Overview

Comprehensive Brands Inc., established in 2001, was founded with a dual focus: to serve both
the consumer residential dealer market and the 12-volt mobile electronics dealer segment. CBI
has now entered its 25th year of operations and many things have evolved through the years
though, core fundamentals and beliefs in quality service provided have not.

Our mission is still to develop and execute strategic procedures that facilitate the effective placement of
manufacturers’ products within designated dealer territories. This approach is designed to
create mutual value for both manufacturers and dealers. Beyond initial placement, we remain
committed to providing ongoing support to our dealer partners, ensuring long-term success and
sustained market presence.

For Manufacturers

Comprehensive Brands Inc. has consistently pursued genuine, collaborative partnerships with its manufacturers, emphasizing a bidirectional approach to service and support. This philosophy ensures that both parties actively contribute to shared success—manufacturers receive strategic market placement and feedback, while dealers benefit from responsive, ongoing support that strengthens long-term relationships.

For Dealers

Comprehensive Brands Inc. continually curates its line card with a strategic focus on selecting complementary brands that align in quality, performance, and market positioning. This deliberate approach ensures that each brand enhances the overall portfolio, offering dealers a cohesive and competitive selection of top-tier products. By prioritizing synergy and excellence, CBI empowers its dealer base with solutions that meet diverse consumer needs while reinforcing brand integrity across the channel.

Meet the Team

Len Rubino

Len Rubino started with CBI in March of 2003 as a sales rep covering most of the Illinois market and southeast Wisconsin. In 2018 CBI completed a reorganization and he became the Managing Partner of CBI in addition to maintaining the Chicago and northeast Illinois territory.

Tom deBoer

Tom deBoer started with CBI in the fall of 2012 as a sales rep covering the Wisconsin territory, In 2018 CBI completed a reorganization and he became a Partner in addition to maintaining the Wisconsin territory.

Bill Moran

Bill Moran started with CBI in the fall of 2013. Bill covers northwest and central Illinois and other more remote areas as needed for CBI, in addition to external project support for clients and manufacturers.