DISTRIBUTOR
with retailers to ensure we can help support them through the next period is essential. This is both a challenge but also a great opportunity. We are acutely aware that dealers are carrying a lot of stock and that some have cashflow issues. Where some businesses have been less accommodating, we have tried to help them navigate these hurdles where possible. It’s with this mindset that has seen our retail partners want to work closer with us. We are also in the somewhat unique position as a distributor that we aren’t sitting on an overwhelming amount of stock, meaning we can actively move forwards with selling the right product to our retail partners that they need and want and not just the product we need to shift through with heavy discounts. So, while we may not be pushing the latest and greatest discount, we are helping to ensure the brands we work with retain their premium nature for the seasons to come. As we move further into 2023 the general costs of business
are still likely to rise. This combined with the ongoing battle for shelf space will make 2023 perhaps our most challenging year to date.
What new brands have you added to the portfolio, and what opportunities do they present? Within the last year we have added one of the finest component brands within cycling, Industry Nine. In addition, in the past two years we have also become the sales agent for Canada’s premium cycle clothing brand, 7mesh. Over the past number of years Lyon Cycle has become synonymous with the gravel and adventure categories since the rise of drop-bar and large-tyre bikes. The brands that we range, across our different company divisions, enabled us to become the one stop shop for any adventure on two wheels. If you need a sleeping mat, stove and a bike bag to put it in, there is a good chance we have exactly what you need. While retaining this affiliation with gravel and adventure is crucial to us as a business, diversification outside of these areas has become a high priority for us over the past two years, especially now that we recognise that other brands are trying to compete in our area of expertise. Following an internal restructure and additional
resources, we can now confidently and authentically offer expertise within a larger range of disciplines, including mountain and road. This hasn’t only enabled us to take on a wider range of brands but has also given us the opportunity to talk to new dealers that may not have paid much interest in our portfolio previously. It’s also interesting how many of these dealers are now interested in our more gravel and adventure-focused product offering. We are now in a position where we have a very
28 | April 2023
www.bikebiz.com
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