Avocet's IBD-only brands launched

Hayley E. Ferguson
Avocet's IBD-only brands launched

Distributor Avocet released five new bike brands in the UK at the NEC Cycle Show.

Comprised of Riddick, Ryedale, Lectro, Simmonsohn, and De-Novo, the product lines will be available exclusively to independent bike dealers, whom Avocet's chairman Steven Walsh emphasised “are the absolute lifeblood of the business.”

Aimed at children, the De-Novo “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 range of ladies’ heritage bikes – target specific audiences with its focus on aesthetics and high-specification components. Simmonsohn’s tandems and Lectro’s e-bikes are niche makes that provide additional variety to the portfolio.

After Hero Cycles – the world’s largest bicycle maker by volume – acquired a majority stake in the company, the Avocet team have been working to underline Avocet’s dedication to the independent channel.

Avocet supplies the IBD market with a range of branded products, whilst also stocking leading retail chains. Since November 2015, the IBD-only signings have been in the pipeline, as a part of a wider strategy that aims to “help independent bike dealers benefit from the upsurge in cycling in the UK.” 

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“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,” remarked Walsh. “Loyalty and trust are key to developing a long-term relationship with bike dealers,” he continued. “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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