Name

Supreme Wheels

Legal name

Supreme Wheels Direct Limited

Website

https://supremewheels.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Alloy Wheel Refurbishment Services

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Wheel & Rim Repair/Refurbishment (TLAKADAG)

akta.pro secondary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

Keywords

• Alloy wheel refurbishment
• Wheel repair services
• CNC diamond cutting
• Automotive wheel restoration
• Mobile wheel service

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Alloy Wheel Refurbishment Services: Per-unit refurbishment services for damaged alloy wheels including painted wheel restoration, diamond cutting, ball polishing/chrome, and pre-treatment options. Revenue generated per wheel processed through the facility or via mobile service.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

Supreme Wheels re-engineers damaged alloy wheels for the automotive industry, returning them to a high-quality OEM standard finish. Services include painted wheel refurbishment, precision CNC diamond cutting, ball polishing, and X-ray inspection for hidden defects, supported by chemical stripping and powder coating processes. Operations are delivered through a 75,000 sq ft facility in Milton Keynes and a nationwide mobile van network launched in 2024.

Product overview

Supreme Wheels is Europe's largest alloy wheel re-engineering specialist offering a unified refurbishment service portfolio. The core offering combines Painted Wheel Service and Diamond Cut Service as the primary refurbishment methods, supplemented by Ball Polishing (Chrome) for high-gloss finishes and Pre-treatment for enhanced corrosion protection. The company operates logistics services including Courier and Collection & Drop Off to manage wheel transport, while the Mobile Van Offering brings diamond cut refurbishment directly to customers nationwide. Quality assurance is supported by X-ray Inspection capabilities to detect hidden defects. The integrated service chain follows a standardized Repair Process: Inspection, X-ray (optional), Chemical Stripping, Preparation, Priming and Painting, Diamond Cutting, Lacquer, and Tyre Refitting and Balancing.

Differentiator

Problem solved

Functional benefit

Products and services

• Painted Wheel Service Full refurbishment process including stripping the wheel back to bare metal, repairing damage, powder coating, painting and lacquering to restore OEM-quality finish.
• Diamond Cut Service Precision machining process using HAAS CNC lathes with over 15,000 pre-programmed profiles that removes minimum material from each wheel, leaving a mirror-like finish.
• Ball Polishing (Chrome) Wheel polishing service using ceramic media to prepare and polish wheels to extremely high standards, with all equipment in-house for fast turnaround times.
• Pre-treatment (Optional) Optional secondary treatment applied specifically to diamond-cut areas, providing 3-year anti-corrosion warranty (included with Stage 1 treatment, available as additional charge otherwise).
• Courier Service Arranged courier service to collect and return wheels for customer convenience.
• Collection & Drop Off Service Fleet of long wheel-based vans with individual capacity to collect up to 50 wheels per journey to support high volume customers.
• Mobile Van Offering Nationwide same-day on-site service where experienced mobile technicians visit customer's location with the latest alloy wheel CNC lathes to carry out quality repairs.
• X-ray Inspection X-ray facilities available to detect hidden defects within wheels not visible to the naked eye, ensuring wheel safety before refurbishment (available as additional charge).

Quantifiable outcome

• 500,000 wheels per annum capacity
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves1 record

Broad incumbents

• Marangoni: Italy-headquartered tyre retreading and rubber manufacturing specialist. Comparable to Supreme Wheels through its use of industrial refurbishment processes (retreading vs. wheel refurbishment) and serves as a broader incumbent in the automotive component refurbishment space.
• BBS: Germany-based premium OEM and aftermarket alloy wheel manufacturer. Comparable as a broader incumbent in the global alloy wheel industry, though focused on new wheel manufacturing rather than refurbishment.
• Wheel Pros: US-based aftermarket wheel and tyre distributor. Comparable as a broader incumbent in the alloy wheel value chain, addressing both new wheels and adjacent services, though operating in a different geography and product mix.

Direct peers

• The Wheel Specialist: UK-based national network specialising in alloy wheel refurbishment and diamond cutting for retail and trade customers. Directly comparable to Supreme Wheels in core service portfolio, customer segments (dealers, insurers, fleet), and geographic focus.
• Diamond Cut Wheels: UK-based specialist focused on diamond cut alloy wheel refurbishment. Directly comparable to Supreme Wheels' core CNC diamond cutting service, with overlapping customer profiles among dealerships and private vehicle owners.
• Wheel Repair UK: UK mobile alloy wheel repair service targeting dealerships and trade customers. Comparable to Supreme Wheels' mobile van offering as a direct competitor in the on-site diamond cut and refurbishment segment.
• Alloy Wheel Repair Specialists: UK-based alloy wheel refurbishment provider offering mobile and workshop-based repair services. Comparable to Supreme Wheels across both core service lines and mobile distribution model.
• Lepsons Wheels: UK alloy wheel refurbishment specialist offering painted, diamond cut, and bespoke colour services. Comparable to Supreme Wheels as a UK refurbishment competitor with overlapping service lines and trade customer base.

Others

• BCA (British Car Auctions): Sister business within Constellation Automotive Group and the UK's largest vehicle auction company. Comparable as a captive demand channel for Supreme Wheels — BCA's de-fleet and remarketing operations generate a significant pipeline of vehicles requiring wheel refurbishment services.

Regional players

• Bandvulc: UK-based tyre retreading specialist operating in adjacent automotive component refurbishment. Although focused on tyres rather than wheels, it is comparable in terms of industrial refurbishment processes, UK-centric fleet customer base, and B2B distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BCASupremewheels
• LinkedInlinkedin.com/company/supreme-wheels-direct-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Supreme Wheels