Vulpine’s relentless expansion shows no sign of slowing with head of sales Dave Hemming telling BikeBiz of the brand being signed up by House of Fraser.
“We’re reaching an audience as good as un-touched by cycling with the collaboration,” explained Hemming.
“With golf and even yoga represented by the business, we thought it was time to push cycling out to a bigger audience, especially our core product, of which House of Fraser will have stock of the range from Friday June 27th 2014.”
The collaboration doesn’t end there, however, with many other cycling labels set for introduction to the 1.5 million on the retail giant’s database. Spanning a three week long campaign to introduce cycling goods to the famous store, a competition will be run to consumers offering three winners goods from Kinesis, nuun, Vulpine, Muc-Off, Kask and Leyzne.
“There’s about £13,000 worth of goods being given away,” said Hemming. “We thought that while everyone else focuses on the Tour de France, everyday cycling will be largely overlooked. So with that in mind Upgrade will be supplying three Kinesis 4S bikes, while the other labels help the cyclist get going.”
Despite being barely two years old, the apparel company has recently gone from three to nine staff, as well as adding a secondary showroom and conference room to its headquarters. BikeBiz was also told of high-profile collaborations into new avenues for 2015.
Vulpine is in the process of doubling its independent retail stockists too, and now has accounts as far away as Hong Kong and Colorado. To enquire about becoming a stockist of any of the ranges, contact
House of Fraser, who recently sold to Chinese conglomerate Sanpower in the Far-East’s territory’s largest retail investment to date, are now seriously looking at cycling, with potential window takeovers running alongside certain key events next year, BikeBiz was told.