WEST GOSHEN >> A popular online Jeep aftermarket parts and accessories business has a new leader – but one familiar to the company’s employees.

Quadratec Inc. announced the appointment of Ted Wentz III as chief executive officer effective Monday. He replaces his father, Quadratec’s founder Ted Wentz Jr., who will remain active as chairman of the board and chief financial officer.

“Ted brings proven leadership experience, digital and print marketing prowess, product development acumen, and a collaborative and approachable style that will serve us well for the rapidly evolving challenges ahead,” said Quadratec President John Stewart, who will continue in that role.

Wentz III joined Quadratec in 2008 and spent two years in a leadership rotation integrating himself with every part of Quadratec’s warehouse, call center, catalog, Internet, purchasing and marketing departments. He also served in marketing analysis and strategic planning for Quadratec, the company said in announcing his appointment.

The younger Wentz founded Firecraft Inc., a grill and grill accessory company, in 2009 and led Firecraft from a start up to a multi-million dollar business and trusted source for top line grilling equipment.

“I am very exited about joining such a great group of people and supporting them in their successful effort to be the best automotive aftermarket company in the world,” Wentz III said.

When Ted Wentz Jr. started the Jeep catalog business in the basement of his Wayne house in 1990, his competitors were retail icons like Sears Roebuck and JCPenney – national companies that sold through catalogs.

Little did he know at the time how that would change.

“I had no idea how big this business could be,” Wentz Jr. told the Daily Local News for a July profile on the company. “I started a catalog, ran magazine ads to get the word out.”

The elder Wentz, a self-described “gearhead,” said he was always interested in cars and racing. He built his hobby into a business that has around 140 employees and more than 200,000 square feet in three locations. Now, his son will take the reins.

Wentz III, who lives in Malvern with his wife Susan and two children, holds an undergraduate degree from the University of Virginia and an MBA from the University of North Carolina’s Kenan-Flagler Business School. He also spent several years in the Department of Homeland Security following its creation after 9/11.

Quadratec describes itself on its website as an industry leader in the aftermarket Jeep world and passionate advocate for all enthusiasts of the Jeep CJ and Wrangler, Cherokee and Grand Cherokee vehicles.

– On the web: www.quadratec.com.

– To contact Business Writer Brian McCullough, call 610-235-2655 or send an email to bmccullough@21st-centurymedia.com.

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