R&B Changes Name To Dorman Products

Jason Sandefur

R&B Inc. is changing its name to Dorman Products Inc.
“The change from R&B Inc. to Dorman Products Inc. will present a sharper image of the company and strengthen its corporate identity by connecting it directly to the company”s strongest brand,” R&B said in a press release.
R&B”s board of directors and shareholders approved the change. R&B also updated its web domain to dormanproducts.com and its NASDAQ trading symbol from “RBIN” to “DORM.”
CEO Richard Berman said the move should make R&B parts easier to “find, source, and sell to our customers” through consistent packaging, cataloging and advertising.
In November 2005, R&B launched its “Dorman – New Since 1918” marketing campaign and repositioned its brands under a single corporate umbrella – Dorman. All products are now sold under one of seven Dorman sub-brands. General automotive fasteners are offered under its Auto Grade sub-brand.
“Our corporate tag line, “New Since 1918,” reinforces our commitment to bringing new products, new solutions, and new opportunities to both the automotive and home hardware segments,” explained Berman.
R&B, which has revenue of $278 million, purchased Dorman Products in 1994. �2006 FastenerNews.com