GREENWOOD VILLAGE, Colo. — Aftermarket wheel producer and distributor Wheel Pros L.L.C. has broadened its product portfolio with a pair of recent acquisitions, including the Hoonigan automotive lifestyle brand.
Over a two-week period in late August/early September, Wheel Pros acquired Hoonigan Industries L.L.C. — the company co-founded by extreme rally driver and DC Shoes co-founder Ken Block — and Driven Lighting Group (DLG), an Atlanta-based designer and online retailer of aftermarket automotive lighting products.
Terms of the transactions were not disclosed. Greenwood Village-based Wheel Pros is part of the Clearlake Capital Group L.P.
Mr. Block and Brian Scotto, co-founders of the Long Beach, Calif.-based company, as well as Hoonigan President Jennifer van Dijk, will remain with the company, Wheel Pros said.
Randy White, co-founder and CEO of Wheel Pros, called Hoonigan "an incredible global community" for its "must-see content and providing a platform for a diverse set of automotive enthusiasts to express themselves. We are excited to partner with Ken, Brian, Jennifer and the broader Hoonigan team to build a leading digital enterprise that speaks to an attractive demographic and allows passionate consumers to fully embrace their automotive lifestyle."
Hoonigan markets itself as a next-generation automotive lifestyle brand with a large and passionate fan base that "shares the passion of going fast and having fun." According to Wheel Pros, Hoonigan's digital offerings have more than 40 million monthly views and 180 million average monthly minutes watched.
It offers award-winning Gymkhana films, the largest automotive viral series, while also selling parts and merchandise both online and through specialty retailers. The company's racing division competes in rally and rallycross racing events globally.
Hoonigan has worked with Wheel Pros over the last few years, according to Mr. Block, who said Wheel Pros is the "perfect partner to scale this brand globally. Brian and I have always had massive goals for Hoonigan, our race team and the Gymkhana films, and while we have already achieved many, this relationship will help make even the most ambitious goals a possibility."
"Wheel Pros has a strong track record of adding value to brands after combining with them, and we believe the merger with Hoonigan provides the business with enhanced opportunities in a large and rapidly growing market," José E. Feliciano, co-founder and managing partner, and Colin Leonard, a partner at Clearlake, said. "The visionary Hoonigan team has created a high growth digital media and commerce platform."
Atlanta-based DLG describes itself as the "largest and most well-respected designer, marketer, influencer and online retailer" of aftermarket enthusiast automotive lighting products.
"We believe the lighting category is a natural extension of our portfolio of aftermarket vehicle enhancements, and with DLG we can continue increasing penetration of a large white-space opportunity," Mr. White said.
"We look forward to leveraging our scale and infrastructure and working with the DLG team ... to accelerate growth of the enthusiast aftermarket lighting category."
Founded in 2005, DLG focuses on the market for performance lighting in the enthusiast space. The product portfolio comprises complete assemblies, bulbs, off-road and accent lighting. Among DLG's brands are Morimoto and Profile Performance.
DLG previously was owned by Kian Capital.