Jonathan West, the company’s founder and Chairman, addressed staff, main suppliers and industry leaders who are invited to preview the new strategy and new look at a reception at Wycombe Wanderer’s.
The new look consists of a radical new corporate livery together with a new strapline ‘High Performance Delivery’ and the introduction of the ‘Broadway B’, configured from two tyre images. Most strikingly, the company’s fleet of 40 vehicles will be covered with an all-over wrap featuring some specially commissioned photography.
Broadway Tyres has invested over £150,000 into the rebranding, believing it is a natural progression for the £25 million annual turnover company, which is looking to increase its share of the South East’s tyre market to 20 per cent over the next two years, by extending its deliveries, with an enlarged fleet and improved storage facilities at its depots.
“We pride ourselves on our ability to continually set the benchmark of the tyre distribution industry. The new identity is impactful and professional and, I believe, reflects where the business is today and where we are heading in the future,” said Jonathan West.
Established in 1991, Broadway started life as a 13-man business with just £50,000 worth of stock. Today the company enjoys a 13 per cent share of the South East Tyre market, selling 600,000 tyres per year, and employs 100 staff at its three depots in Watford and High Wycombe. Seventy van runs are operated daily, delivering to 650 different points in London and the South East.
In the past sixteen years, the company has built its reputation on the breadth and depth of its stock, offering a huge selection of branded and own label products, as well as availability and it renowned service ethos.
Innovative operations Broadway Tyres runs include: same day delivery service in high demand areas, track day support for a number of car manufacturers, implants working within high profile car dealer groups and extranets for its larger customers so that they can view stock and place orders online.
In 1998, the company joined forces with a number of other independents in the UK to form the buying and marketing company Group Tyre (UK) Ltd, the largest independent tyre wholesaler in the UK. With an annual turnover of £250 million, Group supplies over 15 per cent of the country’s tyre stock, selling 4.2 million tyres per year across the UK.
‘Group’ has made great inroads into the procurement of tyres, batteries and accessories, enabling Broadway to remain competitive, grow share and compete with the larger wholesalers on level terms. Recent wins include Porsche GB, Sytner UK and BMW GB.
Broadway Tyres’ new identity was designed by Band a corporate design consultancy based in London’s West End. The new look will appear on its vans, depots, team uniforms and stationery, as well as on its updated Web site and intranet.
