Avocet undergoing 'culture change' following Indian giant Hero majority stake in

Avocet rebrands following Hero investment

Avocet Sports is to be renamed Avocet following the investment from Indian giant Hero Cycles.

Avocet is rebranding with a new logo and website while reaffirming its commitment to independent bike dealers, with new IBD-only signings expected next year.

Hero Cycle acquired a majority stake in Avocet this summer and there’s an on-going culture change taking place at the UK firm, BikeBiz was told.

“The first stage of the roll-out is the new state-of-the-art Avocet website which has been designed with the independent bike dealer in mind,” explained MD Roger Nowell. “The new Avocet is more than just creating a nice logo and some pretty pictures. It’s about changing the culture of how we do business. It’s about showing our commitment to the independent bike dealer market, improving our services to them, recognising their needs and ultimately giving them reliable, quality bikes their customers want.

“Our partnership with Hero Cycles has been a great fit for us because both companies are dedicated to the IBD market. Hero is the biggest manufacturer and distributor of bikes in the world and our shared knowledge is benefitting both businesses.

“This is a very exciting time for Avocet and the bike industry in general,” added Nowell. “Our strategic partnership with Hero and reaffirming our commitment puts us in a great position to help independent bikes dealers benefit from the upsurge in cycling in the UK.”

Avocet’s new website includes live stock counts, access to a tailored pricing matrix, bespoking services for big orders – all of which is accessible from a secure unique login

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