BRANDS


consider ourselves a bricks-and-mortar brand first, but we do still have to pay the bills as we grow. The end goal should benefit all parties, though. Parents feel they’re buying a bike that’s worth more than the price tag, with premium quality that remains accessible. Retail partners will feel invested in a brand that is working for them and providing them with market-leading performance at affordable prices.


The recent administration of your distributor Greyville, is a significant development in the UK cycle trade. How has this impacted YOMO?


The administration was sudden and unexpected, but it also created an opportunity. YOMO already had strong levels of interest from both dealers and consumers, and the change allowed us to take full control of our distribution and marketing. There were, as you may expect, some short-term challenges to overcome, such as with stock flow and


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finance, but the long-term benefits became clear very early on with greater brand independence and direct control of our future.


In the wake of this change, what is your new strategy for distribution and fulfilling orders for UK retailers? Are you   I touched on it in the earlier question, but we are moving rapidly towards a direct-to-dealer model via a new B2B ordering portal. Alongside this, we are building closer, direct


relationships with IBDs and are seeking new retail partners across the UK and Europe. Whilst we are open to strategic distribution partnerships in the future, we are, for now, focused on direct supply and support. This allows us to work closely with retail partners to develop a mutually beneficial working relationship and grow the brand – and sales – together.


October 2025 | 51


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