Chiswick First Stop dealer revamps outlet on high performance demand

A Chiswick-based tyre dealership has diversified to capitalise on its recent success in the high performance segment. Iverson Tyres realised a trend of more customers wanting HP tyres, while fewer were visiting for MOTs and servicing. The company says it underwent an extensive retail development programme, supported by Bridgetone’s First Stop network, to re-focus the company. Iverson Tyres is now a “High Performance Fast Fit Tyre Centre”, combining premium brand tyres with improved in-store customer service, the company says. Bridgestone is also helping the dealership develop its website with a view to generating increased e-Commerce.

Iverson Tyres owner David Gardner said: “The refurbishment work is major signal of intent from the company to focus on the High Performance market rather than MOT and servicing as we feel it represents the most robust business model for the future. 

“We are already seeing increased sales on the back of the refurbishment. Our turnover has risen to around £1.2 million and becoming part of the Bridgestone ‘First Stop’ network means that our stock capacity has expanded from approximately 1100 to 3000 tyres which is allowing us to meet the increase in demand from customers.”

The company hopes to see further improvements over the coming months with a separate renovation of the branch’s reception area due to be completed shortly.