Premium tie-down maker enters the U.S. via LeMans

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This article is adapted from “Parts Unlimited/Drag Specialties NVP trade show: 82 vendor reports.”

Too often people spend $20,000 on a motorcycle just to damage it by using cheap straps while transporting it. Dealers interested in stocking premium tie-downs were recently given another option when LeMans started carrying Steadymate products.

The high-end brand is owned by Kinedyne Corp., a company that has been supplying cargo control products to the trucking industry for more than 40 years. Founded in New Jersey, Kinedyne also has offices and factories in Canada, Mexico and China. Steadymate products have been available in Canada for about six years, but the company division just recently entered the U.S. through an exclusive agreement with LeMans.

“There are thousands of vendors out there that make just cheap tie-downs that you can buy a four-pack of at Wal-Mart for $10. That’s not who we are,” Steadymate’s Dorothy Creighton told Dealernews. “We have quality control. We manufacture all our own products.”

Steadymate even owns looms to make its own webbing. Creighton said that quality is greatly enhanced when all components are made to work together. Take cam buckles, for example. She said other manufacturers often buy an S hook, some strap and a cam buckle, then sew them all together. The result usually doesn’t work well, giving people who use them the impression that cam buckles in general don’t work well. “People say, ‘I won’t use cam buckles because they slip,’ Creighton said. “Well, our cam buckle is designed to work with a certain type of webbing. If you have the right number of teeth and the right number of stitches, it will work properly. We make sure that that cam buckle works with that webbing. We’re not looking to make the cheapest product; we’re looking to make the safest and the one that’s going to last.

”Everything we do is corrosion-resistant,” Creighton added. “It’s not like you’re going to buy a strap where the rubber coating [on its metal components] is going to peel off, and everything rusts.”

Steadymate also does its own strength testing and cycle testing. All its tie-downs are tagged with a working load limit, not a breaking strength, because most people don’t know that the working load limit is only one-third of the breaking strength. Said Creighton: “If we had a tag that said, for example, 2,500 lb. breaking strength, people would be under the assumption that they could tie something down that’s just under that weight.” A lot of accidents happen because of other brands’ confusing labels, she said.

Steadymate offers premium marketing support to go along with its premium products. Its bright, flashy POP display has won marketing awards. This silent salesperson explains the entire product line and allows customers to see and feel each option. All the tie-down boxes are color-coordinated, so it’s easy for employees to keep them in their proper areas. Employees also know when to reorder. The display is free when dealers order enough product to fill it: $724.90 dealer cost with a potential retail value in excess of $1,100. The display comes fully assembled on a skid. Dealers only need to insert the products. Through Dec. 31, shipping is free, and dealers will receive a free Steadymate Cargo Bar (a $25 value) for a pickup truck.

Steadymate sells more than just tie-downs. A new portable wheel chock, for example, allows the user to transfer it from trailer to garage and back again. It doesn’t have to be permanently installed because it has rubber feet that grip into the floor of whatever material. The chock also comes with hardware for people who do want to install the chock. All the components are separated by Styrofoam in a box completely covered with marketing materials for not only the chock, but the other Steadymate product lines.

Visit www.steadymate.com to see all the company’s offerings, including a wide selection of securement points, track and accessories.