MILLWOOD, N.Y. — In a rather unorthodox brand-sharing arrangement, Mavis Tire Supply L.L.C. continues to use the NTB Tire & Service Center brand on the 112 NTB stores it acquired earlier this year from TBC Corp.
The deal, which involves stores in the greater Atlanta, Boston, Chicago and Philadelphia metro areas, expanded Mavis' retail footprint to more than 750 stores in 14 states and reduced TBC's retail network to 614 stores under the NTB and Tire Kingdom brands.
- This article appears in the Oct. 26 print edition of Tire Business.
It's unclear how or to what extent the two companies are coordinating the NTB brand's image, messaging, product skein, pricing, etc. Both Millwood-based Mavis and Palm Beach Gardens, Fla.-based TBC declined to elaborate on details of the arrangement.
The NTB brand becomes the 12th brand under the Mavis umbrella. Its other brands include Mavis Discount Tire; Mavis Tires & Brakes at Discount Prices; Cole Muffler Brake; Somerset Tire; Kauffman Tire; Express Oil/Tire Engineers; Savannah Tire; DeKalb Tire; Family Tire & Auto; Lang Tire & Automotive; and Rick's Tire Warehouse.
In the Chicago (Illinois and southern Wisconsin) and Boston (Massachusetts, New Hampshire and Rhode Island) areas, Mavis' presence is 100% NTB, whereas the stores acquired in the Philadelphia and Atlanta areas continue to fly the NTB flag alongside existing Mavis brands.
Adding the NTB brand to the mix came on top of Mavis' rebranding earlier this year of as many as 200 of its Mavis Discount Tire stores throughout the South, Southeast and Atlantic Seaboard as "Mavis Tires & Brakes at Discount Prices" as part of a legal settlement of a trademark infringement suit with Reinalt-Thomas Corp., d.b.a. Discount Tire.