A COMPANY that produces an innovative protection system for alloy car wheels is set to expand after moving into Worcestershire.

AlloyGator Ltd, UK designer and manufacturer of the patented alloy wheel protection system “AlloyGator” has relocated from Studley in Warwickshire to a 6,796 sq ft warehouse and office space unit in Heming Road, Redditch and is currently looking to add to its 15-strong workforce by recruiting local talent.

Since trading commenced in March 2010, sales revenue has doubled year on year with a key deal signed worth an additional £10m over the next five years for supply to the American market. The product is stocked in around 400 outlets across the UK and the business has established distributors in more than 25 countries with multiple patents worldwide. A family concern, it is headed by managing director Curt Rathbone and his father Chris, research and development director.

The idea came to Curt, then in the packing business, when he scuffed the alloy wheels on his company car and began researching the sector. After discussing the need for such a product with his father they came up with the design in 2005. The system, which vastly reduces the risk of wheel damage, was named Auto Express best product of the year in 2013 after beating 750 other products.

Made of super tough nylon, giving superior protection in all conditions, AlloyGator will extend the life of alloy wheels, saving time and money on expensive repairs. The AlloyGator sits between the alloy wheel and the tyre, not only protecting the alloy wheel but also enhancing its appearance.

Curt Rathbone said: “We like to think we are quite a success story locally. We are constantly adding new UK fitting partners and overseas distributors while continuing to retail direct via our website. The move to Heming Road on Washford Industrial Estate is part of continued expansion."

Ben Truslove, a director of property agents John Truslove, which facilitated the move, added: "It is a remarkable company which has spotted a niche opportunity and gone for it. It is a classic case of British expertise, R&D and product design paying off in a big way. As a country we remain brilliant at innovation.”