BLOOMINGDALE, Ill.—Bridgestone Retail Operations L.L.C. is adding the Toyo Extensa A/S and H/P tire lines to the product portfolio at its 1,700 Firestone Complete Auto Care locations in the U.S.
Starting in early October, the Bridgestone retail network will carry 62 sizes of the Extensa A/S and H/P lines at its Firestone company retail stores, which Bridgestone said serve 22 million customers annually.
The deal with Toyo Tire U.S.A. Corp. is non-exclusive, the two companies said. Bridgestone described Toyo as the logical choice for the retail chain's move to add a complementary brand.
Bridgestone Retail President Stu Crum called the Toyo lines a “great fit for us and the diverse set of customers we serve. Providing them with the best variety and value is a focus for us, so when we made the decision to extend our product line, Toyo was the logical choice for a supplier.
“We know their products and service meet our high standards and offer a solid value for consumers, and their operational model is one that is aligned with our own.”
Bridgestone said it will support the product introductions by a comprehensive “consumer-facing marketing and in-store point-of-sale” promotions program along with employee training and education.