BRANDS
A GAP IN THE MARKET F
ounded by brothers Anthony and Rupert Langly- Smith, Proviz has become a recognisable brand for cycling retailers.
Specialising in premium hi-vis accessories and clothing, the
brand was established to fill a void in the commuting market, which was being filled by intrepid cyclists improvising with their kit to stay visible.
An uninspired sector “I’d been working in London and cycling to work every day,” said Anthony, explaining the origins of Proviz. “I just saw lots of people
improvising with their high visibility kit. I actually had this workman’s vest that I got for £2. I’ve got photos of people sticking fluorescent tape on their helmets and sticking torches to their backpacks with duct tape, things like that. We thought there’s obviously a bit of a gap in the market here, to provide a
Proviz co-founder Anthony Langly-Smith 48 | February 2023
Inspired to set up his own business while commuting in London, Proviz co-founder Anthony Langly-Smith tells Alex Ballinger about how the hi-vis accessory market has changed in the past 15 years
solution and potentially disrupt a slow industry that was kind of uninspired. “Hi-vis felt like you were talking about roadworks, so we wanted to actually create a premium product.”
The rebrand The Proviz story started in 2008, and the brand has grown massively since the beginnings, as the cycle market has developed over the last decade and a half. But the Proviz founders are also aware of the importance of
keeping the brand fresh, which resulted in the appointment of a new senior team and an overall rebrand in October last year. The new senior team consists of chairman, Tim Patten – a former executive board of TM Lewin - and CFO Walker Hunter – previously Adidas - alongside head of marketing Sue Ritzdorf – previously Simba Sleep. E-commerce manager, Justin Brown – previously Park
Cameras, head of wholesale - Angus Williams – previously Pure Electric - head of product design Dan Craven, and head of customer experience, Tracy Trew have also joined the business.
These appointments aim to push forward the Proviz rebrand, including the launch of a new website, built on
www.bikebiz.com
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