Six years ago, Totalkare was solely a supplier of column lifts to commercial vehicle workshops. But strong and ongoing growth ever since has turned it into a one-stop shop that can fully fit out those premises with garage equipment through the addition of multiple other lines to its range.
Upscaling of product and market reach has come via a combination of expanded relationships with supplier partners, and acquisition of other businesses. Of late, Totalkare’s parent has bought both Bradmac and Tecnik Engineering.
Bradmac is a trade-only outlet for much the same range of products retailed by Totalkare. Tecnik, meanwhile, is a pit fabricator. After purchase, it moved from Hereford to the same Black Country estate that houses Totalkare. Significant growth has followed for Tecnik, which retains its ability to undertake highly specialised work. While Totalkare built its name on lifts, bringing a pit manufacturer into the fold was a logical move, says Marketing Manager Steve Braund.
“Offering both gives us a competitive edge,” he explains. “Customers still buy pits and lifts together; around 70% of orders for pits are from clients that already use our other products. In addition, with us regularly selling equipment commonly combined with a pit, such as in-ground brake testers, shaker plates or pit jacks, adding pits to the product mix made commercial sense.”
Growth beyond vehicle lifts rapid for Totalkare
Pits are now a key part of Totalkare’s range via an approach that it employed previously when adding products. Those other existing lines include brake testers, headlight beam calibrators, tyre changing equipment, and wheel aligners. The latter are units that the business believes can significantly benefit operators, with CEO David Hall noting that for the right size of fleet and commercial garages, “there is no better investment than a wheel aligner.”
“There are big operational savings to be had if wheel alignment is taken seriously,” he continues. “A properly aligned wheel minimises fuel or energy consumption and CO2 emissions and maximises tyre life.”
Totalkare offers wheel aligners that can align all axles, including drives and steered tag units. Some in its catalogue can assess the need for action via a drive-through check, while the checking of tyre pressures can be a complementary process.
“Operators and garages are starting to take up wheel alignment, but it is about education,” adds Sales and Marketing Director Adam Bowser. Products in the wheel alignment field are supplied in partnership with manufacturer Hunter Engineering Company, a business that delivers what he says is “excellent” customer support.
Wheel service an increasing area of focus
“Wheel service is a good area of future growth,” Adam continues. Tyre changing equipment sold by Totalkare is not from Hunter, but instead comes from an established partner. “We value long-term relationships, and we find that customers want to purchase from as few suppliers as possible, although that does not mean we are reactive; instead, we pride ourselves on being proactive on new products.”
The latter puts Totalkare in a position where it is growing what it sells to existing customers, in addition to bringing new clients onboard. Reconditioned column lifts are still a key part of the business, and it is now starting to refurbish and resell brake testers.
Supply of column lifts remains the biggest component of its business despite expansion with other product lines. Growth has not been limited to the equipment catalogue, however. Staff numbers are now well over 100, with a focus in that area on supporting new products and “buying in knowledge,” as David describes it.
Expanded similarly is the amount of stock held in the West Midlands. “We have created a market that requires equipment and service quickly, and we want customers to think that way,” says David. “It works well for us, but it means that we have had to increase our stockholding. The value of products on the shelf has doubled in recent years and the amount of transport into and out of our warehouse has grown significantly.”
Some things remain constant for Totalkare
Most of the Totalkare product range is available from stock, including scissor lifts. Two items – pits and flush-floor central pillar lifts – are made to order, although Tecnik has increased its output three-fold since purchase and so pit availability has risen substantially.
Are further acquisitions on the agenda? Not in the foreseeable future, says Adam. Efforts are focused on consolidating Bradmac and Tecnic into the established business and growing what is done already.
That includes workshop fit out and the supply of pits on a standalone basis, and ongoing refinement of existing products. Smaller add-ons – such as floor paint and similar – are always of interest and further product range additions are not ruled out.
Maintaining the same business ethos that was there when Totalkare was solely a column lift supplier is also a priority. “Even as we have grown, our approach to customers is that we are a friendly bunch and easy to do business with,” says David. “We are focused on retaining our customer centric culture and being a great place to work. I want customers to hear the genuine smiles on the faces of our team.”
