As well as our drive to grow the traditional professional bike retailer network, we are also looking to mimic this within the motorhome and caravan sector as this has become a key marketplace for our product. Offering an off-road
tyre has really stood us apart to adventurers who want a convenient transport option and that extra fun factor along
Why is it so important to the business and consumers that your bikes are hand-assembled? This is a critical element to the business as a whole, especially as a relatively new brand to the sector. Having the ability to hand-build a bike from the frame outwards not only allows us to spec the parts and components exactly how we want them, but it also makes our quality control extremely high. The bike passes through several stages of inspection before, during and after assembly. It then undergoes test rides by the builder and production manager before it is detailed and packaged to the best possible standards. Our five-star rating on Trust Pilot is testament to our product but also our efficient service and distribution. Each technician has their own build sticker which is signed by them and acts as their seal of approval which takes pride of place on the cross bar, so the rider is always reminded of the personal touch.
What challenges and opportunities have you identified for MiRiDER in 2022? There are always challenges to overcome, however our management team has 20-plus years combined importing, distributing and brand development experience, coupled with an enviable motivation to succeed. The supply chain issues in the cycle industry are pretty well covered. This leaves MiRiDER with the ability to seek out and deliver on opportunities in the industry, in which there are lots. Our strategies are to continue our brand awareness and marketing further with attendance at several national exhibitions supported by extra social media content.
46 | February 2022
trails and canal pathways. To broaden our dealership base, we are launching a second model called the G3, which presents an industry first for folding ebikes. The G3 features a sophisticated crank-based
gearbox system with belt drive which allows the hub motor to stay at the rear, retaining the excellent weight distribution, balance and traction of the standard bike without the dirt and adjustment issues of a traditional derailleur. The G3 also benefits from hydraulic brakes, large LCD screen with phone charging port, lightweight pedals, sports seat and wider bars for additional added stability. The G3 comes with the same two- year warranty as the MiRiDER One. As such, this model opens up opportunities at
a higher specification but also demonstrates our ambitions and ability to react to market demands.
You previously mentioned sales targets for MiRiDER, how did reality compare to expectation in 2021? Will you be updating your sales expectations for 2022? As a relatively new brand in this sector, it has been difficult to forecast sales, however the pandemic certainly accelerated our early sales targets, which has resulted in 100% growth year on year since 2019. Our 2022 expectations are significantly higher than the 2021 results which can be attributed to a rapidly growing market for folding e-bikes, a growing dealership base, having a product which heads its class in every publication and MiRiDER’s very high service standards. ■
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