Belle Tire opening, remodeling stores

ALLEN PARK, Mich. (Jan. 16, 2013) — Hoping for an "improved customer experience," Belle Tire Distributors has committed to remodeling all of its 80-plus stores in Michigan and northwest Ohio in the coming few years using a more open showroom design that features an array of modern conveniences.

The Allen Park-based dealership launched the new showroom design last year at five new stores it opened throughout the year in Michigan, and now has committed itself to remodel 10 to 12 existing stores this year along with opening four new stores, according to Jeff Kruse, vice president.

Belle declined to disclose its investment in the new stores or the remodeling project.

Among the features of the new showroom design are a "business bar" where waiting customers may use their laptops, a convenience center for beverages and snacks, updated graphics and sales pods that replace the sales counters, as well as redesigned tire and custom wheel displays.

Belle engaged retail design firm JGA Inc. of Southfield, Mich., to help it come up with the new interior layout, Mr. Kruse said.

The new stores opened last year—in Benton Harbor, Flint, Mt. Pleasant, Muskegon and Wyoming—are all based on the same design: 10,000-sq.-ft. buildings with 10 service bays, including two full alignment pits, and a mezzanine warehousing area that can store more than 3,000 tires.

Each location has a team of 16-20 employees, Belle Tire said, and each is managed by an experienced employee: Benton Harbor, Matt McTaggart, nine years; Flint, Gary Vredeveld, nine years; Muskegon, Robert Brost, one year; Mt. Pleasant, Brian Ambs, five years; and Wyoming, Duane Ott, nine years.

The Benton Harbor, Mt. Pleasant and Muskegon stores are in new territories for Belle Tire, as are the four stores to be opened this year, Mr. Kruse said.

Remodeling a store takes two to three weeks, he said, with work being done mostly outside of normal business hours to minimize the disruption. Asked what the remodeling is costing, Mr. Kruse said simply: "Expensive."

The dealership is using rubber buffings from the firm's retread plants for landscaping around the new stores.

For more photos of Belle's new stores and the remodeled interiors, visit Tire Business' Facebook page.