Essential information for end of life vehicle dismantling, depollution and recycling


From Export to Domestic Sales: The Transformational Rebranding Journey of PARTMAX Ltd

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.


From Export to Domestic Sales: The Transformational Rebranding Journey of PARTMAX Ltd p
Irakli Tughushi

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.

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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.

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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.”

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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.

To explore more about PARTMAX and their extensive range of services, visit their website or get in touch with Irakli Tughushi via email at ( or by calling (01924272222).

From Export to Domestic Sales: The Transformational Rebranding Journey of PARTMAX Ltd l


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Owain Griffiths

Owain Griffiths

Head of Circular Economy at Volvo Cars

Owain joined Volvo Cars in June 2021 to lead Circular Economy in the Global Sustainability Team. The company has committed to being a circular business by 2040 and has financial, recycled content and CO2 based targets for 2025, all of which Owain is working across the company to make happen. Owain previously worked for circular economy consultancy Oakdene Hollins where he advised businesses on evidence led circular economy implementation. 

Turning into a circular business and the importance of vehicle reuse and recycling.

The presentation will cover the work Volvo Cars is doing to achieve 2025 but mainly focus on the transformational work towards 2040 and the business and value chain changes being considered. Attention will be paid to the way vehicles are being dealt with at the end of life and the complexities of closing material and component loops. Opportunities and challenges which Volvo Cars is facing will be presented including engagement with 3rd parties and increasing pressure from stakeholders.

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e2e Total Loss Vehicle Management [e2e] is the UK’s only salvage and automotive recycling network with nationwide, environmentally compliant sites delivering performance resilience and service reliability to the insurance and fleet markets.  The network’s online salvage auction drives strong salvage resale values and faster sales.  e2e’s salvage clients have access to the network’s stocks of over 5 million quality graded, warranty assured reclaimed parts. 

The power of the network model means e2e has the ability to influence industry standards and is committed to continually raising the bar whilst redefining the role and perceived value of the salvage operator.  Network members adhere to robust service level agreements, against which they are audited, in order to ensure performance consistency and a market leading customer experience.  

The salvage and recycling operating environment is evolving rapidly, and e2e is anticipating, listening and responding to changing market needs.  Regulatory compliance, ESG, reclaimed parts, customer experience, EVs, new vehicle technologies, data and reputation risk are just some of many considerations linked to the procurement of salvage services.  e2e will drive further added value to clients and members through the adoption and application of emerging technologies, continuing to differentiate its proposition and position salvage services as a professional partnership. 

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