What BLACK STAR does

BLACK STAR is a French tire remanufacturing company founded in 1979, specializing in retreaded tires for passenger cars, light commercial vehicles, and 4x4/SUV segments. The company operates two manufacturing sites: the original plant in Saint-Pierre-de-Bœuf (near Lyon) and a repurposed 47,000 m² former Bridgestone factory in Béthune taken over in 2021 through a joint venture with Mobivia. The Béthune site is the flagship facility, currently producing 1,000-1,300 tires per day with a target of 1 million tires annually at full capacity. Production employs a rigorous retreading process (casing selection with 85% rejection rate, CNC roughening, vulcanization at 155°C and 13 bar for 50 minutes, and 100% shearography non-destructive quality control) to produce tires with performance comparable to new products at approximately 40% lower price points (around €60 per tire) under a 4-year warranty.

The company's product portfolio spans two brands: the legacy BLACK STAR label with 300+ tire references across tourism, utility, and 4x4/SUV segments, and the premium Léonard brand launched in April 2023, offering 81 references (42 summer, 25 all-season with 3PMSF marking, and 14 utility dimensions) covering roughly 70% of the French vehicle fleet. Distribution operates through a multi-channel GTM combining major automotive retail networks (Norauto's 500+ centers, Speedy's ~500 centers, First Stop/Côté Route's 370 points of sale, Point S, Allopneus.com), an exclusive Renault Group dealership window (covering 500,000 tires over 9 months), direct sales to professional fleets, and public procurement under France's AGEC Law Article 60 which mandates retreaded tire preference for government and municipal vehicle purchases. The company is also expanding geographically into Belgium via Auto5 and has trade media presence in Portugal.

The business model is asset-heavy industrial hardware sales priced at roughly €60 per unit on commodity-tier products, with revenue distributed across consumer retail, enterprise fleet, and government procurement channels. Mobivia holds a strategic ownership position, providing capital backing and circular economy supply chain integration through its Norauto, Midas, Carter Cash, and ATU networks. The company has received industry recognition including the 2023 Recircle Award for Business Breakthrough and the 2024 Victoire de la Collab Planète Prize, and has been awarded €16 million in revitalization funding for the Béthune site reindustrialization. Management is led by President Jean-Baptiste PIERET and Managing Director Laurent Cabassu.

Name

BLACK STAR

Legal name

BLACK STAR SAS

Website

https://black-star.fr

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

French tire remanufacturer founded in 1979 producing retreaded tires for passenger cars, SUVs, and light commercial vehicles through two factories. Operates the BLACK STAR and Léonard brands via major automotive retail networks, Renault dealerships, and public procurement channels in France and Belgium.

Ownership category

akta.pro rank

Product category

Remanufactured Tires

NAICS

Tire Retreading (326212), Tire Manufacturing (except Retreading) (326211), Tire and Tube Merchant Wholesalers (42313), Tire Dealers (44134)

SIC

Tires & Inner Tubes (3011), Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Retread & Tire Recapping Manufacturing (IMANAKAK)

akta.pro secondary industries

Passenger Car Tires Manufacturing (IMANAKAA), Light Truck/SUV Tires Manufacturing (IMANAKAB), Retail Tire Sales & Installation (Consumer) (TLAKADAA), Tires, Wheels & Retread Supply Distribution (TLAKAOAD)

Keywords

• Tire retreading services
• Remanufactured automotive tires
• Passenger vehicle tires
• Light commercial tires
• Circular economy manufacturing

Headquarters

HQ city

Béthune

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Tire Sales - Léonard Brand: Sale of remanufactured tires under the Léonard brand to consumers and professionals through distribution partners. Pricing approximately 40% less than premium new tires. Covers summer and all-season tires for passenger cars, SUVs, and light commercial vehicles in 80+ sizes.
2. Tire Sales - Black Star Brand: Sale of retreaded tires under the Black Star brand for 4x4, SUVs, tourism, and utility vehicles through 300+ product references.
3. Public Procurement: Supply of remanufactured tires to government entities, municipalities, and public fleets in compliance with AGEC law Article 60 requiring retreaded tire preference.
4. Fleet Sales: Supply of remanufactured tires to professional vehicle fleets seeking reliable and economical solutions. Distributed through Renault Group network and other auto centers.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels9 records

Core offering

BLACK STAR manufactures and sells retreaded (remanufactured) tires for passenger cars, SUVs, 4x4 vehicles, and light commercial vehicles under the BLACK STAR brand (300+ references) and the LEONARD sub-brand (81 references covering summer, all-season, and utility sizes). The company operates two production sites in Béthune and Saint Pierre de Bœuf, applying industrial-scale retreading technology including 100% shearography quality control to deliver tires priced approximately 40% below premium new tires with a 4-year warranty and performance comparable to new products.

Product overview

BLACK STAR is a French company specializing in tire retreading and remanufacturing since 1979. The company operates two manufacturing facilities in France (Béthune and Saint Pierre de Bœuf) and offers over 300 tire references across three vehicle segments: Tourism (passenger cars), Utilitaire (light commercial vehicles), and 4×4/SUV. The product portfolio consists of two main brands: BLACK STAR tires (own-brand retreaded tires) and LEONARD (a sub-brand launched in 2023 offering premium remanufactured tires). LEONARD includes summer and all-season variants with 81 total references covering 70% of the French vehicle fleet. All products are manufactured in France using a rigorous retreading process that replaces tread and sidewalls on carefully inspected used casings. The company produces approximately 1,300 tires per day at its Béthune site with a goal of 1 million tires annually and has reached 500,000 cumulative production.

Differentiator

Problem solved

Functional benefit

Brands

• LEONARD: The remanufactured tire brand launched in 2023 through the BLACK STAR and Mobivia partnership.

Products and services

• BLACK STAR Retreaded Tires French-manufactured retreaded tires for passenger cars (Tourisme), light commercial vehicles (Utilitaire), and 4x4/SUV segments, produced from reclaimed casings with new tread and sidewalls. The company operates two factories and offers more than 300 tire references through distribution partners, serving individual vehicle owners, professional fleets, and government/municipal buyers.
• LEONARD Retreaded Tires LEONARD is BLACK STAR's premium remanufactured tire sub-brand produced at the Béthune site at industrial scale, offering summer tires (42 sizes, 14-17 inches), all-season tires with 3PMSF marking (25 passenger sizes 14-18 inches and 14 utility sizes 15-16 inches), and utility vehicle tires for the French retail market. Performance is comparable to new tires with a 4-year warranty and pricing approximately 40% below premium new tires.

Quantifiable outcome

• Reduces raw material usage in tire production by 80%
• +5 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core, supporting and minor.

• Renault GroupcoreChannel Partner/ Reseller/ Distributor · 5 October 2023Commercial and communication partnership for Léonard tire distribution through Renault dealership network. Renault Group promotes and highlights Léonard tires in exchange for 9 months of exclusive manufacturer distribution. Dacia brand provided vehicles for dynamic tire testing. Renault Group was present from the start of the Béthune site takeover project.
• Mobivia (Norauto, Midas, Carter Cash, ATU)coreStrategic or Co-development Partner · 2 July 2021Strategic partnership to create tire collection, sorting, and remanufacturing unit at former Bridgestone site in Béthune. Mobivia's auto centers collect used tires which are then remanufactured by Black Star into Léonard brand tires. Mobivia invested via its iWip subsidiary dedicated to circular economy. Project supported by Bridgestone with operational and financial assistance. Target of nearly 200 jobs by 2025.
• BridgestonesupportingOEM/ Whitelabel/ Licensing Partner · 2 July 2021Former factory owner supporting the Béthune site reindustrialization. Provides financial aid for hiring former employees, operational support through machine transfer for symbolic amount, commercial support by promoting retreaded tires in Speedy, First Stop, and Côté Route networks, and technical support including IT and training.
• SpeedycoreChannel Partner/ Reseller/ DistributorPartnership to offer Léonard retreaded tires in nearly 500 Speedy centers across France. Launched 2023. 4-year warranty offered to Speedy customers. Shares common values around local economy and circular economy. Speedy is first French network to install E85 bioethanol boxes (2022).
• First Stop and Côté RoutecoreChannel Partner/ Reseller/ DistributorBridgestone group brands integrating Léonard tires into 370 combined points of sale. 81 references available covering summer (42 sizes), all-season (25 sizes), and utility vehicle tires (14 sizes). Presented at Drive to Zero show.
• NorautocoreChannel Partner/ Reseller/ DistributorNorauto, labeled 'Enseigne responsable' since 2018, partnered with Black Star to offer 100% made in France retreaded tires. Over half of Norauto franchisees now offer Léonard products. Joint training programs, events, and convention participation. Producing 4.2/5 rating on Norauto.fr with 312 reviews.
• Point SminorChannel Partner/ Reseller/ DistributorPoint S dealer network engagement since 2019 forum participation. Over 270 Black Star tire references available through network.
• AllopneusminorChannel Partner/ Reseller/ DistributorOnline distribution partner enabling fluid and rapid tire distribution to Chasseurs de France members with special commercial rates.
• Chasseurs de France (Fédération Nationale des Chasseurs)minorGTM or Marketing PartnerSpecial commercial offer exclusively for Chasseurs de France members launched July 2019. Willy Schraen, President of Chasseurs de France, officially launched partnership. Shared values around environmental protection and territorial engagement.
• ELISE Hauts-de-FranceminorOthersPartnership for collection and sorting of office waste. Part of Black Star's RSE commitments during European Week for the Employment of People with Disabilities.
• Apei Hénin-Carvin – Les Papillons BlancsminorOthersPartnership for cleaning of work clothes/uniforms. Part of Black Star's social responsibility commitments.
• ESAT CEDATRA de RuitzminorOthersMedical-social establishment supporting 350 people with disabilities toward adapted professional activity. Two workers assigned to Black Star Béthune factory since 2023. Workers Freddy and Christophe are integral team members. Partnership highlighted in video featuring instructor David Grzeskowiak.
• ZeiminorGTM or Marketing PartnerSustainability-focused platform whose founder Noel Bauza highlighted Black Star on LinkedIn. Mutual appreciation for eco-friendly solutions and visibility.
• TIMAOminorStrategic or Co-development PartnerCo-authored white paper with Black Star on AGEC law Article 60 compliance for public procurement. Based on analysis of 70 public markets and feedback from 15 public buyers. Helps public buyers bring tire procurement into legal compliance.
• GGP Automobiles (Renault Group)minorChannel Partner/ Reseller/ DistributorOrganized Léonard tire testing day under UTAC supervision. Positive professional feedback resulted in customer support and sales development in GGP Renault network.
• Auto5 (Belgium)minorChannel Partner/ Reseller/ DistributorBelgian auto retailer. Assistant manager Alexandre Hocquet interviewed in RTL Belgium TV coverage about Léonard retreaded tire customer reception.

Scale indicators19 records

Recent moves8 records

Expansion highlights8 records

Broad incumbents

• Bridgestone (Bandag): Global tire leader and former owner of Black Star's Béthune site. Its Bandag franchise is the world's largest commercial-truck retread network, providing a benchmark for industrial-scale retread economics and global distribution synergies relevant to Black Star's model.
• Continental (ContiLifeCycle): Major tire and automotive supplier operating the ContiLifeCycle retreading system, primarily for commercial vehicles. Comparable in technology and quality-control philosophy; could expand into light-vehicle retreading.
• Michelin: World's largest tire manufacturer with retreading operations through Michelin Solutions. A broad incumbent that could expand into light-vehicle retreading and represents both a strategic risk and a potential M&A reference point for Black Star.
• Goodyear: Global tire manufacturer with retreading operations and a broad commercial-tire portfolio. A relevant incumbent for benchmarking retread economics, fleet offerings, and the strategic rationale for circular-economy tire businesses.
• REMA Tip Top: Global provider of tire retreading materials, equipment, and services, with strong presence in commercial-vehicle retreading. Comparable as a broader tire-services and retreading incumbent with diversified offerings.

Direct peers

• Marangoni: Italian-based tire retreading specialist with a global footprint in retreaded passenger car and commercial vehicle tires. Directly comparable to Black Star as one of the few players focused on retreaded light-vehicle tires for retail and fleet markets.
• Vipal Rubber: Brazilian retread materials and tread-rubber supplier, with finished retreaded tire operations across Latin America. Comparable to Black Star in the light-vehicle retread segment, with similar focus on materials technology and quality control.
• TreadWright: US-based manufacturer of retreaded light-vehicle tires sold directly to consumers. Closest analogue to Black Star's Léonard concept: a dedicated light-vehicle retread brand competing against new-tire incumbents in the replacement market.
• Kraiburg Austria: Austrian manufacturer of retread tread rubber and retreading systems, serving as both a technology supplier and finished-retread operator across Europe. Directly comparable to Black Star as a European retread specialist with deep materials expertise.

Regional players

• Euromaster: European tire retail and service network (Michelin-owned) operating across multiple countries. Comparable distribution-side: a large branded retail network that competes with Black Star's Norauto/Speedy/First Stop channels for replacement-tire mindshare.

Market position

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Blackstarpneu
• LinkedInlinkedin.com/company/black-star-sas
• Instagraminstagram.com/pneublackstar

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BLACK STAR