A new battery importer is looking to shake up the sector by offering workshops more choice and quicker delivery.

Platinum Batteries, based in Tamworth, West Midlands, began trading in May and has quickly built up a strong customer base of factors, accessory shops, fast-fits and independent aftersales operations.

It hopes to retail up to 80,000 batteries by the end of the year, with a four-year target of 500,000 annual sales.

Managing director James Hylton, a former executive at Euro Battery Distribution and FIAMM Automotive, and sales and development director John Richards, also ex-FIAMM, set up the business to offer a flexible service, delivering products when customers need them - usually within 48 hours, but guaranteed within 78.

Hylton accuses the larger organisations of failing to offer sufficient quality of service. “We felt our industry was set to undergo further restructuring and consolidation and that this would create an opportunity for a company providing a fresh approach to product and service,” he says.

Platinum Batteries has set up supply deals with several manufacturers in the Far East and says its two-brand range (Prestige and Energy) features advanced technologies and a unique identity.

The company has built up a stock of 100,000 batteries, covering motorcycles to trucks.