BRANDS
Above: José ten Hoope talking about Basil’s new direction.
To complement what Basil offers, MIK is a dedicated mounting system that connects with Basil’s wide range of accessories. Launched in 2012, it stands for ‘Mounting is Key’. The functional platform allows users to switch baskets, bags, and carriers onto a rack in seconds with a simple click-and-go system. The open-source platform allows accessories from over 30 brands to click securely onto racks fitted by 150+ OEM bike brands, including Specialized, Merida, and soon, Ridgeback.
And the range continues to expand: the new MIK Hook system lets users easily mount accessories on the side of a rack, while MIK profiles make it easier to mount double panniers or baskets.
Working with IBDs The strategy to re-enter the UK and Ireland through Madison is rooted in protecting the IBD channel. “We are making Basil an IBD-only brand, which is not allowed to be sold on any third-party marketplaces,” said Madison CEO Dominic Langan. It was a decision driven by success in other markets and
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Top: One of Basil’s dog baskets. Bottom: The Madison Sales Team.
recognising that the UK market is shifting, “The big growth area is back to the more mainstream consumer buying that sort of leisure commute bike,” Langan noted, something he says is also reflected in recent Bicycle Association data. Madison wants to support retailers, giving them the confidence to stock the products in the knowledge that they can make a decent margin. A far cry from recent history. In the past, 75% of Basil’s sales were through Amazon, Langan revealed. Now? Madison is confident that the IBD is the only place equipped to help customers understand what’s on offer. Retailer knowledge is key here, and Madison is keen to help
retailers demonstrate the benefits of MIK and Basil. Whilst the system and how accessories work together are relatively simple, the knowledge customers gain from visiting a store is invaluable. In this instance, online won’t cut it. Madison and Basil believe the IBD is the best place for the necessary conversation and education to sell a technical-yet-lifestyle product.
Langan explained that this strategy is a direct response to IBD demands for fairer supply models, and while difficult for
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