Wilcox Supply Inc. has renamed and rebranded its online store which sells tire supplies and tire equipment to tire retailers. The online business will be known as Tire Supply Network.

The online store launched earlier this year under a different name — Discount Tire Supply. And the company says four months into its operations it received a cease and desist letter from Reinalt-Thomas Corp. dba Discount Tire. The nation's largest tire dealer alleged trademark infringement and insisted the online business stop using the name, as well as its website domain.

Wilcox Supply says its legal counsel advised the company to comply with Discount Tire's request, "and so we have decided to start again with the name Tire Supply Network."

The company says its mission remains the same: "to provide our customers a one stop e-commerce solution that displays our entire catalog of products in an easy-to-navigate environment."

Tire Supply Network is a division of Wilcox Supply.

For more information, visit www.tiresupplynetwork.com.

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