Alliance to Discontinue Primus Brand in North America

Staff Writer |

Existing product, customer overlap cited; brand to still be sold outside U.S./Canada

RIPON, Wis. — Commercial laundry company Alliance Laundry Systems™ will no longer sell its Primus-branded equipment in the United States and Canada as of Nov. 1, the company reports. 

The brand will continue to be sold globally outside North America, says Alliance.

“Our decision to discontinue sales of Primus in North America was arrived at after significant research as well as evaluation by our executive team. While the brand offered differentiated products for this market, there was still significant overlap with our existing products and target customers,” says Rick Pyle, Alliance Laundry Systems president and chief commercial officer. 

“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 this market enables the company to sharpen its focus on the already strong reputations and brand awareness of its Speed Queen, UniMac and Huebsch brands.”

Alliance says it will continue to support installed Primus products through parts availability and its world-class service and support network.

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