Westin enters ‘Unique’ partnership

Nov 2, 2012

Sturgis, Mich.-based Unique Truck Accessories, a manufacturer of aluminum truck toolboxes for professional contractors, has entered into a strategic marketing and distribution partnership with San Dimas, Calif.-based Westin Automotive.

Westin Automotive, an automotive accessory manufacturer, and Unique Truck Accessories will merge their sales, marketing, distribution and customer service functions through the new partnership. The alliance will vastly improve costs and logistics to both North American and International customers for Unique’s Brute brand commercial tool box line, according to a press release from both companies.

“With an exclusive territory agreement and continuing to sell directly to our current distributors and legacy customers, we will be able to maintain our brand”, said Greg Chamberlain, vice president of operations at Unique. “The alliance will provide us with the opportunity to advance and diversify our manufacturing process.”

Westin will co-brand the Brute, which will be known as the Westin-Brute. The Westin-Brute products will be exclusively marketed to warehouse distributors by Westin in territories not currently serviced by Unique Truck Accessories due to high logistic costs, the release stated.

The partnership will also encourage warehouse distributers to “test drive” the Brute product line without a huge upfront investment, said Chris Rosenberg, national sales manager at Unique.

“Brute is a complete professional-grade aluminum tool box program that compliments Westin’s commercial truck accessory products,” said Bob West, Westin’s executive vice president. “We are proud to add the Brute name to our Westin family of brands: Westin, Wade, T-Max and Fey.”