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some bike builders was its proximity to its customers. All who purchase a bike from Handsling go through a five
step process before delivery, and this relationship allowed the brand to react and be flexible. Rob Ditching, marketing and public relations manager at Handsling, said: “We could deal on a person-to-person basis with our customers.
“There were times when we had the operations guy sit next
to the sales guy with a spreadsheet and they’re going through with the customer saying ‘this is what’s available and this is when you can get it.’” Whiten added: “It’s not a situation I ever want to experience again because it was an absolute nightmare.” Despite the effects, the brand emerged stronger from the pandemic and moved into a new, larger premises in Oakhanger, Hampshire and ramped up its production.
Refocusing on Europe and new markets Although Brexit was an unwelcome barrier, Handsling used it as an opportunity to focus on implementing a different European strategy. “We are going to open a European office,” said Whiten. “Having European representation would help us get around all of these issues of exporting stuff from here. “It hasn’t quite happened yet because we have to find the right partner and it’s all about the person.” As well as developing a new European plan, the brand has also grown in other countries around the world. “We refocused on the American market for instance so all of a sudden the sales started to pick up massively, which is why
16 | June 2023
we sponsored a pro team in America [Chaney Windows and Doors Cycling Team],” said Whiten. Sponsoring teams and riders has become part of the Handsling strategy when trying to break into new markets. Whiten said: “We have national champions in South Africa, Israel, Germany, Denmark, Norway, Spain, and the US who are like figureheads for the brand. “And the idea is that will lead to a bit more impetus for sales to that country and that’s a really important strategy for us.”
New partnerships For many years, Handsling manufactured its own wheels but took the decision to search for other brands whose values align to collaborate with.
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