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VALLEY ROUNDUP

Photography Supply Firm Acquires 2 Similar Ones

October 21, 1986

Westlake Village-based Traditional Industries, a marketer of photography equipment and supplies, has acquired two firms in the same business, Direct Sales of America and American Industries of Oregon Inc. The deals were stock transactions, but specific terms were not disclosed.

Direct Sales of America, based in Virginia Beach, Va., and American Industries, which relocated from Portland to Traditional's offices in July, will operate as subsidiaries.

No layoffs or changes in management are expected, said Richard Grace, Traditional's executive vice president. Direct Sales has five employees, and American Industries, which has operated under a marketing agreement with Traditional for nearly two years, has only one.

Through independent sales representatives, all three concerns sell packages that typically include a camera, a photo album and discount coupons for film processing. The packages generally are sold in small communities where photo equipment and services are hard to find.

Traditional, which employs 60, reported sales for its fiscal year ended June 30 of about $21 million.

Direct Sales of America and American Industries both had revenue of just under $5 million in their most recent fiscal years. Traditional has included most of American Industries' sales as its own because of their marketing agreement.

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