First Stop over half-way to target of 220 branches by 2024

Bridgestone’s First Stop Tyre and Car Services retail chain is rapidly accelerating towards its goal of 220 branches by 2024 following a string of strategic new signings as well as a run of existing partners agreeing to five-year extensions during November 2021.

First Stop set its ambitious goal at the start of 2020, when the retail network got a new lease of life following some high-profile changes in the leadership of the UK operation. Understandably, the unforeseeable pandemic-related difficulties of 2020 made it difficult for the network to rise above the 70-odd branch mark last year. But 2021 has been a completely different story.

Stone Tyres, Pit Stop and 15 Kam Servicing locations join tyre retail network

Recent signings include Stone Tyres from St Helens, Essex-based Pit Stop (see related article) and 15 Kam Servicing locations hailing from the East Midlands, amongst others. At first glance the additional of 15 Kam Servicing branches may appear to be the biggest news – and it certainly is an extremely significant signing – but the other new members should not be underestimated. Stone Tyres founder John Stone, for example, is in the process of expanding his tyre retail business to incorporate additional MOT service options after a year of strong expansion of his Gorilla Tyres mobile fitting business during the pandemic. In addition, recent years have seen Stone gather some 100 other independent tyre retailers to for an independent tyre fitters alliance to represent the views of independent tyre dealers.

Other key signings include Drive In Autocentres, based in Rowley Regis and Halesowen, which were two of the first independent garages to incorporate the First Stop name, both headed up by Trevor Kelleher. Indeed, Kelleher was so impressed by the new franchise proposition that he’s agreed to bear the First Stop name until 2026 at the earliest.

Similarly, Laurence Nicholls, owner of Uncle Tom’s Motorist Centre in Harlow, has also agreed to the same extension, as has Stoke Hammond First Stop in Milton Keynes, headed up by Jon Pinney.

The spread of new First Stop partners is growing across the country too, with significant additions in Teesside (Teesside Tyrepower), Cramlington (Cramlington Tyres & Repairs) to Extreme Tyres (Littlehampton) and Freeman’s Tyres (Bournemouth).

First Stop now comprises 124 branches and counting

As a result of the recent new signings and retentions, First Stop now comprises 124 branches and counting in the UK. Not only does that mean that the network is roughly twice as big as it was, it also means First Stop is now more than half-way to its 2024 goal despite the pandemic. And what’s more, the rapid expansion achieved also equates to a significant upgrade in the chain’s relative position on a national scale.

That all amounts to a significant momentum shift in First Stop’s favour and a sign of things to come, according First Stop UK retail network manager Mark Widdows:

“To bring in new partners – and industry leading ones at that – is something to be extremely proud of, as our network proposition is clearly resonating with established business owners who know the industry inside out. John Stone and Brian Palmer are examples of this and we are absolutely thrilled to welcome them on board.”

Equally, to have the faith of our existing partners like Trevor Kelleher, Laurence Nicholls and Gary Jones is just as rewarding and another indicator that we are doing the right things.

Widdows continued by suggesting that further growth is on the horizon: “We will be building on these announcements in 2022 and already have more agreements that we are working on right now.”

In announcing the news of Stone Tyres’ partnership, owner John Stone said: “I am pleased to announce that we’re part of the First Stop network. It is exciting times for us all. It is hugely beneficial to have the backing of a massive, massive company with a fantastic reputation. They have a true independent on board who strives for the best quality and service every time.”

Meanwhile, Brian Palmer said that the decision to team up with First Stop would allow him to provide an even more memorable customer service. He confirmed that he only entered into an agreement because First Stop could match his own ambitions (see related text for further details).

Racing towards sixth position in the UK tyre retail sector

So just how big and influential has First Stop become? When we initiated our coverage of First Stop as part of our annual tyre retail ranking exercise in Spring 2021, First Stop entered the chart in eighth position – a more than respectable positionr by any standards. But now, with First Stop’s strong 2021 included and the network now comprising of 124 branches, the network has shot up to roughly sixth position, overtaking HiQ in the process.

However, that sixth position estimate is based on Formula One Autocentre’s spring 2021 branch count. In October 2021 Formula One executives told Tyres & Accessories that their company’s retail chain had grown to 124 branches (up from 120 in April 2021), with more branches due to open before the end of year and a goal of 135 by the end of 2022. How this goal compares with First Stop target of 240 is not clear, but judging by the networks’ impressive recent performance, it is tough to call who will be holding onto sixth place when we collate our 2022 table. But, what is clear is that First Stop has been and continues to be on a strong growth path and that the network is on-track to achieve its 2024 goal.