Advance Auto Parts Names Vendor of the Year

[Counterman]

Advance Auto Parts Inc. presented its 2025 Vendor of the Year Award to OSRAM Sylvania Inc. at “Accelerate,” the company’s vendor appreciation and field leader kickoff event in Orlando, Florida. The event brings together suppliers and field leaders to support execution of

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and recognize performance across aftermarket distribution channels. Nine additional vendors were recognized across professional, DIY, supply chain, inventory, e-commerce, content and marketing categories.

“OSRAM Sylvania has been an exceptional partner to

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in 2025, in part because of their strong collaboration with our stores, supply chain, inventory, marketing, and merchandising teams,” said Bruce Starnes, executive vice president, chief merchant at Advance Auto Parts. “The OSRAM team has a ‘yes-we can’ philosophy and their collaboration is a critical element that enables our team members to get customers back on the road. We congratulate Sylvania as our Vendor of the Year and are excited to grow our partnership and sales together in 2026.”

Market Impact

The 2025 vendor awards highlight supplier strategies focused on service-level performance, inventory accuracy, e-commerce content quality and category management to support professional installers and DIY customers. Recognitions underscore priorities in supply chain reliability, product availability and customer experience across Advance’s distribution network.

Supplier Recognition: 2025 category awards

• Pro Vendor of the Year — GSP: Recognized for cross-functional collaboration that supported Advance’s professional business and customer service.
• DIY Vendor of the Year — Valvoline Global: Recognized for launching new products, providing data-driven category management insights, and expanding promotional programs.
• Vendor Rep of the Year — Tasco: Recognized for collaboration, opportunity development and consistent follow-through on joint initiatives.
• Visionary Vendor of the Year — Winhere Brakes: Recognized for product reliability and support of initiatives to drive the business forward.

Supply Chain and Inventory Performance

• Supply Chain Vendor of the Year and Inventory Vendor of the Year (Back Room) — GRI Engineering: Recognized for improving key supply chain and inventory performance metrics through operational execution, meeting service-level expectations, and proactively implementing change.
• Inventory Vendor of the Year (Front Room) — Amalie: Recognized for execution, logistics, collaboration and flexibility supporting inventory performance.

E-commerce and Content Enablement

• E-commerce Vendor of the Year — Premium Guard: Recognized for collaboration on e-commerce content and customer experience, and for transparent communication on new asset creation.
• Content Vendor of the Year — Motorad and Josco: Recognized for a proactive approach, responsiveness and quality that strengthened customer- and store team member-facing content.

Marketing Support

• Marketing Vendor of the Year — GlueIQ: Recognized for multi-channel marketing strategy and execution supporting brand and demand generation across Advance’s channels.

Event Context

“Accelerate” serves as Advance’s annual vendor appreciation and field leader kickoff, aligning partners on distribution strategy and operational priorities for the year ahead. The program centers on supplier collaboration in merchandising, supply chain, inventory, marketing and e-commerce to improve aftermarket distribution outcomes.

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