Fat Lad At The Back expands presence at J E James

Kieran Howells
Fat Lad At The Back expands presence at J E James

Cycling wear brand Fat Lad At The Back (FLAB) will be expanding its presence in one of the UK’s largest independent cycle retailer J E James.

Since launching the partnership just last month, the retailer has placed six more orders with the brand to be placed in the family-run business’s three stores in Rotherham, Chesterfield and Sheffield.

The news comes on the cusp of the launch of the new FLAB Autumn Winter collection.

J E James Partner Mark James said: “Fat Lad At The Back has been a positive addition to J E James, it’s been great to see just how many existing and new customers have really taken to the brand. Our aim is to stock as wide a selection of cycling goods as possible, whilst ensuring that each product line has been tested for quality, performance and value for money.

“Fat Lad At The Back products has definitely ticked all three boxes and are a great addition to J E James. We’re looking forward to continuing our work with the brand.”

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The partnership was in response to increasing demand for premium cycling wear in a greater variety of sizes. FLAB items available to purchase in J E James, includes the new Stealth range which, for the first, time drops the Fat Lad At The Back wording and opts for discreet branding.

Fat Lad In Charge Richard Bye said: “This has proved to be a real investment for the brand and we’re thrilled to be building a real presence in such reputable stores. We look forward to seeing our new Autumn Winter collection in J E James stores soon."

FLAB, which is manufactured in Italy, already has a presence in leading clothing retailer Evans Cycles. The business is based in Yorkshire and launched in 2013. The brand offers performance led cycling, triathlon and running wear for men and women in sizes ranging from 36” to 58” chest and 34” to 50” bust.  

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