BikeBiz Bicycle and cycling retail news
Dave Loughran started Planet X in the mid-90s. It catered initially for the emerging jump market by producing super-tough components at value-for-money prices. Now it has a wide portfolio of mid to top-end MTB products, including frames, saddles, and helmets. It also has road and time trial frames, and a skate/bike helmet. All the products are still made to last: consumers who break any Planet X product within two years get a no-quibble replacement.
The Jack Flash MTB frame has been sold worldwide and enabled Planet X to open accounts in the US, Canada, France, Sweden, Finland, Denmark, Holland and Australia. The latest incarnation was unveiled at Sea Otter in the US. Planet X 7mm-thick neon handlebars are cult objects for French MTBers.
The Planet X roster of riders has helped to raise the Yorkshire brand’s hardcore profile. As well as full-on team members, affilated riders include Bobby Root, the world wheelie record holder; the Houseman brothers of the US, who lost their rides on the US Tomac team when it was disbanded; Zoli of Australia, a maker of exteme videos; and, of course, Nick Craig, the reigning XC champion in the UK.
Having had a direct selling arm for a year and a half, Planet X is still developing firmer and firmer roots into retailers, in the UK and overseas. The Planet X websites in the UK and the US still promote direct sales but there are also dealer locators.
Planet X has been available from wholesaler Tony Wilkinson to date (and still is) but the stock-in deal with H&J will increase the brand’s footprint in the UK. H&J will have Planet X frames and accessories on its stand at the International Cycle Convention at Harrogate in two weeks time. On display will be the new Jack Flash frames, the full range of helmets and saddles, and the new road and time trial frames.
Most of Planet X products are now packaged in rugged clear plastic display hanging bags (but not the frames, natch). These reusable bags have a full-length zips, and after they’ve displayed the product, can be re-used as wallets, tool pouches, or document holders. Neat.
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