Needs must: The German brand is going to go direct to IBDs and wholesalers, says owner Derby Cycle of Cloppenburg.

Focus leaves Wiggle

Derby has ceased the exclusive sale of its Focus brand through online retailer Wiggle. Germany’s largest bicycle manufacturer in terms of sales is to reposition Focus as brand available through IBDs.

With immediate effect, Derby Cycle will deal with wholesalers and bike shops directly. Chris Needs, a sales professional with 24 years of experience on the British bike market, will lead the team as head of Focus sales in the UK.

Focus bikes are currently being ridden in the Tour de France by Russian Team Katusha.

Uwe Bögershausen, CFO of Derby Cycle AG, said: "Along with electric bicycles, our Focus brand, which comprises our sports products segment, forms one of Derby Cycle’s key international growth drivers. We will continue to endeavour to further strengthen and expand our direct sales in the future."

Mathias Seidler, CEO of Derby Cycle, said: "A volume of around 3.7 million bicycles generates around EUR 800 million of sales per year in Great Britain. The British market is benefiting particularly from the Congestion Charge that has been introduced in London, as well as the Cycle to Work initiative."

 Dealers interested in finding out more about the FOCUS brand can contact by emailing:
In Europe, Derby Cycle owns the Kalkhoff, Focus, Raleigh, Univega and Rixe brands. 

Derby Cycle achieved revenue of EUR 173 million in the 2009/2010 and financial year, 72.6 percent of which was generated in Germany.

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