Oak Tyres outlines brand strategy in new Davanti era

Oak Tyres has undergone some dynamic changes this year as it adapts its business to a shifting wholesale landscape. The most radical of the company’s developments in 2015 has been the launch of its fully owned private brand Davanti, which Oak’s management most recently supported at CITExpo 2015 in Shanghai. To accommodate operations associated with the new brand, Oak Group Holdings was formed, with the Oak Tyres 100 per cent wholesale business now under this umbrella alongside Davanti Tyres, and promotional merchandise producer Davanti World. With the Davanti product designed as “an opportunity for margin”, in the words of general manager Larry Cross, Oak Tyres’ brand portfolio has increased its scope. Stating that “we have a very clear, defined brand strategy at Oak, which we have refined continuously over the past five years,” Peter Cross, commercial manager at Oak Tyres, told Tyres & Accessories a bit more about the company’s current outlook, and how the second tier “exclusive brand programmes” are offering customers the opportunity “to maximise their profits”.