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Telle Tire Adds Sixth Store, Begins Rebranding Strategy

Telle Tire & Auto Service Inc. has added its sixth retail store in the greater St Louis area with the acquisition of Safeway Tire & Auto in St. Charles, Mo.

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Telle Tire & Auto Service Inc. has added its sixth retail store in the greater St. Louis area with the acquisition of Safeway Tire & Auto in St. Charles, Mo.

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“This is a special year for the firm not only as we start a new chapter with are re-branding but we also are celebrating 75 years of excellent service to the St. Louis community.  I know my father, grand-father, and great grand-father would be so proud and happy of the success and growth this company has seen,” adds Aaron Telle, owner of Telle Tire.

This is the dealership’s second acquisition in four months – Telle Tire & Auto Service recently acquired Meyer’s Automotive’s St. Louis location.

Safeway Tire was founded in 1964, and second-generation owner Jay Moore and his partner Dennis Budde have operated the family business since 1985.

“This is a great addition to the Telle Tire family and we believe the culture of Safeway Tire fits nicely into our organization,” Telle Tire said.

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Telle Tire & Auto Centers is currently working on rebranding its stores by investing more $225,000 to create a cohesive message and look across its shops. Rebranding efforts include updating the logo and name, purchasing 12 complimentary loaner vehicles, updating interiors and exteriors, and creating a strong branding message. The tire dealership notes that sales have increased more than 375% through acquisition and organic growth.

“We are extremely excited about the future of this company and we will continue to look for great opportunities that align with our image and objectives,” Telle Tire said.

The deal officially closed on March 31, 2017 and terms of the deal were not disclosed.

Telle Tire was founded as a retreading business in 1942 by C. Arthur Telle Sr. and Dan Froesel. Today the business is operated by fourth-generation owner Aaron Telle.

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