MONTCLAIR, Calif. — Wilcox Supply Inc. has rebranded and renamed its online tire shop supply and equipment business as Tire Supply Network.
The company formerly was known as Discount Tire Supply, but according to Wilcox Supply, the name was changed after it received a cease-and-desist letter from the Reinalt-Thomas Corp., also known as Discount Tire, for alleged trademark infringement.
Wilcox Supply said the letter stated the company must discontinue its name of Discount Tire Supply as well as its web domain.
Rather than use time or resources to litigate, Wilcox said it complied with its legal counsel's advice and has changed its name and web domain. The new website is tiresupplynetwork.com.
Wilcox said the mission of the renamed Tire Supply Network remains the same: "provide customers a one stop e-commerce solution that displays our entire catalog of products in an easy-to-navigate environment."
The business serves retail and commercial tire dealers, retreaders, fleets, automotive manufacturers, dealerships, collision repair centers, general automotive repair and municipalities with an array of tire shop-related products.