Belle Tire opens 90th retail location

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Belle Tire opens 90th retail location

Belle Tire Distributors Inc. has opened its 90th retail location at 614 E. Chicago Road in Coldwater, Mich.

The new 10,000-square-foot location includes 10 service bays, two full-alignment pits and a mezzanine warehouse built to hold more than 3,000 tires.

The company says approximately 16 to 20 team members will deliver a personalized customer experience to match its products and automotive services.

“We’re excited to be a part of the Coldwater community and offer the lowest tire prices in town,” says Jeff Kruse, senior vice president of retail operations. “Guests can get some of the best tires on the market and the services they need without breaking the bank.”

The company says the Coldwater location’s priority is the value of its guests’ time and building a relationship with the Belle Tire brand. The new in-store design includes pods – instead of the traditional counter – where guests can engage one-on-one with a Belle Tire expert about their vehicle. 

In addition, the redesign includes an open, welcoming waiting area that features amenities like a flat screen TV, a coffee bar and a workspace that allows customers to stay connected. 

Wayne Shotwell, Belle Tire’s vice president of logistics and asset management, says the new store introduces the company “in an impactful way” to the Coldwater area. “We will be able to offer our customers a variety of automotive tire repair and service options while giving them the sort of personalized experience they expect from their retailers.”

James Lambrich, a nine-year employee of Belle Tire, will lead the new location as the store manager along with 16 to 20 residents from the area. The new team members join more than 1,800 Belle Tire employees at locations in Michigan and Ohio.

Jim Peterson, vice president of human resources, says Belle Tire will continue to invest in training programs that provide employees with opportunities for career advancement. “Many of our current store managers began their careers with us in entry level positions such as tire technicians.”

Belle Tire is eighth on the Modern Tire Dealer 100 list with 93 retail and commercial outlets. For more information about Belle Tire, visit

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