Cummins Inc. and DAS Companies announced Monday they have entered into a licensing agreement to sell Cummins branded DAS products in retail marketplaces throughout the United States and Canada.
The companies state they are combining the Cummins promise of innovation and dependability and DAS' extensive portfolio of more than 12,000 products serving the on-the-go lifestyle to reach a broad retail audience. The companies expect to begin selling the Cummins-branded products in the first quarter of 2022.
Michael Abel, president and CEO of DAS, says the new agreement will provide both companies the opportunity to leverage the wide assortment of licenses to reach broader audiences together.
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"This is an outstanding opportunity for DAS, especially with a trusted global brand such as Cummins," he says. "This agreement will enable even more on-the-go consumers to try our travel products and mobile electronics — products that add safety, convenience, comfort, and leisure to life on the road."
DAS says the long-term agreement will cover many DAS products, including apparel, power equipment (inverters and jump starts), communications gear, safety apparel, tools, and travel accessories. The licensing agreement also covers both exclusive and non-exclusive categories. The DAS products in the exclusive category gives DAS exclusive rights to display the Cummins name on Cummins branded products, the companies say.
"We're thrilled about our partnership with DAS and the opportunities it provides us to expand the brand and build brand loyalty to a larger public audience," says Carole Casto, vice president, marketing and communications, Cummins. "DAS's unique distribution channels enable us to more easily provide customers, fans and enthusiasts across North America with access to Cummins-branded products."
DAS Companies is a full-service marketing and supply chain portfolio company. It designs, imports, and distributes truck and auto supplies, travel gear, and mobile electronics that offer safety, convenience, comfort, and connectedness to on-the-go consumers. Sales channels will include e-commerce sites in the U.S. and Canada, many of which are affiliated with truck stops/travel centers and gas stations. Additional sales channels will include home centers, automotive retailers, U.S. Military exchanges, marine suppliers and distributors, marinas, and other major retailers, the companies note.