 1934 by Walt Myers and headquartered in Roscommon, Michigan. The company supplies franchised and independent automotive dealerships across the United States with a broad assortment of promotional, showroom, sales, service, and outdoor products — including license plate frames, decals, key fobs, travel tumblers, balloons, display poles, buyers guides, NCR forms, floor mats, and seat covers. The portfolio is anchored by eight registered trademarked product lines (Slip-N-Grip, MagneClick, PermaShine, TagBag, Kleer Bak, BalloonBobber, DigiPrint, Tuffy Ring Fobs) tailored to dealership workflows.

The operating model combines a full-featured e-commerce storefront, toll-free phone and fax ordering, traditional printed catalogs, and an interactive 3D flipbook online catalog. Custom imprint orders are supported by an in-house art department using Adobe Creative Cloud, with proof approval, $30–$110 setup charges, and a 2–4 week production cycle. Stock items ship same-day for orders received by 3:00 PM EST, and artwork files are retained for three years to streamline repeat orders at a 5% discount. Pricing is unit-based with explicit volume tiers and is publicly disclosed for most SKUs, while custom items are quoted.

Revenue is generated through one-time product sales rather than subscriptions or licensing, with three identifiable streams: custom imprinted products, stock/standard products, and ancillary custom printing services. Customer acquisition relies on catalog distribution, direct mail, and inbound ordering via the website or phone — no formal outbound sales team, partnerships, integrations, or channel partners are disclosed. The company has no disclosed funding, no parent organization, no subsidiaries, and no public ticker, and continues to operate under Myers family ownership with Sally Myers as the named company representative.

Name

Dealers Supply Company

Legal name

Dealers Supply Company

Website

https://dealersupply.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

11–50 employees

Short description

Dealers Supply Company is a privately held, family-owned B2B supplier founded in 1934, providing promotional, showroom, sales, service, and outdoor products — plus custom imprinting — to automotive dealerships across the United States from its Roscommon, Michigan headquarters.

Ownership category

akta.pro rank

Product category

Automotive Dealership Supplies

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Accessories & appearance products distribution (interior/exterior accessories, detailing, car care) (CRAOANAI)

akta.pro secondary industry

Automotive Parts & Accessories Online Retailers (CRAFADAK)

Keywords

• Automotive dealership supplies
• Promotional products
• Custom imprinting
• Showroom displays
• Dealer forms

Headquarters

HQ city

Roscommon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Custom Imprinted Products: One-time sale of custom-imprinted promotional products for automotive dealerships including license plate frames, decals, key fobs, travel tumblers, and printed materials with setup charges ranging from $30-$65 per order.
2. Stock/Standard Products: Sale of standard (non-custom) products including forms, paperwork, service supplies, showroom decorations, outdoor signage, and safety products with volume pricing discounts.
3. Custom Printing Services: Art and design services for custom imprint orders including proof creation, color matching, and artwork preparation. $35 art charge for custom orders, waived if order goes to production within 30 days.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Dealers Supply Company is a B2B supplier of automotive dealership products offering promotional items (license plate frames, decals, key fobs, travel tumblers, blankets), showroom decoration products (balloons, magnetic bows, display poles), sales forms and paperwork (buyers guides, title applications, thank you cards), service department supplies (floor mats, seat covers, key tags, drop boxes), and outdoor signage. The company provides custom imprinting services across most products with an in-house art department for proof creation and artwork preparation.

Product overview

Dealers Supply Company is a B2B supplier of automotive dealership products offering a diverse portfolio of promotional, showroom, sales, service, office, and outdoor products. The product line includes die-cut decals and license plate frames for vehicle branding, balloon and display products for showroom decoration, forms and paperwork for sales and service operations, floor mats and seat covers for vehicle protection, and signage for outdoor marketing. The company provides custom imprint services across most products, allowing dealerships to add their branding, logos, and custom messaging. Products are primarily sold through an e-commerce platform with options for stock items and custom orders, supported by an art department that creates proofs for customer approval.

Differentiator

Problem solved

Functional benefit

Products and services

• Die-Cut Shape Decals (Chrome) Custom imprint chrome decals for vehicles, available in 19 die-cut shapes with multiple imprint color options for dealership branding and promotional use.
• Tuffy Ring Fobs Durable key fobs available in multiple colors with one or two-sided imprint options for promotional giveaways at automotive dealerships.
• License Frames (Raised Letter Embossed) 3D plastic license plate frames with silk-screened imprint on raised surface for enhanced visibility, available in multiple styles and colors including a back-up camera-compatible option.
• Thermal Travel Tumbler 24 oz. BPA-free acrylic double-wall insulated travel tumbler with lid and straw, with imprinted logo sealed between walls for permanence.
• Fleece Roll-Up Blankets Comfortable polar fleece blankets with pocket and handle, secured with hook and loop closure for travel, available in multiple colors with custom imprint options for customer giveaways.
• Giant Magnetic Bows Weather-resistant magnetic car bows available in 22" or 30" diameters with scratch-resistant magnet or suction cup base options, designed for dealership showroom vehicle decoration.
• License Plate Bags with Holders Heavy-duty nylon tag bag license plate holder that quickly displays a license plate without scratching vehicle finish.
• Deluxe Vinyl Folios Vinyl folios with twin business card pockets for storing owner's manual and essential papers in vehicle glove compartments.
• PermaShine® 6-Balloon Bud Kit Ceiling-mounted balloon decoration kit with six air-filled balloons in customizable colors, installed using MagneClick technology for permanent showroom displays.
• Deluxe Aluminum Poles (Domed Base) Elegant aluminum display poles with domed base for maximum stability and style, featuring 4-way hook ring accepting line ropes from any direction.
• Deluxe Aluminum Poles (Low Profile Base) Aluminum poles with low profile heavy base and 4-way hook ring, designed for roping off special displays or areas in showrooms.
• Custom Swing Sign Frame Kits Portable outdoor sign display systems with single or double-sided signs in polystyrene or aluminum composite, featuring water-fillable base for stability.
• Application For Michigan Title Michigan Secretary of State Application for Title form, 5-part NCR form approved by the State of Michigan.
• Stock Stickers with 2 Tags Numbered stock stickers with two tear-off key tags and adhesive strips for vehicle inventory tracking, numbered 000-20999.
• Buyers Guides (Rearview Mirror) FTC-compliant AS-IS or Implied Warranty Buyers Guides designed for hanging from rearview mirrors in used vehicle sales.
• Thank You Cards (Custom) Custom-printed thank you cards on high-quality stock with matching envelopes for customer appreciation.
• Custom Full-Color Notecards Digitally printed full-color cover notecards on high-quality bright white 65 lb. stock with matching envelopes for custom messaging.
• Steel Service Drop Box Durable self-contained steel drop-off service box with pull-down writing tray and envelope drop slot for after-hours customer submissions.
• Floor Mats (Slip-N-Grip® Vinyl) Dual-plastic laminated vinyl floor mats with unique clinging substance to stay in place, sold per roll of 500.
• Slip-N-Grip® Seat Covers Electrostatic seat covers that cling to upholstery while allowing technicians to slide across easily, packed in a handy dispenser.
• Service Write-Up Tags Consecutively numbered service documentation tags printed front and back, serving as notepad and data collection tool for service departments.
• Durable Strength Floor Mats Stock design latex strength floor mats in durable material for service department use.

Quantifiable outcome

• Same-day shipping on stock orders received by 3:00 PM EST Monday-Friday
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Quality Logo Products: Quality Logo Products is an online-first promotional products distributor with an extensive custom-imprint catalog covering many of the same SKUs as Dealers Supply (key fobs, tumblers, decals). Both target B2B buyers for branded merchandise, though Quality Logo operates with a more digitally native, self-service model versus Dealers Supply's dealership-vertical specialization and live-rep phone support.
• 4imprint: 4imprint is one of the largest direct-to-business promotional products distributors in North America, offering custom imprinted items across virtually every category that Dealers Supply serves. Both companies compete for the same dealership-promotional and showroom-merchandising spend, with 4imprint's broader scale and digital tooling contrasting Dealers Supply's dealership-vertical specialization and personal service.
• Crestline: Crestline is a major B2B promotional products and custom imprinted merchandise distributor serving a wide range of verticals including automotive. Both companies compete head-to-head in the custom-printed dealership promotional category (key fobs, decals, license plate frames), with overlapping product catalogs and similar custom-imprint workflows.
• HALO Branded Solutions: HALO Branded Solutions is one of the largest independent promotional products distributors in North America, with a strong sales-rep-based distribution model and custom imprint capabilities across promotional merchandise categories. Both companies serve B2B buyers with custom-branded merchandise, although HALO operates at significantly broader scale across multiple verticals.
• National Pen (imprint.com): National Pen, now operating as imprint.com under Vistaprint ownership, is a long-established direct-marketing promotional products company specializing in custom-printed pens, stationery, and small promotional items. Both companies overlap in custom-printed promotional merchandise categories and target B2B buyers, with National Pen's broader product breadth contrasting Dealers Supply's automotive-vertical focus.

Others

• Cox Automotive: Cox Automotive (parent of Dealertrack, Autotrader, Kelley Blue Book, and Manheim) is the largest provider of digital and operational solutions to automotive dealerships. While primarily software and marketplace focused, Cox Automotive's broad relationships with dealer groups position it as an adjacent ecosystem participant that could expand into dealership supplies and compete with Dealers Supply.
• Reynolds and Reynolds: Reynolds and Reynolds is a major provider of dealership management software, forms, and operational solutions to automotive retailers. While primarily technology-focused, Reynolds supplies many of the same dealership paperwork and forms categories that Dealers Supply offers, and serves the same dealership procurement decision-maker, making it an adjacent ecosystem participant.

Broad incumbents

• Vistaprint (Cimpress): Vistaprint is a mass-market custom printing and promotional products platform serving small and mid-sized businesses across virtually every vertical. While not automotive-specialized, Vistaprint competes for the same custom-printed promotional, stationery, and signage budgets that dealerships spend, and its scale and digital platform represent a competitive threat to specialized distributors like Dealers Supply.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/DealersSupply
• Facebookfacebook.com/dealersupply
• LinkedInlinkedin.com/company/car-dealers-supply

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dealers Supply Company