Perfect storms make good business for Generac Power Systems. That's because the company manufactures engine-driven standby and portable generators for homes, businesses, hospitals, and recreational vehicles. The company also makes industrial power generation equipment, automatic transfer switches, switch gear and controls, and remote monitoring software. Generac sells its products through retailers, such as Home Depot, as well as through wholesale distributors. The US and Canada represent over 99% of company sales. Established in 1959, Generac was purchased by private equity firm CCMP Capital Advisors in 2006 and went public in 2010.
Generac, whose media campaign is "Never Feel Powerless," initiated its IPO to raise cash to pay down debt and to power future growth opportunities in development, innovative product offerings, and international market expansion. CCMP still owns about 59% of the company's voting shares.
The company is gung ho to expand its presence in underserved North American regions by continuing to build its dealer network. Latin America, Russia, and China represent favorable opportunities for the company and have piqued Generac's interest in seizing growth opportunities in international markets. The company is pursuing partnerships with established international companies and has built a network of 34 distributors in 16 international markets -- primarily in Central and South America and Mexico -- to handle its industrial and light-commercial generators.
Boasting a North American market share of 70% for residential standby generators, a broad distribution network (direct dealers, catalog, wholesale, and retail), a comprehensive product line, and specialized engineering and manufacturing capabilities, Generac continues to invest in innovation and product development, as well as technician training to ensure the repair and maintenance of its products. To that end the company acquired Magnum Products, a Wisconsin manufacturer of light towers, mobile generators, trash pumps and other portable equipment. The 2011 deal, valued at $80 million in cash, adds heft to its commercial and industrial product portfolio. Generac followed that deal with the acquisition of Gen-Tran in 2012. The acquisition adds transfer switches and portable generator accessories to round out Generac's portable products offerings. – less