OPINION
broader market, with standout results across our pedal bikes, e-bikes, and especially in the junior category. Innovation and new product development have been key
for us. We are preparing to launch the eagerly awaited HOY children’s bike range in collaboration with Olympic legend, Sir Chris Hoy. This range will have eight models and is scheduled for release in early September.
Delivering what Parents Want At the core of Tandem’s success is our ability to meet evolving consumer expectations, especially from parents. They’re looking for high-quality, well-engineered bikes to give their children the best start in cycling, and our emphasis on premium materials, lightweight frames, and practical design features has clearly struck a chord. As Matt Rudd, our Sales Director at Tandem Group Cycles, puts it: “For dealers, the ability to effectively communicate the benefits of our product quality and engineering is key to unlocking sales potential. Our role is to support them with an agile supply chain, including next-day delivery, robust stock availability, and a comprehensive product catalogue at competitive prices.”
Expanding our Dealer Network Our support structure and compelling product offering are paying dividends within the independent dealer network.
42 | August 2025
We’ve seen an increase in dealer numbers so far in 2025, largely driven by demand for our Squish range. The number of dealers stocking Squish has risen by double-digit percentages in the first half of the year alone compared to last year.
We are delighted to be working with a growing number of passionate bike retailers across the UK. The feedback
from both new and existing dealers has been extremely encouraging, particularly around Squish, which continues to build its reputation as a leading premium kids’ brand.
BMX and Licensed Bikes: Growth Opportunities
“FOR DEALERS, THE ABILITY TO EFFECTIVELY COMMUNICATE THE BENEFITS OF OUR PRODUCT QUALITY AND ENGINEERING IS KEY TO UNLOCKING SALES POTENTIAL. OUR ROLE IS TO SUPPORT THEM WITH AN AGILE SUPPLY CHAIN, INCLUDING NEXT-DAY DELIVERY, ROBUST STOCK AVAILABILITY, AND A COMPREHENSIVE PRODUCT CATALOGUE AT COMPETITIVE PRICES.”
Beyond traditional junior bikes, we’re seeing strong traction in adjacent categories. The BMX segment, in particular, has experienced record sales since the pandemic, and we anticipate continued growth in 2025. As young riders transition through different stages of their cycling journey, BMX provides a natural progression, offering dealers a valuable cross-category opportunity. Additionally, we’ve expanded our
offering of licensed bikes to the independent dealer market, a space previously dominated by large national retailers. Our portfolio now includes 12” and 14” bikes featuring beloved children’s characters such as Peppa
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