Generational Equity Advises Vision Upfitters in its Sale to Toys for Trucks

By Generational Equity


Generational Equity, a leading mergers and acquisitions advisor for privately held businesses, is pleased to announce the sale of its client, Vision Upfitters to Toys for Trucks, Inc. The transaction closed March 1, 2022.

Vision Upfitters (VU), located in Cameron, Missouri, is a one-stop provider of high-quality vehicle equipment and accessories. The Company helps customers with needs ranging from single parts all the way up to full fleet upfitting, and everything in between. Revenue is derived from truck accessories/towing, 12-volt equipment, graphics, fleet upfitting equipment, and other products and services including spray-on bedliners, window tinting, and upfitting for emergency vehicles. VU differentiates itself with its broad product and service offering, great customer service, and quality workmanship, which yields a high rate of repeat and word-of-mouth business.

Located in Greenville, Wisconsin (with multiple locations throughout the Midwest), Toys for Trucks (TFT) features the hottest new parts and accessories and top-quality products from trusted name brands. Their custom-fit and universal products are designed to provide protection, comfort, safety, style and enhanced performance for all cars, pickup trucks, vans, sport utility vehicles, and cross over vehicles. TFT has auto accessories for Ford, Dodge, GMC, Chevrolet, Jeep, Mazda, Nissan, Honda, Mitsubishi, Toyota, Isuzu & hundreds of other vehicles.

Generational Equity Executive Managing Director of M&A – Central Region, Michael Goss, and his team led by Senior M&A Advisor, Andrew Byrd, with the support of Vice President, M&A, Madison Buckley successfully closed the transaction. Executive Managing Director Bill Kushnir established the initial relationship with VU.

“The new ownership of Vision Upfitters is a perfect match,” said Byrd. “Both parties have bright futures, and I am delighted we were able to be a part of making their transaction a success.”

About Generational

Headquartered in Dallas, Generational is one of the leading M&A advisory firms in North America.

With more than 350 professionals located throughout 17 offices in North America, the companies help business owners release the wealth of their business by providing growth consulting, merger, acquisition, and wealth management services. Their six-step approach features strategic and tactical growth consulting, exit planning education, business valuation, value enhancement strategies, M&A transactional services, and wealth management.

The M&A Advisor named the company Investment Banking Firm of the Year three years in a row, Valuation Firm of the Year in 2020, and North American Investment Bank of the Year in 2022 as well as Consulting Firm of the Year. For more information, visit