BRANDS
Weldtite HQ in Barton-upon-Humber
Beyond that, Weldtite has made a six-figure investment in solar panels on its factory roof. The brand uses around 18,000 kWH of energy per month, which is around 4,200kg of CO2, according to Davis. But on a good day the solar panels provide all of the energy required at virtually 0kg of CO2 - the equivalent of planting around 2,100 trees per month. On the product side, Weldtite has also removed blister packaging, reworked many of its formulations to make them biodegradable, and added concentrates to reduce the impact of transport and plastic packaging. Where plastic is still used, Weldtite also aims for a circular economy approach, using responsibly-sourced recycled plastic.
Dealer-focus
Alongside its significant focus on sustainability, Weldtite is also working hard to support its dealer network through its UK distributors - these include Raleigh, Bob Elliot, Independent 100, The Cycle Division and M&J. Davis said: “We are getting out into the retail environment with our distribution partners, showing IBDs who Weldtite is today, what we are about and what our products can do for them and their customers. We offer in-store training and sustainable POS options. Get in touch with us or your Weldtite distributor if you want to know more or get involved.
“IBD’s who’ve already added Weldtite POS have increased category sales 2x, which we believe is excellent considering current market conditions. However, the pandemic has left its scars on our industry across the globe. It won’t surprise readers that a busy workshop, bike overstocking and cashflow issues are common themes during our visits. “On a positive note, our products consistently receive excellent reviews, which is testament to the efforts of the Weldtite team and distribution partners.” On what makes Weldtite unique for dealers, Davis pointed to the brand’s on-site production, all carried out under the roof of its HQ. “Our team controls all aspects of production because it’s carried out
under our own roof,” said Davis. “Internally, we take this for granted but visitors are surprised when they see products actually being made and packaged onsite.” Weldtite is able to track all of its products and so quality control is to a high standard. In-house production also offers a huge amount of flexibility, allowing the brand to receive and order, manufacture, and supply, all within the space of two days. Davis added: “Mechanics rely on our quality and the lifetime workshop tool warranty. IBD’s appreciate the consistency of good retail margins, low return rates and great availability across the range which leads to more sales, happy cyclists and most importantly repeat customers.”
What next?
So what plans are in the works for Weldtite? More work with IBDs, said Davis: “We are getting out
into the retail environment with our distribution partners, showing IBDs who Weldtite is today, what we are about and what our products can do for them and their customers. We offer in store training & sustainable POS options. Get in touch with us or your Weldtite distributor if you want to know more or get involved. He added: “Weldtite is a brand for the everyday cyclist, so IBD’s are our key target. We’ve been busy rebranding over the last few years to make our range easier to spot and understand. “We have everything a shop
needs to fulfil the needs of cyclists, from biodegradable lubes to technical tools or surface treatments like Rapid Ceramic Shield to keep bikes cleaner for longer. As you would expect we also offer e-bike specific lines and our new E-bike Care Kit is a great upsell for a rider walking out of an IBD with a new e-bike.”
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