SHOW REVIEW | MOORE LARGE: TODAYS CYCLIST
Forme has 40 models this year (top left); Vangard’s retro cap (centre)
Lakes unveils custom shoe offering (below); Limar’s helmets (right)
aware has been launched as a standalone brand. Central to the ethos is the all-important three tiers of product: Stratos, Cirrus and Cirrus Pro. Whatever the tier, the product will match. So, if your customer only wants to stretch to a Cirrus Pro saddle and is sticking with Cirrus bars they won’t look out of place together on the bike.
Simplicity is part of 4ZA’s brand ethos too.
Sober, simple graphics and a vow to not create a ten saddle range, for example, choosing instead to pack all the features in to a few products. The wheels have, product manager Yannick Christians tells us, been particularly popular with dealers at the show. Vangard is a company that puts moisture
management at the heart of most of its range. While fashion has been pushed behind performance for Vangard (though stylish baselayers are thin on the ground, to be fair) the firm has decided to break with tradition for a special retro line of shirts, jackets and a cap. Why? Because the Giro D’Italia, no less, is starting in Denmark and Vangard’s own humble home town this year. Aside from the retro lines – which “attracts old riders and 20 somethings alike” – Vanguard has a new line of Merino base layers. Moore Large’s British bike brand Forme goes from strength-to-strength. Launched in
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March 2012 the brand started with 35 bike models, hit 40 this model year and next year will reach 56 models – a significant gain for such a young brand. “That’s what is required to make it a creditable brand,” the firm says. Next year we can expect to see a premium
youth range and the brand’s entry into the 29er canon. Road bikes will expand too – hitting price points as high as £4.5k for the very top end. Value for money, a lifetime guarantee and
the brand’s British credentials (with frames named after local tracks and areas) are all selling points Moore Large is keen to emphasise. If you’re in doubt as to their popularity, stock arrives in March and they’ve already sold out of them. ML is looking for bigger commitments from
dealers, “now the brand is better established and people are asking for it by name”. The distributor is investing in POS – mats, t-shirts, hoodies, you name it – to make an impact with the brand. The icing on the cake has been a nomination for the Bike of the Year from Cycling Plus. Will it win? Tune into Future’s mag later this month. Kenda is celebrating its 50th anniversary this year and – incredibly – its 35th year working with Moore Large. Can any other distributor claim to have worked with one
brand for as long as that? Answers on a postcard, please. To celebrate ML is offering dealers a free
tube for every tyre ordered in the basic range, a move heartily welcomed by dealers at the show. As for new product, Kenda is produced ‘mid-range tyres’ for mountain bikes. Limar has tinkered with its ‘world’s lightest
helmet’ 104, renaming it the Ultra Light+. It retails at £129.99, comes in a MTB and road version and weighs 175g for the medium (53 – 57). Limar’s eyewear is now in second year with ML too. A concise range is available with stockist deals – contact Moore Large for more details on those. Polisport’s new seat designs will be
available only to its exclusive distributors, and with a widening range ML has grasped the mantle with the brand. The new Guppy Maxi and Mini are packed with features including a five point belt which can be adjusted at groin level and cushion. Style sets are available so colours can be customised to a degree too. Polisport’s Koolah line is the new entry-level seat with high-sided protection on side and details like big foot straps for kids, while brown and cream colour options are available within the range. For more details or to find out what else was at the show call the firm directly. 01332 274252
BIKEBIZ MARCH 15 ML is now stocking a
wider, exclusive range from Polisport
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