BRANDS
separated its business into distinct operations and after- sales teams, based in Amsterdam, to ensure more timely and efficient customer service.
Quality components. Quality support. Tenways has strong relationships with e-bike systems suppliers like Mivice and Bafang, as well as component suppliers including Shimano, Gates, Selle Royal, and Tektro. Vanner points out that a critical element of the brand’s component selection and supply partner decision-making centres around brands carrying out ever-evolving product development, as well as having strong supply chain management - quality components with good availability. Understandably, retailers see component name recognition
as influential in a purchasing decision. Interestingly, this is much less of a value-adding factor for people newer to using a bike for transport or leisure. Reliability and durability are expectations, often based on purchasing a product from a specialist retailer. In such an environment, quality is an expectation. Here, it’s clear that partnerships and relationships matter.
Bikes for a variety of rider needs The success of Tenways’ belt-drive bikes in the UK is largely due to their ease of use and low maintenance, particularly for city commuting. Vanner also notes the strong performance of newly
introduced geared versions, which have already sold out their initial stock.
Expanding the Tenways offering, the near future sees the arrival of a longtail model in the UK market (by 2026), as well as hinting at additional new models in the coming months. The brand is driven by continuous innovation, using rider and market-specific feedback to shape future product development.
48 | September 2025
Brexit trade challenges Tenways established a wholly-owned UK subsidiary to overcome Brexit-related difficulties in moving goods and supplying spare parts, with the expansion process beginning in October 2023 and initial stock landing in July 2024.
UK business in focus Since March 2024, despite the challenging industry landscape marked by overstocks and discounting, the business has significantly expanded its UK retailer network from two to approximately 80. That growth has been made possible by working with
an effective marketing team, combined with the brand’s reputation for exceptional products and quick problem resolution, leading to increased market recognition.
The team is now actively seeking to expand its UK retail partner network, with
greg.vanner@
tenways.com and +44 7730666263 as the point of contact for all enquiries.
www.bikebiz.com
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