On Forme: Based around a regular brand seminar format, Moore Larges Derby show proved an education for those unfamiliar with the many new brands featured in the firms catalogue. Mark Sutton discusses some of the new products now available on the front line...
The Moore Large show was unmissable for many due to the introduction of Forme, a new road brand tackling key price points, of which the majority of the country’s specialist dealers struggled to get stock of during last summer’s sales boom.
The event, though, gave retailers plenty of reason to make the journey, with the introduction of new brands and the promise of a balance of educational seminars and one-to-one time with brand managers.
For the most part, it was Basso and Forme brand manager Adam Biggs who drew the crowds. With an introductory range of five bikes on display, all within the Cycle to Work bracket of up to £1,000, Forme’s line-up is key to those looking for a replacement or alternative to the established leaders in this sector.
From September, the 2011 range will be trickling into stock, with 25 models ranging from £300 to £1,500 expected to arrive. Designed totally from scratch, the 2011 range won’t be limited to just road bikes either.
Biggs tells BikeBiz: “We’ve had a great show reception to Forme, with strong orders. Stock arrives at the end of March. I think dealers have warmed to the brand, partly because of the stock shortages last summer of road bikes in this bracket, but also due to the intentional Cycle to Work friendly pricing. The brand will only be sold to those with a bricks and mortar store too, which is important in keeping its appeal to the trade.”Article continues below
Biggs’ other brand, Basso, has gone through a major period of increased popularity as well, having grown over 1,000 per cent in the past 12 months.
Biggs believes this is down to a strong marketing drive and competitive margins and price points, upping the brand’s appeal to both retail and consumers alike. The Astra remains the best seller, while the new Diamante is anticipated to pick up the pace this year due to its competitive pricing, said to be around £500 cheaper than other framesets on the market.
Next door to Basso and Forme, and just as popular, was the Haro and Premium Product seminar room. The focus here was a range of BMX race bikes, with one custom build revolving around the brand’s Race LT frame and a carbon Sinz fork. In-store POS is one incentive ML provides with both brands.
Premium Products now offers a range of complete bikes, with the flagship Garret Reynolds signature model sat at the top of the range, costing £469 and built onto the rider’s Death Trap frame. The Premium line is well specced with Odyssey’s popular plastic ‘Twisted’ pedal featuring throughout, as do colour co-ordinated Alienation rims.
HaloGlow was one of Moore Large’s exclusive brand additions that almost went under the radar due to its compact line of four helmets. Two styles are available, sport and commuter, though it’s the unique built-in light that had many asking questions. The fully in-molded design of the £39.99 model features a built-in rear light and glowing strip covering the helmet’s diameter. A cheaper shelled version of the same helmet is also available in the two styles. All are tested to CE standards.
For Knog’s many fans, much of the product had been seen previously at the Cycle Show in London. However, behind closed doors, BikeBiz was given a sneak peak of some of the security products soon to join the catalogue. Knog’s founder, Hugo Davidson, said: “There will be 48 new products launched before January 2011, which means we’ve got a pretty hectic schedule this year. The range goes well beyond the lighting gear that we’re best known for. With the introduction of computers, silicon-coated locks and more, the range will have real depth.”
All Knog packaging is now made from recycled materials and printed with soy-based inks.
If you were in attendance at the show, chances are that you’ll have tried Science in Sports’ new Build Bar. Aptly named, the snack is designed for use after exercise and designed to help muscle growth. With 20 grams of protein, the bar is available in a chocolate and peanut flavour only. In response to consumer demand, the brand’s popular Go Bar has also been made available in a smaller portion, and utilises a recipe change that has made the final product softer and even more appetising.
Having been introduced to the Moore Large stable just prior to the house show, folding brand Oyama was of particular interest to urban cycle retailers. Founded four years ago, the Taiwanese-built bikes are designed in cyclist-Mecca Holland and are now in stock at the distributor’s Derby-set headquarters.
Beginning at £299.95, the catalogue spans four defined niches consisting of sport, pure, classic and urban.
Dealer support is already planned years ahead, with a campaign due to hit the consumer press once a firm nationwide dealer base is settled. The brand will have a presence at the London Cycle Show this year and dealers signed up as stockists will be listed on the firm’s website – www.oyama.eu.
Moore Large is seeking 100 dealers nationwide by this summer and the main bulk of the products, including the range-topping £899, 18-speed Tiagra folder, will be in stock by April.
At trade shows, childrens’ products are often overlooked in favour of the latest shiny fixie (of which Onza now has one stunningly crafted model that is worth a look), though family-friendly dealers should take note of OK Baby’s latest product addition.
Though an entry-level piece, the brand’s BodyGuard baby carrier is well suited to be a key stock item going forwards. Offering protection more or less all over, including from side impacts, the ergonomically designed seat has a set back headrest to accommodate smaller heads. Thirteen adjustable straps hold the child firmly, while the EU/GS tested chassis is reinforced for added protection.
For the latest information and updates to Moore Large’s stock and catalogue, log on to b2b.moorelarge.co.uk.