Zyro took it's retailers through some of its latest product at its 11th annual Open House event earlier this year. Jonathon Harker reviews some of the announcements and product that came from the show...

SHOW REVIEW: Zyro’s Open House

Zyro’s Harrogate-based Open House gave 200 IBDs the chance to look at the latest products from Zyro brands, all at the plush Rudding Park Hotel.

Dealers got the chance to get their hands on the latest products and give feedback to manufacturers. Also at the event Zyro unveiled a new B2B website – www.zyrob2b.com – and its first ever trade-catalogue ‘The Orange Pages’.

But new announcements and products were only part of the Open House package, as Zyro marketing manager Jane Watson explains to BikeBiz: “Our format is unique because retailers not only see 2009 product first, but they get to meet and spend quality time with our brand partners and suppliers from all over the world – all of whom are directors, product innovators and the most senior marketers from their respective companies.”

Watson added: “What also makes Zyro’s event quite different is that we do not take orders at Open House.

“We do not want our partners distracted away from the core of the event, which is to invite and propagate open and transparent discussion. Open House is all about the core aim of developing and delivering better product, year-on-year.”

Zyro’s own brand Altura’s spring/summer collection got a technical fashion show at the event. Stretch shorts from the new ranges made use of the brand’s pro-gel tech – designed to absorb vibration and increase comfort. Meanwhile baggy shorts with removable stretch inner shorts were touted to become even more popular over the course of this year.

Prologo, FSA and Zefal all saw their Zyro and Open House debut this year. Prologo showcased its elite range of saddles while FSA showed off its cutting-edge product ranges, featuring the same concepts across the ranges whether high-end or budget. Meanwhile Zefal’s presence gave dealers the chance to see its product following Zyro’s exclusive deal with the firm last year.

Abus stoked dealers’ interest with innovative new POS using integrated LCD screens. Meanwhile Abus’ locks will be capitalising on theft fears with a widely distributed leaflet giving consumers discounts. Abus and Zyro will pick up the tab for the markdown, leaving dealers with a cost-free sales incentive.

Dealers were uppermost in the minds of Ashima too, with new smaller packaging so IBDs can fit more on the wall. Dealers had asked the firm to provide a wider, more diverse range and Ashima came up with the goods – including its patented Sintered, Semi-Metal and Organic ranges of brake pads, with the new APVS and Pancake brake system calipers.

CatEye launched its new Strada Cadence computer, aimed at riders looking for more accurate monitoring. The compact unit includes a revised tool-free rear wheel mounting fitting kit. The manufacturer also previewed the eagerly anticipated Altimeter Computer, set for release later this year.

PowerBar showcased new ‘Ride Shots’– electrolyte-filled energy chews. Coming in boxes of 16 packets, these bite-sized, liquid-filled chews will benefit from a big marketing investment and blends types of carbohydrates to get maximum energy to the rider – using PowerBar’s own C2 Max technology.

The full Camelbak range of products – including new Integrated Hydration Apparel (in the Racebak Series) – were also on show alongside the Podium bottle, which features anti-bacterial protection, jet valve fast flow bottle and a wide cap for easy fill. Camelbak also showed its latest POS offerings for its ultrasonically welded, kink-resistant hydration packs.

Open House also saw Panaracer’s full range of Road, Commute, Tour and MTB product. The firm unveiled its new MTB and commuter tyres at the show, as well as its new road line-up, including the Evo 3, Duro Protex and Closer.

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