Recently Forward Solutions, best known as Electris360 in the electrical industry and the firm that owns ElectroRep, RB Sales and Fields Electrical Sales, acquired Sales Lane, a California manufacturer rep firm.

Forward Solutions’ ElectroRep  Acquires, Integrates, Sales Lane

According to its press release:

“Forward Solutions, a leading sales and marketing agency, today announced the merger of Sales Lane, a California-based manufacturers’ representative firm specializing in lighting and electrical solutions. Founded in 2019, Sales Lane serves customers across California and Northern Nevada, representing a portfolio of leading lighting manufacturers.

This merger enhances Forward Solutions’ capabilities in the electrical industry. Together, the organizations will deliver increased technical expertise, broader product offerings, and enhanced support for manufacturers, distributors, and end users.

Strengthening Technical Expertise

Sales Lane has built a strong reputation for its deep expertise in the lighting space, with a hands-on approach that includes lighting layouts, job walks, and field audits, particularly in retrofit applications. Its portfolio spans commercial and industrial lighting, industrial signaling devices, power distribution products, and EV-related infrastructure components.

“Sales Lane has differentiated itself through technical knowledge and responsiveness in the field,” said Joe Orednick, President and CEO of Forward Solutions. “Their expertise and commitment to customer service make them a strong addition to our growing electrical platform.”

Delivering Greater Value to Partners

The combination brings together Forward Solutions’ scale and resources with Sales Lane’s nimble and responsive approach. Manufacturing partners will benefit from expanded market access, enhanced technical support, and stronger go-to-market execution across the region.

“We’ve built our business on being highly responsive and deeply knowledgeable in lighting,” said Justin Lane, President of Sales Lane. “Joining Forward Solutions allows us to build on our reputation while bringing additional resources and opportunities to better serve our partners and customers.”

Expanding Presence in High-Growth Markets

California and Northern Nevada represent key markets for infrastructure investment, energy efficiency initiatives, and lighting innovation. This merger positions Forward Solutions to better support customers in these regions with comprehensive lighting and electrical solutions.

The merger of Sales Lane supports Forward Solutions’ long-term strategy to enhance electrical capabilities while expanding its presence in key growth markets.”

According to Bill Devereaux, President of Electris360, “the acquisition amplifies ElectroRep’s strengths in the marketplace … strong relationships plus lighting expertise to generate better outcomes in the California marketplace.”

In talking to another rep in the market they commented, “Wow, I am shocked that ElectroRep would pick up such a small agent based in San Diego.”

When I asked Bill about this, he further shared that they are open to smaller acquisitions that add value within existing footprints. Typically, this value would be access to market segments that are supported by skilled personnel, especially if the agency was seeking stronger internal systems and resources and/or had generational issues and sought an exit strategy.

But, then there is also this …

The Making of a Deal

This deal highlights the benefit of knowing the players in the marketplace. I remember years ago calling Scott Holtgrieve, now RVP of ElectroRep for a rep recommendation for a client (he already had a competitive line.) He recommended Justin. So, there was a relationship. If I recall, the relationship was born when Justin was the regional manager for Light Efficient Design.

Justin started Sales Lane with Light Efficient Design as his lead line. At the time he was focused on the SoCal market.

Over time he expanded his lines and, probably due to the request of some of his lines, expanded coverage to NorCal.

While Sales Lane had lighting and non-lighting lines, Justin’s expertise was in lighting.

At some point Sales Lane also became the Halco Lighting agent. When Halco acquired the permanent lighting business of Topaz, which ElectroRep represented, it can be presumed that this initiated discussions given ElectroRep had a larger sales organization. ElectroRep was awarded the Halco line.

How the conversation continued to finalize an acquisition is unknown, however, Justin is now Director of Lighting & Energy Solutions for ElectroRep.

Will they absorb all of the lines? Doubtful as inevitably there is some overlap, but there are enough additional to warrant the acquisition to benefit all.

So, all’s well that ends well.

Justin’s entrepreneurial spirit was satisfied with starting a business … and became an independent electrical manufacturer representative. The business was successful but then the fear of many manufacturer reps … a key revenue (and hence commission) line leaves (and as everyone knows, California is an expensive place to run a business.) The relationship and skill set facilitated joining ElectroRep and becoming part of something better.

Congratulations to Justin and to Forward Solutions for putting together something that benefits all.