Squire Appoints LRG as Central U.S. Sales Representative Through Partner Channel Championz

ST. LOUIS –Squire announced the appointment of LRG Inc. as its manufacturer's sales representative across the central United States, expanding the company's North American commercial coverage in critical infrastructure access and security markets.

The appointment was contracted through Channel Championz, Squire's North American channel partner, which leads Squire's commercial channel development in the region. LRG Inc. is an independent manufacturer’s representative group serving the access, security, fire, sound and video markets across the central United States.

The appointment expands Squire’s Commercial North American sales network as the company, working with Channel Championz, continues building its channel strategy through Security Hardware Distributors Association members, locksmith distributors, independent sales representatives and critical infrastructure security partners.

Based in Texas, LRG has represented leading security and access control manufacturers for more than 24 years. The company’s team includes industry veterans with firsthand experience as dealers, integrators, counter salespeople and branch managers. This experience gives LRG a practical understanding of the security channel and the ability to help manufacturers build relationships, uncover opportunities, and support customers in the field.

“LRG gives Squire exactly the kind of experienced, relationship-driven sales presence we need as we build our U.S. commercial business,” said Jerry Burhans, owner of Channel Championz and Commercial Sector Director for Squire North America. “John Swinford, Kenny Hilton, and their team understand the channel, they know the customers, and they have the credibility to help us introduce Squire as a premium security brand.”

LRG serves partners throughout Arkansas, Colorado, Illinois, Iowa, Kansas, Louisiana, Minnesota, Mississippi, Missouri, Nebraska, New Mexico, North and South Dakota, Oklahoma, Texas and Wisconsin. LRG helps manufacturers align selling efforts across key markets and pursue opportunities with a coordinated strategy.

“There’s a real gap in the North American security market, and Squire fits it,” said John Swinford, CEO of LRG Inc. “Out here, our customers are protecting gates, utility sites, telecom locations, transportation yards and industrial facilities where the lock has to work every day, in every kind of weather, and stand up when somebody really tests it. Squire gives the channel a serious mechanical security line with the heritage, engineering, and product depth to do what ordinary commodity padlocks just can’t.”

For Squire, the appointment marks another step in the North American commercial rollout the company is executing with Channel Championz, following strong engagement with distributors and channel partners at the recent SHDA Industry Advancement Summit.

“Squire is entering the North American market with a clear focus on channel partnership,” Burhans said. “We are not simply placing products into distribution. We are building a support network around the people who solve security problems and serve customers every day. LRG’s team will help us bring that strategy to life in the field.”

Squire’s commercial portfolio includes attack-resistant padlocks, critical infrastructure locking solutions, container and cargo security products, marine-grade stainless steel padlocks, heavy duty resettable locks, hasps, and chains. The company is especially focused on markets where corrosion resistance, attack resistance, key control, and field reliability are critical.

The Stronghold® range is tested and certified to CEN (European Committee for Standardization) and LPCB (Loss Prevention Certification Board), two of the most rigorous, globally recognized physical security testing and grading standards for locks, padlocks, and security hardware. Squire’s broader portfolio is designed to give distributors and professional security customers a differentiated alternative to commodity padlocks.

“Security professionals are looking for brands that bring real product value, not just another line on the shelf,” Burhans added. “Squire has the engineering heritage, product depth, and long-term commitment to support this need. With LRG representing Squire across key central U.S. markets, Channel Championz can accelerate the work of educating the channel and supporting customers where they operate.”