CHATTANOOGA, Tenn.—Collector car tire and wheel distributor Coker Group is rebranding itself as "Legendary Companies," an identity meant to provide the Chattanooga-based group with greater opportunities for growth and diversification.
The rebranding will help position the group and its private-equity partner, Irving Place Capital, to take advantage of growth opportunities, particularly in the fast-growing performance vehicle and late-model aftermarket sectors, the company said.
The use of the word "Legendary" as a corporate identity positions the group to "bring our direct-to-consumer expertise and global distribution model to enhance the efforts of the performance brands we personally use and admire," President and CEO Wade Kawasaki said.
"We're … excited for this chance to expand Legendary Companies into diverse markets while remaining true to our core consumers."
The holding company comprises a number of businesses focused on the collector car and motorcycle market, including Coker Tire, Wheel Vintiques, Universal Vintage Tire, Phoenix Race Tires, Specialty Wheel and Roadster Wire Wheel.