Founded in 1993 by Randy Jethon, Alliance Sales quickly became a well-recognized and trusted sales agency both in the eyes of the customer and the manufacturer. In fact, some manufacturers have remained on the Alliance Sales line card since the beginning. In 1997, with the retirement of an agency principal, Alliance Sales merged with Tom Handregan Sales to establish a powerful sales team servicing all four western provinces with offices in Vancouver, Edmonton, and Winnipeg.
In 2002, Derrick Johnstone joined Alliance Sales with responsibility for the British Columbia customer base and in 2007 Ashley Scott was hired to provide support for a bustling Alberta market. The year 2008 marked the retirement of Tom and the formation of a partnership between Randy, Ashley, and Derrick, with Ashley taking on account responsibility for Saskatchewan and Manitoba. In 2011, Randy decided to take a reduced role in the day to day operations of the agency, eventually retiring at the end of 2012.