Client Background
Chrome Illusion supplies silver and chrome spray-on coatings. These coatings can be used on almost any substrate from glass for mirrors and 3D models to alloy wheels and pieces of sculpture. Spraying on this 100% reflective coating is a much quicker and easier application method than traditional methods.
Not only do Chrome Illusion supply the coating, but they also make and supply the equipment and systems that enable their customers to apply the product themselves. Additionally, they also train customers worldwide in coating applications. Chrome Illusion is the first company of its kind in the UK.
Tony Spring, founder and MD, started the company 18 years ago with the aim of being the best in a niche industry. With no one in the UK supplying a similar product or having a similar service offering, Tony went to a company in Florida to undertake his initial training and purchase products.
When Tony returned home, he found the system didn’t perform as expected, as the coating needed heat to work properly, something the cooler climate of northern England couldn’t provide. He trained in advanced chrome-plating in Canada and bought products from them, but quality issues and the time difference made it difficult to resolve problems.
Determined to find a solution, Tony began experimenting with his own formulas. Using his chemistry knowledge, he researched and tested different approaches until he made a breakthrough, allowing him to move forward to the next stage of testing.
After two years, Tony had created his own chrome solutions, and some basic formulas, that he could take to market.
Business Objectives
With this all achieved, the task was now to find a supplier that could deliver consistently high-quality products, and help with manufacturing the formula, as well as looking for areas of improvement.
Prior experience with the industry had led to some hesitation, so Tony chose to look local for his goals. During this period, Tony got in touch with a local chemical coating manufacturer, ReAgent.
Why Chrome Illusion Chose ReAgent
After visiting our facility and purchasing the products needed for manufacturing, Tony began to realise that ReAgent could be more than a simple part of the supply chain, We could help with further product development and full-scale production:
“ReAgent gave me great advice and were totally supportive from day one. I started off buying the odd product but I knew the formula I had could be improved so I decided to talk to ReAgent about it. I worked really closely with them and we’ve tried lots of different formulations to get it closer to where I wanted to be – and the end result is a high quality, consistently effective chrome coating for my customers.”
Over the last ten years, Tony has worked closely with ReAgent to refine and improve the coating, benefiting from a collaborative approach that combines his expertise with ReAgent’s technical capabilities.:
“This process has been a real learning curve and the product has improved significantly. Now that ReAgent manufactures the coating, I know that every batch I buy will have been rigorously quality-checked and will be exactly the same as the last batch I bought and the next batch I’ll buy.”
This ongoing partnership has focused on ensuring consistent quality, rigorous testing, and comprehensive support, giving Tony confidence in every batch he receives
“Their batch numbering system also means that if there are any problems, they can be identified immediately. ReAgent has also provided me with comprehensive material safety data sheets (MSDS). I have total peace of mind.”
The Results
Chrome Illusion has grown by 150% over five years, and ReAgent supported through this scale-up process. Their prestigious clients include Norton motorbikes, whose original Isle of Man TT race bikes are chrome plated with our formula and new production bikes based on this TT bike are also about to be launched.
“Now that I have the backing of top quality, cost-effective chemicals, I’m in the position to progress and try new things. When I want to do that, ReAgent is there to provide the technical advice I need. Being able to pick up the phone to someone I know is going to help me is something I can’t put a price on.”
