We quiz the Devon-based apparel brand on turnover, pop up shops and growing cycling locally

Primal Europe: ‘It’s important to work with local cycle businesses’

Devon business Primal has plenty to shout about, having just signed up as partner to Velothon Wales and seeing a turnover rise in 2015 of 58 per cent. 

“Primal re-branded in August and there’s no doubt that our new look and feel has been key in increasing our turnover,” James Smith, Primal director, explains. The brand has concentrated on producing products different to what’s already available in the market, Smith says, bringing colour and (gasp) fun: “We’ve also introduced a new lifestyle range which has attracted a whole new audience for us.”

Primal recently experimented with a pop up store in partnership with Plymouth bike retailer Rockets & Rascals. “We find it’s incredibly important to work with local businesses, particularly those that have a strong link with cycling. We all have similar goals with the main being to get more people out on their bikes and enjoying being a part of the cycling community. It was a successful weekend for Primal and we’ll certainly be looking to do more with local businesses in the future.

“Cycling is massively popular in Devon – there’s constantly local campaigns to increase participation within the sport, whether that be to encourage people ride to work or try their hand at racing. It’s recently been announced that walking and cycling routes in Plymouth will receive a boost of almost £5 million to encourage people to leave behind their cars in a bid to cut congestion and pollution. There’s also more and more cycling events popping up in the area. 

“We hope to play a part in continuing to activate more people to take up the sport.” 

Like other brands featured in this article, Primal benefits from fantastic rides for product testing in Devon and generally the benefits outweigh negatives like long travel times to major cities, Primal’s director says. 

“We’ve got plenty of new kit coming through for 2016 including our QX5 range, currently being used by Team Raleigh GAC. We’ve also just launched a limited edition ‘80s range, which includes the Wuz-Zappenin jersey which is sure to bring a bit of personality into the peloton. And we have one of the largest ranges of women’s cycling clothing and we’ve updated this for 2016 with a variety of different colours and designs in a women’s specific fit – and they’re not all pink.”

This article was originally published in our April edition and part of the Regional Spotlight:Wales & the South West.

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