DISTRIBUTOR
Race Face, SDG and Yeti have been stalwarts in the Silverfi sh portolio for many years
offerings in premier stores, bolstered by unique marketing efforts. This enthusiasm extended beyond Silverfish’s own efforts to ensuring that our retailers were equally invested in promoting the products, ensuring that riders would encounter and be enthralled by the best-suited offerings for their needs, whether in-store or online.”
How has the business adapted to keep the Silverfish story going strong? Alex Metcalfe, commercial director at Silverfish: “As we mark our 25th anniversary this year, both the market and Silverfish have evolved along the journey. Particularly in the past year, we’ve implemented numerous changes to ensure that, as the market rebounds, we’re optimally positioned to collaborate with our partners and provide riders with the products they crave. We’ve bolstered our sales team, identified internal talent, and recruited category specialists. In a volatile market, we’ve placed significant emphasis on Go2Market execution, and I’m delighted to report that our new products continue to fly off the shelves. Furthermore, we’re committed to being as close to the market as possible “This year, we’re expanding our presence at events and shows, opening the doors of our Silverfish Service Centre to more riders with our free ‘Set up Fridays,’ and improving our website. Dealers who frequent our B2B site will appreciate the dramatic improvements in speed and interface.”
What does the future hold for Silverfish? Matthew Osborne, managing director at Silverfish: “In short, more of the same. Though we’re celebrating 25 years of success, our focus is firmly on the years to come. We’re currently crafting both three and seven-year plans for our business although trying to accurately forecast the next 6 months is a challenge these days. Our aim is to forge partnerships with even more complimentary market-leading brands, and we’ve recruited top-notch talent to help us achieve our goals. Some of our new team members bring invaluable experience from leading businesses, while others are fresh faces bursting with talent. We continue to invest in technology and processes which
make us more efficient and easier to work with and we committed to becoming Net Zero by 2040. Whilst there is
www.bikebiz.com April 2o24 | 27
much to do, we already achieved a 40% reduction in emissions last year alone and have started a number of projects which challenge the way we work as an employer, partner and a member of the community.
“While our roots lie in MTB and the UK, we’re not content
to confine ourselves to this territory alone. We recognise opportunities beyond our borders and are eager to expand our presence. When we come across brands that resonate with our core values in adjacent markets, such as Austria and Germany where we already have a foot hold, we’re committed to positioning ourselves as their premier brand builders in these regions. Basically, lots to do and lots to go after so watch this space, it’s bound to be a hell of a ride.”
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