The Wheel Specialist, the UK’s premier specialist in alloy wheel refurbishment, has opened premises employing industry-leading refurbishment technology in Ashmount Business Park, Llansamlet, Swansea. The Wheel Specialist–Swansea worked closely with the agent Cooke & Arkwright, acting for the landlord, Hermes Real Estate Management, to secure suitable premises in the heart of the Swansea Enterprise Zone. The requirement was for an ideal mix of industrial and retail business units which would attract a wide variety of private and trade customers.
Managing Director, Mark Allcott said, “The response within the first few weeks has been extremely encouraging and busier than we had anticipated. We have been fully booked with private motorists and trade customers, with repeat orders being booked daily. The location, close to the links with junctions 44 and 45 of the M4, was always critical to the success of this business and the agents worked hard to find us the right unit.”
Jeremy Symons of Cooke & Arkwright confirmed that it was well located. “This is a high quality unit benefiting from a good volume of passing industrial and retail traffic,” he said. “Numerous vehicle showrooms for all the major motoring manufacturers are all represented in the area, as well as the DVLA, Tesco, ASDA, Aldi and Selco. Ashmount continues to be one of the best locations on the Enterprise Park.”
The Wheel Specialist was first established in Birmingham 25 years ago and became a franchised business in 2002. The Swansea branch is the 13th to open in the UK and the second in South Wales, with a well-established branch in Cwmbran serving the Cardiff and Newport areas.
After retiring from his 34 year career as a store manager for Tesco and wanting a change of direction, Mr Allcott looked at a number of franchise opportunities. He decided that The Wheel Specialist presented the best option for him to indulge his passion for motor vehicles at the same time as establishing a business legacy to hand over to his son Matthew, who has joined him as a Co-Director.
“It is a relatively small, but rapidly growing franchise business offering customers exceptional quality, same-day service, full refurbishments at the same price as a ‘Smart Repair’,” said Mr Allcott. “The car industry is quite buoyant at the moment, with motor traders holding their own in these difficult economic times and customers looking to repair rather than replace their vehicles. Dealerships are also seeking to add value to attract new customers and one way they can do this is by presenting vehicles in excellent condition, including their alloy wheels.”
Mr Allcott made a significant investment in the franchise including state of the art refurbishment equipment and says that he is gradually raising awareness that alloy wheels can be restored to factory finish condition just as you would repair a wing or bumper. New staff have been employed and trained in all the techniques and skills required. Damage and curbing are fully repaired, wheels are powder coated, painted to their original colour or one selected from a wide variety of shades, and lacquered in curing ovens.
Mr Allcott says both he and Matthew feel confident in the long term prospects of this business in Swansea, having already witnessed the promising potential since opening to the public last month.
Industry sources say there are over 97 million alloy wheels in the UK and rising, resulting in high pent-up demand