Creme Bikes, picked up by Hotlines last month, is targeting non-cyclists and cyclists alike, according to brand head Szymon Kobylinski.
Speaking to BikeBiz at the trade launch of Creme Bikes, Kobylinski said that the new cycles had been designed with simplicity in mind.
It's a decision that has borne fruit already, according to Kobylinski: "These bikes are for everyday people who don't necessarily ride bikes, for people who don't need carbon and clever components. The range has been tested with non-bike people and has gone down brilliantly."
"The UK is a massive territory for us and the retailers here appear to have placed strong pre-orders based on the catalogue shots alone."