European Tyre Enterprise Ltd (ETEL) is to increase the size of its Kwik Fit and STS Tyre Pros networks as it rebrands the centres currently operating as Tyre City, its smallest retail chain.
After a strategic review over the last few months, ETEL has decided to simplify its retail operations and operate under two brands, Kwik Fit and STS Tyre Pros. As a result it is incorporating all of its Tyre City centres within one of those two brands.
Mark Slade, deputy CEO of ETEL, said: “Our overriding objective at ETEL is to ensure that we offer the best possible service to our customers and provide strong market leadership. We believe that concentrating our investment and marketing support on fewer brands will have greater impact for each of the individual centres and that the brands and our customers will benefit from wider geographic coverage.
“We highly value our teams who have been working under the Tyre City brand and believe that this change will also be to their benefit. We feel that bringing our employees together under a smaller number of brands will provide them with greater opportunity for career development within the wider business, which is mutually beneficial for them and for the company as a whole.”
The decision will affect 60 centres which have been operating under the Tyre City brand, with these being split broadly equally between the two larger brands. The transition of the centres to their new brands has begun and will continue over the coming weeks.
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