Not necessarily!
Mastercraft tires are made by Cooper, and it is entirely possible that those crappy Falls tires were also made by Cooper.
I doubt if the Falls brand existed just for one medium-size tire shop in NJ.
Maybe whoever marketed those tires made sure that they were “exclusive” in certain regions/certain states. Even though I never saw Falls tires anywhere in NJ except for Amalfe’s shop, maybe I would have found that brand at a tire store in a different state, where it would have been their “exclusive house brand”.