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Wholesale Supplies Plus

Wholesale Supplies Plus, founded in 1999 and headquartered in Ohio, is a B2B distributor of consumable ingredients and supplies to commercial artisans that create personal care, beauty and home fragrance and aromatics products

PORTFOLIO STORY

How We Partnered

Transaction Dynamics

A recapitalization of the company in partnership with the founder.  The founder reinvested significant proceeds in the transaction.

Investment Thesis

  • Established player in a niche, fragmented market
  • Impressive financial profile and free cash flow conversion
  • Strong barriers to entry from value-added processes

Incline Value Enhancement

  • Significantly accelerated digital marketing strategy including the launch of a best-in-class mobile website, refocused email marketing campaigns as well as the introduction of broad social media marketing efforts
  • Implemented key operational improvements, including investing in warehouse optimization initiatives, negotiating new vendor contracts, and implementing a new ERP system, to set stage for scalable growth
  • Completed five accretive acquisitions, adding new products, customers, and end markets
  • Worked with the founder to select her successor as CEO; hired the Company’s first ever CFO
HEADQUARTERS

Independence, OH

STATUS

Realized

INDUSTRY

Value-added Distribution

FUND

Elevate

INVESTMENT DATE

May 2019

Incline’s partnership allowed us to complete several major marketing and operations initiatives that enhanced the Company’s industry-leading position. Over the last two years, we nearly tripled our customer base and revenue while expanding into new product categories to help our artisan customers become more successful. I am proud of the WSP team’s commitment to excellence and am incredibly excited about the Company’s future.

Sam Soloman, Chief Executive Officer

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