KIDS’ MARKET
Josh Charteris (left) and Lee Flanaghan of Forme
The next generation
The kids’ bike market is evolving rapidly. Lee Flanaghan and Josh Charteris from Forme Bikes sat down with Alex Ballinger to explore this changing corner of the bike trade
But more recently, we’ve seen the rapid evolution of the junior bikes sector, with price points flying up, and the range of bikes on offer expanding dramatically. For Forme, the British-based bike brand, the children’s
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market is a key focus, as Forme aims to offer a broad range of bikes for youngsters, from balance bikes to full-suspension off- road machines, all designed with quality and longevity in mind. “Some people may think there’s not much work involved with designing kids’ bikes,” said Josh Charteris, head of product development at Forme. “But actually it’s the polar opposite. “There’s so much more to consider – everything is different, and the amount of attention and development required is almost more than you would put into an adult’s bike.” Forme’s focus is on supplying kids’ bikes with a longer lifespan, and a higher quality, than customers might traditionally expect, as children have previously rapidly outgrown their beloved bikes within a year.
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hile we regularly see trends come and go in the bike market, in previous years the kids’ market has been fairly stagnant.
This means that Forme pegs its junior bikes at a slightly higher price point, opting for alloy frames over steel, which is also a more sustainable option as a more easily recycled material. Lee Flanaghan, head of brand and communications for
Forme, said: “Being a parent and buying a series of bikes for my own son, I was surprised initially what parents are willing to spend on kids’ bikes. “I think there’s a shift happening, not only in juniors’ bikes but also in other areas, partly driven by concerns about the environment and sustainability, a sense that people will spend more on the quality item. “The reason for buying something higher quality, more
expensive, is twofold – it lasts longer, because of the way the bike has been cleverly designed, they’ll get 18 months to three years out of it, instead of a year and it being thrown away. “The second reason is the secondhand market – the
difference between buying a supermarket bike for £100, compared to a decent £4-500 bike – will it last longer and will I get a decent price for it when I come to sell it?” Forme, owned and distributed by Moore Large, was founded in 2010 in Derbyshire, and aims to be a through-and-through
May 2022 | 13
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