Blackcircles and Dmack agree exclusive UK supply partnership

Monday 10th November 2014 | 0 Comments

Exclusive UK distribution partner Blackcircles will feature heavily on the Drive Dmack WRC car at Wales Rally GB, where the brand celebrates its 50th event
Exclusive UK distribution partner Blackcircles will feature heavily on the Drive Dmack WRC car at Wales Rally GB, where the brand celebrates its 50th event

British tyre brand Dmack has agreed an exclusive UK supply partnership with for its passenger car tyre range. The online tyre retailer will offer Dmack PCR products to its customers and retail partners from January 2015. The deal has been in the making for a few months; having participated in 49 World Rally Championship events since it burst onto the international stage, winning accreditation in September 2010, Dmack has developed passenger car and commercial vehicle ranges for global markets. Manufactured by Shandong Yongtai, with British moulds and R&D, managing director Dick Cormack told Tyres & Accessories in April that the brand would compete as an aspirational mid-range brand, and would seek “the right partners” to achieve this. In Blackcircles – themselves in a period of business expansion – Dmack’s management believes they have found the right partner in their home territory.

Dmack says of Blackcircles that it “led the online revolution and is firmly positioned as the UKs leading online tyre retailer,” continuing that its business model “combines a lean supply chain with state of the art online shop-front and the largest network of affiliated fitters in the UK.” Dmack also cited the online retailer’s wide range and excellent customer survey results (five stars are awarded 90 per cent of the time).

Clearly, this is what Dmack sales director Greg Graham had in mind, when he told Tyres & Accessories in April: “We need to be in partnership with the right people; the people who understand that principle. Our search is on at the moment to find people who understand where we are – we’re not going to be able to go in and sell them 200 sizes at the moment. They have to accept where we are, what we’ve done to get to this stage, and want to come on board with us. We’re not looking for customers, we’re looking for long-term partners.”

The partnership is described as “uniquely synergistic” by Dmack given both companies’ innovations. Blackcircles has created and driven the online tyre market, whilst also being at the forefront of ensuring that online providers provide market-beating prices and customer service. Dmack created a motorsport brand to compete at the top level of motorsport, its Drive Dmack team became WRC2 Teams World Champions this year, and is now using this to market and promote a range of quality consumer products.

Mid-range ambitions

Dmack’s range of road tyres is headed by the top-of-the-range Kinetic S high performance tyre, with the brand offered at the mid-range market; an ambitious proposition, being new to the consumer market. Dmack – and now Blackcircles – will trade on motorsport legacy, which they say will add value for retailers and boost the confidence of consumers.

The partnership’s launch has been timed to coincide with Wales Rally GB, the final round of the FIA World Rally Championship (14-16 Nov), where the Dmack team cars carry prominent Blackcircles branding – the first of many opportunities for dual brand building. Dmack and Blackcircles’ motorsport activities will become a key platform to ensure ongoing consumer marketing and to create opportunities for customer engagement and retailer rewards.

Dick Cormack, Dmack managing director, said: “By carefully selecting distribution and retail partners in key markets, Dmack has already introduced its road tyre range to some important territories. In we’ve found the perfect partner for the UK. The company embraces DMACK’s ethos at all levels and understands our brand and retail aspirations. We believe’s innovative approach to consumer engagement and meticulous attention to customer service will reap rewards for DMACK.”

Alastair Grier, Blackcircles commercial director, said: “We are delighted to join forces with Dmack as we continually strive to offer our customers the best quality products available. We are very selective in the partners we work with choosing only those with high integrity, innovation and who have a hunger to push the boundaries for the benefit of our most valued asset, our customers.”

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Category: Company News, Motorsport, UK News