2pure hits growth spurt - BikeBiz

2pure hits growth spurt

Distributor takes on four exciting new brands and grows sales 67 per cent like-for-like in first two quarters
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Scottish distributor 2pure has more than doubled its like-for-like sales in the first two financial quarters, while adding four new brands to its portfolio, including Ibis Cycles and tool brand Pedro’s.

The firm’s managing director, George Bowie, told BikeBiz: “The first two quarters of the financial year have seen us grow by 67 per on like-for-like sales over same period last year. We have revaluated our existing brands and exited three partnerships in the past year. This has allowed us to openly discuss options with Pedro’s, Ibis, DeMarchi and Chamois Butt’r. One of our key decisions in taking on a new brand is: ‘does it add anything to the category in the UK?’ All of these brands do.”

2pure has high aspirations for the newly added Pedro’s brand in the UK, hoping to sit it within the top two lube, cleaning and tool brands in the UK. The entire product range is now available.

Bowie talked about the brand’s promotion: “Pedro’s green heritage is not a PR gimmick as it has been an integral part of the business and products since conception. We will work hard communicating this message and the product performance will speak for itself. We will support trail head centres and events that are interested in reducing their impact on the environment.”

Having secured a major deal with Ibis, 2pure is now able to offer the multi-award winning Mojo SL in the UK, along with other innovative bikes, such as the Tranny, shown at the Cycle Show recently. This model can be adjusted at the bottom bracket, with the frame’s chainstays effectively lengthening to achieve the perfect chain tension.

Bowie said: “We are excited to have the opportunity to make Ibis product more readily accessible and at a lower price to the UK consumer. Our focus will be on setting up multiple demo centres across the UK where the product can be test ridden. If you are looking for a carbon full suspension bike then it must be an Ibis. However, for us the Silk and Hakalugi are unique and offer American heritage to the carbon road category. And the Tranny sparks desire in every person that has a passion for hard tail performance.”

Chamois Butt’r has scored some great reviews stateside. Now part of 2pure’s catalogue, Bowie hopes that the brand’s 9ml sachets will introduce more people to chamois cream.

“This category has one major player and suffers from availability. This is partly due to the category growing fast, but it still remains niche,” said Bowie.

“Chamois Butt’r is all about getting new users to try lubricant. We will soon be placing over 30,000 sachets in the market FOC, via cover mounts in magazines and goody bags at events. Finally, all retailers will have heard of DeMarchi and orders are already flying in to 2pure.”

Bowie concluded: “The road market is growing and there are plenty of brands catering for the athlete who is looking for quality product. DeMarchi’s focus is to make quality artisan products. The fit is aimed at the cyclist who maybe isn’t ripped and lean and is looking for a more flattering design, but demands the best.”

2pure: 0131 448 2884

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