The trade supplier will exclusively distribute the US protective colour-change film brand across the UK, offering installers a dry-apply coloured PPF system
William Smith has been appointed exclusive UK distributor for Cheetah PCC, bringing the US protective colour change film brand to UK installers for the first time. The launch is one of William Smith’s biggest portfolio additions of 2026 and gives wrappers a new way to deliver standout colour change and paint protection in a single film.
Coloured PPF delivers film protection with the finish of a colour change, all in one product. Cheetah Wrap has built a strong following in the US on the strength of that film, helped by colour names installers remember and customers ask for by name. It now brings the same range to the UK.
Cheetah PCC – Protective Colour Change – combines a premium, paint-like colour finish with protection against scratches, stone chips and weather. For installers, its dry-apply technology and air-release channels are designed to make application faster and more familiar than traditional wet-applied colour PPF, with installation up to 25% faster than standard vinyl or wet application.
Securing sole UK distribution rights to a brand with this level of momentum reflects where William Smith sees the protection films market heading – products that give customers the visual impact of a colour change without compromising on protection or installer experience. The move underlines the company’s confidence in coloured PPF, a category showing clear and sustained growth.
“This is arguably the biggest thing we have added to the portfolio in 2026. Cheetah PCC has created real excitement in the US, and we are incredibly excited to bring it to the UK exclusively through William Smith. It gives installers something genuinely different to offer: incredible colours and a premium finish, with the added benefit of paint protection and a dry-apply system built with the installer in mind,” says Lindsay Hutchinson, Head of Marketing at William Smith Group 1832.
The strength of Cheetah Wrap is in the film itself. The range runs to 63 colours and finishes, each built on a 200 micron TPU construction that shields factory paint from stone chips, scratches and road debris while changing how a vehicle looks. A patent pending dry apply system with built in air release channels makes it quicker to fit than traditional wet apply colour PPF, which matters when installers are turning jobs around quickly.
The film reaches the UK through Fellers, the US distributor supplying William Smith with the range.
“Cheetah PCC has been designed with installers in mind, for those looking to offer their customers something different. It combines the colour-change possibilities of a wrap with the added benefits of PPF, including a high-gloss finish, stain protection and self-healing properties. For customers who want to change the look of their vehicle while protecting it at the same time, it’s a really exciting proposition,” says Tom Hogarth, Sales Director at Fellers.
The colour names do a lot of the work. Distinctive names rather than dry codes give the range character, make it easier to sell across the counter and set Cheetah Wrap apart from film sold on codes alone. The line-up includes No Caption Needed (Gloss Black), I’ll be back (Nardo Grey), Positive Vibes Only (Bright Cab Yellow) and Show Me The Money (Gloss Pine Moss Green).
William Smith has supplied protection films for years, and coloured PPF is exactly the kind of product it set out to lead. Cheetah Wrap pushes that commitment a good deal further. With a huge stock selection on the shelf, including an extensive selection of gloss, matte, satin and colour-shifting finishes – from subtle, premium tones to high-impact colours designed to turn heads. It gives installers more creative choice and a strong visual story to take to customers looking for something beyond a conventional wrap.
There is more to the launch than the film. William Smith is lining up launch events, with dates to be confirmed, and has opened a members’ club, Cheetah Club, creating a community around the brand and giving members access to exclusive content, merchandise and more. People can register for Cheetah Club through the William Smith website.
“We have put serious weight behind Protection Wrap Films over the past couple of years, and Cheetah PCC is the natural next step. It gives our customers something different to put in front of their own clients, the protection of a film with the finish of a colour change, backed by a better installation experience and a great price point. With Cheetah Club live and events lined up, we want UK installers to be among the first to experience what’s made the brand stand out in the US,” Lindsay concludes.
Cheetah Wrap is now available to order exclusively from William Smith. See more information at williamsmith.co.uk/cheetah.