Today, we’re thrilled to sit down with Milena Traikovich, a powerhouse in the tire industry and automotive aftermarket distribution. With her extensive background in analytics, performance optimization, and lead generation, Milena has been instrumental in helping businesses craft campaigns that nurture high-quality leads. As a Demand Gen expert, she brings a wealth of insights into market trends, product launches, and strategic growth in a competitive landscape. In this conversation, we dive into topics like regional expansion strategies, innovative product introductions, evolving market dynamics, and the importance of branding and partnerships in driving business success.
How has expanding warehousing capabilities shaped business growth in key regions like the Pacific Northwest?
Expanding our footprint with a new warehouse in Portland has been a game-changer for us in the Pacific Northwest. Moving from a smaller space to a 98,000-square-foot facility at the start of 2025 allowed us to triple our revenue in that market within just a few months. We’ve scaled up our team and boosted service frequency—now delivering to Seattle daily instead of just twice a week. This kind of infrastructure investment directly translates to better customer reach and stronger market presence in the region.
What are the strategic benefits of opening a new facility in Orlando, and how will it impact service efficiency in Florida?
The Orlando facility is a critical step for us in Florida. While we’ve been servicing that market out of Tampa, it’s been far from efficient. Once the Orlando warehouse is fully operational—hopefully by late November or early December 2025—it’ll streamline our logistics. We’ll be able to cover new areas further north and south along Florida’s eastern side, while freeing up Tampa to focus on its own expanded service area. It’s all about optimizing routes and getting closer to our customers for faster, more cost-effective delivery.
Can you share what sets your recent tire product launches apart in today’s competitive market?
We’ve rolled out some exciting products this year that really cater to diverse needs. Take the GripIt XT extreme all-terrain tire—it’s built for rugged performance with a design that stands out both on and off the road. Then there’s the EV-ready Kurrent, a premium touring tire now available in full sizing after a phased launch, which has been getting great feedback for its adaptability to electric vehicles. We’ve also introduced the Jefe HTL+ for heavy-duty light trucks, offering robust 10- and 12-ply ratings, and the RoadHunter line for CUVs and SUVs with 53 sizes to cover a wide range of vehicles. Each product is crafted with specific customer demands in mind, ensuring we’re not just selling tires but solving real problems.
How have additions like the Yokohama and Falken lines enhanced your portfolio and customer offerings?
Bringing in Yokohama and Falken to our portfolio has been a fantastic complement to our existing lineup. These brands add depth to our range, offering premium options that appeal to a broader customer base. The response has been overwhelmingly positive—customers appreciate the variety and trust these established names alongside our own products. It’s allowed us to cater to different price points and performance needs, strengthening our position as a one-stop solution in the market.
What’s your take on the current trends and challenges in the U.S. consumer tire market?
The U.S. tire market has seen its share of ups and downs recently, especially with tariffs creating some hesitation among distributors. Initially, there was a lull in ordering as folks adjusted, but we’re seeing a return to normalcy now that it’s clear these tariffs aren’t going away anytime soon. For us, we never paused—having been through similar situations in the past, we know the importance of keeping the supply chain moving. Tires are a necessity, not a luxury. Economic slowdowns happen, but with the right capital and storage capacity, you can weather the storm. The market is stabilizing, and we’re focused on staying consistent for our customers.
How do marketing initiatives and partnerships play a role in building a lifestyle brand around your products?
Marketing is at the heart of transforming our brand into a lifestyle, not just a product. We’re heavily invested in both digital and grassroots efforts—think car shows, sponsorships, and direct consumer engagement events. In key areas like Florida and the Pacific Northwest, we’re partnering with national promoters to host events where enthusiasts can interact with our brand firsthand. These activations aren’t just about visibility; they drive business to our retail partners by creating buzz and loyalty. It’s about making sure consumers see us as more than a tire company—we’re part of their passion and lifestyle.
What’s your forecast for the future of the tire industry, especially with ongoing innovations and market shifts?
Looking ahead, I think the tire industry is poised for exciting changes, driven by innovation and evolving consumer needs. We’re already seeing a push toward specialized products like EV-ready tires, and that’s only going to grow as electric vehicles become more mainstream. Sustainability will also be a big focus—think eco-friendly materials and longer-lasting designs. On the distribution side, consolidation at both retail and wholesale levels will continue, but it creates opportunities for companies like ours to partner strategically and carve out unique spaces. I’m optimistic we’ll see more tech-driven solutions, from product development to customer engagement, shaping a dynamic and competitive market in the coming years.
