Source: BikeBiz

Russell Merry, MD of Belgian Cycling Factory UK, spoke to BikeBiz about the company’s commitment to working exclusively with independent bike retailers.

With a focus on being “rider/retailer centric,” the leader of the LEVA-EU member’s UK branch emphasizes collaboration over competition by offering retailers comprehensive support, including brand marketing, social media campaigns, and an advanced bike configuration platform to drive footfall and sales. Merry stated, “BCF has invested heavily in making sure we offer deep support to our retail partners. We feel we’re well-positioned to offer retailers a compelling package that extends beyond amazing bikes and offers retailers strong support across all facets of the business.”

He also talked about the company’s recent BCF Partner Days, highlighting how deep retailer partnerships and a strong B2B focus are helping BCF expand its visibility in the UK market while maintaining its reputation for high-quality bikes.

Merry also shared insights on BCF’s portfolio, which consists of the Ridley, Eddy Merckx and Nukeproof brands, as well as its new e-bike brand, Aeres. “The launch of Aeres completes our portfolio, offering retailers products that appeal to the fast-growing leisure and daily mobility segments. It’s a vital, evolving part of the market, and Aeres allows us to better support our retail partners and reach new riders.”

The full interview on how BCF is redefining retailer relationships and innovating across marketing, sales, and customer experience can be accessed on BikeBiz.