SHOW PREVIEW | FISHER OUTDOOR LEISURE’S EXPO
Expo-losion of new brands
Five new brands, revamped offerings and chock full of new bike product. This year’s Fisher Expo is set to be a busy one, Fisher boss Richard Allmark tells Jonathon Harker…
Fisher Outdoor Leisure boss Richard Allmark answers our questions
Fisher is bringing five new brands to Expo this year – can you name them all yet, or will we have to come along to see? I’ll tell you about them now, but you should definitely come and take a look! There is some great new exciting ‘stuff’! The first two we will be launching – and this is a global first-see – are Eastway bikes and Union 34 luggage – both brands will demonstrate some fantastic innovation and style specifically developed for the active commuter market and all product developments have been driven out of consumer and retailer demand. Miss our show and you’ll miss out on being first in the queue for getting your customers something new and exciting. I must also mention that we will be re-
launching Kansi folding bikes at Expo, now developed with leading manufacturing processes and quality controls. Come and talk to us and we’ll explain exactly what that means – they really are fantastic. The other three brands have already been announced: DZR shoes, Carrera sunglasses and Yepp childseats. DZR is an innovative and dynamic brand of clipless pedal compatible casual shoes which are making waves amongst urban riders. We’ll have the new range at Expo and visitors will be able to see what the buzz has all been about. Carrera sports glasses
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(owned by the Italian eyewear manufacturer Safilo) is a brand with a huge amount of heritage and this is coupled with great technology and style. Finally ‘Yepp’ child seats, which are backed
by a great deal of R&D and heritage from their parent company GMG. Since their launch they have won numerous design awards and are really challenging the child seat category in terms of comfort, safety and design. We think this is something the category has been lacking and we’re delighted to be able to launch this innovative brand at the show. There’s a great story behind the Yepp designer so please come along and meet him, you will be impressed.
And what kind of seminars can dealers expect to find at Expo? We have a digital agency, Cimex, coming in to do a seminar called ‘Smart Online Retailing Ideas for the Independent Specialist’. This will be invaluable advice for any IBD with, or developing, an online presence. We will also be talking about Kansi, going through the changes to the bikes and the plans for 2012. The SRAM Tech Centre will also be doing daily workshop training. As well as these seminars, there will be technical talks on the stands throughout the show talking about new technology and
products such as LOOK Keo power pedals and the TACX genius turbo trainer to name a few.
This year you’re also offering SRAM workshop training – what will that involve? Our experts from the SRAM Technical Centre will be giving seminars on popular maintenance topics such as bleeding Avid brakes and Reverb seatposts and also Rock Shox Lower Leg Servicing. Getting the knowhow from experts will help dealers to get the inside track and add value for their customers, so we encourage stores to bring their mechanics along to the show. Dealers can check
fisherexpo.co.uk for timings but they will be run on every day of the show to ensure everyone can benefit.
Has SRAM been a key performer for Fisher again over the past 12 months? In January we added Zipp to our portfolio and then we regained exclusivity on all SRAM products. It was a real vote of confidence from such a big brand. With some exciting new developments coming in 2012 we’ll see SRAM gain further market share and of course this means growing the profits of IBD who stock the products. SRAM lead times are excellent so all IBDs should take advantage of our good stock levels. We can now confirm that the
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