Point S extends its North American network
Two developments have extended the Point S retail network’s presence in the North American market. Independent US tyre dealer network Tire Factory has joined Point S, while Canadian group Unimax – a member of Point S for the past two years – has elected to rebrand its network using the Point S corporate identity. Point S International operations manager Fabian Bouquet views both measures as a means of reaching the target of rolling out the Point S corporate identity in 600 retail points of sale throughout North America within four years.
Tire Factory has become the exclusive Point S licensee for the US market and is adopting Point S branding and signage at all outlets. Company CEO John Kreidel explains this decision: “Tire Factory is a well-known brand but using the Point S brand was compelling to our long term marketing strategy. Point S stands for Service Point and better reflects our local store’s brand for selling both tyres and automotive services.”
Unimax will replace its members’ Unipneu signage with the Point S corporate identity. “We are certain that our retailers will quickly see the advantages of operating under the Point S brand, and its market orientation, being linked to a world-renowned brand as well as one of the most experienced in the industry,” comments Unimax Tire president and CEO Bruno Leclair.
“The common decision of Unimax and Tire Factory to use the Point S trademark and corporate identity as exclusive retail banner in their respective networks is supporting a target I was sharing with both Bruno Leclair and John Kreidel to build up a leading North American Independent tyre retailer network,” stated Fabian Bouquet at the Unimax-Point S Canada annual convention on 28 May. “This is what we have achieved today. To consolidate our North American approach and develop new synergies we have opened the capital of our local headquarters, Point S North America, to both companies. We are also working on sharing common marketing programmes as well as a common supplier assortment supported by Point S International agreements with some vendors. Our main focus will be to support the retail business of our North American members by implementing a consistent sell-in and sell-out policy as well as using all the tools already available in our International trademark and business platform. Our development plan at mid-term is to implement the Point S CI in 600 retail points of sales, the harmonisation plan we have scheduled with Tire Factory and Unimax will allow us to achieve this target within four years.”