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Ridley to Start with Trekking Bikes

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PAAL-BERINGEN, Belgium – It’s currently postponed as the company has placed its priorities at a new bike customization program, but the start of Ridley Bikes in Trekking is ‘in the pipeline.’ Next to that Ridley has drastically changed its distribution strategy.

Ridley to Start with Trekking Bikes
Ridley’s commercial project coordinator Rik Vanhoof, ‘Because of continued growth we have postponed the launch of Ridley Trekking Bikes for the time being.’ – Photo Bike Europe

Race Promotions NV, the company that operates Ridley Bikes, is postponing its entry in the Trekking segment because of continued growth. According to commercial project coordinator Rik Vanhoof, the company saw about 15% growth last year and, “As we want to grow in phases, we have postponed the launch of Ridley Trekking Bikes for the time being.”

Distribution strategy

Another change at Ridley is in the fact that it stopped its dealer direct distribution strategy. Distributors are now used in for instance Germany, France and the UK, as they, “Know the local market conditions better and are able to target local marketing more effectively.” In The Netherlands and on its home market Belgium Ridley continues dealer direct deliveries.

More staff

Thanks to continued growth Ridley Bikes has expanded its staff with eight new employees. Among them a new production manager, product manager and new sales representatives as well as Rik Vanhoof for marketing and commercial projects.

Ridley’s trump card in carbon

For its MY 2014 line-up Ridley Bikes is concentrating fully on 27.5 andf 29-er MTBs as well as two new entry level racers. One of the two is Ridley trump card in composite as the C20 full carbon road racer with Tiagra Shimano Tiagra group set is retail priced at 1,449 euro.

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