BRANDS
PACK YOUR BAGS
Daniel Blackham speaks to Apidura co-founder Tori Fahey on how the product lifecycle and sustainability has changed over the years
M
any brands start from a desire to build a business, and then look for ideas that will help them execute that plan.
It’s a well-trodden path often guided by certain traditions
that have developed over time. One of those is the belief that sustainability is an add-on, or a cost centre, taking away from the overall value of a business. British bike bag brand Apidura took a different approach, starting with a desire to improve the ride experience, and then considered how to build a business to bring that to life. “Through this lens, every decision we took started with how we thought the world should be — as a rider, as a member of the cycling community, as a consumer,” explained Tori Fahey, co-founder of Apidura.
“This influenced our approach to product development where we take an evergreen approach, rather than the traditional seasonal model, avoiding manufactured obsolescence. “Our approach to product lifespan is also
a key consideration which is captured in our ‘Built to Last’ philosophy.”
As part of this Apidura instils a celebration of repair culture, rather than a promotion of regular replacements.
www.bikebiz.com
These approaches to product design, lifecycle and repair are among the foundations of how sustainability is woven into the business.
Another differentiating factor is that Apidura is family-owned and does not have any external investors. “This allows us to take a long term and holistic view on the role that our brand should play in society,” said Fahey. “It means that we can avoid the distraction of arbitrary short
term KPIs, which are common in businesses with financial investors, and tend to distort behaviour and lead to decision making that favours short-term gains over long-term resilience and sustainability. “An example of this is pushing impulse consumption through discounting to meet an annual financial target, a practice which is rife in the cycling industry and beyond.”
A DECADE IN THE MAKING With Apidura founded in 2013, how has implementing sustainable practices changed in the last 10 years? “A decade ago there was widespread recognition regarding the need for better environmental and social practice, but there was
Apidura co-founder, Tori Fahey October 2023 | 45
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
