Sonic Group acquires Alabama's Sonic Tools USA

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Updated Jan 23, 2025
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Sonic Group, based in the Netherlands, has acquired Auburn, Ala.'s, Sonic Tools USA. That will change Sonic Tools USA a wholly owned entity instead of a North American distribution partner. 

[RELATED: Sonic Tools introduces pathways program for technician tools]

"The acquisition of the Sonic Group's North American distribution partner represents a natural progression in our international growth strategy," says Remko Papenburg, CEO of Sonic Group. "Sonic Tools USA has successfully translated the Sonic go-to-market strategy from Europe to North America, achieving an impressive 4,000% growth in revenue during the past 10 years. Now as a fully owned entity of Sonic Group, we are excited to help super charge that growth into the next decade." 

The announcement coincides with Sonic's 10-year U.S. anniversary, delivering hand tools, storage solutions and efficiencies to automotive, aviation and manufacturing professionals across the U.S., Canada and Mexico. 

Terms of the deal were not disclosed. 

"When we started Sonic Tools USA, the idea of buying complete hand tool sets up front for technicians, organized within foam inserts, was a foreign concept to the vast majority of our customers, especially in the automotive space," says Colby McConnell, co-founder and CEO of Sonic Tools USA. "Today, the idea of buying complete toolsets is catching on across North America as customers recognizes the efficiency this provides compared to the traditional method of buying piecemealed hand tools from a truck. Meanwhile, joining forces with Sonic Group will empower us to expand our North American distribution network, increase investment in marketing and sales, and optimize our value proposition to all our customers." 

Sonic Tools USA will continue to operate in its current facilities. McConnell will take on the role of CEO for the North American office. 

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