BRANDS
more wear-and-tear products for bicycles. The first new product group was brake pads. Using a poster with a 1:1 scale overview of all different models, bicycle workshops were informed about the availability of Elvedes disc brake pads. This quickly became a success, and more new product groups were added. Today, the product range has grown into a very complete package of wear parts that find their way into bicycle workshops across Europe every day.
Who is the primary customer for the Elvedes brand today, and how has the company’s long heritage influenced the development of its product philosophy and business structure? Elvedes’s most important customer is the workshop mechanic who performs daily maintenance on consumers’ two-wheelers. We believe it is crucial to listen carefully to the needs of bicycle workshops. As an aftermarket brand—and thus a market follower—Elvedes strives each day to offer good or even better alternatives to original brands, with a strong focus on ease of use, reliability, and a longer service life. Innovation also plays a major role, as it is a powerful way to make a brand desirable. While Peter mainly focuses on finance and commerce, Carl is heavily involved in development. The Elvedes team consists of 16 people, all of
Elvede’s Warehouse in the Netherlands.
whom bring valuable expertise. Carl and Peter continuously gather this knowledge by asking questions, listening closely, and applying it to daily operations. We also value team cohesion, as all disciplines ultimately connect to achieve the best possible result.
For UK IBDs and mechanics, product availability is key. Can you explain the importance of your partnership with The Cycle Division, and what systems or stock agreements are in place to guarantee swift access to the Elvedes range across the UK? The Cycle Division is a highly respected UK partner of Elvedes. Together, we have supplied Elvedes products to many workshops for many years. TCD’s customers are eager to learn and passionate about smart technology, making a brand like Elvedes a perfect addition to their product range. Elvedes maintains an availability level of over 97% in its Dutch warehouse. Products are frequently restocked throughout the year to ensure good availability in the UK warehouse as well. By analysing sales data from Elvedes’s broad market performance, TCD’s product offering is kept up to date. One thing Elvedes and TCD have in common is the desire to put a smile on the mechanic’s face every day by supplying the right products with added value.
www.bikebiz.com
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