Coker Group, the holding company which includes Coker Tire Co. Inc., is rebranding, and hoping its new name — Legendary Companies — helps it leap into the performance vehicle and late-model aftermarket sectors.
The new name applies to the larger holding company, and not its subsidiary Coker Tire Co. Inc., the Chattanooga, Tenn.-based supplier of collecter vehicle tires.
Legendary Companies says its new name is meant to "represent the breadth and scope of the current market segments while providing (it) with greater opportunities for future expansion into new sectors."
Wade Kawasaki, CEO and president of the newly named Legendary Companies, says, “We’re proud to announce our rebranding of Coker Group as Legendary Companies, and excited for this chance to expand Legendary Companies into diverse markets while remaining true to our core consumers. The naming was very intentional; we chose the word ‘Legendary’ because we see our diverse, vibrant enthusiast customer base as the real legends in our industry. Now with this change, we will be positioned to bring our direct to consumer expertise and global distribution model to enhance the efforts of the performance brands we personally use and admire."
The company says the fast-growing performance vehicle and late-model aftermarket sectors are expected to be "major targets" of future acquisitions for Legendary Companies and its private equity firm partner Iving Place Capital.
“We will continue to expand through the addition of top-tier companies and we respect the importance of maintaining the legacy and heritage of the amazing businesses that populate the aftermarket,“ says Irving Place Capital Co-Managing Partner Phil Carpenter. “Our capable leadership team is well prepared for future expansion. Both President and CEO Wade Kawasaki and Marketing Director Marla Moore bring decades of industry experience to the table and we trust their ability to identify companies with strong teams to join Legendary Companies.”