DISTRIBUTOR
The Upgrade Bikes showroom
Noble added: “Alongside those new brands, our existing brands are also launching several key new product ranges this year. Our DMR kids’ bikes not only look awesome, but the design and thought that’s gone into the bikes really set them apart, kids love riding them, and we’re sure dealers will love selling them. We’ve got new tyres coming for road, cross and gravel, all new carbon wheelsets from Reynolds, there’s a lot to talk about in the coming weeks and months. We’re also launching some all-new LED products with Lezyne later this summer – perfect timing as well, so look out for those.
Damian Mason (left) and Matt Ryley, founders of Upgrade Bikes
It’s our unique portfolio of brands and products that Damian mentioned that helps greatly, and dealers appreciate that.”
The future
While it has been a challenging year so far for dealers and for the whole trade, Upgrade says its dealer network has been positive, and that workshops are as busy as ever. “We know complete bike sales have been tough, but on the whole they have been upbeat,” said Mason. “Workshops are busy, and parts and accessories are still going okay. At COREBike show in February the feedback we got was universally positive.” On future plans for Upgrade, he added: “Keep going! Our main challenge is to work on improving the presentation and communication of all the products we range. “There is a lot of technical product that needs to be explained well to the trade and consumer alike. We want to make it as easy as possible to identify and get the things people are looking for. There is a lot of confusing information out there for the consumer so we all need to work on that. “We continue to develop our own brands – namely, DMR and Kinesis – product lines as usual, no big plans to take on anything major. But we’ll be at the events and shows as normal, seeing what’s new, talking with riders, working with riders, keeping an eye on it all!”
28 | July 2023
www.bikebiz.com
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