Love’s introduces new brand for traveling gear

Traverse Travel Gear is designed to offer a mix of road trip essentials and pieces to maximize comfort while on the go.

Love’s Travel Stops is launching Traverse Travel Gear, a new private brand designed to be a mix of road trip essentials and pieces for travelers. 

The initial product offering includes a neck pillow, a traditional-sized blanket and a smaller, lightweight throw blanket. Customers can shop Traverse Travel Gear products now in 450 stores nationwide. These products were curated based on customer feedback and demand to get them back on the road quickly and comfortably. 

“Our customers recognize Love's as the heart of the highway and look to us for premium alternatives at a value. We’re proud to make our products available to customers as they traverse our network of 600-plus stores nationwide,” said Eddie Burt, chief supply chain officer at Love’s.

Additional products will be rolled out over the coming months and Traverse Pro Series, which includes tactical flashlights and cooling gel seat cushions, which will be available during Driver Appreciation Month in September.

The private brand strategy has been a prominent part of Love’s merchandise playbook and includes more than 400 private label products. In 2018, the company launched oil products for Musket Corporation and have since expanded to include brands such as Amarillo Supply Co. and Mobile To Go.