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Tyres4U, Australia’s leading independent tyre distributor celebrated 20 years in business on 27 August 2010, and the accolades achieved in two decades are good enough for any organisation to emulate. Speaking with some of the decision makers at the helm, it looks like the forward motion is perpetual.

A mighty accomplishment since Tyres4U started from a shared premises in Sydney importing and distributing tyres, before developing a successful wholesale distribution across Australia, New Zealand and Papua New Guinea with 18 warehouses, 310 staff and a distribution network supplying over 5,000 customers – most of whom are retail independent tyre dealers.
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In fact, the company is now positioned well inside the top 300 private companies in Australia (BRW 2010), an incredible attainment in such a short time. They have done this by achieving an astonishing average growth rate of 10% a year since inception.

Les Decelis, Chief Executive Officer looks back, “It was in fact Monday 27 August 1990 that we opened the doors of our head office in Ashfield. In those days we shared the premises with Boral. We operated out of the ground floor and also had use of half of the warehouse.

Of course a lot has changed since then but one thing that has remained constant has been the dedication and commitment of the staff.”

Tyres4U boasts some of the best people in the industry, the culture within the business is vibrant and full of commitment and goal congruency.

If you have great people then the other ingredient you need is great product; and Tyres4U has warehouses across the country full of it. Imported from over a dozen countries, the business strategically distributes quality brands that include GT Radial, Continental, Double Coin and Firestone.

Not many consumers are familiar with the company name but there is a good chance that the tyres on your vehicle have come from this successful entities value chain, hence Tyres4U.

Much of the success has come from understanding the tyre market, being innovative and building the right business units for the right customer audience. Tyres4U facilitates a number of successful operations such as TEN–24, an Australia wide truck tyre emergency service and Solid Plus a new industrial / forklift tyre service. They also have Government / Fleet solutions with central billing facilities, tyre Fleet Monitoring and an experienced and friendly contact centre.

A lot to manage and a lot of customers to keep happy, if you read their company goals they are intent on being “the easiest organisation to do business with”. And employees are empowered to “do whatever is necessary to satisfy a customer”.

Gregor Stone, Group General Manager of Marketing says “Although we are not the largest, we try harder than many of the bigger organisations. We make decisions quickly so that we can offer our customers solutions. We invest heavily in IT solutions to help our customers lower their administration costs and therefore our overall package makes TYres4U a more competitive partner and supplier”.

They may not be the largest but they are definitely heading in the right direction to muscle up front with the big boys.

Mr DeCelis says that there “are exciting plans in place to see us grow further and our commitment in our Mission Statement to ‘continually strengthen our position as the dominant independent wholesaler ‘is well and truly happening.