BRAND SPOTLIGHT | WELDTITE
Pure and simple
Weldtite has expanded its product offering to include an ecologically- friendly range of cleaners, lubes and protectors. Weldtite’s Chris Jenkinson explains the new, green line-up to Jonathon Harker…
Weldtite’s eight-strong Pure line-up is to be exclusively distributed in the UK by Fisher Outdoor Leisure
Was the decision to release a ‘green’ range in response to market demand? Although market demand played an important part in our decision process, this was not the main reason for developing the Pure range. Over the last few years we have noticed that our consumers are becoming more sophisticated in their choice of maintenance products. Creating a green range of product is not a magic solution to sales, but we believe that it will help Weldtite stand out in the marketplace, whilst also making a difference to the environment.
Can you explain the Pure brand philosophy? The Pure range of bicycle maintenance products – including all cleaners, lubricants and protectors – has been developed to achieve excellent functional performance whilst minimising any impact to the environment. All the Pure products are 100 per cent free
of petroleum-based solvents and maximise the use of sustainable ingredients derived from natural and renewable resources, whilst also being fully biodegradeable by internationally recognised standards. In addition, and wherever possible, we have minimised the amount of packaging and only used materials which have been recycled or are recyclable. With this in mind we have also included a 200ml Bike Wash concentrate to help maximise the environmental benefits of reduced packaging and transport costs. Furthermore it is our intention to continue to develop the Pure range of products adding further items over the next few years.
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How wide is the range at present? The range currently include eight products – a one litre Bike Wash, a 200ml Bike Wash Concentrate, a Bike Protector, a Bike Degreaser, a Performance Bike Oil, a Wet Lubricant, a Dry Lubricant and a Bike Grease.
“Creating a range of products that performs while also being green has been a challenge.”
Is there a ‘hero’ product or two? Although initially the whole range is selling well it appears that the main product our customers have been waiting for was an eco-friendly bike cleaner. The Pure Bike Wash and concentrate are currently championing the range, but the Wet Lubricant is also proving to be very popular during the current winter season.
And you’ve just signed an exclusive distribution deal...? This is correct. Weldtite has agreed an exclusive distribution deal with Fisher to market the new Pure range of eco-friendly cleaning and lubrication range. Although it is available to purchase now,
retailers will have the opportunity to view the brand in its entirety at the Fisher Outdoor Leisure Expo show on February 20th and 21st in St Albans. All items in the range will also be available as samples so that interested customers can take them home to test them out for themselves.
Will there be any incentives for dealers to stock the range? There are always show offers at the Fisher Expo show and although the exact deal has not been agreed it will certainly be beneficial for
the retailer to purchase the Pure products during their visit.
And will there be Pure-specific point of sale options available to dealers? When launching a new range it is always important to display the products well in order to maximise sales and for the Pure range we have created a dedicated counter display box which is made from recycled cardboard. The display comes free with every stock pack order and includes 50 promotional leaflets explaining about each product that will certainly help to promote the range in the retailer.
Will the range be marketed outside the bike shop? Currently the main marketing focus will be directed towards the bicycle industry, but it is planned for the future to promote the range for use in alternative areas such as the motor cycles and scooters
Is there anything else you’d like to add? Here at Weldtite we have been making superb bike related cleaning and lubrication products for literally decades. Creating a range of green products to perform really well whilst being totally environmentally friendly has been a real challenge. However after two years of development the Pure range is now available and it meets all of the above quality assured criteria. It works and we’ll stand by it!
Weldtite: 01652 660 000 Fisher Outdoor Leisure: 01727 798 345
BIKEBIZ.COM
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