How a commercial vehicle components platform added a respected custom mud flap manufacturer — gaining OEM relationships and new product lines, while giving the seller national distribution. HMA served as buy-side advisor to High Bar Brands.
Buyer
High Bar Brands
Seller
Viking Sales, Inc.
The Buyer: High Bar Brands
Based in Owatonna, Minnesota, High Bar Brands (HBB) is a solutions provider to the commercial vehicle industry and the parent company of Minimizer and Premier Manufacturing — two established names in heavy-duty truck and trailer components and branded aftermarket products. HBB was executing a clear strategy: grow by acquiring well-established brands that strengthen its portfolio and its position with commercial vehicle customers.
The Target: Viking Sales
Viking Sales, Inc. of Brighton, Michigan designs, manufactures, and distributes custom mud flaps for the commercial vehicle market. Viking built ISO 9001-certified manufacturing, its own raw polyethylene sourcing, and something harder to replicate: established relationships with original equipment manufacturers as well as aftermarket distributors. Its product range — custom logo, rain-guard, anti-spray, and anti-sail mud flaps — served customers that HBB's existing brands did not fully reach.
The Strategic Fit
New products that belong on the same truck. Viking's custom mud flap capabilities complemented HBB's portfolio and significantly expanded its offering — a natural extension for a platform already selling components to the same heavy-duty truck and trailer customers.
OEM access. Viking's existing OEM relationships gave HBB a stronger position with equipment manufacturers, a channel that takes years to build and is difficult to enter without an established supplier record.
Distribution for the seller. For Viking, HBB brought expanded marketing and sales support and a North American distribution network — reach a regional manufacturer could not build on its own.
Fit and culture. Viking's owners chose HBB not only for capability but for fit — a buyer whose culture and approach would help the brand keep growing.
“A key element of High Bar Brands' growth strategy is to expand through acquisitions.” — Christopher “CT” Thorpe, President and CEO, High Bar Brands
“We feel the fit, culture and capabilities High Bar Brands brings to Viking will help the brand expand in the industry.” — Gary Kramer, Kathi Kramer, and Elizabeth Spitler, Viking Sales
Hart Marx Advisors' Role
HMA served as buy-side advisor to High Bar Brands, collaborating with HBB's leadership to facilitate the acquisition. The engagement reflects what HMA brings to PE-backed platforms in the heavy-duty aftermarket: knowing which privately held manufacturers hold valuable OEM and distribution relationships, and how to open a credible conversation with owners who are not actively marketing their businesses.
The Outcome
Viking became part of the High Bar Brands family alongside Minimizer and Premier Manufacturing, and HBB continued to build through acquisition — adding further brands to the portfolio. The platform's growth ultimately led to a successful exit for HBB’s ownership, with Viking named among the brands that make up High Bar Brands today.
The Takeaway
For private equity platforms, the strongest add-ons rarely just add revenue. Viking brought HBB new products for customers it already served and a foothold with OEMs that would have taken years to build — while HBB gave Viking the distribution to grow. When both sides gain something they could not easily build alone, the platform gets stronger with every acquisition.