When brand owners switch their UK distributors the move is often accompanied by a bland press release with kind words from both the old and the new distributor, even if that's not the mood behind the scenes. But the move of Trelock to Fisher Outdoor Leisure has surprised Ruth Casson and Bob Elliot and they have penned a joint press release that lunges straight into attack mode...

Fisher gains Trelock; Amba and Bob Elliot cry foul

BikeBiz.com normally trims press releases for use on this site. But these two releases will be left unedited…


Fisher & Trelock working in new exclusive agreement!

Trelock GmbH is a private German company that is well established as a leading bicycle accessory supplier predominantly to the European market. The Trelock brand is more than 100 years old.

Following a Management-buy-Out by the General Manager Andreas Rott (1999 – 2002) Trelock invested heavily into innovation for new developments in locks, lights and computers supported by existing know-how and design patents. With a complete re-structuring of the company including the production process Trelock now has solid pan-European distribution and market share in these product fields.

In the UK-market Trelock is famous for its security range and has several Sold Secure approvals. To strengthen the brand and to significantly develop sales in the UK Trelock GmbH and Fisher Outdoor Leisure PLC have set-up a new exclusive partnership for distribution mainly in the IBD´s, which will start on the 1st of December 2004. The target is to position Trelock as a leading brand for bicycle accessories in the UK.

Fisher intends to develop the distribution network of Trelock as well as develop the profile of the brand. Trelock is synonymous with quality and the IBD’s will surely embrace the combination of high quality products, competitive pricing & market leading POS material. Add to this a first class UK based ‘key-cutting’ service coming on line late January and the Trelock consumer will remain extremely satisfied & naturally brand loyal.

Details of the range & pricing will be available from Fisher Territory Account Managers and their Internal Sales department. The full security range including POS will be launched at the Fisher House Show – 21st to 23rd January at the Clarendon Suites in Edgbaston, Birmingham – where you can see the entire range, including new models. Stock is available from 1st December.



Amba Marketing (UK) Limited and Bob Elliot & Co Limited were approached some time ago by Trelock GmbH, who manufacturer a large range of bicycle locks with the request to reestablish the brand in the UK. This target has been successfully achieved with considerable hard work by both wholesalers. Trelock made considerable long term commitments to both wholesalers and regularly stated that they were more than pleased with the results achieved to date.

Clearly the concerted efforts of both companies has worked and the brand has been reestablished thoroughly within the UK market. On Friday 26th November Wolf Klingenmeier, the Sales Manager of Trelock contacted Amba and Bob Elliots to advise that with immediate affect Trelock would be distributed by Fishers only. This under handed, unprofessional and devious behaviour is to be fully condemned. This short sighted, money grabbing attitude of Trelock is desperate.

Despite assurances from Trelock within the last few weeks of continuing support for Amba and Bob Elliots evidence shows that this change of strategy has been planned for some time. Amba and Bob Elliot cannot condone such behaviour by Trelock and will with immediate affect offer all Trelock stock at very favorable prices. We would like to thank our retailers who have shown their support of our companies by confirming that they will cease to purchase Trelock once stocks are depleted at Amba and Bob Elliots.

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