BRAND SPOTLIGHT | RALEIGH
The iconic Heron logo makes Raleigh one of Britain’s most recognised brands
Get yer’ Chopper out!
To mark 125 years since Sir Frank Bowden first opened a Nottingham cycle workshop, Raleigh is busily launching several initiatives to re-invigorate the iconic Heron. Mark Sutton talks to Ben Hillsdon about the past, present and future of the renowned Nottingham cycle firm…
IT WAS 1887 when Frank Bowden first began trading on Raleigh Street in Nottingham. As prescribed by a doctor, Bowden was told to take up cycling to improve his health, a recommendation that ultimately paved the way to the creation of one of the UK's most celebrated businesses and not just within cycling. Raleigh is such an iconic brand these days that
the Heron stands out as the only cycling badge among 500 other firms listed among the 2010 Superbrands index – an annual look at which labels are most recognised and respected by consumers in the UK. It is fitting then, that to celebrate the occasion the cycling superpower is calling on anyone who's ever owned a Raleigh to submit a photo of their pride and joy – be it a Chopper or a Princess –
Raleigh.co.uk/myRaleigh will be hosting the likes of Chris Hoy, Cliff Richard, Ewan McGregor and the former race team alongside their bikes, among others. Prizes will be available at random for submissions and retailers will be provided with point of sale material tying in with the website launch and competition. To commemorate the landmark year, dealers
will also benefit from a line of special edition bikes spanning road, comfort and revamped classics featuring the iconic crest with the 125 marking. Some may already have spotted this marking adorned to the headtubes of SP Race bikes, Classic De Luxe, Clubman, Superbe, Sojourn and Caprice models. Mark Gouldthorp of Raleigh said: “This new commemorative logo is part of a big drive for us to remind our customers of Raleigh’s heritage and iconic style, as well as our pedigree in designing quality bikes for bike riders the world over for the last 125 years.” Today the Eastwood head office represents a
much larger business than solely Raleigh and its sub brands. Takeovers and distribution
BIKEBIZ.COM
“Events like last month’s dealer show confirm that the trade takes a keen interest in Raleigh’s business...”
agreements have turned the firm into a goliath of the UK bicycle business, representing over 30 labels in the UK and with last year's addition of the world's largest volume folding bike brand, Dahon, the business is looking fresh faced at the start of 2012. Raleigh's Ben Hillsdon told BikeBiz: "We've been speaking to dealers that we've not had contact with for some time thanks to brand additions over the past year or so. Events like last month's dealer show confirm that the trade takes a keen interest in Raleigh's business, be it as a Cyclelife retailer, or simply a stockist of a few of our brands." Investing in once again placing a Raleigh race team on the pro circuit during 2009 has reaped rewards too, with Bernie Sulzberger picked to race in the UCI Tour Down Under, while Graham Briggs, national champion in 2011, has now been appointed to boost the squad. In a further nod to its heritage and the
success of Raleigh's first race team in the ‘70s at events like the Tour de France and the Milk Race, among others, a commemorative 150-page history book has just been published and will be made available to Raleigh customers. Moving along from the race team's heyday,
Raleigh dealers can order this commemorative 150- page book
Raleigh's manufacturing business began to take on a new shape, with the Nottingham workforce pioneering ground-breaking inventions, such as liquid frame brazing, frictionless dyno hubs and three-speed Sturmey Archer hubs. The ‘80s did however see a breakdown in UK manufacturing and gradually Raleigh's domestic production crept abroad. By the late ‘90s Raleigh had taken over Diamondback, itself a big player, particularly in the BMX world, but increasingly also popular among mountain bike enthusiasts. Full suspension models like the Sortie and the Mission are testament to this. This acquisition
was to see the Raleigh business offer higher end mountain bike product as the sport gained momentum, meanwhile offering the BMX product for which the brand was best known. To the present day and the company
continues to evolve. Offering dealers the bread and butter items that sell day in, day out, RSP set out in 2008 initially offering just lights and cycling computers. Last year saw the brand really branch out with the introduction of road components, yet within a competitive pricing structure. Sister brand Outland continues to expand on the mountain bike side, again providing everything from titanium skewers through ‘wood grain’ effect pedals and new silicone grips that are currently proving a success with off-roaders. Hillsdon concluded: "2012 will be another
progressive year for RSP as we look to branch out further and develop our computer range, perhaps beyond the current £149.99 upper limit where things start to get really exciting. A packaging revamp is also due ahead of the 2013 product launch, set for autumn this year. Raleigh will also be out in force at a number of sportives and shows this year, placing us in front of the consumer much more than in previous years."
www.raleigh.co.uk
BIKEBIZ FEBRUARY 43
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