BRANDS
‘IN TIME WE CAN FORESEE HAVING RETAIL STORES ALIGNED TO A BRAND CHAMPION FOR LOCAL SYNERGY.’
Champions – spanning the country from the Moray Firth in Scotland, right down to the Surrey Hills and west as far as Pembrokeshire.
So, your Brand Champions could be described as ‘local legends’?
That captures much of what we’re looking for in our Brand Champions. Critically, they’ll likely have a professional work-life which isn’t bicycle industry- centred. Having a wider view is an integral part. Being engaged with charities is high on our list of desirable qualities. You mentioned local retail partnerships. How do these develop over the coming 12 to 24 months? As our starting point, we see the Brand Champion being an effective way of having a showroom (online and in person) which in turn supports the brand when identifying and then supporting future local retail partners. We want our Brand Champions to have strong relationships with those retailers, having “skin in the game” to identify the right partners for our brand.
www.bikebiz.com
From this, you can likely see that Ciovita Brand Champions are part of a longer, more natural and authentic, journey.
Before we started you mentioned “doing good things which make a difference” - can you expand on that for us? For sure. Ciovita has a strong charitable element to the business. In Cape Town, we make a difference for our employees and engage in wider social causes in South Africa and beyond. We recently sponsored a ride in Amsterdam, with the Aidsfonds charity. As part of the interview process for Brand Champions, we
have deliberately hired people with charity causes behind them, so we know already our champions will help further expose Ciovita to new causes to make a difference. Charitable cycling events are a visible part of our Brand Champion activity. Hopefully, as the Brand Champion programme beds, it will bring significant growth to our sales results in the UK, which in turn will fuel further investment from us.
October 2024 | 49
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
