Founder David Gray established Rainbow Sales Distributing Inc. in 1984, he sought to build a company that could serve store owners and make their lives easier. As a convenience store owner himself, he knew how tough the job could be and how hard it was to find distributors he could count on. So after setting off on his own, he began serving clients all throughout his home state of Wisconsin.

In 2022, due to continued growth, the company relocated from West Allis to Pewaukee and doubled our warehouse to better serve our customers.