DISTRIBUTOR
A NEW ADVENTURE MBC has been expanding in the cycling market since the pandemic
With its roots in climbing and skiing, Mountain Boot Company has been branching into the cycling world. UK sales manager for the bike category, Chris Aitken, tells Alex Ballinger about future plans for the Newcastle-based distributor
“
Without doubt we’ve come into the bike market at a difficult time and it’s clear that the industry is working through those challenges,” said Chris
Aitken, sales manager for the bike category at Mountain Boot Company. “But we’re confident in the level of support we can offer
retailers to add value to the category. The number of new cyclists is well publicised, and whether that’s cycling to get from A to B or discovering mountain biking to connect with nature and unwind, we’ve all experienced that a passion for cycling can grow from there.”
Outdoor origins Mountain Boot Company, founded in 1995, may be a familiar name to those in the outdoor and ski industries as a leading distributor of outdoor brands, including Scarpa climbing equipment, and Deuter backpacks. But more recently Mountain Boot Company (MBC), based in Newcastle, has been expanding into the cycling market, taking on the Deuter bike range in 2020, and bringing Sea to Summit bikepacking gear directly to the bike industry. “It’s been a challenging but ultimately very successful year,” said Aitken.
34 | December 2022
“The strength of our relationships across our brand portfolio, and a tremendous amount of work from all involved, mean that despite the ongoing challenges we have been able to continue to deliver the outstanding level of service and support that we are known for, while investing in our team to better serve our customers into the future.”
Focus on cycling “With our roots in the outdoor industry,” added Aitken, “this investment included dedicated resource focused on the bike market in conjunction with a renewed focus on the category for Deuter, where there has been significant development for the brand and the product range across cycling disciplines which continues in the coming years. “From a brand perspective, our current position within the bike market belies the strength of what’s on offer and we’re
ready to support retailers to go on
UK sales manager for bike category, Chris Aitken
www.bikebiz.com
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