Peugeot Cycles will now be distributed by Elaine and Richard Bird, IBD owners of Fat Birds Don't Fly of Norfolk. A new company has been created in order to take over distribution from Cycleurope UK, which recently wound down much of its Bedford operation

Lion rescued by two Birds

The Bird’s new company is PCL Distribution Ltd.

PCL will have 2002 models available from 10th February. Warranties on bikes bought before the changeover will be honoured by PCL. A stop-gap brochure is currently in production and will be sent out within the next fortnight.

PCL MD Elaine Bird said: “Brands with the pedigree and heritage of Peugeot don’t come along often. We knew that the much loved and well known brand of Peugeot was too valuable to be consigned to history.”

This is a reference to the less than certain future of Peugeot as a bike brand.

The Cycleurope Group has to pay Peugeot, the French car company, a royalty for use of the brand name. The licence is good until 2004 but there’s no guarantee the expensive licence will be renewed.

Cycleurope UK Ltd. pulled out of UK distribution of Peugeot bikes in December 2001.

The Bedford company had about 600 Peugeot dealers in the UK.

“Peugeot is a lively and vibrant brand and we will be working hard to ensure that Peugeot continues to be recognised as the biggest and best known European designed and European manufactured bicycle available,” said Elaine Bird.

Before entering the cycle trade five years ago, Elaine Bird worked in sales and marketing for American multinational companies including Herman Miller and Du Pont. She was also a Labour candidate in the 2001 general election but was narrowly defeated by her Conservative opponent.

PCL marketing director Richard Bird – Elaine’s husband – co-founded the couple’s Hunstanton bike shop five years ago. Prior to this he was MD of a distribution company outside of the bike trade. As well being a mad keen cyclist he’s also a runner and is The Guiness Book of Records for having completed the most marathons in a year (71).

Joining the husband and wife team on February 18th will be Bill Farrow. He will become sales director, latterly having worked for Greyville Enterprises.

PCL Distribution’s contact details can be found in B3, our online address directory.


3rd Sept 2001:Peugeot bikes to be discontinued in the UK…/article.php?id=1602

In the UK – but not Europe as a whole – the car-to-bikes brand will be a cars-only brand from December onwards

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