Acquisition Opportunity West Michigan Rubber & Supply was acquired by Exotic Automation & Supply in December 2025, with a remodeling plan to expand inventory. This signals a strategic opportunity to upsell broader industrial hoses, fittings, tubing, safety gear, and belting through Exotic Automation’s broader customer base and distribution network.

Expanded Inventory Post-acquisition remodeling aims to increase inventory and offerings. Sales teams can target cross-sell opportunities by presenting complementary industrial products and bundled solutions to Exotic Automation’s existing customers.

Low Volume Focus Current revenue is under one million with a small employee count. There is potential for scalable sales via add-on product lines, maintenance supplies, and long-term service agreements to grow share within the mid-market industrial hose, tubing, and safety segments.

Strategic Partnerships Affiliation with Exotic Automation expands channel potential. A joint go-to-market approach could leverage Exotic’s customer relationships and logistics capabilities to win new accounts in industries served by both companies.

Digital & Analytics Existing tech stack includes Google Analytics and modern web infrastructure. There is opportunity to optimize digital outreach, track buyer intent, and run targeted campaigns for industrial rubber, belting, and safety products to accelerate lead generation and conversions.