Surly has had its the best year ever in the UK in 2013, with a a growth curve that has seen around 150% (y-o-y) over the last five years, BikeBiz has been told.
Ison has worked with Surly for over a decade and this year the brand has a completely new model - the Ice Cream Truck (ICT) - as well as an updated Omniterra Line.
The ICT is Surly's first symmetrical Fat Bike with a 190mm symmetrical rear end and a Steel Tapered Bolt thru 150mm spaced front fork, held together with a 4130 steel frame that is triple butted and externally tapered with a Press-Fit 132mm BB and 44mm Headtube. The ICT come in two versions; a 5” and 4”Ops (optional) Version. Optional parts for those that want the same handling (it has the same frameset) as a 5” version but prefer the feel of the 4” tyres. RRP £2399.99 for the ICT and £2199.99 for ICT Ops.
The new Omniterra models consist of a new ‘lightweight’ single speed Pugsley Option which comes with a single speed conversion kit on a cassette hub so riders can add gears if you choose to later. RRP £1499.99.
Patrick Joscelyne, Surly Brand Manager, said: "In 2009 we only had five dealers and buying a Surly was a little difficult if you were outside of a handful of locations. It required a journey both online to the Surly site for information and a physical journey to one of those five stores. Over the last five years we have expanded the dealer base to be over 50 strong spreading out across the country from those initial stores, all of which are still with the brand."
"Both Surly and Ison’s websites direct interested customers to the dealer network for information and purchasing and Surly actively promote their bikes as being purchased via professional bike shops. i.e. shops that understand their products as well as understanding what the customer wants, and mates the 2 together, providing high levels of before and after sale service and advice."
Surly is amongst the few brands to not work to the bicycle industry's model year, with bikes developed and changes made when necessary, reducing the impact of new lines on the dealer.