Orbea sees 54% growth in UK/IRL markets ahead of 2017 launch - BikeBiz

Orbea sees 54% growth in UK/IRL markets ahead of 2017 launch

The Basque brand has delivered 54% growth in the UK/IRL markets for the 2016 model year
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Orbea is preparing for their 2017 launch with a series of UK and Ireland roadshows, off the back of a successful 2016. The Basque brand has delivered 54% growth in the UK/IRL markets for the 2016 model year. 

Damian Hackett, head of marketing and sales for Orbea UK & Ireland, said: "The sales we experienced across the board were exceptional by any standards. While our product has definitely moved forward at an exceptional pace, it is a combination of having built a strong, committed sales team and working with some of the best dealers that I believe has really secured us our biggest gains."

While delivering the news, Hackett pointed out that the brand has had to endure a difficult time these past few months. "We simply couldn’t keep up with the demand we were creating, not just in the UK and Ireland, but globally. Our MyO programme was massively oversubscribed and meant we had to pull our advertising after only a couple of months."

He continued: "While we have invested heavily in personnel, increasing our facilities and completely overhauling our information systems, the resulting efficiencies and capacity will only really start to have an effect from our new 2017 range onwards. When you anticipate 20% growth and deliver upwards of 50% growth, the infrastructure just creaks under the pressure. Our investment this year is really an investment in reliability going forward."

Orbea will also be showcasing its full eBike range (including the new Wild e-Mountain bike) as well as Orca triathlon 2017 product, and for the first time, its new Orca Custom clothing range, at its dealer roadshows starting in June.

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