Michelin Acquires Tyroola to Boost E-Commerce Presence in Australia and Asia Pacific

Michelin has recently expanded its e-commerce footprint in Australia and the Asia Pacific region by acquiring Tyroola, Australia's third-largest online tyre retailer. This move is aimed at enhancing Michelin's understanding of customer behavior and purchasing processes in the digital space, ensuring an optimal customer experience from online searching to tyre fitting. Tyroola, known for its vast array of tyre brands and models, will continue operating under its established brand.

Transaction Snapshot

  • Deal Value: N/A
  • Deal Type: Acquisition
  • Buyer: Michelin Group

Tyroola has made a significant mark in the online tyre retail sector, offering a diverse range of over 52,000 stock-keeping units (SKUs). The company facilitates online purchases for consumers, who can then access tyre fitting services at over 700 centres across Australia and New Zealand. This acquisition reflects the evolving trend in the tyre market, where e-commerce and online information seeking are becoming increasingly important. Approximately two-thirds of motorists research tyres online before purchasing, and a growing number are completing their purchases digitally.

Andreas Voss, CEO of Tyroola, highlighted the company's rapid growth since its inception in 2015. Tyroola has sold over 650,000 tyres to more than 120,000 customers, capturing 16% of the Australian online tyre sales market for private individuals. Lorraine Frega, Executive Vice-President of Business Line Services and Solutions at Michelin, expressed enthusiasm about incorporating Tyroola into Michelin’s portfolio of eRetail companies. This acquisition is part of Michelin's broader strategy to expand its digital retail presence globally, with Australia being the seventh country in its investment portfolio, following Canada, Egypt, France, Italy, South Africa, and the UK.

The acquisition of Tyroola is a significant investment in the region, underscoring Michelin's commitment to both Australia and the broader Asia Pacific market. This strategic move not only strengthens Michelin's e-commerce capabilities but also promises to enhance the tyre purchasing experience for customers in these regions.

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