RJ Sales & Associates

What RJ Sales & Associates does

RJ Sales & Associates is a privately held manufacturer's representative firm founded around 1989 and headquartered in Alpharetta, Georgia. The company markets and distributes petroleum equipment products on behalf of a portfolio of approximately 14 manufacturers across the Southeast United States, covering retail fueling stations, commercial fleet and industrial fueling operations, and related petroleum infrastructure applications. Its represented lines span the full equipment stack, including Wayne dispensing equipment, Schneider Electric (Squared) switchgear, Pee Dee Tank above-ground storage tanks, OMNTEC and Vaporless leak detection, VST vapor recovery systems, Clay and Bailey valves and fittings, Hose Master flex connectors, Piusi dispensing solutions, Gasoila sealants, Progressive International Electronics consoles and controllers, and Acuity Brands / Lithonia / Juno lighting.

The firm operates a territory-based direct field sales model, with named territory managers covering the Carolinas (North Carolina, South Carolina, Virginia) from a Greensboro, NC regional office, and Florida, Alabama, Mississippi, Louisiana, and Arkansas from a Florida-based address. Leadership consists of President Jeff Swonger, supported by Nicole Swonger, Sales Coordinator Mark Cherry, and two territory managers (Jayson McDowell and Chase Rabb). RJ Sales & Associates generates demand through direct customer relationships, manufacturer website referrals, and participation in regional industry events such as the Southeast Petro Show.

Revenue is generated on a commission / manufacturer's representative basis, with no disclosed pricing models, fee structure, or product-level margin. No public filings, funding rounds, M&A activity, or financial disclosures are available. The company is privately held with no disclosed parent, subsidiaries, or external investors, and appears to be family-operated with no evidence of AI/ML capabilities, proprietary software products, or technology platform development.

Name

RJ Sales & Associates

Legal name

RJ Sales & Associates

Website

https://rjsalesonline.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

RJ Sales & Associates is a privately held manufacturer's representative firm that markets and distributes petroleum equipment from 14+ manufacturers across the Southeast US, serving retail fueling stations, commercial fleets, and industrial petroleum operators via territory-based field sales.

Ownership category

akta.pro rank

Product category

Petroleum Equipment Distribution

NAICS

Petroleum and Petroleum Products Merchant Wholesalers (except Bulk Stations and Terminals) (424720)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB)

akta.pro secondary industries

Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)

Keywords

• Petroleum equipment sales
• Manufacturer representation
• Fuel dispensing equipment
• Industrial petroleum supplies
• Retail fueling equipment

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Manufacturer's Representative / Commission Revenue: RJ Sales & Associates operates as a manufacturer's representative firm earning commissions from the petroleum equipment manufacturers they represent. They develop and market petroleum equipment products to customers in the Southeast US.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

RJ Sales & Associates is a manufacturer's representative firm that markets and sells petroleum equipment products on behalf of multiple manufacturers to retail, commercial, and industrial fueling customers across the Southeast United States. The firm represents more than a dozen brands spanning storage tanks, leak detection, dispensing equipment, valves and fittings, sealants, switchgear, consoles/controllers, line leak detectors, VOC reduction systems, and commercial lighting.

Product overview

RJ Sales & Associates is a petroleum equipment distribution company that has operated for 35 years as a leader in developing and marketing petroleum equipment products in the Southeast United States. The company does not offer a single unified product but rather serves as a distributor representing a portfolio of manufacturer brands covering retail fueling, commercial fueling, and industrial applications. The distributed product portfolio includes: Acuity Brands and Lithonia lighting solutions; Clay and Bailey valves and fittings; Gasoila sealants and chemicals; Hose Master flex connectors; Juno lighting; OMNTEC leak detection and gauging products; Pee Dee Tank above ground steel storage tanks; Piusi dispensing solutions; Progressive International Electronics consoles and controllers; Schneider switchgear; Vaporless line leak detectors; VST environmental/VOC reduction products; and Wayne dispensing equipment. These products collectively address the full spectrum of petroleum equipment needs from storage tanks and leak detection to dispensing equipment and lighting.

Differentiator

Problem solved

Functional benefit

Products and services

• Clay and Bailey Petroleum Equipment Distribution of valves, fittings, vents, caps and adapters manufactured by Clay and Bailey for the oil field and petroleum equipment industry. Marketed by RJ Sales & Associates to retail and commercial fueling customers in the Southeast US.
• Gasoila Sealant and Chemical Products Distribution of Gasoila sealant and chemical products for petroleum plumbing, LP gas, HVAC, automotive, and general industrial markets.
• Hose Master Flex Connectors Distribution of Hose Master all-metal flex connectors for underground and aboveground fueling applications from the Cleveland-based manufacturer.
• Juno Lighting Distribution of Juno Lighting products providing multiple tiers of lighting for commercial and retail spaces.
• Lithonia Lighting Distribution of Lithonia Lighting commercial, industrial, and residential lighting products, recognized as the #1 selling brand in North America across multiple lighting categories.
• OMNTEC Leak Detection and Gauging Products Distribution of OMNTEC internationally recognized leak detection and gauging products for the petroleum industry, combining electro-optic technology with design and manufacturing innovations.
• Pee Dee Tank Above Ground Storage Tanks Distribution of Pee Dee Tank above ground steel storage tanks including UL 142 single and double walled tanks, UL 2085 Fireguard fire protected tanks, and Flameshield fire resistant tanks for fuel, lubricant, chemical, and water storage.
• Piusi Dispensing Solutions Distribution of Piusi dispensing solutions for DEF, fuel oil, and lubrication industries, established by the manufacturer in 1953.
• Progressive International Electronics Distribution of Progressive International Electronics consoles, controllers, and communication equipment for petroleum applications.
• Schneider Integrated Switchgear Distribution of Schneider Electric (Squared) integrated switchgear including low voltage disconnect, lighting, and dispenser solutions for petroleum fueling applications.
• Vaporless Line Leak Detectors Distribution of Vaporless mechanical and electronic line leak detectors for service stations, truck stops, boat docks, loading racks, day tanks, and airport fueling systems.
• VST Environmental Products Distribution of VST environmentally focused products designed to reduce harmful VOC vapors emitted at gasoline dispensing facilities from vehicle refueling to vent stacks.
• Wayne Dispensing Equipment Distribution of Wayne dispensing equipment including electronic and mechanical dispensers for high flow applications, Bio Diesel, and E85 for the commercial fueling market.
• Acuity Brands Lighting Solutions Distribution of Acuity Brands sustainable, intelligent lighting solutions for residential, commercial, and industrial applications.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Clay and BaileycoreChannel Partner/ Reseller/ DistributorManufacturer since 1913 providing valves, fittings, vents, caps and adapters for the oil field and petroleum equipment industry. RJ Sales represents this partner in their territories.
• GasoilacoreChannel Partner/ Reseller/ DistributorSealant and chemical provider of choice for petroleum plumbing, LP gas, HVAC, automotive, and general industrial markets. Represented by RJ Sales in the Southeast.
• Hose MastercoreChannel Partner/ Reseller/ DistributorCleveland-based flex connector manufacturer providing all metal solutions for underground and aboveground fueling. Distributed by RJ Sales.
• OMNTEC Mfg., Inc.coreChannel Partner/ Reseller/ DistributorInternationally recognized manufacturer of leak detection and gauging products for the petroleum industry. Combines proven electro-optic technology with innovations in design and manufacturing.
• Pee Dee TankcoreChannel Partner/ Reseller/ DistributorLeading manufacturer and developer of above ground steel storage tanks and related products. Member of Steel Tank Institute with UL listings including UL 142, UL 2085 Fireguard, and Flameshield tanks.
• PiusicoreChannel Partner/ Reseller/ DistributorEstablished in 1953, provides dispensing solutions for DEF, Fuel Oil and Lubrication industries. Represented by RJ Sales in the Southeast.
• Progressive International ElectronicsminorChannel Partner/ Reseller/ DistributorLeading manufacturer of consoles, controllers, and other communication equipment for petroleum applications.
• Schneider Electric (Squared)coreChannel Partner/ Reseller/ DistributorThe leader in integrated switchgear. Provides low voltage disconnect, lighting and dispenser solutions for petroleum fueling applications.
• VaporlesscoreChannel Partner/ Reseller/ DistributorManufacturer of mechanical line leak detectors and electronic line leak detectors for service stations, truck stops, boat docks, loading racks, day tanks and airport fueling systems.
• VST (Vapor Systems Technology)coreChannel Partner/ Reseller/ DistributorFounded in 1990, dedicated to development and manufacture of environmentally focused products to reduce harmful fugitive VOC vapors at gasoline dispensing facilities.
• WaynecoreChannel Partner/ Reseller/ DistributorThe world leader in dispensing equipment for the commercial market. Offers electronic and mechanical dispensers for high flow applications, Bio Diesel and E85.
• Acuity BrandsminorChannel Partner/ Reseller/ DistributorProvides sustainable, inspiring and intelligent lighting solutions that enrich communities. Products include Juno and Lithonia Lighting brands.
• Lithonia LightingminorChannel Partner/ Reseller/ DistributorBest Value in Lighting for over 75 years, providing the industry's broadest line of commercial, industrial, and residential lighting. The #1 selling brand in North America.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• OPW (Dover Fueling Solutions): Manufacturer of nozzles, fittings, valves, and fuel-handling equipment and part of Dover Fueling Solutions. Its products address the same petroleum equipment categories in RJ Sales's portfolio (Clay and Bailey, Vaporless) and serve identical retail/commercial customers.
• Franklin Fueling Systems: A subsidiary of Franklin Electric that manufactures fueling-system components including submersible pumps, leak detection, and tank-gauging products. Comparable to RJ Sales partner brands' adjacent lines and serves the same service-station and commercial-fueling operator base.
• Husky Corporation: Manufacturer of fuel nozzles, vapor-recovery equipment, and fluid-handling products for service stations and truck stops. Its nozzle and forecourt-product portfolio overlaps with several principals (Clay and Bailey, Vaporless) distributed by RJ Sales.
• Dover Fueling Solutions: The Dover Corporation business unit that owns Wayne Fueling Systems, OPW, and Tokheim. Operates as a broad industry incumbent encompassing both Wayne (an RJ Sales partner) and competing brands; relevant as the consolidating parent shaping the principal landscape RJ Sales depends on.
• Bennett Pump: A manufacturer of fuel dispensers and pumping solutions for retail and commercial fueling markets. Directly comparable to Wayne (an RJ Sales principal) and competes in the same dispenser category for service-station operators across the U.S.
• Gilbarco Veeder-Root: One of the largest global manufacturers of fuel dispensers, payment systems, and tank-gauging equipment for retail and commercial fueling. Comparable because its dispensers and gauging products directly compete with RJ Sales partner brands (Wayne, OMNTEC) for the same end customers at U.S. service stations.

Others

• Wayne Fueling Systems: A leading manufacturer of commercial and retail fuel dispensers (including biofuel/E85) and a key principal currently represented by RJ Sales in the Southeast. Included as a peer because it operates in the same end market and forms the upstream relationship on which RJ Sales's dispensing revenue depends.
• Acuity Brands: U.S. lighting conglomerate whose Lithonia Lighting and Juno brands are distributed by RJ Sales for forecourt and commercial-fueling applications. Included as a peer because it is a current RJ Sales principal and one of the largest lighting manufacturers in North America.
• Schneider Electric (Squared brand): Global electrical-equipment conglomerate whose 'Squared' switchgear products are integrated into petroleum fueling solutions and currently represented by RJ Sales. Relevant as an upstream supplier/partner supplying power and dispenser-control equipment.
• Piusi USA: Italian manufacturer of DEF, fuel-oil, and lubrication dispensing equipment currently represented by RJ Sales. Comparable as a principal in RJ Sales's portfolio addressing the same petroleum/fluid-handling distributors and end customers in the Southeast.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/rj-sales

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 RJ Sales & Associates