Retail

Telle Tire Hits Double Digits With 10 Stores

Posted on April 18, 2019

Telle Tire & Auto Service Inc. has acquired its 10th location, and owner Aaron Telle says his tire dealership will spend 2019 improving operations, creating and implementing a new point-of-sale system and adjusting to the company's new five-day workweek.

Telle Tire has acquired its 10th store. The Eureka, Mo., location joins eight others across the St. Louis metro area.
Telle Tire has acquired its 10th store. The Eureka, Mo., location joins eight others across the St. Louis metro area.
The company, dba Telle Tire & Auto Centers, finished 2018 with its fourth acquisition. Telle Tire bought Assured Automotive in Eureka, Mo., in December 2018.

Telle, a fourth generation tire dealer, is the CEO and president of Telle Tire. He says the Eureka acquisition is similar to previous purchases. The store has been rebranded as Telle Tire and has undergone a renovation that includes a new waiting room with modern furniture and wireless work stations. Customers have access to a refrigerator full of free water and soft drinks, plus fresh fruit and snacks. Service bays have been updated with new equipment to add tire services and continue the previously available automotive repairs.

All of that came after Telle Tire was ranked the 17th fastest growing company in St. Louis by the St. Louis Business Journal in 2017. In 2011 Telle Tire had a single location and seven employees. It now has 10 stores and 76 employees.

2018: Growth and a focus on customer service

Last year, Telle Tire's focus was on expanding its footprint — the company moved outside of the St. Louis metro area with its acquisition of Kwik Kar & Lube in Jefferson City. But throughout the year Telle Tire also worked to provide top notch customer service with convenient options for consumers.

Convenience comes in the form of valet car service and complimentary loaner cars. Telle Tire owns 14 loaner cars and is purchasing four more in 2019 "to continue to meet customers’ everyday convenience needs."

Telle Tire also offers the ability to book appointments online, and with digital inspections and valet service, customers can be informed of their car's needs and make decisions from any location.

2019: The year of the employee

As of Jan. 1, 2019, Telle Tire has changed its business hours in its stores in the greater St. Louis market. Stores are open only Monday through Friday so employees can spend time with their families and friends.

Telle Tire is expanding, but also investing in its existing stores. The Bridgeton, Mo., store was renovated. Aaron Telle says he wants customers to expect a modern look and amenities plus free drinks, fruit and snacks.
Telle Tire is expanding, but also investing in its existing stores. The Bridgeton, Mo., store was renovated. Aaron Telle says he wants customers to expect a modern look and amenities plus free drinks, fruit and snacks.
"In addition to providing top of the line services for their customers, Telle Tire has a lot of pride in its small business culture, specifically listening to the interests of their associates," Telle says. "The decision to close stores on weekends was the result of an employee survey, with an overwhelming majority identifying weekends off as a huge benefit within the industry.

“This company is built on years of people dedicated to providing the best service and best products; having that extra day to rejuvenate has been greatly appreciated by all and we offer cutting edge convenience to make it easy for our customers to do the same.”

Telle says he's excited about the talent and experience in the company's employee ranks, and he's open to leveraging their ideas while "making culture a key focus to drive future success."

What's next?

In 2019 the company will focus on improving processes and operations before making additional acquisitions. Among the projects in the works is the development of a new POS system with Tire Gurus. The company expects the fall rollout to result in increased administrative efficiencies.

Aaron Telle is among the young leaders featured in On the Rise. Do you know an under-40 leader in the industry that Modern Tire Dealer needs to meet? Nominate them.

Telle says, “We recognize the potential challenges in quick growth and are excited to spend 2019 focused on deepening our values through our culture and ensuring our business operations fully leverage the synergies and talent within the company prior to further expansion in 2020.”

Related Topics: Aaron Telle, acquisitions, new stores, On the Rise, Renovated Stores, retail, St. Louis, Telle Tire & Auto Service Inc.

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