BRANDS
progressive web app technology to enable growth from both a technical and content standpoint, according to the brand. On the rebrand, Anthony said: “We were feeling that we
wanted to align all of our messaging because the business has grown - whether it’s finance, whether it’s operations, whether it’s marketing - we just want to have them all knitted together for one purpose. “It was really interesting doing it, elevating the imagery so we come across as that premium brand that we are.” Proviz worked with a variety of outside agencies, including D2C on the e-commerce side, WeAreEleven and Save Seven as photographers, while Open Partners were appointed as marketing agency, with plans to expand into TV, radio, digital and out of home (outdoor) marketing.
Retail offering Proviz currently doesn’t work with a distributor in the UK, instead working with retailers directly. But what makes Proviz stand out as a brand for retailers? “We are a specialist, reflective, high visibility sports brand,”
said Anthony. “There’s other brands that do elements of high visibility and reflectiveness, but they also do a lot of other things. “We only work in this space, so we can innovate, we’re constantly trying to move the needle and push boundaries - whether its superior breathability, reflective, colour reflective, you name it. I wanted people to see the benefits of cycling, where we can create a product that people enjoy using
and makes a difference to their lives, so they feel empowered. “So that’s what we wanted to provide to people all those years ago, and obviously the brand has grown and expanded into different sectors.” Alongside its familiar cycling accessories and clothing, like
reflective gilets and backpack covers, Proviz has expanded into the running sector and outdoor, including a selection of hoodies and waterproofs.
The future The brand also benefited from a significant investment in 2022, raising £5 million, including £2 million from The Ravenscroft Group and £3 million from existing shareholders and new private investors. Growth plans include international expansion, particularly further into the USA, Canada, Germany and Northern Europe. The brand is also looking to expand into newer markets such as e-bike and e-scooter clothing and is looking to incorporate its signature reflective technology with more insulation for the less physically-demanding form of transport, as well as an opportunity to increase the level of style without compromising the functionality of the products. Anthony said: “[E-bikes] are brilliant, because the more people that can get on e-bikes, especially from a sustainability standpoint, they’re not getting in cars. “With e-scooters, I don’t know how that’s going to pan out, but I think e-bikes are an absolute no-brainer and it’s a good market for us.”
Proviz has also expanded into the running and outdoor markets
www.bikebiz.com
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