Blackcircles.com Marks 25 Years

The UK's leading online tyre retailer celebrates 25 years as CEO Ray Kavanagh sets out his vision for the next quarter century.

Edinburgh-based Blackcircles.com, the UK's leading online tyre retailer and part of the Michelin Group, is marking 25 years in business. CEO Ray Kavanagh credits the company's success to a data-led focus on the customer, and says it will keep evolving as larger wheels, SUVs and electric vehicles reshape the UK market.

From its home in Edinburgh, Blackcircles now sells almost one million tyres a year and operates in three international territories.

Ray Kavanagh says the business has stayed relevant by using customer data to personalise the buying journey and make a complex product simple.

“It's a very complex product that nobody particularly likes buying, so we have got to make that journey as easy as possible,” said Kavanagh. “Our industry tends to be very stable, but customer expectations are changing – around delivery, around knowledge and around the product data we surface to them. We've got to stay ahead of that.”

Blackcircles is seeing rim sizes grow, alongside more SUVs and EVs on UK roads. EVs place additional demands on tyres around range, weight and torque. At the same time, customers want choice at every price point, and Blackcircles covers budget, mid-range and premium tyres.

“Not every large Range Rover is going to have the most expensive tyres put on it,” said Kavanagh. “We see quite a variety of tyres going on the same car, so we've got to make sure we have all price points covered.”

Although drivers typically buy tyres only every 18 to 24 months, 50% of Blackcircles' customers each day are returning customers, and more than 45% of new customers come recommended by a friend or family member – a level of loyalty that sets Blackcircles apart in the industry.

The business holds an average Trustpilot rating of 4.6 out of 5 from more than 200,000 reviews, and has been named Best Online Tyre Retailer by Auto Express for 12 years in a row. “Customer advocacy is what I am proudest of,” said Kavanagh. “If customers are coming back, it is because we have done something right the first time. That they are willing to stand behind us and recommend us to friends and family is really outstanding.”

Looking ahead, Kavanagh expects a more digital and more electric market, with growing competition from Chinese manufacturers. He says Blackcircles is already recognised as the voice of authority for drivers researching tyres online, and intends to stay ahead of the market.

“More and more consumers are going to do their research online, so we have got to be the voice of authority,” he said. “Our website needs to keep evolving and we need to keep innovating. The industry will need to adapt or get left behind, and we will remain at the forefront.”

Michelin-owned Blackcircles.com is one of the UK's leading online tyre specialists, selling around one million tyres annually, and has been recognised as Auto Express Best Online Tyre Retailer for 12 consecutive years.