PALM BEACH GARDENS, Fla. — TBC Corp. is in the process of rebranding 39 Merchant's Tire & Auto Service Center locations in Virginia to its NTB Tire & Service Center brand, expanding the NTB brand to nearly 500 locations throughout 23 states.
The move, which should be completed in the coming weeks, is part of the company's drive to bring NTB's "best-in-class" brands and "industry-leading service" to a larger population of customers, according to TBC President and CEO Erik Olsen.
The move follows the rebranding of 29 Merchant's locations in 2016 in North and South Carolina to NTB.
TBC still operates 47 Merchant's retail stores in Maryland. TBC did not comment on the status of the Merchant's brand in Maryland.
TBC has operated Merchant's-branded retail stores since 2003, when it acquired Manassas, Va.-based Merchant's Inc., which at that time had 112 stores in five states and the District of Columbia.
The rebranding initiative includes an exterior refresh and the use of an integrated "New Name, Same Great Service" marketing plan. TBC did not comment on the cost of the rebranding.
Mr. Olsen said the rebranding initiative in the Carolinas "was very well received by both customers and associates."
TBC also operates 190-plus Tire Kingdom stores in Florida.