Avocet Launches Five New Brands for the IBD Market

Manchester-based bike manufacturer, Avocet, has launched five new bike brands exclusively for independent bike dealers (IBDs) at this year’s Cycle Show at the NEC.

Reaffirming its commitment to the UK’s independent market, Avocet’s new range of bike brands delivers real value across a wide choice of bike models covering many aspects of riding, from mountain bikes and electric bikes, to tandems and heritage ladies bikes (see Notes to Editors).

De-Novo is a brand aimed at boys and girls and boasts the excitement, adventure and attractive design all children look for in their first serious bike. For adults, Riddick – a high-end ATB brand - and Ryedale – a ladies’ heritage brand - target specific audiences with their focus on aesthetics and high-specification components.

Simmonsohn – tandems - and Lectro – eBikes - are Avocet’s niche brands that add even more variety to the portfolio.

“All the brands in our new collection have pedigree, quality of build and performance at their very heart,” said Avocet Chairman, Steven Walsh. “There is truly a brand to suit everyone from our large portfolio.

“Each one has been carefully tailored with specific audiences in mind, getting to the heart and soul of each aspect of the cycling world and drawing on these values to build strong, stylish collections.”

Value, quality and choice are crucial to Avocet’s aim of bringing the very best products to IBDs in the UK and across the world. 

“We strive to be the leader in the European cycling market with brands built on a love of cycling and a passion for the great outdoors,” added Mr Walsh.

Avocet received investment from Hero Cycles, the world’s biggest bike manufacturer, in 2015. The company has since undergone a rebrand and a change in focus that has seen a strong commitment to Independent Bike Dealers from both companies.

“We are committed to the independent bike dealer market, who are the absolute lifeblood of our business,” added Mr Walsh.

“Loyalty and trust are key to developing a long term relationship with bike dealers. We aim to deliver the highest quality service, offer great value in our products and operate the highest levels of support for our customer network.”

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