BRK’s First Alert

consumer brand name licensed
 - 
Wednesday, October 1, 2003

Company to boost stock price to meet listing rules

CLEARWATER, Fla. - A maker of consumer electrical safety products has licensed the First Alert brand name to private label its lines of shock-resistant, anti-power surge products.

Technology Research Corp., maker of The Fire Shield, Shock Shield and Electra Shield line of products, will use the popular brand name, known for smoke and fire alarms, fire extinguishers and carbon monoxide detectors, in conjunction with TRC’s existing lines names, said Rick O’Neal, vice president of FireShield sales and marketing for TRC.

The licensing agreement for the First Alert brand, signed between TRC and Aurora-Ill.-based BRK brands, who manufactures the First Alert products, encompasses TRC’s three product families. TRC will market the co-branded electrical safety and surge protector products to retailers that serve both the consumer and small business markets.

“We will be showing all three families to all the major retailers,” O’Neal said. “The way the deal is structured we have the ability to use our own brand name as well as the First Alert name if it’s the preference of the retailer.”

For now, TRC will use the brand name strictly in a retail setting in the hopes of garnering both consumer transactions and that of such growing groups as general contractors and others in the building community using home improvement warehouses for their supply needs, O’Neal said.

“Both ourselves and First Alert are looking at ways that we can work together to enhance both of our businesses,” he said, but declined to name any further opportunities between the two companies.

Company officials at BRK Brands could not be reached for comment, but in a release said that electrical safety is an important concern and TRC and its products are in line with the expectations of the First Alert customer base.

“We are always looking for strategic partnerships that allow us to better serve our customers,” said Mark Costello, senior vice president of sales and marketing at BRK Brands Inc.