Michelin opens second retail store

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Michelin North America Inc. has opened its second retail store, this one at the Westgate Mall in Spartanburg, S.C.


The company's retail merchandising operations were launched last year with the opening of Michelin on Main in Greenville, S.C., and, the company’s online merchandising Web site (see "Michelin will sell branded products -- but not tires -- at Michelin on Main," March 8, 2007).


On hand for the ribbon cutting ceremony was Spartanburg Mayor Bill Barnett; Jim Micali, chairman and president, Michelin North America; Parmeet Grover, Michelin brand director; and Jeff Jacobs, director of Michelin identity merchandise.


“Michelin offers consumers a brand that has a unique combination of heritage and vision for the future,” says Jacobs. “We are excited to open ShopMichelin in Spartanburg where Michelin already has a presence. While Michelin on Main located in downtown Greenville is Michelin’s first retail shop, it also serves as a destination location where consumers can fully experience the Michelin brand. Here at ShopMichelin, located in the Westgate Mall, the store will be more of what you might expect in a mall environment with the merchandise being key.”

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