BRANDS “We do that for two reasons,” said Abrahams, “One is
keeping things fresh and innovative, which is part of what we do, but also, Ben and I are designers, and if we weren’t doing that, we’d just be annoying everyone else in the team.”
Smith added: “We solved the problem of how you carry this lock, but obviously people have different security requirements and price points, so that was quite an easy next development. We’ve always wanted to solve problems for other scenarios.” Now, Hiplok has everything from the D1000 to its Z LOKS, which are intended for completely different security scenarios.
“Retailers or distributors weren’t asking for either of those products, but sometimes you have to take the Walkman approach and spearhead a product,” said Smith. “We’ve done that a few times, which always feels risky, but they’re often our most successful products.” Part of this portfolio diversity has seen Hiplok expand
into anti-angle grinder security. With the average price of bikes trending upwards, cycling retailers and enthusiasts have become a target for more organised crime. Thieves started using a range of power tools that made light work of many locks and chains on the market.
“Everybody in the security industry had turned a blind
eye to it, and if we’re honest with ourselves, we didn’t have a solution for a good few years, but it was always on our radar,” said Smith. “A material company approached us with the initial opportunity. As we’re quite small and agile, we started looking at it immediately. The first time we applied this material to one of our prototypes, John and I were in a car park cutting up locks to see how it combined with the lock itself.”
Anti-angle grinder security has expanded signifi cantly in recent years
Abrahams added: “The market wasn’t necessarily asking for D1000, but there was clearly a demand because we’d seen such a rise in bike thieves using angle grinders.”
Partnership with Uvex Sports Group In 2021, Hiplok attracted the attention of Uvex Sports Group, an established German family-owned company with a century’s experience in manufacturing protective products.
Uvex Sports Group acquired a majority shareholding in Hiplok, creating a strategic partnership that combines Uvex’s expertise in helmets and protective gear with Hiplok’s innovation in the cycle security market. “We’d been making waves for a few years,” said Smith. “We’d got the attention of our competitors, and several had approached us. With Uvex, the timing felt right in terms of partnering with another company and allowing the Hiplok brand to go to the next level with international expansion. “Uvex protects people, and Hiplok protects people’s gear, so there are synergies.”
This partnership has already borne fruit. In June 2023, the first joint product with Uvex, the City Stride MIPS cycle helmet with integrated Hiplok Z LOK, won a Eurobike Design Award. “What attracted us to Uvex was their fantastic brand
history; they are well-established and very innovative,” said Abrahams.
“They were operating in the same area, because they made bicycle accessories, but they weren’t making locks. We’ve stepped into their world, but we’re still the security experts, and we’re left to do what we do well. Smith added: “The partnership gives us confidence, and there are more resources to pull from if we want to. It’s a best-of-both-worlds situation.”
On the future
So with more than a decade in the cycle industry, a number of much-loved innovations and the strategic partnership with Uvex, what do the next few years hold for Hiplok?
“Problem-solving and innovation are still the key things for us,” said Smith. “This year, we’ve entered the motorcycle security
market, and there are other markets we’re looking at as well. First and foremost, we’re a bicycle brand, but the tech we’ve developed overlaps with different markets. So, seeing us go beyond the bicycle and motorcycle world might not be a surprise. “Currently, we’re concentrating on the 1000 Series, our new range of anti-angle grinder locks and anchors, launching through ZyroFisher to UK retailers in spring 2024.”
www.bikebiz.com January 2024 | 53
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