BikeBiz Bicycle and cycling retail news
A little over a year after the launch of Radial Cycles, the company has today announced a merger between Radial and Redbridge Cycling Centre. The merger will see the pair develop a long term test centre for the brand, in return for supplying the centre with a range of products from its portfolio for customers to use at the centre.
Matthew Pryke of Radial Cycles said: “We’re really excited to be working in partnership with such an iconic cycling venue, which is currently going from strength to strength. Our partnership is about getting people riding radial products in environments best suited to enjoy cycling, we also believe this strongly underpins our B2C direct selling business model within the UK marketplace and allows people to try before they buy.”
The merger will also see both partners combining PR/marketing departments, as well as branding at events and ongoing support of the centre itself. The centre will shortly undergo a minor rebrand to incorporate the Radial brand across the site.
Ian Coles of Redbridge cycle centre said: “We were approached well over 9 months ago now and have been very excited about the prospects that Radial can deliver, we are a blank canvass from a brand point of view, we have recently added flood lights to the site as well as a full all weather BMX track. This complements the existing closed floodlit road circuit, MTB courses and cyclo cross tracks.”
