BRANDS


Tenways eyes UK growth with new retailers and expanding range


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Back in the UK, we sit down for a conversation with Tenways’ UK Country Manager, Greg Vanner.


Brand positioning Tenways has, from the outset, established itself as a lifestyle brand for leisure and commuter cyclists - emphasising core values of joy, diversity, community, and sustainability. Making it clear what the brand is about has made it easy for customers and retailers to find a new brand amongst a field of established sports-focused brands.


In the UK, this brand identity and visibility to the target audience has been further emphasised through the initial targeting of city-based retailers in major UK cities like London, Manchester, and Bristol.


www.bikebiz.com


An evolving product range As our conversation expands, Vanner highlights Tenways’ product evolution, from an original in-frame battery to detachable batteries and larger capacities (greater range), including step-through and mid-motor models, and the addition of geared versions, expanding range and adding to the belt drive options.


Retailers and customers in focus Customer service and after-sales support are paramount to Tenways’ business, aiming to provide both retailers and consumers with confidence in the brand’s products and services. With this in mind, the business has a team of four in the UK, offering retailer training, whilst Tenways Europe has


September 2025 | 47


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