Treadsetters celebrates another record year

Treadsetters may not have been the ultimate winner of the HSBC competition (see "Treadsetters mentioned in HSBC annual report") , but it really is true – winning isn’t everything. The company took the opportunity through the competition to focus more on its business direction and the increased awareness that has been generated both internally and externally has resulted in some clearly positive outcomes for the firm. While the final figures for 2010/2011 have not been audited or published, with sales exceeding the £42 million mark, it was clear that the company was going to be at least 20 per cent ahead of its £35 million target for the year”

Looking forward the company is aiming to more than double this to a turnover of £85 million for the period ended 2012. “If this is achieved then this would equate to more than 1800 per cent growth over 7 years.”

A key plank in Treadsetters’ strategy for achieving this is its Torque private brand, which was established last year. Having invested over £100,000 in registering this trademark around the world it is clear that the firm is aiming for to attract a global market. Owning the brand gives the company a real opportunity to sell to influential customers in relatively small national markets. From their point of view is not about a cold sell of a few tyres, but rather about establishing longer term relationship based on 3 – 5 year agreements and climbing the scale of recognition in each marketplace.

Currently the focus is on developing the brand in the truck and bus tyre sector, but Treadsetters also owns Torque branded car tyre moulds and has already started producing a compact range of winter tyre sizes. During 2012 the truck range is expected to grow, with the passenger car line-up being officially added to the portfolio. The firm is also introducing the Torque passenger car tyre range starting in 2012 (this means starting off with Torque winter tyres this year and then a more full range starting in 2012). In addition Treadsetters is aiming for increased international growth in its commercial wheel.

Related news:

• Treadsetters mentioned in HSBC annual report

• Treadsetters Accelerates its Business

• Treadsetters Finalists in HSBC Business Thinking Competition