Point S – From Private Brand to Leading Brand
In 2005 Point S operated in nine different European countries. Four years later it is almost double that. Currently the group consists of 1700 tyre outlets, run by 1000 different owners, commanding a 6 per cent retail market share in both the passenger car and truck tyre segments across Europe. Since the first Point S was opened in 1971, the network has used the same business model in every country its has grown into – allowing independent tyre entrepreneurs to control their business while allowing everyone to benefit from the strong brand and economies of scale that come with a large group.
However, the group’s private brand strategy is also a key part of the company’s business and by the time Point S development announced that the France-based international tyre retail group had expanded into Bulgaria (its 17th country) in January 2009, this part of the business had become an exemplary model in the tyre market. Tyres & Accessories recently interviewed Point S Development’s international operations director, Fabien Bouquet, and found out why private brands are so important.