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"Eastern was a small BMX parts company when Hot Wheels began distribution. It has evolved into a BMX bike company with a full line of price points, but we have an incredibly strong brand portfolio already," said Russell Merry of Hot Wheels.
Merry decided on the trimming down when on an IBD visit with one of Hot Wheel’s reps.
"I realised that it was difficult to cover all products in our portfolio in the time a dealer was able to give. We have some fantastic brands and products and we were in danger of spreading ourselves too thin.
"Eastern Bikes are great people and the ending of our distribution has been entirely amicable, hopefully this will enable them to find a distributor more able to focus on their brand and leave us more focussed on the brands we retain."
