First Stop breaks the 150-branch barrier

First Stop’s UK tyre and autocare retail operation recently broke through the 150-branch barrier. The leap to 150 tyre centres marks a significant milestone for any tyre business, but read in light of our annual tyre retail ranking, two key facts are immediately apparent: Firstly, First Stop has added something like 26 branches to the network since the last count at the end of April 2022 (which itself followed a 65-branch increase on the 2021 total). And secondly, reaching the 150 mark means that – as things stand – First Stop is now the fifth largest tyre retail operation in the UK. First Stop’s UK management set the goat or reaching 220 branches in four years back in 2019. Reaching 150 branches in three despite the challenging circumstances that have come along with the pandemic, is all the more remarkable.

As this edition of Tyres & Accessories went to press, the news that Halford’s has bought Lodge Tyres broke. With First Stop’s recent success as well as continued consolidation in the tyre trade in mind, and continuing our ongoing series of “Torque from the Top” interviews with senior tyre executives, T&A spoke with First Stop UK retail network manager, Mark Widdows, who shared his view on developments in tyre retail, web integration and how to succeed as an independent tyre retail business.

Tyres & Accessories: How many branches are currently part of the network? And which tyre retail businesses represent some of the most recent additions?

Mark Widdows: There are currently 150 retail branches in the UK.

In recent times, Treadmark Tyres (County Durham), Freeman Tyres (Bournemouth), and Westbury Tyres (Wiltshire) have all joined the First Stop network.

T&A: What do the most recent additions tell us about First Stop’s ongoing strategy?

MW: The acquisitions tell us that First Stop are constantly looking at opportunities to expand, no matter where the centres are situated in the country.

Each acquisition also serves as a reminder that First Stop will only put their names alongside quality operations, which are trusted in the communities they serve.

Whilst quantity of sites is important in order to allow the network to thrive, it will never be to the detriment of quality. Stone Tyres in St Helens is an award-winning example of this, with owner John Stone endorsing our retail proposition while we support his proactive retail approach and altruism in the local community. [For example, raising levels of awareness relating to the dangers of part-worn tyres on private hire vehicles – something that contributed to Stone winning TyreSafe award recognition earlier this year].

Mark Widdows, First Stop UK retail network manager set the ambitious goal of achieving 220 branches in the network in four years. Despite war, pandemic and a cost-of-living crisis, First Stop has already grown to 150 branches with a year to spare (Photo: First Stop)

First Stop prides itself on being a respected network that goes the extra mile for motorists, offering bespoke solutions for every customer that ensures they keep coming back time after time.

Each garage we partner with shares our same values and are respected businesses in their communities.

Finally, First Stop now has five regional business consultants in place across the UK with great local knowledge, who work with each individual dealer on suggesting improvements to their business. This is also supporting our attempts to grow the network with quality acquisitions.

T&A: How are manufacturing and distribution level issues affecting tyre retailers?

MW: We have centralised procurement deals in place so members are not adversely affected by supply issues.

T&A: How can being a First Stop member help with this?

MW: First Stop members benefit from purchase agreements across the UK with access to the most reliable suppliers and wholesalers, on preferential rates. In some cases, rebates are also offered.

T&A: What do you offer in terms of web integration?

MW: A great deal is offered in this regard. Each partner benefits from Google Business Profile page, which is managed centrally and monitored regularly to improve the dealers local SEO. An e-commerce page is also provided on First Stop’s main website and is optimised for SEO purposes.

The central First Stop website is constantly improved to increase traffic and increase sales conversions.

We also have links to some of the most successful digital suppliers for garage management systems to ease the transition over to the network, should a garage need this.

Search engine advertising is provided and we work with the best suppliers to ensure our budgets are being spent effectively for our partners.

T&A: In light of Halfords’ growing reach in the UK as well as the wider consolidation in the top 25, how does joining a franchise network such as First Stop help independent tyr

First Stop member John Stone (pictured), founder of Stone Tyres in St Helens. According to Mark Widdows, Stone Tyres is an award-winning example of how the First Stop network strives to only put its name “alongside quality operations”. (Photo: First Stop)

e business succeed?

ME: We believe that our franchise proposition is more attractive than ever, as we provide an invaluable level of national support for independent businesses, some of whom might be feeling vulnerable in light of the challenging economic climate we find ourselves in. We provide an added level of strength when they need it most.

We provide business leads, sales campaign support (sell-out), marketing assistance, signage, training and preferential rates on the Bridgestone and Firestone tyre portfolio. We also boast some incredible experience in the automotive retail sector and are on hand with advice and support for our dealer partners 24/7.

What’s more, each business retains their name identity and never lose their autonomy as independent dealers. In short, they get the best of both worlds and First Stop represents incredible value to each dealer.