BikeBiz Bicycle and cycling retail news
Chain performance brand Flaér have announced an exclusive distribution partnership with parts and accessories distributor Oxford Products.
With the release of their chain performance system at Eurobike, the company is set to begin deliveries of its road bike unit, Revo Via, and a range of bike maintenance products. With backing from a long-established automotive engineering business, Flaér is the second exclusive third party brand to join Oxford’s portfolio of over 3,500 own-label product lines.
The deal represents a window of opportunity for both parties. While Flaér will see the benefits of Oxford’s expertise in brand-building, strong presence in the market, and recently-expanded sales team, Oxford will have the chance to build a following around a novel concept.
“We are really excited about the exclusive distribution deal with Flaér, and are looking forward to presenting the product range to UK IBDs,” said David Jesson, Oxford head of commercial for cycle. “A brand that has pro-tour team backing and lots of supporting data provides a good sales opportunity. The market for products that help performance road riders get more from their effort is strong.”
Flaér sales director Nick Muddles commented: “We’re really pleased to have signed this exclusive UK distribution deal with Oxford. Throughout the process of setting this up, we have identified some great synergies between our businesses, with Oxfords team sharing our focus and objectives. Through Oxford we will develop a UK-wide network of exclusive Flaér retailers bringing our revolutionary products to the market for the first time.”
