BIKEBIZ AWARDS
At the onset of the Covid outbreak in 2020, Hackett continued, Orbea pivoted within a week or so from figuring out how it was going to manage to close down all its facilities, to trying to ramp up production to handle the demand from the markets that were open and required bikes on the double. “Very few companies would have had the agility or the flexibility to do this,” he said. “I guess it speaks to the cooperative nature of our business that our employees didn’t bat an eyelid at having to change so much about what they were being asked to do so quickly. “As manufacturers, we have been able to continue painting,
assembling and producing bikes from our factories in the Basque country in Spain and in Portugal. “We have had to work closely and directly with our suppliers
in order to try to reduce lead times for components, and we are working very closely with our logistics partners to try finding innovative solutions to the global transport problem, including from the EU to the UK. “In some cases where the supply chain is simply not
resolvable, we have tried changing components to ensure deliveries are sped-up. We’ve air-freighted components rather than wait for containers to become available.” Orbea has tried wherever possible to improve any substituted components, but it’s a “constantly moving battlefield”, Hackett said, and the brand is working hard to ensure its customers get what they need. “To begin to describe the complexity of the daily challenge at the moment is almost impossible. Let’s just say that from where I am standing, every bike we ship is a minor miracle of logistics. “We are lucky that Orbea is such an adaptable organisation.
Over the past five or six years, we have completely redesigned our factory, built some significant new inventory warehousing facilities, and recruited talent from all corners of the world to bolster our staff across every area of the business.” Orbea’s capacity is now massively improved on what it was
even a few years ago, said Hackett – definitely prior to the pandemic – but the brand is still dealing with the same supply chain disruptions the rest of the industry is facing. As a further innovation and in response to the new market
realities, it has redoubled its commitment to its retailers by introducing Rider Connect, where it allows its retailers to sell their backorders directly on
Orbea.com. “This way we are trying to keep the momentum that was gained during the past few years by ensuring our dealers are as empowered as possible to meet the demand where it exists,” said Hackett.
Award-winning feeling Many of the nominations for Orbea as Bike Brand of the Year mentioned the Rise – which Hackett said is the first in the
24 | March 2022
line of e-bikes that the brand is creating with the intention of blurring the lines between traditional bicycles and e-bicycles. “I don’t mean to be in any way arrogant by saying this, but
we knew the minute we saw the first Rise that it was going to be an enormous hit. “Bikes that can make you feel like you are the engine – you
are in charge, but that you have as much support as you need when required. The industry response by way of awards and plaudits has been immensely satisfying and rewarding, but the greatest feedback is the thousands of users who have found a new ability to be out on the trails for longer, covering greater distances and having more fun. “That’s what we’re in the business of doing, so while we are
immensely grateful to all the magazines and websites who have been heaping praise on Rise, our greatest satisfaction comes from hearing from users who are feeling more empowered than ever.” On winning Bike Brand of the Year, Hackett said he actually
felt quite emotional. “I guess when I arrived to take on managing the UK market, so many people laughed at the idea that one day Orbea could be in the top-five IBD bike brands. “I think one of our retailers recently reminded me that in 2015 I said that this was one of our stated objectives – and he thought the hamsters in my head had gotten out of the cage, and were running riot! “In honesty, our team in Spain have been unbelievable
in creating such amazing bikes and this has made the task of gaining market traction far easier. Without benchmark products like, Rallon, Gain, Occam, Rise... we would still be sitting a little bit on the outside looking in. “With great products, and a super commercial team who constantly aim to support our retailers, we’ve been selected as the brand of the year. On behalf of the entire Orbea team, I can say we are humbled and so appreciative of the honour, and through such unbelievable challenging times, we will be aiming to exceed the standards we’ve set in every department into the future.” Central to Orbea’s ambitions going forwards, Hackett said,
is further innovation in its products, and new ways of dealing with its retailers to support them even better into the future. “Initiatives like Rider Connect and our Demo Booking
programme keep our retailers at the centre of our digital engagement policy. Retailers have had a bittersweet couple of years but I believe that they need the reassurance that they are critical to Orbea’s ongoing business in every market, and we’ll do our very best to support local IBDs with industry leading products and service into the future.” ■
www.bikebiz.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60
