Catching up with John Squire - BikeBiz

Catching up with John Squire

MD John Squire talks innovation and longevity with Jonathon Harker
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How’s business? 

This is an exciting time for Squire. Business is going from strength-to-strength, with a major launch of our new brand identity underway this year. This marks the way forward for Squire in the UK and globally.

Can you give us a Squire overview? 

Squire has a long heritage in the cycle market having been at the forefront of international lock-making for over 235 years. It was the first manufacturing brand in the UK to produce locks for the cycle retail market – and we’ve been making them since the early 1960s.

The company was established in 1780 when the Industrial Revolution drove the demand for locks. Today, Squire is the only independent family-owned British lock manufacturer – our lock-making experience is unrivalled. Tech innovation is our trademark and cycle security is an area of expertise, producing some of the market’s most innovative locks.

So, Squire is rebranding...?

It is a family brand with a great British history carried through eight generations. One constant has been our ability to change so with this in mind we’re proud to introduce our new Squire brand.

It’s designed as a symbol of our strength in cycle security, and reflects our expanding cycle range. We’ve invested in extensive market research with our aim being to make choice of cycle product as easy as possible for the consumer. Our cycle lock range comes in striking new packs and we have new merchandising options.

What about the new division?

As part of our market research, we worked with consumers to develop our direction. Some feedback suggested they wanted products from a specialist, one who focuses on bike locks. That led us to create our new Squire Bikelok division.

We found that security ratings weren’t the best way to sort product, as every manufacturer has their own scale. We’ve a new consumer-friendly approach to product navigation, reducing the range and categorising it into the three sub-brands – Squire Leisure, Urban and Sport Bikelok – with simple icons. Our own security ratings have been simplified too.

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What are the key latest products? 

Our aim is to provide the highest level cycle security solution, which has a proven theft resistance against attack. Squire’s heavy-duty combination bike locks are the world’s only integrated range to achieve Sold Secure Bronze and Silver ratings. Sold Secure ratings for our combination cycle locks is a first for these type. Our Snaplok was the UK’s first combination cycle lock to achieve Sold Secure ‘silver’ status, and a trailblazer for our combination lines, including our MAKO Combi range. 

Our Hammerhead Combi is the world’s first combination D lock to achieve Sold Secure Silver rating. These are higher security, higher quality combination locks than ever before. What makes these bike locks unique is Squire’s patented TORQ DRIV tech – a recoding mechanism developed by our in-house designers to ensure the lock cannot be accidently recoded. They are supported by the independent charity Crimestoppers and the official UK police flagship initiative Secured by Design. 

Anything else to add that the trade needs to know about the Squire line-up and rebrand?

We’re proud of our craft and stand firmly behind our reputation for long-lasting toughness which is guaranteed. This is why we offer a personal ‘no-quibble’ ten-year guarantee on every product, you don’t even need a receipt. Contact Squire direct or via our UK distributor Raleigh to find out more about us.

www.squirelocks.co.uk

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