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We were recently invited to visit the Bridgedale factory in Newtownards, Northern Ireland. The brand is just outside Belfast, where they’ve been for over 100 years. In fact, the factory is just down the road from where it all began.
Whilst there, we sat down with International Sales Manager Ross Harben to get some deeper insights into the brand. Following the launch of their bike range in 2023, they’ve been making progress and learning a lot when it comes to the cycling market.
Now looking to work with more IBDs, Bridgedale have its sights set on working with the industry in a variety of ways. Here we sit down with Ross to talk about their history and how the bike sock range was developed.
In the December issue, we’ll be featuring our visit to the factory, taking you behind the scenes to find out what goes into making a Bridgedale sock.
“Good car companies make good cars, good bike companies make great bikes! We’re a sock company that makes great socks! … Our product is not an afterthought, it’s the sole thing we focus on – Ross Harben, Bridgedale
Let’s talk 2025. Reflect on the year, what have been the biggest highlights and key challenges, and what are the most crucial lessons learned that are now shaping your strategy for 2026?
It has been an interesting 2025. We have learnt a lot about both the bike industry and how our brand/product fits in it. Highlights would have to be the events we’ve attended. It’s been great to engage with riders, talk directly with them about our product, and get socks on feet. The really great thing there has been how many have come back to tell us how much of a difference the socks made during their ride! Ironically, the biggest challenge has probably been getting socks on feet aside from the events.
Add-on sales are tough, and with the bike industry the way it is at the moment, it’s even tougher. This is why we think it’s critical for us to understand the type of rider who will buy/use our product and make sure we partner with the right stores/ambassadors, etc., who can help us share this message. I think we have also learnt that our socks appeal to a much wider variety of riders than we expected. We would like to explore this more, and it will play a big part in our marketing strategy for next year.
For a retailer, how easy is it for shop staff to communicate the technical advantage to a customer?
Well, surprisingly, for some, there is a lot to talk about in terms of the technology, but the simplest message is that they’re really comfy. The easiest way to convince people of that is to get them on their feet. Once someone tries a pair on, they will feel the benefits even if they don’t know all the little things we’ve done to make them feel so nice. Again, I think that they are easy enough to sell if staff actively engage customers in conversation about the product.Â
Let’s talk upsell opportunities. Arguably, socks offer an ideal opportunity to do so as a great add-on sale. If we consider that bike shop revenue has historically focused on bikes and servicing. What has fundamentally changed in the retail landscape that makes premium accessories like Bridgedale socks a crucial category for shop success?Â
Unfortunately, it’s getting harder and harder for shops to sell bikes. As such, if stores are going to survive, they need to consider what else they can offer to the people who are coming through the door. Things that people want to try on could be key to this, and yes, shops may become a try-on facility, but at least customers are coming through the door and that gives them a chance to engage.
Socks should be easy; they don’t take up much space, they’re relatively low cost, and they’re a great add-on sale, as you can tie them to so many things.
Talk us through your guarantee. How is this lifetime guarantee against faults in workmanship and materials managed? And how can a retailer leverage this guarantee effectively at the point of sale to build customer trust and drive conversion?
The guarantee backs up all the things we’ve talked about. It shows the faith we have in our product and the effort we put into making them. If a customer is spending their money on something they don’t want, it lets them down; the guarantee proves we don’t want that either. The other side of it is that the guarantee shows the product is made to last, so although they’re not the cheapest, they are great value for money!
Beyond the mountain bike range, where do you see the next big product opportunity for Bridgedale in the cycling market?
We already offer a range of Waterproof socks, our Stormsock range, which sits nicely alongside our bike range. Waterproof socks have a loyal following among cyclists, so it would be good to grow this area. It would also be nice to develop some other styles that suit other disciplines, but for that, we need people to tell us what they need/want. Just focusing on the existing product, it’s key that we prove it’s not just for MTB but for anyone who is travelling a lot by bike, regardless of the shape of their bars or the terrain they’re riding over.
You can also listen to the interview here:
If you want to know more or want to chat with Ross about becoming a dealer or trying the socks, you can reach him at ross.harben@bridgedale.com or via the Bridgedale contact page.
