Distribution route not yet settled for this new entrant to the sector

EZ Riders rides into the electric bicycle market

Exhibiting at the London Bike Show, new electric bike brand EZ Rider was probably the youngest company exhibiting at the event. At just three months old, the firm is still looking at the retailing and distribution options available for its route to market.

The company behind the new brand has years of experience in batteries, motors and other e-mobility paraphernalia having come from a wheelchair manufacturing background.

The Chelmsford-based EZ Rider specs the bikes, which are then made in the Far East, with the entry-level model just under the key £1k level at £995, riding up to a still modest £1,295.

Featuring brushless motors and lithium batteries, the range currently covers three models; front basket and rear carrier bearing EMilli and the more sporty models EGiga and Emega, the latter sporting front and rear suspension, the former front suspension only. Both have front and rear disc brakes and internal cable routing.

The firm told BikeBiz: “We’re open minded about distribution and retailing and we’re currently exploring various routes to market.”



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