BRANDS
really had to start from scratch”explains Bedford. “I interviewed a few experts and the only way to find out the safest design for a helmet was to build it and crash it. It took six months to get a prototype, five months to crash it, and then you’re analysing the test results.” The feedback from these interviews and testing showed that – for people cycling in towns and cities – a less vented, rounder helmet offered both comfort and safety benefits, with the shape optimised to glide to a halt as soon as possible in the event of a crash. The now recognisable Dashel silhouette was born.
UK manufacturing Building any business is tough, but looking to manufacture products solely in the UK presents a number of unique challenges. With Bedford’s experience, she had seen that many markets around the world held British-made goods in very high esteem so she was determined to see the process through.
And with a focus on creating a sustainable business, their needed to be control and sight of the supply chain As a result, all three ranges in the Dashel line-up are manufactured on these shores. Both the ReCycle and Ocean Edition are made in Plymouth, Devon, with the Carbon Fibre Edition handcrafted in Cornwall and Wales. “I’ve always been really inspired by the other brands that make products here and wanted that to be our heritage,” adds Bedford. “I wanted the whole thing to be something I was really proud of. “You have to go and visit your factories as well. You can’t do it in meetings. I wanted to be able to visit them easily and to know that the quality control is really good.”
Dashel’s manufacturing uses green and renewable energy and recycles its waste. The brand also offers a recycling programme for all its helmets. “Waste management in this country is brilliant. The plastics now have a value as people incorporate recycled plastics into packaging,” adds Bedford.
Retail in the UK
“I’m a really big believer in doing one thing well,” explains Bedford when talking about the next steps for Dashel. “I’ve got no desire to go into bags and gloves. The lovely thing about doing one product is you can collaborate with different brands because you’re not cannibalising the market.”
Collaborations to-date have included Volt and Team GB.
The Ocean Edition sees Dashel work with Bracenet, using ghostnet for the loop at the rear of the helmet. To increase the use of these ghostnets, there are plans to create a special edition in partnership with the Sea Shepherd Conservation Society. When it comes to distribution, Dashel handles all of this in-house, partnering with brands and select retailers, as well as selling through its own website. “We sell best alongside a bike,” says bedford “So we sell a lot through Brompton, Temple, Tokyo Bike,
Pashley, Estarli. Of course there are a few bike stores who really get it and really sell well. “I don’t know if it’s just a purchase habit. If you’re going
to somebody for the bike, you’ll often get the lock and the helmet at the same time.” Despite having a strong online presence, Bedford sees a lot of value in the high street and an in-person retail experience, especially in the cycling market. Prior to its closure, Velorution was one of the brand’s most successful retailers.
“I do think that this is still a market where people need to go and try the bike, try the helmets,” she adds. “I think the high street is so important in getting that service. I would like to see the bigger brands keep supporting the high street.” The key for Dashel – like all brands – when working with retailers is a mix of location, an understanding of the product and its purpose, as well as the market it serves. “We’re definitely seeing a few stores getting in touch to
stock us more,” says Bedford. “We’d love to find a bike store in Oxford as we know there’d be a huge market there. “[In many areas] there’s a totally different purchaser who doesn’t want to buy an urban helmet that has been really cheaply made. “They’d quite like to treat themselves to something lovely and that’s made in the UK.”
www.bikebiz.com June 2024 | 47
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