About us

Who we are

We have been a pioneering force in the wheel and tyre industry for more than 55 years. Today, 550 STARCOnians make up a great team bound by a passion to develop, manufacture and deliver clever wheel and tyre solutions.

What we do

Our specialty is low and high volume standard and bespoke complete wheels for a wide range of applications – from the smallest wheelbarrow or trailer, to large agricultural or industrial machines and implements. We deliver clever wheel and tyre solutions and service customers in eight different market segment: Light transportation, Industrial vehicles, Utility and ground care vehicles, Tractors, Agricultural implements, Trailers & caravans, Specialised vehicles, and National distributors. Our business is a B2B business and our customers a primarily original equipment manufacturers.

How we do it

Our 2020 Strategy, “One STARCO”, is a very much about aligning and focusing our business to grow profitable. Our focus is persistently on becoming an even stronger partner in wheel & tyre solutions for our customers being either original equipment manufacturers or national distributors. We partner with the customers to understand their needs and deliver value beyond just the wheel or tyre. We understand the applications and the wheel solutions enabling us to develop, manufacture and deliver clever wheel solutions. To us, clever means understanding the use of the application and the wheel solution whilst considering cost, quality, supply and other customer requirements. Our focus is on improving the solution for our customers to make their customers even more happy.


We strive to be recognised as the preferred partner
for clever wheel solutions by our target customers


We are organised in corporate support functions, according to customer segments  and work across boarders – because our major customers are present in various countries and work across borders too.

STARCO organisational plan 2016


Headquartered in Denmark, with factories in the UK, Croatia, Sri Lanka and China, and eight sales, service and distribution locations across Europe - big enough to matter, but small enough to care.

STARCO at a glance:

  • 55 years of experience
  • > 550 passionate people - many with seniority of over 15 years in the business
  • 4 manufacturing sites in Croatia, China, Great Britain and Sri Lanka
  • 8 sales and distribution locations across Europe and headquartered in Denmark
  • 2.5 million wheels manufactured per year - stacked, this is the equivalent of 15 Mount Everests
  • 95% of the wheels we sell we manufacture ourselves
  • 110 million EUR turnover in 2016
STARCO Location Map


STARCO joins the Kenda Group

Today, the European wheel and tyre supplier STARCO becomes part of the Kenda Group. STARCO will continue to operate as it does today, and the 2020 strategy remains unchanged. Besides a good cultural, organisational and strategic fit, both companies see significant long-term opportunities.

STARCO launches two innovative wheel and tyre solutions at Agritechnica 2017

From 12 to 18 November, STARCO will join 2,900 exhibitors at Europe’s largest agricultural fair in Germany, Agritechnica, for introducing two new clever wheel and tyre solutions to the market: the innovative HT Pro, a low profile 10 inch solution for haytedders, and STARCO HS Flotation, a premium 17 inch tyre solution for agricultural implements. STARCO’s European Agricultural team will welcome visitors right across Michelin’s superior stand, in hall 3, where the group of experts will present both in-house developed and manufactured products and discuss how the wheel and tyre can improve the performance of different applications.