Last Thursday (September 20th) Fisher Outdoor Leisure launched Eastway bikes to retailers at an exclusive venue adjacent to Regent’s Park, London.
A select group of IBDs were introduced to the brand and the thirteen bikes in the range, which has been created in-house by Matt Pryke and Steve Britz at Fisher to provide retailers with a focused solution for urban riders.
The range includes steel, alloy and carbon road bikes as well as four flat bar models and two cyclocross bikes. Their development utilised the knowledge and experience of welding and carbon specialists TWI to ensure the frames are built to highest standards. Designed with city riding in mind, the wheels have been built focusing on srength and durability, with SRAM road groupsets and quality brakes including discs specced across the board.
Fisher’s sales and marketing director Mike Cook said that the brand is proving to be a hit with consumers and the trade and with a PR company on board and a large marketing spend allocated to promoting Eastway, demand for the bikes is set to be high.
He enthused: “We’re really excited to be bringing this brand to the UK market, we believe that Eastway bikes will set the standard for city riding and will provide consumers with a safe, fast and exhilarating ride experience.
"Product will be available at retail in February and retailers that are interested in Eastway and the great margins available to this IBD only brand should contact their Fisher Outdoor Account Manager.”
According to Fisher, Pryke and Britz were inspired in their early years watching riders at the Eastway Circuit in East London. The pair have set out to produce a strong line-up that stands up to the rigours of riding in built up areas and cater for the fast growing urban sports market. Riders in cities are riding further and for longer, with Eastway targeting those cyclists that want to ride fast but need bikes that meet commuting and leisure riding needs.