Chards 1964
Chards 1964 is a UK family-owned precious metals dealer, founded in 1964, selling gold, silver, platinum, and palladium bullion coins and bars via its e-commerce site and showrooms in Blackpool and London's Hatton Garden, with vaulted storage, digital metals, and SIPP/SSAS integration.
- Company typePrivate
- Founded1964
- HeadquartersBlackpool, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Chards 1964 does
Chards 1964 (legal entity: Chard (1964) Ltd) is a UK-based, family-owned precious metals dealer founded in 1964 and operating from Blackpool, Lancashire. The company buys and sells physical investment bullion - gold, silver, platinum, and palladium coins and bars - through a hybrid channel consisting of a direct-to-consumer e-commerce website (chards.co.uk), two UK showrooms in Blackpool's South Shore and London's Hatton Garden, phone sales, and by-appointment consultations. Sourcing spans flagship supplier The Royal Mint alongside The Perth Mint, PAMP, Metalor, Heraeus, Argor-Heraeus, the South African Mint, MTB, and Bulmint, giving Chards broad access to British legal tender and internationally recognised bullion formats across weights from fractional coins up to kilogram bars.
The product surface extends beyond spot-plus-margin bullion into value-added services: CGT-exempt and VAT-free silver SKUs for tax-advantaged UK investors, Digital Gold and Digital Silver fractional ownership, vaulted storage insured through Lloyd's of London, Gold SIPP/SSAS pension integration, an investment calculator, and protective accessories. The company is a Full Member of the London Bullion Market Association (LBMA), holds regular financial audits, and prominently displays live metal spot prices (gold at roughly £3,069/oz and silver at £44.15/oz at time of scraping) on its website with transparent markups. Customer review profile shows 10,153+ Trustpilot reviews at 4.8/5, anchoring brand credibility.
The revenue model combines one-time transactions on bullion sales at unit pricing tied to live spot prices plus recurring storage and digital account fees. The customer base is horizontal across individual investors, beginners through experienced precious metals holders, with no named enterprise or institutional anchors disclosed. Operating geographies are UK-only; the firm is privately held and family-controlled with no disclosed external investors, funding rounds, M&A activity, or management-team press footprint. No proprietary AI/ML or platform technology is disclosed.
Chards 1964 firmographics
Firmographics- Name
- Chards 1964
- Legal name
- Chard (1964) Ltd
- Website
- https://chards.co.uk
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Chards 1964 is a UK family-owned precious metals dealer, founded in 1964, selling gold, silver, platinum, and palladium bullion coins and bars via its e-commerce site and showrooms in Blackpool and London's Hatton Garden, with vaulted storage, digital metals, and SIPP/SSAS integration.
- Ownership category
- akta.pro rank
Chards 1964 industry classification
Industry- Product category
- Precious Metals Retail
- NAICS
- Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)
- SIC
- Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Precious Metals Minting & Bullion Products (IMAKAEAJ)
- akta.pro secondary industries
- Precious Metals Bullion & Concentrates Trading (Gold, Silver, PGM) (IMAKAJAD), Specialty Storage (Wine, Art, Document Vaults) (HSAKAGAF)
Keywords
Where Chards 1964 is headquartered
LocationHeadquarters
- HQ city
- Blackpool
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Chards 1964 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Bullion Product Sales: Revenue is generated through the sale of gold, silver, platinum, and palladium bullion coins and bars. Prices are based on current spot metal prices plus a margin. Products range from fractional coins to kilogram bars, with both in-stock items and special releases.
- Vaulted Storage: The company offers vaulted storage services for precious metals, allowing customers to store their purchases in secure facilities. This likely generates recurring storage fees and positions the company for customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bullion coins and bars priced per unit based on metal weight and type |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Chards 1964 product offering
Product offeringCore offering
Chards 1964 (Chard (1964) Ltd) is a UK-based precious metals dealer that buys and sells physical gold, silver, platinum, and palladium investment bullion coins and bars. The company retails products directly through its e-commerce website and two physical showrooms in London's Hatton Garden and Blackpool's South Shore, and supplements sales with value-added services including CGT-exempt bullion, VAT-free silver, digital gold/silver platforms, vaulted storage insured by Lloyd's of London, and SIPP/SSAS pension solutions for physical gold.
Product overview
Chards 1964 is a UK-based precious metals dealer offering a comprehensive portfolio of physical gold and silver bullion products. The core offering consists of gold and silver bullion coins (including Britannia, Sovereign, Krugerrand, Lunar, Panda, Queen's Beast, and Tudor Beast varieties) and gold and silver bars from mints such as The Royal Mint, Metalor, The Perth Mint, PAMP, and Heraeus. The company supplements its core bullion sales with value-added services including CGT Exempt Bullion and VAT Free Silver for tax-advantaged investing, Digital Gold and Digital Silver platforms for fractional ownership, Vaulted Storage with Lloyd's of London insurance, and Gold SIPP/SSAS Pension solutions. Additional offerings include an Investment Calculator and protective accessories for coin storage and display.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Customer satisfaction rating of 4.8/5 based on 10,153+ reviews on Trustpilot
Companies that use Chards 1964
Customer profileSegments1 record
Ideal customer profiles2 records
Chards 1964 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Chards 1964 partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- LBMA (London Bullion Market Association)coreChards is a Full Member of the LBMA, which governs the London Bullion Market, the world's largest precious metals market. This membership commits Chards to secure and ethical transactions and provides regulatory credibility.
- The Royal MintflagshipThe Royal Mint is a key supplier of British legal tender coins including Britannia coins, Sovereigns, and special proof releases. Chards offers Royal Mint gold and silver bars and coins.
- The Perth MintcoreAustralian mint supplying Lunar series coins, Kangaroo coins, and silver/pandas. Chards stocks Perth Mint gold and silver bars and coins.
- MetalorcoreSwiss precious metals refiner supplying gold and silver bars. Metalor is one of the world's leading precious metals refiners.
- PAMP (Switzerland)coreSwiss precious metals refiner supplying PAMP gold and silver bars, known for their Lady Fortuna and other artistic bullion products.
- Argor-HeraeuscoreSwiss precious metals refiner supplying silver bars. Argor-Heraeus is a major global refiner of precious metals.
- HeraeuscoreGerman technology group and precious metals refiner supplying Heraeus gold bars.
- StoneXminorFinancial services company providing market access and trading infrastructure for precious metals.
- LPM (LPM Group)minorPrecious metals dealer and distributor in the Asia Pacific region.
- Pro AurumminorSwiss precious metals dealer and distributor.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Chards 1964 competitors and assessment
Company assessmentDirect peers
- BullionVault: Online platform for buying, selling, and storing allocated physical gold, silver, platinum, and palladium. Direct competitor to Chards in digital/fractional bullion and vaulted storage — overlapping with Chards' digital gold/silver and vaulted storage offerings.
- BullionByPost: UK-based online bullion retailer selling gold and silver coins and bars direct to consumers, with live pricing and insured delivery. Direct head-to-head competitor to Chards in the same UK online bullion retail category.
- Atkinsons Bullion: UK precious metals dealer offering gold, silver, platinum and palladium bullion coins and bars to retail investors. Overlaps with Chards in customer base, product range, and competitive positioning within the UK market.
- Sharps Pixley: London Hatton Garden-based precious metals dealer offering gold, silver, platinum, and palladium bars and coins to retail and institutional clients. Competes with Chards in both online and showroom channels in the UK.
- Baird & Co: Long-established UK precious metals dealer and refiner selling investment gold, silver, and platinum coins and bars. Directly comparable to Chards in product mix, target customer, and UK distribution model.
Broad incumbents
- The Royal Mint: UK sovereign mint and major Chards supplier (Britannia, Sovereign, proof coins) that also sells bullion direct to consumers through its own channels. Competes with Chards downstream while supplying it upstream.
- JM Bullion: Large US-based online precious metals retailer offering gold, silver, platinum, and palladium coins and bars. Comparable to Chards in product breadth and direct-to-consumer e-commerce model, though operating at greater scale and primarily in North America.
- APMEX: One of the largest US online precious metals retailers, offering a broad catalogue of gold, silver, platinum and palladium bullion and numismatic products. Highly comparable to Chards on product breadth and online retail motion, scaled to the US market.
Others
- PAMP Suisse: Swiss precious metals refiner and a key Chards supplier of PAMP Suisse gold and silver bars. An upstream supplier/ecosystem participant that also competes indirectly when selling direct or through other dealers.
- StoneX: Global financial services firm with precious metals trading and market access infrastructure. Listed as a Chards partner providing market access and trading infrastructure; an ecosystem participant rather than a direct retail competitor.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Chards 1964 social profiles
Digital presenceChards 1964 compliance and trust
Trust signalCompliance1 record
Chards 1964 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Chards 1964 leadership team
Management profileNumber of profiles
Chards 1964 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Chards 1964 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Chards 1964
What does Chards 1964 do?
Chards 1964 (Chard (1964) Ltd) is a UK-based precious metals dealer that buys and sells physical gold, silver, platinum, and palladium investment bullion coins and bars. The company retails products directly through its e-commerce website and two physical showrooms in London's Hatton Garden and Blackpool's South Shore, and supplements sales with value-added services including CGT-exempt bullion, VAT-free silver, digital gold/silver platforms, vaulted storage insured by Lloyd's of London, and SIPP/SSAS pension solutions for physical gold.
Is Chards 1964 a public or private company?
Chards 1964 is a private company. It is classified as family owned and is currently operating.
When was Chards 1964 founded?
Chards 1964 was founded in 1964. It employs 11 to 50 people.
Where is Chards 1964 based?
Chards 1964 is headquartered in Blackpool, United Kingdom, in the Europe region.
How does Chards 1964 make money?
Two revenue lines are on record. Bullion Product Sales are the primary driver. The others are vaulted Storage.
Who are Chards 1964's main competitors?
Direct peers on record are BullionVault, BullionByPost, Atkinsons Bullion, Sharps Pixley and Baird & Co. Broad incumbents are The Royal Mint, JM Bullion and APMEX. Others are PAMP Suisse and StoneX.
Does Chards 1964 have an API?
No public API is recorded for Chards 1964.
What industry is Chards 1964 in?
Chards 1964's product category is Precious Metals Retail. Its primary akta.pro industry code is IMAKAEAJ, Precious Metals Minting & Bullion Products, with a secondary code of IMAKAJAD, Precious Metals Bullion & Concentrates Trading (Gold, Silver, PGM). Its NAICS code is 42394 and its SIC code is 5094.