RETAILERS


THE STATE OF E-BIKE RETAIL A


Rebecca Morley catches up with The Electric Bike Shop to talk physical and online retail and the challenges facing the electric bike industry


re customers still buying on the high street? Is it still where cyclists look to purchase their next bike, or are they doing more shopping online now? This is what a survey last year aimed to find out, asking if specialist bike retailers are continuing to see the benefit of having physical high street stores over a pure e-commerce business model. The survey, by retailer The Electric Bike Shop (TEBS), said shops in fact are still seeing the benefit, with 67% out of 236 people deciding to purchase their latest bike in-store at a specialist cycle shop instead of online.


So what successes and challenges has the retailer had so far this year, and what could we hope to see in the future, for both them and the industry? “It has been a very strong 2024


18 | July 2024


so far for The Electric Bike Shop,” said Lee Kidger, company lead. “In late 2023 we spent a significant amount of time building on the previous strategy, having to make some tough decisions on the future strategy.


“This, alongside a very specific sales and marketing plan, has allowed The Electric Bike Shop to outperform the market (using the Market Data Services for reference) in all areas we focus on. We see the market being very disrupted – but are using this to our advantage to continue to grow.” The Electric Bike Shop has seen growth YoY ever since its inception in 2017, said Kidger, with no sign of that stopping. In fact, the growth in 2024 is “bigger than ever before”. “We believe that The Electric Bike Shop is the largest independent electric bike only retailer in the UK,” Kidger


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