West Michigan Rubber & Supply

What West Michigan Rubber & Supply does

West Michigan Rubber & Supply is an industrial distribution business founded in 1955 and headquartered in Muskegon, Michigan, supplying hose, tubing, fittings, fluid connectors, rubber products, belting, and safety goods to West Michigan manufacturing customers. The company operates a ParkerStore retail storefront at 767 W Hackley Ave offering on-the-spot custom hose assembly services, and holds authorized distributor status for Parker Hannifin fluid connector products along with ACE Controls, SKF, Enerpac, Gore, and 80/20 product lines. Its go-to-market combines walk-in retail, telephone ordering, and field sales targeting industrial B2B accounts across the region, with no publicly disclosed pricing.

Effective December 1, 2025, the company was acquired by Exotic Automation & Supply and now operates as a wholly-owned subsidiary within a 19-store retail network spanning Michigan and Indiana. Post-acquisition, the product surface has expanded into pneumatics, hydraulics, compressed air systems, engineered systems, lubrication, electromechanical components, filtration, alternative fuels (CNG/LPG/LNG hoses and fittings), and defense market solutions. The Muskegon ParkerStore completed renovation in early 2026 with an open house planned for May 14, 2026, and the parent Exotic Automation & Supply holds AS9100 certification, supporting participation in defense and aerospace-adjacent accounts. The company itself is privately held, reports 1-10 employees, and discloses no revenue.

Name

West Michigan Rubber & Supply

Legal name

West Michigan Rubber & Supply Co.

Website

https://westmichiganrubber.com

Company type

Private

Founded year

1955

Operating status

Acquired

Headcount range

1–10 employees

Short description

West Michigan Rubber & Supply is an industrial distributor of hose, fittings, fluid connectors, and rubber products, operating an authorized Parker Hannifin ParkerStore in Muskegon, Michigan, acquired by Exotic Automation & Supply in December 2025.

Ownership category

akta.pro rank

Product category

Industrial Fluid Power Distribution

NAICS

Rubber and Plastics Hoses and Belting Manufacturing (326220), Rubber Product Manufacturing for Mechanical Use (326291)

SIC

Gaskets, Packg & Sealg Devices & Rubber & Plastics Hose (3050), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Industrial Hoses & Tubing (Rubber/Elastomer) (IMANALAA)

akta.pro secondary industry

Rubber Rollers & Wheels (Industrial/Material Handling) (IMANALAE)

Keywords

• Industrial fluid power
• Hose assembly services
• Hydraulic components
• Pneumatic systems
• Industrial rubber products

Headquarters

HQ city

Muskegon

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, Infrastructure

Revenue model

1. Industrial Product Sales: Sale of industrial hose, rubber products, fluid connectors, and related components to manufacturing customers. Revenue generated from product sales through retail storefront and field sales operations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

West Michigan Rubber & Supply is an industrial distributor and authorized Parker Hannifin ParkerStore operating a physical retail storefront in Muskegon, Michigan. The company sells fluid connectors, hydraulics, pneumatics, filtration, electromechanical, engineered systems, and lubrication products, alongside rubber and plastics offerings such as molded rubber & urethane, polyurethane products, sheet rubber, seals & gaskets, and conveyor rollers. Its on-the-spot custom hose assembly service at the Muskegon ParkerStore is the company's signature in-store capability.

Product overview

West Michigan Rubber & Supply is an industrial supplier acquired by Exotic Automation & Supply in December 2025, operating as a ParkerStore retail location. The company offers a comprehensive portfolio of fluid power and rubber products including custom hose assemblies (produced on-the-spot), Parker Hannifin fluid connectors, hydraulics, pneumatics, filtration, electromechanical systems, engineered systems, and lubrication products. Their rubber and plastics offerings include molded rubber & urethane, polyurethane products, sheet rubber, seals & gaskets, and conveyor rollers. They also supply compressed air pipe systems via Parker Transair, alternative fuel products (CNG/LPG/LNG hoses & fittings), and defense market solutions. The company distributes products from Parker Hannifin, ACE Controls, SKF, Enerpac, and other industrial brands. With 19 retail store locations across Michigan and Indiana, the combined entity provides enhanced service levels and expanded product offerings to West Michigan's manufacturing sector.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Hose Assemblies

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Exotic Automation & SupplycoreOthers · 1 December 2025Acquisition completed December 1, 2025. West Michigan Rubber & Supply joined Exotic Automation & Supply family, resulting in network of 19 retail store locations across Michigan & Indiana, enhanced service levels, and expanded product offerings including pneumatics, hydraulics, compressed air, and engineered systems.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Exotic Automation & Supply: Parent company operating the same ParkerStore and fluid power distribution model across 19 retail locations in Michigan and Indiana. Operationally identical to West Michigan Rubber & Supply, with the same Parker Hannifin, ACE Controls, SKF, and Enerpac distributor relationships and an expanded hydraulics, pneumatics, and engineered-systems portfolio.
• Air Hydro Power: Authorized Parker Hannifin distributor and fluid power specialist operating multiple service centers across the U.S. Southeast and Midwest. Closely comparable in scale and go-to-market (custom hose assembly plus pneumatic/hydraulic systems) to a ParkerStore operation.
• Applied Industrial Technologies: Major publicly traded industrial fluid power, hydraulics, motion control, and rubber products distributor with hundreds of service centers across North America. Serves the same manufacturing customer base with similar Parker-related product lines and engineered system offerings.
• Motion Industries: One of the largest industrial MRO distributors in North America (subsidiary of Genuine Parts Company), with deep fluid power, hose, fittings, rubber, and sealing product lines sold into manufacturing customers. Competes head-to-head with ParkerStore distributors for industrial maintenance wallets.
• Brennan Industries: Specialty Parker Hannifin fluid connector distributor focused on hydraulic hose fittings, adapters, and instrumentation fittings. A near-direct comp on product line (Parker fluid connectors) and customer type (industrial fluid power buyers).

Broad incumbents

• Fastenal: Largest U.S. industrial supply chain by revenue with thousands of onsite locations and vending solutions, carrying hose, fittings, fasteners, and safety products. Overlaps with WMR on commodity industrial SKUs but does not specialize in fluid power system design.
• W.W. Grainger: Largest pure-play industrial MRO distributor in North America with a heavy e-commerce presence, competing for maintenance, repair, and operations wallet share including hoses and rubber products. Operates as a broad incumbent rather than a fluid power specialist.
• MSC Industrial Direct: National catalog-and-online industrial supplies distributor (~$4B+ revenue) with a broad MRO product line that includes hoses, fittings, gaskets, and sealing devices. Overlaps on product categories but does not focus on ParkerStore-grade fluid connector specialization.

Others

• Gates Industrial: Global manufacturer of industrial belts, hoses, and fluid power products. Not a direct competitor—rather a key upstream supplier whose branded products pass through distribution channels like West Michigan Rubber & Supply. A benchmark for product economics in industrial hose.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 West Michigan Rubber & Supply