Old Friends and New Blood for Brityrex International

With six months to go before Brityrex International opens its doors, the exhibition is shaping up nicely, with over 67 per cent of floor space already sold, say the organisers, ECI International. And never before has the “International” part of the show’s name been more appropriate, as companies from all over the world will be making tracks for Manchester’s G-MEX Exhibition Centre next May. ECI International managing director Paul Farrant is delighted with progress to date, saying: “Past Brityrex exhibitions have always had a large number of exhibitors from the UK, and indeed the 2007 show is no exception, but we are seeing an increasing number of overseas companies taking space.”

A phenomenon that appears to be on the increase is that of shared stands between foreign and UK companies; one example is Kirkby Tyres who are exhibiting alongside their exclusive Chinese brands Aeolus/Henan and Double Coin.

This marks another change for Brityrex International, says Farrant, which is increased participation from companies based in Asia and Eastern Europe. “The focus of the global tyre industry has shifted,” he explains, “and whereas a few years ago products from the Far East were comparatively rare, today there are many companies trying to break into Western European markets.”

The Russians are coming!

Perhaps the best illustration of this trend is the presence at the show of the giant Russian tyre manufacturer “Sibur-Russian Tyres”, whose Brityrex debut looks set to be impressive, with an impressive 68 square metre stand. Almost 40 per cent of all tyres made in Russia come from Sibur’s four factories and the range varies from bicycle and car tyres to earthmover and aircraft tyres.

A spokesman for Sibur said: “Our goal for Brityrex International 2007 is to meet and discuss terms of co-operation with tyre wholesalers, retailers and other professionals from the UK tyre market. We are going to establish a long-term presence in Great Britain, so participation in the market’s main event is important to us.” After successfully showing its products at the Reifen show in Essen earlier this year, Sibur opened a German subsidiary office and is looking for a similar success story in the UK.

Even with such a strong overseas contingent of exhibitors and visitors, Brityrex is centred on the UK and European markets, with the majority of exhibitors being home grown. Among the latest to sign up for the show are Kings Road Tyres, Tecalemit, Trax, Supertracker, C-Tyres, Pang and Heuver Tyrewholesale, TYM International with more companies on hold.

Brityrex International is supported by the National Tyre Distributors Association, which is holding its Annual Dinner and AGM on the Wednesday of the show. The Association is also hosting an executive club at the show, says NTDA Director Richard Edy, and it is planned to hold a Tyre Wholesalers’ Group Reception on one of the show days. The Association plans too to stage a meeting of the North Western and North Wales region during the event. “The NTDA’s support is a vital part of Brityrex,” commented Paul Farrant. “Not only do their activities attract increased numbers of visitors, but their visible support for, and their commitment, to the UK’s premier tyre show is extremely gratifying for both the organisers and exhibitors.”