More than a niche marketer

Greenball diversifies with passenger tire brands

By: Bob Ulrich

Chris Tsai, right, oversees Greenball, while his son, Randy (left) handles the day-to-day operations.

Greenball Corp. has evolved a great deal since being formed by Chris Tsai and his wife, Jenny, in Long Beach, Calif., in 1976. The specialty tire distributor began operations in a 2,300-square-foot combination office and warehouse. Since then, it has outgrown its headquarters six times.

Earlier this year, Greenball moved into a 10,000-square-foot office complex in Anaheim, Calif. That does not include its five warehouses in the United States, including a 250,000-square-foot distribution center in Fontana, Calif.

The need for so many satellite warehouses is clear, according to Randy Tsai, director of Greenball’s GBC Motorsports subsidiary. “It’s pretty much impossible to sell (specialty tires) to wholesalers and make money.”

For years, Greenball has stocked lawn and garden, wheelbarrow, trailer — replacement and original equipment — forklift, ATV, motorcycle/scooter, small OTR and farm implement tires, plus trailer wheels. Radial and bias light truck tires and radial medium truck tires followed.

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Related Topics: Greenball, Specialty tires

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