PROFILE: Fresh from joining the Moore Large portfolio, Super B product manager Steve Palmer tells BikeBiz the story behind the brand

Super-B tooling options for the workshop

What is Super B’s background?
Super B has been producing hand tools for 20 years and focusing on the pro bike tool field for over ten. The thought that goes into each tool’s design is phenomenal and their unique innovation and technology makes them a world-leading bike tool manufacturer.

They focus on R&D and quality-control in production. With the latest equipment and fully qualified team, they closely monitor every step from manufacturing, production, finished products to packing until the products are sent to us. Between 20 and 30 new products are launched yearly. Super B’s mission is to constantly upgrade the appearance, function, quality and efficiency of bike tools, whilst expanding the service network.

The brand isn’t new to the UK, they just dipped under the radar due to limited distribution and weak marketing. We researched before taking on exclusive distribution and the brand was recognised by mechanics working in the trade and the products regarded as excellent due to their quality and thoughtful design… but the brand was not so well known by the rest of the industry!

The range is split into the Classic and Premium ranges. What are the differences?
Both Classic and Premium have limited lifetime warranties, demonstrating the brand’s commitment to quality. The Premium range includes more specialist workshop tools for technical repairs like frame alignment, cutting and facing tools, but also enhanced durability and increased comfort for more frequent users.

How wide are the ranges?
The scope is vast: Need a tool to take the top off a bottle? We got it… all the way through to an electric bike workstand lift (due 2015). The experienced mechanic is catered for with frame, cutting and measuring tools. Wheel builders are covered with a wide choice of different spoke nipple wrenches, a spoke tension master and precision wheel truing jigs. The home mechanic can turn ‘pro’ with folding stands, that are durable for the workshop, but if you want extra sturdy there is the comprehensive workshop range too. Basically, the range covers everything from workstations to storage, remover tools to setting tools and everything in between. If your bike needs fixing Super B will have the tool to do it.

Are there any particular top sellers?
Definitely, there’s clearly a need for the dependable products – the kind of thing that when you need them, you need them. Chain rivet extractors, crank extractors, cable cutters and the Hex Key Sets, which are so shiny you almost want to display them rather than use them! The spoke keys are a loved product for wheel builders and the freewheel and cassette removers seem to be a firm favourite.

Are there any incentives for bike shops to stock Super B for their own workshops?
The depth and usability of the range will make mechanics lives easier. The quality and lifetime warranty is also a major incentive. Tools will last longer, reducing overheads over time. We also have some great stock-in deals for dealers. We have three packages available offering combinations of increased off-line discount, vouchers for Super B Premium, half price or FOC boxes of tyre levers and free workshop aprons, shirts and banners.

Are there any POS options for dealers?
We have a great free standing and rotating Super B display tower which doesn’t take up much floor space. We have slat wall headers, shirts and aprons for the workshop…all of which are offered as part of a stocking-in package.

Eurobike is just around the corner – can you give us any hints about launches there?
We’ve seen a few exciting things proposed, but our lips are sealed. In the short space of time we’ve been their distributor we’ve already had input and given feedback on a number of exciting new products. At Moore Large we have some very experienced mechanics in our technical centre that are a great source on what works and what’s needed. They are living and breathing bicycle tools.

What kind of marketing support is in place?
Moore Large has invested in a consumer marketing campaign to raise awareness and to make sure products sell through. This year saw our first Super B race servicing for consumers, which we intend to roll out across more events next year. Moore Large and Super B fixed 70 bikes at the 16th Mountain Mayhem. Labour was provided free of charge by the skilled Super B mechanics and there was a nominal charge for parts, (if needed) from Todays Cyclist.

At our tech centre we host accredited cycle mechanic training, American Classic wheelbuild and service training, corporate introduction to cycle mechanics and SR Suntour service training which gives mechanics the opportunity to see the tools in action.

Interested dealers should contact their area manager or the sales team on 01332 274252 or

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