Alliance Laundry to Discontinue Primus Brand in North America
(May, 2018) Alliance Laundry Systems of Ripon, Wisconsin recently announced that it will no longer sell Primus-branded equipment in the United States and Canada as of November 1. The brand will continue to be sold globally outside North America.
Rick Pyle, Alliance Laundry Systems president and chief commercial officer, says the decision to discontinue Primus sales in North America came after “significant research” as well as evaluation by Alliance’s executive team.
“While the brand offered differentiated products for this market, there was still significant overlap with our existing products and target customers,” Pyle says. “We are appreciative of those distributors who have worked with us with the Primus brand and will work through a thoughtful transition with them.”
Eliminating the Primus brand in the North American market enables Alliance to sharpen its focus on the already strong reputations and brand awareness of its Speed Queen, Huebsch and UniMac brands, he adds. Alliance will continue to support installed Primus products through parts availability and its world-class service and support network.