BRANDS
British bike maintenance brand Weldtite has focused on keeping manufacturing in house
COMPETITIVE ADVANTAGES T
he Weldtite story is unique amongst cycling brands, and dates back to the early Second World War.
Initially based in London, Weldtite started out by
producing puncture repair kits to support the British and Canadian paratroopers using folding bikes to get around during operations while fighting the Nazis. From there, Weldtite grew and grew, eventually
outgrowing its London HQ and moving north to be able to hit its potential. Today Weldtite manufactures more than 15 million bike
maintenance products every year in its factory in Barton, on the banks of the River Humber in North Lincolnshire. Earlier this year I made the trip up north to visit the
Weldtite HQ and see first-hand the processes that go into the brand’s best recognised products.
Owning your products Speaking from the joint-showroom/boardroom above one of the Weldtite production facilities, tucked away in an industrial park just outside the town of Barton-upon-
50 | December 2022
British bike maintenance product manufacturer Weldtite has a long history of supporting riders, from professionals to the everyday cyclist. Alex Ballinger travelled north to Weldtite HQ to hear more about the historic brand
Humber, Weldtite marketing manager Dan Leather explained how the brand maintains its competitive advantage: “In our market here in the UK, it’s the fact that we manufacture on site, the fact that we have 80-plus years of experience in the sector as well, the fact that we are owning more and more of our products, in terms of chemical make-up. “That then translates into either better value for the consumer, or more sustainable products, better for the environment - and I think that’s really important.” Weldtite’s team of around 35 employees (down from
around 60 in the unexpected boom in demand during the coronavirus pandemic), also includes an in-house chemical scientist, who helps hone and perfect Weldtite’s product offering. From those unique beginnings as a puncture repair kit manufacturer (still a major part of the Weldtite business), the company is now also known for its range of maintenance and cleaning products both for the everyday consumer, and in bike store workshops. Sales and marketing director for the brand, James Buckle, said: “We’re under no illusions we create an impulse buy product.
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