KIDS’ MARKET
British brand offering bikes for almost every discipline. But part of Forme’s mission is also to create a lasting
relationship with its customers, building loyalty that can even stretch from childhood through to adulthood. Charteris, who was appointed to his role in December,
having joined from his previous position as research and design manager at Frog Bikes, said: “We want to inspire kids to be on our bikes, but that can be a relationship that grows with the brand. “As the child develops and grows, and maybe finds niche parts of the sport they’re into, then they might stay with us and go on next to road bikes and mountain bikes, because they’ve had that positive experience.” So how can retailers capitalise on the changes in the kids’
market? “I think most retailers realise it’s about the broader relationship with the customer,” said Flanaghan, “and that’s where the independent bike dealer shines. “They can have those relationships that an e-commerce site can’t build. They might have a family that brings their bikes in for servicing, they buy kit, helmets, accessories, lights. “I think their opportunity is massive. I don’t believe they would shy away from committing quite so much floor space to kids’ bikes because it doesn’t make as much money. I believe it’s about seeing that broader picture.” Forme also sees the importance of its presence in the wider
cycling community, as the brand works closely with local cycling club Ilkeston CC, and staff are involved as coaches in
14 | May 2022
local British Cycling Go-Ride events, and Bikeability training, all aimed at getting more people on bikes. But what’s next for the children’s market? “I think you’ll
certainly see a reduction in range,” said Charteris. “I think we’ll see more players reducing the range but creating bikes that are designed to be with the consumer for a longer period of time.
“I think simpler frame geometry, understanding how a child
grows, how that demographic is different to adults, and how that can be utilised for longevity of the product.” Flanaghan added: “I see a continued shift towards high
quality, higher priced, more premium children’s bikes. That will continue and that sector will grow. I think the decline will be in cheap, disposable bikes, driven by increasing awareness about sustainability. “I sense and hope that there’s a better emphasis on junior
cycling in schools, as we shift as a society to cycling being a means of transport day-to-day. I think we’ll see a shift where cycling might end up in the PE curriculum or in the school curriculum generally, not just the once a year cycle training. I hope it will be higher on the radar for teachers and will lead to higher uptake of cycling for kids generally.” While Forme expected the continued growth of the more
premium kids’ products, the team also hopes that innovations in children’s bikes, from geometry to materials, will trickle down to cheaper bikes, creating a more sustainable and more appealing market for consumers.
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