INTERVIEW


Oxford’s Jump Seat Product Focus: We chat with Oxford Products about their new Jump Seat, launching in early June.


Looking back at the last six years, why was now the right time to move beyond the original and create the Jump Seat? A top-tube mounted child seat has been part of the Oxford product stable since 2010, with the rights to it purchased as part of our cycle product expansion. An updated version was designed and launched in 2018, the Oxford Little Explorer, but this was very much focused on the leisure market and retailed for not much more than the cost of a replacement gel saddle! This version lacked the adjustability for the wider types of bikes and the environments our customers were looking to use the product in. We are not focusing on one rider type for the Jump Seat; it’s suitable for the cycling enthusiast who wants to get their little one on board, or the bike user who is using the bicycle as their method of transport.


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You’re well-known for your dealer-only stance and refusal to work with third-party online marketplaces. In a retail climate increasingly moving toward direct-to-consumer models, could you explain the decision to keep products exclusive to the IBD network? The IBD network is where trust is built. A parent walking in with questions about carrying their child on a bike often needs more than a product listing; they need a conversation. They need someone who can ask the right questions, understand how they ride, and offer them the right solution with confidence. That’s not something a third-party platform can replicate, and it’s not something we’re willing to compromise on. Direct-to-consumer might be the direction much of the market is moving, but we think the independent dealer is still


May 2026 | 45


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