WELDTITE Domestic goodness
With imports contributing to the expanding market, Weldtite reminds us there’s long been a UK-made cleaning and maintenance solution. BikeBiz speaks with director of global sales Chris Jenkinson…
How has the expansion of the Cyclo tools range been received? Are you finding the tools in more workshops? The Cyclo tool brand is continuing to grow in line with our expectations and retailers who have added the brand to their workshops are now adding further items in the range as and when they require a new workshop tool. The brand has been supplying tools to the UK
bike trade for more than 100 years. What’s more, Cyclo tools is the only range of bicycle tools designed and supplied by a UK manufacturer and carries a lifetime warranty.
What products have surpassed your expectations in the Weldtite catalogue so far this year?
The new catalogue and the website now both have a common theme, and in conjunction with our review team, the Facebook and Twitter sites, we have now created a real community of people talking about Weldtite. We regularly promote all the brands across many different media formats, so I can honestly say every product in the range seems to exceed our expectations every year.
How are the products fairing in consumer title reviews? We regularly send a wide cross section of products to the magazines for review and during 2013 we have received a number of four and five star ratings in particular for the new Cyclo Modular Workstation.
Tell us about the Cyclo workstation and why its versatility makes it a mechanic must-have? The Cyclo modular workstation is the culmination of extensive design and development work over the last three years that has created a unique modular solution for supporting your bike. The core of the system is the Universal clamp
head, which can be fixed to a wall mount, bench mount, floor mount or portable stand. The lightweight aluminium head can be closed and secured with one hand and then easily released with a single action. The jaws incorporate rubber liners, which not only protect any frame type or material, but allow the bike to be held on the seat post, crossbar or down tube. Combine this with a 360-degree rotating head and you have the perfect bike support solution for both professional and home mechanics alike.
What’s Weldtite currently doing to boost its eco-credentials? In 2009 we started a research project to create a new range of Weldtite Eco products. After three years of development and in conjunction with various environmental companies we are now producing in the UK the PURE range of lubricants and cleaners, which are a high-
28 BIKEBIZ MARCH
performance green alternative to our existing maintenance lines. Although green products currently only account for less than five per cent of the lubricant and cleaning market for cycles, at Weldtite we thought it important to offer our customers a range of biodegradable and environmentally friendly cycle maintenance product, all without compromising all-important quality in the slightest. If the way you treat the Earth is as important to you as the way you treat your bike, PURE lubes and cleaning products are the natural choice for you.
How can retailers take stock of Weldtite? All Weldtite goods are available from a selection of wholesalers throughout the UK. We are also pleased to help dealers find stock of particular items, all they need to do is contact the office on 01652 660000, or email us on
sales@weldtite.co.uk.
What marketing plans do you have to push the labels in 2014? Awareness for all the Weldtite labels has been increasing annually for the last seven years and every season we try to create different ideas to attract new customers to the brands. In 2014 we will be exhibiting at four international cycle exhibitions and supporting our distributors at 14 house shows or seminars. We at Weldtite will also be advertising in 15 bike related magazines, sponsoring 12 cycling teams and producing in excess of 50,000 pieces of promotional literature.
Why should a retailer take on Weldtite over a rival label? Weldtite products have now been produced at our Barton On Humber factory in the UK for more 30 years. We have been manufacturing cycle maintenance items and supporting the UK independent bicycle trade for more than 70 years, which is why we are confident to say “We Are Bike Maintenance”. When a retailer purchases any of the Weldtite
brands they can be sure they are buying from a long established British Family company and that all our products are quality assured and we will stand by it.
What point of sale material and stock deals are available to support the dealer? We are always working closely with our wholesalers to create offers and incentives for the retailer.
Some of these are national offers and some
are specific to the wholesalers, so it is always worth the retailer asking his representative for the latest Weldtite promotion. In respect of point of sale, we have various
items available, including window stickers, fabric banners, display stands and counter units for
Weldtite’s Cyclo tools range is aimed at the workshop
Pure is Weldtite’s eco range
“We’re all
reticent to read instruction
leaflets. It’s so much easier to look it up online.”
Chris Jenkison, Weldtite
lubricants. Once again any of these point of sale items are available from any of our wholesalers, but during 2014 we will also be visiting a number of retailers to offer them a variety of promotional support and merchandising advice.
You’ve been running YouTube tutorials on bike maintenance for a while now – what sort of feedback have you had from bicycle mechanics? We have actually had more feedback from budding mechanics than professionals in the trade. The YouTube videos have had a huge number of hits since their inception and our site is now becoming known as the go to reference for all things bike maintenance. During 2013 six of the videos were updated and we are planning further new films in 2014. We are all reticent to read instruction leaflets, but in the age of the smart phone and tablet, it so much easier and more informative to look up how to do something.
weldtite.co.uk
BIKEBIZ.COM
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