BikeBiz Bicycle and cycling retail news
Raleigh is to outsource production of Diamondback’s five top-end BMX bikes to German firm KHE. The UK design team will remain in charge of the aesthetics, though top-of-the-line models will now come specced to a greater standard, utilising KHE and Diamondback’s own aftermarket components.
Due to be debuted at the Relentless-sponsored National Action Sports Show, running from Friday July 10th to 12th, the range tops out at £599.99 for the Alt model.
Described as “a showcase of what the partnership can achieve”, the Alt has a full chromoly frame and KHE’s aftermarket Astral and Astern hubs laced onto the manufacturer’s Big O and Big V rims. Unusually for a complete BMX, the bike’s rear hub is a nine-tooth freecoaster, which alone costs around £125.
Many of the top-end models come equipped with KHE’s groundbreaking Mac2 folding tyres, which claim to be the lightest available. Unsurprisingly, the Alt tips the scales at a featherweight 10.2kg, placing it in the bracket some custom builds find hard to achieve.
Raleigh’s marketing manager Geoff Giddings said of the overhaul: “The main emphasis on our range this year is that instead of taking the Diamondback USA range we decided to develop our own line-up along with KHE for our top five bikes and then below that with our own factories.
“We have specced and designed all the graphics in-house and worked with all the manufacturers to present a really exciting and dynamic range. For the top of the range models the emphasis has been on getting the weight of the bikes right down, now a major selling feature for BMX.”
An extensive marketing schedule is in place to promote the revamped brand too, with promotional material available to dealers from early July. Those involved in Raleigh’s stockist programme will also be listed on a poster due to be inserted into Ride BMX mag later this year. Factory Media’s title will then carry advertisements promoting the brand from September going forwards.
A new website is also in the works, alongside a promotional video to be created by Raleigh’s appointed in-house video producer. This title will star the newly-created Diamondback ‘Flow Team’.
