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Hero Cycles Appoints New CEO for Europe

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Hero Cycles Appoints New CEO for Europe
“We want to give Hero Cycles a clearer identity and stronger market focus,” said Hero Cycles new CEO in Europe, Danny Evans. – Photos Avocet

MANCHESTER, UK – Danny Evans has been appointed as new CEO of Manchester-based Avocet Sports, the UK subsidiary of Hero Cycles, by volume the world’s biggest bike maker. Evans will be responsible for Hero’s operations in both the UK and Europe.

Previously Danny Evans worked as Head of Finance at Avocet Sports. In his new position he will be responsible to roll ouT the company’s new vision. Hero has decided to focus on its strength as a mass market manufacturer of affordable family bikes with the new Insync and Coyote ranges.

“We want to give Hero Cycles a clearer identity and stronger market focus,” Evans said. “Last year we launched the brand Insync with a limited range of family market bikes. Next  autumn we will unveil a full range of newly designed Insync bikes featuring more than 40 different models, including MTBs, hybrid bikes, ladies bikes and junior bikes. The Insync range will be an online-only brand. This autumn we will also present a new range of Coyote branded bikes. These bikes have been developed together with IBDs to sell at their shops only and not online.”

Online operation

“We are particularly excited to grow our exports market via the Insync website, explains Evans. “Together with our e-commerce partner The Hut Group, we have developed the Insync website to be optimised to operate across Europe. This move shows Hero Cycles’ ambition to transform the UK company Avocet, into a pan-European operation.” On the other hand, Evans said that one of his prime objectives is to strengthen relationships with IBDs. “We are very fortunate to have long-standing relations with our IBD network,” he said.

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