BRANDS
OUT OF THE ORDINARY
Following on from a brief conversation at COREbike 2024, BikeBiz sat down with Al Croucher of Argon18 to explore what the brand is working on for the UK marketplace.
Al, it’s been a few months since COREbike. Thanks for your time today. I’d say we open the conversation with a quick recap on you joining the brand.
So I came on board in October of 2023, as the UK sales manager. It was a really ‘hit the ground running’ start to the role with range plans and pricing all conversation points as I worked with the global brand to refine and define the future UK offering - it’s been a whirlwind six months.
The business has also announced direct-to- retailer distribution model. Now you’re six
www.bikebiz.com
months into the role, are there any other key updates?
Let’s begin by saying that I started with 14 retailers, and as we sit here I now have 36 stores working with us. Taking a step back, to explore how Argon18 has mapped out working with UK retail partners, my time with the brand started with meetings with the new chief revenue officer, Patrick Flaherty, who joined a month after me. We sat down in November and I said I wanted to realign all our UK prices, and how we shape our margin structure.
Price points, especially in the current economic climate, are critical, and, more importantly from a retailer’s point of
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