Bridgestone to carry Toyo tires in retail stores (update)

BLOOMINGDALE, Ill. (Aug. 4, 2015) — Bridgestone Retail Operations L.L.C. is adding the Toyo Extensa A/S and H/P tire lines to the product portfolio at its 1,700 Firestone Complete Auto Care locations in the U.S., describing Toyo as the “logical choice” for the retail chain's move to add a complementary brand.

Starting in early October, the Bridgestone retail network will carry 62 sizes of the Extensa A/S and H/P lines at its Firestone company retail stores, which Bridgestone said serve 22 million customers annually. 

The deal with Toyo Tire U.S.A. Corp. is non-exclusive, the two companies said.

Bridgestone Retail President Stu Crum called the Toyo lines a “great fit for us and the diverse set of customers we serve. Providing them with the best variety and value is a focus for us, so when we made the decision to extend our product line, Toyo was the logical choice for a supplier.

“We know their products and service meet our high standards and offer a solid value for consumers, and their operational model is one that is aligned with our own.”

Bridgestone said it will support the product introductions by a comprehensive “consumer-facing marketing and in-store point-of-sale” promotions program along with employee training and education.

Roy Bromfield, chief operating officer for Toyo Tire U.S.A. Corp., said in a statement provided by Bridgestone Retail that Toyo is “proud to join forces with Bridgestone Retail Operations to deliver our high-quality tires to their large base of customers.”

Having the Toyo brand available at the Bridgestone retail network stores is a “significant milestone for our company as we take major steps to grow our business and our brand awareness,” he added.

Bridgestone Retail did not specify how the Extensa H/P and A/S will be positioned within the existing Bridgestone, Firestone and Fuzion brand lineup, other than to say they will “complement our current product offerings [and] offer a solid value for our customers….”