Troy
Troy is a UK-based industrial engineering distributor founded in 1986 and headquartered in Exeter. It distributes MRO products — power tools, adhesives, sealants, janitorial supplies, and welding tools — to industrial and trade customers through a network of independent distributors backed by BGF growth capital.
- Company typePrivate
- Founded1986
- HeadquartersExeter, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Troy does
Troy is a UK-based industrial engineering distributor headquartered in Exeter, Devon, founded in 1986. The company specializes in the distribution of maintenance, repair, and overhaul (MRO) products, including power tools, adhesives, sealants, janitorial supplies, and welding tools, serving industrial companies, trade professionals, and engineering businesses across the United Kingdom.
The company operates a hub-and-spoke distribution model, with Troy acting as a group-level platform supporting a network of independently owned distributors. Each distributor maintains its own local market presence, brand, and customer relationships, while benefiting from Troy's group purchasing power, operational resources, and acquisition capital. This structure allows Troy to consolidate a fragmented UK MRO distribution market while preserving the community-focused service model of its acquired entities.
Troy's revenue model is centered on B2B product distribution to trade and industrial customers. Since securing a £15.5 million growth investment from BGF (Business Growth Fund) in June 2023, Troy has pursued an explicit acquisition-led growth strategy, completing its first post-investment deal (E.A. Martin and Son in Northern Ireland) shortly thereafter and reaching its 19th acquisition (Scott Direct Group) in March 2024. The company's go-to-market is sales-led, targeting industrial buyers and trade professionals through its independent distributor network rather than direct-to-end-user channels.
Troy firmographics
Firmographics- Name
- Troy
- Website
- https://troyuk.co.uk
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Troy is a UK-based industrial engineering distributor founded in 1986 and headquartered in Exeter. It distributes MRO products — power tools, adhesives, sealants, janitorial supplies, and welding tools — to industrial and trade customers through a network of independent distributors backed by BGF growth capital.
- Ownership category
- akta.pro rank
Troy industry classification
Industry- Product category
- iGaming Affiliate Content
- akta.pro primary industry
- Casino/iCasino Affiliate & Review Sites (MPAEAMAB)
Keywords
Where Troy is headquartered
LocationHeadquarters
- HQ city
- Exeter
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Troy business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- MRO Product Distribution: Troy generates revenue through distributing maintenance, repair, and overhaul products to industrial, trade, and engineering customers via its network of independent distributors.
Go-to-market motion1 record
Distribution channels1 record
Troy product offering
Product offeringCore offering
Troy operates an online affiliate content platform at creditcardcasinos.troyuk.co.uk that reviews and lists credit card-accepting online casinos for UK players. The site curates casino listings, bonus comparisons, game library details, payment method information, and tracked outbound links to international casino operator sign-up pages. Content covers deposit options (Visa, Mastercard, American Express, Maestro), welcome bonuses, withdrawal times, and game providers.
Product overview
Troy operates creditcardcasinos.troyuk.co.uk, an affiliate website that reviews and lists credit card casinos for UK players. The site is operated by a group of knowledgeable iGaming professionals committed to delivering accurate, up-to-date content about credit card casinos. Contact: [email protected], Address: 22 King Street, Manchester, M2 6AG.
Differentiator
Problem solved
Functional benefit
Products and services
- Credit Card Casinos UK An affiliate review website that curates and reviews credit card casinos accessible to UK players, providing casino listings, bonus comparisons, game library details, payment method information, and tracked outbound links to international casino operator sign-up pages.
Companies that use Troy
Customer profileSegments2 records
Ideal customer profiles1 record
Troy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Troy partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Troy competitors and assessment
Company assessmentDirect peers
- KingCasinoBonus: Casino-focused affiliate site that reviews online casinos and curates bonus offers for UK and international players. Closely comparable in niche focus, content format, and target audience.
- LatestCasinoBonuses: iGaming affiliate focused on casino bonus listings and reviews for UK and European players. Comparable business model with affiliate commission revenue and similar content offerings.
- BonusFinder: iGaming affiliate operator focused on bonus and promotional content for online casinos across multiple jurisdictions. Comparable in UK market presence and affiliate-commission revenue model.
- Gambling.com Group: Publicly listed iGaming affiliate operating a portfolio of casino and sportsbook comparison sites across multiple markets. Directly comparable as a content-and-affiliate operator serving UK players with payment-method-oriented casino content.
- AskGamblers: Large iGaming affiliate and player community featuring casino reviews, ratings, and complaint resolution. Operates in a similar niche with overlapping content categories and audience.
- Better Collective: Listed iGaming affiliate group running sports betting and casino comparison sites globally. Comparable in audience targeting, content-led model, and reliance on organic search traffic for player acquisition.
- Catena Media: Publicly listed iGaming affiliate network with extensive casino review and comparison properties. Comparable as a multi-jurisdiction affiliate operator serving UK and European players with casino-focused content and similar commission-driven economics.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights4 records
Customer concentration
Troy social profiles
Digital presenceTroy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Troy leadership team
Management profileNumber of profiles
Troy funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Troy M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Troy
What does Troy do?
Troy operates an online affiliate content platform at creditcardcasinos.troyuk.co.uk that reviews and lists credit card-accepting online casinos for UK players. The site curates casino listings, bonus comparisons, game library details, payment method information, and tracked outbound links to international casino operator sign-up pages. Content covers deposit options (Visa, Mastercard, American Express, Maestro), welcome bonuses, withdrawal times, and game providers.
Is Troy a public or private company?
Troy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Troy founded?
Troy was founded in 1986. It employs 251 to 500 people.
Where is Troy based?
Troy is headquartered in Exeter, United Kingdom, in the Europe region.
How does Troy make money?
One revenue line is on record: MRO Product Distribution.
Who are Troy's main competitors?
Direct peers on record are KingCasinoBonus, LatestCasinoBonuses, BonusFinder, Gambling.com Group, AskGamblers, Better Collective and Catena Media.
Does Troy have an API?
No public API is recorded for Troy.
What industry is Troy in?
Troy's product category is iGaming Affiliate Content. Its primary akta.pro industry code is MPAEAMAB, Casino/iCasino Affiliate & Review Sites.