Optimum Sports looking to make inroads in cycling market

Originally a manufacturer of rugby goods, Optiumum now has a strong catalogue of cycling goods - we find out more
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BikeBiz: Can you fill us in on Optimum’s rugby background?
Sean Deane, Optimum: Optimum was established in 1996 and has grown to become one of the world’s leading rugby protective brands, supplying the British Lions team in 1997 and the World Cup winning England team in 2003. Supplying over 400 independent general sports retailers and distributors across the world in France, Canada, USA, Italy and Australia amongst others, Optimum is one of the most recognised brands in the rugby world.

Moving on to the cycle side of the business: To give an idea of the depth of the range, how many items are in the Optimum line-up?
The range is continually evolving and at the moment it is split between clothing and accessories with over 40 individual lines – and there’s even more to come.

Can you explain the Hawkley and Nitebrite ranges? Is one a particular focus for Optimum?
Both ranges are targeted at the commuter and cycling enthusiast with the Hawkley range being for everyday use and the Nitebrite range more specifically being manufactured in fluorescent and reflective materials to enhance visibility in the dark.

How does Optimum stand out against the competition?
As an already established and respected brand in the sports industry, we are able to bring to the cycling market our knowledge and expertise that we have used in rugby to the manufacturing and production of our cycling range. In addition to this we have always prided ourselves on creating innovative, exciting and technically advanced products.

And you’re looking for dealers to take the brand on?
Yes, as detailed we currently already supply over 400 independent sports retailers and are excited to get involved with the cycling specialist retailers too. After exhibiting at both the London Bike Show and The Cycle Show at the NEC, we have already opened many new accounts and would like to build on this.

Have you got any point of sale options for dealers?
We have a number of POS options promoting the brand in general, i.e. window stickers, posters, slat wall headers. We now have a cycling specific range which is available on request and can be dispatched with initial orders.

What are the best contact details for retailers to get in touch?
We have a network of regional Sales Representatives around the country already who are more than happy to call in and present the range. If any retailers require more information, please feel free to contact us direct on 01942 497707 or at enquiries@optimumsport.com and we can make an appointment for you.

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