AlloyGator Ltd, UK designer and manufacturer of the patented alloy wheel protection system “AlloyGator” has expanded into new premises as it continues to grow its reach globally.
The business has moved from Studley to a 6,796 sq ft warehouse and office space unit at 61 Heming Road, Redditch, with the help of property agents John Truslove and is currently looking to add to its 15-strong workforce by recruiting local talent.
Since trading commenced in March 2010, sales revenue has doubled year on year with a key deal being signed very recently worth an additional £10 million over the next five years for supply to the US market.
The product is stocked in around 400 outlets across the UK and the business has established distributors in more than 25 countries including the US, Canada, Australia, South Africa, Germany, Indonesia and the United Arab Emirates. There are multiple patents worldwide.
A family concern, it is headed by managing director Curt Rathbone and his father Chris, research and development director.
The idea came to Curt, then in the packing business, when he scuffed the alloy wheels on his company car and began researching the sector.
After discussing the need for such a product with his father, together, they came up with the design in 2005.
Some five years later after extensive development and testing, they took the product to market – some 80 per cent of vehicles manufactured today have alloy wheels.
The system, which vastly reduces the risk of wheel damage, was named Auto Express “Best Product of the Year” in 2013 after beating 750 other products.
Made of super tough nylon, giving superior protection in all conditions, AlloyGator will extend the life of alloy wheels, saving time and money on expensive repairs. The system is technically proven, and has undergone a rigorous MIRA testing and development process.
The AlloyGator sits between the alloy wheel and the tyre, not only protecting the alloy wheel but also enhancing its appearance – the system is available in 12 different colours, black, silver and graphite grey for discreet protection or red, blue, yellow, pink, purple, green, orange, white and glow in the dark to add styling to the alloy.
Curt Rathbone said: “We like to think we are quite a success story locally.
“We are constantly adding new UK fitting partners and overseas distributors while continuing to retail direct via our website. The move to Heming Road on Washford Industrial Estate is part of continued expansion.
“The profile itself is injection moulded in Oldham using our tooling. While we don’t actually manufacture the profiles on site, we do process all components and pack the final product in our warehouse.
“We also use several Redditch-based companies for the manufacture and supply of various component parts.”
Ben Truslove, a director of John Truslove, said: “It is a remarkable company which has spotted a niche opportunity and gone for it. It is a classic case of British expertise, R&D and product design paying off in a big way. As a country we remain brilliant at innovation.”
Endorsed by motoring writer and TV presenter Quentin Willson, a set of four AlloyGators retails at £59.94 and comes in a range of colours.
AlloyGator has taken the new premises on a seven year lease.