DISTRIBUTORS
are naturally building for some retailers. Those trading predominantly in the high-end, however, remain optimistic with market conditions relatively stable. Demand remains especially strong for premium enduro, trail and electric bikes from market leaders like Nukeproof. Hotlines was cautious about taking ambitious 2023 pre-
The Hotlines room at CoreBike 2022
who has purchased a product from Hotlines this year, with special gratitude to long-standing partners who continue to support, collaborate and grow with us.
What do you see as the biggest challenges and opportunities for the rest of the year and for early 2023? One benefit of supply chain challenges has been a forced departure from model years. We have current products in the warehouse available to ship now: wheelie and jump bikes for Christmas, gravel for winter or commuter options as cost-of- living pushes many to reconsider cycling. Lighting season is obviously here and Hotlines has urban visibility covered with Bookman, off-road performance with Gloworm and some incredible value in-house offerings from Lifeline with the newly updated Pavo range. There are lots of opportunities for workshop, repair and
upgrades too. Great value Shimano compatible drivetrains from Microshift, comprehensive gravel and MTB tyre options with WTB, tools and accessories from Lifeline and essential upgrades like the multi-award-winning Brand-X Ascend seat post.
Will you be taking on any new brands for 2023? Over recent years Hotlines has reduced the portfolio and grown our team. This has given more focus and support to our dealers and increased sales. Stromer, Hornit, Bookman and Gloworm are all recent additions and while there are some category gaps, our priority remains the growth of our existing collection.
How have retailers been reacting to recent turbulence and uncertainty in the economy/ industry? The Bicycle Association data paints a troubled picture in some categories and with swathes of stock inbound, already congested shop floors and a sticky release valve, so concerns
34 | November 2022
orders too early and chose to forecast sensibly. Talking to retailers today, they have a clearer picture of what they need and while we won’t have everything right, we are well positioned to support our retailers and protect our brands through 2023.
What can brands and distributors do to support retailers? Be responsible. Do not force stock on already stretched credit limits. Your quick-win today will be to the detriment of your customer, relationship and your own business long-term. Continue to invest in events, racing and brand visibility.
We are all co-dependent and promoting participation is key to driving demand and getting consumers enthusiastic about buying new products. Hotlines will also continue to support retailers with demo
events. Partnering through key periods to drive sell-through in store. Brands and distributors also need to implement measures to
better support retailers. On clothing, for example, Nukeproof dealers enjoy a margin protection guarantee. Leatt dealers get free POS and a stock refresh programme: if you don’t sell it within the season, Hotlines will exchange for new products from the latest range. We cannot control pricing or wildly unpredictable economics and there will be challenges as stock issues build, but we will continue to offer measures which protect retailers’ investments and reward commitment to our brands.
What’s next for Hotlines? Hotlines has gone through a period of significant change. We are seeing great results and will keep pushing forwards with the same dealer-focused strategy, investing in our team and being brave with new opportunities. Hotlines will launch in the US with a new team focused on building an IBD network for Nukeproof, and we will introduce a suite of new internal systems to improve how we operate as a business. 2023 - let’s go!
Anything else? A huge thank you to our brands, retailers and staff. There’s no arguing it’s a great industry with a bright future. ●
www.bikebiz.com
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