DISTRIBUTOR
Fizik shoes are also a key brand in the Extra portfolio
BRANDS IN THE EXTRA UK PORTFOLIO
■ Abus ■ Bikeshield ■ Bioflex ■ Brooks ■ Cane Creek ■ Capgo
■ Clif ■ Connex ■ Crankbrothers ■ Delta ■ Enduro Bearings ■ Ergon
■ FFWD ■ Fizik ■ M20 Industries ■ Maxxis Tyres ■ Motorex ■ Orange Seal
How have dealers been reacting in the current climate?
I think it’s fair to say it’s been a mixed bag. I think although still facing the same challenges, if not more so than bigger businesses, the IBD has experienced a bit of a renaissance - in part due to their accessibility during the pandemic, in part due to the continued growth of the e-bike - but certainly, IBDs have been more resilient this year than most businesses, especially those that have capitalised on their rediscovered local customer base. As the industry data shows, it’s been the larger and in some cases less specialist retailers who have had the toughest year thus far, especially those previously more involved in international retail, so dented by Brexit and other factors. Ongoing change remains within the marketplace, from those that haven’t been able to cope with these tougher times, to those who have really continued to grow their business, despite the economic climate. Our dealer feedback shows how appreciated our team on the road are. Where lots of other companies have reduced their in-store support and presence we have chosen to strengthen ours; people do business with people. Extra remains a close familial supplier, who
32 | December 2022
■ Pirelli ■ RapidRacer ■ Rockstop ■ Selle Royal ■ Squirt ■ SwissStop
■ Systeme Ex ■ Topeak ■ Tubolito ■ Union
supports our partners where we can, however we can, in good times and bad.
What are the upcoming plans for Extra? As is normal for this time of year, lots of planning and preparation for the coming season is in progress. We have loads planned over the next 18 months, with greater investment and development of our IT systems and service levels, especially around our B2B platform. Our brand partners haven’t stopped innovating either, so we have so much that’s new to show in the coming months. A key pillar in our yearly calendar is the COREbike show, this year being held from 19th - 21st February in the familiar surroundings of Whittlebury Hall. We love this event and it’s great to see so many of our customers in one place, with so many of our suppliers in attendance also. We have a really strong promotional and marketing plan all set for ‘23; building consumer demand, and supporting our retail partners by driving footfall, for 2023 we are investing deeper into retail support, in-store and sales support activity. Other than that, we keep doing what Extra has always done so well, adding value to the supply chain, with expert local market knowledge and great service. ●
www.bikebiz.com
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