Four Wheel Drive Hardware Buys Performance Products

Four Wheel Drive Hardware,

which mails three catalogs selling after-market Jeep parts and accessories, bought Lash International, which owns cataloger Performance Products, on July 7. In addition to market-leading books serving the Porches, Mercedes, and Toyota Truck markets, Performance has catalogs serving the Chevrolet/GMC and Ford truck lines, in addition to a small Jeep line.

Columbiana, OH-based Four Wheel Drive Hardware will manage the two companies separately for now, says Four Wheel president/CEO Barry Ryan, who with the sale assumed that title at Performance as well. Former Performance owner/chairman Melvin Kay, who wouldn’t comment at press time, will work with Ryan in a consulting role for the next six months.

The combined company exceeds $75 million in sales; the two units are comparable in size. Van Nuys, CA-based Performance "is one of the most respected and best-known mail order catalogers in the after-market auto parts segment," Ryan says.

The companies will retain their fulfillment and call centers. Because both catalogers ship a number of heavy items, such as suspension kits, drive trains, and transmission parts, they will now be able to cut freight costs by using the warehouse located closest to customers, Ryan says.