ATF Professional interviews Irakli Tughushi, Director of PARTMAX, a leading vehicle recycling company based in Leeds. With a specialisation in supplying second-hand vehicle parts, PARTMAX shares insights on their strategic rebranding initiative aimed at penetrating the domestic market.
In 2004, the Tughushi family embarked on a journey to England, driven by a vision to build a prosperous future through unwavering dedication and hard work. In time, they established Gio Export Ltd, a highly successful vehicle recycling enterprise catering to global clientele with top-tier second-hand parts. However, the company aspired to explore new avenues. In 2015, under the leadership of Director Irakli Tughushi, PARTMAX ventured into the realm of domestic sales while embarking on an ambitious rebranding campaign.
Initially, Gio Export Ltd primarily focused on exporting premium reusable second-hand parts in wholesale to businesses in various international destinations, including Georgia, Germany, Russia, Azerbaijan, Turkey, and parts of Africa. However, as the company expanded, their attention gradually shifted towards domestic sales to the public facilitated through prominent online marketplaces such as eBay. Commencing with the dismantling of one to two cars per week within the local market, PARTMAX now dismantles an impressive 40 vehicles per month, with a dedicated team of nine staff processing over 1000 parts weekly.
Despite their remarkable achievements, PARTMAX has encountered its fair share of challenges. A significant setback occurred in April 2022 when a storage unit fire resulted in the destruction of approximately 50% of their stock. While the cause of the fire remains undisclosed, the resilient team at PARTMAX refused to succumb to adversity. They swiftly embarked on the arduous task of cleaning up and rebuilding their inventory, successfully recovering from the incident within a year.
In response to the evolving industry landscape emphasizing environmental sustainability, PARTMAX has implemented noteworthy changes to align with this paradigm shift. A recent milestone in their journey was the comprehensive rebranding effort that led to the transformation from Gio Export Ltd to PARTMAX Ltd.
Irakli Tughushi, Director of PARTSMAX Ltd, believes that the new name will enable customers to better comprehend the company’s range of services. He stated:
“Locally, we were known as a scrapyard/export yard that sold parts, but through our VRAC certification and business rebranding, customers can now recognize us as a reputable recycler and supplier of superior second-hand vehicle parts.”
PARTMAX has traversed an extraordinary path since its inception. Emerging from humble origins, the company has evolved into a prominent vehicle recycling enterprise, delivering exceptional second-hand parts to customers worldwide. With their recent rebranding efforts and a steadfast commitment to eco-friendliness, PARTMAX is poised for a promising future.