BRANDS
New MIK Hooks.
some brands, works for Basil due to its tight supply chain and managed grey market risk. But the IBD-only strategy hinges on a crucial point: Basil and MIK have provided an opportunity, but retailers must make the initial investment in stock and education. The reward? A high-margin sale with built-in exclusivity.
Stock, Simplicity, and OE The MIK system means you can stock less while offering your customers more choice, but the real game-changer is the adoption by manufacturers. MIK is the de facto OE-fitted rack on a rapidly growing number of bike brands. Sven Willems, Manager of MIK & OEM, described it like opening a laptop, “there’s always a small sticker on it that says ‘Intel.’ We hope to achieve the same with e-bikes or utility bikes with MIK, so the customer will start thinking, “that’s not just an ordinary carrier, it’s a carrier with a MIK mounting system.”
The most compelling financial argument is the MIK HD (Heavy Duty) system. Designed for heavier loads, specifically child seats, MIK HD comes with a guarantee of safety testing that no aftermarket combination can match. Crucially, MIK HD only comes from bike manufacturers; it’s not available as an aftermarket product. This is a critical distinction that turns the IBD into the sole source for the safest possible accessory solution. As Robèrt Scholten, Basil’s Export Manager, pointed out, the IBD is often missing this sale because they focus too much on the initial transaction: “You have a bike with MIK... you have the perfect upselling system right under your nose.”
How Madison is Investing in IBDs Langan admitted that they have got a job to do in terms of educating both consumers and retailers, and that’s now a key focus. During our visit, the teams discussed rolling out significant resources to turn MIK into a clear sales message: Training Plans: Madison is considering developing training
40 | November 2025
New MIK accessories.
designed to ensure staff are fully trained and understand the MIK system. The team explored ideas, such as creating a program where at least one person in the shop achieves a certified level of competence in selling MIK. Staff Purchase Scheme: There’s a potential for staff to buy and use the products at a special price to build genuine enthusiasm and authenticity, giving them the confidence to speak about the product from personal experience. Eliminating the Unknown: The IBD-only contract
provides protected margins, removing the fear of being immediately undercut by online sellers and securing the retailer’s investment. Dedicated POS Assets: Madison is working on hang tags or stickers with QR codes for bikes. An essential tool to flag MIK-ready bikes, ensuring no staff member (or customer) misses the upsell opportunity and securing instant sales leads. Colour & Display Contests: Encouraging the use of
Basil’s vibrant range in windows and displays to drive foot traffic and visibility by making the shop look fresh and contemporary. As Robèrt Scholten, Basil’s Export Manager suggests, “if a window never ever change[s], what reason does your customer have to consider entering your shop?” Simplified Training Tools: The development of more
streamlined sales presentations designed to save time and communicate the MIK and Basil benefits clearly, ensuring staff can speak concisely and confidently.
In the face of online competition, Madison, Basil and MIK
are making a stand: the IBD network is the best environment for the education and in-store demonstration needed to fully leverage the Basil and MIK platform. Basil’s return is a calculated move that should offer
retailers a tangible advantage, opportunity to upsell and a clear path to high-margin, consistent accessory sales - provided, Langan says, that the IBD network embraces the necessary product education and merchandising effort, investing in themselves and the products.
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