BRANDS
The wider industry has also felt the impact of overstocking during the boom, followed by a sharp drop in demand. That has had difficult consequences across the board, particularly for businesses operating on very low margins. Our ability to navigate that period has come down to
careful financial management and, to some extent, having the right product mix. What we’ve seen is that a child’s first bike
remains an emotionally important purchase for parents, even in tougher times. As a result, AIRO sales have held up relatively well, even as some of our other categories softened. Assuming conditions remain stable, we’re optimistic about returning to 2020 levels this year.
What makes the HERO range stand out? The success of the AIRO gives us a strong starting point, thanks to the loyalty built with thousands of young riders and their families. Beyond that, we’ve focused heavily on the details so parents
don’t have to. Our HERO 14” and HERO 16” bikes are among the lightest in their class, and the geometry is designed to give a more ‘leaned-in’, confident riding position that remains comfortable as the child grows. Quality is also a major focus. Our factory works to extremely high standards, from consistent welds to a flawless finish. Aesthetically, we’ve developed a distinctive frame silhouette and carefully chosen metallic colours that really stand out. We also offer a lifetime frame warranty on the frame and
forks for the first owner, which gives parents confidence that the bike can be passed down or resold easily. In terms of value, we believe the combination of low weight, high specification, and build quality makes HERO very competitive. It’s also been encouraging to see this recognised independently by reviewers, including Cycling Weekly, Cycling UK, Cycle Sprog, Mumsnet, The Independent and MadeForMums.
Will the range expand further?
Our focus for a long time has been on making what we believe is one of the best balance bikes on the market, and that philosophy continues. We think there’s real value in staying focused on doing a specific category exceptionally well, rather than trying to cover every segment or move into adult bikes. Never say never, but for now, our priority is to keep refining and leading within our niche.
What trends are you seeing in the kids’ bike market? One ongoing issue is that many children are still being given bikes that are simply too heavy, which can make riding less enjoyable and, in some cases, discourage them altogether. Whether it’s a Hornit bike or another lightweight option,
we’d encourage retailers to guide customers towards well- designed, lighter bikes that genuinely support a child’s experience and confidence. More broadly, the market works best when supply and demand are in balance. Over-saturation, whether driven by short-term pressures or over-optimism, can create challenges for everyone in the channel. A more measured, sustainable approach ultimately benefits brands, retailers and customers alike.
16 | May 2026
www.bikebiz.com
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