December 15, 2008

 

 

CONTACT:
Cara Bernosky
IMC Licensing
502.589.7655
cbernosky@imclicensing.com

 

 

Barry Bronson

Valvoline

859.357.7393

 

Luckey Dodge

HoseTechniques

310.328.2800.

luckey@HoseTechniques.com
 

 

 

IMC Licensing Announces

New Deal for Valvoline®

LOUISVILLE, KY – IMC Licensing, the nation's leading full-service licensing agency specializing in consumer product brands, announced today that it has negotiated a new licensing agreement for Valvoline, a division of Ashland Inc., to develop a line of OEM replacement hoses in both silicone and rubber. The licensee is Torrance, California-based HoseTechniques, a leading provider of quality products to the automotive aftermarket.

According to Cara Bernosky, IMC Licensing President and Co-Founder, “We are pleased to bring together Valvoline, a global leader in the marketing, distribution and production of quality branded automotive products and services, and innovative HoseTechniques to launch this line of replacement hoses with a national presence. We see great potential in leveraging the Valvoline brand’s already strong presence in the world of racing, the Do-It-For-Me channel and to their own Valvoline Instant Oil Change® centers, thus expanding the brand’s reach into replacement parts.”

Valvoline® products, found in over 100 countries around the world, include automotive lubricants, transmission fluids, gear oils, hydraulic lubricants, automotive chemicals, specialty products, greases and cooling system products. Valvoline also offers Eagle One® car care products for automotive cleaning and maintenance and operates Valvoline Instant Oil Change, the second largest quick-lube chain in the U.S.

Distribution channels for the OEM replacement silicone and rubber hoses will include automotive parts retailers, automotive catalogues and internet retailers, speed shops and car/part dealerships throughout the U.S. The product was introduced at the Performance Racing Industry (PRI) Tradeshow on in Orlando, Florida.

“This new product offers HoseTechniques a great opportunity to leverage the Valvoline brand’s awareness and current target of the Do-It-Yourself (DIY) auto enthusiasts,” said Luckey Dodge, VP / R&D at HoseTechniques.

“Additional licensed products may range from maintenance products to tools and garage accessories,” added Kim Steadman, Licensing Manager for IMC Licensing.

 

ABOUT IMC LICENSING

IMC Licensing leads the industry with its focused and innovative approach to brand-building through licensing. We turn the world’s best consumer product brands into great new consumer products.

In addition to Valvoline, IMC Licensing represents Kraft Foods, Wm. Wrigley Jr. Co. and Lenox among others. For more information, please visit www.imclicensing.com.

 

ABOUT VALVOLINE

Valvoline, a business of Ashland Inc. (NYSE: ASH), has been serving American motorists longer than any other motor oil marketer and is a leading innovator and supplier of quality, high-performing automotive and industrial products in more than 100 countries. Best known for its lubricants, Valvoline also markets Eagle One® appearance products, Car Brite® car restoration products, Zerex® antifreeze, SynPower® performance products, Pyroil® automotive chemicals and MaxLife® products created for higher-mileage engines. Valvoline also has a stake in the quick-lube market with its Valvoline Instant Oil Change® unit. For more information, please visit www.valvoline.com.

 

ABOUT HOSETECHNIQUES

Being in the import/domestic automotive aftermarket industry for over 30 years, and assisting in the founding of companies such as HKS and TRD, HoseTechniques is no stranger to bringing the highest quality products to the automotive aftermarket at competitive prices. For more information, please visit www.hosetechniques.com.