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Blackcircles.com and Dmack agree exclusive UK supply partnership

British tyre manufacturer DMACK has agreed an exclusive UK supply partnership with leading online tyre retailer Blackcircles.com for its new passenger car tyre range. The partnership will see Blackcircles.com offering DMACK PCR products to its customers and retail partners from January 2015.

Best known for its motorsport activities and success in the FIA World Rally Championship, where the Drive DMACK team became WRC2 Teams World Champions this year, DMACK has been developing an exciting range of road tyres through 2013. Headed by the top-of-the-range Kinetic S high-performance tyre, DMACK's PCR offering is aimed at the mid-range market with the brand's motorsport legacy adding value for retailers and boosting confidence for consumers.

Blackcircles.com has led the online revolution and is firmly positioned as the UKs leading online tyre retailer. The business model combines a lean supply chain with state of the art online shop-front and the largest network of affiliated fitters in the UK. This combination ensures Blackcircles.com provides the largest range of quality tyres at the best prices with convenient fitting options. Customer service is at the core of Blackcircles.com with customers rating the service as excellent (5*) 90% of the time.

The partnership is uniquely synergistic with both companies seen as innovators in the traditional tyre industry. Blackcircles.com has created and driven the online tyre market, whilst also being at the forefront of ensuring that online providers provide market-beating prices and customer service. DMACK created a leading motorsport brand and is now using this performance heritage to market and promote a range of quality consumer products.

The partnership was revealed at Wales Rally GB, the final round of the FIA World Rally Championship (14-16 November), where the DMACK team cars carry prominent Blackcircles.com branding - the first of many opportunities for dual brand building. DMACK and Blackcircles.com's motorsport activities will become a key platform to ensure ongoing consumer marketing and to create opportunities for customer engagement and retailer rewards.

Dick Cormack, DMACK managing director, said: "By carefully selecting distribution and retail partners in key markets, DMACK has already introduced its road tyre range to some important territories. In Blackcircles.com we've found the perfect partner for the UK. The company embraces DMACK's ethos at all levels and understands our brand and retail aspirations. We believe Blackcircles.com innovative approach to consumer engagement and meticulous attention to customer service will reap rewards for DMACK."

Alastair Grier, Blackcircles.com commercial director, said: "We are delighted to join forces with DMACK as we continually strive to offer our customers the best quality products available. We are very selective in the partners we work with choosing only those with high integrity, innovation and who have a hunger to push the boundaries for the benefit of our most valued asset, our customers."