DISTRIBUTOR
THE RIGHT DIRECTION
Will Fripp, CEO of Extra UK, updates BikeBiz on the latest developments at the Northamptonshire-based distributor
How has 2022 been for Extra UK? I’m confident from all my conversations with other industry colleagues that our year has been similarly challenging to theirs, at every level of the supply chain. At Extra we’ve had a lot more to deal with, due to so many changes within our business around the start of the year. In March we announced our new ownership in the form
of Storskogen. This followed my appointment as CEO at the end of 2021 and the reorganisation of our leadership team. We have also expanded our team, including the addition of three in-store retail specialists, plus added loads of new talent and experience to Extra’s already great foundation, bolstering and breathing new life into an already established and respected business. We’ve been highly focused on supporting our retail and brand partners this year, all the while keeping calm and cracking on, polishing the business, our systems and our processes, plus I guess a little settling in! Lots has changed at Extra, but all progressive stuff for the good of our business as
30 | December 2022
well as our brand and retail partners - all the time surrounded by a really tough economic climate. We all know the challenges, and they are shared by us all (within cycling and well beyond): energy, fuel, food, the cost of living crisis in general, goods and raw material inflation, war in Europe, weak sterling and that’s before we even get started on Brexit and its acute effect on the UK cycling market - all leading to the lowest consumer confidence since records began, back in the 70s. From one unprecedented time to another and its effect on UK consumer behaviour, which is challenging as always to keep your business in line with. Despite this, it seems things are really going in the right direction at Extra and our Irish subsidiary Cyclex. As a business, we have outperformed the UK cycling market data we have seen by some margin. We recently surveyed the customer base of both our businesses and achieved an NPS score of 8.1
Extra UK CEO Will Fripp
www.bikebiz.com
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