SAN JOSE, Costa Rica—Reenfrio Comercial Automotriz S.A., a commercial/retail tire dealership and retreader based in San Jose, plans to create as many as 40 small tire stores, dubbed “Pit Stop,” within its own locations and those of some of its tire dealer customers.
The initial tire-store-within-a-store locations will be operated by Reenfrio but the plan calls for the dealership to extend the concept to some of its wholesale tire dealer customers, which will operate them as joint ventures with Reenfrio.
The Pit Stop areas will have their own logo and offer only tires, alignments and balancing.
Reenfrio launched the first Pit Stop location in April in Puerto Viejo, Costa Rica, and the company would like to open as many as eight to 10 a year, said Jose Frederico Angelo Rodriguez, the company's CEO.
The goal is to gain better control of the firm's tire inventory by housing tires in the Pit Stop stores instead of in its two warehouses and to promote Reenfrio's growing auto service business.
The Pit Stop locations also will help with the collection of worn truck tires for Reenfrio's retreading operation and broaden the dealership's marketing territory.