Car Spares Factors (CSF) has released details of its revitalised logo. This is part of the ongoing evolution of the company’s brand, which was established in Highbury and previously went by the name of Alpha Automotive Spares.
CSF, a name you may recall from our interview with its co-owner Sanjiv Shah in November last year, has “grown and advanced over recent years”. The business felt it was time for an update: a more modern design, colour, strapline and font.
Whilst the brand looks a little different, what Sanjiv and his team do hasn’t changed. They’re still wholly focussed and committed to providing car parts, spares, tools, consumables and accessories their customers need and fast.
To back-up that point, we put a few questions to Sanjiv!
Q. Why is this the right time for a brand refresh?
A. “CSF is in a phase of noticeable growth. The sixth branch was launched last September, which extends the geographical reach into Essex, as well as North London and Hertfordshire.
“New team members on-board, two directors at the helm with ambition not only for them but for the team as a whole. Investment in technology, regular and proactive marketing, slick processes, excellent warehousing and logistics, fast deliveries. The new brand represents a more modern look and feel to align with all of these things.”
Q. What does a brand refresh represent for CSF?
A. “Another chapter in the company’s impressive history (see timeline right). Investment in the business and the team.”
Q. What does CSF hope to gain?
A. “Customer loyalty; many customers have been working with CSF for decades. (We also hope for) new customers, expanded reach (Waltham Abbey) and a reputation for delivering parts, fast.”
Q. New branch, new logo – anything else in the pipeline that you can tell us!?
A. “Watch this space!”
CSF Timeline
1970s
1977: Established in Highbury as Alpha Automotive Spares
1977-82: Acquired adjoining properties to create 10,000 sqft
1980s
1986: Added 2,000 sqft of warehousing space
1988: First supplier in North London to introduce free delivery
1990s
1990: A fleet of five vans covering customers in a five-mile radius
1992: Acquired Car Spares Finchley
1993: Operated second site from enlarged premises on Ballards Lane with a delivery fleet of three vans
1996: Acquired John Michael Car Spares in Harringey
1997: Acquired AK Motor Spares in Muswell Hill
1998: Opened fifth site in Barnet
2000s
2001: Relocated Ballards Lane to a larger unit in North Finchley to allow for further expansion
2003: Invested in MAM software and fully automated all stock control, invoicing and accounting. Created a electronic catalogue
2005: Opened a new depot in Welwyn Garden City
2008: Relocated Muswell Hill and Harringey branches to a single site in Vale Road
2010s
2010: Management buy-out and rebrand as Car Spares Factors
2011: Relocated Drayton Park depot to the Vale Road site – depot now has 10 drivers and £500,000 of stock
2012: Relocated North Finchley warehouse to a new 12,000 sqft unit which is now CSF headquarters
2013: Acquired warehouse in Park Royal and opened a new branch there
2020s
2022: Waltham Abbey branch opened
2023: Brand refreshed
