BRANDS


THE IN-HOUSE CONCEPT F


ounded in the fall of 2018–autumn to us on this side of the pond–Ride Concepts was created with the outcast idea of being the


first mountain bike specific footwear company to offer a complete range of technically driven and tailored products for men, women and youth. Fast forward to 2023, the business which started with a family need for better fitting and performing footwear for aggressive riding was acquired by industry giant, Fox Factory. On these shores, this aligned with Fox Factory UK establishing a new Woking headquarters to strengthen its UK presence and directly serve customers, focusing on suspension service and warranty.


40 | November 2024


BikeBiz catches up with Dan Smith of Fox Factory to discuss the future of Ride Concepts and how a switch to in-house distribution will benefi t IBDs and consumers


“After Fox Factory acquired the Ride Concepts brand,


Silverfish managed the UK distribution, playing a vital role in its rapid growth,” explains Dan Smith, manager of business development EMEA, Fox Factory and UK director. But with a UK base and wider infrastructure in place, the decision was made to bring Ride Concepts’ distribution under direct management of the newly-expanded Fox UK team. “With Ride Concepts brought back in-house for direct distribution in the UK, Fox Factory can effectively meet the demands of a changed market by refining pricing and ensuring retailers stay competitive with this high- performance brand,” adds Smith. “Dealers can anticipate exceptional service and support


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