INTERVIEW
Top: Deflector MF40 MTB mudguard. Left: Deflector MF40 in detail.
still willing to innovate and invest in new designs as well as eco- friendly materials. In an industry where it feels like we still hear daily stories of overstocking issues and supply chain problems, Brunet and Zéfal almost offer a refreshing tale of the last few years and remain optimistic about the future. “The past few years
have undoubtedly been challenging for the cycling industry, with market corrections
following the exceptional Covid boom. We have seen shops and wholesalers closing and some brands struggling, which reflects the scale of the adjustment. “However, we are now starting to see encouraging signs. Inventory levels are gradually normalising, and consumer
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demand is stabilising. I believe the market is moving towards a healthier balance. “Because we [Zéfal] maintained a measured approach during the boom, we were able to absorb the downturn more effectively. In fact, the past two years have remained dynamic for us, despite those challenges.” And for the UK, it’s encouraging that a European brand still sees our market as an opportunity rather than a drain on resources. Whilst we’ve seen several bike brands and other manufacturers pause on selling into the UK market, Zéfal maintains a stable share thanks in part to its UK distributor – Chicken Cyclekit, as Brunet explains. “The UK is a strategic market for Zéfal, and we are proud
to work with our exclusive distributor, Chicken Cyclekit. Like us, they managed the Covid boom cautiously, which has enabled both our companies to navigate the recent market correction with stability. “This shared long-term approach allows us to provide consistent support to British retailers through reliable supply, product expertise and close cooperation. Zéfal remains a family-owned company with over 140 years of industrial expertise in France. “Our strategy combines innovation, local manufacturing, and environmental responsibility. In a market that is consolidating, we believe resilience, long-term investment, and staying true to our industrial roots are key strengths.” It is this almost conservative approach that’s served the brand well in recent years, and goes a long way to explain the longevity in the market Zéfal has, and likely will see in the future.
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