BRANDS
view, so is retention of margin, The industry is currently experiencing SRP reductions and that in turn reduces retailer margin, this is putting more pressure on IBDs
That challenge, for a brand that is - would it be fair to say - less well-known in the UK. The commercial offering has to encourage new retail partners and support doing good, long- term, business with the brand. You’ve two parts to the question here. First up, I’d agree that, here in the UK, we’re most well- known as a Triathlon brand. We have had good stock of Tri bikes and we have seen great success with them. We’re investing in raising our Road and Gravel awareness.
Collaboration with our retailers, hosting demo days -
getting people on bikes is what makes a difference, for retailers, and the brand.
Consumers are spending significant amounts of money with our brand - be that £1,700 or £12,000 - being able to get people out riding and really experience Argon18, is critical. We’ve a calendar of demo events across the summer for this specific reason. To the second part of the question: When we sat down
in November, we could see there was now a glut of stock (across the industry). The high-end road and gravel market is, it would seem, less affected than a lot of other segments.
As a brand, we’ve worked hard to get achievable retail prices, while offering the retailer competitive margins, So, from an incentive point of view, retailers who’ve come on board see the value in the brand supporting them and they are working with us so we can grow together. We want to build our UK market presence over a few years, building our market position as a high-end premium product, one which offers great quality, but also at realistic prices for the specs offered.
How are you positioning the brand for both UK and global audiences? First up I’d say, with the positioning of our price points, we’ve tried to keep them competitive against the likes of Cannondale, Specialized and Trek and, even at some points, against Giant and Merida. Our aim is for the brand to reflect the major R&D investment and ride quality we offer, this positions us alongside Pinarello, Cervelo and Colnago, that’s the level of product we offer.
PHOTO:: PETER EBRO
50 | June 2024
www.bikebiz.com
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