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Oxford: 'We need to take control of our brand' - BikeBiz

Oxford: 'We need to take control of our brand'

Oxford Products have instigated an array of changes to the business.
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The appointment of David Jesson as the brand’s new commercial head is the first of many alterations to the way the firm does business. Whereas Oxford will continue to deal with a range of regional and national wholesalers, the brand has announced that it will now supply retailers with its range of over 3,000 products directly. Oxford will now be complementing its current sales team with an expanded department to deal solely with retailers.

Oxford says this change is aimed at improving the relationship the company have with independent bike shops. Jesson commented: “The brand building opportunity presented by hundreds more premier independent bike stores around the country cannot be ignored any longer. We need to take control of our brand in the marketplace, protect its reputation through selective distribution and offer high levels of customer support so Oxford becomes the supplier of choice.

“We have been supplying the cycle industry since the mid-80s, when we pioneered D-locks and even went as far as TV advertising! Having built an impressive range of over 3,000 products, we’re now a one-stop solution for parts and accessories. It’s time for our cycle business to come out from the shade and show the world what it can do.”

Building on the announcement that they will deal directly with IBDs, Oxford further announced that the products available directly from them would not be limited to Oxford’s own product range. Whereas Oxford have offered third party brands in their motorcycle range for many years, this move represents a shift in Oxford’s business model. Regarding this news, Jesson said: “In short, the right brands will enhance our offering as a one-stop-shop for retailers. We are right at the start of this project, so it is the perfect time for brands looking for a very focused partner to speak to us.” Oxford currently has distribution partners in over eighty countries, and has confirmed a new fifteen-country deal for the majority of its cycle range.

www.oxfordproducts.com

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