The companies expect to begin selling the Cummins-branded products in the first quarter of 2022.
This long-term agreement will cover many DAS products, including apparel, power equipment (inverters and jump starts), communications gear, safety apparel, tools, and travel accessories.
According to Michael Abel, president and CEO of DAS, this will provide both companies, who have a shared focus when it comes to quality and brand building, the opportunity to leverage the wide assortment of licenses to reach broader audiences together.
“This is an outstanding opportunity for DAS, especially with a trusted global brand such as Cummins,” Abel said. “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.”
This agreement covers both exclusive and non-exclusive categories, the companies said. The DAS products in the exclusive category gives DAS exclusive rights to display the Cummins name on Cummins branded products.
“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,” said Carole Casto, vice president of marketing and communications. “DAS’ unique distribution channels enable us to more easily provide customers, fans and enthusiasts across North America with access to Cummins-branded products.”
Sales channels will include eCommerce 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.