THE BIG INTERVIEW
The new flagship Evans store in Cheetham Hill Manchester
survive, and we think that we will be the national retailer of choice for the premium brands.”
The three pillars Merry said that Frasers Group has highlighted ‘three pillars of opportunity’ - its own brand bikes, online sales, and its national coverage of stores. Frasers Group currently owns low-end bike brand
Universal and now has plans to reinvigorate that name, as a lower-cost alternative to Evans’ own-brand Pinnacle. Merry said there may also be the introduction of a third
brand aimed at the higher end of the cycling market, meaning Frasers Group will target the ‘good’, ‘better’, and ‘best’ bikes for the consumer. The other areas where Evans and Frasers Group
have highlighted opportunities is online, with plans to improve the ‘click and collect’ offering, and work in closer collaboration with premium brands to improve stock flow. Finally, Evans has been expanding rapidly off the back of
the coronavirus pandemic, currently with 70 stores across the country, expected to jump to 83 by the end of 2023. The chain also celebrated the launch of a new flagship
store in Cheetham Hill, Manchester - 17,500 square foot, believed to be the biggest bike shop in the UK. This new flagship store forms part of the new philosophy for Evans, which hopes to continue to open “elevated” stores in appearance, size and style. Merry also pointed out that he is not the managing
director of Evans, but is instead the Frasers Group MD for ‘wheels,’ in whatever form they may be sold.
28 | July 2022
Bikes, skateboards, scooters, and even e-scooters will all fall under his jurisdiction, whether that be under the Evans name or Sports Direct. Inevitably, e-scooters will also form part of the business model, as Merry confirmed that electric scooters will be sold from Evans stores in future, as Frasers Group is working on its own-brand products in that market. He added that e-scooters and bikes can also help broaden
the cycling market to new demographics, previously underrepresented on two wheels, from ethnic minorities, to improving the gender split in bike riding. While Merry and Evans have highlighted opportunities,
there is also plenty of cause for concern for the future. “There’s going to be a very challenging time ahead, quite honestly,” Merry said. “I know I look young, but I’m remarkably old and so I’ve been through the ‘80s BMX boom and bust, the ‘90s mountain bike boom and bust, and the ‘00s road boom. This is a Covid boom. “We must be very careful to ensure is that there is not
a post-Covid bust. The challenges will be the complete opposite of what they were 18 months ago when there were no bikes in bike shops.” Towards the tail end of our call, Merry and I got onto the subject of his own bikes. While he’s not been able to find much time for riding since joining Frasers Group, Merry still likes to ride, including his Cannondale Moterra e-bike, custom painted in the colours of the 1981 Mongoose Team, given to him as a parting gift from CSG to mark his years in the industry. ■
www.bikebiz.com
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