Fuji Bicycles was founded in Japan in 1899 but later became a US-designed, Taiwanese-owned brand. Previous UK distribution of the brand has been patchy. Start-up company Ingenuiti Ltd. of Wales is aiming to chnage this by getting the mid- to high-end IBD-only brand on the map via an advertising and product placement campaign.

Fuji bikes back in the UK

Fuji is the house brand of Ideal, the major Taiwanese manufacturer. It produces a wide range of bikes, including cruisers, city bikes and, of course, MTBs. Fuji is one of America’s best selling road bike brands.

Ingenuiti Ltd is based in Llanfairfechan, Conwy. The directors are Steve Brook and Damien McGrane, both formerly with Welsh bike assembler Cycle Citi; and Damien’s brother, Kieran, who has formerly worked for Madison.

The company will be taking most of the extensive Fuji range, excluding BMX. The distribution starts in earnest in the autumn when Fuji’s 2004 line becomes available, although Ingenuiti will soon have a limited quantity of 2003 models available.

"We have been provided with the opportunity to market a prestigious, high quality brand with a broad product range to a market with which we want to deal," said Ingenuiti’s Steve Brooks.

"We are looking to forge a long term relationship with Fuji which will allow us to become a major player in the UK cycle industry."

Fuji will be strictly IBD-only, said Brooks.

"Fuji will only be sold through an IBD network and will not be seen in any other outlet. Whilst other companies have said this before this is not only our choice but Fuji’s also."

Fuji’s 2004 adult bikes will have RRPs of £200 to £3000, and will be promoted in the specialist cycle press.

"Dealers will have the opportunity to take on a fresh brand which will be supported by a national advertising campaign and product placement in popular public mags such as MBR, Cycling Plus, and Cycling Weekly," said Brooks.

"We will endeavour to provide all dealers with exclusive sales areas. All bikes will be at very attractive retail price points with dealers being offered excellent margins and terms."

The US website for Fuji Bikes claims the company has many ‘firsts’:

"Fuji was first to utilize double-butted cro-moly tubing on popular-priced models. The first to introduce 12-speed gearing on production bikes. The first to develop a high-quality city bike with oversized tires. The first to develop 24/27 inch wheel combination models for the smaller adult cyclist. The first to introduce the now legendary Shimano Dura Ace component group on a production bike."


E-mail: info@ingenuiti.co.uk

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