BikeBiz Bicycle and cycling retail news
Haro Bikes has announced plans to work closer with local retailers across Europe as the brand enters “a new era”.
The past 12 months has been a period of transformation for Haro.
Under the leadership of its new CEO Bjarke Rasmussen, the company has set itself the ambitious target of becoming the preferred brand for retailers.
Alongside this new vision, Haro has expanded its portfolio to include E-MTB, gravel and road.
In recent months, CCO Lars Hjort has led a restructuring of the sales organisation in Europe.
The focus is increasingly on expansion with local retailers, where collaboration with the right partners is seen as a key to a successful outcome.
“With Haro Bikes, retail customers will be offered an exclusive range of bikes, which represents a clear commitment by the brand to the local dealers. Haro dealers are experts in their field and are characterised by personal service, knowledge and the right product for their customers,” explains Hjort.
The dealer as a partner at eye level with the brand
In addition, Haro Bikes is announcing a new communication concept for autumn 2024 that aims to support dealers at the point of sale.
This new concept is designed to create “a seamless connection” between dealers and their customers.
Through targeted training and education, dealers will be supported in presenting and explaining the latest Haro Bikes products and technologies.
The aim of this concept is to ensure a consistent brand message and customer experience, regardless of the touchpoint at which customers meet the brand.
Haro Bikes believes that building a “supportive and collaborative relationship” with its dealers will increase its success and further strengthen the brand.
Jan Teigelhoff, sales manager for Haro Bikes in Germany, adds: “I am convinced that sales cannot do without personal support in stores and on-site presentations. I am therefore excited to see that Haro continues to fully integrate in-store retail with partners who think the same way we do.
“We are constantly looking for new partners who value trusting relationships and want to be part of the Haro family in the long term.”
As part of this new era, Haro has started supplying the UK directly.
