DISTRIBUTOR
DISTRIBUTOR FOCUS: SILVERFISH
In this month’s distributor update, BikeBiz catches up with Silverfi sh commercial director, Alex Metcalfe
W
e may be well into the new year, but it seems that many of the challenges facing the bike industry remain
the same, according to Cornwall-based distributor Silverfish. Following 2022, “a year like no other,” the
bike trade must still deal with overstocking and the slowdown in the low-mid end of the market as we move into the pivotal months of 2023. While there is a cause for concern for many in the
trade, Silverfish’s commercial director Alex Metcalfe says the brand has been working to build for the future.
The premium market “For Silverfish, 2022 was a year of great excitement,” said Metcalfe, who joined Silverfish in September last year. “As a business dedicated to specialist bicycle retail, we’ve made significant steps to build a foundation for future growth. We’ve always been a team passionate about adventures, and bikes in particular, and we hope our marketing has shown our passion for mountain bikes, premium products and the retailers with which we partner.”
www.bikebiz.com Alex Metcalfe, Silverfi sh commercial director
For the future, Metcalfe predicts a continuation of the overstocking issues we saw come to the surface last year, following the supply chain delays caused by Covid, and the somewhat surprising rate of the slowdown in bike sales. But for Silverfish, a focus on the premium end of the market may help to bolster business.
As Metcalfe said: “The biggest challenge will be the
amount of stock in channel throughout the entire supply chain and particularly in the low to mid end of the market. All the reports we’ve seen state that suppliers already have overstock of entry to mid-level bikes and components, with more to come. “Silverfish have always focused on the premium end of the market, attracting brands which have a strong following and the research we see suggests this customer group has increased so we feel well placed to serve them. Our biggest focus during this time is working with brands and retailers to ensure that riders know and request our products.”
February 2023 | 33
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