I hear what you're saying, but am still confused at what exactly your friend was expecting from Rebel. What exactly did your friend's shop want to sell that Rebel makes? Aside from a few small accessory parts like grab handles and HID light kits, Rebel is mostly a dealer of other company's products and are an install shop.
Wouldn't your friend be better off approaching the actual manufacturers (if he hasn't already) rather than an existing dealer? He'd be able to make much more of a profit by dealing with the manufacturers directly, agreed?
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I have another friend that goes over once or twice a year and gets a container filled from 4 Wheel Parts and sends it over, that way he only has to pays the tax on the one container rather than from each shipment, from different manufactures and that way he can get whatever the vendor has on their website, making it easier and cheaper for him and easier for the customer because they can look at the one website.