BikeBiz hears from Matt Rudd, sales director at Tandem Group Cycles, who reflects on a busy year for the company’s brands and previews what dealers can expect from Claud Butler, Dawes, Falcon and Squish.
Can you give us an overview of some of the new products?
This year has been an exceptionally exciting time for Tandem Group, as we’ve introduced an impressive array of new models across multiple categories.
Our team has worked relentlessly, launching more new bikes this year than in the past several years combined. Since the beginning of the year, we’ve brought 14 new bikes to market, including three refreshed models, all designed from the ground up.
Building on the overwhelming success of last year’s Claud Butler Wrath 1.0 and 2.0 eMTB’s, we introduced the Claud Butler Ridge 1.0 earlier this year. This new model has quickly become a favourite among our customers, designed as the ‘baby brother’ to the award-winning Wrath. The Ridge 1.0 switches to 27.5” wheels and features a more slim-line downtube with scaled down gear/brake spec, making it available at an incredible price of £1,399.
Furthermore, we took the opportunity to introduce the Claud Butler Alpina 1.0 & 2.0 hardtail MTBs over the summer. These bikes were built with UK trail exploration in mind, combining durability with performance.
Understanding the growing demand for high-quality, affordable e-hybrids, we were thrilled to launch two standout models: the Dawes Scenic and Falcon Horizon. Both bikes come with top tube and step-through frame options and feature integrated batteries, mudguards, and rear luggage racks—offering riders convenience and reliability at a budget-friendly price. Our e-folding bike range has also seen exciting additions, including the all-new Falcon Compact, which boasts an impressive 40-mile range and a sub-£1,000 RRP.
Tandem Group remains dedicated to providing children with the best start in cycling, recognizing the growing importance of the premium lightweight children’s bike market. This commitment is embodied in our continued investment in the Squish brand.
This year, we introduced a 14” balance bike available in two colour options, which has been incredibly well received.
Our partnership with The Bikeability Trust has also been strengthened, and we have developed a custom co-branded balance bike. This special edition is being distributed to schools across England and Wales in the coming weeks.
Looking ahead, we are eagerly anticipating the launch of two new models in Q4, both under £1,200 with a 40-mile range, offering unbeatable value. The Falcon Zone, an urban e-hybrid, and the Dawes Elegance, a traditional step-through e-hybrid equipped with a front basket, will provide incredible performance at exceptional price points.
As we look towards 2025, we are excited to unveil a brand-new sub-£1000 e-hybrid and e-MTB range and are also exploring new developments in the discovery/adventure bike category to meet the latest trends and customer demands.
What do each of these add to the portfolio?
This year, we have made significant investments and are proud of the new bikes we’ve introduced, bringing fresh energy to both our independent and national retail networks. By listening to our dealers and customers, we’ve developed a portfolio of exceptional bikes.
The eMTB market remains strong, and despite some areas of overstock in the market, we are focused on delivering true value in the £1,400 to £1,900 range. The Claud Butler Ridge 1.0, priced at £1,400, is a prime example of this, offering a competitive option that can rival higher-priced models on the market, giving independent bike dealers a strong alternative.
Our award-winning Squish brand continues to innovate in the premium kids’ bike category, offering a superior riding experience through our lightweight designs, which are significantly lighter than most competitors.
In Q4, we were excited to launch our traditional-styled heritage e-bikes, a unique offering that few brands provide to independent retailers.
To support these new ranges, our team works closely with manufacturers and our supply chain to ensure we maintain a solid stock of spare parts. This ensures our retailers are well-supplied, maximising sales opportunities and delivering a seamless customer experience.
How long have these been in the works?
Since Peter Kimberley’s appointment as Group CEO in May 2022, the business has undergone a comprehensive strategic overhaul of its cycling product portfolio and stock management. This transformation included strengthening the product development team which brought with it extensive industry experience, as well as establishing new manufacturing partnerships.
Following an in-depth review, a three-year plan was developed to guide the business forward. The team is thrilled with the progress made over the last 18 months, particularly with the introduction of new products.
Just 12 months after this overhaul began, the award-winning Claud Butler Wrath 1.0 and 2.0 launched in July 2023, followed by the release of the Dawes e-Hybrid Spire range; both received excellent feedback from dealers.
Operating on a one-year new product development (NPD) cycle, we have consistently refreshed our range and continued building on these successes. In 2024, we will introduce 14 new product platforms and are eagerly preparing for more exciting launches in 2025.
Can you share some of the R&D processes?
The team at Tandem Group brings decades of experience in the cycling industry, with deep expertise across NPD and brand development.
We believe that understanding our market is essential, so we prioritise listening to both our retail partners and customers. Through constant dialogue and long-standing partnerships, our field and sales teams gather valuable feedback to help shape our product strategy.
Eighteen months ago, as part of a comprehensive strategic review, we identified new market opportunities that led to the development of a fresh range of products designed from the ground up. Throughout this process, we have remained focused on delivering true value with competitive RRPs, while ensuring our dealer network maintains healthy margins.
Our Hong Kong-based office and sourcing team have been instrumental in securing new factory partnerships across Asia. They have also played a key role in refining our supply chain to minimise the impact of rising shipping costs, ensuring we can continue delivering quality products efficiently.
What has the early feedback been to the launches?
The feedback from the market has been outstanding. After launching the Claud Butler Wrath 2.0 in July last year, we were thrilled to receive an award just three months later for the best hub motor bike under £2,000.
This early success gave us real confidence for the launch of the Claud Butler Ridge 1.0 e-MTB earlier this year. The Ridge 1.0 has since become one of the most successful bike launches in Tandem’s recent history, with high volumes of pre-orders from our dealers.
Customer demand has been strong, and the bike is hitting the sweet spot in the market. Many customers have reordered multiple times, which speaks to the quality and value of our products.
Throughout the year, we’ve developed and launched several high-quality bikes across our portfolio. This has not only earned recognition for Tandem Group but has also contributed to the continued growth of our expanding dealer network. Our commitment to delivering exceptional bikes is clearly resonating with both dealers and customers alike.
When can we expect to see these in dealers?
We understand the critical importance of the seasonal revenue window for our retail partners and have worked diligently to support this by launching most of our new bikes earlier in the year. With strong stock levels and a wide representation of SKUs available across our nationwide dealer network, we are ensuring optimal support for our partners during this crucial period.
Our next launch was in November, featuring the Urban e-Hybrid Falcon Zone, followed in December by our traditional heritage e-bike. Both models are expected to be well-received and offer valuable additions to dealer lineups.
Our focus now shifts to the Spring 2025 launch of our non-electric range across both Dawes and Claud Butler and the final developments of a new range of e-bikes sitting under the £1k price point. All models are strategically planned to hit the market ahead of the summer sales season, ensuring our dealers have fresh, in-demand products ready for their customers.
