BRANDS
Madison is a stalwart in the UK cycle industry and its in- house brands have a long history dating back more than 40 years. Daniel Blackham hears from Scott Longstaff and Olivia Smith about how each can benefi t retailers
M
adison’s own brand portfolio includes: Aztec, M Part, M Part Wheels, Madison Saddles, Nutrak and Truflo as well as clothing brands HUMP and
Madison Clothing. “Across all brands we aim to provide great value, quality products with industry leading margins and a focus on essential items for everyday customers,” explains Scott Longstaff, own brand director at Madison and Sportline. “Our in-house brand products are suitable for every type
of bike shop, generate the highest volume sales and are often among the most profitable in store.”
Throughout the past three years, Madison’s clothing offering has been a major focus. “We have rationalised and reshaped our ranges to make it easier for retailers and consumers to navigate,” says Longstaff. “By simplifying things we have been able to really focus on individual details and fabric qualities that match the expectations of customers. “The launch and success of our AW23 MTB range is indicative of the direction for every category in the coming seasons. Alongside that we will be reintroducing the HUMP commuter range in 2024 with a focus on simplicity, quality and great value.” More than 40 years in the making, Aztec specialises in high performance consumable brake parts which offer “great value,
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excellent quality and industry leading margin,” says Longstaff. “The range includes rim and disc brake pads, rotors, adapters,
tools and service parts.” M Part offers a range of parts and accessories, including conventional products like mudguards, headsets and racks, but also new products driven by unique needs and opportunities identified in the marketplace such as the M Part Primo Workshop Gloves.
“When developing our M Part workshop gloves we recognised the need for high-quality and thicker gloves to meet the requirements of both professional bike mechanics and
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