It's not just a re-badged Moulton this time, it's a range of MTB, city, street and jump bikes, licensed by Ultimate Products, and given Land Rover names, Discovery, Defender and Freelander. Ultimate Products is also to release a Gola range of bikes and a budget range of Ultimate bikes. The Ultimate Cycles division of Ultimate Products - "before we built a bike, we assembled the team" - is staffed by former Falcon bike trade veterans...

Ultimate Products launches full-on Land Rover bicycle range

Ultimate Products Ltd of Oldham is a supplier of homeware, cookware, furniture, floor coverings and outdoor leisure products. It markets Brabantia products as well as signature cookware brands such as Antony Worrall Thompson and Linda Barker.

"When we decided to establish our specialist cycle division, the first decision we made was to recruit the industry’s top specialists to ensure that we built bikes that would appeal to serious riders, leisure cyclists, youngsters and their parents," said Ultimate Cycle’s sales director Scott Hillyard.

" We also needed to ensure the bikes met the needs of retailers too – from specialist independent cycle outlets right across the board to High Street stores.

Hillyard was formerly national sales manager at Tandem’s Falcon. He has worked in the cycle trade for 17 years, with telesales and repping jobs with Lifecycle, Karrimor, and Reece as well as Falcon. Hillyard is now assembling a sales team to sell the Land Rover, Gola and Ultimate bike ranges.

The ranges were designed by Tim Higgins, Ultimate’s technical product manager. 20-year bike trade veteran, Higgins, a triathlete, was formerly product manager at Falcon Cycles.

Ultimate’s purchasing director is Kevin Whitfield, another 20-year veteran of the bike trade, having had purchasing and product development posts with Claud Butler, Falcon, British Eagle, Townsend and Saracen.

Tel: 0161 627 1400


In other news...

Cycling UK chief responds to Government’s plan to back motorists, calls for ‘holistic’ approach to travel

Cycling UK’s chief executive is calling on the UK Government to take a “holistic” approach …