Blackcircles founder launches Rolo Tires consumer brand

London – Michael Welch, founder of online tire retailer Blackcircles which was later sold to Michelin, has unveiled a new tire brand, Rolo Tyres, targeting the European consumer market from first quarter 2027.

In a 21 May social media post, Welch, who also founded Tirescanner and Treadsy, said the new venture aimed to challenge the “traditional tire market hierarchy” by offering what he described as “premium quality at a more accessible price point.”

The brand will initially focus on direct-to-consumer sales and selected trade partnerships in Europe, offering summer and all-season products across passenger car, performance and SUV/crossover segments under the Rolo 1, Rolo 2 and Rolo t product lines.

North America is targeted as the next expansion market in 2028, according to Welch.

Announcing the launch, Welch said changes in the tire market had reduced the historical gap between premium and entry-level products, while EU tire label ratings had given consumers a more “objective” basis for comparing products.

“Drivers still want safety, confidence and quality, but they are far less willing to pay the traditional premium-brand price gap simply because of the badge on the sidewall,” he stated.

Welch added that the business would operate with a “leaner, more responsive” structure designed to scale internationally “without carrying the complexity the industry has traditionally accepted.”

According to the entrepreneur, the operating model draws on “30 years of experience building tire retail businesses around the world” and incorporates a proprietary “agentic operating system” aimed at supporting workflows and customer management.

No manufacturing partners or production locations were disclosed in the announcement.